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Fathom's Blog

A Sales Acceleration & Digital Marketing Blog


6 Reports, Alerts & Strategies for Increasing Sales & Marketing Productivity

By | July 2, 2014

Chances are if you’re reading this blog, you’re in charge of leads for your company. If you’re on the marketing team, you’re likely responsible for delivering quality inbound leads to your sales team. If you’re on the sales team, you’re accountable for new business – and probably don’t care where the leads are coming from as long as they’re hot! If you’ve identified yourself in either of these roles, read on – this blog is for you, and you won’t be disappointed by the tips I’m about to give you.… Read the rest


Feel the Need. The Need for Speed.

By | July 1, 2014

Fans of classic 80′s movies will recognize the quote “I feel the need. The need for speed!” as the rally cry of Maverick in Top Gun. He was a hot-shot fighter pilot, but if you care about the success of your B2B web presence you also should feel the need for speed. 

In a recent Q&A at the SMX Advanced conference Matt Cutts from Google made a deliberate point to say “You really need to be thinking about mobile.… Read the rest


Content Strategy, ROI & Staffing: Is Your Marketing Job Secure?

By | June 30, 2014

A recent report from The Creative Group shows 73% of U.S. advertising/marketing executives say their organizations plan to maintain their current staffing levels in the 2nd half of 2014. Alternative plans for the 2nd half of 2014 include:

  • 12%: Expand staff
  • 12%: Freeze hiring
  • 3%: Reduce staff

First, let’s note that if only 3% plan on cutting staff, that’s good news for marketers everywhere … assuming they’re doing their jobs well. And the fact that almost three-fourths of these execs want to maintain the status quo, in addition to 12% expanding, is very favorable news overall.… Read the rest


Canada’s Anti-Spam Legislation (CASL): What You Need to Know

By | June 30, 2014

If your current send list includes recipients in Canada, the new anti-spam legislation (taking effect tomorrow) is something you’ll want to become familiar with. Companies who knowingly mislead recipients with false sender information could be looking at pricey fines in the millions and even criminal charges.

The consent to send emails can basically be divided into the 3 categories outlined below.

1. Does not require consent. This is the case if:

  • The recipient requested a quote or estimate.
Read the rest

6 Steps to Set Your B2B Content on Fire (& Keep it Ablaze)

By | June 27, 2014

You spend a good chunk of time creating a fantastic piece of content for your B2B audience. You publish it, tweet it out and post it on LinkedIn. It gets some initial views, then fizzles out within days.

Does this sound familiar to you?

Creating and publishing B2B content that flares so bright it continuously catches eyes can be a challenge if you’re not taking the right steps. Don’t let any piece of content go to waste before it reaches its full potential.… Read the rest

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