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The Center for Sales Strategy Blog

Dani Buckley

Dani Buckley

Dani is the VP/General Manager at LeadG2. She has a diverse background in both advertising sales and marketing consulting that helps her address the varying needs of our diverse client base at LeadG2. She’s especially passionate about sales enablement and the many ways that marketing tactics can contribute to achieving sales goals. Dani is a writer, speaker, facilitator, camper van enthusiast, and personal development junkie. She currently lives in Northern California.

Recent Posts by Dani Buckley:

Is Inbound Marketing the Uber of Media Advertising Sales?

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These days, everyone wants to be the “Uber/Amazon/AirBnB of {insert industry}” and even if they aren’t, they certainly like to say they are. While I don’t want to be like those other guys… I kind of can’t help myself here. So bear with me on this one.

It started the other day, while I was riding in a Lyft (the other Uber, in case you aren’t familiar) to a meeting here in Seattle where I live. I noticed how my driver asked me if I had a preferred route; “Do you want me to take I-5 or the viaduct? Do you have a preference?” he asked. I didn't. 

He then offered me a bottled water and asked if I had a favorite music genre to listen to, which he could turn on for the ride. The car was really clean and smelled like a pina colada, and I could tell the driver was reading my energy and mood to determine how chatty to be with me that day. 

I flashbacked to 10 minutes prior when I was wrapping up something in my home, running a few minutes behind schedule, and with a couple clicks on my phone I had a driver on the way. I could track how close they were and head out the front door to meet him almost exactly when he was pulling into my driveway. I didn't have to worry about being late because I knew exactly where my driver was and the app even provided an ETA. Plus, when the ride was over I didn't have to exchange a dollar or fumble for my credit card. I said goodbye and was walking into my meeting in seconds. 

Immediately after exiting the vehicle, my mind started to wander about how the needs that cab drivers filled 10+ years ago have drastically changed, which is obviously why companies like Uber and Lyft are so incredibly successful today. Like this (just to name a few):

Topics: digital marketing integrated media solution Inbound Marketing

5 Things You Can Do to Get More Leads

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If you’re a B2B company, then it’s probably safe to guess that you are looking to generate more leads. Not just more leads of course, but better leads. The type of leads that you are excited to send to your salespeople, that your salespeople are thanking you for, and that are consistently converting into new customers.

However, sometimes your efforts can get a little stale. You're doing everything you're supposed to be doing: blogging two to four times a week, sharing on social media, and nurturing the leads you do have. But it’s not enough. While traffic might seem to increase, your leads aren’t.

Here are five things you can do today that will help you get more leads tomorrow!

Topics: Lead Generation lead intelligence

Three Must-Know Social Media Practices for B2B Lead Generation

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There is a plethora of research out there on why social media is such an important component of your inbound marketing, but what I want to share with you today are some specific ways to get started engaging and connecting with your social media audience. These will help you increase your B2B lead generation, and ultimately convert more customers. 

Topics: Social Media digital marketing Digital integrated media solution Inbound Marketing

How a Local Radio Station is Using Inbound Marketing to Generate New Revenue for 2016

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From the moment I started working with the team at Zimmer Radio & Marketing Group, I had a feeling they were going to do a stellar job with inbound marketing. Then, once I met with them at their office in Columbia, Missouri for our Inbound Marketing & Sales Strategy Workshop, which kicked off our partnership, I was convinced.

Collectively, they “got it” and understood that because the advertising buyer’s experience has changed, the role of the media salesperson had to change too. As a LeadG2 and The Center for Sales Strategy Consultant, it’s always exciting to work with a company who not only wants the results but is also willing to invest their time and money to get the job done. And in this case, not only because they want to grow new revenue, but also because they care about their advertisers and the people they work with. They believe in educating them and being a true partner to small and large businesses alike. They understood that inbound marketing is more than a campaign here and there or a great keyword strategy. It’s about creating a conversation with potential and current customers. It’s about being a thought leader, making an impact in their industry, and reaching buyers appropriately in the sales process.

I’m not writing this article to simply brag about my awesome client (though they are pretty awesome). I’m writing this to let other media companies know they can improve the way they communicate with prospects, and they can get real, tangible results by implementing the right strategy and the right tools.

Topics: case studies Inbound Marketing media

10 Reasons Why Every Media Company Needs a B2B Website. . . Yesterday

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All we talk about as marketers in the media industry is integrating digital strategies, the power of mobile, the online buyer’s journey, and everything in between. We tell our advertisers how important an online marketing strategy is in conjunction with their TV or Radio campaigns, and why taking ownership of your online presence is absolutely critical. We even teach our salespeople the power of social selling and personal branding in the increasingly digital world.

Topics: Inbound Marketing Sales

Why “No” is One of the Best Words to Have in Your Business Vocabulary

no-is-the-best-wordI recently reached out to a friend of a friend. I wanted to pick his brain on some business ideas that I thought were very related to what he does. I was hoping for a new connection, some thoughtful conversation, and a little free advice.

When I finally reached out, he very politely said “no.” Of course, he said more than just “no,” but the bottom line was that he was strapped for time working on a new online course that was about to launch and that his wife was about to have a baby. He said he would love to help in the future—like six months down the road—but that right now, he just had to say “no” to some things.

