Marketing isn’t just about getting your name out there—it’s about driving real results. Yet, many businesses pour money into marketing without a clear understanding of what’s actually working. If your marketing efforts aren’t consistently generating leads, filling your sales pipeline, and delivering a measurable return on investment, it’s time for a closer look.
That’s why requesting a Marketing Performance Scorecard is one of the smartest moves you can make. It provides an objective, data-driven assessment of your marketing strategy and helps uncover areas where you can improve. In this blog, we’ll explore why every business should evaluate its marketing performance and how to determine if your marketing is truly paying off.
Press play to go beyond the blog: Listen to our BlogCast hosts break down our blog’s key takeaways — and get honest about what to change when your marketing isn’t clicking.
Why Marketing Performance Matters
Most business leaders don’t realize the hidden gaps in their marketing until they step back and analyze the numbers. You may be running ads, posting on social media, or sending email campaigns—but is any of it leading to actual revenue?
Here are some key signs that your marketing may not be working as well as it should:
- You’re not generating enough quality leads: If you’re attracting traffic but struggling to convert visitors into leads, your marketing might not be targeting the right audience.
- Your sales team isn’t getting enough support from marketing: If salespeople are relying on cold outreach instead of warm inbound leads, your marketing strategy may not be aligned with sales.
- You’re spending money on ads with little return: If your cost per lead is too high, or your ads aren’t leading to sales, you might need a better approach to digital advertising.
- Your website isn’t converting visitors into leads: If people are visiting your site but leaving without taking action, you may need better landing pages, calls-to-action, or messaging.
- Your competitors seem to be winning more business: If your competitors are consistently outpacing you, it’s worth analyzing what they’re doing differently.
A Marketing Performance Scorecard helps uncover these issues and gives you a roadmap to improve your marketing efforts.
What a Marketing Performance Scorecard Evaluates
A Marketing Performance Scorecard provides an in-depth analysis of key areas of your marketing strategy, including:
- Lead Generation Effectiveness: Are you attracting enough of the right prospects?
- Website & Digital Presence: Is your site optimized to convert visitors into customers?
- SEO & Online Visibility: How easy is it for potential customers to find you?
- Paid Advertising Performance: Are your digital ad campaigns generating qualified leads?
- Email & Content Strategy: Are you nurturing leads and keeping your audience engaged?
- Social Media ROI: Are your social media efforts translating into business growth?
- Marketing-Sales Alignment: Is marketing truly supporting your sales team’s goals?
By evaluating these areas, businesses can identify weak spots and adjust their strategy for better results.
How to Improve Your Marketing Performance
Once you’ve identified gaps in your marketing, what’s next? Here are a few quick wins that can make a big impact:
- Refine your ideal customer profile: Are you targeting the right people? Adjust your messaging and channels to attract high-quality leads.
- Optimize your website for conversions: Ensure that your site has clear calls-to-action, fast load times, and engaging content that encourages visitors to take the next step.
- Use data to guide decisions: Leverage analytics to understand what’s working and what’s not, then shift your budget accordingly.
- Align sales and marketing: Your marketing efforts should directly support your sales team, providing warm leads instead of relying on cold outreach.
- Automate and nurture leads: Use email sequences and marketing automation to stay top-of-mind with prospects and move them through the buying process.
Take the First Step Toward Better Marketing Results
If you’re not sure whether your marketing is working as well as it could be, you’re not alone. Many businesses operate on assumptions rather than data. That’s why a Marketing Performance Scorecard can be a game-changer.
By evaluating your current marketing efforts and identifying areas for improvement, you can cut wasted spend, generate more leads, and drive better business results.
Want a clear picture of how your marketing stacks up? Request a Marketing Performance Scorecard today and get expert insights and ideas to solve these common marketing challenges.
Common B2B Marketing Challenges
Outdated Website Experience
Your website often serves as a client’s first impression. Yet many websites feature dated designs, confusing navigation, and technical jargon that alienates potential clients. When prospects visit and encounter a site that looks like it was built in 2010, they question whether you can truly support their needs.
Invisible to Google
When local businesses search for “your offering near me”, does your company appear on the first page? Many businesses invest minimally in search optimization, remaining virtually invisible online while competitors capture valuable traffic. Without strategic SEO efforts tailored to your service area and specialties, potential clients never discover your business.
Social Media Dormancy
LinkedIn posts from 2022. A Facebook page with sporadic updates. The social media presence of many businesses reflects neglect rather than strategy. This dormancy signals to prospects that your business might be similarly inattentive to other aspects of operation. Meanwhile, competitors who maintain active profiles position themselves as engaged thought leaders.
Content Desert
The absence of regular blogs, case studies, or videos leaves your expertise hidden. Without demonstrating your knowledge through content, prospects have little evidence of your capabilities. Educational content serves as both a lead magnet and a trust builder—yet most businesses publish sporadically if at all, missing vital opportunities to showcase solutions to common pain points.
