Tom DiScipio

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

Joined April 2020



May 2010 - Present
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.

Greetings fellow IMPACT+ fam!

I am hoping that today finds all of you well. I just wanted to stop by and and ask, who here is into video games?

I have been a die hard fan of gaming since the age of 8. One of my major bucket list items was to someday create my own video game.

And, I just published it on last week!

What is really cool about this video game however, is not its present, but its past... You see the video game was a marketing campaign that I developed to sell copiers, printers and managed services for the company I used to work for.

When we became a platinum partner for Hewlett Packard, our sales rep asked me (I was both the social media manager and a full time sales rep at the time) if I had any out-of-the-box ideas for... See More
Tom DiScipio
You're always doing the coolest stuff,  Nathan Dube !

With the number of leads you generated from the initial effort... it sounds like you've got a strategy here that works. Any plans for a follow-up game/campaign?

Joe Rinaldi and Connor DeLaney ... game on my friends!
Right now our pages are not getting indexed, or are getting indexed very slowly. What can we do to expedite this process?

The Guardian is a well-known news publisher that gets indexed on Google the same or next day for every new page they make. We need help with a process to get indexed in a similar manner for our content marketing campaign.

Any suggestions would be greatly appreciated.

Thanks in advance for all your help. See More
Tom DiScipio
Man... What a great discussion topic Kyle Aken !

My personal knowledge on this is somewhat limited when it comes to understanding the "when" behind Google will do that, so I'm gonna pull in some experts here to see if they've got any thoughts for ya.

Kevin Church   Franco Valentino   PAUL Lovell  - Any feedback for Kyle on this one?
We need to create (basically from scratch) our Training manuals and SOPs for virtually every part of our business. What are you all using as software (prefer non-monthly fees) to build out these kinds of systems? We actually love the platform and usability of IMPACT+, especially for the training side of things. What is it built on? We do see doing a lot of video. And creating graphics, and maybe even some interactive VR (AR) type things. We'd also love a quiz functionality on the training side as well. See More
Tom DiScipio
Hey Dale Pease ! We use ClickUp as our organizational project management tool which houses many of our training and SOP docs. I say "many" because we still use Basecamp for some of that document management as well. ClickUp has a "Free Forever" plan and I'd HIGHLY recommend it. Happy to walk you through how we use if you're interested.

I'm also VERY happy to hear you're enjoying IMPACT+ (of course) 😀. Our product roadmap does include plans to develop a "Document & Files Storage" system within the application so you could store, manage, and share files with your team. We're still working on the timing for that, so stay tuned! I could eventually see that becoming a primary solution for ya down the road.

Hope this helps!
Hubspot's email segmentation and workflow is too expensive for me.

What would be the best approach for drip campaigns?

If I start an email campaign from another platform like Active Campaign, I'd like to see what emails were sent and clicked in the Hubspot platform. See More
Tom DiScipio
Great question Shanequa Jones !

Tagging in some HubSpot experts here to see if they have any thoughts... Jessica Palmeri Hannah Woods Joe Bachir Carina Duffy Stephanie Baiocchi

Probably a good question for the HubSpot Community here in IMPACT+ as well!
Hi. I'm knew around here and still getting familiar with things.

I found a broken link in the course about building a TAYA website and wanted to let someone know. How do I share that? Thanks. See More
Tom DiScipio
Appreciate the mention Connor DeLaney .

Hi Winnie Anderson ! We're so glad you're here 😀!

Thanks so much for bringing this to our attention. Given that we have a couple courses that focus on website building, would you mind sharing the link to the course you were viewing with me?
It's be nice to be learning in this platform See More
Tom DiScipio
Nice to have you here Gasser Amin ! Do you have any courses in mind that you're going to start watching? What are you most interested in learning??
Good afternoon!

I am working on a Cost of Inaction Calculator for higher education. Have any of you developed a similar tool for your companies/verticals? Specifically, my company works with colleges and universities to develop enrollment solutions. The purpose of this calculator is to help institutions understand that "doing nothing" also has a cost.

I have a certain formula I'm using focusing on Net Tuition Revenue. Choosing to do nothing results in a (potential) continued annual loss of tuition revenue. While our industries may be different, I'm sure there are aspects of a COI Calculator that could overlap.

