The B2B digital and strategic marketing audit[1] can be a “turn off” for some customers, who see it as nothing more than a trivial knowledge transfer stage. Some may even conclude that “if you’re good at what you do, you don’t need to go through this step before taking action.”
When these people talk about action, they are often referring to communication in the broadest sense (PR, direct sales, advertising, etc.). For communication to be truly profitable, it must be precise in order to be effective. And to achieve this, different environments need to be mastered. However, digital and strategic marketing is not communication. Communication is the culmination of a marketing process, its end or output.
Since this is the case, let’s admit two things:
The first is that it must be based on a thorough understanding of the enterprise. Its culture, its offering, its marketing and sales processes. Its customers’ buying and selling processes, its differentiation and positioning, its markets and competitors. Finally, the tools they use to extract “marketing intelligence” in order to communicate effectively.
The second is that if we want to appreciate our efforts, we need to be able to measure them with relevant performance indicators. (CRM, marketing automation, search engine optimization, etc.) We need to be able to quantify the results. To determine whether our actions are really effective, and revise them if necessary.
If there is a misunderstanding of the benefits of a marketing audit, there are, on the other hand, managers who see it as an opportunity. They see it as an opportunity to think more deeply about their reality and their market. And this with the support of specialists, to look at their issues and strategies differently.
An audit with recommendations in B2B strategic marketing must be carried out with a great deal of rigor and different talents. It needs to be overseen by experienced people who integrate marketing and sales knowledge and skills. After all, this is B2B!
A typical path through the digital and strategic marketing audit process
So, the first stage, the audit, although perceived by some as a necessary evil, is of major importance in the strategic marketing process. It provides a clear picture of the sales and marketing functions. Also, it provides a clear picture of the challenges the company faces to ensure its next phase of growth. It avoids offering a one-size-fits-all solution based on tactics, rather than a real, carefully thought-out strategy.
A digital and strategic marketing audit that doesn’t include strategic and tactical recommendations has no value in the eyes of the customer. And rightly so! Make sure that these elements are not only present, but that they have depth. Make sure they’re achievable. Because they’ll determine the strategic plan. Including performance indicators and marketing activities for the next 12 months. And with a review every quarter.
If you still have any doubts, contact us . We’ll be happy to take the discussion further by showing you concrete examples of audits we’ve carried out for our customers.
We look forward to hearing from you!
[1] By strategic marketing, I’m referring to the fact that strategy is based on market research and analysis. This helps define the real issues facing the company. Based on these challenges, fundamental growth strategies are chosen (positioning, offering, segmentation, etc.). These choices are followed by the setting of objectives, which are then applied operationally through the implementation of the marketing mix.
