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The Latest Digital Marketing News by IMPACT
January 7, 2020

What you need to know about California's new privacy law, the ideal website redesign process, and marketing vs. advertising in 2020 ...this is THE LATEST!

🔥 Hot off the presses

💪 Start off 2020 on the right foot! Join IMPACT Director of HubSpot Training on January 14 at 2 p.m. Eastern for a live webinar on how to clean up your HubSpot portal for the new year, as well as her top strategies for improving how you use the platform. Learn more and register today.

With California's new privacy law — the California Privacy Protection Act (CCPA) — having gone into effect at the start of this year, I've been thinking a lot about my own personal relationship with the various Skynet-esque robots in my life.

The Google Home devices in my office, bedroom, and kitchen that I shout at for the time, the weather, and to play my most recent favorite Spotify playlist. The Google search engine that empowers me to pass myself as someone qualified to be a content director at an award-winning digital sales and marketing company. 

And so on. 

On one hand, I get a little creeped out by the amount of data companies like Google and Facebook have on me — personal preferences, who I'm "stalking" late at night while scrolling through my phone in bed, preferred brands, health concerns, relationship status, and political beliefs.

On the other hand, I straight up lose my mind when I go to a website and it's like they've forgotten who I am. Instead of being served up a hyper-personalized experience, I'm treated like a stranger.

"What do you mean, you don't remember I've already downloaded this piece of content?" 

"Uh, why don't I have the ability to submit the same order again for Taco Bell through Door Dash just like I did last Wednesday at 10 p.m.?"

I wish I could say that last one isn't an E! True Hollywood Story experience from my own life, but here we are. Look, cooking for one is hard, OK? Don't judge me. 

taco-time

Get on my level, y'all.

Taco convenience aside, this mental push-and-pull dynamic is something I struggle with a lot when it comes to data privacy. 

I want the personalized experiences that only can occur when I allow a company to know who I am, what I want, what actions I'm taking, etc. At the same time, I don't want these companies to become the tech equivalent of a "frenemy" you keep very close to you because they know so much dirt on you that your life would literally be turned upside down if you cross them.

I have no good answers to this as a consumer or a marketer. But I share this in the hopes that we can all agree there is a lot more gray area in this issue than there are stark contrasts of black and white. 

And now, here's THE LATEST... 

👉 "What do we need to know about California's new privacy law that just went into effect?" (2-minute read)

Oh, look, y'all! It's a new privacy law taking effect! This time, it's in California with the California Consumer Privacy Act (CCPA). But what is the CCPA? Who is affected in and outside of California by this new legislation? What do you need to do if you're one of those impacted by the CCPA? And, whether you're impacted by the CCPA or not, what does this law tell us about the future of data privacy? Well, good news. In this article from IMPACT VP of Marketing Vin Gaeta, you'll learn absolutely everything you need to know about the CCPA and how it will impact your business (and your marketing) going forward.

💬 You asked, we answered

👉 "Hold on, what should a website redesign project process actually look like?" (12-minute read)

Want to hear something wild? Many, many moons ago, we didn't have a standardized "one-size-fits-all" process for redesigning websites. Not because we were lazy. Instead, we went a fully-customized, hands-on approach for each project... which, of course, was not sustainable. But after working on thousands of websites for clients, we've learned first-hand what works, what doesn't, and what needs to be in place for a website redesign project. In this article from IMPACT Website Strategy Director Stacy Willis, get the a comprehensive overview of what a website redesign process should really look like — a must-read for any company before they even think of touching their website.

💬 You asked, we answered

⏰ You don't just need a new website right now; you need a new website strategy that's guaranteed to deliver results (learn more)

Don’t settle for a website redesign that’s simply a “prettier” version of your existing site. Instead, invest in a website that will generate leads and drive the sales your business needs with the IMPACT Website Blueprint.

An IMPACT Website Blueprint is the strategy behind your website. Our strategic website experts will work closely with your in-house team during hands-on brainstorming sessions to develop your Website Blueprint over the course of three weeks. It’s an intense, data-driven process, but the results are priceless.

👉 "What's the difference between marketing and advertising in 2020, and is there still room for both?" (5-minute read)

This is one of those articles that makes me proud to be the content director at IMPACT. On its face, comparing and contrasting the concepts of marketing and advertising in the current digital landscape sounds like a simple, ho-hum topic. But in the hands of IMPACT Editorial Content Manager John Becker, this article is anything but. I highly encourage you to take five minutes to read this incisive, incredibly well-researched piece about what the real differences between marketing and advertising are, and how they play together in today's digital sales and marketing reality — you won't regret it.

💬 You asked, we answered

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☝️ One last thing

Don't forget, we've got a BIG announcement coming up! Reply to this email with your guesses. Also, super early-bird pricing for DSMW expires at the end of this month

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See you later, alligator! 🐊