12 B2B Marketing/Lead Generation Assessments; Is Your Firm Optimized?


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All of our initial engagements begin with a 12-step lead management assessment. Before recommending any changes to a strategy or tactic, it’s ideal to review our checklists in order to optimize. After we do our assessments, we put together a detailed strategic plan designed to optimize each specific element of your marketing strategy. We’re always surprised how many firms aren’t optimized for lead generation or sales conversion. So, please assess your firm; it’s goals, audiences, strategies, and tactics. Review our approach.

Each assessment we use is prepared in question format. Topics covered are:

  • Overall Marketing/Branding
  • Target Audience
  • Lead Management Process
  • Lead Generation Strategy
  • Media Strategy
  • Search Marketing
  • Search Engine Optimization
  • Social Media/ Blogging
  • Website/Landing Page Conversion Optimization
  • Content Strategy
  • Lead Nurturing Strategy
  • Analytics/ Website Management

Here are some examples of what we ask for each assessment:

Overall Marketing

  1. What makes your product/service unique?
  2. What are your business challenges?

Target Audience

  1. Why is a prospect engaging with you? What do they need?
  2. What are the top 3 reasons why a prospect should consider your solution?

Lead Management

  1. Do both sales and marketing departments agree to what is defined as a universal lead definition/customer
  2. Are there guidelines in place for when marketing sends leads to sales?

Lead Generation

  1. What are your current top lead generators based on quality of leads?
  2. Do you have an approach to upsell or cross-sell existing customers?

Media Strategy

  1. Have you strategically combined traditional and digital media channels?
  2. How would you rate the effectiveness of your digital media buys?

Search Marketing

  1. Are you pay-per-click ads linked to specific, relevant landing pages to limit bounce rates?
  2. Are you ads compelling, promoting key benefits, unique, and a offer a call-to-action?


  1. Do page URLs contain relevant keywords, succinct, and descriptive?
  2. Have you analyzed top keywords from a prospect’s perspective?

Social Media

  1. What is the clear benefit to your firm by participating in social media channels?
  2. Have you researched specific channels and have a strategy to engage within each channel?
  3. For your blog, do you have an editorial calendar prepared, and is it being followed?


  1. What is the goal of your website or landing page? What do you want visitors to do?
  2. How will you measure these goals?
  3. Is your copy written for your buyer’s needs and with their language?


  1. Do you have a content strategy for each phase of a prospect’s buying cycle?
  2. Have you developed buyer personas with which to target your content?

Lead Nurturing

  1. Are you aware of the benefits of a sound lead nurturing program for your firm?
  2. Do you utilize a lead scoring model? Does sales and marketing agree on the score that determines when sales receive high quality leads?


  1. Do you understand the objectives of setting up conversion goals in analytics?
  2. Are you consistently reviewing website data and reports, and making marketing decisions based on the data?

To download are full set of assessments, click on this link: Marketing Assessments. I hope you realize the importance of assessing each element of your strategy. Only by optimizing each segment can you fully see and measure the benefits of a lead generation/lead management strategy with the goal to grow your firm and increase marketing ROI.

Republished with author's permission from original post.

Paul Mosenson
Owner of NuSpark Marketing Helps B2B and B2C companies market themselves through integrated tactics, (traditional advertising, internet advertising, SEO, social media), conversions, and sales through lead nurturing/marketing automation.


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