Everyone's talking about search, but how much is that top spot really worth to your business? According to a McKinsey and Co. study, it's worth quite a bit. In fact, they found that most B2B companies get an ROI of 7:1 - and larger companies fare even better with a 17:1 ROI when they're invested in search technology across the enterprise. Does your sales team get numbers that good?
ROI from search doesn't stop there, though. Capitalizing on search traffic requires more than just climbing to the top of Google. It's about converting website traffic into sales opportunities, and then nurturing those opportunities to increase the probability of a sale.