Digital Marketing Maturity | Self Assessment

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Welcome to the Digital Marketing Maturity diagnostic. Complete this quick self-assessment survey and you'll receive a personalised report revealing your brand's maturity rating

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Does your business sell Products/Services or both?

Product

Service

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Which best describes your Marketing Department?

We have one or less Full-time Marketing Manager

We've a marketing team

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What is the #1 single biggest obstacle holding you back right now from reaching your growth goals?

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What is your current database management and data acquisition strategy?1/3

Only use the data we have with basic contact segmentation

Occasionally rent / purchase data to supplement contacts

Collect, segment and profile using inbound and outbound campaign responses

Update data in real-time by tracking prospects’ online and offline behaviour

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What is your current approach to channel marketing?2/3

Predominantly rely on non-digital channels

Active in established paid media channels – both online and offline

Always use a mix of web, mobile and social channels alongside traditional

Upscale and downscale multi-channel spend / activity in real-time

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Which content formats do you mainly use to target customers and prospects?3/3

Traditional assets inc. brochures, technical documents, newsletters, exhibitions

Static desktop-friendly content vehicles such as PDF reports, blogs and webinars

Mobile and social-friendly assets inc. apps, video infographics and eBooks

All types of platform-neutral, multi-media assets fully integrated with web

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Reach & Attract Score

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Reach %

/100

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Reach & Attact (CMS - TEXT)

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Reach & Attact (>50%)

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Reach & Attact (50-75)

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Reach & Attact (75-100)

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To what extent are your web platforms optimised for user experience?1/3

Our site and / or content is built around a product/solution architecture

Our site and / or content is structured by sector, user goal or job function

Our site and / or content reflects the stages of the buyer journey

All of our platforms and content are integrated and personalized

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How do you generate and segment your content?2/3

Struggle to regularly produce or segment content in-house

Push out generic, market-wide content at semi-regular intervals

Map content to a pre-defined buyer timeline

Use dynamic content to provide a personalised user experience

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How do you manage process of serving up content and tracking its consumption?3/3

Content is either not hosted online or doesn’t feature tracking codes

Most / all content is website hosted with limited tracking functionality

Dedicated landing pages used for campaigns / assets with lead forms

Dynamic landing pages that are buyer persona and timeline segmented

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Engage & Inspire Score

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Engage %

/100

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Engage & Inspire (CMS Text)

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Engage & Inspire (>50)

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Engage & Inspire (50-75)

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Engage & Inspire (75-100)

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How does marketing assist the process of accelerating the buyer journey?

Communicate only when we have a campaign running

Basic open / no click emails and / or lapsed / dormant customer communications

Personalized re-targeted display ads

Automated email triggers mapped against the buyer journey

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How do you qualify leads that have been generated by marketing?

We rely solely on sales to qualify some / all prospects by phone or face-to-face

We rely on the completion of lead forms and basic marketing metrics

We use lead scoring models based on the web behavior of prospects

We use predictive analytics based on digital and traditional interactions

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How does marketing function assist sales with prospect intelligence?

We manually pass through leads by hard or soft copy

Basic contact information is regularly routed through to sales

All relevant customer / prospect data automatically syncs with CRM

We provide a total view of the customer via a universal dashboard

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Nurture & Convert Score

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Nurture %

/100

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Nurture & Convert (CMS Text)

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Nurture & Convert (>50

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Nurture & Convert (50-75)

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Nurture & Convert (75-100)

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To what extent do you have people with dedicated marketing roles and specialisms?

Our marketing function is comprised of general, all-round practitioners

We recruit or outsource specific tasks/roles depending on need

We have specialists in some, but not all marketing disciplines

We have full time specialists in most/all roles or supplement with agency expertise

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What tools and technologies do you currently deploy?

We don’t currently use tools that automatically trigger emails / campaigns

We use basic campaign automation tools to manage campaigns

We deploy cloud based apps to connect data and systems together

We have a marketing cloud solution using best-of-breed tools / apps

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How do you measure the success of your marketing investment and campaigns?

Reply on indirectly attributed sales figures and anecdotal evidence

Soft metrics such as web analytics, click thru rates and basic ROI measures

Pipeline value of marketing qualified and sales accepted leads

Value of sales accepted leads (pipeline or actual) aligned to campaign spend

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Analyse and Optimise Score

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Analyse %

/100

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Analyse & Optimise (CMS Text)

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Analyse & Optimise (>50)

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Analyse & Optimise (50-75)

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Analyse & Optimise (75-100)

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Total Score

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