Why a marketing audit for tech and SaaS companies?
As we move along in 2023 I’m seeing more clients ask themselves ‘why are we doing what we’re doing?’. They ask that because they haven’t done a marketing audit for their tech or SaaS company.
As a tech CMO, I always start with “well, what’s working and what’s not?”.
Many of them just don’t know.
If you don’t where to start, look at the info on my web page about marketing audits. This will give you a current foundation on how to go about a marketing audit for tech and SaaS companies.
There are 3 brief audio/video overviews plus links to The 2023 CMO Survey and The 2023 State of B2B Marketing Budgets.
Disclaimer: Yes, this page was created for a marketing audit service I offer. But it will show you how the pros do it.
Marketing audits must be tailored to market segmentation
Why change? Why now?
Marketing audits for tech and SaaS companies answer these questions. Especially critical in 2023, a marketing audit shows:
✔︎ where are we wasting money?
✔︎ how should I focus the marketing budget?
If your company is a going concern, a marketing audit is an essential first step to creating a marketing plan. How can you plan for next quarter or next year when you don’t know what’s working, and what’s not?
Marketing audits for tech and SaaS are different
Marketing audits for tech and SaaS companies are different because the B2B buyer has very different motivations than the B2C buyer.
Yet, the tech and SaaS buyer has very different motivations than the office furniture buyer.
Buyer personas in different industry verticals have different purchase preferences. So your marketing audit must be tailored to your vertical.
What works for office furniture buyers typically won’t work for tech or SaaS buyers.
What is the state of your marketing?
A systematic appraisal of your marketing is a sure way to help you explain the marketing budget.
Every business is its own ecosystem. Marketing presents your ecosystem to the marketplace, with incentives to engage and dive deeper.
The best way to determine the state of your presentation and incentives is to do a marketing audit for your tech or SaaS company.
Of course, allocating resources to do a proper audit is difficult for many companies.
That’s where market strategy consulting firms like mine come in handy.
Most of our marketing audits cost between $10K and $15K, depending on your company size.
We complete them in two weeks.
Feel free to check out the details on our web page.