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B2B marketing for IT services and technology · Since 2007

Leads that turn into sales.

We fill the pipeline for IT services and technology companies, and we count only the leads sales accepts.

See the results Book a pipeline review
Technology clients across 19 years BirlasoftCoforgeAlibaba CloudInnodataEXL ServiceAlgoworksHyTechProIncessant TechnologiesGS1 IndiaOrtele Health
19years serving technology companies, since 2007
0.22% → 4.12%lead-to-SAL ratio, top-5 Indian IT company
~11xorganic sessions for Alibaba Cloud in eight months
+302%organic traffic for a heavy-duty tools maker
The problem

Why B2B lead generation stalls at IT services and technology firms.

Most programmes report traffic and form fills. Few report what sales actually accepted.

Traffic without sales-accepted leads

Visits and downloads climb while the share of leads that sales takes forward stays under one percent.

Two teams, two sets of numbers

Marketing counts leads and sales counts opportunities. Nobody owns the gap between them.

Long cycles, no nurture

Buyers research for months and decide in committees. Without scoring and follow-up, early interest goes cold.

What we run

Four disciplines, one funnel, one report.

IT services and technology buyers research for months and decide in committees. We build the programme around that, from the first search to the sales handover.

SEO and GEO for B2B technology

Keyword and architecture work for solution pages, industry pages and thought leadership, in each market you sell into. Technical, on-page and off-page, reported quarterly. We also optimise for generative engines (GEO). When a buyer asks ChatGPT, Claude or another AI assistant who can help in your space, your site is structured, consistent and credible enough to be named and cited.

Technical SEOGEOLLM visibilityMulti-market
GEO · search is moving into AI answers

Illustration, not a real answer

LinkedIn and Google advertising

Sponsored content and InMail aimed at buyer roles, search and display for in-market demand, and gated resources that turn clicks into contacts you can nurture.

LinkedIn AdsGoogle SearchDisplay
See paid campaigns

Inbound and lead nurturing

Personas, lead scoring and automated email workflows connected to the platform your sales team already uses.

PardotHubSpotMarketoEloquaLeadSquared
See inbound and nurture

Analytics and attribution

Cost per lead, lead-to-SAL ratio and organic share of voice, tracked by channel and market so marketing and sales read the same numbers.

Funnel reportingAttributionDashboards
See analytics

What we do not do

  • We are not a creative agency. No brand identities, campaign concepts or design retainers.
  • We are not a content agency. We plan the topics and brief your experts. We do not run a writing factory.
  • We are not a social media agency. We use LinkedIn to generate and nurture leads, not to manage your feed.

What remains is the part that decides pipeline: search, paid, nurture and measurement.

Flagship case · FY 2018-19

One of India's top five IT companies had traffic and leads. Sales accepted almost none of them.

10,000+ employees, buyers in the US, UK, Germany and India, and an outbound team already working. Marketing leads converted to sales-accepted leads at 0.22%.

+712%monthly organic traffic in 12 months
+532%organic leads
~4,200qualified B2B contacts added to the database
-52%cost per lead from search campaigns, in 6 months

What we did

A six-person team rebuilt the site's information architecture, added a blog and a form-gated resource section, ran search and LinkedIn campaigns into it, and nurtured every contact in Pardot with personas, lead scoring and automated workflows.

Search
Lead-to-SAL 2.12%
SEO
Traffic +325%, leads +217% in 6 months; lead-to-SAL 4.37%
LinkedIn
192 qualified contacts in 2.5 months
Overall
Lead-to-SAL 0.22% to 4.12%; time on site +87%
More technology work

Lead generation, international launches and reach.

Coforge 400+ B2B leads

From the USA and UK, with cost per lead down 30%, through a data-led plan across SEO, search advertising and media buying.

Alibaba Cloud International launch

User-journey mapping, a content plan and editorial calendar, SEO and distribution to open markets outside China, including India.

Innodata 4.6 billion impressions

Digital amplification that produced 804,690 mentions and 12,000 LinkedIn followers.

See all case studies

Scale · Blouin ArtInfo · Jun to Nov 2013

Five million pages, twenty language sites, one search programme.

One of the most complex SEO programmes we have run. The goal for this global art publisher was to rank on Google's first page for its 2.5 million artist pages, in every edition, while 300+ articles went live each day. A four-person team worked with the client's management and engineers throughout.

