Marketing is a critical part of growing a B2B business or a professional services firm, but many businesses struggle to gauge whether their efforts are genuinely delivering results. While investing time and resources in marketing can yield substantial benefits, poorly performing strategies can drain budgets and fail to drive meaningful growth.

A marketing audit is an effective way to identify inefficiencies and optimise your current efforts. This process doesn’t require scrapping everything you’ve built; instead, it uncovers missed opportunities and areas for improvement, helping you make targeted adjustments.

Here are six common signs that your firm may need a marketing audit, along with actionable tips to address these challenges.

1. You’re not seeing a clear return on investment

If you’re unsure how much revenue your marketing efforts are generating or suspect that the return isn’t worth the expense, it’s time to reassess. Low ROI often points to inefficiencies such as targeting the wrong audience, using ineffective channels, or failing to track key metrics.

What you can do:

• Track key metrics: Focus on measurable data points such as cost per lead, conversion rates, and client lifetime value.
• Segment your campaigns: Analyse which initiatives are working and which need improvement.
• Set realistic goals: Tie your marketing objectives to specific business outcomes, such as revenue growth or lead acquisition.

A marketing audit will identify where your investment is underperforming and provide a roadmap for reallocation.

2. Your lead generation has plateaued or declined

A steady flow of leads is vital for sustainable growth. If your lead generation has slowed, it could indicate outdated tactics or messaging that no longer resonates with your audience.

What you can do:

• Refresh your content: Are your blogs, emails, and social media posts addressing current client pain points? Revise your messaging to reflect your audience’s needs.
• Revisit your buyer personas: Ensure your strategy is aligned with your ideal client’s needs and preferences.
• Explore new channels: Test emerging platforms, like LinkedIn ads or webinars, to attract potential clients.

An audit will help identify gaps in your approach and uncover small adjustments that can revitalise your lead pipeline.

3. Your marketing efforts feel disconnected

Consistency is essential for building trust and reinforcing your brand. Disjointed messaging or misalignment across your website, social media, and other marketing channels can confuse potential clients.

What you can do:

• Conduct a brand audit: Review your materials to ensure a consistent tone, style, and message across all platforms.
• Streamline your content calendar: Make sure your campaigns align with a unified strategy.
• Use centralised tools: Platforms like Asana or Trello can help manage marketing projects and improve alignment.

A marketing audit will identify inconsistencies and provide a framework for cohesive, consistent messaging.

4. You’re not leveraging analytics effectively

Collecting data is easy; translating it into actionable insights is more challenging. Without understanding what your metrics mean, your decision-making may be based on guesswork rather than evidence.

What you can do:

• Focus on actionable metrics: Look at conversion rates, bounce rates, and lead quality rather than surface-level data like page views.
• Create custom dashboards: Use tools like Google Data Studio or Tableau to visualise performance data.
• Schedule regular reviews: Monthly or quarterly reviews ensure your strategy adapts to changing circumstances.

An audit can help set up better systems for tracking and analysing data, giving you a clearer picture of what’s working.

5. You’re losing ground to competitors

If your competitors are gaining traction while your firm struggles to keep up, it’s a clear signal to reassess your strategy. They may be using tactics or tools you haven’t considered, or their messaging might resonate better with your shared audience.

What you can do:

• Conduct competitive analysis: Research your competitors’ digital presence, marketing campaigns, and client feedback to identify gaps and opportunities.
• Refine your unique selling proposition: Ensure your USP stands out and is relevant to your target audience.
• Experiment with new approaches: Consider content like thought leadership articles, whitepapers, or webinars to boost engagement.

A marketing audit helps you benchmark your performance against competitors and develop strategies to stay ahead.

6. You’ve had a major change in your business

Whether it’s a rebrand, new service offering, or leadership shift, significant changes in your firm can create disconnects in your marketing. If your current strategy doesn’t reflect these changes, it’s likely to underperform.

What you can do:

• Update your messaging: Review your website, social media, and other materials to ensure they reflect your new positioning.
• Reassess your target audience: Changes in your firm may mean targeting new demographics or industries.
• Invest in team training: Ensure everyone understands your updated strategy and messaging.

An audit will align your marketing strategy with your firm’s new direction, making it more effective.

Practical tips for conducting a marketing audit

When it’s time to conduct a marketing audit, follow these steps for the best results:

1. Clarify your goals: Define clear business objectives to guide the audit.
2. Audit one channel at a time: Review each aspect of your strategy individually for a thorough analysis.
3. Bring in external expertise: A marketing consultant can offer fresh perspectives and impartial insights.
4. Prioritise quick wins: Identify and implement small changes first while planning for more significant adjustments.

Why a marketing audit is worth the effort

A marketing audit doesn’t mean starting from scratch. Instead, it helps you refine what’s already in place, fix inefficiencies, and discover opportunities for growth. With a well-executed audit, you can maximise ROI, improve consistency, and gain a competitive edge.

Need help?

If you would like help with your marketing, then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK, and Europe, as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.

Related Services
Marketing Reviews and Audits
Fractional Marketing

Related Blogs
10 B2B marketing strategies that actually deliver results in 2025

Need help?
If you would like help with your marketing, then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK, and Europe, as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.