Digital Sales & Marketing
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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

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They Ask, You Answer
They Ask, You Answer
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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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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
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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 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.

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Video
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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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HubSpot
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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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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+.

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Unlearn All Your Bad Marketing Habits With These 3 Secrets

Unlearn All Your Bad Marketing Habits With These 3 Secrets Blog Feature

Ramona Sukhraj

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

May 16th, 2016 min read

scott-stratten.jpg

Scott Stratten is an expert in social media and authentic marketing, which he calls unmarketing. According to him, “it’s all about positioning yourself as a trusted expert in front of your target market, so when they have the need, they choose you.”

One of the key principles he preaches, alongside authenticity, is building relationships slowly.

Where most social media marketers are focused on how to grow your follower and “like” count, Stratten is all about real engagement.

In his book, Unmarketing: Stop Marketing. Start Engaging., Stratten shows us how to banish bad marketing habits and learn how to attract and engage the right customers, or as we say in inbound marketing, your buyer persona.

Instead of throwing your message out into the ether and hoping it sticks, you can deliver a message that you know your prospects care about.

By developing this kind of caring, thoughtful relationship with your prospects, as Stratten suggests, your brand builds trust, authority, and, in turn, becomes the logical choice to solve their problems.

Here are three of the key lessons Stratten shares to help you unlearn your bad marketing habits and start engaging:

1. Relationships Rule Marketing

“It’s not just knowledge people buy from you, it’s the application of the knowledge for their specific situation.” - Scott Stratten

Thanks largely to Google, it’s never been easier to access information from around the globe and since there is no shortage of information out there, it’s not as valuable as it once was.

In a world where everyone is on this equal playing field, execution is what sets successful people and brands apart from the mediocre.

Stratten strongly emphasizes the point that following best practices isn’t enough. It’s the bare minimum.

To create real value, you have to be an expert in your field and you have to find a way to use that knowledge to address specific wants, needs, fears, dreams, etc. of your buyer personas.

The only way to cater to those specific needs is to take the time to get to know the people you are marketing to. The more time you invest in getting to know and helping your prospects, the quicker you establish yourself as an expert.

Once that happens, more people will come to you and eventually you will have gathered enough research to create an ideal solution for them. At that point, marketing is nearly effortless.

To continue on to lessons 2 and 3, click "keep reading" below.

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