Duplicate contentLimited link equityLimited indexing on GoogleArchived articlesHeavy competition

We reworked site architecture and crawlability, directed link equity to the pages that mattered, built a content strategy and improved the reading experience. We tracked 1,000+ target keywords and the share of voice for each.

+98%organic, non-branded traffic
+300%keyword rankings
+33%domain authority
+46%pageviews

Each column is one language site. Highlighted bars are pages being pushed up the rankings.

Who we are

A specialist in marketing for technology companies.

Search Value was founded in 2007. We run search, paid and inbound programmes for IT services and technology firms, and we report on the number that matters to your sales team: leads they accept.

2007year founded
4 regionsUS, UK, Europe, India
5nurture platforms supported
3ways to engage
Ways to work together
A

Monthly retainer

A fixed scope across SEO, paid and nurture, with regular reporting.

B

Project, then retainer

An audit, campaign build or migration first, then ongoing management.

C

Embedded pod

A named team that works as part of your marketing group.

Pipeline review

Send us your current lead-to-SAL ratio.

We will review where leads stall between marketing and sales, and show you what we would change first. Tell us which of these you want to start with:

Lead qualitySEO and GEOLinkedIn and Google adsNurture setupSomething else

Book a pipeline review

info@search-value.com
  1. A 30-minute callYou describe your funnel and where it leaks.
  2. A look at your funnel dataRead-only access to analytics and your nurture platform.
  3. First findingsWhat we would change first, and what it should move.
FAQ

Questions before you start, answered in detail.

Short answers first. Open any question for the detail.

See all questions →
How is the work priced?

As a monthly retainer, a project fee, or an embedded pod. We scope it after a pipeline review, once we have seen your funnel.

Can you get us cited by ChatGPT and Claude?

We make your pages the clearest answer available and measure how AI assistants describe you each month. We cannot guarantee a mention, because assistants choose their own sources. Read the GEO guide.

What does Search Value do for IT services and technology companies?

We run SEO and GEO, LinkedIn and Google advertising, inbound lead nurturing and analytics, and we report on the number that matters to your sales team: the leads they accept.

Most B2B marketing is judged on traffic or form fills. We judge it on lead-to-SAL ratio, the share of marketing leads that sales accepts as worth following up. That one number connects search, paid media, nurture and reporting into a single funnel you can manage.

How is Search Value different from a general digital marketing agency?

We are a specialist, not a generalist. We focus on the technical and analytical side of marketing for IT and technology companies, and we are not a social media, creative or content-production agency.

A generalist agency often sells a bundle: social posts, a blog, some ads, a monthly report of impressions. We narrow the scope deliberately to search, paid, nurture and measurement, because that is where we have nearly two decades of depth and where B2B technology buyers are actually found.

We also report differently. Instead of a deck of vanity metrics, you get a funnel view that ends with leads your sales team accepted, so marketing and sales argue about the same number.

Which companies do you work with?

IT services and technology companies, mostly in the US, UK, Europe and India. Clients over the years include Coforge, Birlasoft, Alibaba Cloud, Innodata, EXL Service, GS1 India and Incessant Technologies.

Our sweet spot is the IT services and technology company with a long, considered sales cycle and a sales team that needs better leads rather than more of them. That includes global system integrators, mid-sized services firms, SaaS and platform companies, and specialist consultancies.

Some of our longest relationships are covered by confidentiality agreements, so we cannot show every programme. The ones we can are on our case studies page, with the challenge, the work and the results for each.

How soon will we see results?

Paid campaigns produce leads first. SEO and nurture compound over months. In our top-5 IT company case, organic rankings moved within six months and the full effect showed at twelve.

As a rule of thumb for a B2B technology company: paid search and LinkedIn can generate leads within weeks once tracking is in place, nurture improves lead quality over one to three months as workflows and scoring settle, and SEO and GEO typically show meaningful movement from around month four to six, with the full effect building through the first year.

Timelines depend on your starting point, such as domain history, site health and competition. That is why we agree early indicators with you, like indexing, ranking movement and lead-to-SAL, rather than waiting a year to find out whether the programme works. See how a top-5 IT company went from 0.22% to 4.12% lead-to-SAL.

How much does B2B SEO and digital marketing for an IT company cost?

We price as a monthly retainer, a project fee or an embedded pod, and we scope it after a pipeline review once we have seen your funnel. We do not publish a flat price because the right scope depends on your market and goals.

