March 14, 2024 • 20 mins
In this episode, we’re continuing our exploration of the recently published Media Sales Report by looking at what sellers and managers say about their company’s marketing strategy.
Here to help Matt investigate why so many are dissatisfied with their organization’s current marketing plan, is Dani Buckley, VP/General Manager at LeadG2.
Dani, as always, offers some amazing points to think about, like:
- Why, when sellers aren’t happy with their company’s marketing efforts, often its a lack of sales and marketing alignment that is really the issue at hand.
- How conducting a content audit is imperative when considering a sales enablement overhaul
- And, finally, how if media companies don’t have a website that’s both educational and easy to navigate, many prospects will simply find their solutions elsewhere.
Links:
The 5th Annual Media Sales Report
Dani Buckley
Matt Sunshine
LeadG2
The Center for Sales Strategy
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Matt Sunshine (00:15):
Welcome to Improving Sales Performance, a
podcast highlighting tips andinsights aimed at helping sales
organizations realize, and maybeeven exceed, their goals.
Here we chat with thoughtleaders, experts and gurus who
have years of sales experiencefrom a wide range of industries.
I'm your host, matt Sunshine,ceo at the Center for Sales
Strategy Sales PerformanceConsulting Company.
(00:37):
In this episode, we'recontinuing our exploration of
the recently published MediaSales Report by looking at what
sellers and managers say abouttheir company's marketing
strategy.
Here to help me investigate whyso many are dissatisfied with
(00:57):
their organization's currentmarketing plan is Danny Buckley,
vp, general Manager at LeadG2.
Danny, as always, offers someamazing points to think about,
like why, when sellers aren'thappy with their company's
marketing efforts, often it's alack of sales and marketing
alignment that is really theissue at hand.
How conducting a content auditis imperative when considering a
(01:22):
sales enablement overall.
And, finally, how, if mediacompanies don't have a website
that's both educational and easyto navigate, many prospects
will simply find their solutionselsewhere.
With that, let's start theconversation.
Okay, so in the just publishedfifth annual Media Sales Report
(01:51):
it's the fifth year, I knoweveryone I'm talking to about
this.
It's kind of like we've allbeen in it the whole time.
It's hard to believe it's beenfive years.
Here's some of the data I wantyou to react to.
So 70% of sales managers and63% of salespeople wish their
companies would adopt amarketing plan that attracts
(02:14):
more leads and promotes thoughtleadership.
So think about that.
For a second 6% of managers andsalespeople say that their
current marketing plan rocks.
That's one of the things thatwe missed, right?
Do you think you have amarketing plan that rocks Only
(02:36):
6%?
94% thinking Pretty low.
94% doesn't rock.
Yeah, 6% rocks.
Okay.
So here's the question.
First of all, what do you thinkcontributes to this sentiment
among salespeople, and what doyou most often see when
salespeople aren't satisfiedwith their company's marketing
(02:59):
strategy?
What causes a sentiment andwhat do they mean by it?
Dani Buckley (03:03):
Yeah, so I think, well, I mean the first most
obvious that I'll just mentionthat causes it is that it really
might not be very good, right,it could be-.
Matt Sunshine (03:13):
If at all yeah.
Dani Buckley (03:16):
If that could be just very accurate and
especially in media, it's verypossible there just isn't one
that exists, so that's probablya big percentage of it.
And then for those that do haveone and still maybe feel that
way, I think that what could behappening is that there often
isn't really good sales andmarketing alignment, there isn't
open communication happening,so salespeople in particular may
(03:40):
not know what is going on.
They may not know what's in theworks, they may not know things
that are actually attributingto sales that they're not aware
of.
There's a lot of things I'veseen.
There may be leads coming in,but maybe they're not going
directly to salespeople so theydon't see that, or things aren't
being just shared and reportedon.
So I think there's a lack ofmaybe knowing.
(04:00):
And then the other thing isthat sometimes, when there is a
lead generation plan in place, Ido think that often salespeople
maybe aren't seeing the bestleads or they're not the actual
process of getting the leads tosalespeople might be broken in a
couple different ways.
Yeah, that's good input.
