Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

No Sh*t vs. Oh Sh*t Marketing

By John Bonini

John Bonini also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

No Sh*t vs. Oh Sh*t Marketing Blog Feature

oh-shit-marketingI recently gave a talk on this topic at HubSpot’s INBOUND conference in Boston, and because of the overwhelmingly positive response, I figured I’d share the concept (as well as my affinity for swearing in front of a large room of mostly strangers) with you here.  

Truth be told, I was reluctant to give the talk at first, as the audience was made up of mostly HubSpot Partners. (I heard of a few non-partners that snuck in, but don’t worry, your secret is safe with me.) 

I told Patrick Shea, channel marketing manager over at HubSpot, “you want me to preach to the converted on how to do inbound marketing?” 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

 

This room had perhaps the highest concentration of top-level inbound practitioners than any other room at the conference. They don’t need to be patronized with advice on how they should be blogging or engaging with their audience on social media.  

“No shit, John,” they’d say. 

I wish I could tell you something far more profound on how the concept for this talk was conceived, but there it is in all its unabashed glory.  

Too many of us read advice on No Shit marketing every day, or even worse, are practicing it. We follow conventional wisdom, or as it’s sometimes disguised – best practices. We see what everyone else is doing, and we do that too. 

If you’re jumping on the bandwagon, just remember that you can’t be steering it.

Here are the main differences between both concepts. 

No Shit Marketing.

You’re blogging. Several times a week even. 

You’re posting to Facebook and Twitter. 

You understand your sales funnel. 

Your marketing and sales teams communicate. 

You have downloadable content, like ebooks. 

You’re sending emails to reengage prospects. 

You have calls-to-action on important pages on your website. 

You know your target audience.

Your homepage features customer testimonials. 

Oh Shit Marketing. 

You’re sitting in on consultation calls (or maybe even running a few yourself) to identify the most common questions and challenges. Your answers happen to come in the form of blog posts. 

You understand the varying behaviors of each social network...

Facebook: What are those closest with me up to?

Twitter: What’s happening right now? What should I know?

LinkedIn: How can I do my job better? 

…and craft your messaging to support them. 

Not only do you know your sales funnel, but you also know how your particular audience behaves within it. You understand your ecosystem

Marketing makes connect calls as an exercise for understanding the assets sales needs to close, and sales contributes their unique insights to the company blog. 

You removed the sidebar of your blog in an effort to improve the reader experience and increase conversion rates. (Say what?)

Your premium content is an extension of the most common challenges your audience is having, and as a result, your overall business objectives. All published content (like blog posts) align with these offers. 

You’re sending emails to segments of your audience based on their behaviors and interests, ensuring more personalized communications. 

You have detailed buyer personas, which are live documents updated by marketing and sales based on data and customer/prospect communications.

Your customer testimonials are strategically placed on the appropriate pages and stages of the buyer’s journey. You even feature customer photos, names, and even social links so prospects can reach out to them. 

Oh Shit marketing is more about brains over tactics. It’s actions over tools. It’s fearless. Different. It breaks things and puts them back together, only this time better. Because that’s what great marketing is. There is no formula. If you’re following one, then no shit, so is someone or everyone else. 

How will you be different? 

P.S. Many have asked, so here are the slides from my INBOUND '14 presentation. 

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Published on September 23, 2014

Recent Articles

Video Marketing: What Your 2022 Business Video Strategy Must Include
January 17, 2022 • 10 min read
8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read
How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
November 9, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
Benefits of Online, Peer-to-Peer Learning for Digital Marketers
October 30, 2021 • 8 min read
How is IMPACT Different From Other Agencies?
October 27, 2021 • 5 min read
Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business
October 26, 2021 • 7 min read
How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)
October 20, 2021 • 8 min read
How to Get Your Whole Team to Buy in to They Ask, You Answer
October 19, 2021 • 4 min read
Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)
October 13, 2021 • 1 min read
Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)
October 7, 2021 • 8 min read
How to Grow a Digital Marketing Agency (with Coaching Services)
October 6, 2021 • 6 min read
36 Eye-Opening Inclusive Marketing Statistics That Prove Its Power for 2022
October 6, 2021 • 6 min read
Hire Freelance Writers with Caution (Read this First)
September 27, 2021 • 10 min read
5 Key Elements of a Winning Inbound Marketing Strategy
September 14, 2021 • 14 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read