Tom DiScipio

👋🏻 VP of Product & Partner at IMPACT | Product strategy & design during the week... 🏎 BMW & 📸 Fujifilm on the weekends.

Joined April 2020

About

IMPACT

May 2010 - Present

www.impactplus.com
Tom DiScipio leads the product team responsible for the design and engineering of IMPACT+: IMPACT's online learning community dedicated to educating marketers, salespeople and business leaders on achieving digital sales and marketing mastery within their organizations.
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 through to the thank you page without providing their email.

Or is is smart to ask for their email so we can follow up?



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Tom DiScipio
Hmm... this is a great question Demitris Maddox . Like Nick Bennett mentioned, you may have to test a few options.

It would be helpful to see the quiz on your website. Are you able to share it?

Given you shared that only a small number of people abandon the quiz at the email part after taking it, tells me that you're on the right track, and that you should keep the gating in place. It would also be good to look at the lead to customer conversion rate for the quiz. If that's high, it would be another indicator to keep doing what you're doing and attempt to drive more traffic to the quiz itself.

I always like sharing examples of others being successful in these areas. So I'll share one of the absolute BEST and most successful examples I've ever seen of a self-selection tool similar in concept to yours. It's HubSpot's Website Grader. I share this because they ask for the email up-front and in their early days as a company (maybe even still today), this was one of their top, qualified lead generators.
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 Moorehead , Ramona Sukhraj , Nathan Dube , Bri Stauffer , Mark Wilson , Katie Martens , Betsy Francoeur , Jeremy Sutton , Paul D. Grant See More
Tom DiScipio
Love what  Nathan Dube shared.

To expand... I would argue that it doesn't matter what the sales team or the search engines want. That should be secondary to producing content that will satisfy the needs of the prospect or buyer.

^Sales will appreciate it because buyers will come to conversations happier and more educated, and Google will appreciate it because you solved for the human.
Dear IMPACT + Team,

I have done all that can for right now with the website. In other words it is 100% done temporarily. Don't know what other strategy or solution I can try to get, leads and prospects. See More
Tom DiScipio
Jimmy Beasley - no need to hire a content writer my friend! Nor do you need any sort of certification. You do a wonderful job of publishing content on here multiple times a day. I think if you refocus some of your efforts, you'll be able to produce the content for your blog that will help to drive more website traffic. The best place to start is by checking out a few of Kevin Phillips ' content production courses in the "Learn" section.

We just signed a new contract for a deal worth $450,000 per year. The first interaction (and the 3rd, 4th, and 5th) were blog posts I wrote. TAYA in Action!

Interestingly, they called us and did not submit their email, so how do I know it was from a blog I wrote?


I set the date range in the Geo reports in Google Analytics under Search Console to Jan 1, 2013 – today and am ONLY TRACKING return visitors from Totowa, NJ 07512 (location of the client). There have only been three return customers during that time, 2 of which visited and revisited the site on 10/1/2019.

However, by tracking the landing pages of the most recent visitor and looking at this report, you can see that the first time that visitor from our client visited us was on... See More
Tom DiScipio
Thanks so much for sharing this story Nathan Dube , and a big congrats on the win! 
Dear Impact Plus Team, Tom DiScipio has informed me that option 2 in creating a "in-between page, like the one on the website that was linked in the main news feed. Like this one sample from another company would be the best route to go. But I also did not want to waste upgrading my basic plan to pro for calendly, so I added 5 more events to the booking page.

https://resources.mazzellacompanies.com/top-5-fall-protection-hazards-on-the-job-site?utm_referrer=https%3A%2F%2Fwww.mazzellacompanies.com%2F

The only difference is that I don't know what I can provide of value unless I can use the rate sheet that I had created professionally.

But the biggest thing I don't know how to create this and then add it to my website.

Is there anyone that... See More
Tom DiScipio
Jimmy Beasley It's important to remember that the time you're willing to spend with a prospective buyer on the phone or in a meeting is the real value for this particular page that you're looking to create. Remember the context here was to create a landing page that get's someone to book time directly with you to discuss their IT challenges.

I wouldn't worry about the rate sheet at the moment. That could be something you develop and use on another landing page with the purpose of educating a prospect that's browsing your website OR it could be something that you deliver to the prospect after your first call with them.