Matt Sunshine (04:19):
Second, my second question on this what would you
tell a sales manager who'sfrustrated with their current
marketing plan or their lack ofa marketing plan?
What would you tell them?
Dani Buckley (04:35):
Talk to someone, right.
So there's two different thingswe're talking about.
One it doesn't exist.
There's no one doing B2Bmarketing.
It doesn't exist, so that whatI would tell them to do is they
need to be the ones to leadgetting something like that
created right.
Often we see that it is salesleadership that is driving that
initiative to get it startedwithin an organization.
(04:58):
So that's one thing.
If it does exist to some extent, but they're just frustrated
with it, then I think thatreally having more regular and
more consistent communicationwith those people overseeing it
is key, and it goes both waysmaking sure that you're being
curious to really understandwhat marketing's doing and that
you really understand it, andalso that there's a space for
(05:19):
you and your salespeople to givefeedback, to make sure that
marketing actually understandsyour sales process.
Have they listened in on calls?
Do they really understandprospects?
That often is why maybemarketing isn't feeling like
it's serving sales, becausethere's just a lack of
understanding even.
Matt Sunshine (05:39):
Yeah, that's really good input.
But yeah, talk to someone.
Dani Buckley (05:43):
Yeah, it starts, there.
Matt Sunshine (05:44):
Like have a conversation, get in the game,
right.
Dani Buckley (05:47):
Yeah, make it happen Like if you want it.
Make it a priority.
Matt Sunshine (05:53):
Yes, manifest it.
Dani Buckley (05:56):
Yes, exactly that's the way.
Matt Sunshine (05:58):
That's the 46% of salespeople report being not
sure or dissatisfied with theircurrent quality of their sales
collateral, their salesenablement resources.
First question how canorganizations ensure that
they're providing the best salesenablement possible for their
(06:21):
sellers?
What do you recommend?
Dani Buckley (06:25):
Yeah, okay.
So this is something I talkabout a lot, so I feel
passionate about it.
The first thing I alwaysrecommend is do an actual
content audit.
Make sure you know what exists.
I hear so often like we don'thave resources, we don't have
content, and then someone's likewait, we have these 50 things
that nobody uses.
So make sure you actually knowwhat's out there, and I like to
(06:46):
just say separate it Good, thisis stuff that's usable, that use
it today, stuff that needs tobe updated but it's good, or
stuff that we need to throw out.
I love that process.
Do a content audit, so startthere and then talk to
salespeople.
That includes both groupbrainstorms and discussions, but
also one-on-one conversations,because people share differently
(07:08):
in those environments and gettheir feedback right.
Find out what they need, whatthey find valuable, what they're
learning in the sales process,things like that.
And then I also think, usetechnology.
Track how sales enablement,content resources are being used
right.
Do you see?
There is technology that allowsyou to see which types of
(07:29):
documents or videos are beingviewed or shared, or actually
get a prospect to open something.
Use data to really know what isor isn't working, so that
you're not just building things,to build things when you don't
actually know if you need it andif it's gonna work.
Matt Sunshine (07:43):
So same question, maybe a little different.
Thinking specifically, what cana salesperson someone who not a
sales leader, but a salespersonthat is both frustrated that
they don't have the salesenablement resources that they
wish they had, but at the sametime, let's not key in on the
(08:08):
frustration, rather, what canthey do to better their
situation In part?
Should they look for something?
Should they do something?
Dani Buckley (08:20):
Yeah, that's a good question.
I think that I mean, again,communication, tell someone what
you're thinking.
But to go even deeper on that,I would say first off, make sure
you're actually aware of andusing the stuff that you have
and I say that again becausethat can give you talking points
(08:40):
and understanding to say, hey,I know we have these three case
studies, but the reason I don'tuse them is because of XYZ.
Or I love these things but Idon't.
I could really use this, like,I think, the more specific of
feedback that they can gatherand that could be as simple as
keeping a post it on your deskand jotting down the stuff you
wish you had.
Or you notice you're sending anemail and it would be awesome
(09:02):
to have this thing.
Yeah, the more specific thebetter.
