Category: Business Tips

Tags: search, marketing, c-suite, online, marketing, personas, roi, seo, sem, anne, f, kennedy, paul, Wilson, iprospect, executive, management, ceo, cmo, channels, mar

Anne F. Kennedy, International Search Strategist, interviews Paul Wilson, Chief Revenue Officer, iProspect, about the selling of search marketing to the C-suite or executive level management. Paul says when you are making a presentation to executives at your company you need to take into account their personalities. Paul identified two types of C-suite individuals. These include Miss ROI, an individual more focused on analytics, who wants to see the data to support your proposition and the second is a more creative type CEO or CMO, who is more focused on brand image out in the marketplace. And if you can tie in some of the offline and online marketing channels and show them how search works with that you can put together a winning presentation. The goal or end result would be for an increase in budget devoted to search marketing.

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