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What is They Ask, You Answer

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Free and pro sales and marketing courses

Free and pro sales and marketing courses
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
They Ask, You Answer is a revolutionary approach to inbound marketing that has empowered thousands of companies around the world ...
Start Course
Learn More
Free

Fundamentals of the Visual Sale
In this course, you’ll learn how a highly-effective sales professional (and sales team) can unlock the power of video and visual ...
Start Course
Learn More
Free

Assignment Selling: Content is Your Greatest Sales Tool
In this course, you’ll learn about Assignment Selling, one of the foundational aspects of They Ask, You Answer, our digital sales ...
Start Course
Learn More
Free

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, ...
Start Course
Learn More
Pro

Fundamentals of virtual selling
The business world is currently in a massive shift and your sales process needs to be ready to adapt. When you can’t meet ...
Start Course
Learn More
Free

Video Sales and Marketing Strategy
Align your teams around a common vision with video, learn how to make highly effective content, and ensure that as you start or ...
Start Course
Learn More
Free

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 ...
Start Course
Learn More
Free

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 ...
Start Course
Learn More
Free

How to Write "The Big 5"
The insider track to They Ask, You Answer from the content manager’s perspective. What you need to be successful, how to crush ...
Start Course
Learn More
Pro

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 ...
Start Course
Learn More
Free

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 ...
Start Course
Learn More
Free

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 ...
Start Course
Learn More
Pro

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 ...
Start Course
Learn More
Pro

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 ...
Start Course
Learn More
Free

Investing in your business website's user experience
Your business website should be your number one sales person, driving traffic, leads, and sales every single day of the year, ...
Start Course
Learn More
Free

How to hire a content manager
If you’re practicing inbound marketing, content marketing, or They Ask, You Answer as a means to increase traffic, leads, and ...
Start Course
Learn More
Free

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 ...
Start Course
Learn More
Free

How to create landing page videos that convert
You've published great content that answers your ideal buyers' questions. You also have conversion and premium content offers on ...
Start Course
Learn More
Free

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 ...
Start Course
Learn More
Free

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 ...
Start Course
Learn More
Free

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 ...
Start Course
Learn More
Free

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 – ...
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Free

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 ...
Start Course
Learn More
Pro

Creating pillar content your buyers and search engines will love
SEO isn't dead. The way search engines map our content today is simply very different (and much more human) than it was when we ...
Start Course
Learn More
Free

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 ...
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Free

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 ...
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Free

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 ...
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Free

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 ...
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Pro

Mastering On-Camera Performance
In this course, we’ll uncover the skills and techniques to master your performance on-camera whether it’s a zoom meeting, 1:1 ...
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Free

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, ...
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Pro

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 ...
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Free

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 ...
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Pro

Creating memorable, money-making content for beginners
"I know I need to create memorable content. But even when I’m happy with something I create, the process to get to that point ...
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Free

Marketing Automation Mastery (with HubSpot Workflows)
In this course, you’ll learn how to master marketing automation tools in HubSpot in order to improve contact communication, ...
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Pro

Scaling Up Your Digital Sales and Marketing
In this course, you’ll learn what it takes to scale up your digital sales and marketing to truly turn it into an asset that will ...
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Free

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 ...
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Pro

Crafting "Selling Seven" Videos That Convert
In this course, you’ll learn how a company can create Selling Seven videos for their website while implementing all of IMPACT’s ...
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Pro

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 ...
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Free

Self Selection and the Touchless Buying Experience
In this course you’ll learn the importance of self-selection tools and personalized digital experiences that help shorten the ...
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Pro

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 ...
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Pro

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 ...
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Free

Getting Started with Sales Technology
In this course you’ll learn how a sales organization can utilize CRMs and other sales technology to sell better and track ...
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Pro

