Fundamentals of Social Media Marketing

  
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Creating pillar content your buyers and search engines will love
Level: Intermediate Updated: Sep 15, 2021
So you hired a content manager, and you’re churning out high-quality, long-form articles on the reg, but still not seeing that killer organic traffic you need. With one of the only constants in life being Google’s algorithm updates, this is an all too common challenge

As much as it pains us, the way we marketers used to “do SEO” no longer cuts it. How search engines map our content today is very different (and much more human) than it was when we all first started creating content marketing strategies or our companies and we need to cater to this. Enter topic clusters and pillar pages.

Organizing your content in a topic cluster and pillar page model will help:
  • Your website be more organized, structured, and easier for users to navigate
  • You spot new content priorities, opportunities, and gaps with ease
  • Search engines like Google map your content more efficiently
  • 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 these questions (and much more) in this IMPACT+ Pro course with the mind behind IMPACT’s traffic and lead-generating pillar strategy, Liz Moorehead. 

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.

So you hired a content manager, and you’re churning out high-quality, long-form articles on the reg, but still not seeing that killer organic traffic you need. With one of the only constants in life being Google’s algorithm updates, this is an all too common challenge

As much as it pains us, the way we marketers used to “do SEO” no longer cuts it. How search engines map our content today is very different (and much more human) than it was when we all first started creating content marketing strategies or our companies and we need to cater to this. Enter topic clusters and pillar pages.

Organizing your content in a topic cluster and pillar page model will help:
  • Your website be more organized, structured, and easier for users to navigate
  • You spot new content priorities, opportunities, and gaps with ease
  • Search engines like Google map your content more efficiently
  • 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 these questions (and much more) in this IMPACT+ Pro course with the mind behind IMPACT’s traffic and lead-generating pillar strategy, Liz Moorehead. 

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.

Liz Moorehead

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How to implement a live chat strategy
Level: Intermediate Updated: Sep 13, 2021
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:
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:

Jessica Palmeri

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Digital Communication Techniques for 1:1 Sales
Level: Intermediate Updated: Sep 9, 2021
Email marketing isn’t dead — it’s just much harder to make an impression these days,  especially if you’re trying to sell something! 

Are you looking to boost the open and response rates to your sales emails?

In this course, Myriah Anderson dives into the fundamentals of crafting engaging emails that we use to successfully help move prospects along in the buying journey more quickly and with more confidence.

You will learn:
  • How to write irresistible subject lines
  • How to craft engaging personalized, 1:1 email copy
  • How to use your email signature as a sales tool
  • What content to include in every sales email
  • How to move recipients to action in your email

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. 
Email marketing isn’t dead — it’s just much harder to make an impression these days,  especially if you’re trying to sell something! 

Are you looking to boost the open and response rates to your sales emails?

In this course, Myriah Anderson dives into the fundamentals of crafting engaging emails that we use to successfully help move prospects along in the buying journey more quickly and with more confidence.

You will learn:
  • How to write irresistible subject lines
  • How to craft engaging personalized, 1:1 email copy
  • How to use your email signature as a sales tool
  • What content to include in every sales email
  • How to move recipients to action in your email

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. 

Myriah Anderson

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HubSpotter's guide to cleaning up a messy HubSpot portal
Level: Intermediate Updated: Jul 28, 2021
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
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

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Website conversion copywriting secrets that get results (in under 30 minutes)
Level: Beginner Updated: Jul 30, 2021
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:
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:

Liz Moorehead

41m
FREE
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The revenue team approach to sales enablement content
Level: Intermediate Updated: Sep 9, 2021
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. Enter the revenue team and sales enablement content. 

As we’ve seen with businesses all over the world, when your marketing and sales teams join forces as a revenue team, you can start creating powerful content that actually helps close deals (also known as sales enablement content).

But 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 also makes you look like a total money-making hero at your company?

By the end of this course with Liz Moorehead, IMPACT's editor-in-chief, 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
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. Enter the revenue team and sales enablement content. 

As we’ve seen with businesses all over the world, when your marketing and sales teams join forces as a revenue team, you can start creating powerful content that actually helps close deals (also known as sales enablement content).

But 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 also makes you look like a total money-making hero at your company?

By the end of this course with Liz Moorehead, IMPACT's editor-in-chief, 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

Liz Moorehead

39m
PRO
Lesson
Essential business blog topics beyond The Big 5
Level: Intermediate Updated: Sep 8, 2021
Content marketing is not only about writing great blog articles, but also about making sure you're answering the questions your audience is asking. Producing blog articles are essential to building your authority in your industry, help people make purchasing decisions, and develop trust with you. 

