Digital Sales & Marketing
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
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

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

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Video
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
HubSpot
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Free HubSpot sales and marketing courses

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

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

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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HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

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Web Design
Web Design
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Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

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Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

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How Do I Create Accurate Buyer Personas?

How Do I Create Accurate Buyer Personas? Blog Feature

January 17th, 2013 min read

It's a question all marketers and business owners have asked themselves.

Who is my ideal prospect?

Where can I find them?

What kinds of things influence their buying behavior?

While buyer personas are a way of characterizing all of this information in an effort to execute a more targeted marketing campaign, they're often a source of confusion for many companies in getting started.

How exactly do you go about creating an accurate buyer persona? How can you possibly attain this information about your target audience? We've put together a valuable resource that helps to outline and detail everything you need to know for creating effective buyer personas.

If you're looking to learn more about turning these tips into actual results, continue reading the full ebook.

Buyer Behaviors

The goal here is to try and picture your buyer in a “daily life” situation.  We think about how they would likely research and look up information before making a purchase.  We ask questions like:

  • What sort of products or services do they spend time online researching?
  • How do they plan on using those products?
  • What do they do online (i.e. are they social media junkies?  Do they read blogs?)
  • Do they like reading “trend” pieces? Current events?  Educational pieces?
  • Do they watch videos or listen to audio (i.e. podcasts)?
  • What kind of keywords do they use when performing searches online?

Once we get a good idea of what you think their buying behaviors will be, we’re able to work with our clients to start creating a tailored and targeted marketing plan that will really help you move your products and services.

Keep it Realistic

While you don’t want to think of a real person specifically in mind when creating your buyer persona (this may cause you to create too specific of a buyer persona that may end up being more limiting than helpful), you can use that “someone” as a sort of template for who the buyer may be.

But it’s important to keep it realistic. Just because you think one group of personas is more adventurous in the buying behavior, doesn’t mean they’re avid skydivers. And really, how would that even help you?

Keep it realistic and relevant to the ultimate goal, which is to more effectively market your services to their interests and needs.

Continue reading the full ebook…

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