On-Page SEO & User Experience
Learn how to optimize your blog articles to get search engines to position them on the first page of search as well as how to ...
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Fundamentals of They Ask, You Answer
The guide to understanding the They Ask, You Answer Methodology, setting up your content to drive revenue, and accelerating your ...
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Assignment Selling
The guide to setting up your content to actually drive revenue and accelerate your sales process....
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Pro

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 ...
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Pro

Fundamentals of ROI Reporting in HubSpot
Set your HubSpot portal to track the return on investment of your digital marketing efforts, specifically as it relates to ...
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Pro

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 ...
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How to Build a Content Strategy in the Digital Age
Create a content strategy that will actually work. Learn how search has evolved, a new content architecture you need to use to ...
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They Ask, You Answer fundamentals with Marcus Sheridan

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. But what is it and how does it work?

This course is a great fit for anyone associated with the growth of an organization, from sales, marketing, and leadership to product development and customer service — quite frankly everyone in your organization. 

By the end, you’ll have a complete understanding of how buyers and the buying process have changed, and how trust is the foundation of all business. Beyond that, we’ll examine the power content can have in sales, understand the fundamentals of the perfect inbound website, and finally, how to get started, making sure you can avoid what sometimes causes this initiative to fail.

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.

Fundamentals of the Visual Sale

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.

Assignment Selling: Content is Your Greatest Sales Tool

In this course, you’ll learn about Assignment Selling, one of the foundational aspects of They Ask, You Answer, our digital sales and marketing framework.

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.

By the end, you’ll discover the importance of leveraging content in the sales process, spending less time educating in sales meetings, and ensuring you’re always working with qualified prospects. You’ll understand how Assignment Selling works, what’s possible when it’s done correctly, and how to start implementing it tomorrow.

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.

The solution? Sales enablement content. 

But what is sales enablement content? 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 makes you look like a total money-making hero at your company?

Well, you're in good hands with Liz Moorehead, IMPACT's editor-in-chief. Because, by the end of this course, 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

The business world is currently in a massive shift and your sales process needs to be ready to adapt. When you can’t meet face-to-face during your sales process, don’t be frustrated by geographical limits in your sales process. 
When done correctly, virtual selling can shorten your sales cycle and provide additional opportunities for your business to connect to potential customers. 

Join Marcus Sheridan as he guides you through the fundamentals of virtual selling with tools to shift your sales strategy.

By the end of this course, you’ll have a deep understanding of what virtual selling is, the common myths surrounding it, how to integrate video into your sales process, and 12 proven best practices to implement today!


Video Sales and Marketing Strategy

Align your teams around a common vision with video, learn how to make highly effective content, and ensure that as you start or continue your video journey, you do it with confidence.

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"

The insider track to They Ask, You Answer from the content manager’s perspective. What you need to be successful, how to crush your content goals, and what resources are available.

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. 

Resources:

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.

Please enjoy this course with its companion, Elements of a Great They Ask, You Answer Website.

Resources:

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:

  1. You’ll learn how to review the copy of your article for SEO and user experience
  2. You’ll learn how to inspect your multimedia for best practices
  3. 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. 

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.

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.

Investing in your business website's user experience

Your business website should be your number one sales person, driving traffic, leads, and sales every single day of the year, without ever needing to take a vacation. Unfortunately, too often businesses stand in their own way of achieving this reality – why? By not making an investment in their website's user experience, thus making it a magnet for their ideal buyers. 

That changes with this course. 

By the end of this 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.

How to hire a content manager

If you’re practicing inbound marketing, content marketing, or They Ask, You Answer as a means to increase traffic, leads, and sales for your company, you absolutely need to hire a comma-wrangling storytelling boss of a content manager who owns your content creation efforts.

But is a content manager worth it? Absolutely. In addition to doubling their revenue after hiring their own content manager, Taffy Ragan of Bill Ragan Roofing had this to say about hiring their content manager, Matt:

“Matt has become a huge part of our culture. Our whole team looks up to him and new hires look at him as if he's someone famous. I am thrilled, absolutely thrilled. I’ve been saying for months that he’s the best hire our company has ever made.”