Matt Sunshine (09:06):
Yeah, what?
I've heard you say this beforeand I've heard others say it as
well, not necessarily on thistopic, but the same general
thing is make a list of all thethings that you wish you had, be
as specific as possible andthen prioritize them, knowing
that you probably can't doeverything.
(09:27):
So if you could only do one,which one would you do?
All right, you brought up casestudy videos, so let's go there.
So 85% of salespeople, 66% ofsales managers, tell us that
they don't have more than twocase study videos.
(09:49):
All right, so that's the setup.
In your opinion, what are thereasons that sellers need to
have video case studies at theready?
Dani Buckley (10:01):
Yeah, because video works.
People love video.
The data shows it.
We see it across the board, notto say that having things that
aren't video doesn't work too.
But, like, video works, we seeit time and time again.
A prospect is more likely towatch a 60, 90 second video than
they are to open and read a PDF, even if it's just one or two
(10:22):
pages.
So that's number one.
Number two there's justsomething more relatable,
personable, about seeing someonetalk about their experience,
versus like, oh, a quote waspulled out and put on in writing
.
I just think there is somepsychology to that being able to
see a person and it feels justmore real and believable.
(10:46):
But also I want to add that,yes, it's important and I do
agree with the sentiment that weneed more case study videos.
I also don't think it'sabsolutely necessary, and what I
see happen sometimes is peopledon't create any case studies
because they don't have time todo the video.
So my little piece of advice ismake the case studies what it's
(11:07):
better to have written casestudies or even just
testimonials, nothing.
So start somewhere, but videoworks.
Matt Sunshine (11:15):
Do you have any success stories that you can
share that came as a result ofusing a case study video?
Dani Buckley (11:25):
Yeah, I don't know if I have a very I can think of
like just a really specific one, but we see it all the time,
both for ourselves, for our ownsales here at our companies, but
with our clients, with mediasales organizations.
What we see and hear fromsalespeople is that they
(11:46):
couldn't get an email opened,and then that was the email that
someone opened.
Right, they couldn't get aprospect to engage with them,
and then that was the thing.
So the video often we're notjust hearing it from them, but
we're seeing it in differenttracking and tools that we use.
That it really does increaseengagement and, yeah, so I mean
that's the most specific I canget to, but we hear it and see
(12:07):
it pretty often.
Matt Sunshine (12:09):
Yeah, I know Leigh G too, that you run has a
couple of really really justamazing case study videos.
Yeah, it's always fun.
From my point of view, it'salways fun to watch those with
prospects.
When prospects ask, do you haveany examples?
(12:34):
And we can share that videowith them and be there while
they watch it not on their ownand see them say things like wow
, you helped that companygenerate that much in that
amount of time.
It's very cool and it leads toa different type of conversation
.
Yeah, I love that.
(12:55):
More focused on the result thanthe product.
Dani Buckley (13:01):
Yes, how we actually can help.
Matt Sunshine (13:05):
Yeah, all right.
Next question for you Over halfof the managers 56 percent say
their company's website doesn'tmake it easy for a prospect to
understand who they are as anorganization or what problems
(13:26):
that they solve.
So just over half 56 percent ofmanagers say they don't have a
website where it makes it easy.
So, in your opinion, why doorganizations need to have a
helpful website as their toppriority, especially because
this is a media sales report?
(13:46):
Yeah, almost every mediacompany, let's just put it out
there.
Every media company has awebsite, but it's usually
audience-facing.
Yeah, viewers or listeners,it's usually for that.
Readers.
Yeah, we're talking about thebusiness side of it.
Dani Buckley (14:03):
Yeah, so it's usually that, and then also
maybe like a corporate websitethat has like nothing of value
to an advertiser.
Matt Sunshine (14:11):
Maybe for shareholders.
Dani Buckley (14:13):
Yes, exactly.
Matt Sunshine (14:14):
That's the reason .
Dani Buckley (14:15):
You can see which markets they have.
You can see, you know, but it'sso.
My first just opinion is that Ifeel like that number is lower
than I would think it is becausethe truth is I feel like if we
looked at most media companiesin the US even, but even
globally, they don't have astrong B2B website that is
(14:36):
advertiser facing.
