Use this checklist in a working meeting with the person responsible for marketing and the person responsible for sales. For each item, record an owner and the evidence that it is complete. A checkbox without an owner can hide work that everyone assumes somebody else has done.
Offer and audience
- Name the service being promoted and the company type it suits.
- Write the problem the buyer is trying to solve in the buyer’s language.
- Confirm the geographic coverage and any restrictions on on-site work.
- List what the offer includes, excludes, and requires from the customer.
- Decide what makes an inquiry qualified before launching the campaign.
For example, “businesses needing help with computers” is broad. “An office manager arranging support for an organization’s workstations and Microsoft 365 accounts” provides more direction for the page, form, and follow-up conversation.
Website and content
- Check the service page on a phone and a desktop.
- Confirm its title and main heading identify the service accurately.
- Test its contact links, form, acknowledgment, and error handling.
- Make sure guides and checklists link to a relevant service page.
- Remove expired offers and unsupported promises.
- Verify ownership or permission for images, testimonials, and customer examples.
If an existing website has been replaced, include old URLs in the review. Each should still provide relevant content or redirect to the closest appropriate replacement. A successful homepage test does not confirm that the older pages customers bookmarked still work.
Accounts and measurement
The business should know who owns the domain, website, advertising accounts, analytics property, and customer relationship system. Use named user access where available rather than sharing one password. Record the recovery contacts and who can remove a departing contractor’s access.
Define the conversions that matter. A submitted inquiry, booked meeting, and completed sale are different events. Check that refreshing a thank-you page does not repeatedly count a new inquiry. Exclude internal tests from performance review where the tools support it, and keep a record of test submissions.
Sales follow-up
Assign a primary recipient and a backup for new leads. Agree on a response target the team can realistically meet. Prepare questions about the customer’s situation rather than a generic sales script. Record why inquiries are rejected: wrong location, consumer request, unsupported product, unsuitable budget, or another reason.
This feedback is often more actionable than a total lead count. A campaign producing many irrelevant requests may need a clearer offer or tighter targeting rather than a larger budget.
Launch and review
Before launch, capture the starting metrics and the date of each material change. Set the first review meeting and choose a small number of decisions it should resolve. After launch, confirm that reporting and lead delivery continue to work before interpreting poor results as a demand problem.
For planning context, read the B2B marketing guide. For a scoped engagement, see digital marketing services.