And in this course, you'll learn everything you need to know to hire your own content manager all-star, including:
  • The only content manager job description you'll ever need, with a section-by-section walk-through
  • How to screen your job applicants so you only spend time with candidates who are potential great fits for the role
  • The questions you should ask in an interview, as well as what to look for in their answers
  • How to run a situational activity in the hiring process that will show which candidates can "walk the walk" and "talk the talk"
  • And finally, how to set your company and your new content manager up for success before they walk in the door

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 create landing page videos that convert

You've published great content that answers your ideal buyers' questions. You also have conversion and premium content offers on your website with landing pages and forms. And yet, your conversion rates from website visitor to qualified lead is still flat... or, at the very least, lackluster. What can you do?

The answer is the landing page video, a proven lead generation-booster across all industries. And, in this lesson, you'll learn:

  • What a landing page video is and why you need one
  • How to write a landing page video script that drives action
  • Examples of real-world landing page videos to inspire you

Tools & Templates:


Landing Page Video Examples:

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 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.

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.

Resources:

  1. What is assignment selling with Marcus Sheridan
  2. How to create and send email templates
  3. How to create and use snippets
  4. How to upload and share documents
  5. HubSpot sales content 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:

  1. How to prove your content makes money
  2. How to report on content ROI like Marcus Sheridan
  3. How to create custom ROI reports in HubSpot

Resources:

  1. Fundamentals of ROI reporting in HubSpot
  2. How to install the HubSpot tracking code on your website
  3. How to use HubSpot forms
  4. How to create a powerful monthly content ROI newsletter

Creating pillar content your buyers and search engines will love

SEO isn't dead. The way search engines map our content today is simply very different (and much more human) than it was when we all first started creating content marketing strategies to drive traffic, leads, and sales for our companies. That's why the way we architect our content strategies must shift toward a topic cluster and pillar page model, an approach that has proven, measurable benefits:

  1. Your website will be much more organized, with a clear structure
  2. You'll be able to spot content priorities, opportunities, and gaps with ease
  3. Search engines like Google will be able to map your content more efficiently
  4. As a result, 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 the questions (and much more) in this IMPACT+ Pro course. (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.)

Assignment prospecting

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.

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

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:
  1.  What does a content manager do?
  2.  What problems does a content manager solve?
  3.  How can I get the results needed to prove myself in my new role?
  4.  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.

Click here to download the Active Online Management Playbook. 

Mastering On-Camera Performance

In this course, we’ll uncover the skills and techniques to master your performance on-camera whether it’s a zoom meeting, 1:1 video, or full-scale production.

This course is a great fit for anyone who plans to participate in your organization’s videos, especially sales, marketing, service, and leadership team members.

By the end of this course, you’re going to have simple on-camera techniques to practice over time including ways to improve your state of mind, your physical appearance, and even how you sound.

What’s cool about this course, is that it’s a combination of many different skills and techniques that I’ve learned from public speaking (from the countless teachers and mentors that I’ve had), the lessons I’m learning as I continue creating video content, and the things that I’ve taught business professionals all over the world - and I’ve learned that ANYONE can be good on camera.

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

In this course, you’ll learn the fundamentals of social media for business. This includes how to choose the right platform for your business, some strategies for B2B vs. B2C businesses on social, best practices for different social channels, and more. This course does not cover paid social ads but sticks to organic social strategies. 

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 fail to successfully optimize your social media presence, you will be actively turning leads away. 

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. Ideally, you already have a solid content strategy in place that answers your buyers’ most common questions and have integrated video into your content. 

By the end of this course, you will have determined which social channels are the best fit for your business, what content to share on your social channels as well as when and how often, and you will have a plan for long-term social media 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

"I know I need to create memorable content. But even when I’m happy with something I create, the process to get to that point often, well, sucks. It’s painful and takes too much time. What do I need to know to make creating memorable, money-making content not suck so much?"

