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B2B Marketing Gap Assessment — Marketing for Tech

Marketing for Tech — Free Assessment

Does your B2B tech marketing have a strategy gap, an execution gap, or both?

15 questions. Instant results. Understand exactly where your marketing is breaking down — and where to focus next.

15 questions Takes ~4 minutes Free, no obligation

Your progress 0 of 15 answered

Part 1 — Strategy

Clarity, positioning, and direction · 7 questions

Question 1 of 15

How clearly defined is your Ideal Customer Profile (ICP) — industry, company size, role, and specific pain point?

We target anyone who might benefit from our solution

We have a rough idea but it varies by deal

We have a written ICP that most of the team knows

We have a specific, documented ICP used across sales and marketing

Question 2 of 15

If your CEO, your head of sales, and your latest piece of content were asked "what makes you different?" — how aligned would the answers be?

Very different — each would say something else entirely

Somewhat aligned but the wording is inconsistent

Mostly aligned with minor variations

Fully aligned — we have a documented messaging framework everyone uses

Question 3 of 15

Why did you choose your current marketing channels (LinkedIn, email, events, content, ads, etc.)?

We do what competitors do or what felt natural to start

We've added channels over time without a clear rationale

We made channel choices based on some buyer research

Every channel was chosen based on where our buyers are and our go-to-market motion

Question 4 of 15

How well is the buyer journey mapped — from first awareness of a problem through to a signed deal?

We haven't mapped it — marketing hands off to sales when someone shows interest

We have a rough idea but it's not documented or agreed upon

We have a mapped journey that marketing loosely follows

We have a detailed journey map that informs content, nurture, and sales handoff

Question 5 of 15

How aligned are your marketing and sales teams on what a qualified lead looks like?

Sales thinks marketing sends bad leads; marketing thinks sales doesn't follow up

There's tension but we manage it deal by deal

We have an informal agreement that mostly works

We have a documented MQL/SQL definition both teams built together and use

Question 6 of 15

Does your marketing have clear KPIs tied to pipeline and revenue — not just activity metrics?

Our marketing report is a list of things we did

We track some metrics but they're mostly output-based (posts, emails, clicks)

We track leads and some pipeline metrics

We have outcome-based KPIs (pipeline generated, CAC, MQL-to-SQL rate) reviewed regularly

Question 7 of 15

How well-defined is your market positioning — what you stand for and why buyers should choose you over alternatives?

We rely on our product to speak for itself

We have a positioning but it's mostly in the founder's head

We have a written positioning statement most of the team has seen

We have a fully documented positioning framework actively used across all marketing

Part 2 — Execution

Consistency, integration, and performance · 8 questions

Question 8 of 15

How consistently is your marketing content published and distributed across channels?

We publish when we have time — it's reactive and irregular

We have some cadence but it's often interrupted

We publish consistently but distribution is limited to one or two channels

We have a planned editorial calendar with consistent publishing and multi-channel distribution

Question 9 of 15

When you run a campaign (ads, events, emails), how often do you test, optimize, and iterate based on data?

Campaigns run until they end — we rarely go back to optimize

We review occasionally but have no structured testing process

We test some elements and adjust when results are clearly off

We run structured A/B tests with a regular optimization cadence built into every campaign

Question 10 of 15

How coordinated are your marketing channels — does a prospect experience a coherent journey across content, email, ads, and sales outreach?

Channels operate independently — no coordination

Some coordination but prospects often get mixed or repetitive messages

Channels are loosely aligned around campaigns

Channels are fully integrated — a prospect moves through a planned, coherent experience

Question 11 of 15

Once content is created, how thoroughly is it repurposed and promoted?

We publish and move on — little to no promotion or repurposing

We share on one channel (e.g. LinkedIn) and that's usually it

We repurpose some content into different formats or channels

Every piece of content has a planned distribution and repurposing plan before it's published

Question 12 of 15

Is there a lead nurture sequence that keeps prospects engaged when they're not yet ready to buy?

No — leads either convert quickly or go cold

We follow up manually when we remember to

We have a basic nurture sequence but it's not segmented or personalized

We have automated, segmented nurture flows mapped to buyer stage and persona

Question 13 of 15

How well does your website convert visitors — does it speak to buyer pain and guide them to a clear next step?

Our website is mainly a product/feature overview written for a technical audience

It covers benefits but the messaging isn't sharp and CTAs are generic

It addresses buyer pain reasonably well with clear CTAs

It's built around buyer pain points, tested regularly, and consistently generates qualified inbound leads

Question 14 of 15

How planned and proactive is your marketing — do you operate from a roadmap or mostly react to what's urgent?

Almost entirely reactive — we decide week to week based on what's pressing

We have some forward planning but it often gets disrupted

We plan monthly with a loose quarterly view

We run from a quarterly marketing roadmap with defined campaigns, milestones, and owners

Question 15 of 15

Does campaign performance data regularly feed back into your strategy — shaping ICP refinement, messaging, or channel focus?

We don't have a structured review — we move on to the next thing

We review metrics occasionally but they rarely change how we work

We do quarterly reviews and adjust some priorities based on data

Execution data continuously informs strategy — we have a regular feedback loop built into our process

Get your personalised results

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Your assessment results

Overall score

out of 45

Strategy

out of 21

Execution

out of 24

Score breakdown

Strategy

Execution

Where to focus first

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