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News & analysis on digital marketing & analytics

avatar A Gift That Keeps on Giving

By | December 20, 2013

In the spirit of the holidays, Jay (Fathom’s IT superman) has given the gift of a cloud-based file sharing system to the Sales and Marketing team.  It’s a gift that will keep on giving, as it’s rolled out to the entire company over the next few months. is officially replacing our fileserver, and we’re very excited about it.  It makes downloading documents a much faster process, allows for version control (no more saving over each others’ files permanently!), and enables team members to post comments and get real-time updates when files have been uploaded or changed. … Read the rest


2014 Resolutions: Organizing Your Education Paid Advertising Campaign

By | December 19, 2013

New Year’s Day means new resolutions. We’re all guilty of forgetting these goals almost immediately, so we’ve prepared a cheat sheet to help you with what should be on top of your resolution list: organizing your educational institution’s PPC advertising campaigns according to our best practices.

  • Bid on branded terms: A lot of times people question the value of paying for branded terms. I cannot stress their importance enough – especially in education marketing. If your university is good at what it does (and we assume it is), your local and program competitors will likely be bidding on your terms.
  • Read the rest


Lead to Revenue Management Programs: How to Invest and Select the Right Agency Partners (Forrester Report Review)

By | December 18, 2013

This blog post is not targeted to the Seeking Alpha crowd. It’s written for companies that are evaluating their investment options in a Lead to Revenue Management (L2RM) strategy, a term first coined by Forrester in 2010, categorizing the marketing processes involved from lead generation to sales close.

The program investment required for a proper L2RM strategy is non-trivial. Yet, the gains in sales productivity alone (more qualified, sales-ready leads) are enough to justify the investment.… Read the rest


How to Retain Students with User-Generated Content

By | December 13, 2013

Your college has tried everything from topical first-year writing courses to tutoring centers open all hours of the night. And more students than you care to admit still drop out after that first year. You’re not alone.

An Inside Higher Ed article examining the 12 research-based factors that cause students to drop out notes poor retention rate as one of the most serious problems universities face. While some students genuinely don’t fit the first school they choose, you don’t want them to leave simply because of “disengagement from the university environment” or “impaired self-efficacy and resilience.” Students who aren’t connected can get connected, and those who lose self-assurance can believe in themselves again.… Read the rest


Fathom Core Value Stories: December 2013 Edition

By | December 11, 2013

Every month at company meetings, a handful of Fathomers are recognized in front of the group for extraordinary manifestations of our four core values (“everyone a leader,” “be the consigliere,” “make order from chaos,” “the gun will be there”). This space immortalizes their accomplishments for the world to see. I hereby present the 21st edition of Core Value Stories:

  • Everyone a Leader, Francesca Luppino (pictured, right) — For showing remarkable leadership within the education group.
  • Read the rest

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