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  1. Introduction
  2. B2B PPC- How to Not Waste Clicks
  3. Step 1: Engage with Prospects at Scale
  4. Step 2: Automate Social Media Posting
  5. Step 3: Write Targeted Content with chatGPT
  6. Step 4: Pivot to Digital Selling
  7. Step 5: Use On Demand Video
  8. Tips
  9. Takeaways
  10. FAQs
  11. Conclusion


Are you tired of pouring money into pay-per-click (PPC) advertising without seeing the results you want? While PPC can be effective, it's not the only way to attract potential clients and grow your business. In today's digital age, B2B digital selling offers a range of effective strategies for reaching potential clients, building your brand, and increasing your sales. In this article, we will discuss how to stop wasting money on PPC and use B2B digital selling to grow your business.

B2B PPC - How to Not Waste Clicks

You are considering Pay Per Click because you're planning to generate and increase enquiries that will lead to writing new business.  That is obvious.  But there are a few issues you need to be aware of if you're in the B2B space.

  1. Businesses know if they click on a B2B PPC advert, they'll be presented with a form, insisting they complete it before they can access your content.
  2. You're asking or demanding a transaction before any form of entreatment.  They have no idea if your content is any good. 
  3. They also know as soon as they complete the form, someone will telehone them or perhaps never call.
  4. If, like most businesses, they're only looking for some information to begin their learning process.  No one gets a kiss on the first date!  They just want to read, not buy.
  5. 80% of browsers are put off when presented with a form.  the figure is even higher for B2B only.
  6. 83% of businesses want to self-serve and self educate before speaking to a salesperson.

As you are looking to generate more enquiries, then you will want to do it at scale.  The only way to achieve this is to buy a database and whilst you will use it to email your prospects, the parallel strategy is to upload the same database to LinkedIn and use their pay per click facility.

You want to use it this way because you want to have your adverts appear in the same newsfeeds as the people you're sending emails to.  A two-pronged approach if you will.

The purpose of the LinkedIn Pay Per click to to invite the audience to follow you.  That way, you'll be able to keep them informed of all manner of activities you're doing without hanving to email them.  It's also the most effective way to engage with an audoence from. distance.

It takes approximately x24-30 'touches' before your brand becomes recognisable to a new prospect.  However, one-in-three attempts to contact or appear before them fails.  that means you need somwhere in the region of 100 messages lines up on an ongoing basis.

Step 1: Engage with Prospects at Scale

Live streaming is an effective tool for engaging with prospects at scale. By broadcasting live events, product demos, and webinars, you can reach a global audience and build trust with potential clients. Plus, live streaming allows you to answer questions in real-time and provide valuable content that resonates with your audience.

To get started with live streaming, you can use platforms like SalesXchange's Live Streaming services and Blackmagic Design. With their help, you can create professional-looking live streams that will engage and captivate your audience.

Step 2: Automate Your Social Media Posting 

Social media is a powerful tool for reaching potential clients and building your brand. However, manually posting on social media can be time-consuming and inefficient. That's where Social 444 and Adverts come in. These strategies enable you to automate your social media posting and advertising, so you can focus on other aspects of your business.

With Social 444, you can schedule posts across multiple platforms, including Twitter, LinkedIn, and Facebook. Adverts, on the other hand, allows you to create and manage social media advertising campaigns, so you can reach your target audience more effectively. Together, these platforms can help you save time and increase your social media ROI.

As and when new browsers beging to follow you, they will also see your adverts being autoposted.

Step 3: Write Targeted Content with ChatGPT

Content marketing is a crucial part of B2B digital selling. By creating valuable, informative content, you can establish your brand as a thought leader and build trust with potential clients. However, writing targeted content can be a challenge.

That's where ChatGPT comes in. As a language model trained by OpenAI, ChatGPT can help you generate high-quality, targeted content that resonates with your audience. Whether you need help with blog posts, email marketing, or social media content, ChatGPT can provide the support you need to create effective content marketing campaigns.

Step 4: Pivot to Digital Selling

Pivoting from traditional sales to digital selling is essential in today's B2B market. By leveraging digital tools and strategies, you can reach more potential clients, increase your sales, and build your brand. However, making the transition can be challenging.

At SalesXchange, we specialize in helping businesses pivot to digital selling. With our digital selling resources, including analytics tag manager, B2B video, podcast production, and SEO services, we can help you build a comprehensive digital selling strategy that works for your business. Whether you're just starting out or looking to optimize your existing strategy, SalesXchange can provide the guidance and support you need to succeed.

Step 5: Use On-Demand Video to Educate

On-demand video is a powerful tool for educating potential clients and sharing customer success stories. By creating high-quality, informative videos, you can establish your brand as a thought leader and build trust with potential clients. Plus, video is a highly engaging medium that can help you stand out from your competitors.

To get started with on-demand video, you can use SalesXchange's B2B video services. Our team of experts can help you create high-quality videos that showcase your products or services, share customer success stories, and provide valuable insights and tips for your audience.

Additional Tips for B2B PPC

Here are a few additional tips to help you stop wasting money on pay per click and use B2B digital selling to grow your business:

  1. Use SEO and SEM: Make sure your website and content are optimized for search engines. This includes using relevant keywords, creating high-quality content, and building high-quality backlinks to your site. You can also use SEM (Search Engine Marketing) to increase your visibility on search engines and drive more traffic to your site.

  2. Focus on customer retention: It's important to not only attract new clients but also to retain your existing ones. Make sure you're providing excellent customer service, engaging with your clients on social media, and offering valuable resources and support.

  3. Leverage customer referrals: Word-of-mouth is a powerful marketing tool. Encourage your satisfied clients to refer their friends and colleagues to your business. You can also offer incentives for referrals, such as discounts or free trials.

  4. Keep up with industry trends: The B2B digital selling market is constantly evolving, so it's important to stay up-to-date with industry trends and best practices. Attend conferences, read industry blogs and publications, and network with other professionals in your field.

Takeaways about B2B PPC

  1. Use live streaming to engage with prospects at scale and build trust with your audience.
  2. Automate your social media posting and advertising with platforms like Social 444 and Adverts to save time and increase your ROI.
  3. Use ChatGPT to write targeted content that resonates with your audience and establishes your brand as a thought leader.
  4. Pivot to digital selling with SalesXchange to reach more potential clients and increase your sales.
  5. Use on-demand video to educate and share customer stories.


Q: What is B2B digital selling?

A: B2B digital selling refers to the use of digital tools and strategies to attract potential clients, build your brand, and increase your sales in the B2B market.

Q: What is pay-per-click advertising?

A: Pay-per-click advertising is a form of digital advertising where you pay each time a user clicks on your ad.

Q: Why is digital selling important for B2B businesses?

A: Digital selling allows B2B businesses to reach more potential clients, increase their sales, and build their brand in an increasingly competitive market.


By using these five strategies - live streaming, social media advertising, targeted content creation, digital selling, and on-demand video - you can attract more clients, establish your brand as a thought leader, and increase your sales in the competitive B2B market. Whether you're just starting out or looking to optimize your existing strategy, SalesXchange can provide the guidance and support you need to succeed. So, stop wasting money on pay per click and start using B2B digital selling to grow your business today!

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.

Learn about digital selling


The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.