What is a good Digital Marketing Score?

For B2B SaaS, a good Digital Marketing Score is 65-100. Typical performance falls in the 35-65 range, and Below 35 is considered poor according to Content Marketing Institute B2B Marketing Report.

📊

Scorecard

Digital Marketing Audit Scorecard

61% of marketers say improving SEO and organic presence is their top priority according to HubSpot data. Score your digital marketing across 10 areas including SEO, paid ads, email, social media, content, analytics, conversion optimization, and brand consistency.

Last updated: May 2026Maintained by CalcStack

A digital marketing audit scores your online marketing across 8 dimensions: SEO, paid advertising, email marketing, social media, content strategy, analytics, conversion optimization, and brand consistency. Score = Sum of (Category Score) across 8 areas, each rated 0-10. B2B SaaS typically target 65-100. 61% of marketers say improving SEO and organic presence is their top priority according to HubSpot data.

Used in

Industries:For Marketing Teams & Agencies

📊 Your visitors see this on your website. Marketing teams embed this tool on their website to qualify leads, visitors score themselves and you see their results before the first call. See plans →

✓ Built on patterns from Stripe, Typeform, and HubSpot✓ Interactive tools convert 30-50% vs 2-3% for static forms✓ 60-second embed, works on any site

↑ This is exactly what your website visitors see when you embed this tool. The only difference: their results are gated behind an email capture form, and every input is sent to your CRM.

What is Digital Marketing Score?

A digital marketing audit scores your online marketing across 8 dimensions: SEO, paid advertising, email marketing, social media, content strategy, analytics, conversion optimization, and brand consistency. It identifies which channels are underperforming and where investment will have the highest impact.

The Formula

Score = Sum of (Category Score) across 8 areas, each rated 0-10

Each category is scored independently. Total is out of 100. The benchmark average for B2B companies is 41.

Worked Example

A B2B SaaS company with 50,000 monthly website visitors audits their digital marketing.

SEO: Keyword strategy in place, technical issues unresolved (7/10)
Paid Ads: Google Ads running but no conversion tracking (3/10)
Email: Monthly newsletter, no segmentation or automation (3/10)
Social Media: Active on LinkedIn, inconsistent elsewhere (7/10)
Content: Regular blog posts, no content strategy document (3/10)
Analytics: GA4 installed, no goals or dashboards (3/10)
Conversion: No A/B testing, basic landing pages (3/10)
Brand: Logo consistent, tone of voice varies by channel (7/10)

📌 Total score: 36/100, below the 41 average. Highest impact improvements: set up conversion tracking in Google Ads, implement email automation, and start A/B testing landing pages. These 3 changes could double lead volume within 90 days.

Why This Matters

Budget allocation

Most businesses waste 30-50% of their marketing budget on underperforming channels. An audit reveals which channels deliver ROI and which need fixing or cutting.

Compounding returns

Marketing improvements compound. Fixing analytics lets you optimize ads. Better ads drive more traffic. Better landing pages convert more traffic. Each improvement multiplies the others.

Competitive advantage

The average B2B company scores 41/100. Reaching 70+ puts you in the top 10% and creates a significant competitive moat that is difficult for competitors to replicate quickly.

Common Mistakes

❌ Investing in new channels before fixing existing ones

A company spending on TikTok ads while their email automation is broken is lighting money on fire. Fix high-ROI channels first, then expand.

❌ No conversion tracking

Running paid ads without conversion tracking means you cannot tell which ads generate revenue. This is the single most common and most expensive marketing mistake.

❌ Treating marketing as a cost, not an investment

Without proper analytics and attribution, marketing looks like an expense. With tracking, you can prove that every $1 spent returns $3-10 in pipeline.

Industry Benchmarks

Category	Good	Average	Poor
B2B SaaS	65-100	35-65	Below 35
Professional Services	60-100	30-60	Below 30
Ecommerce	70-100	40-70	Below 40

Source: Content Marketing Institute B2B Marketing Report

Benchmark data sourced from Content Marketing Institute B2B Marketing Report.

HubSpot's 2025 State of Marketing report shows that interactive content generates 2x the conversions of passive content, and the Content Marketing Institute found that 81% of marketers say interactive tools are more effective at grabbing attention than static blog posts.

See All Scorecard Tools →

One of the most common mistakes we see when working with clients: investing in new channels before fixing existing ones. A company spending on TikTok ads while their email automation is broken is lighting money on fire. Fix high-ROI channels first, then expand.

Embed This Scorecard on Your Website

Every visitor who uses your embedded scorecard becomes a qualified lead. Their inputs, results, and marketing metrics are captured and sent to your CRM, before you ever pick up the phone.

Lead CaptureCRM IntegrationBranded PDF ReportsIndustry Benchmarks

See Plans & Pricing →Compare Tools

Related Tools

🩺

Marketing Health Score

Only 61% of marketers say their strategy is effective according to HubSpot State of Marketing data. Answer 10 questions about your channels, budget, and performance to get a marketing health score out of 100. See which areas are strong and which need urgent attention.

