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

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 2021

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

Learn more and registerLearn more and register

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

Our top 10 digital sales and marketing news stories of 2020

Our top 10 digital sales and marketing news stories of 2020 Blog Feature

Ramona Sukhraj

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

January 12th, 2021 min read

To say 2020 was a headline-making year would be a gross understatement.

My best friend of well over a decade is a nightly news producer and last year (and even the past two weeks of 2021) have definitely given me a peek at just how much chaos comes from never having “a slow news day.”

COVID-19 on top of political and social unrest has left no stone in our lives unturned and no minute of her broadcast unfilled.

Journalists and consumers alike are exhausted, anxious, and confused — and very much in need of the comfort of warm, garlic knots from Domino’s if they’re anything like me and my best friend. 

What stories mattered? What could we filter out? What did we need to take into the new year?

🔎 Related: 6 biggest digital marketing news stories of 2020 to plan for 2021

Digital marketing and sales were certainly not immune to the madness or overwhelm, but thankfully, we have numbers on our side to offer a bit of clarity.

Looking at our data from last year and planning for 2021, I’ve pulled together the news stories that saw the highest traffic on our site last year and what you need to know as we charge into the new one.

10. Pandemic shopping habits become the new normal

Most of us experienced this news story first-hand. With shelter-in-place and social distancing orders, the COVID-19 pandemic dramatically changed our shopping habits. It led to limited trips to the grocery store, shopping locally, a surge in delivery service demand, and increased online shopping in general. 

This meant businesses had to adapt and adapt quickly turning more heavily to digital assets like paid ads, video, and e-commerce. 

9. Google to help SMBs with $320 million in ad credits during coronavirus (COVID-19)

Google Ads was certainly one of the digital platforms that marketers flocked to as the pandemic took hold of the world. With consumers moving online, marketers invested to ensure that their links and products would be present and ready to be found as people searched for answers.

To aid in this effort, Google announced they were issuing $320 million in credit to qualifying SMBs to run ads on Google Search, Display, or YouTube.

IMPACT’s Vin Gaeta shared, “As to the reasoning on why Google Ads are the route they’re using to help SMBs, Pichai writes, ‘We hope it will help to alleviate some of the cost of staying in touch with their customers.’”

8. Podcasts during COVID-19: trends, winners, and losers

Podcasts are another medium that saw major shifts in 2020 and voxnest shared its research into how

Globally podcast consumption increased with European podcast consumption increasing 53% (Italy up 29% and Spain up 25%), but United States consumption overall dropped 20%. 

It’s safe to assume this had to do with fewer Americans commuting and going to the gym during the pandemic (popular podcast listening times), but that’s not to say our behaviors didn’t adapt. Podcast listening via smart speaker did increase by 5%, despite the overall drop. 

The year also saw many audio podcasts embracing video and changing their advertising strategies. 

7. How does word count impact your SEO? Google’s John Mueller weighs in

One of the few things that didn’t change in 2020 was digital marketers’ concerns about SEO. Back in February, Google’s Webmaster Trends Analyst John Mueller made headlines and grabbed our reader’s attention sharing insights on the impact of word count on website search ranks. 

As IMPACT’s Justine Timoteo wrote “Mueller said word count itself isn’t a ranking factor, but he didn’t say that word count doesn’t impact other ranking factors. Similar to how meta descriptions aren’t a ranking factor but can help influence the click-through rate from the SERP, which is a ranking factor.” 

6. LinkedIn sees surging engagement during coronavirus, but ad revenue lags

While social media usage surged overall (more on this later), LinkedIn in particular saw massive growth. Not only did homebound people take to the platform to connect one-on-one, but many also logged on to search for employment opportunities as job cuts seemed to take place left and right.

This increased engagement, however, didn’t translate to revenue for the social network. Clearly brands had an active audience, but self-promotion wasn’t top-of-mind (and likely rightfully so considering user minds were elsewhere.)

5. Business communications in the coronavirus (COVID-19) era: dos and don’ts

The emotional state of the world understandably also had many professionals questioning if they knew how to show empathy during these times, while also driving sales and being productive.

In this news piece, IMPACT’s Jolie Higazi shared invaluable dos and donts to help you communicate effectively with their audiences this time and examples from big brands. 

4. How B2B businesses are going digital during the coronavirus pandemic

This one requires no explanation. The pandemic forced businesses online. This piece was published in March, at the start of lockdown, and set the stage for much of what was to come. 

3. Lessons from the new Under Armour marketing plan: Your story matters

I know it’s hard to recall, but there was a time before COVID-19 and back then, this piece about a massive strategy shift by athletic apparel company Under Armour was big news. 

The company announced that they would be shifting spend that was previously committed to traditional marketing investments like celebrity endorsements and advertising and using it to reinvest in the brand, content creation, website redesign, and a CRM.

For much of the last decade, we’ve touted these digital methods as cost-effective solutions for SMBs that may not have the largest marketing budgets, but this move told the world that these approaches aren’t just for small fish. 

My teammate, Eric Choma, explains “If Under Armour's shift in marketing strategy teaches us nothing else, it should be further proof that all companies NEED to be publishing consistent, quality content, regardless of why you may think "’your company is different.’” 

2. New report: Best times to post on social media during coronavirus (COVID-19)

As we’ve seen in many of the other stories on this list, stuck at home, consumer social media usage also surged and brands had to follow suit. They not only had to understand how to navigate the sensitive atmosphere but adjust to new user behaviors. This meant offering new types of content and re-evaluating when it was shared.

1. “Not all is lost: Some businesses are thriving during coronavirus (COVID-19)”

While there were a lot of negative headlines regarding COVID-19, this piece of positive news topped our list. Not all businesses struggled during the pandemic. In fact, some industries grew especially food delivery services and carry-out restaurants. 

The new marketing normal

2020 was a year of pivots. While we may not have known how to tackle “the new normal” of social distancing, we learned to adapt through remote working, e-commerce, content creation, social media, and podcasts among other things. 

As much as we hope life will return somewhat to what it used to be prior to the start of the pandemic (and I’m sure it will), many of these elements will likely still stick around. 

In fact, in May, CNN Business predicted, “...We expect consumers to continue spending more time at home, driven by a desire to save money, persistent safety concerns, and a new-found pleasure in nesting” and seven months later, even with vaccines rolling out, they seem to be right. 

As we settle into 2021, don’t expect these strategies, mediums, and consumer preferences to just disappear. Lean into them. Use them to meet and reach your audience where they currently are and you’ll lay a strong foundation for the rest of the year. 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
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
Hundreds courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE