The B2B LinkedIn Audit
7 things to check before you spend a dollar on ads. Complete audit with checklist, scoring, and AI prompts.
7 things to check before you spend a dollar on ads. Most B2B companies jump straight to running campaigns. Then wonder why nothing works. The reason is simple: the foundation wasn't ready. This audit fixes that.
Who This Is For
B2B companies selling across US and Latin American markets. You have a real product, real revenue, and real customers. But your digital presence doesn't reflect it. Your LinkedIn company page has fewer followers than your receptionist's personal account. And nobody in leadership thinks that's a problem.
This audit takes about 60 minutes. Be honest with yourself. The goal isn't to feel good. It's to know where you stand.
The 7-Point Audit
1. Company Page Optimization
- Banner image shows what you do (not a stock photo of a handshake)
- About section has your value prop in the first 2 lines (most people won't click "see more")
- CTA button points to a relevant landing page, not your homepage
- Location, industry, and company size are filled in correctly
- Custom URL is claimed (linkedin.com/company/your-name)
Why this matters: Your company page is the first thing buyers check after seeing your ad or content. If it looks abandoned, they assume the company is too.
2. ICP Definition
- You can name the exact job titles you sell to (not "decision-makers")
- You can name the industries (not "B2B companies")
- You know the company size range (employee count and/or revenue)
- You know the geographies (specific countries or regions)
- This is written down somewhere, not just in the founder's head
ICP Quick Template:
We sell to [Job Title] at [Industry] companies with [Size] employees in [Geography] who struggle with [Core Problem].
Example: We sell to VP of Operations at industrial manufacturing companies with 200-2,000 employees in Mexico and the US who struggle with finding qualified suppliers through digital channels.
3. Content Pillars
- You have 3-5 content themes defined
- Each theme connects your expertise to a buyer pain point
- You can explain why each pillar matters to your ICP in one sentence
- The pillars are NOT just product features repackaged
If your content pillars are "product updates," "company news," and "industry events," those are not pillars. Those are announcements nobody outside your company cares about.
Real pillars sound like:
- The problem your buyer faces (and doesn't know how to name)
- How the solution works (education, not promotion)
- Proof it works (results, case studies, behind the scenes)
- Your point of view on the industry (what you believe that others don't)
4. Competitor Visibility
- You know your top 3 competitors' LinkedIn activity
- You know if they're running ads (check LinkedIn Ad Library)
- You know what content gets them engagement
- You know where they show up in Google for your keywords
- You have an opinion on what they're doing well and where the gaps are
If you can't answer these, you're flying blind. See Chapter 8 for the full competitive visibility audit framework.
5. Employee Advocacy
- At least 3 employees have LinkedIn profiles that mention the company
- Their headlines describe what the company does (not just their job title)
- At least 1 person posts company-relevant content per week
- Employees share company posts (not just like them)
The math: LinkedIn's algorithm gives personal profiles 5-10x more organic reach than company pages. 3 employees posting = 15-30x the reach of your company page alone. This is free distribution.
6. Tracking Setup
- LinkedIn Insight Tag is installed on your website
- Google Analytics (GA4) is configured
- UTM parameters are used on all LinkedIn links
- You can trace a click from LinkedIn to your website to a form submission
- Conversion events are set up (form fills, demo requests, downloads)
If you can't measure it, you can't improve it. And you can't justify budget to your CFO.
7. Baseline Metrics
- Current page followers: ___
- Average post impressions (last 30 days): ___
- Website visits from LinkedIn (last 30 days): ___
- Inbound leads per month (from all sources): ___
- Current cost per lead (if you know it): $___
You need a "before" to measure the "after." Record these numbers today.
Scoring
| Score | Level | What to Do Next |
|---|---|---|
| 0-2 | Not ready for paid media | Focus on Chapters 2 and 5. Build the foundation first. |
| 3-4 | Foundation phase | Fix the gaps, then move to Chapter 6 (content strategy). |
| 5-6 | Growth phase | You're ready for organic plays (Chapter 5) and CRM activation (Chapter 7). |
| 7 | Ready for paid amplification | Move to Phase 3 of the 90-Day Roadmap (Chapter 2). |
Your AI Prompt Kit
How to use these prompts: Copy each prompt below, replace the [PLACEHOLDERS] with your real information, and paste into ChatGPT, Claude, or any AI assistant. Each prompt builds on the previous one. Start with Prompt 1 and work through in order. You'll have a complete audit with actionable fixes in under 30 minutes.
Prompt 1: Define Your ICP
Why this prompt works: Most companies skip ICP definition because it feels abstract. This prompt forces specificity using the Value Proposition Canvas framework, connecting what you sell to what your buyer actually needs. The output becomes the foundation for every other prompt.
Expected output: A structured ICP document you can print, share in a team meeting, or use as input for every other prompt in this playbook.
Prompt 2: Audit Your LinkedIn Company Page
Why this prompt works: Instead of guessing what to fix, this prompt scores each element and writes the improved copy for you. Paste your current page info and get specific rewrites you can implement in 15 minutes.
Expected output: A scorecard with specific rewrites. Copy the "After" versions directly into your LinkedIn settings.
Prompt 3: Build Your Content Pillars
Why this prompt works: Forces content pillars to connect to buyer pain points, not product features. Uses the Problem/Solution/Proof/BTS framework and generates 20+ post ideas you can start writing today.
Expected output: A complete content strategy with 20+ post ideas. This becomes your content calendar foundation.
Prompt 4: Generate Your Tracking Checklist
Why this prompt works: Tracking setup is where most marketers get stuck because it feels technical. This generates a step-by-step checklist customized to your stack that you can hand to a developer or follow yourself.
Expected output: A checklist you can execute in one afternoon or hand to your developer with zero ambiguity.
Want someone to run this audit for you?
I do free 15-minute B2B audits for companies selling across US and LATAM. No pitch. I'll tell you what I see.
Book Free Audit CallCarlos Herrera | Media Growth Partner for B2B Tech
Carlos runs B2B paid media programs for companies selling across the US and Latin America. $3M+ in media managed. ABM-first, AI-first.
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