True or false? No marketing vice president or CEO really cares about Google, Bing and other search engine rankings.

Organizations want more revenues, market share and higher profit margins. Encouraging clients to metaphorically “pier fish” alongside 40 others selling the same product the same way. To win, products must be positioned as the best choice in front of a specific prospective customer.

Way too many ad and digital marketing agencies fool themselves into believing anyone they are prospecting cares about analytical tools and search engines. Those reading this will deny it.

But post a want-ad or fill out a quote form for web marketing. On the phone consultation, pay attention to whether the sales person is talking about happenings in your business and ways to get ahead of the competition or talking about her / his company.

No business person cares about logos and copywriting and advertising on the internet.

Managers and decision-makers over 55 do not even want to know the names for all the marketing tools available today. It all starts to sound the same before long anyhow to someone not in the industry.

So when speaking with a medium-sized company CEO or large company marketing director, be sure to speak to them about their product, marketplace competitive landscape, what has worked historically from your research and not.

Knowing about marketing and being good at pay-click ads, buying media, journalism and creative designs is important – but not so much to the client.

Most pitching ad and marketing services do otherwise. They speak about trivial things like getting page ranks on search engines and digital user experience. They speak about their portfolios of past projects and clients. All of which are relevant, but never lose sight of the real reason anyone hires a marketing agency or troubleshooter: the end game.

Unusual is the marketer who begins a project with the end game and backs into a search engine or digital advertising campaign.

Unscrupulous marketing agencies make their living hoping that dumping information in the lap of a less sophisticated organization will make that decision maker take their word for it and thus write a check.

This is bad.

Pretty flow charts , psycho-graphic reports and those info-graphics creative people love to use since last year aside – especially for the client involved in a non-retail consumer industry – a viable B2B marketing agency talks in terms of that client’s business – i.e. reads Businessweek, the WSJ, the Business Journal, industry magazines, Business2Community, et cetera.