Using the Internet to Grow Your BusinessDan Martello

Director, Business Development - Fathom

2

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

John WanamakerU.S. department store merchant 1838 - 1922

3Not an online catalog …

• 24/7 salesman• Right message, right time• Lower costs, more revenue

Activating your 24/7 salesman 4

Business Objective Strategy Customer Intent

AwarenessAcquire

Research

Differentiate

Engage

Convert

Nurture

Consider

Commit

5Can customers find you?

93% of business buyers utilize search marketing to initiate the buying process

Research10,100,00 Search Results22,000 Monthly Searches

6Why are you better?• Product advantages• Customer success• Thought leadership

100% of B2B buyers indicated they had read company Web content

when evaluating a potential purchase

Consider

7From consideration to commitmentMarketing automation• Right person• Right message• Right time

Marketing automation improves pipeline close

rates by 25%

Commit

8Wanamaker’s revenge

• Purchase-path metrics• Data-driven execution• Accountable-revenue attribution

Digital marketing campaigns produce an average return

of $10 for every $1 invested

Acquire

Convert

Nurture

9Summary

Marketing that even your CFO would love.

• Activate your 24/7 salesman• Deliver the right message, right time• Generate NEW revenue