Who they are
Marcus Sheridan saved his pool company during the 2008 recession by doing something radical: he answered every question his customers actually asked — about price, about competitors, about problems — on his own website. That playbook became the book "They Ask, You Answer" and the template for modern B2B content marketing. For a founder-CEO whose distribution weakness is "not enough people trust us yet," Sheridan's discipline is one of the highest-ROI bets available.
Core Ideas
- They Ask, You Answer — publish answers to every buyer question, honestly
- Price transparency as a trust weapon
- Content as a sales asset — a sales rep who's already done the first meeting for you
Related
- Krista Kotrla — case study in the same methodology
- Justin Mares — complementary distribution discipline