And why do I think this shouldbe a top priority?
I feel very strongly about this.
As you know, it's yourstorefront.
It's often the first thing aprospect or lead is going to see
and learn about you, and thereason this matters is that the
paradigm of sales has changedover the years.
(14:58):
We know that it's been a whilenow that the power is in the
buyer's hands.
Right, we have access, asbuyers and advertisers talking
about here right, to get so muchinformation, do so much
research, gather what they needbefore they talk to a
salesperson.
They do not typically do notwant to talk to a salesperson
until they're ready to talk to asalesperson.
(15:19):
Back when I sold radio whichwas now getting close to 15
years ago it it, I had all thepower that wasn't available.
They had to talk to me early intheir journey to get anything
related to station numbers, toyou know rates, to just knowing
about all kinds of things,events, whatever that has
(15:40):
changed.
We need to get caught up andyou need to have a website that
is educational, helpful, and ifnot, they're going to find it
somewhere else.
Matt Sunshine (15:52):
Yeah, I think we were together years ago when a
manager said boy, after afterkind of having a long
conversation about this, theirtheir response was I think I'd
rather have one less salespersonand have a marketing engine
that was producing leads andthought leadership and helping
(16:15):
my current salespeople pullprospects through the funnel
than anything else.
And and I think that you and Iwould agree with that, we stand
on that, we've talked about thatfor years, years and years and
years.
Any tips, any tricks, anythingthat, any advice you'd give to a
sales leader or an organization, someone high at the
(16:40):
organization whose site couldstand to be a little more
helpful for a businessclient-facing website.
Dani Buckley (16:48):
Yeah, yeah.
So number one make sure youhave one.
Make sure you actually have aB2B website that is
advertiser-facing.
Be sure you really understandwhoever's creating the website.
Be sure that they reallyunderstand your best customers,
your prospects, who youraudience is, who you're talking
to, what do they care about,what are the questions they have
(17:09):
?
Start there, of course.
Also make it easy to navigate.
So having lots of links andcalls to action and ways to just
move around the site I mean,this is the best practice for
websites, but it's easy to skipand so make it easy to move
around and have content.
This is key.
You need to be using thatwebsite to show your expertise,
(17:31):
to highlight what you know to bevaluable to your community and
to your market and to the peopleyou work with, and to show that
Don't just make it about theservices that you provide.
Be helpful, be consultative andshare content regularly on it.
Matt Sunshine (17:48):
Yeah, I think for media companies, one of the
biggest challenges is that themarketing folks they are focused
on talking about their product.
Yeah, right, what they do, whattheir product does.
I mean that is it'sproduct-based marketing.
That is, by design, right, it'sproduct-based marketing.
(18:12):
But when it comes to this,we're talking about the problems
that we solve, right, not theproducts that we have.
It's more about the problemsthat we solve and how we solve
them.
That needs to be on thatadvertiser-facing site and I
(18:33):
think that if anyone isinterested, all they need to do
is go to Leagy2 and read some ofthe blogs that you guys publish
over there and watch some ofthe case study videos.
I know there's at least one,maybe two on two, case study
videos on media that demonstrateexactly what you're talking
about today that I think peopleshould, should check out.
(18:55):
And with that, we'll wrap it upby saying thank you, Danny, for
joining us.
You are, you are and I say thiswhen you're not around, I say
it when you are you are the trueexpert when it comes to to
inbound marketing, leadgeneration, thought leadership,
(19:17):
sales enablement, especially inthe media space.
I don't think there's anybodyin the media space today that
knows more about lead genthought leadership and sales
enablement being done thecorrect way than you.
So thank you for for thank youfor working with me, but also
(19:37):
thank you for being a guest andsharing your wisdom.
Oh, thank you, I appreciate thatYou're, you're, you're, you're
as good as it gets, and that'simportant for everyone to know.
If you want to reach Danny, youcan her.
Her LinkedIn connection will bein in the show notes, but you
can also just go to DannyBuckley, lead you to Google
(19:58):
search Danny Buckley lead you to, you'll find Danny.
