Digital Sales & Marketing
Digital Sales & Marketing

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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

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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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

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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.

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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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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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How Marketing Leaders Use Math and Magic to Achieve Their Goals [Infographic]

How Marketing Leaders Use Math and Magic to Achieve Their Goals [Infographic] Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

May 14th, 2016 min read

math-and-magic-of-marketing-leaders.jpgDo you follow your head or your heart?

Love it or hate it, this is often a struggle we marketers face.

In an increasingly data-driven world, many creatives who entered the marketing world to spin emotional brand stories and channel Don Draper are instead finding themselves torn before art and analytics, with the latter usually taking the crown.

But rest easy, my free-spirited friends!  According to a recent survey report by Bain and Company, both math and magic are needed to see substantial marketing results for any business.

In its study, the company surveyed marketers at 436 companies in the US and Canada and found that while aiming for a measurable return on investment is admirable (and obviously, necessary), “... trouble comes when marketers mistake the algorithm for the person.”

Its brief reads:

“Our wants and needs can’t always be reduced to, or predicted by, data. Great marketers have always known this, which is why they work hard to build an emotional bond with the customers they are targeting. They tell compelling stories about their brands through memorable messages and indelible images. At its best, this kind of marketing pops and dazzles, like magic. Marketing that ignores the magic and relies on math and science alone will be marketing that doesn’t work.”

In the infographic below, you’ll see some of the key findings from the company including that marketing leaders (defined as having an average annual sales growth and market share increase of more than 10%) are:

  • 3x more likely to use data in their decisions -- BUT also 2x more likely to “own their magic,” taking advantage of their creative capabilities.
  • 2.5x faster in making decisions
  • 3x more likely to use test results to change campaign spending

It also shares three things you can do to harness your own magic and math:

  1. Paint a holistic picture of your customer: Supplement data with human interaction and direct customer feedback to create a more complete portrait of your customer

In other words, create a buyer persona!

  1. Encourage emotions: Listen and act on customer feedback and aim to create a “wow!” moment -- you need creativity and emotional understanding of your buyers to see results.
  1. Stay nimble -- and be bold: The “learn” in “test and learn” means discarding what isn’t working while devising new, more effective methods while making what is working even better.

Check out the full design below and the detailed report here!


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