Three factors drive the cost: how competitive your target terms and audiences are, how much work the site needs before it can rank or convert, and how many channels you want us to run. A technical audit and migration plan is a project. Ongoing SEO, paid media and nurture is usually a retainer. If you want a named team that works as part of your marketing group, that is an embedded pod.

Beware of any agency that quotes a fixed price before it has looked at your site and funnel. A short pipeline review gives you a scoped proposal rather than a guess.

What happens in a pipeline review, and what do you need from us?

A pipeline review is a short conversation and a look at your funnel, from first visit to sales-accepted lead. We need access to your analytics, your CRM or marketing automation reporting and a few minutes with whoever owns sales follow-up.

We ask about your target accounts and markets, your current lead sources, how sales qualifies leads, and what has and has not worked. We then review your site, search visibility and tracking, and come back with what we would fix first and why.

You do not need a finished brief or a large budget to begin. The review ends with a clear view of the opportunity and, if it makes sense, a scoped proposal. You can book one here.

Can we start with just one service, or work alongside our in-house team?

Yes to both. Many clients start with one layer, such as an SEO audit or a paid programme, and add others once results show. We also work alongside in-house marketers, sales operations and agencies.

The layers are designed to work together but not to be mandatory. If you have a strong content team, we can plan topics and brief subject experts while you write. If your marketing automation is already running, we can focus on search and reporting. If you already have an SEO partner, we can review their work.

What we ask is clear ownership: who approves changes, who owns the website and who follows up with leads. We write that into a short responsibilities split at the start so nothing falls between teams.

Do you write our content or design our brand?

No. We plan topics and brief your subject experts, but we are not a content, creative or social media agency. We focus on search, paid, nurture and measurement.

B2B technology buyers trust content written by people who actually deliver the work. So we do the strategic part: keyword and question research, a topic plan tied to buyer stages, briefs with the points the piece must make, and editing for search structure. Your engineers, architects and consultants supply the substance.

If you need long-form writing or design, we can work with your chosen writers or studio. We will not bolt generic content onto your site to hit a word count, because it rarely ranks and does not persuade a serious buyer.

What is lead-to-SAL ratio?

It is the share of marketing leads that sales accepts as worth following up: sales-accepted leads divided by marketing leads for the same period and source. It is the number we report.

A lead is a form fill or similar capture by marketing. A sales-accepted lead (SAL) is one that sales agrees is worth pursuing. The ratio shows quality, not volume: a small number of well-qualified leads can beat a large number of poor ones.

Tracking it by source, such as SEO, LinkedIn, Google Ads or events, tells you which channels deserve more budget. Our guide to the lead-to-SAL ratio explains how to calculate and improve it.

What is GEO (generative engine optimisation), and how is it different from SEO?

GEO is the practice of making your content clear, credible and easy to cite so AI assistants such as ChatGPT, Claude, Gemini and Perplexity describe your company accurately. It builds on SEO rather than replacing it.

Search engines rank pages. AI assistants synthesise answers and cite or paraphrase sources. To be included, your pages need a direct answer near the top, clear entity information (who you are, what you do, where, for whom), consistent facts across your site and the wider web, and structured data that machines can read.

We cannot guarantee a mention, because assistants choose their own sources. What we can do is make your pages the clearest answer available and measure how you are described each month. See our guide to GEO for technology companies.

What are the best practices for managing a B2B website?

Give the site a named owner, keep a change log, review performance monthly, audit quarterly, refresh your best pages and keep tracking, security and backups in order.

A B2B website is a sales asset, not a brochure, and it needs an operating rhythm.

  • Ownership: one person accountable for content, one for technology, one for approvals.
  • Monthly: check leads by source, top pages, Search Console errors and site speed.
  • Quarterly: audit titles, internal links, outdated pages, case studies and calls to action.
  • Always: test forms, keep a change log, and record why changes were made so you can learn from them.

Treat each change as a hypothesis you can measure.

When was Search Value founded, and how did it start?

Search Value was founded in April 2007 as a digital marketing agency and grew into a technical, analytical SEO and paid-media specialist for IT services and technology companies.

We started with a broad idea: a digital marketing agency for any business. Over the first few years we gravitated to the technical and analytical side of marketing, which means search engine optimisation, paid campaigns, tracking and measurement, rather than social media management or content production.

Since then we have been through the 2008 downturn, a period of rapid growth to nearly 100 people, a decade-long enterprise engagement, and the launch of our own mobile ad platform, OneAD. Today we focus on helping IT services and technology companies win business in global markets. The full timeline is on our About page.

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