Dale Pease

Joined October 2020


Utilizing twenty-five years in the marketing and design industry, Dale helps franchisees deliver a consistent message to their customers across the U.S. He works with owners on business development and efficiency, marketing strategies, advertising campaign development, and systems to better track ROI and customer satisfaction.
We had a fantastic discussion around this topic of "staying on the path" in our Executives mastermind group this week and I want to open that discussion to the larger leadership community.

Some thoughts we shared around sticking to the fundamentals: It starts with the leaders of your organization to live and breathe these principles The team will linger to their old ways if the habits are not regularly reinforced and recognized AND when challenges arise in their roles Building a strong foundation for content creation and consumption through your website, CRM, and staff is crucial Always celebrate the wins and lessons learned, big or small Content managers and videographers deserve to have a seat at the table and should be integrated into... See More
Dale Pease
Somebody brilliant (Jennifer Hoynes?) on the call yesterday said something to the effect of: "Without using a CRM to track the customer's journey through the sales process to show the return on the investment (in time/effort) the concept can't be sold to others in the organization." I think they were talking about this in relation to just getting started using Salesforce. 

This is a long-winded introduction to the question, how much of this tracking can be done using tools like Hubspot, vs a specific CRM (like Salesforce?) I guess I'm asking, where is the line? We have a tool our franchisees use to do their estimating, and scheduling of jobs, but it is a pretty lousy CRM. It doesn't have much in the way of tracking tools, to show the customer journey. I've been thinking at some point we may want to make the jump to Hubspot (in conjunction with our current CRM) and I thought it would be enough to get us the data we needed. But the statement yesterday got me second-guessing myself.
We all love HubSpot, but I'm interested in hearing what other platforms or tools people have used to measure the ROI of their content? Anyone out there use Parsely? Tableau? Momently? Cyfe? Anything else?

What else is out there?

Leave a comment below about your experiences!

Connor DeLaney Ramona Sukhraj Nicole Cimo-Holmon Bri Stauffer Paul D. Grant Jeremy Sutton Mark Wilson Betsy Francoeur Katie Martens Mark Baratto

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Dale Pease
We use a hodgepodge of tools to track things here. Mostly related to ROI of specific marketing campaigns. AvidTrak for tracking phone numbers. Some custom scripts on our website for tracking where leads come from (built using a CMS called ConcreteCMS.) All dumping into our CRM: GPSInsight (formerly ServiceBridge.) Then pulled from there via APIConnector to GoogleSheets. Which is then pulled into KlipFolio for graphing. Phew! Hubspot would probably help us dramatically, but at this point, it's hard to get anyone too excited about spending the money.
We are looking to hire a company to help us develop our Standard Operating Procedures and Training Manuals. We'd love to have someone who has a good grasp on how to develop these procedures (being able to ask the right questions) and can help create written content, as well as video. We don't want this to just be busy-work but have a final product that can be used by both our existing franchises and new franchises, whenever they have a question about anything related to the operation of their business. Has anyone worked with companies that they would recommend? See More
I just wanted to highlight an article Marcus wrote for franchises. (I may be a little late. I've been on the road preaching TAYA to our franchise owners.... oh, and hiking in the Rocky Mountains.)

The digital marketing plan to franchise your business: They Ask, You Answer

This is a great introduction to TAYA for franchises, and I'm excited to share it with the team here. Thanks Marcus Sheridan for this fabulous tool. I'm slowly but surely winning the leadership over, and this may just be what I needed to get them to pull the trigger (meaning... spend some money on a content manager.)

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Hey Everyone,

Anyone have an email validator they like? Need to test about 1,300 emails.

Thank you! See More
Dale Pease
Third vote here. :-)
Tickets are now available for Digital Sales & Marketing World 2021!

Join us for the ultimate They Ask, You Answer experience LIVE in Hartford, CT on October 5-6.

With speakers including Marcus Sheridan , Donald Miller, Robbie Kellman Baxter, Donald Kelly, Tyler Lessard , Liz Moorehead , Zach Basner and more, it's going to be where all marketers, sales pros, and business leaders go to master inbound marketing with They Ask, You Answer.

Check out the agenda, meet the speakers, and purchase your tickets at www.digitalsalesandmarketingworld.com

Can't wait to see you there!

Want to check out the full reveal of our agenda and speakers with Marcus Sheridan and Bob Ruffolo ? Click here to see the full reveal See More
Dale Pease
I. Can't. WAIT!!
As I start to think about future budgets, and how the whole TAYA mindset might change them, I have come up with the question in my mind of how much will we still have to do/spend on "outbound" marketing, like PPC ads, TV, Direct Mail, etc... I understand it will vary by industry, but with us, I'm not sure I see the spend on "traditional" marketing going down much.

