Find New Customers shuts down nearly everything, but the number of leads grows faster!
In December of 2013, Jeff Ogden, President of Find New Customers, which offers B2B lead generation services, made a radical decision and stopped almost all outbound marketing activities, becoming the “unmarketing” company. (Scott Stratten, author of the book, Unmarketing, was one of my favorite guests on Marketing Made Simple TV).
In fact, all of these activities stopped.
While Find New Customers stopped all outbound marketing, we certainly had good assets on our B2B lead generation services, including these three:
- A popular and robust blog (this blog)
- Great content on B2B demand generation at Find New Customers, like How to Find New Customers.
- A nice Find New Customers website, with landing pages and forms on our services, including a free 30 minute marketing advice call, buyer persona services, keynote speaker and video production services too.
The only other thing I did was to reposition Find New Customers too, as the “nice” company. I want to make Find New Customers the Zappos of the industry.
And since a so-called sales expert in the UK blasted me twice with nasty emails, I felt that we should have a “no a-holes” rule here. Nice people don’t send nasty emails.
I say now that Find New Customers is the nicest company offering B2B lead generation services today. I even made a kind of big deal about our “unmarketing” approach. I told people that we don’t sell you at all. (While we don’t sell, clients do buy from us. After all, people like to buy and hate to be sold.)
While companies looking for B2B lead generation sevices can choose from wide range of providers to help them drive leads, all run by top experts, we strive to be the Zappos of the industry. If you don’t know Zappos, know that they offer free shipping both ways – a radical idea for sellers of shoes. Zappos became legendary for great service. That’s our goal too.
Our “nice” approach makes Find New Customers different and I hope you think – better.
Clearly, the market responded positively, as we got seven leads in the last two weeks of the year, including a keynote speaking gig (won), a 30 minute marketing assessment (booked) and leads for buyer personas and video production services too. December was one of our best months of the year!
Time will tell how this new approach works, but I’m certainly excited about getting leads with zero work. Frankly, this approach is a lot more fun.
By the way, here’s one of the most useful websites for business people ever – Every Time Zone. Need to set an international meeting? This shows you everyone’s local time.
What do you think of Find New Customers new Unmarketing approach? We love comments and those who share on social media. You can also follow @fearlesscomp on Twitter or send an email to jeff dot ogden at findnewcustomers.com.