5 Crucial Tips to Improve B2B Selling

with Pay-Per-Click Marketing

an Interview With Tim Seward of ROI Marketing

Most business people look on the marketing department and the sales department as two entirely different things.

One unfortunate result is that improvements in marketing practices are difficult to connect with sales results. Heck, improvements in sales practices are difficult to connect with sales results.

Another even more unfortunate result for B2B companies is that the Internet is passing them by.

• When marketers focus on marketing, and sellers focus on selling, the truly powerful potential of the Internet is almost entirely lost on B2B companies. That’s because they have no way of deciding whose ideas are best.

When money is tight, experiments with the Internet are not on the top of management’s list.

Even when marketers are given some budget to take advantage of the Internet, they are easy prey for ad agencies who specialize in Search Engine Optimization, or Pay-Per-Click marketing (PPC): agencies who for a hefty fee will increase the traffic to your website, but are NOT responsible for improving revenue.

After all, revenue is the sales department’s problem, isn’t it?

Internet Marketing Can Help Increase B2B Sales Revenue – If You Understand How Your Sales Production System Works

If you have been following my blog for a while, you are interested in making selling easier and you know that data, a process approach, and systems thinking hold the key.

Yet the Internet is so different than anything that has come before it, most B2B marketers have difficulty learning to be effective with it.

One company president I know was startled to learn that one of his distributors had hired a kid to “play around” with PPC. Within six months, after studying Perry Marshall and others, the kid generated profitable leads. Yet nine out of ten leads were not in his territory!

What did he do with them? He threw them away!

Last week, I talked to the sales director of a past client. He was happy with the sales tools and the sales process we helped him implement. His close ratio had gone up, about 25%, in fact. “What about those two other consulting companies you guys hired? The one was an SEO specialist, the other was PPC. How did they do?” I asked.

“Well, they didn’t do, actually.” He said. “We could see no lift from them, and we ended up taking things back in house.”

When it comes to understanding how your find-win-keep system works, chances are, your marketing department has something to learn, especially with respect to Internet marketing, and PPC.

This Thursday January 7, at 11:00am Eastern, in a highly informative webinar, I’ll interview Tim Seward, founder of ROI Revolution, a “Data Driven Google AdWords Qualified Company Delivering Profitable PPC Results.” You will learn:

• a model for marketing and selling as an integrated production system
• how the Internet applies to the sales process
• differences between search engine optimization, and pay-per-click
• differences between the content network and the search network on the Internet
• some key principles for figuring out keywords your prospects use to try to find you
• five crucial tips for getting the most out of Google’s Pay-Per-Click advertising medium: Adwords

You can register for the webinar by clicking on the link below (this webinar is free to professional SPIF! members ). All registered attendees will receive access to the recorded webinar and the pdf slides and a valuable free offer from ROI Revolution.

Here’s what others have had to say about SPIF! Webinars:

“It provided me with more robust tools to begin to shape out a project
I have been working on in improving our sales approach overall.”
Ruthann, Corporate Executive, Missouri

“You get beyond the conceptual and get to REAL documents and steps that you use.
I have designed a couple of sales processes and am currently tweaking
my own process for finding, winning and keeping customers for my consulting biz.”
Mike, Consultant, Iowa

“As usual Michael, you got right to the heart of the matter
and the difficulties that the sales function is faced with.  Excellent.”
Andrew Wilcock, Cranfield University

“Your webinar gave me a strategy for testing out a nurturing campaign in my organization.
I liked the dialogue format – kept me engaged the entire hour.”
Mary Lou Joseph, Verint

Timothy Seward started a wholesale distribution company in the "bricks and mortar" world in the 1990's and successfully sold it freeing himself up for a new adventure.Realizing that technology was the edge that allowed him to grow his successful business so quickly, he went back to school for a degree in computer science - and then he discovered the Internet. In a few short years, Google discovered him and his web marketing company ROI Revolution. They made him a charter consulting partner for their Google Analytics and Google Website Optimizer as well as a Google AdWords Qualified Advertising Company.

I’m Michael Webb, and I'm the author of "Sales and Marketing the Six Sigma Way" (Kaplan, 2006). My team and I have helped dozens of companies such as MAQUET, Thermo Fisher Scientific, Marriott, WaterFurnace, DDI, and many smaller companies to identify bottlenecks, change behaviors, increase close ratios, and improve forecast accuracy by applying the concepts of lean and six sigma to their sales and marketing departments. I delivered the keynote addresses to the first two conferences ever held on applying Six Sigma to marketing and sales and have extensive sales training facilitation and field coaching experience with hundreds of sales people and managers in the U.S. and Canada.