Marketing

Marketing Audit Assessment

Here is also a “10-Point” assessment you can use to audit your overall Marketing Capability & Strength :

The Basic 10-Point Assessment:

  1. Marketing Cores
  2. Marketing Strategy & Budget
  3. Team Capability
  4. Execution & Performance
  5. Website
  6. Demand / Lead Generation
  7. Content Marketing
  8. PR & Analyst Relations
  9. Product Marketing
  10. Marketing Systems & Technology

 

And below is a more comprehensive “18-Point” audit/assessment – this may not be for every company (this is typically done for larger companies or for those who want a comprehensive deep-dive).

The Detailed 18-Point Assessment:

  1. Business Foundation
  2. Marketing Cores
  3. Marketing Strategy & Budget
  4. Team Capability
  5. Execution & Performance
  6. Brand & Positioning
  7. Website
  8. Demand / Lead Generation
  9. Funnel Conversions
  10. PPC & SEO
  11. Content Marketing
  12. Customer Experience & Marketing
  13. PR, Media & Analyst Relations, Social Media
  14. Events Marketing
  15. Product Marketing
  16. Partner / Channel Marketing
  17. Sales & Marketing Alignment
  18. Marketing Systems & Technology

 


Here are some more details to shed more light on the audit points above:

The Foundation
  • Market analysis, market size & company’s share of the market
  • Segmentation
  • Competitive advantages
  • Financial strength
  • Internal marketing
  • Tolerance for risk
  • Opportunities for growth
  • Top Strategic Goals that marketing supports
  • Competitive Analysis – Competitors & Competitive Strength
  • Unit Economics relating to Marketing
    • Customer Acquisition Cost (CAC)
    • Customer Lifetime Value (LTV)

 

Marketing Cores
Assess and rate the “overall strength” in these core areas:
  • Brand
  • Positioning & Value Proposition
  • Target Buyer Persona profiles
  • Leads database
  • Lead Generation
  • Lead Nurturing
  • Sales/Marketing Alignment
  • Website Management
  • ABM – Account-Based Marketing
  • Channel Marketing
  • Content Strategy
  • Customer Marketing
  • Event Marketing
  • Product Marketing
  • PR & Communication
  • Marketing Operations

 

Marketing Strategy

  • Marketing Planning
  • Marketing Processes
  • Budget Management
  • Marketing Goals
  • Geographic markets
  • Verticals
  • Go-to-Market Strategy
  • Segmentation
  • Strategic Planning
  • Talent Plan

 

Marketing Team Composition & Capability
  • Talent / Headcount Plan
  • Missing competency gaps
  • Team composition
    • Tenure
    • Experience
    • Level / Role / Title
    • Objectives
  • Rate the team’s capability/strength:
    • Marketing Executives & Managers
    • Content Marketing
    • Email marketing
    • Event planning/production
    • Graphic design
    • Lead Management/Nurturing
    • Marketing / Data Analysis
    • Paid Search
    • SEO Marketing
    • Social Media
    • PR
    • Video marketing, production, editing
    • Website management
Brand & Positioning
  • Brand Awareness
  • Brand Recognition
  • Mentions
  • Messaging & Positioning
    • Messaging Architecture
    • Unique Value Proposition
    • Differentiation
    • Elevator Pitch
    • Consistency of Messaging
    • The “Story” Track
    • The #1 aspiration message
    • Tagline
  • Brand Promise
Execution, Performance & Results
  • Performance vs. Benchmarks
    • Review Google Analytics
    • Review AdWords Performance
    • Review KPI Dashboards
    • Review Funnel Conversion Dashboards
  • Content
  • Marketing-Sourced Opps & Sales
  • Customer retention rates
  • Employee retention rates
  • Inbound job candidates
  • Inbound links
  • Lead Generation
  • Lead Nurturing, Drips and Sequences
  • Lead Scoring / Quality
  • Lead volume
  • Lead conversion (Leads > MQLs > SQLs > Opportunities)
  • Lead-to-sale conversion rates
  • Paid Ads
  • SEO Performance
    • By top keywords
    • Change and improvement to P1 ranking
  • Referrals
  • Social media engagement
  • Social media reach
  • Subscribers (blog, email, newsletter, etc)
  • Website traffic & organic growth

 