Does this sound familiar? If so, you need to know two things. First, you are not alone. And second, are not the problem, even though it feels like it. The whole content marketing industrial complex has spent years beating the “you absolutely must create content” drum without ever bothering to teach the writing formulas, techniques and surprisingly easy (and repeatable) processes it takes to actually create content.

Instead of acknowledging this massive gap exists, however, it’s assumed that we all learned what we needed to know in school about crafting persuasive, engaging, powerful content our audiences will adore. Of course, that’s not true, but many of you don’t realize it.

So, how do we overcome this gap in knowledge and understanding? How do we make this unrelenting pain and angst around content creation go away, no matter our background, native skill sets or experience?

Well, if those are the questions you’ve got, you’ve come to the right place.

By the end of this lesson, you will:

  • Unlock the super simple processes and tools you need to produce the highest quality content possible every single time. 
  • Learn how to make sure that when you’re answering the questions of your ideal buyers through your content, you’re doing so the right way, so your content is guaranteed to be a deal-closer.
  • Understand how to craft insanely memorable blog introductions that hook your audience and make them hungry to learn more from you.
  • Know precisely how to craft conclusions that excite your ideal buyers and make them ready to take immediate action. 
  • You’ll also learn why adding personality into your content is mission-critical to your success as a content creator today, as well as the dos and don'ts of adding personality to content.
  • And finally, the best tools for bringing focus, serenity, and a little visual razzle-dazzle to everything you publish.

Marketing Automation Mastery (with HubSpot Workflows)

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

In this course, you’ll learn what it takes to scale up your digital sales and marketing to truly turn it into an asset that will take your business to the next level.

This course is a great fit for business owners, senior leaders, and leadership team members of organizations that 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.

Crafting "Selling Seven" Videos That Convert

In this course, you’ll learn how a company can create Selling Seven videos for their website while implementing all of IMPACT’s best practices. From video ideation and prioritization to publishing and hosting best practices, this course will teach you how to master your own Selling Seven video strategy, top to bottom.

This course is a great fit for videographers and content marketing managers who are already familiar with the Selling Seven and are ready to start planning the production of their own videos. For those of you in sales or service who will be participating in these types of videos, this is critical information as well.

By the end, your content team will have a shared understanding of the purpose of Selling Seven videos. 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.

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.

Self Selection and the Touchless Buying Experience

In this course you’ll learn the importance of self-selection tools and personalized digital experiences that help shorten the sales cycle, improve conversion rates, and ultimately provide a buyer-centric experience on your website.

This course is a great fit for sales reps, sales leaders, marketers, marketing leaders, and leadership.

By the end of this course you’ll understand the data and trends of self-selection, how it applies to your organization, and how to get started on using your own tools.

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.

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. 

Digital Communication Techniques for 1:1 Sales

In this course you’ll master the fundamentals of crafting engaging emails that help move your prospect along in the buying journey more quickly and with more confidence. Deals stalling because of a lapse in communication with email will be a problem of the past.

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. 

Getting Started with Sales Technology

In this course you’ll learn how a sales organization can utilize CRMs and other sales technology to sell better and track performance. Understanding how powerful sales technology can be for you as an individual and an organization will serve as a catalyst for getting started, right now.

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.

On-Page SEO & User Experience

Learn how to optimize your blog articles to get search engines to position them on the first page of search as well as how to optimize them for the real people who read and interact with your content.

Fundamentals of They Ask, You Answer

The guide to understanding the They Ask, You Answer Methodology, setting up your content to drive revenue, and accelerating your sales process.

Assignment Selling

The guide to setting up your content to actually drive revenue and accelerate your sales process.

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 ROI Reporting in HubSpot

Set your HubSpot portal to track the return on investment of your digital marketing efforts, specifically as it relates to 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.

How to Build a Content Strategy in the Digital Age

Create a content strategy that will actually work. Learn how search has evolved, a new content architecture you need to use to frame your content strategy, and how to do content the right way in the new age of search.