Digital acquisition audit
Find out whether your B2B marketing infrastructure is built to generate, track, and convert the right leads.
Most B2B marketing problems aren't creative problems. They're infrastructure problems: incomplete attribution, phone calls that vanish, a website that doesn't convert, SEO targeting the wrong intent, and trust signals that aren't there. This 25-question audit assesses your acquisition system across 5 layers and shows you exactly where leads are being lost before they ever reach your sales team.
Free · No login · Takes 8 minutes
A digital acquisition audit, condensed to 25 questions across 5 layers.
If you're spending on advertising, SEO, or content and can't trace that spend to closed revenue, this audit shows exactly where the measurement and conversion gaps are.
What marketing teams ask before and after the audit
The Digital Acquisition Audit covers the upstream layer: channel attribution, call tracking, website conversion, SEO, and trust signals. It diagnoses whether the right leads are being generated and measured before they reach sales. The Sales Funnel Audit covers what happens after leads arrive: pipeline planning, CRM structure, follow-up sequences, call quality, and reporting. They are designed as companion tools. Use the Digital Acquisition Audit if your challenge is lead volume or lead quality. Use the Sales Funnel Audit if your challenge is conversion once leads are in the pipeline.
For B2B companies with high-value products or services (deal values above $10K), 1–3% overall website conversion rate is typical before optimization. With dedicated landing pages for high-intent actions, clear CTAs, multiple conversion paths, and A/B testing, 3–6% is achievable with the same traffic. The highest-converting B2B landing pages, which target specific commercial intent queries with matched offers, can reach 8–12%. Measuring conversion by individual page rather than site-wide is the first step, since site-wide averages mask the pages where the highest-leverage improvements exist.
For most B2B companies with 1–20 paid channels, CallRail provides the best balance of capability and implementation simplicity. It integrates natively with Google Ads, HubSpot, and Salesforce, supports dynamic number insertion, and includes call recording and basic AI transcription. WhatConverts is a strong alternative with more granular attribution data. For companies with complex multi-location setups or enterprise CRM requirements, Invoca provides deeper integration and AI-powered call scoring. The key capability to verify is CRM integration, because call data that does not flow into the CRM does not improve your attribution.
The right balance depends on your sales cycle length, average deal value, and how quickly you need pipeline. Paid advertising generates leads immediately but stops the moment spend stops. SEO takes 6–12 months to build but compounds over time and generates leads without ongoing cost per click. For B2B companies with deal values above $25K and sales cycles above 60 days, a typical allocation is 40–60% to paid channels for immediate pipeline and 30–40% to SEO and content for compounding organic growth. The most important variable is not the percentage but the attribution infrastructure. Without closed-loop reporting, you cannot know which allocation is producing revenue.
Yes, they are complementary and cover adjacent territory. The Digital Acquisition Audit assesses whether your traditional digital channels (paid, organic search, website, local) are generating and measuring leads correctly. The AI Visibility Scorecard assesses whether your brand is being cited and recommended by AI platforms (ChatGPT, Perplexity, Google AI Overviews), which is the layer of the buyer journey now happening before most traditional search interactions. A company can score well on the Digital Acquisition Audit and still be invisible to AI, losing a significant portion of the buyer consideration phase before any of their traditional acquisition channels have a chance to engage.
