IMPACT+

Every few weeks, another video claims AI can build an entire website in minutes. Watching those demos, it's easy to wonder: Are web developers about to become obsolete? I've been asking myself that same question. Over the past several weeks, I've been experimenting with using AI to vibe code IMPACT's website, along with the tools and features that make it useful for buyers.

HubSpot can transform the way your business sells and markets, but plenty of companies invest in the platform without ever seeing the return they expected. The portal gets set up, the subscription renews each month, and the team eventually falls back into old habits. So what separates the businesses that win with HubSpot from the ones that let it gather dust? A lot of it comes down to one decision made early in the process.

If a buyer asks ChatGPT, Google, Gemini, or another AI tool for the best company to solve their problem, will your business show up? That is the big question behind this episode of the Endless Customers podcast. In this live reaction episode, Stephanie Baiocchi, Director of Membership and Events at IMPACT, watches and reacts to Marcus Sheridan’s Endless Customers Live session, “13 Trust Signals Reshaping Human and AI Visibility in 2026 and Beyond.” The topic sounds technical at first.

Alternating between training sessions (where we introduce a concept, walk through the tools and explain the reasoning) and review sessions (where we work through what your team implemented, troubleshoot issues, and move forward. After each training call, your team applies what was covered directly to your own website. We review that work before the next call and provide detailed feedback. Progress in this program depends on doing the work between sessions. That’s where the site actually improves.

Get more from every dollar you spend on ads. Swell is IMPACT's paid media division and works with companies in two ways. We either manage your paid campaigns directly, or we train your team to manage or improve in-house. Either way, the goal is the same: ads that are accountable to your business goals, not just to clicks and impressions.

The TRUST Theme is a premium HubSpot website theme built by IMPACT, designed to give marketers full control over their website without needing a developer. Every decision was informed by 400+ HubSpot websites, distilled into a system that's flexible enough to grow with you and simple enough to use on day one. This page covers what's included with the theme, who it's built for, pricing, and how it works.

Google recently announced what it calls the biggest change to search in more than 25 years. That should get every business owner's attention. For decades, the formula was relatively simple. Someone had a question, they searched Google, clicked a few links, visited some websites, and eventually found an answer. That behavior is disappearing. Today, buyers are increasingly turning to AI-powered search experiences that give them answers immediately.

When most businesses think about pricing, they think about numbers. When Adoption & Beyond thinks about pricing, they think about trust. That distinction sat at the center of my conversation with Steffany Aye, founder and director of Adoption & Beyond. Over the past 28 years, Steffany and her team have helped more than 7,000 families navigate one of the most emotional decisions they'll ever make: adoption.

One thing I've noticed lately is that a lot of businesses genuinely believe they're creating helpful content. They're answering buyer questions. They're publishing articles. They're trying to educate prospects. Yet when you read the content, it still feels like a sales pitch. The intention is good. The outcome is something completely different. Buyers today are incredibly good at spotting promotional language. The moment content feels self-serving, trust starts to disappear.

What CSI Accounting and Payroll is doing with content is something most accounting firms would never attempt. They name their competitors by name. Not just any competitors. The biggest, well-known names in their market. They call out companies like ADP, Paychex, and 1-800Accountant and ask them hard questions on camera. They talk about data security in a way that makes people uncomfortable, on purpose. And it's working.