The beauty of Endless Customers is its simplicity. It works in any industry, at any stage of growth, to help businesses create predictable success and lasting loyalty.
When They Ask, You Answer was published in 2017, the book’s core message—answering every customer question with complete transparency—resonated with over 100,000 businesses, proving that trust-driven content could transform industries.
But today’s landscape demands more than just answering questions. With AI making information instantly accessible, businesses must rethink what it truly means to be trusted.
Endless Customers isn’t just an update to They Ask, You Answer—it’s a fundamental shift in how companies must operate in the AI era. The principles remain, but the strategies must be bolder, more ambitious, and deeply focused on standing out in a world where everyone has access to the same information.
When They Ask, You Answer was published in 2017, the book’s core message—answering every customer question with complete transparency—resonated with over 100,000 businesses, proving that trust-driven content could transform industries.
But today’s landscape demands more than just answering questions. With AI making information instantly accessible, businesses must rethink what it truly means to be trusted.
Endless Customers isn’t just an update to They Ask, You Answer—it’s a fundamental shift in how companies must operate in the AI era. The principles remain, but the strategies must be bolder, more ambitious, and deeply focused on standing out in a world where everyone has access to the same information.
These four pillars work together to create trust, attract the right customers, and drive sustainable growth. They’re simple, but incredibly powerful—and most businesses fail to do them better than their competition.
About the Book
Today’s buyers are smarter than ever—and traditional marketing and sales strategies just don’t work like they used to. Expensive ads, agencies, and outdated strategies aren’t enough to earn trust or drive long-term growth.
In Endless Customers, Marcus Sheridan shares the proven system that businesses around the world are using to build trust, attract the right buyers, and create consistent, sustainable revenue. This book will show you how to:
Packed with real-world examples, actionable insights, and practical exercises, Endless Customers is more than just a book—it’s a blueprint for growth. Whether you’re a CEO, business owner, or sales and marketing leader, this book will help you create a business that stands out, earns trust, and brings in customers again and again.
About the Book
Today’s buyers are smarter than ever—and traditional marketing and sales strategies just don’t work like they used to. Expensive ads, agencies, and outdated strategies aren’t enough to earn trust or drive long-term growth.
In Endless Customers, Marcus Sheridan shares the proven system that businesses around the world are using to build trust, attract the right buyers, and create consistent, sustainable revenue. This book will show you how to:
Packed with real-world examples, actionable insights, and practical exercises, Endless Customers is more than just a book—it’s a blueprint for growth. Whether you’re a CEO, business owner, or sales and marketing leader, this book will help you create a business that stands out, earns trust, and brings in customers again and again.
Anyone can understand it, apply it, and achieve extraordinary results with it. We’ve seen it work countless times across industries, sectors, and niches—globally and at every stage of business growth.
By openly answering your customers’ questions, you’ll be seen as the voice of trust and authority in your industry.
Your marketing and sales efforts will be unified, with common goals and objectives.
Using the right content in the sales process gives you better fit, ready-to-buy customers.
Discover The 4 Pillars of a Known and Trusted Brand and why the competition for trust is the real battle.
Learn to utilize content effectively in the sales process, from prospecting to closing, yielding better-educated prospects.
A well-trained in-house content team is faster, less expensive, and better aligned with your organization’s needs.
By combining marketing and sales teams into a single team, you’ll unite around what really matters: bringing in revenue.
Your content has to be well-organized on your website so that visitors can quickly find what they’re looking for.
The seven types of videos that help customers build a relationship with your brand before contacting your sales team.
From 1-1 video prospecting to sales call best practices, your team will flourish in a video-first business world.
Make buying from you easy with chat, scheduling tools, and more touchless customer experiences.
Unite your business around shared goals and core strategy so you can finally replace frustration with teamwork.
Don’t just pay for the CRM platform, equip your whole team to use it correctly, end to end.
The 4 Pillars of a Known and Trusted Brand are the foundation of Endless Customers, all working together to earn trust and position your company as the go-to leader in your market.
Here are the four pillars:
On the surface, these pillars likely look like simple, common sense. And the truth is—they are.
But can you honestly say that your company or organization is consistently doing all four of these things better than 95% of your competitors? I’ve posed this question to thousands of audiences, clients, and community members around the world, and fewer than 1% of them can confidently say they are.
Most companies practicing content marketing believe all they need to do is publish their content on their website to truly achieve the traffic, leads, and sales results they’re looking for. Yes, publishing content on your website in a way that is easy to find is a critical component of any successful inbound marketing strategy.
Unfortunately, this passive “if you build it, they will come” mentality is flawed. Publishing your content on your website is only the beginning.
One of the most powerful (and immediately profitable) ways to leverage your content is throughout the sales process with a time-tested technique called “assignment selling.” You see, even the most seasoned sales professionals often find themselves answering the same “frequently asked questions” during their initial discovery calls and interactions with prospects.
