Digital Sales & Marketing
Digital Sales & Marketing
Close

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+.

View all free coursesView all free courses

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.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

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

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

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.

Take the course nowTake the course now

Hire a coach

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

Learn moreLearn more

Case studies

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

View case studiesView case studies

They Ask, You Answer, the book

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

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

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.

Learn moreLearn more

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.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

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

Take the course nowTake the course now

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.

Watch past events on demandWatch past events on demand

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.

Learn moreLearn more Buy the bookBuy the book

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.

Learn moreLearn more
HubSpot
HubSpot
Close

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.

Watch on-demandWatch on-demand

HubSpot training and implementation

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

Learn moreLearn more
Web Design
Web Design
Close

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+.

Watch on-demandWatch on-demand

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.

Learn moreLearn more

How to know if you’re ready for Digital Sales and Marketing Mastery

Our ideal-fit clients have around $5 million in annual revenue and work in industries where buyers crave educational information — and they are ready to fully embrace a customer-centric business model.

How to know if you’re ready for Digital Sales and Marketing Mastery Blog Feature

John Becker

Revenue and Features Editor, Co-host of Content Lab, 15+ Years of Writing and Teaching Experience

April 16th, 2021 min read

When we teach They Ask, You Answer to our clients, a principle sometimes met with resistance is this one: You need to make sure your prospects know who is — and who is not — a good fit for your products or services. 

This runs contrary to some businesses’ DNA. Sales reps often want to sell to anyone they can, and businesses are sometimes so enamored of their own offerings that they think everyone should be a customer. But trying to sell to bad-fit prospects means frequent rejection, missed meetings, unreturned phone calls, and low close rates, or unhappy customers, which no one wants.

At IMPACT, we follow They Ask, You Answer ourselves, so we are here to follow suit. 

In our Digital Sales & Marketing Mastery program we train businesses that want to take ownership of their marketing and optimize their sales process. To do so, we offer a rigorous blend of leadership coaching, strategic planning, and training sessions that focus on SEO, content strategy, video production, HubSpot expertise, and sales techniques. 

We believe our program offers an unparalleled, transformational experience for our clients, but we know it’s not for everyone.

Because we want to sell our services to great-fit clients, we need to candidly address fit. So, here we go.

Universal principles, client-specific services

Digital Sales & Marketing Mastery is a formalized program to teach Marcus Sheridan’s groundbreaking business strategy They Ask, You Answer. At the core, They Ask, You Answer is based on two simple principles:

We consider these beliefs to be just about universal. Think about it, whether you’re buying a new refrigerator or a life insurance policy, you start out with a search engine. And as you move closer to purchase, those companies that built trust with you by being honest and open are more likely to get your business. 

But while these They Ask, You Answer principles should fit into every business’ strategy, our Mastery training and coaching program has been fine-tuned to the needs of certain types of clients. 

This is intentional, according to Sales Director Marc Amigone: “We didn’t want to create a product that was so watered down that it applied loosely to everyone. Instead, we built Digital Sales & Marketing Mastery to be really, really helpful for a specific type of company.”

Who is that type of company?

The Mastery program is uniquely tailored to SMBs with a customer base eager to be educated. 

Although we work with a wide range of clients, those in home services, software, manufacturing, real estate, insurance, healthcare, high-end retail, and IT have all seen runaway success in the program

How do we know a client will be a good fit?

Our best-fit Mastery clients display a combination of certain concrete metrics and cultural attributes. In short, you need to be both financially solvent and ready for change.

Marc believes that the most important quality of a great-fit Mastery client is that they want to do the work. It sounds simple, but it’s true. 

Training your team to take ownership of your sales and marketing is no easy task. Yes, the benefits are enormous, but they don’t come without effort. Some businesses just don’t want the hassle. They’re more than willing to spend the next thirty years paying an agency each month to write their content and clean up their HubSpot portal.

Mastery clients think differently. They’ve seen their diminishing marketing ROI. They know they need to take a new approach if they want to see different results.

Mastery clients agree that the internet has changed the way their customers purchase — and they know that people tend to buy from businesses they trust. If their current marketing isn’t strategically attracting customers and building trust with them, then it’s not going to effect real change.

This is why, according to Marc, “90% of what makes a client a good fit for Mastery is their readiness to implement They Ask, You Answer.”

As to that other 10%? Clients must be able to afford our highly-customized service. Ideally, companies have somewhere in the range of $5 million in annual revenue, (although some are smaller). Additionally, we look for stability within the company and a culture that promotes professional development.

4 characteristics of great Mastery clients

The sales team at IMPACT is always on the hunt for great-fit prospects. When they encounter certain attributes, they can tell that a client will begin Mastery with a head start. 

