Your digital spend keeps rising. Your growth doesn't.
A free guide to the five biggest leaks in an SME B2B digital budget, and how to find yours in an afternoon.
Most Australian B2B businesses between $10M and $100M are not underspending on digital. They are spending a sensible amount, on roughly the right things, and getting very little back that anybody in the room can actually point to.
The budget holds steady while the demands on it keep growing. The reporting gets more sophisticated every year. The pipeline number sits about where it was. This guide is about the money you are already spending that isn't doing anything. It will not tell you to spend more.
What's inside
The five leaks, in the order I usually find the most money sitting in them:
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Technology you bought and never switched on
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Demand you pay to harvest but never create
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A website built for a sales conversation your buyers no longer want
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Attribution you cannot defend, so you defend everything
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Execution bought when the real problem was direction
Each leak comes with a check you can run in about twenty minutes using nothing but your own numbers. There is a scoring table at the back, a read on what your result means, and a straight answer on what to fix first.
Every figure in it is sourced, with the sample sizes shown, so you can check the ones you doubt.
Who it's for
You run, or report to whoever runs, an Australian B2B business somewhere between $10M and $100M. You have a small marketing function, a CRM, an automation platform, possibly an agency or three, and a paid media line that only ever moves in one direction.
Twelve minutes to read. About an hour to act on.
Who wrote it
Megan Stedman, founder of Quokka Digital. Twenty years in digital, the last twelve in B2B SaaS at Moody's Analytics, Bureau van Dijk, Third Bridge and Solidatus. I saw a version of the same pattern in nearly every one of them, and a lot of agencies encouraging more spend with very little coming back.