✍️

Content Marketing Score

Only 42% of B2B marketers rate their content marketing as mature according to CMI data. Score your content marketing across 10 areas including editorial planning, SEO integration, distribution strategy, measurement, and thought leadership. Get a maturity grade out of 100.

🧲

Lead Magnet Grader

The average lead magnet converts 3 to 5% of visitors but top performers convert 10 to 15% according to OptinMonster data. Grade your lead magnet against 10 best practices including value proposition, audience targeting, landing page design, and follow up sequence effectiveness.

📧

Benchmark Your Email

The average email list decays at 22.5% per year meaning you lose a quarter of your subscribers annually according to HubSpot data. Enter your email metrics to benchmark open rate, click rate, unsubscribe rate, list growth, revenue per email, and deliverability against averages.

🚀

Client Onboarding Scorecard

Agencies lose 24% of new clients within the first 90 days due to poor onboarding according to agency industry research. Score your client onboarding across 10 areas including welcome experience, expectation setting, training, communication cadence, and success metric definition.

🎯

Paid Ads Readiness Score

Businesses that launch paid ads without proper tracking waste 40 to 60% of their budget according to WordStream data. Score your readiness across 10 areas including landing pages, conversion tracking, budget planning, audience definition, and reporting before you start spending.

Frequently Asked Questions

What does this marketing audit cover?

It scores your marketing across 8 areas: SEO, paid advertising, email marketing, social media, content strategy, analytics, conversion optimization, and brand consistency. Each area is scored independently so you can see exactly where to focus.

What is a good digital marketing audit score?

The average B2B company scores 41 out of 100. Above 60 indicates solid marketing foundations. Above 80 means your digital marketing is well optimized. Most businesses have 2-3 strong areas and 5-6 weak ones.

How often should I audit my digital marketing?

Quarterly. Digital marketing changes fast, algorithm updates, new platforms, and shifting audience behavior mean what worked 6 months ago may not work today. Regular audits catch declining performance early.

How often should I audit my digital marketing strategy?

Quarterly according to HubSpot data. Digital marketing changes fast with algorithm updates, new platforms, and shifting audience behavior meaning what worked 6 months ago may not work today. The average B2B company scores 41 out of 100 on a digital marketing audit. Most businesses have 2-3 strong areas and 5-6 weak ones that regular audits help identify early.

Is this suitable for B2C companies?

Yes. The 8 categories apply to any business with a digital presence. The benchmarks reference B2B averages, but B2C companies typically score similarly and benefit from the same recommendations.

What should I do after getting my score?

Focus on the 2-3 lowest-scoring categories first. Each category recommendation gives you specific next steps. Quick wins like fixing analytics tracking or adding email automation often deliver the fastest ROI.

How is the marketing health score calculated?

Each of the 10 questions is weighted and scored.

See the full answer on Marketing Health Score

What makes a strong content marketing score?

Scores above 65 indicate a documented strategy, regular publishing cadence, SEO-integrated content, multi-channel distribution, and clear measurement of content ROI.

See the full answer on Content Marketing Score

What makes a good lead magnet?

A good lead magnet solves a specific problem for a specific audience, delivers immediate value, is professionally designed, and has an automated follow-up sequence.

See the full answer on Lead Magnet Grader

What email open rate scores well in this email benchmark?

In this email marketing benchmark, 20-25% open rate is average across industries.

See the full answer on Benchmark Your Email

What makes a good client onboarding process?

A structured welcome within 48 hours, documented expectations, fast access to tools, training resources, regular check-ins, defined success metrics, feedback collection, and a clear escalation path.

See the full answer on Client Onboarding Scorecard

📊

Scorecard

Digital Marketing Audit Scorecard

Last updated: May 2026Maintained by CalcStack

Used in

Industries:For Marketing Teams & Agencies

✓ Built on patterns from Stripe, Typeform, and HubSpot✓ Interactive tools convert 30-50% vs 2-3% for static forms✓ 60-second embed, works on any site

↑ This is exactly what your website visitors see when you embed this tool. The only difference: their results are gated behind an email capture form, and every input is sent to your CRM.

What is Digital Marketing Score?

A digital marketing audit scores your online marketing across 8 dimensions: SEO, paid advertising, email marketing, social media, content strategy, analytics, conversion optimization, and brand consistency. It identifies which channels are underperforming and where investment will have the highest impact.

The Formula

Score = Sum of (Category Score) across 8 areas, each rated 0-10

Each category is scored independently. Total is out of 100. The benchmark average for B2B companies is 41.

Worked Example

A B2B SaaS company with 50,000 monthly website visitors audits their digital marketing.