Yeah, she, she optimizesherself very well, as you would,
as you would expect, and thankyou for joining us and we'll see
you again on the next episodeof the improving sales
performance podcast.
This has been improving salesperformance.
Thanks for listening.
(20:18):
If you like what you heard,join us every week by clicking
the subscribe button.
For more on the topics coveredin the show, visit our website,
the center for sales strategycom.
There you can find helpfulresources and content aimed at
improving your sales performance.
Welcome to Improving Sales Performance, a
podcast highlighting tips andinsights aimed at helping sales
organizations realize, and maybeeven exceed, their goals.
Here we chat with thoughtleaders, experts and gurus who
have years of sales experiencefrom a wide range of industries.
I'm your host, matt Sunshine,ceo at the Center for Sales
Strategy Sales PerformanceConsulting Company.
(00:37):
In this episode, we'recontinuing our exploration of
the recently published MediaSales Report by looking at what
sellers and managers say abouttheir company's marketing
strategy.
Here to help me investigate whyso many are dissatisfied with
(00:57):
their organization's currentmarketing plan is Danny Buckley,
vp, general Manager at LeadG2.
Danny, as always, offers someamazing points to think about,
like why, when sellers aren'thappy with their company's
marketing efforts, often it's alack of sales and marketing
alignment that is really theissue at hand.
How conducting a content auditis imperative when considering a
(01:22):
sales enablement overall.
And, finally, how, if mediacompanies don't have a website
that's both educational and easyto navigate, many prospects
will simply find their solutionselsewhere.
With that, let's start theconversation.
Okay, so in the just publishedfifth annual Media Sales Report
(01:51):
it's the fifth year, I knoweveryone I'm talking to about
this.
It's kind of like we've allbeen in it the whole time.
It's hard to believe it's beenfive years.
Here's some of the data I wantyou to react to.
So 70% of sales managers and63% of salespeople wish their
companies would adopt amarketing plan that attracts
(02:14):
more leads and promotes thoughtleadership.
So think about that.
For a second 6% of managers andsalespeople say that their
current marketing plan rocks.
That's one of the things thatwe missed, right?
Do you think you have amarketing plan that rocks Only
(02:36):
6%?
94% thinking Pretty low.
94% doesn't rock.
Yeah, 6% rocks.
Okay.
So here's the question.
First of all, what do you thinkcontributes to this sentiment
among salespeople, and what doyou most often see when
salespeople aren't satisfiedwith their company's marketing
(02:59):
strategy?
What causes a sentiment andwhat do they mean by it?
Dani Buckley (03:03):
Yeah, so I think, well, I mean the first most
obvious that I'll just mentionthat causes it is that it really
might not be very good, right,it could be-.
Matt Sunshine (03:13):
If at all yeah.
Dani Buckley (03:16):
If that could be just very accurate and
especially in media, it's verypossible there just isn't one
that exists, so that's probablya big percentage of it.
And then for those that do haveone and still maybe feel that
way, I think that what could behappening is that there often
isn't really good sales andmarketing alignment, there isn't
open communication happening,so salespeople in particular may
(03:40):
not know what is going on.
They may not know what's in theworks, they may not know things
that are actually attributingto sales that they're not aware
of.
There's a lot of things I'veseen.
There may be leads coming in,but maybe they're not going
directly to salespeople so theydon't see that, or things aren't
being just shared and reportedon.
So I think there's a lack ofmaybe knowing.
(04:00):
And then the other thing isthat sometimes, when there is a
lead generation plan in place, Ido think that often salespeople
maybe aren't seeing the bestleads or they're not the actual
process of getting the leads tosalespeople might be broken in a
couple different ways.
Yeah, that's good input.
Matt Sunshine (04:19):
Second, my second question on this what would you
tell a sales manager who'sfrustrated with their current
marketing plan or their lack ofa marketing plan?
What would you tell them?
Dani Buckley (04:35):
Talk to someone, right.
So there's two different thingswe're talking about.
One it doesn't exist.
There's no one doing B2Bmarketing.
It doesn't exist, so that whatI would tell them to do is they
need to be the ones to leadgetting something like that
created right.
