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Fathom's Blog

A Sales Acceleration & Digital Marketing Blog


Why Everybody Should Master the Art of Selling [BOOK REVIEW]

By | May 4, 2015

Tom Hopkins’ classic How To Master the Art of Selling, widely considered a Bible of sales literature, distills the knowledge and philosophy of champion sellers. I choose the word champion deliberately because he alludes to it frequently (with capitalization). Champions are the exceptional few who by his definition are in the top 5% of salespeople and employ his techniques.

What’s striking about this book is that while the original publication date was 1982 and the most recent update is 2005, its essential principles still apply today.… Read the rest


Appreciative Inquiry Summit, 1 Week Out: Riding the Purpose Train

By | May 1, 2015

One week after this organization left an appreciative inquiry summit with burning passion, I’ve checked on the status of Fathom’s many visions for the future that came out of it. I’m pleased to report things are in full swing. Groups have been reassembling. Tasks and responsibilities are being assigned. Emails and prototypes are flying around. Purpose is in the air.

Another exciting development is that NE Ohio is jumping on the purpose train. By sheer coincidence, on Wednesday of this week, many area leaders (Fathom CEO Scot Lowry among them) convened at Case Western Reserve’s BVU Center for Nonprofit Excellence to listen to Imperative CEO Aaron Hurst and talk about their own blueprints for creating more purpose within their organizations, both at the individual and corporate levels.… Read the rest


Technology Marketing Strategies: Taking Risks & Losing Fast is Better than Taking It Slow & Missing Opportunities

By | May 1, 2015

The Software as a Service (SaaS) technology industry is a constantly evolving beast:

  • New players jump into the fray as each moment passes.
  • EVERYONE is being innovative at a rapid rate.
  • Competitors are always on the offensive.
  • Reaction time needs to be quick to seize opportunities before someone else.

Now, when you ask any traditional digital marketers how to build a strategy, they will likely say you need to really learn your audience first, see it from their perspective, and think about how your prospects are driven to make decisions.… Read the rest


Affordable PPC Avenues for Marketing a Law Firm

By | April 30, 2015

Traditional PPC advertising in Google and Bing can be tricky for lawyers and law firm marketing. Not only are the keywords in the legal industry extremely expensive but they are also extremely competitive as well. This is not to mention that both Google and Bing have their own advertising policies which can limit your PPC strategies.  If you don’t have the budget to spend hundreds of thousands—if not millions!—each year, don’t fret.  There are other avenues to turn to that can be even more effective and can help you stand apart in this competitive landscape.… Read the rest


Consumer Brand SEO Pulse: 4.30.15

By | April 30, 2015

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. The mobile update is past us… what now? It’s a good time to start focusing on local optimization and new types of content.

“Jump-Start Your Video Optimization and Promotion”

Videos can be valuable pieces of content and Google looks at them much like any other copy on a page.… Read the rest

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