Nick Bennett

Joined April 2020



Feb 2018 - Present

I spent almost 20 years in HR and have spent the last 15 in marketing. I'm looking to pivot into working with mid-sized service-based businesses to implement TAYA strategies in their staffing/retention strategy and processes and I'd like to connect with anyone who is currently doing this or connect with HR folks who'd like to talk about how to use this approach to build your brand as an employer of choice.

(I've been out of Impactplus for a...
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Nick Bennett
Hey  Winnie Anderson ! One of our head coaches just did a session on recruiting. link below.
In They Ask, You Answer, Marcus Sheridan waxes poetic about the power of knowing exactly how many pages a prospect had viewed prior to actually reaching out to book an appointment with him.

Is this a valuable number to know?Absolutely! -- How else will you know if your prospect is educated enough for your sales process?

Is this a number that HubSpot tracks automatically?Nope! HubSpot doesn't actually capture/store the exact number of pages a...
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Nick Bennett
this also assumes that your prospects are in the CRM before they raise their hand to talk to sales.
Our sales team is pretty wedded to SF as our CRM, but my team uses HS for marketing. I have always used one platform from the same company, so the data stays clean.

I'll spare everyone the details of what is happening, but the two are not playing well in the sand together. The thinking within the company is that the CRM (SF) should be the "one source of truth" and that data should primarily be housed there with data pushing back from SF when...
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Nick Bennett
typically we would only push contacts into SF when they raise their hand to talk to sales. if they become a customer, SF updates the property across both instances. 

you can set list enrollment to meet the criteria above for customer marketing messages
Do you recommend creatingonevideo that answers the top questions you frequently get asked, or do you recommend creating 10 separate videos that answer the most common questions?
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Nick Bennett
Doug Backinger I think it just depends on the content. If it takes ~5 minutes to answer 1 question, 10 videos is probably best. if it takes 5 seconds, 1 video is probably fine.
What is an affirmative resource to track your KPIs without manually inputting the data?

I have the starter plan, but the leap to the next tier is pretty ridiculous for advanced KPIs.The resource needs to recognize custom properties I've added.
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Nick Bennett
it doesn't look like HubSpot starter offers custom reporting. you may be able to use a tool like databox to pull that info a less than the cost of upgrading your entire HubSpot portal.    
We've got a team putting together what I (think) is great content for our organization, but I'd welcome some feedback? This is our first serious (we did some soft funny videos first) video we created. We've actually created a pretty full pipeline (I think there are 15-20 video projects underway), but I'd love some non-geek (we're in the IT services world) feedback if possible:!
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Nick Bennett
Bob Coppedge i really enjoyed this video!! it was fast-paced, easy to follow, and answered the question. some videos like this will just DRAGGGGG on. well done.

You also have one heck of an on-camera personality! Really enjoyed it.

Some feedback:
1. add chapters/segments to break up the video and better optimize it for youtube search. 
2. the background feels ... off.. you're so upbeat and personable... to me, it just doesn't match the vibe of your videos.
3. if you can, add a few animations/graphics/popups. it'll mark key points for viewers and add a little polish. 

My name is Bala Paranj. I have a technical background. I am currently working on finding qualified prospects to have one on one conversations to discuss the frustrations and challenges that they are facing at work.

My desired outcome is scheduling one on one Zoom call via scheduleonce scheduling tool. I have read the book They Ask, You Answer. Since my outcome is not selling, I have done keyword research and have collected the questions...
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Nick Bennett
can you provide a link to your site/product/service? not sure I'm following. who are you looking to have these conversations with?

on the surface, it seems like you could contact existing customers, LinkedIn connections, and even members here in IMPACT+  and set up short interviews to uncover the challenges they face at work. 
We have two local competitors that recently sold to large national companies. Their URLs are now forwarded to the giant company's websites. I am looking for a way for buyers to find our company when they are searching for the local companies that sold their businesses. What is the best way to do this? How can Baron come up in a search when buyers are searching for the sold company's old brand that no longer exists? How can Baron Payroll come...
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Nick Bennett
Larry Kagan you have a few ways to get this done. These options can be combined with each other or implemented individually.