Demand & Lead Generation
  • Lead Flow – Goals & KPIs
  • Dashboards
    • Measurement, Analytics & Reporting
    • Marketing Metrics & KPIs
    • Leads Trajectory
    • Funnel KPIs & Conversions Dash
    • Insights Gathering & Effect on Marketing Strategy
    • Marketing-Generated Opps &  Revenue
    • Marketing Contribution Analysis
  • Campaigns & Programs
  • Lead Generation Process
  • Campaign Management
  • Campaign Calendar
    • Campaign Planning
    • Programs
    • Activities
    • Assets/Offers Calendar & Plan
    • Marketing & Sales Promotions
  • Conversion Tracking
  • Paid Banner Ads
  • Direct marketing
  • Email marketing
  • Events/shows
  • Inbound Marketing
  • Inbound Phone Call
    • process & alignment with sales
  • Influencers
  • Insiders Content
  • Capturing Leads
    • Landing Pages
    • Conversion Optimization
    • No-form capture methods
  • Lead Database & Lead Management
    • Growth
    • Lead Lifecycle
    • Lead scoring / decay
    • Data quality
    • Lead Statuses
      • Assess Lead Status Values & identify improvements
      • Here is an example – this is crucial to get right for effective automation
  • Lead Nurturing, Drips & Sequences
    • Methodology
    • Process
    • Framework
    • Effectiveness & Performance
  • Lead Scoring
    • framework & methodology
    • what is working, what is not
    • sales feedback and score quality
  • Organic search
  • Outbound marketing
  • Paid Search – using B2B methods
    • We will rate the performance over the last 4 quarters via these channels:
      • AdWords
      • LinkedIn Ads
      • Twitter Ads
      • Other search engines if it makes sense in your context
      • Quora Ads
      • Banner ads on influencer/VIP sites with lead capture
      • FB ads – the B2B approach
    • Retargeting
  • Premium content (ebooks, podcasts, white papers, webinars, etc)
  • Referrals
  • Reporting of Marketing ROI to executive teams
  • Retargeting – overall
  • Social media
  • Sponsorships
  • Syndicated Content Campaigns
  • Traditional advertising (print, radio, TV, billboard)
  • Webinars
    • External – using Thought Leaders / Authors / Influencers / VIPs
    • Internal
    • Calendar of planned webinars
    • Banner Ads on the website
  • Website optimization for Lead Generation
    • Website Master Tools / Admin
    • Audit for SEO and quality
  • Analysis of Lead Sources
    • Which sources drive the Pipeline and deals
  • Analysis of Active Paying Customers
    • What campaign influenced our customer purchases
      • Analyze by 1st touch and Last touch
      • which campaigns influenced 40%/50%/80% of our customers and lead to a decision
      • which assets touched 40%/50%/80% of our customers and lead to a decision
    • Analyze the number and frequency of touch-points that generated customers
  • Analysis of Lost Leads – Middle of Funnel Leakage
    • Why are leads dropping off and not making it to MQLs or from MQLs to SQLs
  • Analysis of Lost Opportunities – Middle of Funnel Leakage
    • Analysis of prospective customers – why they are lost in the middle of the funnel

 

Content Marketing
  • Asset Management
  • Blog
    • quality
    • frequency
    • analysis of the funnel
  • eBooks & Whitepapers
  • Email Newslettters
  • Infographics
  • Landing Pages
  • Original Research Reports
  • Promoting Content
    • channels
    • Linkedin
    • Slideshare
    • Medium
    • Twitter
    • Quora
  • Podcasts
  • Videos
    • 30-second explainer video that answers the #1 pain point
    • Videos to explain the products
    • Customer interview videos
    • Other videos that help in drip campaigns
  • Webinars
Customer Experience / Marketing
  • Customer NPS – Net Promoter Score
  • Customer Buyer Journey
  • Customer Relationships
  • Customer References / Opt-ins
  • Retention & Customer loyalty
  • Customer Service
  • Customer Newsletter
  • Customer Case Studies
  • Customer Quotes on the website
  • Customer Videos / Interviews
PR, Media & Analyst Relations, Social Media
  • External communication strategy
  • Media coverage
    • Maintaining a database of media contacts
    • Monitoring placements and mentions
    • Pitching process for product reviews and stories
  • Analyst Relations
    • Maintaining a database of analyst contacts
    • Process for engaging and updating Analysts
  • Bloggers
    • Dynamic database of industry bloggers
    • Securing guest posts on industry blogs
    • Relationship management / engagement
  • Community involvement
  • Speaking engagements
  • News Releases
    • published in the media
    • strategy & frequency for the website
  • Social Media
    • Engaging with customers, leads, influencers, publications, bloggers and analysts
    • Thought leadership & brand development, sharing original content
    • Monitoring social media mentions

 

Events Marketing

  • Which industry events and trade shows attended
  • Process for managing events and sponsorships
  • Process & calendar to submit for speaking engagements
  • Process & calendar to submit for industry awards
  • Leads and Conversions
  • Post-Event Alignment with Sales
  • Internal Events
    • Lunch & Learn
    • Meetups
    • Combined Partner Events

 

Product Marketing

  • Product Collateral
  • Battle Cards
  • Datasheets
  • Spec Sheets
  • Solution Briefs
  • Product – Alignment With Marketing
    • New Product Launches
    • Innovation
    • Product Quality
    • Product vs competition
  • Website product pages with clear and simple information

 

Partner / Channel Marketing

  • Partner Strategy
  • Partner Program
  • Partner Portal
  • Partner Events
    • Combined
    • Participating
  • Partner Newsletter
  • Affiliate/partner programs
  • Promotions
  • Referrals
  • Partner Training

 

Sales & Marketing Algnment

  • SLA – Sales & Marketing
  • Taxonomy & Definitions
    • Leads
    • MQLs
    • SQLs
  • Marketing to Sales Hand-Off Process
  • Conversions from SQL to Opps vs. Benchmarks

 

Marketing Operations

  • Analyses & Marketing ROI /  ROMI
  • Dashboards
  • Data Management
  • Attribution Tracking & Methodology
  • Lead Management
  • Marketing Enablement

 

Marketing Tech
  • CRM
    • SFDC, Hubspot, other
  • Marketing Automation
    • Hubspot, Marketo, etc.
  • Chatbot app
    • Process & Method
    • Conversion Analysis
    • Apps – Drift / Intercom, etc.
  • Marketing config/setup in the CRM
  • Outbound Email Marketing Service
  • Marketing Analytics
  • Project Management
  • Content Management System
  • SEO Management Tools
  • Social Media Management
  • Others
    • Sendoso – to send eGifts, gifts, swag, etc.