Rather than focusing those initial conversations on the unique circumstances, goals, and needs of their prospects, they first have to wade through those boilerplate questions around cost, options, problems, and more. Questions where the answers almost never change, no matter who is asking.
By practicing assignment selling – intentionally sharing relevant, educational content about your products or services with prospects in advance of a sales appointment – your ideal buyers will have a large number of those initial questions and concerns satisfied before they ever speak with someone.
In turn, your sales team will be empowered to have more targeted, valuable conversations with more educated prospects much faster, right at the start of the sales process.
That means instead of waiting weeks or months to see your content deliver results, you’ll see an immediate return on those content efforts with assignment selling, as it helps your sales team close more deals faster than ever before.
Outsourcing your company’s content creation to a digital marketing agency can seem like a smart solution if you have the desire to hit the ground running with inbound marketing but lack the resources. But entrusting the creation of your content to another company often comes at a cost.
First, your content is the soul of your business. It is virtually impossible for an agency to create content that authentically and accurately captures your brand, your core values, and the depth of your subject matter expertise when they aren’t embedded in your business.
Second, your potential with inbound will always be stunted by the restrictions of your agency relationship. For example, if you see that you need to ramp up content production to get better results, you won’t be able to just do it. You’ll likely need to enter into lengthy conversations and drastically increase your budget.
The key to creating content that stands out from your competitors, truly captures the soul of your business, and gets results is “insourcing” your content production with an in-house content manager.
With an in-house content manager on your team, you’ll have one person in charge of the development, execution, and success of your content program – and that person is fully bought into your vision and the culture of your company.
With an in-house content manager on your team, you’ll never be restricted by agency contract “red tape” to make changes. You can accelerate, pivot, and innovate the moment you make a decision.
With an in-house content manager on your team, the sky’s the limit in your ability to achieve your most aggressive traffic, leads, and sales goals with inbound marketing.
One of the most common barriers to success with inbound marketing companies face is a lack of alignment between their sales and marketing teams.
“Most of the inbound leads we get from marketing aren’t even remotely qualified.”
“We’re driving traffic and leads with the content we’re publishing, but we’re still not seeing the bottom line ROI of those efforts with sales.”
“We keep begging for sales enablement content, and marketing keeps producing content we can’t really use in the sales process.”
“Why can’t sales see that we’re trying to build a healthy funnel of qualified leads? That starts with publishing top-of-the-funnel educational content.”
All too often, however, companies rely upon ineffective “alignment” solutions such as shared KPIs, service level agreements (SLAs), or recurring sales and marketing meetings to bridge the gap – band-aid solutions that may provide a few “quick wins,” but will never truly unite sales and marketing as a cohesive whole in a lasting or meaningful way.
The most effective strategy to align your sales and marketing is through the formation of a revenue team. A revenue team is made up of key players from your sales and marketing teams, and is centered around their shared goal of increasing revenue through traffic, leads, and sales.
Of course, some people on the team will be more focussed on marketing efforts (e.g. creating content) or sales efforts (e.g. closing deals). But the team acts as one.
Instead of two competing teams with independent priorities, the members of this singular unit work together to achieve their mutual goal of revenue growth through true collaboration, information-sharing, brainstorming, and problem-solving.
“If I were our ideal buyer, would I think it was easy to find the answers and expert insights I need on our website?”
Yes, publishing content on a regular basis that answers the most pressing questions of your ideal buyers is the key to driving true and lasting traffic, leads, and sales growth for your company.
But if that content is buried on your website within complex and confusing navigation menus that make it hard for your website visitors to immediately and intuitively find the content they’re looking for, they will leave your website frustrated (the “F-word” of the internet) and unlikely to return.
That is why you need a learning center on your business website. A learning center is a centralized destination for all of your content (blog articles, videos, premium content offers, case studies, and more) that is clearly organized, easily searchable, and effortlessly sortable by topic.
Organizing and presenting your content in such a user-friendly way will empower your ideal buyers with the autonomy they desperately want, to research the questions and concerns they have without having to talk to someone before they’re ready.
Moreover, a learning center will increase how long your ideal buyers stay on your website, because it’s easier for them to discover more content related to their interests. That means, by the time they decide they are ready to talk to someone in sales, they’ll show up to that first sales conversation as a more educated, better qualified lead.
When it comes to the power of video to drive traffic, leads, and sales, the numbers speak for themselves – 70% of buyers watch a video before making a purchase, and buyers spend 80% more time on a website with video than without.
Unfortunately, too many businesses that see the potential of video to drive results fail to consistently create the seven types of sales and marketing videos that are proven to jumpstart traffic, leads, and sales growth:
Instead, they’ll waste tens of thousands of dollars with outsourced video production agencies on “about our company” videos which rarely, if ever, helps sales to close a single deal faster. As a result, their excitement quickly turns sour. And their investment in video soon feels like a money pit rather than the revenue-generator it should have been.
When your company commits fully to creating The Selling 7 types of sales and marketing videos, it won’t be long before you see dramatically increased website traffic and engagement with your content, accelerated conversions of qualified leads, and an empowered sales team that can close deals faster with more educated prospects.