And so, I think a great formula for this type of landing page is as follows:
  1. Include some written content about the purpose of the meeting, what they're going to get out of the assessment call, and what happens after.
  2. Perhaps include a short 1 minute video introducing yourself to help improve trust
  3. Let them know that their information will always be kept private
  4. And finally... point out that they can book time directly with you by using the calendar link on that page.
Hey, I'm a marketing manager about to embark on a more senior post (head of marketing) at an ecommerce agency. I would love to hear from seasoned agency leaders/marketers what you advise should be the key priorities/achievements in my first 100 days?

Thanks in advance! See More
Tom DiScipio
First... a HUGE congrats on your new role! 🎉

Second, here are a few thoughts (in no particular order):
  • Read (or re-read) "5 Dysfunctions of a Team" and have your team read it with you.
  • Align with other company leaders on the Vision of the organization. Where are they planning to be in 3 months, 6 months, 1-year, 3-years, etc? Sales, revenue, profit, etc. Document that for your team and assure they understand that Vision as well as you do.
  • Memorize verbatim the company's core purpose, mission statement and core values. Help your team to do the same.
  • Identify and commit to the 3 - 5 performance metrics that would determine if you had a good week or a bad week / a good month or a bad month. Begin measuring them by the beginning of your second month in the role. Be able to show data by end of the third month (even if it isn't great). Assure these line up and influence the high-level, company targets.
  • Proactively set up your regular 1-1s and first performance review with your manager
  • Form a relationship with your sales team. Interview them and document their biggest blockers to closing deals along with the questions they get asked the most in the sales process. Develop one or two priorities around addressing those pains and creating content to save them time.
  • Listen to as many customer calls as you can, at least one or two per week. Join calls with your service delivery team and sales team to understand what's driving your customers to make decisions.
  • DON'T write out a "12-month Marketing Plan" or other documents that require hours and hours of work. Instead, identify 3 - 5 priorities that can be accomplished within a 3-month time frame. Show some small wins and forward-progress early on.
  • Audit your existing website and write a list of 20 things that can be improved. Begin with the 20% of those things that will drive 80% of the results.

I'm sure there's a bunch more that others can add here. The overall advice from me is to execute. All to often, I hear stories of CMOs joining new companies and they get stuck in strategy-land with no real results to speak of. Show the small wins early on, build the trust, and then make bigger bets as you go on.

Hope this helps, Annee, and good luck on your first 100 days!
Dear Community,

I had a coffee mug and pen made as part of my contest/referral giveaway as a way, that whoever my first customer would be, for in need of my services and actually pay me would win that prize.

But the problem; i can't add use the plugin raffle press because I need to be a paid member.

So it is going to have to be straight content.

Does anyone have any thoughts or suggestions on this? See More
Tom DiScipio
Hey  Jimmy Beasley !

Love the thought process here.

I'm going to throw a curveball and suggest a different direction... I'd argue that the most important thing for your brand would be for as many people as possible (customer or not) to be drinking coffee out of your branded mugs and writing stuff down with your branded pens.

With that in mind, I'd also suggest reinvesting any efforts or dollars you might spend putting together a giveaway or setting up a Wordpress plugin into printing more mugs and pens, and handing them out to friends, family, colleagues, etc. 

There's something to be said about having your name stay top-of-mind for as many people as possible. That way when someone tells them about a computer or IT challenge they're having, it's easy for them to suggest you.
Dear community,

My original CTA button for my website, before I changed it, Get a Free Quote. I was using that for 3 to 6 months but nothing was happening. Then I changed it to what it is now. Should I keep what I have or is there something better? See More
Tom DiScipio
Hey Jimmy Beasley - me again :)

I'd say the language in the new CTA is strong.

I think a next step could be to do one of two things:

1. Add more content to the calendar booking page with your picture, a description of what the person can expect as part of the assessment, and what next steps will look like afterwards. Here's a great example of a booking page.

2. Create an "in-between" landing page. In other words, after they click the CTA, have that link to a nice landing page with some written content (or even a video) describing what the person can expect from the assessment process. Here's a great example of a landing page.
Search Engine Journal did an awesome round-up of what to expect in GA4, with new reporting features and updates that are especially useful for marketers using the tool!

From this quick recap, it seems like it's bringing a lot of helpful tools that users have been asking for! Have you read the article? Check it out and share what you're excited about :) See More
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
Tom DiScipio
Really appreciate you asking this question here Dale Pease !

Honestly, I've got so many thoughts around this topic, it might be worth it for us to connect directly to talk through it. If you'd be open to doing that, shoot me a DM and we'll hop on Zoom.

