The struggle doesn't have to be real. Take the first step at improving your inbound marketing, starting with the most critical fundamentals that most other inbound courses ignore, with these free and pro courses from IMPACT+
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They Ask, You Answer Fundamentals with Marcus Sheridan
So you’re investing in inbound marketing, but aren’t seeing the results you expected. You’re writing content, but your traffic, ...
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They Ask, You Answer Fundamentals with Marcus Sheridan
So you’re investing in inbound marketing, but aren’t seeing the results you expected. You’re writing content, but your traffic, leads, and sales growth has been slow or non-existent. You’re not alone.Inbound marketing works, but the fact is, too many people are doing it wrong.
This course will change all that.
They Ask, You Answer is a revolutionary approach to inbound marketing that has empowered thousands of companies around the world to reach their most aggressive traffic, sales, and leads goals, and in this inspiring, high-energy course, the mind behind the framework, Marcus Sheridan, dives into what it is and how it works.
By the end of this two-hour course, you will:
Understand how modern buyers and the buying process have changed and what that means for your business
Know the right content to create to drive traffic, leads, and sales and how to get started
Learn how to use this content to speed up your sales process
Learn the elements of the perfect inbound marketing website
Understand the importance of trust in all of your inbound marketing efforts
This course is for anyone who wants to stop wasting time and money on inbound marketing tactics and agencies that don’t work. Use the proven They Ask, You Answer to elevate your brand authority and make customers want to buy from you!
Note: When originally published, this course was titled “Digital Sales & Marketing Framework for Today's Modern Buyer.” This is still reflected in the graphics for this course.
Video Sales and Marketing Strategy
Video can be intimidating. From the production and technology to the idea of being on camera, there’s a lot to consider and overcome when it comes to starting a video sales and marketing strategy.
In this course, IMPACT They Ask, You Answer Coach and Inbound and Video Workshop Trainer Zachary Basner shares everything you need to know to ensure you start your video journey with confidence.
You will learn everything Zach has taught hundreds of sales and marketing professionals first-hand, including:
How to align your teams around a common vision with video
The different types of styles of marketing and sales videos
The 7 types of videos that have the biggest impact on your revenue
The 6 factors that make up an engaging and effective sales or marketing video
This course is perfect for anyone who is not sure of how to get started with video in their sales and marketing or looking to drive more views and sales from their existing efforts.
Assignment Selling: Content Is Your Greatest Sales Tool
Does your sales team not see the value in content? Do they think you’re wasting time? Are your sales not improving even though you’re publishing article after article, video after video?Assignment Selling might be the missing piece of your inbound marketing puzzle.
When implemented, Assignment Selling, one of the fundamental pieces of They Ask, You Answer, puts the content you create into the hands of your sales team to help them address prospect questions, objections, and concerns head-on and close deals faster.
We have helped hundreds of businesses across multiple industries improve their sales processes using Assignment Selling, and in this course, Marcus Sheridan teaches you everything you need to know to make it a success at your organization.
In this course, you will learn:
The importance of leveraging content in the sales process
How to spend less time educating in sales meetings and ensuring you’re always working with qualified prospects
How Assignment Selling works
When you should be using Assignment Selling
What great Assignment Selling looks like
How to get started
This course is a great fit for sales reps, sales leaders, marketers, and leadership, as it talks about the fastest way to see ROI in your digital sales and marketing!
The Revenue Team Approach to Sales Enablement Content
No matter how much we publish great traffic-driving, lead-generating content, many of us still have sales teams telling us, “You’re still not publishing what we need” or “Yeah, only maybe 1% of our content helps me close any deals.”
In fact, B2B sales teams report that only 27% of the leads passed to them from marketing are even remotely qualified. Enter the revenue team and sales enablement content.
As we’ve seen with businesses all over the world, when your marketing and sales teams join forces as a revenue team, you can start creating powerful content that actually helps close deals (also known as sales enablement content).
But how is it different from what you're already creating? And how do you go about creating a sustainable, scalable sales enablement content strategy that doesn't make you want to rip your hair out and also makes you look like a total money-making hero at your company?
By the end of this course with Liz Moorehead, IMPACT's editor-in-chief, you'll know:
What sales enablement content is (and isn't)
What a revenue team is and how the revenue team model is the key to your success
How to run powerful content brainstorms with your sales team
How to leverage Liz's custom-built revenue content brainstorm tool
How to report on the ROI of your content, so no one ever questions your value
Fundamentals of Virtual Selling
When done correctly, virtual selling can shorten your sales cycle and provide additional opportunities for your business to connect with potential customers, especially in a COVID-19 world where face-to-face interactions can be difficult to come by.
Video enables you to hear someone’s voice, see their face, and build the more human, trusting connection needed to help your customers feel comfortable buying from you.
But how do you sell in a video-first, virtual workplace? In this essential course for any modern sales team, Myriah Anderson explains how to use video in every stage of the sales process to improve engagement and increase revenue.
By the end, you will know:
How to use video through different stages of the sales process
How to be successful with virtual selling
How to measure your success with virtual selling
This course is a must for anyone in sales looking to navigate the socially distant waters of COVID-19 or simply improve and scale their current sales efforts using video.
6 topics subject matter experts need to address
Hey Subject Matter Experts, as you can guess by the title of this course, there are 6 topics your marketing team needs your help in creating. But why do YOU need to help? Why can’t marketing just do this on their own?
In this course, we’ll answer that question and also:
Why these topics are important
Overcoming objections to answering these questions
Why SME participation is so important for each topic
How SMEs can help bring these topics to life
Important considerations to keep in mind while creating this content
This course is a great fit for salespeople, leadership teams, and of course, subject matter experts who care about producing high-quality content on your website to drive more traffic and give your sales team more qualified leads to convert into paying customers. We can all agree that’s important to everyone in your organization, right?
By the end of this course, you’ll have a much clearer understanding of the most critical pieces of content any business can create for their prospects, and how and WHY you, the SME, need to help create an amazing piece of content.