Hit me up if you have some thoughts on this tool, or have a similar calculator in your company's arsenal. Thanks! See More
Tom DiScipio
Hey Drew Griffin - glad you bring this up! It opens up a couple questions/thoughts for me as well...

First, do you typically discuss the cost of inaction during your sales calls with prospects? How does that go over with them? Does it consistently move them to action? This could be a good indication of how much time and effort should go into building it.

Second, I ask the above questions because I think it's important to consider where and how something like this would be used. In my mind, the prospect needs to know the exact problem that they have BEFORE they can understand how inaction affects them. And as I'm sure you've seen... not all prospects know what problem or need they have until they talk with a sales rep or advisor like you that can help them figure it out 🙂.

Therefore, I could see this tool being less of a lead generator and more of a middle to bottom of the funnel tool that can help prospects to make the decision to work with you. Perhaps that was your intended purpose already!

Finally, if the prospect will have direct access to this tool on your website, I'd say it's important to make sure the calculator doesn't feel "Gimmicky." The last thing we want is prospect using it and saying, "Yeah right... there's no way this could be true. It clearly doesn't relate in any way to MY business." I know I've had that experience with some ROI calculators out there... They need to see how their specific inputs can produce a realistic and believable output.

Hope this helps!
At IMPACT, one of our core values is “obsessed over learning.” We truly only want to surround ourselves with people who love to learn and want to make themselves better each and every day.

We believe that leaders are readers. In fact, we have a book club at IMPACT that pays employees up to a $100 bonus for each book they read.

Every new employee starting their career at IMPACT is required to read eight pre-selected books within their first few months. This way, we all have a shared doctrine and a shared set of principles that guides our culture and the company we want to be.

But don’t confuse reading with learning. There’s a huge difference.

It’s not that hard to “read” a book. If it’s a task that just needs to get done, many people will... See More
Tom DiScipio
"Learning also means applying the concepts, strategies, or game plans in your work and in your life, getting better every single day."

Well said, Bob Ruffolo . This is a shift I've started to make at the end of last year. This year will be a commitment to implementation.  

Joe Rinaldi - we were JUST chatting about this topic :) 
Do you have an example of what you use to get a response from cold prospects that clicked on your meeting link but don't book?

I would like to automate an email to them directly since they are likely the best unconverted opportunities we are getting right now.

PS. I have watched trainings on how to optimize the meeting link landing pages and I've also thought about sending video 1:1 but I haven't had time to execute on that yet : )
Jen See More
Tom DiScipio
Jennifer Goode Hey Jen! Is it fair to assume that these folks haven't given you an email address yet?

If so, I'm thinking adding some sort of exit intent for the meeting page could be a strong way to reengage them. Reason being - it's possible that the only time available on your calendar may not be available on their calendar. And therefore, they exit the page.

I feel like the pop-up window could say something like, "Are you sure you want to leave this page without booking a meeting?" One button could say something like, "I couldn't find a time - let's chat." <---- This could perhaps have them enter their email address and say that someone will reach out to you with X minutes. And the other button could say "Yes I'm sure."

^That's not a perfect example, but it can help the prospect to rethink if they really want to give up on setting an appointment. And again, if you didn't have their email originally, could land you a new contact.

Now if you DID have their email... I'd have TOTALLY different thoughts lol...
Hey there Content peeps!

I'm excited to show off our brand-new Learning Center at E-N Computers:

We've had a "learning center" button on our menu bar since our website relaunch last year, but it was pretty terrible - basically just links to our blog archive and some other random pages. Our category/tag structure was a mess too, with tons of duplicates, meaningless categories, and everything else you'd expect from 10 years of Wordpress.

So I spent the last few weeks rebuilding our taxonomy structure so that it (hopefully) makes more sense to our target audience. I added Industry and Persona groupings, and broke everything out by content type. Then I put it all together with a fancy AJAX search & filter plugin... et... See More
Tom DiScipio
Blake Cormier You crushed it! I remember seeing the "before" version of this section, and what you've turned it into is really impressive. No shame in a little R&D (rip off and duplicate) from our friend  Adam Stahl . He know's a thing or two about a thing or two :).

As you continue to iterate this section of your site, definitely consider bringing more of the resource content above or at the fold. This would help to create immediate clarity for new visitors that this is a resource section versus another type of page, and could also save the website visitor a few hundred pixels of scrolling.

Keep doin' what you're doin' man!
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?

See More
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 $1,000,000 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.

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.