Digital Sales & Marketing
Digital Sales & Marketing

Free digital sales and marketing courses

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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

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

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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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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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

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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Hubcast 185: Content Throwdown with HubSpot Academy's Jorie Munroe & Justin Champion

Hubcast 185: Content Throwdown with HubSpot Academy's Jorie Munroe & Justin Champion Blog Feature

Carina Duffy

HubSpot Trainer, Co-Host of the Hubcast, INBOUND Speaker, Certified HubSpot Trainer, Retains 10 HubSpot Certifications

July 19th, 2018 min read

On this week's episode of the Hubcast, we flush the format to bring you a conversation with two HubSpot Academy Professors: Jorie Munroe (Conversion Rate Optimization and Reporting & Analytics) and Justin Champion (Content Marketing).

Check out the full episode audio below, OR watch the full video episode below that!



The Basics of Pillar Content & Topic Clusters: What Are They and What's the Difference?

With HubSpot's recent push for pillar content and topic clusters, some of the definitions of those terms have gotten wishy-washy.

Thankfully, Jorie recently published a post on the HubSpot User Blog outlining exactly that: what pillar pages are, and what their relationship is to landing pages. Read that here.

Here are two pillar page examples that Justin mentioned in this episode:

Gated vs. Ungated Content: Which is Better?

With the rise of pillar content and topic clusters, many companies (take Drift for example) have publicized how they've gone completely ungated with their content.

To a traditional inbound marketer, this seems completely ridiculous at face value.

How do you generate leads if you don't gate any of your content? How can I nurture leads if I'm not getting them into my CRM at the top of the funnel?

Well, the proof is in the pudding.

While the three of us don't think that gated content should necessarily go away completely, we all agree that everyone, in every industry, should be testing (the keyword here is testing!) progressively ungating their content.

We discuss many reasons why, in this episode, but one of the foundational reasons if for search engine optimization.

If we're hiding our best content behind a form, search engines won't be able to find it, and they won't know how great of an educational resource we are!

How Do Marketers Adjust?

Ultimately, marketers need to think critically about the content they produce and where it fits into their overall content strategy.

Is this educational content that will help show search engines that we are the authoritative resource on the topic? Build it into your topic clusters and keep it ungated.

Is this proprietary information or information that we don't want search engines to find? Keep it gated.

While not all instances are that black and white, when thinking critically about the purposes we want our content to serve, the decision to gate it or ungate it, to incorporate it into pillar content or use a landing page, becomes much clearer.

Until Next Time

If you enjoyed this episode, and want to hear more from Justin and Jorie, leave a comment below and let us know!

Until next time, happy HubSpotting!

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