With all of the new sales and marketing technology solutions, obtaining analytics, reporting and key metrics for senior management often becomes cumbersome and sometimes impossible. When we work with clients (and even internally together), it is a common misunderstanding that the data is non-existent or inaccessible. The answer lies in knowing what to ask, using the appropriate tools, and becoming familiar with the high-level categories of analytics that exist for most sales and marketing teams.
At Fathom, we typically refer to 4 impactful metrics for sales and marketing teams:
Let’s define each metric conceptually:
- Marketing Prospects
These are marketing leads that are not ready for sales.
… Read the rest
Welcome to the weekly Consumer Brand pulse, where we keep you updated on what’s going on in the world of SEO! Our goal is to stay on top of any new strategies and changes to make sure we are constantly using the best on-site and off-site SEO methods. This week, we found out there could be more Quality Updates on the way as well as how to deal with some of the most annoying SEO factors.… Read the rest
85% of B2B marketers using marketing automation platforms don’t believe they are using them to their full potential.
Pardot, a B2B marketing automation platform by Salesforce, is rated highly for usability and setup when compared to its competitors Marketo, Oracle Eloqua and Act-On on G2Crowd. However, as with any other marketing automation software, Pardot can be complicated for the best marketing user. Get the most out of your Pardot instance with these 5 tips:
- Expand on your drips without overcomplicating: You might have focused on one or two drips already, but to expand your reach make sure you are messaging prospects throughout the entire customer lifecycle.
… Read the rest
Welcome to the weekly Consumer Brand pulse, where we keep you updated on what’s going on in the world of SEO! Our goal is to stay on top of any new strategies and changes to make sure we are constantly using the best on-site and off-site SEO methods. It’s been a week of algorithm updates and announcements. Google confirms it made a “Quality Update” and Bing will soon roll out its own mobile ranking algorithm.
“The Quality Update: Google Confirms Changing How Quality Is Assessed, Resulting In Rankings Shake-Up”
For the past few weeks, we have noticed major rank changes across most of our clients, and we weren’t the only ones.… Read the rest
In the age of content marketing, adapting the mindset of the publisher is paramount for businesses who want to give buyers a reason to choose them over the competition … and stay loyal. And therein lies the key word: Loyalty. You might get a customer, but to keep that customer, you want to be consistently delighting them with positive experiences. New stimulation is what keeps their brains hooked … tomorrow’s edition, the next issue. Yesterday’s news is, after all, yesterday’s news.… Read the rest