Fathom

Fathom Core Value Stories: May 2013 Edition

Paul Richlovsky — Thu, 16 May 2013 10:58:21 +0000

Every month at company meetings, a handful of Fathomers are recognized in front of the group 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 18th edition of Core Value Stories:

Everyone a Leader, Melissa Mathews (pictured, right) — For organizing Fathom’s first-ever Nonprofit Marketing Summit.

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Online Reputation Management: What Amy’s Baking Company's Online Disaster Proves

Melissa Mathews — Wed, 15 May 2013 18:58:26 +0000

Warren Buffet said it best, “It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that, you’ll do things differently.” And unfortunately, 5 minutes on the Internet is even more damaging when negativity can go viral in a matter of seconds. Amy’s Baking Company Bakery Boutique & Bistro, a restaurant in Arizona, did not consider how its online reputation can seriously affect its offline reputation. When the company was featured on an episode of Kitchen Nightmares, Gordon Ramsey, the show’s host, stopped working with them because they were considered too difficult to work with.… Read the rest

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Fathom’s Bold Chat Journey: Prepping for Implementation

Jenni Ramminger — Tue, 14 May 2013 17:54:58 +0000

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

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Marketing Automation Tips for Healthcare Systems

Paul Richlovsky — Tue, 14 May 2013 10:29:53 +0000

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

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4 Quick, Effective Ways to Market Your Nonprofit Online Today

Matt Fieldman — Mon, 13 May 2013 17:32:38 +0000

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

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Reporting ROI & Attribution in Marketing Automation

Paul Richlovsky — Fri, 10 May 2013 12:19:58 +0000

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

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Marketing Automation Industry Growth

Paul Richlovsky — Wed, 08 May 2013 10:13:53 +0000

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

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HIPAA Compliance for Digital Marketing Companies

Matt Fieldman — Thu, 02 May 2013 10:52:39 +0000

Here in Cleveland, we have a local pseudo-celebrity named Tim Misny, a personal injury lawyer whose slogan—“Tim Makes Them Pay!”—has gone viral. His bald head and flamboyant lifestyle have brought a sense of fun and humor to an otherwise dismal industry, even inspiring this parody rap video.

When it comes to online healthcare marketing, companies need to approach HIPAA compliance with significant care and due diligence—so they don’t have to be the ones paying at the end.… Read the rest

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Video Marketing in the Education Industry

Abigail Carter — Wed, 01 May 2013 13:07:35 +0000

Online video has grown into a key element for the majority of Internet users. Today’s audience is looking for content that is not only informational, but also engaging. This reins true especially for the younger audience. A recent study, conducted by the National Research Center for College and University Admissions, found that 55% of prospective students have watched videos on a college’s website.

More than 85% of colleges and universities already have a presence on YouTube, which makes it that much more important to stay on top of the growing demand for online video.… Read the rest

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The Efficiency of Marketing Automation

Paul Richlovsky — Mon, 29 Apr 2013 20:57:25 +0000

You may have heard about the power of marketing automation to increase efficiency, but how, exactly, does this happen?

One way this happens, according to Selligent and Lenskold Group, is when a company’s marketing automation provides a single customer view—combining customer interactions, insights and resulting actions—it is more likely to report having a “highly effective and efficient marketing.”

Lenskold Group also reported (emphasis added):

“A relatively obvious but significant finding is that marketers, using integrated marketing automation, are far more capable of measuring and improving lead quality (47% of respondents versus 24% of those that don’t use marketing automation).”

Speaking of lead quality, another obvious sign of efficiency is the ratio of quality leads that marketing delivers to sales.… Read the rest

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