But despite the fact that the people behind Find New Customers are not in, our marketing
content and blog continue to work hard for us. (Hubspot is right – PPC is temporary, but SEO is permanent.) Something happened today that shows the power of inbound marketing. that I wish to share it with our readers.
As 6:12am this morning, while my wife and I were sleeping, someone visited Find New Customers and spent over three full minutes filling out forms and downloading content, including our highly acclaimed white paper, How to Find New Customers.(One way we measure the “stickiness” of our website is by how long people visit and if they consume multiple pieces of content.)
Who was this person and for whom does he work? We don’t ask for a company name or URL, but we do ask for a corporate email address. (We also measure what percentage of time people give us valid corporate email addresses.)
With his corporate email address, it’s easy to figure out the company he works for. This quickly led me to the company website. I expected a tiny consulting company, but what I found was very different.
- They are a public, London-based oil field services company with $3.6 billion in revenue and 14,000 employees (Our ideal customer profile is 150 to 5,000 employees, so this is a huge company.)
- The source of the lead was our popular b2b marketing blog, Fearless Competitor. (Over 56,000 readers to date!)
- By filling out our forms, he is automatically entered into our carefully crafted lead nurturing and scoring programs in our marketing automation software.
Imagine this: A potentially great prospect – added to your marketing database and put into your lead nurturing and scoring program – all while you slept!
Seems clear to me. If you don’t have great content and a really good blog, along with carefully crafted lead nurturing and scoring programs, you are vulnerable to savvy competitors. Case in point, an upstart in the business intelligence software space is causing sleepless nights at competitors like Microstrategy, Actuate and Information Builders.)
What do you think? We love comments and people who share.