Free resource

B2B Marketing Audit Checklist

Use these areas to quickly assess the health of a B2B marketing engine.

Marketing analytics dashboard and audit planning

Positioning

  • Is the ideal customer clearly defined?
  • Can prospects understand the value proposition quickly?
  • Is differentiation specific?

Website & conversion

  • Are priority services easy to find?
  • Are calls-to-action clear?
  • Are proof and trust signals visible?

Search & content

  • Do content clusters map to buyer questions?
  • Are pages optimized for search and AI discovery?
  • Is old content refreshed?

Demand generation

  • Are campaigns tied to ICPs?
  • Is marketing aligned with sales?
  • Are leads followed up?

Measurement

  • Can marketing activity be connected to pipeline?
  • Are conversion rates tracked?
  • Does leadership receive a useful monthly view?