At first, I was a little put off, even shocked. I hadn’t expected him to say no. But the more I thought about it, the more I realized there was a lot I could learn from this experience. His “no” wasn’t personal at all, and I do believe he meant it when he said he’d have that conversation in six months. But he had to choose. He had to be picky with his time, and I respect that. That’s something I try to be hyper-aware of in my life, as we all know that time is our most precious commodity.

So, I ask you: Are you saying “no” often enough?

Think about these four kinds of people in your life:.

1. Your Customers

Sometimes we over-serve. Shoot, I probably over-serve my clients every day, and they probably don’t even realize it (shame on me). But this can be a big problem and one that we all need to work on. It’s okay to get paid for what you do and to acknowledge when something is outside the scope of your contract or your capabilities. Don’t feel like every request has to be met or you’ll lose their business. Don’t leave that client hanging; suggest alternatives. Quality partners will appreciate and respect you more when you are honest about boundaries.

See also: "How" Selling Solves Your Business Problems

Topics: Sales

The Inbound Leads Are Coming In... Now What Do We Do?

inbound-leads-coming-inYou started an inbound marketing program a few months ago. You followed all the advice. You even read about what to expect in your first year of inbound marketing. Now... it seems to be working!  People are exchanging their information (email address, title, phone number) for your premium content, just like you heard they would!

Visitors to your website are becoming inbound leads!

Now what do you do?

Here are five things to consider with every inbound lead that comes in.

Topics: Inbound Marketing

How to Come Up With Lead-Generating Blog Post Ideas

How_to_Come_Up_With_Lead-Generating_Blog_Post_IdeasAll inbound marketers can agree that one of the toughest parts of running a successful online lead generation program built on publishing great content for your target persona… is actually producing great content on a consistent basis. Furthermore, it can be even more challenging to make sure this content isn’t just fluff, but is actually delivering relevant information your target cares about reading.

This is why I’ve put together some tried and true ways to develop lead-generating blog post ideas and content that will not only attract new readers to your blog, but will enhance your thought leadership position and increase the likelihood of actually converting visitors into qualified leads.

1. Look at your keywords.

If your target audience is searching for certain phrases or asking particular questions online, then this is a green light to create a blog post providing the answers they’re looking for. Having a solid keyword strategy in place that incorporates branded terms (like your company name) and broad terms (like “sales performance” and “inbound marketing”) as well as a plethora of long-tail, niche terms (like “how to start a company blog” or “how many times should I contact a lead?” will ensure you are covering all of your bases when it comes to search queries by your prospects and customers.

Tip: Higher search volume for any keyword phrase means people are searching for those answers often so that’s a good place to start writing. However, many of the more long-tail keywords won’t have high search volumes but can be tremendously impactful in driving more qualified traffic and leads to your site.

2. Think about what your prospects and clients are asking.

Topics: Inbound Marketing

5 Ways for Salespeople to Not Suck at Social Media

socialIf you’re a salesperson, you probably understand the importance of having an online presence and building a valuable personal brand. Even if you aren’t doing a very good job of managing it, you still understand how important it is, right?

A big part of that brand includes your social media presence. Sure, Facebook is great for sharing cat videos with your old college buddies, but I’m talking about the professional side of social networks—for example, using Twitter to showcase your expertise and knowledge in a particular area and using LinkedIn to “meet” prospects long before you actually meet them in person. If you’re not yet using LinkedIn, Twitter, and even Google+ effectively to interact and engage with prospects, customers, and other industry thought leaders, don’t worry… this post is written just for you.

Here are five easy ways salespeople can start using blogging and social media to increase your sales performance and grow your personal brand.

1. Share content from your personal or company blog. 

Do you or your company have a blog? This is the best source of content you could possibly have to share with your network and stand out against the competition. Share old and new blog posts, share links to landing pages to download ebooks, and invite others to subscribe. 

Take it one step further by including a personal takeaway. Don’t just share the link – add a line about why you think this article is important or useful or a quote from it that you found memorable. 

Topics: Digital Inbound Marketing

When Will I See a Return on My Inbound Marketing Investment?

men_with_laptopsThis question is one we hear quite often and for good reason. When embarking on any new marketing program, you should be asking yourself (and your marketing partners) not only how you’ll measure and track results, but also what kind of expectations you should have: What will the return be and when will it show up? If you’re thinking about starting an online lead generation program, like the ones we help our clients execute, then you’ll want to be sure your expectations are realistic and that you are tracking the right key performance indicators (KPIs) for your business.

In order to understand how long it might take for your inbound marketing program to start generating results let’s take a look at some of the factors to keep in mind.

Developing a strategic inbound marketing foundation for your business is the first, and most important, step.

First things first: You have a lot of questions to answer. We typically kick off every program with an Inbound Marketing Planning Day to cover all topics absolutely critical to setting yourself up for success. Who are you writing for? What is your keyword strategy? What kind of premium content will you develop to convert visitors into leads?

All of this and more should be discussed, strategized, clarified, and recorded before moving forward with anything.

Expect the pre-launch planning to take anywhere from 30 to 90 days. 

Topics: Inbound Marketing