Why Is an Inbound Marketing Audit Important?

Apurva Pathak | December 28, 2021 | 92 views

Inbound Marketing Audit

Inbound Marketing

Businesses put effort into designing their inbound marketing strategies to seek growth opportunities. In inbound marketing strategies, target audiences are attracted, engaged, and delighted by businesses by using valuable content. They also communicate with the customers regularly through inbound sales calls and keep the customers happy through timely and prompt assistance.

Businesses use an inbound marketing strategy that they have trusted for years, while some still struggle to grasp the power of inbound marketing. In both cases, if the strategy doesn’t show the expected results, it becomes a matter of immediate concern.

Why Should You Conduct an Inbound Marketing Audit?

In an interview with Media 7, Daniel Englebretson, Founder of Khronos, talked about rise of AI in ABM and the success of marketing programs.

“The best programs, and the best marketers, have built their success on the back of rapid iteration and a long history of testing, learning, and continuously improving.”


Continuous improvement in marketing can happen only when you carry out regular assessments or audits of your marketing strategy, inbound, and outbound.

A marketing audit looks at the business environment, strategy implementation, systems, organization, productivity, and function of the strategy. It is undertaken when there is a change in leadership, the business is lagging compared to competitors, has rapid growth or is terribly stuck, or when a design overhaul is planned.

Here is why you should conduct an inbound marketing audit:

  • Identifying Weaknesses
If an inbound marketing strategy suddenly stops working, you need to find its weaknesses and remedy them in time to get the best results. This is called “strengths, weaknesses, opportunities, and threats” (SWOT) analysis.

An audit will help you analyze the effectiveness of the channels and the tactics you use as compared to industry standards and find out the reasons behind ineffective lead generation. An effective audit also rigorously checks the marketing tools your team uses.

You can make adjustments and improvements to the strategy based on the audit. You can look into channels like websites, paid search, email marketing, social media, and organic search to assess the performance of your strategy.

  • Spotting Growth Opportunities
When expanding the business, introducing a new product or service, conducting an audit can add great value to your plan. You can evaluate your business position, rate your customer satisfaction and engagement, know how well you are exploiting your existing opportunities, and if you are using the right channels and messaging to get in touch with your target audience.

If you find anything amiss, you can promptly deploy resources to course-correct your team and work towards a better ROI through the inbound marketing strategy.

  • Reaffirming Goals
Reaffirm your marketing and business goals by assessing important data-driven perspective metrics like keyword ranking, post engagement, customer acquisition cost (CAC), email click-through rate, and lead quality. For example, if your website is not optimized for SERP and doesn’t grab the attention of your users, it could be the reason behind ineffective lead generation. In such a case, you can re-evaluate your content strategy.

Things like text-to-image ratio on web pages, irrelevant images, and weirdly placed call-to-action (CTA) buttons can affect the user’s journey. If some pages are unresponsive on mobiles or tablets, then the audit will help you find those and implement appropriate solutions.

Knowing what is working and what isn’t helps you know what you need to do next to get optimum results from your inbound marketing strategy.

  • Keeping Your Team Motivated
Every team is a defined stakeholder in the company's success. Right from the sales team, customer experience, IT architects, c-suite, product developers, to your marketing team, everyone will know their strengths and weaknesses through the audit. A regularly conducted marketing audit will keep your teams motivated to perform their duties well.

  • Boosts ROI
Boost your ROI by ditching things that do not work. Allocating resources to your business strengths instead of your marketing weaknesses will help you get the ROI you expect. You can also focus on introducing new plans to revive the part of the strategy that is no longer working. It can be anything from redesigning a few website pages to hiring a new SEO expert.

What Does a Strong Inbound Marketing Audit Look Like?


A strong marketing audit yields results that enhance your strategy, improve your ROI, and help you step up your game so you don’t fall behind in the race with your competitors. These are the characteristics a strong inbound marketing audit will have:

  • Autonomy
An effective audit should be autonomously conducted by a third-party auditor so you do not skip the hard parts and the management completely cooperates in the process. The more stringent the audit, the better the understanding of potential growth opportunities, managerial snags, and resource allotments.

  • Perfect Structure
The audit has to be systematically structured to cover all bases, like contact channels, business environment, customer experience, design, engagement, SEO, SMM, and sales management, so no crucial elements are missed.

