Monica Caraway
If you missed Marcus Sheridan’s IMPACT 2024 conference, don’t worry—I’m here to fill you in on the juiciest takeaways after attending the event in Hartford, CT! This wasn’t your average marketing event full of fluff and "synergy" talk. This was a deep dive into the big shifts happening in digital marketing and sales, led by Marcus himself, the man who transformed the industry with his bestselling book They Ask, You Answer. The overarching theme? If you’re not disrupting your own space, you’re being left behind.
Here are 5 major themes that rocked the B2B marketing world at IMPACT 2024, and why you should care.
1. Zero-Click is the New Platform: Forget Building Your House on Google
First off, Google is not your friend. Sure, it used to be the digital real estate mogul of the web, but Marcus delivered a reality check: you can’t build your entire marketing strategy on it anymore. The focus now? Zero-click content—the kind of content that delivers answers directly within the search engine or social platforms, so your audience doesn’t even need to leave to get value. Think about it: when was the last time you clicked a link for a quick answer? Exactly.
This trend is a wake-up call to shift your strategy. Instead of obsessing over ranking on Google, focus on becoming the go-to source of knowledge, right where people search—whether it’s LinkedIn, YouTube, or other platforms that are quickly becoming learning hubs. Google may still be the king, but it's time to diversify your kingdom.
2. Build Self-Help Tools: Be the Answer Before They Even Ask
One of the most actionable lessons from IMPACT 2024 was the critical need to provide self-help tools for your audience. Your prospects don’t want to talk to a salesperson—they want answers, and they want them now. This means you need tools like knowledge bases, pricing calculators, and self-evaluation tools on your website that address customer pain points specifically.
Marcus didn’t mince words here: less than 10% of B2B websites offer clear pricing. So, want to stand out? Be the exception. Not only does this build trust (because transparency = trust), but it positions you as the authority. If someone’s searching for pricing in your niche and only your site has it, guess who they’ll come to?
PRO TIP: Make self-help tools multipurpose. Post instructional videos on LinkedIn, or repurpose them for a dedicated YouTube channel. YouTube is becoming a major learning hub, and having a channel with your how-to videos ensures you’re where your customers are looking for answers. And don’t just tuck these tools into the footer of your website—put them front and center in your navigation bar to create a seamless, empowering customer journey.
3. Write for AI, But Keep It Human
If you’re not already writing with AI in mind, you’re falling behind. At the same time, Marcus warned against content that sounds too perfect, too polished—because guess what? People can tell, and they don’t like it.
The trick is to "send human signals" in your content, even if it’s AI-generated. Incorporate quirks, analogies, and a sprinkle of self-deprecation. Got an AI tool churning out blog posts? Make sure you add a personal touch that keeps it from sounding like it was written by a robot who drinks corporate Kool-Aid. Use unconventional punctuation, tangents that make content relatable, and memorable analogies (SaaS pricing models compared to Netflix or Airbnb subscriptions, kind of thing). The goal is to sound real, not robotic.
Another good tip repeatedly shared at IMPACT, and something Neil Patel revealed to us that we highlighted in a post last week, is don’t bombard readers with new content all the time. Instead, refresh existing content, which keeps your messaging current, signaling to Google you produce quality up-to-date insights.
BONUS TIP: Remember to put ALT TEXT on every image. What's the big deal? AI uses this information, and many searches are now driven by AI (AI bots, etc.).
EXTRA CREDIT TIP: Avoid certain words that AI tends to use out of the blue or overuse (you know you've seen them!). Words to avoid or limit the use of include, but are not limited to:
4. Use Video—Seriously, Use Video!
Marcus didn’t hold back on this one—video is no longer optional. If you’re not using video in your marketing and sales strategies, you’re missing out big time. Whether it’s short educational clips for LinkedIn, onboarding videos, or personalized messages during the sales process, video is the secret sauce to building trust.
Got a quote request? Send a quick video explaining the details—it’s more engaging and personable than a sterile PDF attachment.
Want to demo your product? Show, don’t tell. Use video to illustrate the unique aspects of your offering, and you’ll automatically set yourself apart from competitors who are stuck in the old way of doing things.
Also, YouTube's new 3-minute video format (think TikTok for professionals) is a goldmine for showing off your expertise in story formats that are now not as time-limited. The lesson here? Stop thinking about video as a "nice to have" and start treating it like the non-negotiable it is.
TRAINING TIP: Make sure your sales team feels confident creating videos. If needed, provide training so they feel comfortable on camera—this personal touch can go a long way.
5. Post Fresh Links on LinkedIn, Skip the Repost
This nugget came straight from both Marcus Sheridan and INBOUND: when you’re posting on LinkedIn, skip the repost button. The algorithm favors fresh, original posts over reshared content. If you want to boost visibility, always opt for creating a new post rather than simply hitting “repost.”
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