Inbound Lead Generation & Conversion Optimization
In this course, you’ll learn all about how to convert your incoming website visitors into leads, and how to make those conversion points effective.
This course is a great fit for any marketing professional new to inbound marketing who is looking to learn how to bring in more prospects through their website, and ultimately provide new sales opportunities for their company.
By the end, you’ll know how to get started with inbound lead generation and conversion optimization - from the moment a visitor enters your site, to when they become a lead and beyond!
How to Write "The Big 5"
For a content marketer, nothing is more frustrating than churning out content and seeing nothing come of it. Maybe it’s getting some likes on social media, maybe it’s pulling in some healthy traffic, but when it comes to leads and sales, if it’s leaving you high and dry, what’s the point?
For most businesses, it takes a year or more for inbound marketing to start showing real results, but it doesn’t have to. Though inbound and content marketing are long-term plays that compound over time, there is content you can create that has been shown to drive sales immediately. We call these topics “The Big 5” and we have seen their power work with hundreds of clients and companies over the past decade.
The Big 5 addresses the most urgent questions and concerns modern consumers have when making a purchase regardless of industry. They are the questions being searched online and, with the answers in hand, your sales team can tackle objections in their conversations head-on.
In this course, IMPACT’s most tenured content trainer, Kevin Phillips, talks you through what comprises The Big 5, how to execute them for your organization, and examples of them done well.
You will learn:
How to write a cost article
How to write a comparison article
How to write a “best of” article
How to write an honest problems article
How to write an unbiased review article
This course is for anyone struggling to see bottomline results from their content marketing and ready to build trust with their buyers by answering their most burning questions honestly.
Technical SEO basics for inbound marketing
Being an inbound marketer means you need to understand many concepts, including SEO. This starter lesson will help you learn the terms used such as HTML basics, meta descriptions, top navigation, breadcrumbs, H1, H2, and much more.
Our knowledgeable Director of SEO, Kevin Church, has a passion for all things search engine optimization (and collectible Blu-ray DVDs) and will teach you everything you need to know to answer questions like
What is semantic HTML is and how does it play a role in getting your pages ranked?
What factors does Google consider when looking at a page? (Hint: it’s not just looking at the words!)
How does SEO go beyond the words on a page to the structure of your site?
In this lesson you will learn:
How to make it easy for Google to understand your site’s structure
The importance of mobile friendliness & responsive design
Creating case study videos is an effective way to showcase the success your clients have when using your products or services. They provide proof that you can deliver on your promise while showing the benefits your business provides and allows your audience to build trust for your company.
Lights, camera,....wait, how do you know when you're ready to film?
Creating case study videos is a great way to integrate multiple marketing strategies into one cohesive campaign, but it can be overwhelming to make happen successfully. There are many things to consider when creating case study videos, and having an industry expert guide you through the process will help set you up for success!
Alex Winter is the Creative Director & Video Manager at IMPACT who has over ten years of industry experience and will be your instructor for this incredibly valuable course.
In this course, you will learn…
The importance of proper planning during the pre-production stage.
Supporting the client throughout the production process.
The importance of understanding The Selling 7 and They Ask, You Answer when creating case studies videos.
The production stage including what a filming day could look like.
Industry-proven director tips to make your filming day successful.
The post-production stage including transferring your footage and editing.
After completing this course, you will be ready to say “lights, camera, action”!
The Visual Sale
Is video really important? Yes...yes, it is! You can’t ignore the need for all businesses to use video, especially as the world has rapidly changed to need video throughout business channels.
The Visual Sale will show you how to create a successful sales and marketing culture within your organization to get dramatic results! Learn how to harness the power of video across all aspects of your business channels in a growing virtual world.
Generate more leads
Boost engagement on social media
Improve the performance of your website
This goes beyond the marketing team and into your sales team having the resources needed to provide answers for prospective customers. Your business can use video to reach new customers, gain their trust, and answer their questions before you even get to know them.
The Visual Sale is IMPACT’s video course based on the revolutionary book of the same name, written by Marcus Sheridan and Tyler Lessard.
In this course, you will learn cover to cover these lessons:
An overview of The Visual Sale
Welcome to the visual age
The art of video for sales
The evolution of buyer behavior
Using video marketing in the awareness stage
Using video marketing in the post-sale stage
Creating a culture of video...in-house
Vidyard 101: Tool basics, tips, and tricks
At IMPACT Plus, we help you drive more sales from your inbound marketing by teaching you to execute a powerful framework, They Ask, You Answer.
But, why is video so important for sales and marketing? It’s simple. Using video for sales can help you break through inboxes and can earn 3x more responses. It allows sellers to build relationships at a distance, explain topics simply, and help accelerate deal cycles. Some companies who have used Vidyard have even cut their deal cycles in half with video!
Video is an incredibly powerful medium that makes it easier than ever to evoke emotion and forge human connections at scale. For organizations that sell primarily to other businesses, B2B video marketing has emerged as an incredibly effective tactic for reaching, educating, and nurturing potential customers. Use video to get more views on content, more attendees at webinars and virtual events, and to move accounts forward in the sales cycle.
How to Use Marketing for Video:
Drive registration and attendance at webinars and virtual events with promo videos
Get more people to view content with a promo video
Show the value of your product to help close deals and encourage adoption
You can benefit from using Vidyard with HubSpot to help supercharge your video for marketing and sales efforts. With the Vidyard for HubSpot integration, you can unlock capabilities to visibly showcase how video is helping move the business needle and drive key results; in HubSpot’s case, Vidyard helped their sales team achieve 4x booked meetings, 77% click-through rate on video, and a 94% retention rate for their top sales rep. Whether it’s through list building and segmentation, or workflow creation and lead scoring, Vidyard will showcase a broad view of data that’s necessary for you to see if your video efforts are valuable right inside of the HubSpot platform.
