Why your B2B Marketing & RevOps Need an Audit

There are typically 2 scenarios that push companies to conduct a marketing and/or RevOps audit:

Scenario 1 (and most common): Something’s not working in your marketing or Revops and you can’t quite put your finger on the root cause(s). Or you know what the problem is and are not sure how to fix it.

Scenario 2: You want to make sure you are on the right track to reach your goals and would like an external marketing and RevOps auditor to confirm this and perhaps give you additional pointers. Pretty much like taking in a car to be serviced annually even though it’s running fine.

There is also scenario 3: When the CMO or RevOps leader needs to provide external benchmarks to report to management. 

Whatever your reason, I have yet to have someone claim that auditing was a waste of time or a bad idea. Wouldn’t you want to know the status or your RevOps and marketing operations?

Over the past 18 months we’ve had increasing demand for these audits from young and veteran companies,  and so we’ve decided to create a service around it. Read on 🙂

What is a B2B marketing and/or RevOps audit?

As the name implies – an audit comprises an evaluation of your current plans and set up of various elements of your marketing and RevOps stack and provides input on their readiness to perform and achieve your goals. It also highlights areas for improvement and should provide suggestions for additional routes to reaching your goals.

More often than not,  an external person or agency conducts this in order to ensure neutrality.

For example, an audit could help you shed light on the following questions:

• Is your paid campaigns budget sufficient to reach your goals? Are your SQLs costing you way too much? What is too much? What is the benchmark? When was the last time you reviewed your audience targeting settings? Perhaps they are too wide? Or narrow?
• Why isn’t all the content you are creating driving more inbound traffic? You know the clusters and keywords you wanna rank for, but have no idea how to tweak your SEO and content strategy? It’s not just about writing more content. It’s about quantity, quality and the distribution mix. 
• You’ve got an excellent product, but so do your competitors. Is your messaging and creative standing out and reaching the right audience? Are you answering their painpoints?
• Why am I seeing different data on HubSpot, SalesForce and the paid platforms? Why do we have so many irrelevant lists on HubSpot? Why isn’t there one dashboard with the KPIs you need to report on to management?

I could go on, but you get the point.

When is the best time for a B2B Marketing & RevOps audit?

It's NOW. (just kidding) ((nope, I ain't))

But hear me out - you’ve got your 2024 goals set, your SKO has been and gone, and you’re well and truly half way through Q1 (at least). If you don’t know how and whether you’ve got everything in place in order to crush the targets, what’s your plan B? And if there’s no plan B just yet, now is the time.

Envy’s Audits

If you’ve made it this far, chances are you’re interested in an Envy audit. 

We’ll review any one (or all) of the following and provide you with actionable insights and fixes:

• Paid campaigns audit - From bidding strategy and campaign set up to ad copy effectiveness, this audit is sure to inject new conversion energy into even the driest of funnels.
• HubSpot audit - We will compare your reporting requirements/wishlist with the state of your HubSpot data, and provide you with an actionable plan to close the gaps. Achieve the dashboard of your dreams.
• Brand or product messaging audit Is your messaging standing out from the crowd? Are your competitors crushing it or you? What is your messaging missing to become outstanding? We’ll provide the list. 
• Inbound content review - We’ll check what your ICP is searching for and evaluate the effectiveness of your B2B inbound marketing strategy. We’ll then fill you in on which content you are missing to increase engagement in 2024.
• SEO audit - As SEO is still king, we’ll help you help others find you on Google more easily. We’ll review  your clusters and keywords to enhance your site's visibility in search engine results.
• Technical SEO review - Is your website technically sound and SEO-friendly? Grab your thorough report of all the stuff slowing down your website (like site speed, mobile responsiveness, crawlability and more).
  

The best part is that each audit will take no longer than 7 working days to complete.

You can learn more about it here.

See you on the other side.