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How to use this audit
Answer each question based on what you observe about your client's marketing — not your own. Be honest: a low score is more useful than a flattering one. 12 questions · ~3 minutes · instant scored report with priority fixes.
Strategy
Audience
Website
Content & SEO
Channels
Analytics
Marketing Audit
1 / 12
StrategyQuestion 1 of 12
Does your client have a documented marketing strategy aligned to their revenue goals?
💡 A documented strategy defines who they're targeting, why buyers choose them, which channels they invest in, and how marketing contributes to revenue. Without it, everything is guesswork.
1
No strategy — marketing is completely reactive and ad hoc
2
Informal strategy exists in someone's head but nothing is documented
3
Documented strategy exists but is not consistently followed
4
Clear documented strategy, reviewed quarterly, aligned to revenue targets
StrategyQuestion 2 of 12
How clearly defined is the client's value proposition and competitive positioning?
💡 A visitor should understand what the business does and why it's different within 5 seconds of landing on the website. If the messaging is generic, conversion rates will be low across every channel.
1
No clear value proposition — messaging is generic and could apply to anyone
2
A value proposition exists but it's vague or sounds like every competitor
3
Clear positioning but not applied consistently across channels
4
Sharp, differentiated positioning consistently used across website, ads, and content
AudienceQuestion 3 of 12
How well does the client understand their ideal customer — who they are, why they buy, and what objections stop them?
💡 Specificity drives conversion. "SMB owners" is not an audience. "Operations managers at 20–100 person SaaS companies struggling with churn" is. The more specific, the better the messaging and targeting.
1
No defined audience — they market to everyone and anyone
2
Loose demographic profile (industry, size) but no deeper buyer understanding
3
Documented persona with job title, pain points, and buying triggers
4
Deep buyer research — personas validated with real customer interviews, objections mapped
WebsiteQuestion 4 of 12
How effectively does the client's website convert visitors into leads or customers?
💡 Traffic without conversion is wasted spend. Look for: clear CTAs above the fold, fast load times, social proof (testimonials, logos), and a frictionless contact or demo form. If conversion isn't tracked, it can't be improved.
1
No conversion tracking — they have no idea what visitors do on the site
2
Conversion is tracked but the rate is poor with no optimization plan
3
Clear CTAs and forms, conversion tracked, site performs reasonably
4
Website actively optimized — A/B tested CTAs, landing pages, fast, proven buyer journey
WebsiteQuestion 5 of 12
How strong is the social proof on the client's website — testimonials, case studies, logos, and reviews?
💡 B2B buyers don't trust brands — they trust other buyers. A website without social proof leaves the visitor with no reason to believe the claims being made. Case studies with specific results outperform generic testimonials.
1
No social proof anywhere on the website
2
A few generic quotes with no names, logos, or specific results
3
Named testimonials and/or client logos on the website
4
Detailed case studies with specific results, named clients, and reviews on third-party sites
Content & SEOQuestion 6 of 12
How strategic and consistent is the client's content marketing — blog, guides, videos, or podcasts?
💡 Random content produces random results. Effective content is mapped to buyer journey stages (Awareness → Consideration → Decision), targets specific search terms, and has a clear CTA at each stage.
1
No content marketing — no blog, no guides, nothing published
2
Sporadic content published with no strategy, calendar, or goals
3
Regular content with a calendar, but limited SEO or conversion focus
4
Strategic content mapped to buyer journey, SEO-optimized, with tracked traffic and leads
Content & SEOQuestion 7 of 12
How strong is the client's organic search presence — are they ranking for keywords their buyers actually search for?
💡 Organic search delivers the highest ROI of any marketing channel long-term. A weak SEO presence means paying for traffic that could be free. Check: do they rank on page 1 for their top 5 target keywords?
1
No SEO work done — they rank for almost nothing relevant
2
Basic on-page SEO but no content strategy or link building
3
Active SEO program — ranking for some target keywords with growing traffic
4
Strong SEO — consistent organic traffic growth, page 1 rankings for high-intent keywords
ChannelsQuestion 8 of 12
How well managed and profitable are the client's paid advertising campaigns?
💡 Unmanaged paid ads burn budget fast. Key signals: Is CAC (customer acquisition cost) known and below target? Is ROAS tracked? Are creatives being A/B tested? Are poor campaigns being paused?
1
No paid ads — or ads running with zero tracking or optimization
2
Ads running but CAC is unknown or clearly too high
3
Ads tracked and reviewed monthly with CAC known
4
Well-optimized campaigns — known CAC, ROAS, regular A/B testing, poor ads paused
ChannelsQuestion 9 of 12
How active and effective is the client's email marketing program?
💡 Email delivers $36 return per $1 spent — the highest ROI of any digital channel. A dormant list or no email program is leaving money on the table. Key metrics: open rate above 25%, click rate above 3%.
1
No email list or email marketing at all
2
Email list exists but it's rarely used or getting poor engagement
3
Regular emails with reasonable engagement — open rates tracked
4
Segmented program with automations, tracked revenue contribution, strong engagement
AnalyticsQuestion 10 of 12
How well is the client's marketing performance measured and reported?
💡 You can't improve what you don't measure. Without proper analytics, marketing decisions are based on gut feel. At minimum: website traffic, leads generated, CAC, and channel ROI should be reviewed monthly.
1
No analytics setup — no idea what's working
2
Google Analytics installed but rarely reviewed or acted on
3
Regular monthly reporting on key metrics with some action taken
4
Full dashboard — attribution tracked, CAC and LTV known, decisions driven by data
AnalyticsQuestion 11 of 12
How predictable and consistent is the client's lead generation — do they know where their next 10 leads will come from?
💡 Feast-or-famine lead flow is a leading indicator of a broken marketing engine. A healthy system generates a predictable volume of qualified leads every month from at least 2–3 reliable channels.
1
No predictable lead generation — leads come in randomly
2
Some lead gen activity but volume is inconsistent month to month
3
Consistent leads from 2–3 channels with a rough monthly target
4
Scalable multi-channel system — monthly lead target tracked and consistently hit
AnalyticsQuestion 12 of 12
How aligned are marketing and sales on lead definitions, quality standards, and pipeline goals?
💡 Misalignment between marketing and sales costs B2B companies an estimated 10% of revenue annually. Symptoms: sales says leads are poor quality, marketing says sales doesn't follow up fast enough.
1
Marketing and sales operate in complete silos with no collaboration
2
Some communication but frequent friction over lead quality
3
Regular alignment meetings with shared pipeline visibility
4
Fully aligned — agreed MQL/SQL definitions, SLAs, shared revenue goals
Marketing Audit Score
0
/ 48
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Strategy
0 / 8
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Audience & Website
0 / 12
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Content & SEO
0 / 8
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Channels & Analytics
0 / 20
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Priority Fixes

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