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How One Company Turned They Ask, You Answer into $20M+ Results

Published on April 25th, 2019

After learning the principles of They Ask, You Answer during an event with author Marcus Sheridan, CEO Tony Mazzella felt confident Mazzella Companies — one of the largest independently owned companies in the overhead lifting and rigging space — could overcome their most pressing marketing and sales challenges. He took action quickly:

“I felt a lot of excitement talking with Marcus and decided to initiate They Ask, You Answer right away. We hired a content manager and videographer within a few weeks and started training with Marcus and IMPACT in June 2017.”

Within a few short months of Tony and his team making that commitment to being the best teachers in their industry—producing between two and three articles per week, as well as at least two videos per week—the incredible results started rolling in for Mazzella.

When Mazzella first began publishing content, their website was getting around 5,500 visits per month and was ranking for 2,683 keywords with 174 of those keywords ranking on the first page.

Focusing on The Big 5 — the 5 content elements that are essential to driving leads and sales — the team at Mazzella quickly found their content ranking on the first page of search results.

In fact, so few of their competitors were creating content for their industry, one of the first articles they ever published—“How Much Does an Overhead Crane Cost?”—ranked No. 1 for the relevant keyword on Google in a week’s time.

In creating high-quality content that answered the most pressing questions of their buyers, Mazzella was able to stand out in an industry of “ostriches.”

By October of the same year—only months into their journey with They Ask, You Answer—they began to see more substantive, far-reaching results. Their website traffic had jumped by 27 percent, and they also saw significant gains in lead generation.

Upon seeing what was possible, Tony scaled up their commitment to They Ask, You Answer.

He hired another full-time content manager and videographer, with the direction to go “full steam ahead” with Mazzella’s architectural metals division, Sheffield Metals.

The Results

In addition to a 600-percent increase in website traffic and a 650-percent increase in leads generated on a monthly basis, Sheffield Metals International Vice President, Adam Mazzella, explained that Mazzella’s commitment to the principles of They Ask, You Answer has also resulted in remarkable revenue growth for the business:

“In the 18 months since starting They Ask, You Answer as our company’s philosophy, our sales revenues are up by almost $20 million. We attribute They Ask, You Answer as the primary methodology for how we’re driving our marketing, which then translates to how we’re driving our sales process.”

As for Tony, he is humble in the framing of his company’s successes with They Ask, You Answer:

“Being able to share our knowledge and expertise with our industry and get the recognition as a thought leader, that’s the greatest achievement. Overall, it’s been a tremendous morale boost to the sales team, marketing team, and the company in general.”

Learn the Exact Playbook Mazzella Companies Followed at IMPACT Live 2019

At IMPACT Live, Marcus Sheridan will be facilitating 2 days full of They Ask, You Answer–driven sessions. Along with other notable industry leaders, Marcus will walk through exactly how to develop content that drives revenue and deep dive into playbooks, activities, and pro-tips that will have you finally seeing the ROI you’ve been working for.

You’ll learn the digital marketing and sales playbook that the most successful companies like Mazzella use to drive significant revenue growth and become true inbound organizations.

IMPACT Live 2019