If you're familiar with the philosophy of They Ask, You Answer, chances are you've heard the origin story following ...

Yes, They Ask, You Answer Works for B2B Companies (+Examples) By Zach Basner, Tuesday, December 14, 2021 7:57 AM If you're familiar with the philosophy of They Ask, You Answer, chances are you've heard the origin story following Marcus Sheridan's struggling swimming pool company, River Pools and Spas. Staring down the barrel of bankruptcy during the recession of 2008, Marcus and his team developed a content marketing strategy that literally saved their business. By obsessing over the way their swimming pool buyer thought and made decisions, they produced content that spiked search engine traffic, led to millions of dollars in revenue, and made them the most trafficked swimming pool website in the world. Since then, it's become a business philosophy that has literally transformed organizations all over the world. There's just one problem: the origin story, as compelling as it may be, is about a B2C organization that sells direct to consumers. This can make the vision a bit unclear for a B2B organization and leads to an important question you're probably considering right now. "I see where that may have worked for Marcus as a pool guy, but we don't sell pools. Will this really work for my B2B organization?" Here's what's interesting: you'd think because of the origin (and the application at River Pools and Spas) that a majority of They Ask, You Answer success stories would be from other similar companies, but they aren't. In fact, more than half of the organizations we've worked with here at IMPACT have been B2B. In many cases, they've also been service-based. So, why is that the case? It sounds almost too good to be true that a philosophy could be universally applied across seemingly different marketplaces, right? Well, in this article I'm going to outline a few of the major reasons why it does work for so many organizations, and by the end, you'll know if it's a good fit for your B2B organization as well. Below, I'll cover: Why B2B buyers are spending less time with sales. Why sales teams are having fewer interactions with decision-makers. The effect of limited product and service reviews and comparisons in the B2B marketplace. Read more »     Schedule a call with an advisor → Join IMPACT+ for free → Yes, They Ask, You Answer Works for B2B Companies (+Examples) By Zach Basner If you're familiar with the philosophy of They Ask, You Answer, chances are you've heard the origin story following Marcus Sheridan's struggling swimming pool company, River Pools and Spas. Staring down the barrel of bankruptcy during the recession of 2008, Marcus and his team developed a content marketing strategy that literally saved their business. By obsessing over the way their swimming pool buyer thought and made decisions, they produced content that spiked search engine traffic, led to millions of dollars in revenue, and made them the most trafficked swimming pool website in the world. Since then, it's become a business philosophy that has literally transformed organizations all over the world. There's just one problem: the origin story, as compelling as it may be, is about a B2C organization that sells direct to consumers. This can make the vision a bit unclear for a B2B organization and leads to an important question you're probably considering right now. "I see where that may have worked for Marcus as a pool guy, but we don't sell pools. Will this really work for my B2B organization?" Here's what's interesting: you'd think because of the origin (and the application at River Pools and Spas) that a majority of They Ask, You Answer success stories would be from other similar companies, but they aren't. In fact, more than half of the organizations we've worked with here at IMPACT have been B2B. In many cases, they've also been service-based. So, why is that the case? It sounds almost too good to be true that a philosophy could be universally applied across seemingly different marketplaces, right? Well, in this article I'm going to outline a few of the major reasons why it does work for so many organizations, and by the end, you'll know if it's a good fit for your B2B organization as well. Below, I'll cover: Why B2B buyers are spending less time with sales. Why sales teams are having fewer interactions with decision-makers. The effect of limited product and service reviews and comparisons in the B2B marketplace. Keep Reading  ⟶ Course: Crafting "Selling 7" Videos that Convert Many marketers struggle to see results from their video marketing for one big reason: they're focused on creating the wrong content. These are the seven videos that will have the biggest impact on sales.    Watch now  ⟶ Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing So what's the catch with They Ask, You Answer? In this article, we break down the brutally honest pros and cons that companies experience while going through the culture change that They Ask, You Answer promises.   Read more  ⟶ Free Course: How to Hire a Content Manager Learn how 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.    Watch now  ⟶ 5 Questions Marketing Teams Should Regularly Ask Sales Teams Alignment between marketing and sales is crucial — but it's not easy. Here's how to ask the right questions to make sure your content speaks to your buyers' needs.   Read more  ⟶ Connect with us and share your They Ask, You Answer success stories with hashtag #TheyAskYouAnswer Sent with 💙 by IMPACT  IMPACT, 470 James Street, Suite 10, New Haven, CT Unsubscribe Manage preferences