Digital Sales & Marketing
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Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

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Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

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Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

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They Ask, You Answer
They Ask, You Answer
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Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

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Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

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Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

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They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

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Virtual Selling
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Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

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Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

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Video
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Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

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Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

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The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

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Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

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HubSpot
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Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

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HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

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Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

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Account-Based Marketing In 5 Minutes (Or Less) [infographic]

Account-Based Marketing In 5 Minutes (Or Less) [infographic] Blog Feature

Nick Bennett

Sr. Marketing Manager, Retains 16 HubSpot Certifications, 8+ Years Experience in Customer Service & Marketing Strategy

May 23rd, 2018 min read

We’ve talked a lot about account-based marketing (ABM) recently and the general consensus around here is that it’s good for you, your brand, and your bottom line.

There are a lot of tactics to juggle, inbound and outbound when building an ABM strategy, so here is a super condensed version of its key principles to help you make sense of it.

Define Your Prospects

Discover the traits all of your dream accounts share and get them on paper. Start with the firmographics or the most descriptive qualities of the firms to decide what make these accounts so desirable to you.

Firmographic_Variables

Image Credit

We recommend pulling together a list of 10-15 pie-in-the-sky accounts to target for starters. This helps keep costs down and efforts focused.

Personalized Messaging

Getting hyperpersonal is a big part of ABM overall; I'm talking about connecting with the individual on a level no other business has even attempted to do before.

This type of personalized outreach can take the form of emails, customized gift boxes, handwritten notes/letters, and individualized videos.

Doing this entails actually getting to know them as a human being through channels like Facebook, LinkedIn, and the company’s “About Us” page, before reaching out to them directly.

Incorporating this information will make a deeper connection than a cold personalization token in an email ever could.

While not related to selling for a business, our Director of Talent, Natalie Davis, once wrote about a great example of this kind of care to personalized outreach.

She shared a story about when a then job applicant (and my current deskmate), Kyle Bento, sent highly targeted follow up emails to her about things he learned she was interested in from her profiles.

With this personal touch, he cut through the noise and made his way in front of the decision maker. As she mentions in her article, this isn’t enough to close the deal but it is enough to get noticed.

In this case, Kyle was the product and IMPACT was the account he was trying to win. Sounds like account-based marketing to me.

Lead Nurturing

Once these personalized messages are deployed, it’s imperative to have a lead nurturing plan in place.

Detail your touchpoints with your sales team so that once the prospect reads the email, watches the video, or receives the package, you know how and who should  follow up.

Targeted Campaigns

Keeping with the personalized experience you’ve been curating for this account, following up with specific and intentional content relevant to their pain points or interests is a huge win.

Sending content that is trending in the prospect’s specific industry or job function adds value to their day (with you to thank) and takes that personalization to the next level.

Rinse & Repeat

Overall, you want your marketing campaign, good or bad, to produce a ton of data for you to look back on, reflect, and optimize.

Track a prospect’s progress with your company and where they flow in the funnel, or if they even flow at all.

Your motivation in this stage is to reduce friction in the customer experience as you are attracting potential clients so they can more comfortably move down the funnel towards making a purchase.

You’re looking to measure their interactions (did they open the email, receive the package, go to your website, fill out a form, etc.) and response to it.

If conversion metrics and engagement are lower than expected, look into the things discussed above to find out what went wrong.

Identify areas of improvement and do it again.

Want to learn more about account-based marketing? Read the full infographic from Marketo below:

account-based-marketing-infographic

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