How much do things cost?
What are some of the problems associated with your solutions?
Who are some of your competitors?

In this lesson, taught by Senior Trainer (and Lord of the Rings superfan) Kevin Phillips, you’ll:

  • Review The Big 5 you learned fromThey Ask, You Answer and gain greater insights into the types of questions all buyers ask
  • Taking a closer look at the buyer’s journey
  • Help leadership feel at ease knowing that you, the content manager, will be able to provide content long-term

After this lesson, you will be able to immediately brainstorm over 100 blog topics to add to your content calendar.
Content marketing is not only about writing great blog articles, but also about making sure you're answering the questions your audience is asking. Producing blog articles are essential to building your authority in your industry, help people make purchasing decisions, and develop trust with you. 

How much do things cost?
What are some of the problems associated with your solutions?
Who are some of your competitors?

In this lesson, taught by Senior Trainer (and Lord of the Rings superfan) Kevin Phillips, you’ll:

  • Review The Big 5 you learned fromThey Ask, You Answer and gain greater insights into the types of questions all buyers ask
  • Taking a closer look at the buyer’s journey
  • Help leadership feel at ease knowing that you, the content manager, will be able to provide content long-term

After this lesson, you will be able to immediately brainstorm over 100 blog topics to add to your content calendar.

Kevin Phillips

1h 03m
FREE
Course
Vidyard 101: Tool basics, tips, and tricks
Level: Beginner Updated: Sep 3, 2021
At IMPACT Plus, we help you drive more sales from your inbound marketing by teaching you to execute a powerful framework, They Ask, You Answer. 
But, why is video so important for sales and marketing? It’s simple. Using video for sales can help you break through inboxes and can earn 3x more responses. It allows sellers to build relationships at a distance, explain topics simply, and help accelerate deal cycles. Some companies who have used Vidyard have even cut their deal cycles in half with video! 


Video is an incredibly powerful medium that makes it easier than ever to evoke emotion and forge human connections at scale. For organizations that sell primarily to other businesses, B2B video marketing has emerged as an incredibly effective tactic for reaching, educating, and nurturing potential customers. Use video to get more views on content, more attendees at webinars and virtual events, and to move accounts forward in the sales cycle. 

How to Use Marketing for Video:
  • Drive registration and attendance at webinars and virtual events with promo videos
  • Get more people to view content with a promo video
  • Show the value of your product to help close deals and encourage adoption
  • Create personalized videos for ABM
  • Increase open and CTR for emails by using video


You can benefit from using Vidyard with HubSpot to help supercharge your video for marketing and sales efforts. With the Vidyard for HubSpot integration, you can unlock capabilities to visibly showcase how video is helping move the business needle and drive key results; in HubSpot’s case, Vidyard helped their sales team achieve 4x booked meetings, 77% click-through rate on video, and a 94% retention rate for their top sales rep. Whether it’s through list building and segmentation, or workflow creation and lead scoring, Vidyard will showcase a broad view of data that’s necessary for you to see if your video efforts are valuable right inside of the HubSpot platform.


In this course, you will learn:
  • How to get started with your Vidyard account
  • Using Vidyard with Sales and what best practices you need to know
  • How to use Vidyard to supercharge your most important sales and marketing videos (The Selling 7)
  • Building client relationships
  • Setting up your branded Vidyard page
  • How to empower your sales team with the sales enablement videos they need with Vidyard
  • Understanding the power you have in using Vidyard with your marketing
  • How you can leverage Vidyard for your educational content videos
  • How to optimize the execution of your content strategy, start to finish, with Vidyard
  • The benefits from using Vidyard with HubSpot to help supercharge your marketing and sales efforts with video.
  • Other best practices, client stories, and words for the Vidyard and IMPACT Plus team!


Additional Resources: 

IM+ courses mentioned:
At IMPACT Plus, we help you drive more sales from your inbound marketing by teaching you to execute a powerful framework, They Ask, You Answer. 
But, why is video so important for sales and marketing? It’s simple. Using video for sales can help you break through inboxes and can earn 3x more responses. It allows sellers to build relationships at a distance, explain topics simply, and help accelerate deal cycles. Some companies who have used Vidyard have even cut their deal cycles in half with video! 