Often we see that it is salesleadership that is driving that
initiative to get it startedwithin an organization.
(04:58):
So that's one thing.
If it does exist to some extent, but they're just frustrated
with it, then I think thatreally having more regular and
more consistent communicationwith those people overseeing it
is key, and it goes both waysmaking sure that you're being
curious to really understandwhat marketing's doing and that
you really understand it, andalso that there's a space for
(05:19):
you and your salespeople to givefeedback, to make sure that
marketing actually understandsyour sales process.
Have they listened in on calls?
Do they really understandprospects?
That often is why maybemarketing isn't feeling like
it's serving sales, becausethere's just a lack of
understanding even.
Matt Sunshine (05:39):
Yeah, that's really good input.
But yeah, talk to someone.
Dani Buckley (05:43):
Yeah, it starts, there.
Matt Sunshine (05:44):
Like have a conversation, get in the game,
right.
Dani Buckley (05:47):
Yeah, make it happen Like if you want it.
Make it a priority.
Matt Sunshine (05:53):
Yes, manifest it.
Dani Buckley (05:56):
Yes, exactly that's the way.
Matt Sunshine (05:58):
That's the 46% of salespeople report being not
sure or dissatisfied with theircurrent quality of their sales
collateral, their salesenablement resources.
First question how canorganizations ensure that
they're providing the best salesenablement possible for their
(06:21):
sellers?
What do you recommend?
Dani Buckley (06:25):
Yeah, okay.
So this is something I talkabout a lot, so I feel
passionate about it.
The first thing I alwaysrecommend is do an actual
content audit.
Make sure you know what exists.
I hear so often like we don'thave resources, we don't have
content, and then someone's likewait, we have these 50 things
that nobody uses.
So make sure you actually knowwhat's out there, and I like to
(06:46):
just say separate it Good, thisis stuff that's usable, that use
it today, stuff that needs tobe updated but it's good, or
stuff that we need to throw out.
I love that process.
Do a content audit, so startthere and then talk to
salespeople.
That includes both groupbrainstorms and discussions, but
also one-on-one conversations,because people share differently
(07:08):
in those environments and gettheir feedback right.
Find out what they need, whatthey find valuable, what they're
learning in the sales process,things like that.
And then I also think, usetechnology.
Track how sales enablement,content resources are being used
right.
Do you see?
There is technology that allowsyou to see which types of
(07:29):
documents or videos are beingviewed or shared, or actually
get a prospect to open something.
Use data to really know what isor isn't working, so that
you're not just building things,to build things when you don't
actually know if you need it andif it's gonna work.
Matt Sunshine (07:43):
So same question, maybe a little different.
Thinking specifically, what cana salesperson someone who not a
sales leader, but a salespersonthat is both frustrated that
they don't have the salesenablement resources that they
wish they had, but at the sametime, let's not key in on the
(08:08):
frustration, rather, what canthey do to better their
situation In part?
Should they look for something?
Should they do something?
Dani Buckley (08:20):
Yeah, that's a good question.
I think that I mean, again,communication, tell someone what
you're thinking.
But to go even deeper on that,I would say first off, make sure
you're actually aware of andusing the stuff that you have
and I say that again becausethat can give you talking points
(08:40):
and understanding to say, hey,I know we have these three case
studies, but the reason I don'tuse them is because of XYZ.
Or I love these things but Idon't.
I could really use this, like,I think, the more specific of
feedback that they can gatherand that could be as simple as
keeping a post it on your deskand jotting down the stuff you
wish you had.
Or you notice you're sending anemail and it would be awesome
(09:02):
to have this thing.
Yeah, the more specific thebetter.
Matt Sunshine (09:06):
Yeah, what?
I've heard you say this beforeand I've heard others say it as
well, not necessarily on thistopic, but the same general
thing is make a list of all thethings that you wish you had, be
as specific as possible andthen prioritize them, knowing
that you probably can't doeverything.
(09:27):
So if you could only do one,which one would you do?
All right, you brought up casestudy videos, so let's go there.
So 85% of salespeople, 66% ofsales managers, tell us that
they don't have more than twocase study videos.