We sell a fairly unknown process (to level sunken concrete.) It is sometimes surprising to me how few people even know the technology exists. So, much of our marketing is trying to educate folks that there is an option rather than replacing their concrete (or just living with the trip-hazards.) We will get some inbound (meaning they'll find us) for folks that are searching for... See More
I've always used dark mode in all my apps, email, google sheets etc. and it has rarely been an issue (although, I do use outlook's switch to turn on light mode in emails often).

But, I know Google Chrome has been rolling out dark mode for their browser to users (my fiance had it before me so I thought it might be user testing) and now with my update this morning, all the websites I visit are in dark mode and I honestly prefer it this way.

So my questions are:

I'm curious to know how many people use dark mode on their computer. Most of my friends do so I assumed it was a pretty widely adopted thing...but I'm the only person on my team at work that uses it as far as I know.

Do you think this will affect website design? I looked around on our... See More
Dale Pease
Website design has always been about designing for a moving target. When I made the jump from print design to web, it took quite a while before I fully understood that I couldn't predict exactly how the page would look on a person's screen (back then at least I only had to deal with computer monitors.) Now, we have to design for phones, tablets, and monitors. Dark mode is just another thing your designers and programmers need to keep in mind and test for.
Is the. greatest. thing. ever...

Thanks to this Hubspot report, I can show in exact dollar amounts how much revenue my blog posts and landing pages have generated.

For example, this year so far, via three blog posts and a pillar page I made, I have generated $76,114 for my company.

Being able to show revenue like this makes showing our management team the value of TAYA and content creation so much easier and more rewarding.

I highly suggest setting this report up on Hubspot if you have it.

Please note, you need to have the enterprise level of the software to generate this report.


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Dale Pease
Is this an estimate based on a value you place on a visit to a blog post? Or is this actual dollars that you can tie to sales from customers whose first contact with your site was a blog post? (or something else?)
WOW! Talk about a shift in industries. I know with They Ask, You Answer in place we preach taking work in-house but it's fascinating how quickly things have shifted over the last calendar year or so.

A couple of quotes that stood out to me (and Liz Moorehead ) -

“‘Albeit a small dip from 23.7% in 2020 to 23% in 2021, this continual change indicates significant in-housing activity, as CMOs reimagine the capabilities that can be supported by their internal teams,’ added [Ewan McIntyre, co-chief of research and vice president analyst in the Gartner for Marketers practice].

“CMOs report that 29% of work previously carried out by agencies has moved in-house in just the last 12-months alone. The focus of in-housing is changing as well –... See More
Dale Pease
It's interesting to me that 50 years ago every company of a certain size had an in-house marketing team. Then they began outsourcing. In many ways outsourcing makes sense (only pay for what you need. Get experts with a great deal of experience. etc...) But, I think, what companies have started to discover is nobody will service them as well as in-house people will. Agencies have many clients, so they can't focus very well. It has turned into basically two different scenarios: 1. companies pay a retainer fee and constantly wonder if they are getting their money's worth, or 2. pay by the hour, then start to feel nickel and dimed. It gets tiring. So you end up jumping around between agencies.
Ever since the core web vitals Google ranking update was announced, I have been trying to get our website up to speed (pun intended). In the beginning, I did a lot of research, tried to find out if I could fix things myself, and then ultimately found that the outside website team we use would have to perform updates.

This website team has been working since March to try different fixes for our website to improve our LCP and CLS scores. They updated our Wordpress, they tested the sticky nav as a contributing factor, and we purchased a plug-in to optimize all 10,000 of our photos. Next, they tried the Cloudways Breeze caching plugin but it disabled all of our homepage videos so it had to be turned off.

After the updates, we still are not... See More
Dale Pease
I've been working on the speed of our site for quite a while as well. Both my developer, and the server admin have done quite a bit to speed things up, but we still get similar results as you do. (Better than before, but not there yet.) I am starting to think it might require more of a specialist who really knows the nitty-gritty of meeting Google's standards. My developer is great, but this isn't one of his strengths. I did spend some time a few weeks ago running Google's Speedtest against a bunch of website's home pages, and honestly, I couldn't find any that were better than what we are getting. So I think just about everyone isn't meeting Google's standards (Even Google's own corporate site.)
I'm someone who loves to read business, leadership, marketing, and overall Professional books 24/7 however I've been challenging myself to read other books recently to try to balance things out and not burn myself out on professional reads.

The two books that I've been really enjoying are Billy Martin: Baseball's Flawed Genius & The Bomber Mafia.

So I'm curious, what books have you been reading that are moreFunreads vs. Professional? How do you keep yourself balanced?

Allison Melnik , Chris Duprey , Chris Marr , Greg DeVore , Kaitlyn Pintarich , Tony Paille I know y'all are readers, share some titles! See More
Dale Pease
I like big books and I cannot lie. I'm reading the fourth book in Brandon Sanderson's Stormlight Archive, Rhythm of War.
I'm looking for a talented Content Manager to join my team! It's the perfect opportunity for someone who loves writing, editing, optimizing, and watching your content efforts drive sales. Check it out if you or someone you know may be interested

P.S. this job description will look VERY familiar to those who've watched the "How to hire a content manager" training ... thanks Liz Moorehead! See More
Dale Pease
As someone who will hopefully be hiring a Content Manager within the next year, I would love to hear about your journey in finding your perfect fit.
You have questions... lots of questions! And those questions deserve answers. We have a team here dedicated to helping you crush it and we are making ourselves even more accessible to this awesome community. Think of it this way: You Ask, We Answer sound familiar?