1. You need to be fully willing to take ownership of your sales and marketing

The Mastery program is all about client expertise and responsibility. We want to train you to become self-sufficient experts in interacting with your customers, from marketing to sales and service. 

To do this, you will build out your marketing team and develop proficiency in-house. If you’re unwilling to invest in your team and their training, you’ll struggle to see the success you’re looking for.

2. Work in an industry where buyers make informed decisions

While we believe the principles or They Ask, You Answer are universal, we acknowledge that the practice works better in some industries than others.

To be best-suited for They Ask, You Answer, your customers should be actively seeking information about your industry, products, or services. 

Marcus developed They Ask, You Answer when he was selling swimming pools. Homeowners putting in a pool have tons of questions and crave information. The typical homeowner isn’t a swimming pool expert, so educating these prospects means a smoother sales process and happier customers.

If you sell something like cigarette lighters — which might feel cheap and indistinguishable to your customers — They Ask, You Answer will not be as effective. 

3. Transparency is essential

A core tenet of They Ask, You Answer is the willingness to openly address buyer questions on your website. Sometimes this can be uncomfortable. Are you ready to talk about price? Will you write about the shortcomings of your products or services? 

It’s only natural to feel apprehension about some sensitive topics, but they are essential to our teaching. Don’t worry — we will train you how to write and film this type of content, but you need to be ready to trust us and willing to try.

4. A culture of collaboration

To truly embrace They Ask, You Answer, you’ll need to build your marketing team and empower them to plan, write, publish, and promote the content that will develop trust with your buyers. But they can’t do it alone.

  • They’ll need to brainstorm topics with your sales team
  • They’ll need to film interviews with subject matter experts
  • They'll need time with C-level executives to plan ghostwritten content

If your organization’s leadership is not invested in this approach, employees simply won’t find the time to make this happen. 

Marc puts it this way: “If you hire a content manager and expect them to knock on the VP of sales’ door and say they 45 minutes of their time once a week, the VP of sales is going to blow them off unless somebody higher up says they need to give the content manager their time.”

Without company-wide buy-in, there will be friction, impediments, and frustration.

Preparing for Digital Sales & Marketing Mastery

Our current collection of Digital Sales & Marketing Mastery clients includes a pontoon boat manufacturer, a dental claims software developer, an independent insurance company, a roofing business, and dozens more. Each comes with its own story, culture, industry, and customer base.

Suffice it to say, the Mastery program works for a wide variety of organizations from many different industries.  

Our coaches and trainers will guide your growth — as long as you’re willing to go all-in and trust the process. We have seen They Ask, You Answer drive revolutionary change and growth when it’s done right and the whole team is on board. 

As Marc says, 90% of Mastery success is a willingness to fully embrace the program and trust the coaches and trainers. As long as the other 10% is in place, you have control over whether you’re ready for this program or not. 

If you’re not there yet, start with courses on IMPACT+, our learning platform. Read They Ask, You Answer with your colleagues, and attend IMPACT events that can bring your team together around this goal.

If you believe that buyers have changed and that trust is the currency of all business, then you’re on your way. Spread the word to your colleagues and company leaders.

Digital Sales & Marketing Mastery offers a pathway to freedom and prosperity. The sooner you get started the sooner can begin building internal competency and generating trust with your buyers. 

Build up your leaders. Scale up your business.

Join us on May 25th for Scaling for the Future 2021 and learn how to scale up your company in a constantly changing business landscape. You’ll walk away armed and ready to align your teams around company-wide goals, master strategies to successfully execute your vision, and lead a more profitable business.

Hear from the most successful business leaders in the world, including entrepreneur and international keynote speaker Marcus Sheridan, business coach Andy Bailey, CEO Daniel Marcos and more!

Register for Free

Keep Scrolling to Continue Reading

Online, Everywhere | May 25

Presented by:

scaling up petra-logo-white Growth Institute_White impact
A ONE-DAY VIRTUAL FORUM ON BUILDING UP YOUR LEADERS AND GROWING YOUR BUSINESS
In a constantly changing business landscape, scaling up is more challenging than ever. Join 1,000+ business leaders and learn how to achieve company-wide alignment, master strategies to execute your vision, and lead a more profitable business. In just one day, get the skills you need to start scaling up now and into the future.
Register soon! Event starts in:
0: 22 : 17 : 9
Register for Free
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
On May 25th, learn how to scale up your company alongside 1,000+ business leaders—for free.
Learn More
Learn how to build up your leaders and grow your business at Scaling for the Future on May 25th—for free.