Digital Sales & Marketing
Digital Sales & Marketing

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

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

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

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

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

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

In the days of coronavirus (COVID-19), video is more important than ever [Interview]

In the days of coronavirus (COVID-19), video is more important than ever [Interview] Blog Feature

John Becker

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

March 20th, 2020 min read

With an abrupt shift to remote culture amid an unprecedented international response to coronavirus (COVID-19), work life suddenly looks drastically different for many people.

In this new and constantly changing situation, video has been thrust to center stage as a solution to every problem.

Businesses are scrambling to implement video to not only stay productive but to keep their marketing and sales efforts moving. 

IMPACT Director of Video Strategy Zach Basner explains why video is more important than ever — and how companies can get it right.

The current climate

John: Talk to me about how you think businesses are feeling right now.

Zach: Obviously there's a lot of uncertainty and a lot of adapting that any business is having to do around two major categories: First, the pandemic itself, and keeping their employees safe and their customers safe.

And second, the results of the pandemic: Uncertainty in the markets and the economy.

A lot of businesses, especially in the hospitality industry, are being forced to close — and you can't do business if you're not open.

Amid this uncertainty, everyone is trying to make good decisions. Decisions that will serve them well now and set them up for success in the future so they get past this.

John: Is it safe to say that there is no business that is going to be unaffected by this?

Zach: Yes, we're already seeing it happen. This pandemic is a concern for people in general, and every business relies on people whether its as employees or buyers. 

One thing we know for sure is that, as a result, many companies are having to make this jump to digital — event in areas that aren't necessarily very digital-forward. 

The shift to video thanks to Coronavirus

John: What sort of shifts towards digital are being forced by this situation?

Zach: People are working remotely, and for many companies, that's not normal.

So you have companies are trying to figure out — "okay, can we still have sales meetings, can still have internal meetings? If I'm working from home, do I still have access to everything that I need?"

I mean, for a lot of companies, you can't access your work from outside of the company. 

🔎 Related: The ultimate guide to using personalized 1-to-1 video in your sales process (ungated)

It really boils down to this: How do companies continue to communicate well both internally and externally when they're used to doing it in non-digital ways?

John: Can you talk to me about video's role in this current climate?

Zach: Video is the only type of content that allows people to see us, to hear us, and to know us. This is why video makes a difference. 

Think about this: During times of uncertainty in society, we look at the public addresses of world leaders.

They mean a lot to us because there's a lot we can get from watching them, like nonverbal things that might make us feel safer or better. There’s simply simply much more to see, as opposed to just the written word.

I've got probably 45 emails in my inbox right now from various companies.

Every single one is just a statement about how COVID-19 is affecting their business or how it might affect me as one of their customers. But it's all text and it's largely sterile in its delivery. For me personally, it doesn't create a fantastic moment between myself and that company.

Video, on the other hand, offers an opportunity for real, human connection when people can see us and hear us and get to know who we are — especially the leaders of organizations who acknowledge the elephant in the room.

I think that's one of the biggest impact that video can have right now. 

John: How about in other aspects of business?

Zach: What we call “the visual sale” is now all of a sudden that much more important to a sales team. Teams are asking themselves: “If we have to sell virtually, how do we do it really well?”

And the answer is this: master the digital and visual sale

That's why video is such an important thing right now. Businesses need to adapt the sales process to a virtual experience. A world-class virtual buying experience, really.

Making new videos during a quarantine

John: It would make sense that businesses would be leveraging the videos that they've already produced. But what about creating new video? 

Zach: I think there are a couple of sides to this. So, maybe we can't have access to nice cameras to film videos. But is that a problem? Is the tolerance for production value actually going to be much lower right now? Maybe the fact that we can't record with cameras actually isn't a problem at all. 

I think that people just want to hear from us as organizations, and their tolerance of production value will be much lower.

I have a lot of friends who run production companies, and they're concerned about what effect this is all going to have on them. What you might see is that a production company is actually much more flexible in how they're able to work with you.

They might be willing to say, "Well, since our demand is a little bit lower, but we know we want to help people out, send us some footage that you shot at home and we'll edit it together."

In this way, the crisis is causing a little bit of innovation in the way that video production companies do things. 

John: I read this on Mark Schaefer's blog today:

“This crisis is going to be exceptionally interesting as it relates to ads. Big ad shoots are being canceled. How will brands get their messages out through a stay at home creative workforce?

"Don't just use technology to do the same thing in a different way. Use technologies in creative new ways to dispense unique value.” 

That seems to directly speak to what you just said.

Zach: Yes. And in regards to ads, we just heard earlier today from our own paid media team: Since there's been a decline in people running ads in general, it's actually much more cost-effective to run ads now if you have the ability to do so. 

And what we also know about ads is that, generally speaking, user-generated content performs much better than stuff with high production value. It blends in with the platforms. 

So, I actually think that maybe it's a perfect time to use technology in a different way: Let's try out this user-generated stuff and let's do it now while ads are cheap and we can figure out what works.

How businesses should approach difficult times

John: There's a tendency at times like this to pull in and play it safe. And there's obviously a reason for that. But it sounds like there also should be a push towards innovation and towards creativity.

Zach: Yes. You should ask yourself as an organization: how are my competitors reacting to this? How is this changing what they're doing with marketing and sales right now? Are they making cuts right now?

If you ask yourself that question and then you say to yourself, what if we took this as an opportunity to double down? What if we took this as an opportunity to stay the course? What would happen when the markets come back? What would happen when this event is over?

And that's a very case by case type thing. But I think it's a good time to reflect on what the competition is doing, how they might react, and how you might be able to react differently.

John: What is your biggest piece of advice for companies out there right now? 

Zach: My biggest piece of advice would be to ask yourself a couple questions. 

First: What's going to improve our buyers’ confidence in us right now? What do they need to hear, what do they need to see? 

Second: Assuming that the markets will come back, this pandemic is eventually over and things will return as close to normal as possible, what do we need to be ready for at that time?

If you ask yourself these questions, it will help you make the best decisions right now, whether that relates to video or not.

Become the #1 sales professional in your industry

Join us LIVE on Tuesday, May 4th for The Virtual Selling Summit and learn how to stand out as a salesperson in today’s virtual world alongside 1,200 other sales professionals. Learn how to create emails that captivate your target buyers, improve your use of sales technology, and have faster sales cycles. In just one day, walk away armed and ready to close more deals digitally.

Presented by IMPACT and Vidyard, join some of the best virtual selling experts in the world like: Marcus Sheridan, Liz Moorehead, Tyler Lessard, Dr. Devan Kronisch, Anita Nielsen, Myriah Anderson, Chris Duprey, and more!

Get your ticket for only $59 now through April 23rd!

View agenda and register

May 4, 2021 | 10:00am - 5:00pm EDT

Presented by:

Vidyard IMPACT
In today's world, sales reps are struggling to sell remotely. Join 1,200 sales professionals and learn how to create emails that captivate your target buyers, improve your use of sales technology, and have faster sales cycles. In just one day, walk away armed and ready to close more deals digitally.
Hurry! Get your ticket for only $59 through April 23rd.
Early bird pricing ends in:
0: 22 : 17 : 9
View Agenda and Register
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to Click Here.

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
Learn how to stand out as a salesperson in today’s remote world at the Virtual Selling Summit on May 4th.
Learn More
Learn how to stand out as a salesperson in today’s remote world at the Virtual Selling Summit on May 4th.