Brian Fabiano, CEO and Founder
The dynamics of marketing has evolved drastically over the years. With the proliferation of robust martech tools, organizations need to be contently updated to stay on the edge of marketing in the existing cutthroat business environment. Today, it is all about the customers, their preferences, and their experience with the brand. Hence, organizations need a personalized approach to marketing communications to create long-lasting relationships with customers. Brian Fabiano, a marketing industry leader, Founder and CEO at FabCom says, "Give the customer what they want, when they want, where they want, how they want, to create a connection with them." He emphasizes the significance of leveraging technology and distinctive strategies to tap the unchartered territory and create a relevant duologue with the customers for an unprecedented marketing return on investment (ROI). With more than three decades of experience in redefining marketing for brands across industries, Fabiano has summed up his extensive knowledge in his book, Neuromarketology that perfectly describes how to harness converging technologies to create world-class inbound marketing funnels with a focus on one-on-one dialogue with the customers when and where they want. The spot-on dialog is the true manifestation of dynamic messaging. It is approached through syntextual relevance—the specific context the customer needs in the syntax they use—to help define a new industry convergence point for semantic targeting.
Based on the science behind Neuromarketology, FabCom, an integrated, strategic marketing and advertising agency offers dynamic, one-to-one, integrated, cross-platform, multi-channel, database, and AI-triggered marketing to organizations. The company's strategic, research-oriented, data-centric, and personalized approach helps organizations map target audiences' behavioral, demographic, and psychographic connection points to brand, product, or service attributes. Once the mapping is done, FabCom creates a sociographic cohort profile of the customers using the customers' sociographic variables including, gender, family size, socioeconomic status, product end-use, readiness to buy stage, and many others. This helps to modulate FabCom's understanding of organizations' customers, enabling them to establish hyper-relevant marketing and optimize communication channels. Fabiano says, "Sociographic online behavior is wildly different than traditional consumer behavior, and we use Neuromarketology to help organizations understand sociographic behaviors to enhance targeting and conversionof best cohorts across marketing channels."
For the last three decades, FabCom has been combining automated, strategically aligned, one-to-one content development with real-time marketing business intelligence of a customer’s standing in the buying cycle to offer the customized messaging required for individual customers within each targeted cohort.
This knowledge allows FabCom to provide buyers with the most relevant and engaging information at each point of consideration in the buying cycle. Instead of undertaking a traditional route, the FabCom team approaches marketing from the psychology side to devise a distinctive and visceral marketing strategy based on the customers’ unique requirements. Fabiano informs, “We noticed very early that people act very differently when they interact socially online than they do in person at the store, in a professional conference, or even in an online buying session.” This is also true for people’s buying behaviors, which called for a rejig in organizations' marketing strategies. Subsequently, with the emergence of AI and other cognitive tools, FabCom started harnessing the power of advertising business intelligence to inculcate granular attributions, improving the sociographic mapping of customers manifolds. Along the same lines, the company uses HubSpot to efficiently merge CRM and ERP capabilities as AI-driven tools for brands of all sizes, creating the connective tissue for AI inbound marketing funnels.
With FabCom, organizations can get results in 90-120 days, which could take up to five years with traditional methodologies
With its innovative AI-driven content and progressive funnel marketing strategies, FabCom helps organizations quantify and quantitatively define how customers think and react to specific messaging, thus allowing organizations to efficiently optimize their marketing influence to motivate action and dictate new thinking for each segmentation. This not only helps brands explore new growth opportunities and capabilities but also helps improve customer experience to a large extent. For instance, Hybrid Reality (HReality), a new virtual, parallel reality product, integrates the physical and digital worlds to co-exist in one augmented reality to enhance the customers’ experience.
As early pioneers and leaders in the digital marketing experience arena, FabCom has been redefining marketing for organizations across industries. The company has also won almost all the awards in the U.S. advertising arena for its innovative and ground-breaking work. Many satisfied customers who have experienced 200-400 percent improved results are also a testament to the company's efficiency. "With FabCom’s turnkey team for strategy, design, and implementation, organizations can get results in 90-120 days, which could take up to five years with traditional practices," says Fabiano. Such remarkable results are possible because the company boasts a team of award-winning marketing and digital strategists, creatives, and technologists, who craft powerfully engaging advertising and automated neuromarketing messaging. Besides, while the advertising industry suffers from a high churn rate, Fabiano's passion for excellence and betterment motivates FabCom's employees to stay with the company for more than 13 years on average. Fabiano is now working on his second book to impart the growing body of knowledge and experience to marketers worldwide. "We are passionate and motivated to advancing our craft with latest innovations to create better customer experience for our clients across industries," concludes Fabiano.