B2B digital advertising audit: Reshape your strategy

Nov 17, 2020


by | Nov 17, 2020 | Strategy


If you’re going to invest in B2B digital advertising, then you need to do it right.

But without a clear idea of your current performance, it’s impossible to set the goal posts and move forward. Also, your budget is precious. So it’s critical to choose the right digital advertising strategy to mitigate risk and maximise your investment.

In this digital advertising audit, there are 30 questions to interrogate your digital advertising programmes. Use them to evaluate, compare and inspire change.

Then, architect a plan from the insights and considerations that are highlighted in the results of this audit to keep pace with the leaders in B2B marketing.


How to complete the digital advertising audit


This audit is a simple question-based audit, covering overarching strategy, channel mix, data, performance and integration.

Simply answer ‘yes’ or ‘no’ to uncover considerations for change.


Let’s begin


Overall strategy:
  1. What are the milestones in the next 6 to 12 months that are highly relevant to your performance marketing programme?
  2. Do you consider the prospect stage when selecting tactics and channels for your B2B digital advertising?
  3. Do you prevent a converted prospect from seeing the same ad or asset for a second time (in a lead generation campaign)?
  4. Do you have a measurement framework to determine KPIs and success criteria for your advertising programmes?
  5. Have you defined and classified buyer lifecycle stages and lead quality?
  6. As part of marketing strategy do you have well defined personas to build right audience targeting?
  7. Do you have a content marketing editorial calendar that defines your strategy on content production and publishing?
  1. Do you create your strategy for each channel separately? I.e. your strategy for Search is considered separately from LinkedIn?
  2. Do you map tactics across platforms to check that all bases are covered, there is no cannibalisation or duplication, and that tactics and channels are maximised?
  3. Do you use programmatic and/or display advertising as part of your lead generation strategy?
  4. Do you use retargeting as part of your lead generation strategy?
  5. Do you review your account structure in Google every 2 years to ensure it’s optimised to meet performance?
  1. Are you using third party data feeds to enhance your advertising activity?
  2. Are you able to combine multiple sources and types of data to give you insight into your advertising across channels?
  3. Do you have dashboards set up that show advertising performance?
  4. Are your ad platforms integrated to your marketing automation platform and CRM?
  5. Do you know your headroom capacity for digital advertising over and above what you’re currently doing?
Integration and systems:
  1. Do you know which keywords are generating marketing qualified leads (MQLs) in your CRM?
  2. Do you know what content assets drive the most high quality conversions?
  3. Do you know which campaigns are generating opportunities?
  4. Do you know which channels drive the most marketing qualified leads (MQLs)?
  5. Do you know if the leads generated are rejected or accepted by the lead qualification team?
  6. Are you able to get the level of insight you need through tracking and tagging campaigns?
  1. Are your click through rates above industry standard?
  1. Do you see an upweight in performance when you combine tactics?
  2. Do you know if there is headroom for lead generation across your channels?
  3. Do you have strategies and/or tactics that enable you to quickly upweight lead generation if the business requires (assuming budget is available)?
  4. Do you know which assets and ad creative are under-utilised?
  5. Do you know which assets are your highest and lowest performing assets?
  6. Are there gaps in technology regarding building/managing/analysing performance marketing campaigns?

How did you get on?


Planning, implementing and driving digital advertising strategy is a constantly evolving process. That’s why it’s important to regularly assess to spot gaps in your strategy and find new focus areas. It’s those ‘no’ answers that might spur on a new idea or area to explore.


What’s next?


Start rethinking your strategy by reading Breaking boundaries in B2B digital advertising >>


Want to discuss the results of your audit?
Get in touch. B2B digital advertising is complex and we’d be happy to share our experience working with global B2B brands to help you make a step change.

Further reading

The impact of the strategic skills gap in marketing technology

When conversion tracking goes wrong, everything gets shaky

Leading change: Unpacking the Forrester B2B Summit, North America