The first is to create content around the subject. This is exactly where implementing They Ask, You Answer can deliver some of its biggest returns. Comparisons, and best of lists. eg: best payroll companies in NY, Ace Payroll vs Barron Payroll, etc.

The second is to buy your way to the top and purchase ads for Ace Payroll branded search terms. It's the most expensive route, but also the shortest.

Lastly, given your a local business, I'd suggest spending some time optimizing your google my business profile on a regular basis... check out this course for more on this 
This was brought up by a sales rep in a workshop today, and it’s not the first time I’ve heard it.

In fact, I’ve heard this dozens of times.

Here’s the thing though: is that really true?

Does a sales rep become obsolete if they address a buyer's questions and concerns outside of a meeting?

Do we appear less helpful if we let content do a bulk of the teaching?

I don’t think so. And I haven’t seen any evidence to back that up.

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Nick Bennett
a little louder for the people in the back! 

"Does a sales rep become obsolete if they address a buyer's questions and concerns outside of a meeting?"

It's actually the other way around... a salesperson who attempts to be the gatekeeper of knowledge and does NOT use content to guide prospects to make a decision on their own has become obsolete.

Buyers know that if you don't serve up the information they are looking for, in the way they want to consume it, someone else will. 
The HubSpot resubscribe process has been problematic for years and it seems like I'm not the only one who feels this way! If you agree, please upvote this HubSpot community forum post so they do something about it!
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i hired someone to do my hubspot site they ended up updating a lot of the code. However I can't remember who I used. I am trying to find a way to train my va team to be able to update this code and learn html on vidyard.Any suggestions for resources?
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Nick Bennett
Chris Greene you can check the revision history in your HubSpot portal to see who made the changes. They probably still have access to your portal under the "users and teams" menu if you didn't remove them.
Hello from New Zealand !!

I'm on a mission to create a pillar page. My first attempt. The page will be an "ultimate guide" to help anyone wishing to hike the world famous Tongariro Alpine Crossing.

My question:I will write a detailed description of the track itself. It will include geology, volcanology, vegetation, physical features etc. Do I include this in the pillar page or as a subtopic as a blog post?

How does one decide to include all the...
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Nick Bennett
Callum Harland -- here is a good example of how we do this at IMPACT .. (Website Redesign Guide)

We have a section in the pillar about "why you should redesign your website" but also an article dedicated to the subject and goes into much more detail.  The pillar links to the article, the article links to the pillar. 
We are a piano lesson studio. And we have a quiz on our site as the main call to action. They take this quiz to see if they are ready for lessons. We email them their results and show them their results on the next screen.

With this email we nurture them and send them email spread out over the next month.

On the thank you page we offer them a free intro lesson.

My question is should I have this quiz be gated at the end and allow them to go...
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Nick Bennett
This is definitely something I would test. I've launched self-selection tools ungated, checked engagement and abandonment, and then see how those numbers change after I gate them.

A free intro lesson is a great offer and something anyone looking for lessons would give up an email address in exchange for.

I'd also think about changing the KPI from "emails captured" to "free intro lesson claimed" or something. I've found changing my goal changes how I look to solve the problem.

You could have all the emails in the world but if no one claims a free intro lesson, then the leads are no good.
For content managers, how do you balance the thoroughness that Google likes to see with the scanability and brevity your sales team might want for assignment selling pieces? Can the same piece serve both ends?

I have my ideas, but I'd be interested in hearing yours!
Liz Murphy , Ramona Sukhraj , Nathan Dube , Bri Stauffer , Mark Wilson , Katie Martens , Betsy Francoeur , Jeremy Sutton , Paul D. Grant
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Nick Bennett
At the end of the day, you win when you focus on solving for the reader. If you solve for them, you solve for Google.

Google says "thorough content is better" but really they are saying "just answer the question!" A 2000 word article that doesn't answer the question is still a bad article.
As we write Best Of, Reviews, and Versus articles my team continues to discuss whether or not we should link to competitors in our articles. I've had mixed feelings about linking vs. not linking.

What does your content team do and why?
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Nick Bennett
Hey Bri Stauffer !

