Who This Audit Is For

Growth leaders whose lead magnets generate volume but not quality

This audit is designed for B2B marketing leaders who are generating leads but struggling with qualification, conversion, and the handover to sales.

If you've read the Demystifying Lead Magnets guide and recognised the patterns, this is the next step: applying the value exchange framework to your own funnel.

CMOs & Heads of Growth

Generating leads but not seeing them convert to pipeline
  • Lead magnets generate downloads but sales says the leads aren't ready
  • Can't tell which content assets actually contribute to qualified pipeline
  • Suspect there's a gap between the download and the sales conversation but can't prove it

Founders & Revenue Leaders

Investing in content but unsure if the funnel architecture is right
  • Marketing produces leads but there's no middle step between download and demo
  • The nurture sequence goes straight from guide delivery to 'book a call'
  • Lead quality is inconsistent and sales follow-up is unpredictable

Demand Gen & Marketing Ops Leaders

Owning the systems that turn content into qualified conversations
  • Content exists for every stage but the qualification layer between TOF and BOF is missing
  • No self-evaluation or diagnostic tool sits between the lead magnet and the sales push
  • Know the MOF layer is the gap but need data to make the case internally

What You'll Discover

Your score across three dimensions of lead magnet value exchange maturity

The audit evaluates your lead magnet strategy across three dimensions that map directly to the value exchange model: what you deliver, how you qualify, and whether sales is set up to close. Each dimension reveals a different layer of the problem.

Content & Experience

Does your content work as a demand system or random acts of marketing?

Is your content mapped to buyer stages? Do your digital touchpoints feel intentional and personalised, or generic and interchangeable?

This dimension reveals whether your content investment compounds across the funnel or gets wasted at the top.

Lead Qualification Strategy

How well do your lead magnets qualify and route — or do they just generate noise?

After someone downloads your guide, what happens? Is there a MOF layer that qualifies before passing to sales, or does every lead get the same follow-up?

This dimension reveals whether your funnel has the middle step that separates interested contacts from genuinely qualified prospects.

Sales Readiness

Are the leads marketing produces actually ready for a sales conversation?

When marketing hands a lead to sales, does the rep know what the contact cares about, what they've engaged with, and whether they're a fit?

This dimension shows whether the value exchange at the end of the funnel is working — or whether qualified leads are being lost at the handover.

What You Get

Immediate, personalised results you can act on

Complete the audit in 3–5 minutes and receive your personalised Value Exchange Score immediately. No waiting, no sales call required.

Overall Value Exchange Score

Your 0–100% score with interpretation

See exactly where your lead magnet strategy stands. Your score is categorised into one of four bands: Foundational, Developing, Established, or Advanced, with specific interpretation for your situation.

Dimension Breakdown

Scores for each of the three dimensions

Understand your strengths and gaps across Content & Experience, Lead Qualification Strategy, and Sales Readiness. See where the value exchange is aligned and where it's breaking.

Pattern Recognition

What your score combination reveals

Strong content but no qualification layer? Good scoring but sales can't close? Your specific pattern reveals the structural cause of your lead quality problem, not just the symptoms.

Personalised Recommendations

Specific next steps based on your results

Receive 3 actionable recommendations tailored to your weakest dimension. Know exactly what to prioritise first, and why it matters for your pipeline.