For the benefit of anyone else reading this... there are three things that come to mind for me (and forgive me if these things are already in practice):

1. There should be a pretty rigorous application process: To your point of buyers "proving" their desire and abilities, they should have to show that they're qualified via testing, scoring, live activities, over the course of a week or so to show that they can hack it. Also, not everyone that applies, should be allowed to go through the full application process. Petra Coach, the company that helps us implement the ScalingUp business framework at IMPACT has an intense vetting process for new coaches (not a franchise, but similar in how they own their book of business) on their team. They expect a level of excellence that then becomes the culture across all coaches, and the rising tide lifts all boats.

2. If you want franchisees to grow their businesses, is it possible to give them specific growth targets that then unlock more with their "membership?" In other words, are these owners incentivized to grow if that's the culture that you want to create? This also becomes very good marketing collateral to attract the right buyers. HubSpot does a great job of this. Depending on the level of partner you become within their partner ecosystem (silver, gold, platinum, diamond, elite), will determine the level of support you get from them, how many leads they deliver to you, and the public recognition you might receive.

3. Are you showcasing your leading franchisees as "the model" franchisee that all others should be striving to be? Here's a great example... We used to work with a local SONIC Drive-in franchisee who was absolutely killing it. Their locations were some of the highest-trafficked locations in the country primarily because they had built an amazing social media following, a great website, and ran their locations like well-oiled machines. Their success was contagious within the SONIC ecosystem and they spurred on many other locations to improve their social and websites in order to replicate that success.

Hope this was helpful, Dale! Like I said... this is a fun topic to brainstorm on. Happy to talk more.
IMPACT+ Community,

How we show up in our sales conversations and communication is key to our success. For more on how we can improve our virtual sales game, check out this session from the Virtual Selling Summit.

Let me know what you comes up for you on this topic. See More
Tom DiScipio
Great highlights here Chris Duprey , and very relatable. I've fallen into every one of those traps multiple times throughout my sales career. In looking back, it was always when the prospect and I were working together (and equally) as a team to close the deal - not me attempting to "close" the prospect.
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
Tom DiScipio
👋🏻 Hey  Dale Pease ! So great to have you here!
Hello all,

It's near the end of the month at the end of the first quarter of 2021 - so let's celebrate those wins!

What have you been toiling at that you finally triumphed over?

What's a win that you want to toot your own horn about?

Bring in the good vibes and let's celebrate! See More
Tom DiScipio
Whoa...  David Roberge  that's pretty EPIC!
Today Wix and Google announced they'll be partnering up to create an integration directly within the platform. This seems like a fantastic opportunity for individuals and small business owners using Wix to manage their websites in order to be more apparent in Google search performance as well as managing things such as Maps and reviews.

It will also create an integrated experience for dashboards and data collection, including views on GMB, search performance, and CTAs from a GMD page such as phone number, website, and directions to a location.

This seems like a big deal for Wix website users, what are your thoughts? Does this make Wix more desirable or still sticking with other website platforms? See More
Tom DiScipio
Connor DeLaney  It seems like Wix has had some negative stigma around it for some time that it's not a "search friendly" platform. So I think this was a really smart play on their part to partner up with Google and show that, yes, they can compete with the likes of SquareSpace and others in the search realm.
Hi all!

I'm Elle, a new member of the IMPACT+ community and the new digital marketing and content manager for Enrollment Builders. I made a short video introducing myself and sharing some tips that helped me during my recent onboarding experience. My supervisor is a member of the IMPACT+ community and this community shaped some of my onboarding experience. I can't thank everyone enough for helping to make my onboarding at Enrollment Builders great!


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Tom DiScipio
So great to meet you  Elle Spears  and welcome to the IMPACT+ family :). 
Hey, Every Human!

We have some product we want to get rid of that is a one-off/customer decided they didn't need it. As a marketer, what is the best route for helping get rid of the product without using a platform like Shopify? Do I create a landing page and promote it on our homepage? Any other suggestions? (p.s., if you are looking for 24.5" shrink film, connect with me;)) See More
Tom DiScipio
Hey  David Roberge ! Agree with  Adam Stahl on ebay on being one of the fastest / easiest ways to do it. If you wanted to try another route that uses your website, PayPal has a button you could setup to accept payment via your website. So you could create a spot on your homepage, list the product and use the PayPal button to sell it without having to create a full storefront. Here's a link to how that works.