Using Vidyard with Sales and what best practices you need to know
How to use Vidyard to supercharge your most important sales and marketing videos (The Selling 7)
Building client relationships
Setting up your branded Vidyard page
How to empower your sales team with the sales enablement videos they need with Vidyard
Understanding the power you have in using Vidyard with your marketing
How you can leverage Vidyard for your educational content videos
How to optimize the execution of your content strategy, start to finish, with Vidyard
The benefits from using Vidyard with HubSpot to help supercharge your marketing and sales efforts with video.
Other best practices, client stories, and words for the Vidyard and IMPACT Plus team!
How to Optimize a Blog Post for SEO
You can’t just create blog articles and not do any SEO to target your audience. As a content manager, you feel lost, confused, and you might be thinking…
“I’m not an SEO person. How am I supposed to learn everything I need to optimize my content?”
“How do my articles get found by the right people?”
You ARE the right person. You CAN get your content to perform better by doing proven SEO steps to increase the quantity and quality of your traffic.
By the end of this course, you will have a step-by-step guide to fully understanding and executing what it takes for written content to be found by the right audience, including:
Knowing the right keywords to target
Structuring and writing copy to make both humans and robots (search engines) happy
Creating URLs, tags, and other mildly technical stuff content folks never thought they’d have to touch
Using SEO to beat the competition
This course is essential for content managers and digital marketers who publish content and wants their content seen by search engines. It’s time to rank higher to reach your audience!
Essential business blog topics beyond The Big 5
Content marketing is not only about writing great blog articles, but also about making sure you're answering the questions your audience is asking. Producing blog articles are essential to building your authority in your industry, help people make purchasing decisions, and develop trust with you.
How much do things cost?
What are some of the problems associated with your solutions?
Who are some of your competitors?
In this lesson, taught by Senior Trainer (and Lord of the Rings superfan) Kevin Phillips, you’ll:
Review The Big 5 you learned from They Ask, You Answer and gain greater insights into the types of questions all buyers ask
Taking a closer look at the buyer’s journey
Help leadership feel at ease knowing that you, the content manager, will be able to provide content long-term
After this lesson, you will be able to immediately brainstorm over 100 blog topics to add to your content calendar.
How to Implement a Live Chat Strategy
Your inbound business has read They Ask, You Answer, and now you want to level up your online marketing efforts by implementing live chat to your website. Being able to answer your website visitor questions in real-time is powerful!
Whether you’re implementing live chat for the first time or looking to expand your live chat strategy, the course will guide you through how live chat strategy can help your website visitors at every step of their buyer’s journey.
In this course, you will learn:
“Conversational Marketing” and embracing that in your business culture.
How to shift the organizational mindset to embrace live chat.
Discover how to create a live chat playbook to roll out your strategy.
5 Rules for starting your first conversation and advanced techniques to improve the end-user experience.
The importance of measuring and the key metrics to monitor with your live chat.
Learn about the advanced features that you can do and understand when you are ready to implement them.
Website Conversion Copywriting Secrets that Get Results (In Under 30 Minutes)
After a ton of internal collaboration, meetings, and research, you’ve nailed your messaging strategy. You also understand the broad strokes of what you need to write on your website pages to hook your ideal customers in and make them excited about buying from you.
Still, something isn’t right.For some reason, your website is failing to close the deal by attracting and converting those perfect-fit prospects.
Often, the culprit for this is your website copy. Instead of bringing those customers to you, the well-intentioned words you’ve chosen are letting you down by scaring off, confusing, or otherwise repelling the people you’re trying to reach.
If website copywriting for your company is stumping you, you’ve come to the right place. In this lesson, you will:
Establish a deep understanding of the role of your website and precisely what it is that your buyers are seeking from you.
Discover the four essential things every single one of your ideal-fit prospects is looking for from your website, no matter what it is that you do or sell.
Unlock seven simple, yet powerful website copywriting techniques that will empower you to deliver your well-researched messages and value propositions with greater clarity.
Blog article publication checklist
When is a business blog article ready to publish?
Whether you’re a content manager, a business owner, or the person in charge of creating content for your business’s website, you’ve most likely wrestled with this question several times before.
As if researching, interviewing, outlining, drafting, and revising content wasn’t challenging enough, knowing when a piece of content is ready to publish can be difficult to answer.
If only there was some sort of a checklist you could use to confirm your content was ready for the world.
If you’re queued up to watch this lesson, you’re in luck because that’s exactly what we’ll cover in this series of videos.
This lesson will break down three critical areas for you to review before hitting publish:
You’ll learn how to review the copy of your article for SEO and user experience
You’ll learn how to inspect your multimedia for best practices
You’ll learn what technical SEO elements you’ll want to analyze
By the end of this course, you’ll have the tools (and confidence) you need to ensure your content is always ready for publishing.
HubSpotter's Guide to Cleaning Up a Messy HubSpot Portal
HubSpot is one of the most powerful marketing, sales, and service automation platforms on the market today. And, if you're the owner of your company's HubSpot portal (no matter your role), you know its potential. You also likely know that, without regular maintenance, proper organization, and structure from the outset, your HubSpot portal can quickly devolve into a mess that does more harm than good.
"Every day I log into HubSpot, I have no idea what's going on in there and I don't know how to find anything. It's making it impossible to leverage HubSpot for contact segmentation, marketing and sales automation, and database management. On top of that, it's so disorganized, I'm not sure I can trust the reporting and analytics."
If this sounds like you, you're in the right place.
In this course you'll learn:
The most common reasons why chaotic, messy HubSpot portals happen to good, well-meaning HubSpotter's
The step-by-step process you need to follow to clean out your old, unwanted contacts and how to clean up our data
Long-term strategies to keep your HubSpot portal data pristine, clean, and always reliable and up-to-date
4 Content Guides to Convert Leads, Close Deals, and Delight Customers
Content managers, are you looking for ways to attract more visitors to your website, convert more leads, close more sales and turn more customers into brand evangelists? We thought you might be – in this course, we’re going to talk about four different types of guides you can create to help you achieve those very goals.
