Live chat is a widely adopted customer service tool used on tens of thousands of websites, both Ecommerce & Lead-gen. We’ve helped quite a few of our clients implement this functionality on their websites, and have finally decided it’s time to do so on our own! Rather than just implementing this cool tool and reaping the benefits, we wanted to blog about our experience and openly share our successes, opinions & takeaways with you.
Welcome to Part I: Pre-Chat Jitters.… Read the rest
One of the most powerful attributes of marketing automation software is its ability to segment your audience into highly specific categories based on demographic and behavioral characteristics. As a healthcare organization (say, a hospital system), you can appreciate the diversity in your audience and how in your messaging, one size usually doesn’t fit all. Imagine being able to segment with exact precision (e.g., women over 50 who live in Cuyahoga County who have attended one of your health fairs in the last year) and then set up delivery of messages that apply to this specific audience once they click on a link in your standard health newsletters.… Read the rest
By now, you’ve heard a lot about how Fathom gives back to the community, including through May 3rd’s first annual Nonprofit Marketing Summit. I was incredibly proud of my fellow Fathomites that day for putting in tremendous thought and effort into their presentations, and the way we made online marketing accessible to the non-technical Marketing Directors and Development Directors in attendance. If you haven’t flipped through the slides yet, never fear – I’m going to give you some tangible, quick ways to make a big impact, based on what we reviewed on Friday.… Read the rest
Reporting on campaign ROI (return-on-investment) has traditionally been among the least successfully practiced marketing automation techniques (and at least one survey bears this out … to the tune of 39% “successfully practicing”).
A lack of campaign ROI reporting is generally associated with a lack of “closed-loop reporting,” which connects Web analytics to CRM systems in order to show leads and customers generated from website visitors. Another reason for incomplete ROI reporting is the inability to track multi-touch campaigns, i.e.… Read the rest
The marketing automation train has left the station. Or, more specifically, the marketing automation train is moving full steam ahead. To get a sense of just how much marketing automation is growing, consider some of the following.
IDC predicts that the total market for automating marketing will grow from $3.2 billion in 2010 to $4.8 billion in 2015. Some of the factors influencing its growth are changing buyer behaviors; the emphasis on revenue generation and measurement in the wake of the 2008 recession; and the ease of adoption through the software-as-as-service (SaaS) delivery model (via Marketo).… Read the rest