They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.


Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.


HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session

Free Assessment: How does your sales & marketing measure up?

Get Started

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Inbound Marketing

"Emotion Analytics, Rand Fishkin, and 3 Key Marketing Shifts" The IMPACT Show Ep. 41 [Show Notes]

Stephanie Baiocchi

By Stephanie Baiocchi

Mar 2, 2018

"Emotion Analytics, Rand Fishkin, and 3 Key Marketing Shifts" The IMPACT Show Ep. 41 [Show Notes]

Ithis week's episode of The IMPACT Show, special guest co-host Stacy and I discussed what's going on in IMPACT Elite, 3 key marketing shifts identified at Traffic & Conversion Summit, Google search snippets, and much more.

Just in case you missed us live (or if you want to relive the magic), you’ll find the episode’s show notes below as well as the recording. It's also on YouTube. That reminds me...are you subscribed to our YouTube Channel?

Enjoy and make sure to share! 

Like what you saw? Make sure to subscribe to email reminders and give us a review on iTunes.

Have feedback or questions? We’d love to hear it. Comment on this blog or email us at

IMPACT Updates

Updates to the HubSpot Partner Directory

The HubSpot partner directory got a face lift! What's new?

Well, you may notice you can’t leave a new review right now. HubSpot said they knew reviews needed tweaking so they are working on a better, new review system but for now you’ll only see existing reviews. They also removed a few filters that weren’t getting much use.

However, the page definitely got a face lift and is now available to non-HubSpot customers whereas it only used to be in the app. Now users can find a partner before they begin their HubSpot journey.
Listings are also now available for un-tiered partners. This helps with sales partners who focus on sales enablement and sales tools.

Ultimately, as a marketer at an organization the changes will make it easier for you to find an agency to match your needs.

Traffic and Conversion Summit Update!

As are most things DigitalMarketer puts on, it was great! 3 days chock full of great content, speakers and insights. Bob, Tom and Stacy brought back lots of info for our team but Bob also shared the Ryan Deiss keynote in Elite and asked how everyone felt about it.

What Marketers Be Talkin' 'Bout

Where we go over what you're saying in IMPACT Elite.

In Elite, Bob shared the 3 shifts that Ryan Deiss believes all marketers need to be aware of and take advantage of:

Conversation is the new lead, and how we need to capitalize on the power of chat bots to engage with our customers in a faster, more helpful way.

Community is the new brand - and how important it is for you to be the go-to resource for your industry.

Customer is the new power broker, and the companies that are the most customer centric will win.

Stacy weighed in to say all of this was continuously reinforced by the other speakers at Traffic & Conversion Summit. 

She went on to say how conversation marketing was by far the hottest topic at the conference. David Cancel (CEO of Drift) had some amazing points along these lines about how we marketers have become so obsessed with excel spreadsheets and analytics that we forget how important human conversations are, and how much more valuable to the business they can be than numbers in a spreadsheet.

At IMPACT, we clearly believe in community, so this one is a no-brainer. Facebook is making a lot of moves and changes to foster this type of community engagement so it is only going to become more important.

What I love about the third one (Customer is the new power broker) is that it isn’t new at all. Customer has always been king, sometimes we just need a reminder.

I also loved the 40+ comment thread on Bob's discussion in Elite where Chad Pollitt, John McTigue, Doug Davidoff and Chris Handy had an EPIC conversation about all of this. Chris even suggested a “Facebook live [with] a good-natured panel discussion” which I would personally love to witness!

Next in Elite...

There was a great post by Kaitlyn Casso: I'm looking for some recommendations on how to get sales buy-in when it comes to videos. [...]Here are things they are worried about:

  • Displaying the client to the public giving our competitors a chance to try to steal them
  • They will feel uncomfortable recording themselves
  • It will put a damper on their relationship because now they are uncomfortable saying no to us.

We tend to get pushback from anything where we're asking sales to help even after sending over stats and articles. Check out the full post and discussion in Elite.

Zach Basner replied with a few thoughts. He said "first, the chances of them being stolen shouldn’t be a major concern because you’re already recognizing them as one of your greatest customers. [...]

There’s a chance they’ll say no. But if that’s all it takes to dampen the relationship, then perhaps they aren’t the best candidate for a video testimonial in the first place."

He also attached a few video testimonials he loves! Check them out.

Salma Jafri replied agreeing with Zach and pointing out how a good next step would be to map out the types of videos according to a potential buyer's journey.

Stacy said: "I'd agree with most of the great advice presented by the incredibly smart members of elite. Often one of the most overlooked parts of this conversation is how it will make the customer feel to be a part of something like this. Most often they are flattered that you’d like them to participate and it actually helps with the relationship. And as all marketers, I like to play amateur psychologist. But one of the most interesting things about humans is how being asked to do a favor someone actually makes us like them more."

There was another great post by Elite member John McTigue posted: “With all of the hype about AI and automation in sales and marketing, how are you layoff-proofing yourself? What will make you indispensable in the next few years?” Check out the full post and discussion in Elite.

I personally was drawn to this immediately because it closely relates to the topic I’m submitting to speak on at INBOUND this year. 

John said he’d: "learn as much as possible about all of the apps coming on stream, pick a few that make the most sense for your typical clients and dive in. Be THE EXPERT in those apps. Then show the money to your company, your customers and the World."

Ed Marsh reminded us “but simultaneously know that the run will only last 2-3 years and don’t get comfortable even as dominant. Really hard!”