Elements of a Great They Ask, You Answer Website
In this course, you’ll learn how to transform your website into a true buying tool for your prospects and customers. By looking at the ways that digital consumers have changed, we’ll pull out some basic principles that you can apply to your website to make it perform better in search results, convert more visitors and sales, and ultimately get ever-closer to creating an online experience fit to be regarded as the WebMD of your industry.
This course is a great fit for leaders passionate about how they communicate online, sales and marketing managers and teams, and of course anyone who is responsible for making updates to any part of your website.
By the end, you’ll know how to look at any page of your website and find gaps and missed opportunities, how to gradually make improvements or redesign entire elements of the website, and ultimately ensure that any experience buyers have with you online transitions perfectly into actually doing business with you.
Before we get started, I want to clarify that this is not a course about visual web design or development. In fact, you might find after taking this course, that changing the visual layout of your site is the least of your concerns. Instead, we’re focusing exclusively on user experience as it relates to the information and functionality of your website.
If you’re down with that, let’s get started.
How to Hire a Content Manager
It’s not enough to simply say you’re doing content marketing. You need to commit to it. That means hiring a comma-wrangling storytelling boss of a content manager to own your content creation effort and make sure it not only gets done, but that it accomplishes your goals.
In just one hour, Liz Moorehead, IMPACT's editor-in-chief, shares everything you need to know to find the powerhouse content manager who will truly own your strategy, tell your story, and start driving the traffic, leads, and sales results you’re looking for. You’ll learn the same expertise and proven playbook we’ve helped all of our clients implement to successfully find their dream content managers — and Liz will make you laugh out loud while doing it.
This course teaches you:
What should be in your content manager job description
How to screen applicants so you only spend time with the best fits
The questions you should ask in an interview and what to look for in answers
How to run a situational activity in the hiring process that shows which candidates can "walk the walk" and "talk the talk"
How to set your new content manager up for success before they walk in the door
Sales Reporting and Dashboards in HubSpot
You're using the HubSpot CRM and Sales Hub tools, but are you leveraging them to your fullest potential, so you can rely on the platform to help you maximize your revenue growth potential? If you're a sales manager or professional asking yourself this question, you're in the right place.
In this lesson, you'll learn:
How to approach HubSpot reporting for sales
The basics of HubSpot dashboards for sales
How to create your own dashboard as a sales rep
How to create your own dashboard as a sales manager
By the end of this short lesson, you'll feel 100% confident and comfortable navigating HubSpot's sales reporting tools, as well as how to use your dashboards to fuel real growth and help you close more deals faster.
Investing in Your Business Website's User Experience
Needing a website for your business is a given, but the same website from 2000 or even 2013 isn’t going to cut it. To succeed with inbound marketing and They Ask, You Answer, your business website needs a specific user experience and unique features you may not have considered before.
Your business website can be your No. 1 salesperson, driving traffic, leads, and sales every single day of the year, after hours, without ever needing to take a day off. Unfortunately, too many businesses are missing out on this opportunity by investing in the wrong areas.
We’ve built hundreds of websites over the years that have helped businesses get set up for success and, in this course, we share everything you need to know to do it yourself. By the end of this quick, 35-minute course, you'll have a clear understanding of:
The role your business website needs to play to see the results you're looking for
What makes your business website great to your ideal buyers
The consequences of not investing in your business website's user experience
The 10 key areas of what we call the Website Performance Mastery Scorecard
This course is ideally suited for business, marketing, and sales leaders who want to drive more growth through their business website.
19 conversion and content offers that generate leads
Through SEO best practices and great content that answers your ideal buyers most pressing questions, you're driving traffic to your website. Yet even with all of that, your ideal buyers aren't converting on your website into qualified leads that can either be nurtured or worked by your sales team.
What do you do? What can you offer besides the usual "contact us" page to transform your website visitors into the qualified leads that will drive measurable revenue growth for your company?
If these are the questions you're wrestling with, you've come to the right place! In this lesson, you'll walk away with a deep understanding of:
Why you need conversion and content offers on your website, no matter what it is that you do or sell at your company
From checklists to sales appointments, what are the best types of conversion and content offers for businesses
Specifically what conversion and content offers are most effective at various stages of the buyer's journey
By the end of this lesson, you'll have a ton of ideas for different types of conversion and content offers you can create for your company that will get the biggest results – based on your goals and the unique journey of your buyers – and you'll understand how to tie them to your pre-existing content on your website.
Making the most of a virtual event sponsorship
Virtual sponsorships are a huge opportunity for your brand to get in front of a bigger audience AND to make a lasting impression on the virtual stage. Whatever your title might be, if you want to learn how to deliver maximum value as a sponsor for a virtual audience, then this is exactly where you need to be.
Discover why virtual event sponsorships are worth investing in, the types of virtual event sponsorships that are available, how to work effectively with event producers (from an event producer), and how to wow attendees and turn them into leads for your business.
How to use HubSpot Sales Hub to make assignment selling a breeze
The sales technique of assignment selling – wherein you assign content as homework strategically throughout the sales process – is proven to close more deals fasters across all industries. But how can you leverage technology (like HubSpot Sales Hub) to make your assignment selling more efficient and effective?
That's what this lesson is all about. In this lesson, you'll learn how to use HubSpot templates and snippets for assignment selling, as well as documents and analytics.
Note: You’ll need at least Sales Starter to get the most out of templates, snippets, and documents for assignment selling, and you’ll need Sales Pro or above to use sales content analytics.
Content and cookies: Easy content ROI reporting in HubSpot (without revenue attribution)
You're creating content at your company to drive measurable results – specifically, traffic, leads, and sales. But how do you prove to your bosses, sales, and the rest of your company that the content you're creating is making a difference? How do you showcase beyond the shadow of a doubt that your strategy is delivering ROI if you're using HubSpot?
