Digital Sales & Marketing
Digital Sales & Marketing
Close

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 coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

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

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free 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 nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

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

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

How a Lifting & Rigging Company Became the Ultimate Example of Inbound Success & Culture

Client Growth
Inbound Marketing Video Success Studies
Inbound Case Study Featured Image
Inbound Success Case Study

$20M

increase in revenue
In the first 18 months, from organic sources

20,000

Website Visitors Per Month
A 256% increase in less than a year

Mazzella's Journey

Mazzella Companies reached out to IMPACT in May 2017 with one goal in mind -- in their words, “to be the best teachers in the world when it comes to all things lifting and rigging.” This came on the heels of Mazzella CEO Tony Mazzella hearing IMPACT partner Marcus Sheridan speak at a conference about IMPACT’s core philosophy of They Ask, You Answer.

Not the kind of guy to “dabble” in anything, Tony took immediate steps to build his new marketing team and invest his time and commitment into content marketing.

“I felt a lot of excitement talking with Marcus and decided to initiate They Ask, You Answer right away,” Tony said. “(As recommended), we hired a content manager and videographer within a few weeks and started training with IMPACT in June 2017." 

A Company with a Mission ⛰️

Mazzella Companies is one of the largest independently-owned companies in the overhead lifting and rigging space, employing more than 750 people in 30 locations spanning North America. Beneath the Mazzella umbrella are several lifting, rigging, and material-handling companies, as well as a few prominent businesses in the architectural metals market.

With the guidance of IMPACT’s consultants, Mazzella set out to create and leverage content in their digital sales and marketing processes as a means to fulfill their mission:

“Our company mission is to instill confidence and comfort in every customer interaction. Part of that is being a company that can educate, is transparent, and one people can trust.”

Mazzella’s content team and IMPACT agreed that the best way to attain their goals was to begin with a “101 approach” to addressing the most pressing lifting and rigging topics and questions their potential buyers would have, at a pace of publishing two new articles and one new video every single week.

It didn’t take long for them to start seeing the results they were looking for.

Leaps in Traffic & Leads 

When Mazzella first began publishing content, their website was getting around 5,500 visits per month, converting an average of 50 leads, and was ranking for 2,683 keywords with 174 of those keywords ranking on the first page.

They now report more than 20,000 visits per month, generate more than 240 leads, and rank for 7,659 keywords -- with 1,245 found on the first page of search engines.

Mazzella saw the value in They Ask, You Answer early on when their content began appearing on the first page of search results for some of their industry’s most coveted keywords.

Recognizing the value of their new partnership with IMPACT, they decided to rinse and repeat their successes by hiring another content manager and videographer to head up their architectural metals division and begin producing content for Sheffield Metals.

Sticking with IMPACT’s consultant team, they began answering consumers’ questions about metal roofing and siding products through written and visual content in October 2017.

Could lightning possibly strike twice? Absolutely.

Sheffield Metals Increased Revenue by $20 Million

Since implementing their new content-focused approached, the Sheffield Metals team saw their organic traffic increase from 1,100 visits per month to nearly 20,000 visitors per month. New monthly contacts went from just six to more than 170. And their keywords increased from a total of 718 with 39 on the first page to 7,255 with 662 on the first page.

While their keywords, traffic, and leads numbers are nothing to scoff at, in the end, true success really boils down to the bottom line -- were they making money as a result of their investment in content creation?

Client Testimonial
In the 18 months since starting (our new approach), our sales revenues are up almost $20 million.

Adam Mazzella VP of Sales, Sheffield Metals

So, to what do both Mazzella Companies and Sheffield Metals attribute their success? And why would a company with an internal marketing team hire an agency for content consulting?

“While we are marketers, we’re not experts at marketing,” explained Julianne Calapa, “We don’t always know what’s new in the digital marketing space. We specialize in metal. Having IMPACT coaching keeps us up to date on the latest best practices for all things inbound marketing and content marketing. We take the training and apply them to how it works for our own business.”

Mazzella Analytics

Has been working with IMPACT since May 2017

Mazzella Top Blog Articles

Mazzella%20Top%20Blog%20Articles

Mazzella 1st Page Keywords

Mazzella 1st page keywords

Mazzella Top 100 Keywords

Mazzella Top 100 Keywords

Sheffield Metals Analytics

Sheffield Metals Top 10 Blog Articles

Sheffield Articles

Sheffield Metals Total Keywords (718 to 7255)

Sheffield Metals total keywords

Sheffield Metals First Page Keywords (39 to 662)

Sheffield Metals first page keywords

Ready to achieve similar results to Mazzella? Let's Talk!

Get in Touch