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A Sales Acceleration & Digital Marketing Blog


Laws of Marketing Power: Despise the Free Lunch

By | September 22, 2014

“There is no cutting corners with excellence.”

–Robert Greene, The 48 Laws of Power

Greene’s Law 40 is fun to consider because it seems to run counter to marketing wisdom of the ages: Everybody loves ‘free.’ Why should we marketers “despise the free lunch”—how does this law apply to us? As hard as it may be to believe, the concept of AWESOME FREE STUFF starts to break down in light of what is truly valuable to your customers (think long-term, sustainable value).… Read the rest


3 Takeaways for B2B Marketers from Content Marketing World

By | September 18, 2014

Last week I had the pleasure of attending a portion of Content Marketing World, held right here in Cleveland. I went with the intention to soak up as much knowledge as I could about B2B content marketing, and I definitely accomplished that mission. After pouring through the notes I took during the B2B track sessions I attended, I noticed some common themes.

1. Be an expert

One of the sessions I attended, “Implementing a B2B Content Marketing Strategy from Scratch,” talked about Symrise’s content marketing quest to be seen as a thought leader in their industry.… Read the rest


Generous Giving on the Green at the Fathom Education Golf Outing

By | September 17, 2014

Fathom Education is proud to announce that the first annual Giving on the Green charity golf outing raised nearly $3,000! Fifty-five people participated in the event, which was held at Mallard Creek Golf Club  in Columbia Station, Ohio on Saturday, August 22nd. All of the proceeds from the outing will go to two non-profit organizations, Mary’s Meals and Open Doors Academy.

Brittany Amato hands baskets to the winners.

Giving on the Green was the first public event reflecting Fathom Education’s recent efforts to nurture a culture of giving.… Read the rest


Laws of Marketing Power: Create Compelling Spectacles

By | September 15, 2014

“People love what is grand, spectacular and larger than life.”

–Robert Greene, The 48 Laws of Power

Greene’s Law 37—”Create compelling spectacles”—is a great marketing companion to Law 6 (“Court attention at all costs“). With buyer attention being such a prized object for marketers, these two laws combined may be the most important for marketing power. Considered together, they represent the primary need for visibility and engagement with customers. Before anything else, we need to capture our audience’s attention—you can’t buy what you don’t know about.… Read the rest


What I Learned by Monitoring Competitors in Higher Education

By | September 12, 2014

My post, below, was also published by The Search Monitor on September 4, 2014.

When it comes to paid search, every college and university wants the same thing: more leads at a lower cost per lead. Although competitor monitoring is one small piece to the puzzle, it’s an aspect of paid search that will help you increase your market share. During the peak season, we do a lot of competitor monitoring. Below are 5 things I’ve learned from The Search Monitor (TSM) to help increase leads and decrease cost per leads during this time.… Read the rest

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