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Question 1 of 8
Do you have a clear understanding of your buyers personas?
We have buyer personas developed from our own experience of dealing with customers.
Yes, we conduct in-depth interviews to assess needs, interests and values of our buyers.
No. We have a rough idea of who our buyer personas are we don't see the point in spending time on an exercise like this.
Question 2 of 8
How aligned are your sales and marketing teams?
Not very well aligned. Sales usually complain that leads aren't good enough.
Everyone knows what makes a good lead but we don't have anything officially documented or defined.
Marketing and sales teams work closely together on shared goals. They have documented what a qualified lead looks like and a follow up strategy is defined.
Question 3 of 8
Do you understand where every part of your marketing infrastructure fits into your sales objectives?
Yes, we assign resources to our website, social media, advertising, events, emails, based on what they contribute to our lead generation goals.
We don't see the point in some of things but do them anyway because everyone else is doing it.
We are too busy to think much about these things we presume everyone knows what they are doing.
Question 4 of 8
Do you regularly publish content to your blog based on what product or service you want to get leads for?
No, we don't blog.
Yes, we have a regular publishing schedule and decide upon our topics referring to our schedule for marketing campaigns and sales priorities.
We publish blogs ad hoc whenever somebody has the time and feels inspired enough.
Question 5 of 8
Do your lead magnets (cheat sheets, ebooks, free webinars, free consultations etc) align with your sales process?
We don't offer any free content on our website.
We have several content offers but not sure who gets notified of downloads and whether they follow up.
We have a clearly outlined customer journey that is regularly attracting people into the sales funnel. Our free content is updated regularly to stay aligned to our marketing and sales focus.
Question 6 of 8
Do you put an emphasis on improving your copy writing in order to communicate your message as clearly as possible?
Our team are good at writing it would be more beneficial for them to learn how to run ads on facebook or google.
Yes, we have a lot good copywriting skills and know the difference between good copy and good writing. We have high email open and click through rates, our landing pages have high conversions and our social channels have high engagement.
Once it reads well and has no mistakes we are happy that it's good copy.
Question 7 of 8
Do you use social media to promote your website content?
We don't share links to our website as it rarely changes.
We do a lot of posting on social media but it doesn't contribute much to lead generation.
Yes we focus on the channel that aligns best with our business and make sure to be consistently active there. We measure the traffic and conversions on our website that come from that channel.
Question 8 of 8
Are you measuring the success of your marketing?
We actively analyse the performance of every campaign with conversion rates for every step of the process and can quickly identify ares to improve. We regularly work out the return on investment from each campaign.
We don't have time for analysing results we are too busy moving onto the next campaign.
We measure our website analytics and social media insights.