In this lesson, you'll learn:
How to prove your content makes money
How to report on content ROI like Marcus Sheridan
How to create custom ROI reports in HubSpot
How to track digital sales and marketing mastery metrics with a HubSpot dashboard
You're implementing They Ask, You Answer, and you're currently on your journey toward achieving true digital sales and marketing mastery at your company. But how do you leverage HubSpot to help you keep track of all the key performance metrics and data you need?
In this lesson with IMPACT Director of HubSpot Training Carina Duffy, you'll discover how to build a powerful HubSpot reporting dashboard that gives you a full, real-time picture of your digital sales and marketing mastery progress, anytime and anywhere.
Creating Pillar Content Your Buyers and Search Engines Will Love
So you hired a content manager, and you’re churning out high-quality, long-form articles on the reg, but still not seeing that killer organic traffic you need. With one of the only constants in life being Google’s algorithm updates, this is an all too common challenge.
As much as it pains us, the way we marketers used to “do SEO” no longer cuts it. How search engines map our content today is very different (and much more human) than it was when we all first started creating content marketing strategies or our companies and we need to cater to this. Enter topic clusters and pillar pages.
Organizing your content in a topic cluster and pillar page model will help:
Your website be more organized, structured, and easier for users to navigate
You spot new content priorities, opportunities, and gaps with ease
Search engines like Google map your content more efficiently
Your search rankings go up due to better visibility
But what is the topic cluster and pillar content model? How does it work and why? What do great pillar pages look like across different industries? How do you select your own topic cluster and pillar content topics? How do you develop an out-of-this-world, revenue-generating strategy for a pillar page? And how do you track the success of your topic clusters and pillar pages?
You'll find the answers to these questions (and much more) in this IMPACT+ Pro course with the mind behind IMPACT’s traffic and lead-generating pillar strategy, Liz Moorehead.
This course is ideally suited for content managers and digital marketers who are tasked with developing and executing robust content strategies that drive results for their company.
HubSpot campaigns and campaign analytics
You're using HubSpot to drive the traffic, leads, and sales you need through landing pages, blog articles, email marketing, and much, much more. But do you know how they're performing? That's exactly what the HubSpot Campaigns tool is for, but so many business leaders and digital marketers don't realize how powerful it can be.
In this lesson we’ll break down what HubSpot Campaigns actually are – how they function, and what you can do with the HubSpot Campaigns Analytics tools
If you’re in sales, you know how challenging prospecting can be. You’re reaching out to ideal buyers who have never heard of you before, and (in a single communication) you need to get them to like you, trust you, and take action. Too often, however, your messages go unopened and unanswered.Until now, that is.
In this new course, you’ll unlock the powerful tactics, strategies, and secrets to creating prospecting emails that are guaranteed to get higher open rates and leave your prospects genuinely excited to learn more from you.
How to do HubSpot lead nurturing (that isn't terrible)
Nurturing your leads via email is absolutely critical to the success of your digital sales and marketing strategies – and HubSpot is a fantastic platform for lead nurturing automation. Unfortunately, many digital marketers just like you know you need to be running automated email lead nurturing campaigns.... but often the results are lackluster, at best, no matter what you do.
If that sounds like you. You're in the right place. In this lesson, we’ll break down why most email nurturing campaigns are so stinking bad, how to avoid those things and do email nurturing for your company that’s NOT so stinking bad (and maybe actually is effective). We'll also get into some tips and tricks for doing your email nurturing with HubSpot’s automation tools.
Your Role as a Content Manager
Congratulations! You've been hired as a content manager to lead the charge of your company's content marketing efforts to drive traffic, leads, and (most of all) sales. Still, as a newcomer to your role, you likely have a few questions:
What does a content manager do?
What problems does a content manager solve?
How can I get the results needed to prove myself in my new role?
What should I be doing on a daily, weekly, and monthly basis?
If this sounds familiar, you have come to the right place. IMPACT Principal Content Marketing Trainer Kevin Phillips is here to empower you with the knowledge and tactical direction you need to feel comfortable in your new role. Also, you'll discover exactly how you fit in at your company as a key player in driving big results.
By the end of this course, you'll feel confident in your new role as content manager and will have a clear roadmap of how to establish yourself as a results-driving hero at your organization.
Lead scoring in HubSpot
Lead scoring is one of those HubSpot features that everyone loves to talk about... but is rarely ever used effectively or consistently. In this lesson, we'll dive into how to set up, validate, and actually use your scoring properties in HubSpot.
Managing your reputation and reviews in today's marketplace
In this course, you’ll learn how to actively manage your online reputation, while leveraging the power of online reviews to drive qualified leads into the sales process. A great reputation will attract new business, but a bad reputation will ensure that your potential leads have the wrong impression of you from the very start.
This course is a great fit for marketing professionals or business owners who need to understand the fundamentals of an online reputation and how to harness the power of online reviews to attract new customers and drive revenue.
By the end of this course, you’ll have a full understanding of where your online reputation currently stands. You’ll be able to set up a repeatable process to drive new customer reviews to high-target external sites (such as Google My Business, Facebook, Angie’s List, or Home Advisor). And finally, you’ll learn how to properly address negative public feedback so that you can win back trust.
Mastering On-Camera Performance
If you shudder at the thought of speaking on camera, you’re definitely not the only one. Whether it’s worrying about how your hair or makeup looks or your tone of voice, it’s common to feel self-conscious when the camera starts rolling — but you can overcome it!
IMPACT They Ask, You Answer Coach and Inbound and Video Workshop Trainer Zachary Basner firmly believes that anyone can be good on-camera with practice and the right guidance, so he’s here to walk you through all of it.
In this course, Zach helps you uncover the skills and techniques to master your performance on-camera, whether it’s for a Zoom meeting, a 1:1 sales video, a YouTube tutorial, or full-scale production. This includes:
How to overcome self-doubt and fear
On-camera tips to bring out your best performance
How to look your best on camera with effective facial expressions and gestures
How to sound your best on camera with the right tone, pacing, etc.
