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Fathom's Blog

A Sales Acceleration & Digital Marketing Blog


Sales Advice Translated for Marketers

By | February 3, 2014

Everyone says knows we live in a buyers’ world. It’s true. You don’t need me to tell you that. But what does “living in a buyers’ world” actually mean to salespeople and marketers?

To start, it means speaking your customers’ language and relating to their feelings. The more your marketing language sounds like them (and less like you, i.e., corporate), the more likely you are to build the trust necessary to create a transaction.

Living in a buyer’s world, however, does not mean avoiding a “closing” mentality.… Read the rest


How & Why to Use Testimonials in Higher-Ed Marketing

By | January 30, 2014

When students face the decision of which school to attend, they not only require more information than needed for lesser decisions. They also often conform to others’ opinions. It’s a big decision that involves big research. And adolescents tend to look to their peers for cues concerning the correct decision. Adolescents are especially actively seeking social proof to assist them in decision-making.

Higher ed marketing professionals can help connect prospective students with the confirmation they require to find the right school.… Read the rest


Fathom Core Value Stories: January 2014 Edition

By | January 28, 2014

CEO Scot Lowry congratulating some winners.

At every company-wide meeting, a handful of Fathomers are formally recognized 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 22nd edition of Core Value Stories:

  • Everyone a Leader, Megan Stinn — For juggling numerous different jobs every day (e.g., email, social media, content, SEO, blogger outreach, etc.) and launching our first marketing automation campaign in the healthcare space.
Read the rest

Content Marketing vs. Content Strategy

By | January 27, 2014

At the risk of getting Inside Baseball on you, I want to call out something first brought to my attention in the most recent episode of “PNR: This Old Marketing.” That something is a debate by the show’s hosts Joe Pulizzi and Robert Rose over the meanings of “content marketing” vs. “content strategy,” inspired by the use of these terms in a new free online class from Northwestern University on content strategy.

Sadly, the Northwestern class, like too many people in my profession, uses the terms interchangeably.… Read the rest


Social Retargeting Options

By | January 22, 2014

Social networks are being used all the time. Obvi! Heck, I am using them right now! With that, social retargeting is such an amazing advertising tool to reach your customers where they are spending most of their time. So the question is, What is out there for me to try and capture my audience?

Facebook Retargeting Options

Custom Audiences: upload a list of phone numbers, emails, mobile advertiser ID’s, and Facebook user ID’s into Facebook.

Also, a few months back, Facebook partnered with MailChimp to allow you to upload your list to Facebook to use as a Custom Audience list.… Read the rest

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