Video is an incredibly powerful medium that makes it easier than ever to evoke emotion and forge human connections at scale. For organizations that sell primarily to other businesses, B2B video marketing has emerged as an incredibly effective tactic for reaching, educating, and nurturing potential customers. Use video to get more views on content, more attendees at webinars and virtual events, and to move accounts forward in the sales cycle. 

How to Use Marketing for Video:
  • Drive registration and attendance at webinars and virtual events with promo videos
  • Get more people to view content with a promo video
  • Show the value of your product to help close deals and encourage adoption
  • Create personalized videos for ABM
  • Increase open and CTR for emails by using video


You can benefit from using Vidyard with HubSpot to help supercharge your video for marketing and sales efforts. With the Vidyard for HubSpot integration, you can unlock capabilities to visibly showcase how video is helping move the business needle and drive key results; in HubSpot’s case, Vidyard helped their sales team achieve 4x booked meetings, 77% click-through rate on video, and a 94% retention rate for their top sales rep. Whether it’s through list building and segmentation, or workflow creation and lead scoring, Vidyard will showcase a broad view of data that’s necessary for you to see if your video efforts are valuable right inside of the HubSpot platform.


In this course, you will learn:
  • How to get started with your Vidyard account
  • Using Vidyard with Sales and what best practices you need to know
  • How to use Vidyard to supercharge your most important sales and marketing videos (The Selling 7)
  • Building client relationships
  • Setting up your branded Vidyard page
  • How to empower your sales team with the sales enablement videos they need with Vidyard
  • Understanding the power you have in using Vidyard with your marketing
  • How you can leverage Vidyard for your educational content videos
  • How to optimize the execution of your content strategy, start to finish, with Vidyard
  • The benefits from using Vidyard with HubSpot to help supercharge your marketing and sales efforts with video.
  • Other best practices, client stories, and words for the Vidyard and IMPACT Plus team!


Additional Resources: 

IM+ courses mentioned:

Renee Hernandez

1h 11m
PRO
Course
Fundamentals of virtual selling
Level: Beginner Updated: Sep 17, 2021
When done correctly, virtual selling can shorten your sales cycle and provide additional opportunities for your business to connect with potential customers, especially in a COVID-19 world where face-to-face interactions can be difficult to come by.

Video enables you to hear someone’s voice, see their face, and build the more human, trusting connection needed to help your customers feel comfortable buying from you. 

But how do you sell in a video-first, virtual workplace? In this essential course for any modern sales team, Myriah Anderson explains how to use video in every stage of the sales process to improve engagement and increase revenue. 

By the end, you will know: 
  • How to use video through different stages of the sales process
  • How to be successful with virtual selling 
  • How to measure your success with virtual selling 

This course is a must for anyone in sales looking to navigate the socially distant waters of COVID-19 or simply improve and scale their current sales efforts using video. 
When done correctly, virtual selling can shorten your sales cycle and provide additional opportunities for your business to connect with potential customers, especially in a COVID-19 world where face-to-face interactions can be difficult to come by.

Video enables you to hear someone’s voice, see their face, and build the more human, trusting connection needed to help your customers feel comfortable buying from you. 

But how do you sell in a video-first, virtual workplace? In this essential course for any modern sales team, Myriah Anderson explains how to use video in every stage of the sales process to improve engagement and increase revenue. 

By the end, you will know: 
  • How to use video through different stages of the sales process
  • How to be successful with virtual selling 
  • How to measure your success with virtual selling 

This course is a must for anyone in sales looking to navigate the socially distant waters of COVID-19 or simply improve and scale their current sales efforts using video. 

Marcus Sheridan

22m
FREE
Lesson
Content and cookies: Easy content ROI reporting in HubSpot (without revenue attribution)
Level: Intermediate Updated: Jul 2, 2021
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
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

Carina Duffy

59m
PRO
Course
How to Optimize a Blog Post for SEO
Level: Advanced Updated: Sep 13, 2021
You can’t just create blog articles and not do any SEO to target your audience. As a content manager, you feel lost, confused, and you might be thinking…

“I’m not an SEO person. How am I supposed to learn everything I need to optimize my content?”

“How do my articles get found by the right people?”

You ARE the right person. You CAN get your content to perform better by doing proven SEO steps to increase the quantity and quality of your traffic. 