Knowing when to use a script
These are all things Zach learned first-hand from public speaking and countless teachers and mentors he’s had. So, if you’re ready to stop being intimidated by the camera and learn how to become a master communicator, let’s jump right into it.
Fundamentals of social media marketing
Facebook, Instagram, Twitter, LinkedIn, TikTok — the list of social media networks is ever-growing and their prevalence in our society and everyday lives is undeniable, but how do you really use them for business successfully? How can your business and brand use them toactually drive real awareness and engagement?
IMPACT’s director of membership & events, Stephanie Baiocchi, is here to show you the way!
By understanding the fundamentals of social media for business, you’ll be able to drive traffic, leads, and revenue to your business, foster engagement with your content, and create a positive representation of your brand online. If you neglect it or simply put it on auto-pilot, however, you could be actively turning leads away.
In this just over one-hour-long course, you’ll learn:
How to choose the right social platforms for your business
When and how often to post on those platforms
Basic best practices for different social media channels
B2B vs. B2C practices on social media
How to run social media contests successfully and legally online
When and how to hire a social media manager
How to monitor and measure the success of your social media strategy
This course is a great fit for anyone who doesn’t feel very comfortable on social media or has used it for personal use but wants to understand how to best use social for business.
By the end of it, you will be well-prepared to tackle social media for your business head-on and see long-term success!
Inbounder’s guide to email marketing
You might be surprised by this fact, but email marketing has been around since before the introduction of the internet. Yeah, in fact, the very first marketing email was sent in 1978 by none other than Gary “The Father of Spam” Thuerk, Marketing Manager of Digital Equipment Corp. Gary used email via Arpanet (basically the forerunner to the internet) to promote their new DEC machines to 400 recipients. The email blast resulted in $13 million in sales. And email marketing has been a critical tool in every marketer’s tool bag ever since.
But just like with any medium of marketing, there will be marketers who exploit it and abuse it. Those who care more about open rates and click-through rates than they do about the actual people receiving their emails. And when they do this, they make the rest of us look bad.
Ultimately, the purpose of this course is to teach you how to use email marketing appropriately and responsibly so that you’re only sending emails to people who want your emails, who sign up to receive them.
This course is a great fit for beginners just getting started and intermediate marketers tired of sending emails that don’t get opened, don’t get clicked on, or get recipients to unsubscribe or mark them as spam.
Here you’ll learn the inbound approach to email marketing. We’ll cover what email marketing is, how to keep it inboundy, benefits of email marketing, how to grow your email contact database, and the different types of emails you can send to recipients (that they actually want to open).
By the end of this course, you’ll be an inbound email marketing padawan. Not quite a Jedi master (that’s for a later course), but well on your way to saving the universe from awful emails nobody ever wants to open or read.
Getting started with B2B LinkedIn advertising
As a B2B marketer, you know how valuable a strong brand presence is on all social media channels. You constantly engage, comment, post, share - all the things every blog or article has told you to do to make it on social.
But these platforms have a secret - they want to make money.
Okay, maybe it’s not a secret. But it’s true. And because they’ve spent billions of dollars developing complex AI and algorithms to provide users the best experience possible, they want to be reimbursed. I don’t blame them.
This is why channels such as Facebook and LinkedIn make getting your brand’s posts and content to be seen organically within their user’s feeds almost impossible and why they want you to have to pay for that kind of invaluable exposure.
Maybe you are no stranger to the paid media advertising game - you’ve developed strategies around Google search and maybe even Facebook. But there is one platform that tends to scare people when it comes time to whip out that credit card. And that’s LinkedIn.
That’s where this course comes in.
Upon completion of the Introduction to LinkedIn Advertising course, you’ll learn just how powerful LinkedIn ads can be for your B2B brand, how to make the most of your budget within the platform, and what to look for when managing these campaigns.
You’ll also learn how to best use LinkedIn’s most valuable feature - Audience Targeting. Say hello to the most popular ABM strategy tool you’ve probably never even thought of.
This course is a great fit for digital marketers who are ready to invest in social advertising in a way that is guaranteed to drive the most qualified B2B traffic to your site and explore a brand new profit center.
Inbounder's guide to Google Suite tools
In this course, you’ll learn how to effectively utilize Google Suite tools as you continue to master They Ask, You Answer and Inbound Marketing.
Google offers a range of free tools businesses can use to learn more about how search engines and real buyers view and use their websites and assets.
This course does not teach you how to set these tools up, troubleshoot problems, or certify you in their use. Tutorials such as those can easily be found at support.google.com.
Here you’ll learn:
How to use Google Search Console
How to use Google Analytics
By the end of this course, you’ll have a fuller understanding of how to use Google’s suite of tools to measure and improve your They Ask, You Answer, and Inbound Marketing efforts.
How to optimize your Google My Business listing
How important is it to you that your business shows up on Google for relevant search queries?
Extremely important, right? That question is a no-brainer.
And to make it happen, you dedicate a lot of your time optimizing your website’s SEO, improving your social media and email campaigns, and even paying for Google Ads to appear at the tippy-top of search results.
But there’s a tool, a FREE tool, that can help prospects find your business more frequently in Google Search and Google Maps (especially if you’re a local business).
Many organizations are familiar with Google My Business. They know they have to create an account, enter their physical address, and maybe upload their logo. And by doing so, prospects wanting to visit their location can get there using Google Maps.
But that is not all this tool is useful for. Far from it. Google is continuously rolling out new tools and features with Google My Business making it an extremely valuable tool in any business’s marketing arsenal.
In fact, by optimizing your Google My Business listing, you’ll increase your visibility in search, give prospects a better shopping experience, and drive more traffic to your website and social channels in addition to your front door.
And that’s what this course is all about.
In this course, you’ll learn:
What Google My Business is
Why Google My Business is important
How to optimize your listing
How to review and add images
How to audit and respond to reviews
How to create google posts
How to add videos
How to measure success using insights
By the end of this course, you’ll know how to optimize and maintain your Google My Business listing to appear more frequently in relevant search queries, provide amazing experiences for your visitors, and turn more prospects into customers.
