If you’ve finally gotten convinced of the effectiveness of search marketing yourself, it might seem a daunting prospect to prove its worth to your CMO, let alone your CFO or CEO. But as search becomes more important to every company’s marketing plan, it is critical to get the high level support for search as a more ambitious part of the marketing mix. Yesterday, I did a Webinar on how to speak the language of the C-Suite to boost your search program to a new level.
In this Webinar, I showed how to explain to senior executives why search marketing is important—in language that they will understand. I also covered how to use direct marketing metrics to predict your revenue opportunity, and to prepare for what your execs will ask you at the meeting itself, which is a key part of selling any proposal.