By the end of this course, you will have a step-by-step guide to fully understanding and executing what it takes for written content to be found by the right audience, including:

  • Knowing the right keywords to target
  • Structuring and writing copy to make both humans and robots (search engines) happy
  • Creating URLs, tags, and other mildly technical stuff content folks never thought they’d have to touch
  • Using SEO to beat the competition


This course is essential for content managers and digital marketers who publishing content and wants their content seen by search engines. It’s time to rank higher to reach your audience!

Resources:
Related: Is keyword research dead?
You can’t just create blog articles and not do any SEO to target your audience. As a content manager, you feel lost, confused, and you might be thinking…

“I’m not an SEO person. How am I supposed to learn everything I need to optimize my content?”

“How do my articles get found by the right people?”

You ARE the right person. You CAN get your content to perform better by doing proven SEO steps to increase the quantity and quality of your traffic. 

By the end of this course, you will have a step-by-step guide to fully understanding and executing what it takes for written content to be found by the right audience, including:

  • Knowing the right keywords to target
  • Structuring and writing copy to make both humans and robots (search engines) happy
  • Creating URLs, tags, and other mildly technical stuff content folks never thought they’d have to touch
  • Using SEO to beat the competition


This course is essential for content managers and digital marketers who publishing content and wants their content seen by search engines. It’s time to rank higher to reach your audience!

Resources:
Related: Is keyword research dead?

Jennifer Barrell

1h 03m
FREE
Course
How to hire a content manager
Level: Intermediate Updated: Sep 9, 2021
It’s not enough to simply say you’re doing content marketing. You need to commit to it. That means hiring a comma-wrangling storytelling boss of a content manager to own your content creation effort and make sure it not only gets done, but that it accomplishes your goals. 

In just one hour, Liz Moorehead, IMPACT's editor-in-chief, shares everything you need to know to find the powerhouse content manager who will truly own your strategy, tell your story, and start driving the traffic, leads, and sales results you’re looking for. You’ll learn the same expertise and proven playbook we’ve helped all of our clients implement to successfully find their dream content managers  — and Liz will make you laugh out loud while doing it.

This course teaches you:

  • What should be in your content manager job description
  • How to screen applicants so you only spend time with the best fits 
  • The questions you should ask in an interview and what to look for in answers
  • How to run a situational activity in the hiring process that shows which candidates can "walk the walk" and "talk the talk"
  • How to set your new content manager up for success before they walk in the door
It’s not enough to simply say you’re doing content marketing. You need to commit to it. That means hiring a comma-wrangling storytelling boss of a content manager to own your content creation effort and make sure it not only gets done, but that it accomplishes your goals. 

In just one hour, Liz Moorehead, IMPACT's editor-in-chief, shares everything you need to know to find the powerhouse content manager who will truly own your strategy, tell your story, and start driving the traffic, leads, and sales results you’re looking for. You’ll learn the same expertise and proven playbook we’ve helped all of our clients implement to successfully find their dream content managers  — and Liz will make you laugh out loud while doing it.

This course teaches you:

  • What should be in your content manager job description
  • How to screen applicants so you only spend time with the best fits 
  • The questions you should ask in an interview and what to look for in answers
  • How to run a situational activity in the hiring process that shows which candidates can "walk the walk" and "talk the talk"
  • How to set your new content manager up for success before they walk in the door

Liz Moorehead

27m
FREE
Course
Assignment prospecting
Level: Intermediate Updated: Aug 16, 2021
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.
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.

Chris Duprey

24m
FREE
Lesson
How to use HubSpot Sales Hub to make assignment selling a breeze
Level: Intermediate Updated: Aug 18, 2021
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.
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.

Carina Duffy

1h 20m
FREE
Course
Inbounder’s Guide to Email Marketing
Level: Beginner Updated: Jul 20, 2021
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.
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.

Kevin Phillips

25m
FREE
Lesson
How to do HubSpot lead nurturing (that isn't terrible)
Level: Beginner Updated: Aug 17, 2021
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.
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.

Carina Duffy

16m
FREE
Lesson
HubSpot Campaigns and Campaign Analytics
Level: Beginner Updated: Aug 17, 2021
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
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

Carina Duffy

1h 06m
FREE
Course
Marketing Automation Mastery (with HubSpot Workflows)
Level: Beginner Updated: Jul 20, 2021
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.
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.

Carina Duffy

1h 52m
PRO
Course
Creating memorable, money-making content for beginners
Level: Intermediate Updated: Sep 9, 2021
You know you need to create persuasive, engaging, powerful content your audiences will adore, but frankly, for many, that process — well, sucks. It’s painful trying to get information out of your team, and it takes time to write, edit, and publish. On top of that, so much of the content doesn’t show any return in traffic, leads, or sales. 