Creating memorable, money-making content for beginners
You know you need to create persuasive, engaging, powerful content your audiences will adore, but frankly, for many, that process — well, sucks. It’s painful trying to get information out of your team, and it takes time to write, edit, and publish. On top of that, so much of the content doesn’t show any return in traffic, leads, or sales.
What’s a marketer to do to make creating memorable, money-making content easier?
Believe it or not, creating great content can be broken down into surprisingly easy (and repeatable) writing formulas, techniques, and processes that anyone can put into action — and that’s what this lesson is focused on.
By the end of it, IMPACT’s Liz Moorehead will help you master:
The simple processes you need to produce the highest quality content possible every single time.
How to make sure you’re answering your ideal buyer’s questions through your content.
How to craft insanely memorable blog introductions that hook your audience.
How to craft conclusions that excite your ideal buyers and make them ready to take immediate action.
Why adding personality into your content is mission-critical to your success as a content creator today.
The dos and don'ts of adding personality to content.
The best tools to help you optimize your content and production.
In this course, you’ll learn how to master marketing automation tools in HubSpot in order to improve contact communication, nurturing, internal processes, and more for your marketing team.
This course is a great fit for any marketing professional who uses (or is starting to use) HubSpot and is looking to leverage the platform to both improve their overall buyer’s experience and save their team time and effort.
By the end, you’ll have a full understanding of how you can utilize HubSpot’s workflows tool to make your marketing process more seamless.
Scaling Up Your Digital Sales and Marketing
Your inbound marketing and sales efforts have been delivering awesome results, but are they really set up to take your business to the next level?
It’s a common misconception that inbound marketing is only suited for small businesses. Inbound efforts are effective and affordable for small to medium-sized businesses, but that doesn’t mean they can’t be as valuable as an organization grows as well.
In this course, IMPACT’s Chief Learning Officer Chris Duprey shares what it takes to scale up your digital sales and marketing into an indispensable asset that will actually grow with the company. You’ll learn:
Key areas that you should invest in next (i.e., video, communication training, etc.)
What to do after you’re successfully producing content
How to start sharing industry thought leadership
How to start exploring paid media
How to start building a brand community
This course is a great fit for seasoned IMPACT+ Pro members who identify as business owners, senior leaders, and leadership and are on the verge of stage 4 or beyond.
By the end of this course, you’ll know what it takes to turn your digital sales and marketing from good to great, an actual asset that continues to provide opportunities for you, your team, and your community.
Investing in Incredible Digital Sales and Marketing Results
If you look at the most successful inbound case studies, the companies who have experienced the most significant sales and revenue growth with inbound, there is one common theme amongst them: They weren’t reliant on an agency or outsourced vendor to dictate what they did. Instead, they owned it. They made the investments, and because of that, revolutionized their businesses and in many cases, their industries.
In this course, you’ll learn what it means to take ownership of your digital sales and marketing, how you can do it, and the long term value it provides.
This course is a great fit for business owners, senior leaders, and leadership team members.
By the end of this course, you’ll know what it takes to transition from a position of reliance on others to a position of ownership for your digital sales and marketing.
The Visual Sale for Sales Professionals
In this course, you’ll learn how a highly-effective sales professional (and sales team) can unlock the power of video and visual communication. By understanding and applying the philosophies of “The Visual Sale”, you’ll see dramatic improvements in buyer engagement, shorten the sales cycle, and build more trust with your prospects and customers.
This course is a great fit for any sales professional whether you’re beginning your journey with virtual sales or are looking for new ways to continue adapting to today's changing buyer.
By the end, you’ll have a full understanding of why video is important for all sales teams, where to focus your time and energy, and an introduction to the strategies used by some of the best “video-first” sales teams around the world.
Virtual Sales Appointment Strategies that Close Deals Faster
In this course, we’ll examine today’s virtual marketplace, its effect on the sales process, and how to master virtual sales appointments that take less time and move more buyers to action.
This course is a great fit for any sales or service team that is either beginning the transition to virtual appointments or is experiencing a much longer sales cycle and lackluster results since making this shift.
By the end, you’ll know how to set up the appointments, how to leverage tools to help conduct meetings, how to ease your prospects’ concerns, and how to ensure you are not losing valuable sales opportunities when moving to a virtual environment.
Getting started with sales technology
Many of us have been there before: Everyone is excited about what’s possible and the promise of inbound marketing. You start creating content, sending emails, creating offers, optimizing your website — but then, as the weeks and months roll by, the questions start, and doubt creeps in…
“I don’t know how to clearly prove the ROI of our inbound marketing.”
“We know our content is driving traffic, but we don’t know if it’s impacting revenue.”
“Our leadership and sales teams don’t see the value of the content we’re producing.”
It doesn’t have to be like this.
In this course, Carina Duffy will teach you how we’ve seen sales organizations at hundreds of companies utilize CRMs and other sales technology to sell better and track performance. You’ll learn:
What a CRM is and what it should be doing for your team
How to be more efficient and productive using sales technology
How to improve your sales enablement using sales technology
How to optimize your sales process using sales technology
How to choose the right CRM for you
How to get started with sales technology
This course is a great fit for both sales managers and sales reps who either have not adopted a CRM platform or are in the process of vetting platforms and who want to improve their sales processes and performance.
By the end, you’ll know exactly what a CRM and other sales technology can and should do for you and your team, and have the knowledge to get started vetting and adopting these tools confidently!
How to Role Play Virtual Selling With Your Team
In this course, you’ll learn the importance of role-playing and how to execute effective role-play scenarios that actually help grow the confidence of your team, help them master the right communication techniques in a private environment (rather than in front of buyers), and ultimately improve your sales process and customer experience.
This course is a great fit for sales reps, sales leaders, and leadership, as it addresses a key skill that leaders and sales reps need to understand.
By the end of this course, you’ll be able to prepare for, conduct, and follow-up on a successful sales role-play.
