B2B marketing for IT services companies: leads that turn into sales.

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

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.

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. SEO and GEO: technical, content and off-page work, plus optimisation for AI assistants LinkedIn and Google advertising: media plan, search, LinkedIn and retargeting Inbound and lead nurturing: personas, scoring and workflows Analytics and attribution: one report from first visit to sales-accepted lead

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.