(09:49):
All right, so that's the setup.
In your opinion, what are thereasons that sellers need to
have video case studies at theready?
Dani Buckley (10:01):
Yeah, because video works.
People love video.
The data shows it.
We see it across the board, notto say that having things that
aren't video doesn't work too.
But, like, video works, we seeit time and time again.
A prospect is more likely towatch a 60, 90 second video than
they are to open and read a PDF, even if it's just one or two
(10:22):
pages.
So that's number one.
Number two there's justsomething more relatable,
personable, about seeing someonetalk about their experience,
versus like, oh, a quote waspulled out and put on in writing
.
I just think there is somepsychology to that being able to
see a person and it feels justmore real and believable.
(10:46):
But also I want to add that,yes, it's important and I do
agree with the sentiment that weneed more case study videos.
I also don't think it'sabsolutely necessary, and what I
see happen sometimes is peopledon't create any case studies
because they don't have time todo the video.
So my little piece of advice ismake the case studies what it's
(11:07):
better to have written casestudies or even just
testimonials, nothing.
So start somewhere, but videoworks.
Matt Sunshine (11:15):
Do you have any success stories that you can
share that came as a result ofusing a case study video?
Dani Buckley (11:25):
Yeah, I don't know if I have a very I can think of
like just a really specific one, but we see it all the time,
both for ourselves, for our ownsales here at our companies, but
with our clients, with mediasales organizations.
What we see and hear fromsalespeople is that they
(11:46):
couldn't get an email opened,and then that was the email that
someone opened.
Right, they couldn't get aprospect to engage with them,
and then that was the thing.
So the video often we're notjust hearing it from them, but
we're seeing it in differenttracking and tools that we use.
That it really does increaseengagement and, yeah, so I mean
that's the most specific I canget to, but we hear it and see
(12:07):
it pretty often.
Matt Sunshine (12:09):
Yeah, I know Leigh G too, that you run has a
couple of really really justamazing case study videos.
Yeah, it's always fun.
From my point of view, it'salways fun to watch those with
prospects.
When prospects ask, do you haveany examples?
(12:34):
And we can share that videowith them and be there while
they watch it not on their ownand see them say things like wow
, you helped that companygenerate that much in that
amount of time.
It's very cool and it leads toa different type of conversation
.
Yeah, I love that.
(12:55):
More focused on the result thanthe product.
Dani Buckley (13:01):
Yes, how we actually can help.
Matt Sunshine (13:05):
Yeah, all right.
Next question for you Over halfof the managers 56 percent say
their company's website doesn'tmake it easy for a prospect to
understand who they are as anorganization or what problems
(13:26):
that they solve.
So just over half 56 percent ofmanagers say they don't have a
website where it makes it easy.
So, in your opinion, why doorganizations need to have a
helpful website as their toppriority, especially because
this is a media sales report?
(13:46):
Yeah, almost every mediacompany, let's just put it out
there.
Every media company has awebsite, but it's usually
audience-facing.
Yeah, viewers or listeners,it's usually for that.
Readers.
Yeah, we're talking about thebusiness side of it.
Dani Buckley (14:03):
Yeah, so it's usually that, and then also
maybe like a corporate websitethat has like nothing of value
to an advertiser.
Matt Sunshine (14:11):
Maybe for shareholders.
Dani Buckley (14:13):
Yes, exactly.
Matt Sunshine (14:14):
That's the reason .
Dani Buckley (14:15):
You can see which markets they have.
You can see, you know, but it'sso.
My first just opinion is that Ifeel like that number is lower
than I would think it is becausethe truth is I feel like if we
looked at most media companiesin the US even, but even
globally, they don't have astrong B2B website that is
(14:36):
advertiser facing.
And why do I think this shouldbe a top priority?
I feel very strongly about this.
As you know, it's yourstorefront.
It's often the first thing aprospect or lead is going to see
and learn about you, and thereason this matters is that the
paradigm of sales has changedover the years.
(14:58):
We know that it's been a whilenow that the power is in the
buyer's hands.
