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

2. “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 1838 - 1922

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

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

5. 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

6. 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

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

8. 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

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