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They Ask, You Answer: A Revolutionary Approach to Inbound Sales Content Marketing and Today's Digital Consumer by Marcus Sheridan

By: Sheridan, Marcus.
Contributor(s): Kotrla, Krista [Foreword].
Material type: materialTypeLabelBookPublisher: New Delhi Wiley India Pvt. Ltd. 2017Description: 226p.ISBN: 9788126568062.DDC classification: 658.8
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Book Institute of Management
General 658.8 SHE (Browse shelf) Available M0033587
Total holds: 0

Part I
A Very Different Way of Looking at Business, Marketing and Trust
Chapter 1 The Fall
Chapter 2 A Massive Buying Shift and the Blur between Sales and Marketing
Chapter 3 This Book Won't Work for You If . . .
Chapter 4 The Discovery of They Ask, You Answer
Chapter 5 "They Ask, You Answer" Defined
Chapter 6 Brainstorming the Questions You Are Asked Every Day
Chapter 7 The Ostrich Marketing Strategy
Chapter 8 The CarMax Effect
Chapter 9 The Discovery of the Big 5
Chapter 10 Content Subject 1 Pricing and Costs: Why We Must Talk about Money
Chapter 11 How One Article about Money Generated More Than $3,000,000 in Sales
Chapter 12 Case Study 1: High-End B2B Technology Company Generates More Than $8,000,000 in Additional Revenue
Chapter 13 Content Subject 2: Problems: How to Turn Weaknesses into Strengths
Chapter 14 Addressing the Elephant in the Room
Chapter 15 How Talking about Our Problems Generated More Than $500,000 in Revenue
Chapter 16 Case Study 2: An Equipment Financing Company Becomes a Digital David and Conquers the Industry Goliaths
Chapter 17 Content Subject 3: Versus and Comparisons
Chapter 18 The Critical Need for Unbiased Content
Chapter 19 Content Subjects 4 and 5: Reviews and Best in Class
Chapter 20 Using Reviews to Establish Yourself as an Expert
Chapter 21 The Impact of Discussing the Competition
Chapter 22 Case Study 3: Small Retail Appliance Store Dominates Online and Makes Millions
Chapter 23 The Competition
Chapter 24 How They Ask, You Answer Saved River Pools and Spas

Part II
The Impact of They Ask, You Answer on Sales Teams
Chapter 25 How Great Content Is a Total Game-Changer for Sales Teams
Chapter 26 A Dramatic Discovery
Chapter 27 Assignment Selling
Chapter 28 How One Remarkable Couple Changed My Perspective on the Power of Content to Sell
Chapter 29 Content Never Sleeps
Chapter 30 Using Assignment Selling to Avoid Common Sales Pitfalls
Chapter 31 Using Assignment Selling to Determine Compatibility
Chapter 32 Case Study 4: How a Start-Up Company in the Health Care Space Became the Thought Leaders of an Entirely New Industry

Part III
Implementation and Making It a Culture
Chapter 33 The Power of Insourcing and Using Your Team to Create Incredible Content
Chapter 34 How Block Imaging Embraced a Culture of Insourcing
Chapter 35 Starting Off They Ask, You Answer with a Bang: Company Workshops
Chapter 36 The Content Manager Qualities, Hiring and More
Chapter 37 On the Importance of Tools: Measuring Return on Investment, the Power of HubSpot and More

Part IV
Your Questions Answered
Chapter 38 How Do I Find More Time to Make This Work within My Organization?
Chapter 39 Just How Important Is Video to Inbound and Content Marketing? How Does It Relate to They Ask, You Answer?
Chapter 40 How Long Will It Take They Ask, You Answer to Work?
Chapter 41 Is Content Marketing and They Ask, You Answer Just a Fad?
Chapter 42 How Can I Keep My Team Engaged in the Content Production Process?
Chapter 43 "I've Been Told If We're Not Adding Anything New to the Conversation, Then We Shouldn't Be Talking about It"
Chapter 44 A Revolutionary Marketing Strategy

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