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What does IMPACT do?

IMPACT will train your team to take control of your digital sales and marketing

What does IMPACT do? Blog Feature

John Becker

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

June 11th, 2020 min read

IMPACT is a digital sales and marketing education company that empowers its clients to take control of their own marketing destiny.

IMPACT is not like other agencies. In fact, we believe that the traditional agency-client relationship is flawed. Too often, businesses are trapped in a never-ending cycle of dependency, paying an agency to complete inbound marketing tasks they could do themselves. 

Instead of this dependency, we focus on education and autonomy. We train your company to become free of any agency, including ours.

IMPACT works with each client to develop a long-term strategy and short term priorities. Then, we train your sales, marketing, and leadership teams in the skills and mindsets necessary to reach your goals.

An agency that’s geared toward today’s buyer

We believe the way people buy has changed fundamentally in the past two decades. Today, buyers self educate by way of online content. When someone is getting ready to make a purchase, buyers use search engines to find the answers to their questions — long before the reach out to a sales rep.

Accordingly, each business’ online presence (its website, its written and video content, its social media presence) must be optimized for this new reality. This is modern inbound marketing.

To do this, businesses need to produce content that answers the questions buyers have. We believe that no matter what they’re purchasing, buyers always want to know the same five things:

  • Cost: Buyers want to know how much they can expect to spend, as well as the factors that make that price go up or down.
  • Reviews: Buyers want to hear from other buyers about their experience with a product or service.
  • “Best of” lists: Buyers will search for content that allows them to compare the several top solutions for their problem as they home in on the one they want.
  • Problems: Buyers want to know about the potential drawbacks of whatever they’re considering so they know they won’t be making a purchase they'll regret.
  • Comparisons: When making a final decision, it’s likely that a buyer will put several similar options side by side to evaluate relative strengths and weaknesses. 

Whether customers are buying a refrigerator or a software package, they always want to know the same thing: Will this purchase solve my problem?

If customers are searching for answers, wouldn’t you want them to get those answers from you? At IMPACT, we train our clients to produce the content that answers peoples’ questions.

If a customer’s search leads to an answer you provide, they will start to see your brand as trustworthy. The more they read, the more they form a relationship with your brand. The more readers find your content, the more likely it is that that content will perform better in search results, driving ever more organic traffic to your site. 

More traffic means more leads. More leads mean more sales.

Our philosophy: They Ask, You Answer

In 2008, Marcus Sheridan’s business was failing.

With an overdrawn bank account and mounting cancellations, his business, River Pools and Spas, seemed like it wasn’t going to make it through the Great Recession.

Then, Marcus took matters into his own hands. Each night after work, he wrote detailed and transparent answers to every common customer question, problem, and concern he had heard. Having learned about inbound marketing, Marcus put these answers on his company website. Then, his sales reps started using this content with prospects. 

In this way, Marcus took control of his own marketing and began to see tremendous results.

Potential customers far and wide found their way to River Pools’ website, attracted by Marcus’ clarity and candor. 

They Ask, You Answer was born

Now, years later, Marcus is a partner and co-owner at IMPACT. He preaches the They Ask, You Answer philosophy to companies all over the world, and he has written They Ask, You Answer — the best-selling book that has been used by thousands of businesses around the world.

If you obsess over your customers’ questions, problems, and concerns, and if you seek to educate and build trust, customers will buy from you

After all, trust is the common currency of all business. 

Over the years, we have worked with hundreds of companies to help them own their digital sales and marketing destinies. We do this by teaching companies how to employ the They Ask, You Answer philosophy to embrace transparency and build trust. 

They Ask, You Answer is similar to methodologies like EOS or Scaling Up, but specific to your sales and marketing process. Rather than doing the work for you, IMPACT teaches your company how to be successful in digital sales and marketing through coaching, training, accountability, and goal setting.

To be successful with They Ask, You Answer, our clients must agree that the modern buying process has changed. If you focus your efforts on serving today’s buyer in the right way, your website can outrank and outperform your competitors so you can see significant traffic and sales growth from your digital marketing efforts.

IMPACT’s experts will work with your teams, including sales, marketing, and leadership, so you can successfully connect with today’s buyer and take ownership of your own digital sales and marketing success.

Putting our philosophy into practice

IMPACT works with clients to help them most effectively answer customer questions. Rather than writing that content for you, we train you to write it yourself. After all, we believe no one knows what you do better than you. 

When a client signs up to work with us, we follow a prescribed and proven process to help them grow and achieve results.

Strategy sessions to help you plan

Working with a dedicated coach, you will develop a long-term strategy, along with short-term goals and benchmarks to make sure you get there. We hold your team accountable as you progress, week by week, quarter by quarter.

Training sessions to help you act

Subject matter experts from IMPACT will offer your team tactical instruction in content strategy, video-for-sales strategy, HubSpot use, sales enablement, on-page SEO, and more. These frequent sessions help us check progress and tailor trainings to your needs. 

Your self-sufficiency is our end goal

The traditional agency-client relationship is one of perpetual dependency. IMPACT believes this is a flawed model and a broken system.

There’s an old saying: Give a man a fish and you feed him for a day. Teach a man to fish, and you feed him for a lifetime.

We believe that we can help your business learn to market itself way more effectively and efficiently than we could do for you. 

To share what your company does, why it does it, and what makes it different from the rest of the marketplace requires first-hand knowledge that comes by way of familiarity and careful observation.

As such, an internal marketing team — composed of a content manager, digital marketing director, and videographer — are crucial to successfully sharing your team’s expertise with the world.

We will help you hire and train that team.

The fact is, your success does not depend on a particular marketing campaign. It does not depend on a website that looks pretty but does little to help drive sales.

Rather, IMPACT believes that by building trust with your audience and by committing to being the go-to educational resource in your space, you are setting your business up for long-term success. 

IMPACT can show you how.

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