Website Lead Drought
Your website attracts visitors, but generates no actual leads. This conversion failure often stems from unclear calls-to-action, absence of compelling offers, or complicated contact processes. When your site fails to convert visitors into prospects, you’re essentially leaving revenue on the table. If you’re counting on “Contact Us” to drive leads, you’re not on the right path.
Video Vacuum
In a digital world where video increasingly dominates communication, too many businesspeople remain camera-shy. The absence of video testimonials, service explanations, or team introductions means missing powerful opportunities to build trust. Despite the obvious appetite for video, this medium remains drastically underutilized to communicate key messages throughout your sales funnel.
Email Campaign Silence
Despite consistently high ROI across industries, email marketing remains underemployed by most businesses. Without strategic campaigns nurturing prospects and strengthening client relationships, you miss crucial touchpoints in the customer journey. Effective email sequences can transform cold prospects into warm leads.
LinkedIn Profile Misalignment
When a prospect researches your company, they inevitably check employee profiles. Outdated or inconsistent LinkedIn profiles undermine your brand message. When your team’s profiles tell different stories about your company’s services and values, it creates confusion rather than confidence.
“49% of B2B buyers look at the seller’s LinkedIn profile as part of their buying process.” – Rick Lambert, IN2communications, Founder & CEO
Paid Advertising Avoidance
Believing organic efforts alone will drive growth can be an oversight. This reluctance leaves strategic opportunities untapped, particularly in competitive markets where visibility comes at a premium. Well-targeted paid campaigns can deliver qualified leads directly to your pipeline—if you know how to execute them effectively.
Why Your Business Needs Professional Marketing Assessment
Just as your clients benefit from your talents, your business could also benefit from an objective third party view of your digital DNA.
Here’s why:
First, you’re too close to your own business. An outside perspective cuts through familiarity bias, identifying weaknesses invisible to internal teams. This objectivity highlights issues you may have unknowingly accepted as normal.
Second, knowing what needs fixing differs dramatically from knowing what to fix first. Professional assessment prioritizes opportunities based on potential impact, preventing resource waste on low-yield activities.
Third, effective assessment establishes baseline measurements for ongoing evaluation. Without proper benchmarks, determining marketing success becomes impossible. You need clear metrics aligned with business objectives.
Finally, competitive analysis provides crucial context for your marketing efforts. Understanding how you compare to other successful businesses illuminates not just where you fall short but which standards you should aspire to meet.
The IN2 Approach: Marketing Performance Scorecard
IN2communications has developed a specialized assessment process that cuts through marketing confusion. Our Marketing Performance Scorecard evaluates your efforts across seven crucial performance indicators.
Here’s how it works:
Step 1: Request Your Scorecard
Requesting your Marketing Performance Scorecard from the IN2 website takes just minutes but delivers substantial insight. After your request, we begin comprehensive data collection across all marketing channels. Our team analyzes everything from website performance to social engagement, search visibility to conversion metrics. We examine technical execution and strategic alignment, identifying disconnects between your marketing activities and business goals.
Unlike consultations that drag on for weeks, we deliver results quickly. Within just two business days of your request, your comprehensive scorecard is ready for review.
Step 2: Attend a Reveal Meeting
Once your scorecard is complete, we schedule a one-on-one reveal meeting with Aaron Dyck, our Virtual Chief Marketing Officer. During this strategic consultation, Aaron breaks down the findings and translates them into clear direction. This session helps you understand not just what needs improvement, but why certain aspects of your marketing underperform, and how to address each issue.
The Aaron Dyck Advantage: B2B Marketing Expertise
Aaron brings over two decades of B2B marketing experience to every assessment. His four years as President of Managed Marketing provided firsthand insight into what separates successful marketing from mediocre efforts.
Aaron Dyck, IN2communications, Virtual Chief Marketing Officer
As Virtual Chief Marketing Officer at IN2communications, Aaron leads our Managed Marketing Services with an approach uniquely tailored to your business. His expertise spans demand generation, brand positioning, and marketing team development—critical skills for businesses seeking growth.
What distinguishes Aaron’s guidance is his genuine understanding of the current sales and marketing business models. He recognizes the specific challenges of marketing technical services to business decision-makers. This industry-specific knowledge allows him to recommend strategies that align with how prospects actually make purchasing decisions.
Unlock Your Organization’s Marketing Potential
Your marketing deserves scrutiny in today’s digital age.
In a competitive landscape, marketing prowess increasingly separates growing organizations from stagnant ones. The companies winning the most valuable contracts aren’t necessarily those with superior technical capabilities—they’re often those who communicate their value with greater clarity and impact.
Request your Marketing Performance Scorecard today and discover how your marketing truly measures up against industry leaders. Within two business days, you’ll gain the insights needed to transform your marketing from a business weakness into a powerful competitive advantage.
About IN2communications
IN2communications is an award-winning digital marketing and web design agency helping hundreds of B2B organizations create awareness, boost consideration rates and generate sales leads.
Our awesome team provides experienced expertise in the following areas: Creative Strategy, B2B Campaigns, Web Development, Video Production, Social Media, Paid Advertising, SEO, Email Campaigns, Blogging, Presentations, Webinars and remarkable Content Creation.