SEO: Keyword strategy in place, technical issues unresolved (7/10)
Paid Ads: Google Ads running but no conversion tracking (3/10)
Email: Monthly newsletter, no segmentation or automation (3/10)
Social Media: Active on LinkedIn, inconsistent elsewhere (7/10)
Content: Regular blog posts, no content strategy document (3/10)
Analytics: GA4 installed, no goals or dashboards (3/10)
Conversion: No A/B testing, basic landing pages (3/10)
Brand: Logo consistent, tone of voice varies by channel (7/10)

Why This Matters

Budget allocation

Most businesses waste 30-50% of their marketing budget on underperforming channels. An audit reveals which channels deliver ROI and which need fixing or cutting.

Compounding returns

Marketing improvements compound. Fixing analytics lets you optimize ads. Better ads drive more traffic. Better landing pages convert more traffic. Each improvement multiplies the others.

Competitive advantage

The average B2B company scores 41/100. Reaching 70+ puts you in the top 10% and creates a significant competitive moat that is difficult for competitors to replicate quickly.

Common Mistakes

❌ Investing in new channels before fixing existing ones

A company spending on TikTok ads while their email automation is broken is lighting money on fire. Fix high-ROI channels first, then expand.

❌ No conversion tracking

Running paid ads without conversion tracking means you cannot tell which ads generate revenue. This is the single most common and most expensive marketing mistake.

❌ Treating marketing as a cost, not an investment

Without proper analytics and attribution, marketing looks like an expense. With tracking, you can prove that every $1 spent returns $3-10 in pipeline.

Industry Benchmarks

Category	Good	Average	Poor
B2B SaaS	65-100	35-65	Below 35
Professional Services	60-100	30-60	Below 30
Ecommerce	70-100	40-70	Below 40

Source: Content Marketing Institute B2B Marketing Report

Benchmark data sourced from Content Marketing Institute B2B Marketing Report.

HubSpot's 2025 State of Marketing report shows that interactive content generates 2x the conversions of passive content, and the Content Marketing Institute found that 81% of marketers say interactive tools are more effective at grabbing attention than static blog posts.

See All Scorecard Tools →

One of the most common mistakes we see when working with clients: investing in new channels before fixing existing ones. A company spending on TikTok ads while their email automation is broken is lighting money on fire. Fix high-ROI channels first, then expand.

Embed This Scorecard on Your Website

Every visitor who uses your embedded scorecard becomes a qualified lead. Their inputs, results, and marketing metrics are captured and sent to your CRM, before you ever pick up the phone.

Lead CaptureCRM IntegrationBranded PDF ReportsIndustry Benchmarks

See Plans & Pricing →Compare Tools

Related Tools

🩺

Paid Ads Readiness Score

Frequently Asked Questions

What does this marketing audit cover?

What is a good digital marketing audit score?

How often should I audit my digital marketing?

How often should I audit my digital marketing strategy?

Is this suitable for B2C companies?

Yes. The 8 categories apply to any business with a digital presence. The benchmarks reference B2B averages, but B2C companies typically score similarly and benefit from the same recommendations.

What should I do after getting my score?

How is the marketing health score calculated?

Each of the 10 questions is weighted and scored.

See the full answer on Marketing Health Score

What makes a strong content marketing score?

Scores above 65 indicate a documented strategy, regular publishing cadence, SEO-integrated content, multi-channel distribution, and clear measurement of content ROI.

See the full answer on Content Marketing Score

What makes a good lead magnet?

A good lead magnet solves a specific problem for a specific audience, delivers immediate value, is professionally designed, and has an automated follow-up sequence.

See the full answer on Lead Magnet Grader

What email open rate scores well in this email benchmark?

In this email marketing benchmark, 20-25% open rate is average across industries.

See the full answer on Benchmark Your Email

What makes a good client onboarding process?

A structured welcome within 48 hours, documented expectations, fast access to tools, training resources, regular check-ins, defined success metrics, feedback collection, and a clear escalation path.

See the full answer on Client Onboarding Scorecard

Digital Marketing Audit Scorecard

What is Digital Marketing Score?

The Formula

Worked Example

Why This Matters

Budget allocation

Compounding returns

Competitive advantage

Common Mistakes

❌ Investing in new channels before fixing existing ones

❌ No conversion tracking

❌ Treating marketing as a cost, not an investment

Industry Benchmarks

Related Tools

Marketing Health Score

Content Marketing Score

Lead Magnet Grader

Benchmark Your Email

Client Onboarding Scorecard

Paid Ads Readiness Score

Frequently Asked Questions

Related Questions

Digital Marketing Audit Scorecard

What is Digital Marketing Score?

The Formula

Worked Example

Why This Matters

Budget allocation

Compounding returns

Competitive advantage

Common Mistakes

❌ Investing in new channels before fixing existing ones

❌ No conversion tracking

❌ Treating marketing as a cost, not an investment

Industry Benchmarks

Related Tools

Marketing Health Score

Content Marketing Score

Lead Magnet Grader

Benchmark Your Email

Client Onboarding Scorecard

Paid Ads Readiness Score

Frequently Asked Questions

Related Questions