  • Conducted Regularly
Conduct the audit at regular intervals of time, at least once a year. It should be a part of your marketing calendar or your strategic marketing plan.

  • Business-specific
The audit should factor in the technology, expertise, and experience of your business. It should consider factors like political, legal, and socio-cultural issues that arise from the location of your business. Competitors, best practices, and conditions should also be considered. 

How Eclipse Software Saw a 370% Increase in Organic Traffic in a Year

Manchester-based software company Eclipse Software hit a snag when their online presence wasn’t translating into revenue, leads, or ROI. They hired Noisy Little Monkey, a service-based digital marketing agency in the UK, to help them boost their online presence. Noisy Little Monkey ran a marketing audit for them and found issues like page speeds and content offerings, and they ran campaigns using gated content. As a result of such campaigns and website improvements, Eclipse Software saw a 370% rise in their organic traffic in a year, with a conversion rate of 3.7%.

Key Takeaways

An inbound marketing audit is crucial for identifying the strengths and weaknesses of your marketing strategy. It can tell you which areas need improvement, how to allocate your resources better, and how to increase your growth opportunities and ROI through data-driven perspectives and more to achieve better results.

FAQ


At what time interval should you conduct an inbound marketing audit?

Every business should conduct an audit once every six to twelve months.
 

What are the characteristics of an inbound marketing audit?

An inbound marketing audit should be autonomous, periodically carried out, systematic and business-specific.

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6sense Ranks No. 550 on the 2022 Inc. 5000 Annual List, With a Three-Year Revenue Growth of 1136 Percent

6sense | August 22, 2022

Today, Inc. magazine revealed that 6sense, the leading platform for B2B organizations looking to generate predictable revenue, moved up 386 spots on the esteemed Inc. 5000 to No. 550. The Inc. 5000 list is the most prestigious ranking of the fastest-growing private companies in America. The annual list represents a one-of-a-kind look at the most successful companies within the economy's most dynamic segment — its independent businesses. "We are dedicated to transforming how sales and marketing teams grow revenue, efficiently and predictably," said Jason Zintak, CEO of 6sense. "We are dedicated to transforming how sales and marketing teams grow revenue, efficiently and predictably," said Jason Zintak, CEO of 6sense. "The growth 6sense has experienced the past few years is a direct result of our difference makers—our employees, who inspire me with their passion, creativity, and integrity, and who give our customers the confidence that 6sense will continually provide meaningful value. This recognition is an honor we celebrate together." 6sense Revenue AI™ is the market-leading platform used by B2B revenue teams to address the $2 trillion in waste across sales and marketing efforts each year. Applying the power of AI, big data, and machine learning to replace uncertainty with insights and confidence across the entire buyer's journey has proven to increase average deal sizes by 100%, improve conversions by 20%, and close deals 30% faster. "Building 6sense, we believed that knowing when buyers were in market to buy could vastly improve the B2B buying experience — and increase revenue for our customers. It was a simple idea, but hard to do. It would take best-in-class data, analytics, and AI to surface game-changing insights that predict which accounts are in market. Rising the ranks of the Inc. 5000 list is a significant recognition of the hard work and resilience every founder, leader, and team pours into their ideas," said Viral Bajaria, CTO and co-founder of 6sense. "The accomplishment of building one of the fastest-growing companies in the U.S., in light of recent economic roadblocks, cannot be overstated," says Scott Omelianuk, editor-in-chief of Inc. "Inc. is thrilled to honor the companies that have established themselves through innovation, hard work, and rising to the challenges of today." 6sense has won several awards and distinctions this year, including being named a Forbes Cloud 100 Honoree, MarTech Breakthrough winner, B2B Marketing ABM Platform of the Year, Forbes AI 50, and one of the Top 50 Best Companies to Sell For. Complete results of the Inc. 5000, including company profiles and an interactive database, can be found at www.inc.com/inc5000. About Inc. The world's most trusted business-media brand, Inc. offers entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multiplatform content reaches more than 50 million people each month across a variety of channels including websites, newsletters, social media, podcasts, and print. Its prestigious Inc. 5000 list, produced every year since 1982, analyzes company data to recognize the fastest-growing privately held businesses in the United States. The global recognition that comes with inclusion in the 5000 gives the founders of the best businesses an opportunity to engage with an exclusive community of their peers, and the credibility that helps them drive sales and recruit talent. The associated Inc. 5000 Conference & Gala is part of a highly acclaimed portfolio of bespoke events produced by Inc. For more information, visit www.inc.com. About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI™ captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter.

