They Ask, You Answer, 2nd Edition

37 The Importance of Having the Right Tools Measuring Return on Investment, the Power of HubSpot, and More

As we’ve established, They Ask, You Answer is a business philosophy that guides the sales and marketing approach of an organization through obsessive listening, teaching, and a desire to solve the problems of the marketplace.

For this philosophy to work, a few things have to happen:

• There must be shared buy-in.
• Departments must be aligned.
• Everyone has to understand the underlying vision.
• Great, quality-driven content needs to be produced through text, audio, video, and other media.

But after all of this is done, it’s critical that a business can answer the following question: But did it make us any money?

If your organization is going to spend the time, resources, and money needed to make content marketing and They Ask, You Answer work, there absolutely should be an ongoing understanding of the company’s return on investment (ROI).

And in case you hadn’t noticed, the principle of showing ROI has been a major part of this book and the case studies herein.

Whether it was the “How Much Does a Fiberglass Pool Cost?” article that generated more $6 million in revenue for River Pools, or Krista’s statement of “$20 million in additional revenue” with Block Imaging — the numbers have been a major part of the discussion, as well they should be.

You see, the fact is, as businesses, we must make money.

And then we must turn a profit.

All this They Ask, You Answer stuff is nice, ...