HubSpot has one objective in offering a free inbound marketing assessment: Selling software. They know that their best way to sell you software is to establish the very large gap between your goals and your plans. After all, a goal without a sound plan is really just a dream. By uncovering a massive list of missing elements in your plan they’ll subscribe the perfect software to help you meet your goals: HubSpot’s marketing automation software.
Agencies have two objectives in offering a free inbound marketing assessment. Their first objective is to uncover need and opportunity. Qualified agencies will dig deep into the data. Understanding your baseline key performance metrics will help them help you. As the baseline metrics are uncovered you’ll be able to have a meaningful conversation about campaign goals and your existing marketing plan.
The second objective marketing agencies have is to further the sales cycle. Make no mistake, anyone offering you something wants something in return. Agencies lean on assessments to qualify you, the potential buyer, and position themselves as experts. By asking qualifying questions, evaluating data, and offering tips and recommendations for improvement they know you’ll be more likely to trust their ability to solve.