Digital Communication Techniques for 1:1 Sales
Email marketing isn’t dead — it’s just much harder to make an impression these days, especially if you’re trying to sell something!
Are you looking to boost the open and response rates to your sales emails?
In this course, Myriah Anderson dives into the fundamentals of crafting engaging emails that we use to successfully help move prospects along in the buying journey more quickly and with more confidence.
You will learn:
How to write irresistible subject lines
How to craft engaging personalized, 1:1 email copy
How to use your email signature as a sales tool
What content to include in every sales email
How to move recipients to action in your email
This course is a great fit for sales professionals and sales leaders who want to increase their team’s effectiveness with email communication and video in the sales process.
By the end of this course, you’ll be confident in how to create clickable subject lines, engaging email copy that includes 1:1 video, calls-to-action, interactive signatures, and the types of content that will help you move deals along faster.
Fundamentals of highly effective sales communication
In this course, you will learn how to leverage effective communication in sales before, during, and after an interaction with a buyer. You’ll learn how to have more control over the direction of your conversations, maintain better ongoing relationships with buyers, and achieve a new level of trust with prospects.
This course is a great fit for sales reps, sales leaders, and leadership.
By the end, you’ll understand what effective communication is, what is needed to achieve this in a sales setting, and be empowered to approach sales conversations from the position of an educator.
Specifically, you’ll know how to get ahead of objections, develop the tools to get a commitment, and send effective follow-up communication to your buyer.
Self selection and the touchless buying experience
Is your website forcing visitors to fill out a form to get a quote? Does it make them have to talk to someone before making a purchase?
Fact: Modern buyers don’t want to be sold to. They want to take ownership of their buying decision and know they’re making the best choice for themselves. Why do you think so many hide behind their computer screens rather than browsing (or braving) the aisles of their local stores?
Self-selection tools (think product match quizzes) transform your website experience to help buyers sell themselves. They help personalize a buyer’s experience on your website, making it not only easier but more enjoyable for them to make a purchase without needing to talk to someone on your team.
In this course, taught by IMPACT’s Chief Learning Officer Chris Duprey, you’ll learn everything you need to create this experience on your website, including:
What exactly a self-selection tool is
The different types of self-selection tools
How self-selection tools can help shorten the sales cycle and improve website conversion rates by guiding buyers to their best options
How to go about building your own self-selection tool
This course is a must-see for anyone in marketing, but especially those in sales, marketing, design, and user experience.
Crafting "Selling 7" Videos that Convert
So you’ve bought the camera and lighting equipment, you’ve created the YouTube channel, and you’ve convinced your team to get ready for their close-ups — but you’re still not seeing traffic, leads, or sales from your video investment. You’re not alone.
Many marketers and businesses struggle to see real results from their video marketing for one big reason: They’re focused on creating the wrong content.
They need to be creating what we call The Selling 7, or the seven videos that will have the biggest impact on your business’ website conversions and sales.
From video ideation and prioritization to publishing and hosting best practices, this course from They Ask, You Answer Coach Will Schulz will teach you how to master your own Selling 7 video strategy, top to bottom. You will learn:
What videos are included in The Selling 7
The most common mistakes made when producing Selling 7 videos
How to create a framework for producing Selling 7 videos
How to make effective, high quality Selling 7 videos
This course is a great fit for videographers and content marketing managers who are already familiar with video marketing and the concept of The Selling 7 and are ready to start planning the production of their own videos. For anyone in sales or service who will be participating in these types of videos, this is critical information as well.
By the end, you will have a shared understanding of the purpose of The Selling 7. You will also know how to execute each video’s pre-production in a way that avoids common mistakes. Finally, you’ll know how to go about scheduling the shoots and hosting the content to track the viewer analytics behind your website videos.
On-Page SEO & User Experience
When you’re trying to expand your audience, getting your content found in search engines is a must. but what if you’re following all the best practices — keywords in your headlines, related links in your copy — but still not seeing any rise in rank?
How can you conquer on-page SEO and user experience to impress the almighty Google, have users land on the first page of your target search results, and attract qualified traffic?
In this course, IMPACT Content Trainer Kevin Phillips goes beyond SEO basics to teach you how to write and optimize blog articles that will win over search engines and readers alike. These are tried-and-true strategies he’s used to help clients shoot to the top of search ranks for the better part of a decade.
You will learn:
How to create content along the buyer’s journey
How to optimize your article copy to appear on the first page of Google (including structure, keywords, multimedia, linking, etc.)
How to optimize your SERP elements (i.e., titles, URLs, meta descriptions, etc.)
How to optimize the user experience of your blog articles
By the end of this course, you will have everything you need to start not only finding your ideal buyers at the top of their searches, but also winning them over with high-quality, easy-to-digest content.
Fundamentals of ROI Reporting in HubSpot
You’re publishing great content and beautiful videos. People can’t say enough good things about the work you’re doing. That’s awesome — but is any of it actually working? Inbound marketing isn’t easy. To make it worth the time and effort, especially to skeptical decision-makers, it needs to show return. IMPACT’s Carina Duffy is here to show you the way!
In this course, IMPACT’s resident HubSpot nerd dives into how your organization can use HubSpot to prove the ROI of its inbound marketing efforts. By the end, you will fully understand:
The different ways to define return on investment (ROI) at your organization
The tools HubSpot has to track your ROI (even if you’re not using HubSpot Sales) and how to use them
How to manage your data properly in HubSpot
How to create effective ROI reports in HubSpot
Chock-full of insights we’ve previously only shared with our clients, this course is a great fit for any marketing and sales professionals looking to show the fruits of their labor to their decision-makers and organization in a reliable, easy-to-understand way.
Video Selling Strategy
How do you sell in a video-first, virtual workplace? Learn how to use video in every stage of the sales process to improve engagement and increase revenue.
Fundamentals of Creating Sales & Marketing Videos
Get expert insights on laying the foundation for high-quality video content that drives revenue including how to crush it on-camera and other production secrets.