DriveYourSucce$$

Click Cannibalization Excel Sheet: Paid Search vs Organic Search

I've created a sample Excel sheet for those concerned with click cannibalization between organic and paid search. This is an ideal tool if you already have a high PageRank for a keyword and still want to drive more traffic to your website but are concerned with your pay-per-click (PPC) campaigns stealing clicks from your high organic ranking. 

While some say you should never run a PPC campaign when already ranking high, others say driving more traffic to your site is always the best strategy. This Excel sheet will help you put this argument to rest. 

A/B Split Test Excel Sheet: Increase CTR on Email Campaigns, PPC Campaigns, Websites & Blogs

This sample Excel sheet outlines a straightforward process for completing an A/B split test to increase click-through rates (CTR). Split testing is a simple tool that can improve the performance of your email marketing campaigns and online pay-per-click (PPC) campaigns. It's a tool that can be used across all your digital marketing initiatives.

You can use split testing to increase conversion rates on your website's traffic or to improve your revenue as an online publisher. 

B2B Sales: Customer Price vs Cost to Purchase – Exposing Your Competition's Hidden Costs Within their Offers

As a B2B salesperson, how do you go about explaining to your customer that their cost to purchase is actually higher with your competitor, despite your competitor’s lower price? Answering this question comes down to doing a comparison of your customer’s price versus your customer’s cost to purchase. These are two entirely different things and helping your customer understand this important difference can help you win business.

Sales Excuses Vs Sales Barriers: One Occurs When Opportunities are Available and Not Closed While the Other Stops Sales From Happening

I have worked in a marketing and sales capacity for several companies over the past 20 years – both as an employee and as a consultant. However, I am amazed at how often sales managers are unable to differentiate between a salesperson throwing out excuses for a lack of sales, and a salesperson putting forth viable reasons why sales can’t and won’t happen anytime soon.

There is an important difference between the two and companies must be able to identify these differences in order to increase their market share through increased sales. 

Five Ways Your Competitor’s B2B Sales Team is Kicking Yours to the Curb

I have done multiple projects with companies who are thoroughly convinced their B2B sales team lacked the “killer instinct” to close sales. I've heard all kinds of ridiculous statements such as “we need closers”, or “we’re not fast enough”.

Over and over again, I've listened to business owners and management directly point the finger at their salespeople. Well, here are five reasons why it’s not your sales team – it’s you the business owner, your management team and your company’s outdated and antiquated approach to selling in B2B markets.

Why Some Salespeople Perform Better When Pressed for Time

What is it that some salespeople seem to sell more when they’re pressed for time? Why is it that these salespeople seem to perform better when there’s a sense of urgency?

Answering these two aforementioned questions comes down to understanding that the salesperson is actually transferring that sense of urgency to the customer. In this case, it’s the customer that senses that they must capitalize on the offer because if they don’t, someone else will.

Don’t Call B2B Email Marketing an “Email Campaign”: Promote it as Something Else Entirely

How are B2B email marketing campaigns viewed by corporate customers in the business world? Well, business professionals either see them as a value-added service, or they disregard them entirely and view them as nothing more than annoying SPAM.

Surprisingly, that subtle difference all comes down to how you promote your marketing campaign, the message you deliver, and how you define your email marketing strategies in the eyes of your corporate customers.

In the end, you want your campaign to stand apart from your competition so it is ultimately about how well you sell it. 

Choosing a B2B Sales Channel: Pros and Cons of Distributors and Sales Agents

Deciding upon a B2B sales channel is an involved process. However, it ultimately comes down to deciding between using a distribution channel to market or a sales agent or representative channel to market. This decision involves understanding the pros and cons of each option. So, how does a company go about choosing between the two?

Today’s Empowered Customer Dictates Your Brand & Reputation in Real-Time

Brand management and reputation management strategies of the past have little impact in today’s economy. Gone are the days when companies could define, dictate and assert their brands and their company’s reputation in the market.

Today’s consumer is far more empowered and they use that power to define your company’s brand and reputation in real-time. So, what must you do to adjust to this new reality?

Price What the Market Will Bear, Not What You Think Customers Should Pay

How does your company go about pricing a product or service? For example, do you simply define your costs and add a markup, or do you first assess what the current pricing is in the market, the potential for sales and then determine whether or not you have a competitive offering based on your existing cost structure?

Answering these two aforementioned questions points to the importance of knowing what the market will bear and not simply pricing a product or service based on what you think your customers should pay.