Right, we have access, asbuyers and advertisers talking
about here right, to get so muchinformation, do so much
research, gather what they needbefore they talk to a
salesperson.
They do not typically do notwant to talk to a salesperson
until they're ready to talk to asalesperson.
(15:19):
Back when I sold radio whichwas now getting close to 15
years ago it it, I had all thepower that wasn't available.
They had to talk to me early intheir journey to get anything
related to station numbers, toyou know rates, to just knowing
about all kinds of things,events, whatever that has
(15:40):
changed.
We need to get caught up andyou need to have a website that
is educational, helpful, and ifnot, they're going to find it
somewhere else.
Matt Sunshine (15:52):
Yeah, I think we were together years ago when a
manager said boy, after afterkind of having a long
conversation about this, theirtheir response was I think I'd
rather have one less salespersonand have a marketing engine
that was producing leads andthought leadership and helping
(16:15):
my current salespeople pullprospects through the funnel
than anything else.
And and I think that you and Iwould agree with that, we stand
on that, we've talked about thatfor years, years and years and
years.
Any tips, any tricks, anythingthat, any advice you'd give to a
sales leader or an organization, someone high at the
(16:40):
organization whose site couldstand to be a little more
helpful for a businessclient-facing website.
Dani Buckley (16:48):
Yeah, yeah.
So number one make sure youhave one.
Make sure you actually have aB2B website that is
advertiser-facing.
Be sure you really understandwhoever's creating the website.
Be sure that they reallyunderstand your best customers,
your prospects, who youraudience is, who you're talking
to, what do they care about,what are the questions they have
(17:09):
?
Start there, of course.
Also make it easy to navigate.
So having lots of links andcalls to action and ways to just
move around the site I mean,this is the best practice for
websites, but it's easy to skipand so make it easy to move
around and have content.
This is key.
You need to be using thatwebsite to show your expertise,
(17:31):
to highlight what you know to bevaluable to your community and
to your market and to the peopleyou work with, and to show that
Don't just make it about theservices that you provide.
Be helpful, be consultative andshare content regularly on it.
Matt Sunshine (17:48):
Yeah, I think for media companies, one of the
biggest challenges is that themarketing folks they are focused
on talking about their product.
Yeah, right, what they do, whattheir product does.
I mean that is it'sproduct-based marketing.
That is, by design, right, it'sproduct-based marketing.
(18:12):
But when it comes to this,we're talking about the problems
that we solve, right, not theproducts that we have.
It's more about the problemsthat we solve and how we solve
them.
That needs to be on thatadvertiser-facing site and I
(18:33):
think that if anyone isinterested, all they need to do
is go to Leagy2 and read some ofthe blogs that you guys publish
over there and watch some ofthe case study videos.
I know there's at least one,maybe two on two, case study
videos on media that demonstrateexactly what you're talking
about today that I think peopleshould, should check out.
(18:55):
And with that, we'll wrap it upby saying thank you, Danny, for
joining us.
You are, you are and I say thiswhen you're not around, I say
it when you are you are the trueexpert when it comes to to
inbound marketing, leadgeneration, thought leadership,
(19:17):
sales enablement, especially inthe media space.
I don't think there's anybodyin the media space today that
knows more about lead genthought leadership and sales
enablement being done thecorrect way than you.
So thank you for for thank youfor working with me, but also
(19:37):
thank you for being a guest andsharing your wisdom.
Oh, thank you, I appreciate thatYou're, you're, you're, you're
as good as it gets, and that'simportant for everyone to know.
If you want to reach Danny, youcan her.
Her LinkedIn connection will bein in the show notes, but you
can also just go to DannyBuckley, lead you to Google
(19:58):
search Danny Buckley lead you to, you'll find Danny.
Yeah, she, she optimizesherself very well, as you would,
as you would expect, and thankyou for joining us and we'll see
you again on the next episodeof the improving sales
performance podcast.
This has been improving salesperformance.
Thanks for listening.
(20:18):
If you like what you heard,join us every week by clicking
the subscribe button.
For more on the topics coveredin the show, visit our website,
the center for sales strategycom.
There you can find helpfulresources and content aimed at
improving your sales performance.
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