Digital Sales & Marketing
Digital Sales & Marketing
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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+.

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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
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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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Hire a coach

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

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

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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
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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

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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Video
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
HubSpot
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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.

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HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

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Web Design
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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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Why is Lead Scoring Important?

Why is Lead Scoring Important? Blog Feature

March 13th, 2013 min read

The following is an excerpt from IMPACT's ebook, "The B2B Marketers Checklist for Accurate Lead Scoring." For more expert tips on delivering more qualified leads to your sales team, be sure to check out the full ebook.

Perhaps the most notable trademark ofan inbound marketing campaign is its ability to drive more traffic, and generate more leads from your website.

While this is certainly great news, the downfall is that many marketers and businesses alike are squandering these opportunities by attempting to sell to leads that simply aren’t ready to be sold to yet.

Lead nurturing? Simply overlooked in an effort to skip right to a sale.

In fact, according to Marketing Sherpas, only 21% of B2B marketers have actually established a lead scoring program.

This is precisely why lead scoring has become an essential aspect of any marketing campaign; it allows us to score leads based on their actions, giving priority to only the most qualified of leads.

Why is this important?

Well…it ensures that your sales team isn’t wasting their efforts on leads who aren’t yet ready to buy, and even worse, are unqualified.

How Lead Scoring Works

Using the HubSpot software, you can assign scores to leads who either: Meet certain demographic information, orPerform certain activities on your website.

While you can use any scale you’d like, we recommend keeping your points for any single activity between 0-100.

Using the custom lead scoring tool in HubSpot, you can assign a set of rules to be applied any time a lead completes an action that you deem important to the sales process.

For instance, perhaps anytime a lead visits your pricing page, the software will automatically assign them 40 points, as any lead who has taken an interest in your pricing structure is surely more qualified than those who have not, right?

By establishing a set of rules that automatically score your leads will have a significantly positive affect on your entire sales process.

Before You Get Started

This goes without saying, but before you can get started with any lead scoring strategy, it’s imperative that both your marketing and sales teams sit down and establish the criteria for what makes a qualified lead for your company.

Talk with your team and determine which demographics, activities, and behaviors make a lead more qualified, or what us marketing nerds like to call an MQL (marketing qualified lead.)

Which demographics are more likely to buy than others?

    • CEO’s or other C-Level executives?
    • Do they represent smaller or larger businesses?
    • What kind of revenue are they bringing in?

This is the information you should be gathering from you lead capture forms.

Setting Point Values

Once you’ve clearly identified what makes a qualified lead for your company, you can more effectively develop a points system to assign values to the certain criteria that makes a lead qualified.

Determine What Score Makes a Lead Sales-Ready

Once you’ve successfully assigned point values for the criteria and marketing activities you’ve identified as important in qualifying a lead, decide at which point total should a lead be considered sales-ready.

And remember, the whole goal here is:

    • To avoid scaring leads away before they are ready to speak with sales.
    • Make your sales process more efficient by enabling your sales team to work with only the most qualified of leads.

Continue reading the full ebook...

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