Great question! We link ( but RiverPools doesn't (

Doesn't look like a concrete rule but I think Kevin Phillips or Kevin Church may have more thoughts on what to do about this.
Hey Everyone,

Does anyone have any thoughts on Vidyard vs Vimeo? We are just starting our video journey and would probably start on basic plans for either. We don't like the Vidyard ad in the free version either. Hoping we don't have to have it if we pay for Pro. We just need a clean way for our sales team to send out videos to prospects, know if they at least started watching a video, and have the ability to trigger a workflow in HubSpot...
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Nick Bennett
I'll second what  Connor DeLaney  said here. Vidyard is a video solution for sale and marketing. You get all the tracking and analytics you could possibly want. Vimeo may not be the most comparable option. In this case, I would compare Wisita and Vidyard.

With that said, I know you can fully remove all the Vidyard branding and customize the payer page when you sign up for Vidyard Teams (I think the same applies for Pro.) We use Vidyard and can vouch for the HubSpot integration. Not too sure what Wistia offers in that area. 

Based on your post I think the workflow trigger you're suggesting may be a lot more difficult to set up than anticipated. The integration is mostly designed for "marketing" videos. Meaning a video that sits on a webpage and doesn't change all that often. 

Every time a salesperson sends a video, they create a new video ID (Vidyard calls this a UUID) In order for the workflow to identify the video that was played, you would need to be added to the workflow enrollment criteria every single time the sales team creates a video... read: it's pretty much impossible to manage.

If you can provide more info on what you're specifically trying to accomplish I can help you find a way to make it happen.
We just started using Vidyard and can see analytics about our videos. However, we want to see on an individual level, what videos and how many videos a particular person/prospect watched. We ask for their email address b4 they watch and allow them to skip entering their email if they wish. Is this the best practice or is there a better way to track how long and what each person is watching? Is tracking analytics for individuals a HubSpot...
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Nick Bennett
Larry Kagan -- when you log in to you can see individual contacts and the videos they watched. alternatively, if you have the HubSpot integration, you can see this info directly on the contact timeline in HubSpot.   

Friends, what Chat feature do you use on your website? What do you love? What feature do you wish it had?

We use Hubspot right now for the chat on our site, and I'm not thrilled. Looking for alternatives!Thanks!
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Nick Bennett
Also here to suggest Intercom or Drift. I've heard good things about Ramble but haven't used it personally.
Is anyone using more than one HubSpot pipeline? We have three pipelines and now have a need to have different default fields for one of them. It doesn't look like it's possible. Trying to find any handy solutions. We have one idea, but it's a bit of extra work and probably annoying for users. Thanks in advance! And thanks, Stephanie Baiocchi for letting me know about this!
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Nick Bennett
Hey Rebecca Whitney , I actually just consolidated all of our pipelines into 1 over the weekend.

When we were using multiple pipelines I used this process to make the relevant info visible on the sidebar based on what pipeline it is in.

Let me know if I misunderstood your ask!
Looking for others in the manufacturing/industrial B2B space that have already done this. What are your tips and tricks? If you do not have any, don't worry! We will be sharing ours as we go! There are very few players in our industry doing this so we are rather ahead of the curve. We are essentially working to create "the food network of the industrial/manufacturing B2B space".
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Nick Bennett
Hey  Nathan Dube !

While I haven't done this specifically for the manufacturing/industrial B2B space, I have been down this road before so here is a bit of what I've picked up along the way:

1. Gather all the audience data you possibly can. This info may feel obvious to you but not so much to potential advertisers. Think things like:
  • unique monthly sessions
  • monthly 
  • role
  • seniority
  • geographic location
2. Affiliate programs are your best friend when getting started. Audible is kind of the gold standard for this one as I'm sure you've seen a LOT of podcasts and videos "sponsored" by them. Check out their program here for inspiration.
3. CPM pricing is hard to manage and not worth it unless you are >1 million hits/month. Even at that, still not totally worth it. I'd still suggest sticking with affiliate programs.
4. Have a clear outcome set for what an ad placement will look like. For example, podcasts get a 30-second pre-roll and 60-second mid-roll, links in the show notes. Here is a great list of resources from Midroll on this.

Let me know if you'd like clarification on any of this!

Hope this helps!