Marketing audit in a B2B company
Posted: Tue Dec 03, 2024 8:42 am
Any solution to a problem must necessarily start with an adequate diagnosis that indicates the problem or problems that prevent us from reaching our objectives. Conducting a correct marketing audit in B2B companies is, for us, an essential first step in any strategy.
Marketing audit in a B2B company
We have landed in a new B2B company , a new client with the need to strengthen the marketing area. It will be a company with more or less experience, in any case, with a track record that we must analyze in order to make the right decisions in the new stage that begins.
We are facing the first challenge, which will be none other than carrying out a B2B marketing audit .
What is a B2B marketing audit?
A marketing audit consists of the review and evaluation algeria whatsapp number data 5 million of all strategies , actions or programs related to marketing, with the aim of detecting deficiencies and weak points or, simply, analyzing the profitability of all actions carried out previously.
How to do a marketing audit
There are many systems and ways to do it, and it will also depend on the size and history of the company.
Below we present the Aeroplano Method, “marinated” after years of experience in the field of B2B marketing and always in a process of continuous improvement and updating.
Competitive positioning analysis
We want to find out if the management committee, sales team, product managers and marketing team:
They share a very clear vision/understanding of the type of company or ideal customer profile.
Who are the decision makers or those most influential in the purchasing decision.
On the other hand, regardless of the opinions and responses of each of the company's stakeholders, it is necessary to know whether there is written documentation of all these issues. It may happen that the vision is shared but not implemented precisely because there is no "official documentation" to refer to.
The same goes for the value proposition. It will hardly exist if no one has bothered to document it. And it will be one of the essential tasks in the “must” when working on the strategy. If it already exists, we must make sure that it is used consistently in all marketing and sales communications.
How to do an industrial marketing audit
Web environment analysis
This is a vital section that is often only worked on in a testimonial manner. Our obligation is to ensure that the best conditions are in place for it to act as the “operations centre” of the B2B marketing strategy . And for that we need to know:
If it's built on a flexible, easy-to-edit content management system (like WordPress).
If it is optimized for search engines (Google basically).
If you have dynamic content structures: Blog, success stories, news, etc.
If it is equipped with the necessary functionalities to quickly add calls to action, lead capture landing pages and forms without having to “touch” code.
If it is mobile friendly: Content adapts to the device it is being viewed on, whether it is a desktop computer, mobile phone or tablet.
Marketing audit in a B2B company
We have landed in a new B2B company , a new client with the need to strengthen the marketing area. It will be a company with more or less experience, in any case, with a track record that we must analyze in order to make the right decisions in the new stage that begins.
We are facing the first challenge, which will be none other than carrying out a B2B marketing audit .
What is a B2B marketing audit?
A marketing audit consists of the review and evaluation algeria whatsapp number data 5 million of all strategies , actions or programs related to marketing, with the aim of detecting deficiencies and weak points or, simply, analyzing the profitability of all actions carried out previously.
How to do a marketing audit
There are many systems and ways to do it, and it will also depend on the size and history of the company.
Below we present the Aeroplano Method, “marinated” after years of experience in the field of B2B marketing and always in a process of continuous improvement and updating.
Competitive positioning analysis
We want to find out if the management committee, sales team, product managers and marketing team:
They share a very clear vision/understanding of the type of company or ideal customer profile.
Who are the decision makers or those most influential in the purchasing decision.
On the other hand, regardless of the opinions and responses of each of the company's stakeholders, it is necessary to know whether there is written documentation of all these issues. It may happen that the vision is shared but not implemented precisely because there is no "official documentation" to refer to.
The same goes for the value proposition. It will hardly exist if no one has bothered to document it. And it will be one of the essential tasks in the “must” when working on the strategy. If it already exists, we must make sure that it is used consistently in all marketing and sales communications.
How to do an industrial marketing audit
Web environment analysis
This is a vital section that is often only worked on in a testimonial manner. Our obligation is to ensure that the best conditions are in place for it to act as the “operations centre” of the B2B marketing strategy . And for that we need to know:
If it's built on a flexible, easy-to-edit content management system (like WordPress).
If it is optimized for search engines (Google basically).
If you have dynamic content structures: Blog, success stories, news, etc.
If it is equipped with the necessary functionalities to quickly add calls to action, lead capture landing pages and forms without having to “touch” code.
If it is mobile friendly: Content adapts to the device it is being viewed on, whether it is a desktop computer, mobile phone or tablet.