Emily Hulstein weighed in saying: “AI can only offer so much “human” to it’s list of capabilities. Practice empathy and become great at understanding the power of emotional human connections. That can’t be replaced. You will always bring something to the table that AI cannot.”

Digital Marketing News

Where each week, we share one thing from the world of digital marketing that caught our eye.

Forbes: Let’s Get Emotional: The Future of Online Marketing

Emotion analytics has been a field for a number of years now, but mostly relegated to super techie machine learning companies. They’ve been working to build methods to analyze voice, tone, posture, and other indicators of emotions to try and quantify and analyze someone’s emotions.

Now marketing is going to benefit from some of these ideas. There are a few companies out there working on facial tracking technologies to do just this (in fact Apple even bought one of these start-ups to bring the knowledge in house).

This will help bring us back to the core of marketing. We know that people buy a feeling or an emotion rather than a product or a “thing.” This technology may help us dial in our messaging and help connect companies to the consumers they serve on a more human level.

Rand Fishkin: “My Last Day at Moz. My First Day at SparkToro.”

Rand's post was so transparent and honest and I think that's part of what we love so much about him. What caught my eye even more though was what he's up to next. Rand says in his blog, “I’m hoping we can solve the thorny, painful problem of discovering where a given audience spends time, who and what they listen to, and where they engage. 

Some folks call this “influencer marketing” but I’ve found that terminology to be too limiting. It’s often exclusively associated with paying Instagram and YouTube celebrities to post about a product, and that’s not where this product/company is going. In the next year, I hope to have a product I can show you." 

I'm really excited to see what he comes up with!

Search Engine Land: Multifaceted featured snippets begin rolling out in Google search results

Roughly 41% of voice search results came from Featured Snippets.

Multifaceted featured snippets will be surfaced for queries that are sufficiently broad enough to allow for more than one interpretation of what was submitted. When this happens the results page will include more than one featured snippet.

One of the most interesting parts is it says “with the original query rewritten as the questions the algorithm assumes the user may have intended” Sound familiar? Sounds like They Ask You Answer to me! 

Next Steps:

We would love your comments! Feel free to send us an email or comment on the Facebook thread. 

If you really liked it, please give us a 5-star review on iTunes. 

We're going to IMPACT Elite to ask what you want us to talk about, so jump in on the post there.

Join Us Next Week! 

We'll be back again next Thursday, March 8th at 1:00 PM ET

Until next time... get out there and make it happen.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

The Hidden Costs of a Cheap Website

November 29, 2023
Vin Gaeta Vin Gaeta

Your Website in 2024: The Future of Trends, Tech, and Traffic

November 1, 2023
Vin Gaeta Vin Gaeta

How to Humanize Your Content While Using AI

September 11, 2023
Mandy York Mandy York

What is the Inbound Marketing Funnel? (+ Examples)

July 27, 2023
Anj Bourgeois Anj Bourgeois

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

Word-of-Mouth is Fragile; Here's How to Build Market Durability

May 10, 2023
Marcus Sheridan Marcus Sheridan

9 Best Customer Feedback Tools for Businesses of Every Size

March 27, 2023
Stephanie Baiocchi Stephanie Baiocchi

How to Ghostwrite Content for a Subject Matter Expert

March 20, 2023
John Becker John Becker

What Happens When You Don't Have Buy-in for Your Inbound Strategy?

March 9, 2023
Stephanie Baiocchi Stephanie Baiocchi

How To Set Content Marketing Goals for Growth

December 29, 2022
Brian Casey Brian Casey

Inbound Marketing for Logistics Companies (Transportation and Warehousing)

December 8, 2022
John Becker John Becker

How Much Does Inbound Marketing Cost in 2023?

November 28, 2022
Stephanie Baiocchi Stephanie Baiocchi

How To Grow Your Email List: 13 Savvy Tips To Try in 2023

November 22, 2022
Stephanie Baiocchi Stephanie Baiocchi

Content Marketing in 2024: Principles, Platforms, and Content Distribution

November 8, 2022
Marcus Sheridan Marcus Sheridan

7 Inbound Marketing Strategy Mistakes that Will Cost You in 2024

October 19, 2022
Stephanie Baiocchi Stephanie Baiocchi

Inbound Marketing for Construction Companies

June 11, 2022
Stephanie Baiocchi Stephanie Baiocchi

What is the Inbound Marketing Methodology?

June 8, 2022
Allison Melnik Allison Melnik

Inbound Marketing for Staffing Agencies

May 28, 2022
Stephanie Baiocchi Stephanie Baiocchi

Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers

May 7, 2022
John Becker John Becker

IMPACT+ for Business vs. the They Ask, You Answer Mastery Program

April 15, 2022
Stephanie Baiocchi Stephanie Baiocchi

Inbound Marketing for Franchises: Attracting Your Audience

March 25, 2022
Carolyn Edgecomb Carolyn Edgecomb

3 Surefire Signs Your Content Is Hitting the Wrong Audience

March 18, 2022
Stephanie Baiocchi Stephanie Baiocchi

Inbound Marketing for Higher Education

March 11, 2022
Stephanie Baiocchi Stephanie Baiocchi

Starting a Business Blog? Features and Best Practices for Success in 2022

March 10, 2022
Stephanie Baiocchi Stephanie Baiocchi

11 Books Every Black Sales and Marketing Professional Should Read in 2022

March 5, 2022
Stephanie Baiocchi Stephanie Baiocchi