That's why I'm teaming up with Nick Bennett , John Becker and our network of coaches, trainers, and experts to answer your questions around digital sales and marketing!

So Connor, what questions should I ask? We want to answer your questions about all things content marking, social. email, webpage copy, conversion rates, sales, video, video in sales, video in marketing, tools and tech, paid ads, and literally anything else you have on your mind that will help you succeed.... See More
Dale Pease
I'm working on a pitch to the owners on hiring a Content Manager. One of the things we desperately need, aside from regular marketing/sales content, are process guides for every aspect of our business. What do you think of the idea of hiring a Content Manager that does both, at least for a short while? I understand that both are probably full-time jobs, but wonder if anyone has gone a route similar to this. Or, are we just setting this person up to fail?
We have been in business for over 25 years, and have 50 franchises across the country. The problem, frankly, is out of those 50 franchises, only a handful are operating where they should be. We are working on that (using a lot of what I am learning here.) But, we are starting to think about selling more franchises again (we pretty much stopped selling locations 10-15 years ago.) But, one of the big things we want to do is learn how to find better buyers. In the past it was pretty much, if they write us a check, then we'll sell to them.

Our franchises are a great business to own, with a fairly low cost of entry, low overhead, and significant revenue possibilities, but most of our owners just aren't really that motivated to grow. What... See More
Carina Duffy , Jessica Palmeri , Jennifer Barrell and I were all discussing this issue that we've been seeing within the different industries we work with. So we have a question for you:

Are you experiencing this issue? What content have you created to address this? (And please share an example if you have one!) What has been the response from some of your prospects/customers?
Let us know in the comments! See More
Dale Pease
We just sent this email out yesterday to our franchisees (we sell them products, that they then turn around and sell to their customers.)

Pricing Increases Coming
With supply-chain issues across a variety of markets, many of the products in our parts catalog will be seeing pricing increases in the coming weeks. At this point, we don't know exactly where the price increases will happen, or to what degree, but we wanted to make you aware of this so you can be prepared to adjust your estimates as needed. This will include, but not be limited to, steel parts, as well as gaskets, etc...

Current pricing on the website is for items in stock, but there will be new pricing as we load items on the shelves. So, if you place an order now for more items than are in stock, you will receive some items at the current price, but any back-ordered items will most likely have new, increased prices.

Be on the lookout for these price increases, so you can accommodate them on your estimates as the year goes on.

We apologize for any issues this may cause, but know that we are always working to get the best pricing we can for you, but this is simply a product of where we are as we come out of the pandemic.

If you have any questions, give Mike a call to discuss.

I've been using Outgrow to build a pricing calculator and would love your feedback. You can go through the calculator without submitting any information (just stop at the last step before submitting for a quote.) Choose "Concrete Leveling" as the option. Most of the others say "We don't provide that service." This would eventually be embedded within our website.

It's really been a balancing act between making it as simple as possible while having some kind of meaningful result. I still haven't been able to fully sell the sales team on this idea. But we are making progress. Any feedback at all is appreciated.

a1concreteleveling.outgrow.us See More
Hey All!
Interested to see what types of questions you ask in an application for positions at your company to pre-qualify candidates. I am looking to steer away from an automatic personality/cognitive test right at the application stage. Does your company have open-ended questions that stick out to identify ideal candidates right out of the gate?

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Dale Pease
Liz, do you have a guide like the first one, for hiring a sales rep? I know many of the things in the marketing interview questions document apply to Sales positions as well, but if you have one specifically for sales, it would be great to see.
Hi, we are planning to change our domain name: takeoffpr.com. We started as a PR Agency, but since 7 years we are a pure Inbound Agency.

We think of takeoffinbound.com. A bit long but nothing else is available.

What has been the experience of Impact to switch from impactbnd to impactplus. On ahrefs I see quite drop in traffic, but ahrefs is not always right ;)

What would you do?


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Dale Pease
Martin, I've done this a few times, but it looks like you already got a complete response on how to do this. I just checked out your website, and wanted to say, even though I don't speak German, I thought the video on your home page was fantastic! Made me want to work with you, just seeing the enthusiasm of you and your team. Nice job!
Connor just told me (in the introductory videos) that I need to post here and introduce myself.

I'm the Director of Marketing for America's largest concrete leveler (I know, exciting, right?) It is actually a great company to work for, and I've been part of the team for seven years now. I'm super excited about IMPACT+ and all I can learn here. The leadership at our company is really dedicated to becoming "The most trusted voice in our industry." So, I think I've come to the right place.

Looking forward to meeting you all. See More