Prior to 2020, many businesses were still able to hit their revenue targets with more traditional “nose-to-nose, face-to-face” sales practices – business trips, in-person meetings and lunches, proposals delivered to an audience in a conference room, and so on.
Then, the pandemic struck. In its wake, business leaders around the world were forced to innovate new ways to avoid complete catastrophe. And sales teams had no choice but to immediately embrace virtual selling, by transferring their in-person sales conversations, brick-and-mortar purchasing, and on-site showroom experiences into a video environment.
Flash forward to today and there is hope. Social distancing rules are relaxing and travel restrictions are lifting. Life (and business) is returning to normal … with one critical exception.
Virtual selling is here to stay, and your ideal buyers do not want sales processes to go “back to normal.” In fact, according to research from McKinsey, only about 20% of B2B buyers say they want in-person sales to return.
That means in order to succeed and drive the revenue growth you need today, tomorrow, and well into the future, your sales team must be equipped with the digital communication techniques, 1:1 personalized video strategies, virtual sales training, and video selling technology they need to close deals effectively in a virtual, video-first world.
It doesn’t matter what your industry is or what you sell, your ideal buyers today want two things from their purchasing experience:
For example, instead of having to fill out a “contact us” form, a B2B technology buyer would undoubtedly leap at the chance to get an initial idea of what their investment and options might look like using an interactive calculator on a potential vendor’s website.
Alternatively, a serious in-ground pool buyer would certainly favor a builder with a self-configuration tool on their website that allows them to virtually build their own. They would be able to evaluate their options based on their own needs and budget, without the pressure of talking to someone in sales.
Of course, some businesses see this new consumer demand for self-service as a threat that will nullify the role of their sales team. Or worse, they believe these tools diminish what a company provides into a transactional commodity, making it harder to stand out from competitors.
In reality, self-service website tools only enhance your ability to drive growth. They increase qualified lead conversions and empower buyers to do even more research on their own, nurturing them down the sales funnel faster. Also, bad-fit prospects will take themselves out of the running, instead of wasting your sales team’s time.
As a result, your sales conversations become immediately more effective (and more focused on good-fit prospects), which means you’ll close more deals faster.
The companies that have seen remarkable success with a They Ask, You Answer approach to inbound marketing all have one thing in common.
They understood that their long-term success with inbound would require a cultural change within their companies. A culture in which everyone was unified around the singular vision of establishing themselves as the #1 teacher in their space, so they could meet and exceed their most aggressive traffic, leads, and sales goals.
But a cultural shift of that magnitude, where you’re able to ignite genuine excitement and alignment among your sales and marketing teams doesn’t happen overnight. It doesn’t happen with a single company-wide email or an announcement at an all-hands meeting.
The way you empower your sales and marketing teams to catch the vision of what’s possible with inbound is by bringing them together for a workshop that walks them through the eight essential principles of what you are embracing:
When you set the conditions in this way for your sales and marketing teams to clearly understand the what, how, and why of inbound, you will create the foundation for a new, lasting culture and pave the way for exceptional results.
It’s a tale as old as time. A business gets excited about the prospect of inbound marketing to drive traffic, leads, and sales. Soon, they’re a flurry of activity – writing blog articles, standing up landing pages, publishing premium content offers, and maybe even dabbling in video.
Initially, everyone is excited about what’s possible and the promise of inbound.
But then, as the weeks and months roll by, doubt creeps in …
“I don’t know how to clearly prove the ROI of our inbound marketing.”
“We know our content is driving traffic, but we don’t know if it’s impacting revenue.”
“Our leadership and sales teams don’t see the value of the content we’re producing.”
If your organization is going to invest the time, resources, and money needed to make inbound and creating content work, you must also invest in the right technology. Only with seamlessly integrated marketing automation and CRM platforms (like HubSpot) will you be able to:
Adoption of the right marketing and sales technology is often the critical differentiator between companies that see success with inbound marketing and those that don’t.
The Great Recession was spreading, and buyers were getting nervous. With mounting cancellations, his pool business, seemed like it wasn’t going to make it. But Marcus had heard about inbound marketing, and he decided to take matters into his own hands. He set out to answer customer questions — openly and honestly — on his company website.
The book's message—a radical commitment to answering (online) every single customer question with unprecedented honesty—resonated far beyond what I could have imagined, touching more than 100,000 businesses worldwide.
The book's message—a radical commitment to answering (online) every single customer question with unprecedented honesty—resonated far beyond what I could have imagined, touching more than 100,000 businesses worldwide.
Endless Customers isn’t just an evolution of They Ask, You Answer—it's a complete reimagining of what it means to build trust and attract customers in the AI era. While the core philosophy remains the same—an obsession with understanding and serving your buyer—the methods, strategies, and thinking must be exponentially more ambitious.
This book introduces a proven system that transcends platforms, technologies, and trends.