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Using the Internet to Grow Your Business

Using the Internet to Grow Your Business. Dan Martello Director, Business Development - Fathom. John Wanamaker U.S. department s tore merchant 1838 - 1922. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.”. Not an online catalog ….

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Using the Internet to Grow Your Business

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  1. Using the Internet to Grow Your Business Dan Martello Director, Business Development - Fathom

  2. John Wanamaker U.S. department store merchant 1838 - 1922 “Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

  3. Not an online catalog … • 24/7 salesman • Right message, right time • Lower costs, more revenue

  4. Activating your 24/7 salesman Business Objective Strategy Customer Intent Research Awareness Acquire Consider Differentiate Convert Engage Commit Nurture

  5. Can customers find you? Research 10,100,00 Search Results 22,000 Monthly Searches 93% of business buyers utilize search marketing to initiate the buying process

  6. Why are you better? • Product advantages • Customer success • Thought leadership Consider 100% of B2B buyers indicated they had read company Web content when evaluating a potential purchase

  7. From consideration to commitment Marketing automation • Right person • Right message • Right time Commit Marketing automation improves pipeline close rates by 25%

  8. Wanamaker’s revenge • Purchase-path metrics • Data-driven execution • Accountable-revenue attribution Acquire Convert Nurture Digital marketing campaigns produce an average return of $10 for every $1 invested

  9. Summary • Activate your 24/7 salesman • Deliver the right message, right time • Generate NEW revenue Marketing that even your CFO would love.

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