Free digital sales and marketing courses
Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.
View all free coursesDigital Sales & Marketing World 2021
The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.
Learn moreDigital sales and marketing services
Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.
Learn moreFree They Ask, You Answer course
Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.
Take the course nowHire a coach
Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.
Learn moreCase studies
See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.
View case studiesThey Ask, You Answer, the book
“One of the 11 Marketing Books every CMO should read.” — Forbes
Learn moreVirtual Selling Mastery
Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.
Learn moreVirtual Selling Summit
Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.
Watch past events on demandFree video sales and marketing strategy course
Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.
Take the course nowVideo Sales and Marketing World 2021
Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.
Watch past events on demandThe Visual Sale, the book
Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.
Learn moreMaster video inside your organization
Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.
Learn moreFree HubSpot sales and marketing courses
Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.
Marketing automation mastery (with HubSpot workflows)HubSpot Training Day
Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.
Watch on-demandHubSpot training and implementation
Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.
Learn moreWebsite Optimization Summit 2021
March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.
Learn more and registerWebsite design and strategy services
Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.
Learn moreIMPACT teaches business leaders how to build high-performing teams that achieve extraordinary digital sales and marketing results through coaching, online training, and in-person experiences. We look forward to joining you on your journey to becoming a hero for your own company.
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Free digital sales and marketing courses
Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.
View all free coursesDigital Sales & Marketing World 2021
The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.
Learn moreDigital sales and marketing services
Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.
Learn moreFree They Ask, You Answer course
Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.
Take the course nowHire a coach
Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.
Learn moreCase studies
See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.
View case studiesThey Ask, You Answer, the book
“One of the 11 Marketing Books every CMO should read.” — Forbes
Learn moreVirtual Selling Mastery
Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.
Learn moreVirtual Selling Summit
Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.
Watch past events on demandFree video sales and marketing strategy course
Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.
Take the course nowVideo Sales and Marketing World 2021
Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.
Watch past events on demandThe Visual Sale, the book
Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.
Learn moreMaster video inside your organization
Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.
Learn moreFree HubSpot sales and marketing courses
Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.
Marketing automation mastery (with HubSpot workflows)HubSpot Training Day
Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.
Watch on-demandHubSpot training and implementation
Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.
Learn moreWebsite Optimization Summit 2021
March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.
Learn more and registerWebsite design and strategy services
Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.
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As we’ve established throughout these playbooks, inbound is not a set of tactics -- it's a business philosophy that guides the sales and marketing approach of an organization through obsessive listening, teaching, and a desire to solve the problems of the marketplace.
For this philosophy to work, a few things have to happen:
Even if you are able to accomplish those things, it’s critical that a business can answer the following question:
"But did our content make us any money?"
If your organization is going to spend the time, resources, and money needed to make inbound and creating content work, there absolutely should be an ongoing understanding of the company’s return on investment (ROI).
For example, we've invested a lot of time and resources into our pillar content strategy at IMPACT. But without a tool like HubSpot, we would have never known that strategy generated more than $195,000 in revenue in a six-month period, in addition to helping us grow our organic traffic.
Marcus Sheridan also would have never discovered The Big 5 content topics -- which have generated millions of dollars in revenue for businesses around the world -- without HubSpot, which gave him the ability to see which of River Pools articles were the highest performing.
You see, the fact is, as businesses, we must make money.
And then we must turn a profit.
All this inbound stuff is nice, but without it helping you to seriously generate more revenue for your company, it’s not worth the price tag on the cover.
It is for this reason that, with digital sales and marketing, tools do matter -- a lot.
In this playbook, you will learn how to get started with HubSpot, and how to maximize your investment in marketing and sales technology, so you can start measuring the return on your own investment with inbound.
At a minimum, you will need the HubSpot Marketing Hub, but we also recommend the HubSpot Sales Hub and CRM. Without the HubSpot CRM, you will not have access to native reporting on exactly how much revenue your content is generating.
After you sign-up for HubSpot, complete the following steps:
Marketing Pro and Enterprise users also have access to "smart" content (which will change what a person sees, depending on who they are, activity, location, and other variables), A/B testing for emails and pages, attribution reports, and custom reports. Enterprise users also have exclusive access to predictive lead scoring and event creation.
To learn more about HubSpot Marketing Hub -- what's included, how to get started, competitor comparisons, and more -- read our Ultimate Guide to HubSpot Marketing for Businesses. You can also learn more about our HubSpot training, setup, and support services for businesses who want to see big results.
By using HubSpot for marketing and sales, you will be able to extract actionable intelligence and data across every activity of your marketing and sales teams, giving you a full picture of how successful your inbound efforts are.
For every blog article, landing page, and email, you will be track metrics in HubSpot including (but not limited to):
You will be able to track these metrics as an aggregated average for all-time performance or custom date ranges through your dashboards and HubSpot's analytics tools.
But when it comes to revenue, the HubSpot campaigns tool will be your greatest asset, since it is available to all tiers of HubSpot Marketing Hub accounts.
For every campaign you create, you'll get a running
Keep in mind, however, that you will not be able to retroactively track revenue. The campaigns tool will only track revenue from the date an asset was added to a campaign forward.
If you are a HubSpot Marketing Pro or Enterprise user, you can create what's called an attribution report, which will give you a customized report on how different types of content factored into the activities of your leads -- for example, you may find that a particular piece of content has a high percentage of leads attached to it who later on became customers.
Of course, without the HubSpot CRM -- or a robust integration between HubSpot and your CRM -- you will not be able to make this connection without manually checking if those leads later become customers.
Learn more about our HubSpot training, setup, and support services for businesses who want to see big results.
As we've referenced a few times throughout the two previous steps of this playbook, your ability to report on the financial ROI of your inbound efforts will dramatically improve if your sales team is also using HubSpot and the HubSpot CRM.
But beyond reporting capabilities, think of all the actionable, advanced lead intelligence your sales reps will have at their fingertips if -- in three clicks or less -- they can see all of the website and landing pages a potential buyer has viewed, as well as the blog articles they've read and the content offers they've downloaded?
Immediately, they'll have a deep understanding of a potential buyer's needs and where they are in the buying process, all just by knowing their activity and behavior, thus doing away with the old "blind" conversations many of them may be used to.
With that in mind, we recommend:
Learn more about how we can help your sales team get started using HubSpot.