Transcript Document

Using the Internet to Grow Your Business
Dan Martello
Director, Business Development - Fathom
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John Wanamaker
U.S. department store merchant
1838 - 1922
“Half the money I spend on advertising
is wasted; the trouble is I don't know
which half.”
Not an online catalog …
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24/7 salesman
Right message, right time
Lower costs, more revenue
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Activating your 24/7 salesman
Business Objective
Awareness
Differentiate
Engage
Strategy
Acquire
Convert
Nurture
Customer Intent
Research
Consider
Commit
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Can customers find you?
10,100,00 Search Results
22,000 Monthly Searches
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Research
93% of business
buyers utilize search
marketing to initiate
the buying process
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Why are you better?
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Product advantages
Customer success
Thought leadership
Consider
100% of B2B buyers
indicated they had read
company Web content
when evaluating a
potential purchase
From consideration to commitment
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Marketing automation
• Right person
• Right message
• Right time
Commit
Marketing automation
improves pipeline close
rates by 25%
Wanamaker’s revenge
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Purchase-path metrics
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Data-driven execution
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Accountable-revenue attribution
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Acquire
Convert
Nurture
Digital marketing campaigns
produce an average return
of $10 for every $1 invested
Summary
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Activate your 24/7 salesman
Deliver the right message, right time
Generate NEW revenue
Marketing that even your CFO would love.
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