Ignite | A B2B Marketing Blog

You need to evaluate your current sales and marketing structure. It could be costing you millions.

By Will Riley | May 29, 2018

Every organization has a sales funnel. From startup to IPO, you have a way of selling to potential and current customers. Are you hitting all your goals? Is your budget generating the right number of leads? The process for converting a lead into a customer is a mystery to most organizations. As we mentioned before, we took years in developing our strategy to accurately reflect how people think. We love the brain and people and decision-making. Modeling our process from the research done by scholars James O. Prochaska and Carlo Di Clemente, we designed not only a process for how prospects buy but an analysis to evaluate your current marketing tactics, guide you in creating the right content, resource your sales team and create a unique process that best suits your needs.


Posted in: Inbound Marketing

Understand where a prospect is in the sales cycle to increase your close rate.

By Will Riley | May 15, 2018

Answering the question, “what stage are your prospects in?” will radically change how you sell and market.


Posted in: Inbound Marketing

Understanding your prospects will increase your sales.

By Will Riley | May 01, 2018

What’s the last item you purchased? Go to your Amazon orders and look. For me, it was a pair of gym socks. Who says you need to start back in the gym at the beginning of the new year? Better now than never. Maybe you ordered a business book, kitchen supplies or whatever you didn’t want to leave your house for. Regardless of the product, we all made conscience decisions along the way. Now, what about for your business? Think about the last service you paid for. Did you just invest in Zendesk, upgrade your Slack account or hire an agency to redesign your website? Same thing. You went through a process before making that purchase.


Posted in: Inbound Marketing

Wake the Dead Testimonial: How We Turned a Dead Contact List Into $800,000 in Net New Revenue

By Will Riley | April 02, 2018


FitzMartin has been working with Occupational Health Dynamics (OHD) since 2015.  A leader in the occ health industry, OHD provides law, fire, industrial and occ health industries with fit testing devices.  OHD had a large database of contacts that no one was actively following up on, generated from trade shows, referrals and marketing over the years. As we got OHD up and running in HubSpot, we didn’t want to upload the entire database without knowing if these contacts were still valid, or in simpler terms, marketing to a dead list. So our challenge was to find a way to validate and confirm the list.


Posted in: Inbound Marketing

The Consumer Decision Journey: An Overview

By Sarah Grace McDuff | March 22, 2017

The way customers are buying is evolving, and the savy marketer knows that the best way to convert sales is to play by customers' rules: follow their journey to purchasing. The Consumer Decision Journey is made up of the six stages that potential customers experience throughout the process of buying. Knowing each of these stages allows your sales and marketing team to provide the right content at the right time to more effectively convert sales and help consumers who would benefit from your business. We've created an infographic that provides a clear and simple outline of the Consumer Decision Journey and the touchpoints where you can make the largest impact. Check it out below!


Posted in: Inbound Marketing

Account Service Intern, Summer 2016

By Lauren Litchfield | April 07, 2016

Position Title: Account Service Intern, Summer 2016

Position Type: Internship

Location: Birmingham, AL

Salary: Paid, Non-Exempt, Temporary

Hours: 25 hours minimum availability is required (M-F, between 8-5pm)

Contact: Anna Svarney (anna@fitzmartin.com). Please send a resume and a one-page cover letter, along with start-end dates and weekly availability to anna@fitzmartin.com. In your cover letter, please give us two reasons why you’re perfect for this job and two reasons why this job is perfect for you.



Posted in: Digital Marketing, Inbound Marketing, B2B Sales, B2B Marketing, Consulting, hiring, internship, marketing, intern

Mobile marketing. It’s a tricky world in that it looks easy and is accessible to everyone.

By Sean Doyle | April 27, 2015

Mobile marketing. It’s a tricky world in that it looks easy and is accessible to everyone. I roll my eyes when I see the internet marketing ads that promise a small company it can just built a simple website and buy ad words with success chasing on its heels. Yes, it is a powerful tool. No, it’s not easy as just buying some ads and keyword terms. Same goes for Linked in ads: Easy to buy. Not easy to get results.

Hiring the right partner is also relatively simple in theory, less so in practice. Ask a firm or person who you think might be able to help you to send one thing, a report.You need to see how...


Posted in: Digital Marketing, Inbound Marketing, B2B Sales

Top 9 Research Resources for Digital Marketers

By Lori Sullivan | February 04, 2015

If you are a digital marketer, then chances are you’ve found the vital need to become a good – no, an excellent – researcher. Sure, you know how to dig into pay-per-click conversion data, analyze website analytics until you go cross-eyed and do some mean calculations to determine bottom-line ROI, but a digital marketer’s job doesn’t stop there. 

As digital marketers, we have to place a huge emphasis on ongoing research. Ongoing is the keyword here. This research is a key job duty for anyone in the digital marketing world. Our digital marketplace changes every day, and we have to consistently learn and adapt to keep up with trends, updates and new developments in an effort to push forward and drive success. 


Posted in: SEO, Pay Per Click, Digital Marketing, Inbound Marketing, B2B Sales, B2B Marketing, Social Media

Using Social Media to Drive Lead Generation

By Lori Sullivan | December 04, 2014

There are countless motivations behind using social media for business. It’s a great way to connect directly with customers and prospects. It’s an excellent source for reputation management and customer service. It’s a powerful tool to utilize when promoting your own unique, valuable content.

Many businesses spend their time and money driving people to their social sites, attempting to build their following. They even use traditional marketing methods to drive traffic to their social sites. Building a following that is engaged with your products or services is extremely important, but to build solid social media ROI for your business, let’s take your social strategy one step further.


Posted in: Digital Marketing, Inbound Marketing, Social Media

Your Customers Are Getting Smarter (An Excerpt from Affect | A Newsletter by FitzMartin)

By Lori Sullivan | September 23, 2014

Our monthly newsletter, Affect, offers business-to-business sales and marketing insights, trends and helpful content that is applicable to your business. Check out an exerpt from the latest edition of Affect, written by our director of client growth, Charles Simpson.


Posted in: Digital Marketing, Inbound Marketing, Content Marketing, B2B Sales