What’s a marketer to do to make creating memorable, money-making content easier?

Believe it or not, creating great content can be broken down into surprisingly easy (and repeatable) writing formulas, techniques, and processes that anyone can put into action — and that’s what this lesson is focused on. 

By the end of it, IMPACT’s Liz Moorehead will help you master:

  • The simple processes you need to produce the highest quality content possible every single time. 
  • How to make sure you’re answering your ideal buyer’s questions through your content.
  • How to craft insanely memorable blog introductions that hook your audience.
  • How to craft conclusions that excite your ideal buyers and make them ready to take immediate action. 
  • Why adding personality into your content is mission-critical to your success as a content creator today.
  • The dos and don'ts of adding personality to content.
  • The best tools to help you optimize your content and production.
You know you need to create persuasive, engaging, powerful content your audiences will adore, but frankly, for many, that process — well, sucks. It’s painful trying to get information out of your team, and it takes time to write, edit, and publish. On top of that, so much of the content doesn’t show any return in traffic, leads, or sales. 

What’s a marketer to do to make creating memorable, money-making content easier?

Believe it or not, creating great content can be broken down into surprisingly easy (and repeatable) writing formulas, techniques, and processes that anyone can put into action — and that’s what this lesson is focused on. 

By the end of it, IMPACT’s Liz Moorehead will help you master:

  • The simple processes you need to produce the highest quality content possible every single time. 
  • How to make sure you’re answering your ideal buyer’s questions through your content.
  • How to craft insanely memorable blog introductions that hook your audience.
  • How to craft conclusions that excite your ideal buyers and make them ready to take immediate action. 
  • Why adding personality into your content is mission-critical to your success as a content creator today.
  • The dos and don'ts of adding personality to content.
  • The best tools to help you optimize your content and production.

Liz Moorehead

45m
PRO
Course
Fundamentals of ROI Reporting in HubSpot
Level: Intermediate Updated: Sep 9, 2021
You’re publishing great content and beautiful videos. People can’t say enough good things about the work you’re doing. That’s awesome — but is any of it actually working? Inbound marketing isn’t easy. To make it worth the time and effort, especially to skeptical decision-makers, it needs to show return. IMPACT’s Carina Duffy is here to show you the way!

In this course, IMPACT’s resident HubSpot nerd dives into how your organization can use HubSpot to prove the ROI of its inbound marketing efforts. By the end, you will fully understand:

  • The different ways to define return on investment (ROI) at your organization
  • The tools HubSpot has to track your ROI (even if you’re not using HubSpot Sales) and how to use them
  • How to manage your data properly in HubSpot
  • How to create effective ROI reports in HubSpot

Chock-full of insights we’ve previously only shared with our clients, this course is a great fit for any marketing and sales professionals looking to show the fruits of their labor to their decision makers and organization in a reliable, easy-to-understand way. 

You’re publishing great content and beautiful videos. People can’t say enough good things about the work you’re doing. That’s awesome — but is any of it actually working? Inbound marketing isn’t easy. To make it worth the time and effort, especially to skeptical decision-makers, it needs to show return. IMPACT’s Carina Duffy is here to show you the way!

In this course, IMPACT’s resident HubSpot nerd dives into how your organization can use HubSpot to prove the ROI of its inbound marketing efforts. By the end, you will fully understand:

  • The different ways to define return on investment (ROI) at your organization
  • The tools HubSpot has to track your ROI (even if you’re not using HubSpot Sales) and how to use them
  • How to manage your data properly in HubSpot
  • How to create effective ROI reports in HubSpot

Chock-full of insights we’ve previously only shared with our clients, this course is a great fit for any marketing and sales professionals looking to show the fruits of their labor to their decision makers and organization in a reliable, easy-to-understand way. 

Carina Duffy

29m
FREE
Lesson
Lead Scoring in HubSpot
Level: Intermediate Updated: Jul 2, 2021
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.
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.

Carina Duffy

15m
FREE
Lesson
How to track digital sales and marketing mastery metrics with a HubSpot dashboard
Level: Intermediate Updated: Jul 2, 2021
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.
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.

Carina Duffy

1h 33m
PRO
Course
4 content guides to convert leads, close deals, and delight customers
Level: Intermediate Updated: Jul 28, 2021
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.
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.

Kevin Phillips