Using the Internet to Grow Your Business Dan Martello Director, Business Development - Fathom.

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Presentation transcript:

Using the Internet to Grow Your Business Dan Martello Director, Business Development - Fathom

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” 2 John Wanamaker U.S. department store merchant

Not an online catalog … 24/7 salesman Right message, right time Lower costs, more revenue 3

Activating your 24/7 salesman 4 Business ObjectiveStrategyCustomer Intent Awareness Acquire Research Differentiate Engage Convert Nurture Consider Commit

Can customers find you? 5 93% of business buyers utilize search marketing to initiate the buying process Research 10,100,00 Search Results 22,000 Monthly Searches

Why are you better? Product advantages Customer success Thought leadership 6 100% of B2B buyers indicated they had read company Web content when evaluating a potential purchase Consider

From consideration to commitment Marketing automation Right person Right message Right time 7 Marketing automation improves pipeline close rates by 25% Commit

Wanamaker’s revenge Purchase-path metrics Data-driven execution Accountable-revenue attribution 8 Digital marketing campaigns produce an average return of $10 for every $1 invested Acquire Convert Nurture

Summary Marketing that even your CFO would love. 9 Activate your 24/7 salesman Deliver the right message, right time Generate NEW revenue