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Intent HQ Launches AI-Guided Campaign Audience Builder - Audience AI - and Drives 51% Higher Marketing Uplift for Verizon

Intent HQ | September 22, 2022

Intent HQ, the customer AI analytics platform company, launches Audience AI, the first AI-guided dynamic audience builder for telco marketers. Audience AI is designed to help telcos identify new hidden opportunities within their customer base and achieve significantly improved campaign performance. It uses machine learning to find target consumers based on behavioral similarity indicators without needing data scientists or business intelligence (BI) intervention. Intent HQ believes telco marketers are missing out on many new revenue-generating opportunities because they cannot achieve the right level of relevance when it comes to audience selection. Due to a lack of appropriate tools, campaign building takes too long, and existing practices fail to identify the best audiences for each marketing message. These lead times and suboptimal audience selection lead to missed opportunities, greater opt-outs, and customer brand fatigue. Audience AI was designed to solve these problems. Audience AI delivers outstanding revenue growth for Verizon Protect campaign. Audience AI was used by the Verizon consumer marketing team to better target and expand the audiences for Verizon Protect, the company’s leading device insurance product. Protect is offered periodically during time-limited “open enrollment” campaigns and is targeted to customers who had not elected to add Protect at the time of their device purchase. Audience AI achieved outstanding results for the campaign: 51% incremental take rate from the campaign compared to the existing audience selection model $378k incremental revenue generated Three key features of Audience AI As a self-serve audience-building tool for increasing campaign relevancy and ROI, Audience AI offers the following essential features: Simple. Audience AI has an easy-to-navigate user interface. Any member of the marketing team can feasibly turn around effective campaign audiences without the need for specialist support. Responsive. Marketing users can query a range of predictive indicators in real-time to identify their target customers. Audience building has been a complex and time-consuming job that relies upon human intuition supported by data analyst teams. Audience AI makes the process much easier, taking the guesswork out of audience development and saving campaign managers hours of time. Safe. Audience AI bypasses the need for extensive legal approvals by utilizing the Intent HQ SafeSignal engine to deliver privacy-safe audience data. How Audience AI works Audience AI is a machine learning tool that uses behavioral and/or event-based inputs to create an audience ‘seed’. Intent HQ’s proprietary data science algorithms create a viable and relevant campaign audience at a statistically significant scale. What the industry thinks about Audience AI Patrick Fagan, Head of Behavioural Science at Kubik Intelligence says, “Audience AI is the only audience creation solution that harnesses the power of machine learning to analyze weblogs and other behavioral data. This allows telco marketers to build targets of behaviorally similar customers that would not otherwise be easily identifiable. Most importantly, it has full consumer privacy baked into the design.” Andy Herz, Director, Value-Based Marketing at Verizon, says, “We wanted to see if we could take our audience targeting to the next level by leveraging behavioral insights developed with Intent HQ’s platform. Our goal is to create marketing that is so relevant to our customers that they view our messages as helpful suggestions as if we were a friend. Audience AI is helping us do that by giving our marketers fingertip access to human-level insights and making them truly actionable. The results have been exceeding expectations, sometimes by a very wide margin.” See Audience AI in action at Digital Transformation World. Intent HQ will launch Audience AI at TM Forum’s Digital Transformation World in Copenhagen, 20 – 22 September 2022. Visit booth 249 in the Quad to see this unique martec solution in action. About Intent HQ. Unlocking customer intent. Intent HQ is an AI analytics platform company that enables service providers, such as telecommunication companies, to leverage previously untapped subscriber data to significantly improve marketing campaign lift and generate new revenue streams through data monetization. Unlocking customer intent, our proprietary privacy-safe platform uses advanced AI and machine learning to draw on detailed insights gathered from diverse behavioral data sets. This allows our clients to take marketing and customer experience to a new level of personalization while completely preserving privacy and compliance. Nominated as one of the fastest-growing companies on the FT 1000 ranking, Intent HQ is a global team of 100+ data scientists, digital marketers, CRM experts, and psychologists with operations in London, New York, Barcelona, and Lisbon. To learn more about Intent HQ and its range of products, go to www.intenthq.com.

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