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What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
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IMPACT+

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Free tools, education and community you need to master They Ask, You Answer

Whether you’re new to They Ask, You Answer or a seasoned professional, IMPACT+ has everything you need to drive more sales from your inbound marketing.

Get started with the free version or unlock everything with IMPACT+ Pro.

Not familiar with They Ask, You Answer? Start here.

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Proven framework for inbound marketing success
Proven framework for inbound marketing success
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Expert advice and guidance on They Ask, You Answer

Take the They Ask, You Answer philosophy
 and make it actionable with IMPACT+

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The wrong marketing strategy is an
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You deserve to know your inbound marketing will actually drive sales.

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30+ courses to help you and your company
thrive with They Ask, You Answer

Instantly access foundational courses for free led by They Ask, You Answer experts with
dozens more inside of IMPACT+ Pro. New courses added monthly, so you can stay on the
leading edge of driving sales with inbound marketing, including:
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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.

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

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.

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!

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.

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

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.

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.

Unlock everything we have to offer with IMPACT+ Pro

Upgrade to IMPACT+ Pro instantly access all courses and lessons, including:

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 ...

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 ...

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 ...

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 ...

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 ...

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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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

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.

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.

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.

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.

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.
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Instead of searching ALL over the internet for help, you can go to just one place and get the experienced, trusted advice you need for the best marketing and sales information.

- Chazz Hirschfeld | Marketing Director, American Risk Managers

Live virtual events, 250+ keynotes and sessions,
and exclusive in-person event access.

Instantly access keynotes and sessions from past events, one-click register for upcoming
virtual events, and get exclusive access to in-person events every year, including:
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Get inspired by some of the brightest minds in
sales and marketing. No plane ticket required.

Jump into hours of event recordings from speakers like Marcus Sheridan, David Meerman Scott,
Liz Moorehead, Ryan Deiss, Brian Halligan, Mari Smith, Zach Basner, Ann Handley and more.
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The Visual Sale

More than ever before, consumers are demanding more video. Reading about a product, service, or company is no longer enough. Today, buyers want to see it and most organizations have struggled to show it. In fact, many have no idea as to how or where to get started.

Enter: The Visual Sale.

This session based on the book, will show you, in simple, clear, and actionable terms, exactly how you can build a culture of video and start "showing it" moving forward, ultimately leading to a dramatic improvement to your sales numbers, marketing strategy, and overall customer experience.

Join authors of The Visual Sale, award winning marketer and author Marcus Sheridan and marketing leader and video strategist Tyler Lessard, to learn practical advice and step by step instructions to selling over video - no matter how much you hate watching yourself on the screen (we promise) and how to integrate video into your content strategy.

How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs

Day in and day out, you're busting your little booty to get revenue-generating content produced and published. As the days, weeks, and months roll by, you see the numbers tick up. You see how content is being used throughout the sales process to close deals. But you still struggle to get the rest of your company to see those wins and be excited about content. If this sounds familiar, this session is for you. In this tactics-packed session from IMPACT Editorial Director Liz Moorehead, you'll get a behind-the-scenes look at her favorite hacks, tips, and tricks for using HubSpot Marketing and Sales Hubs to measure content marketing ROI. You'll also learn her time-tested processes for reporting on those wins so that everyone in your company — including sales — catches the vision of how content makes money for your company.



HubSpot On a Budget: Getting Started with HubSpot Starter Hubs

Even on a smaller budget, HubSpot can be a great tool for your business. This session will cover how you can implement the HubSpot Starter Hubs to get your business moving in the right direction.



The Monthly Activity Your Business Can't Afford to Go Without

After 29 years of working intimately with CEO Peer Groups (also known as Forums), Mo Fathelbab has learned and taught the power of empathy and vulnerability to accelerate relationship building. In 2019 he was approached by Google to create an internal peer group process as part of their Diversity, Equity and Inclusivity initiative. His work with Google has been transformative for the members of those peer groups and for Mo himself. Mo will share his journey, his epiphany and how to employ Corporate Diversity Forums as a leadership and development tool while providing meaningful cross-race relationships.

The Formula to Great Marketing and Sales Videos​

Why is it some companies are radically successful with video, while others aren’t? More often than not, it’s not because of poor quality content, but lackluster delivery -- but don’t be intimidated. In this session, we’ll share a simple, but essential video marketing formula that will grab your viewer, keep them watching, and most importantly, convert views into leads.
Presented by: Zach Basner​

How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera

One year ago, Liz was someone who viewed being asked to film as a form of severe punishment. She preferred to be considered a writer first, felt awkward on camera, and often joked she had “a face for radio.”

Flash forward to today, Liz now leads IMPACT’s video program, which includes filming up to three videos every single week for use on our website, on YouTube, and in the sales process. Not only do these videos get big results, she loves filming now. So, what changed?

In this brutally honest, secret sauce-filled talk, learn the real story of how Liz overcame her crippling fear of being on camera, her favorite battle-tested techniques for creating super engaging educational videos, and her behind-the-scenes strategies for being more confident AND likable on camera.

The Future of Marketing is Conversational​

David talks about the future of digital sales and marketing and how conversational marketing will play a major part of that in the future.
Presented by: David Cancel​

A New Way to Compete & Win​

HubSpot's CEO Brian Halligan dives into his theory of "experience disruption" and how even smaller companies can achieve it.
Presented by: Brian Halligan​

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