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A comprehensive review of all media channels and agency relationships revealed systemic inefficiencies and delivered transformative improvements in marketing ROI.
This rapidly scaling B2B SaaS company had grown from startup to scale-up in just three years, but their marketing operations hadn't matured at the same pace. With £12 million in annual marketing spend across digital, events, content, and traditional channels, they suspected significant inefficiencies but lacked the internal resources to conduct a thorough evaluation.
Fuel Media conducted a comprehensive 8-week holistic media audit covering all paid and owned channels, agency relationships, contract terms, and attribution across the entire customer journey.
Our holistic audit uncovered substantial opportunities across multiple areas. We discovered that three of the five agencies had overlapping responsibilities with duplicate work being paid for twice. The search marketing agency was charging a 25% management fee—significantly above the 12-15% market standard for an account of this size. Production costs for video content were 60% higher than market rates, with agencies adding substantial markups on freelancer and studio fees. The trade show investment analysis revealed that while major events generated significant immediate pipeline, smaller regional events had negative ROI when factoring in the full cost of attendance. Our attribution analysis showed that content marketing, which received only 8% of budget, influenced 43% of closed deals but received little credit in the last-click attribution model they were using. We also identified £180K in duplicate technology subscriptions and unused MarTech tools. The paid social strategy was targeting job titles rather than actual buying committees, leading to high engagement but poor lead quality. Our comprehensive recommendations included consolidating to three strategic agency partners, renegotiating all contracts with transparent fee structures, implementing a multi-touch attribution model, reallocating 30% of event budget to high-performing digital channels, and establishing a quarterly business review process for all agency partners.
"As a fast-growing company, we'd accumulated marketing complexity without realising it. Fuel Media's holistic audit gave us a complete picture for the first time. The recommendations were transformative—not just cost savings, but strategic improvements that changed how we think about marketing investment. The board was impressed with the newfound transparency and ROI improvements. This audit paid for itself many times over."
Week 1-2: Stakeholder interviews and data collection
Week 3-4: Agency contract and fee structure analysis
Week 5-6: Channel performance and attribution modelling
Week 7-8: Recommendations, presentation, and roadmap
Month 2-5: Phased implementation with ongoing support
Fast-growing companies often accumulate marketing complexity that creates hidden inefficiencies
Agency consolidation reduces duplication and improves strategic alignment
B2B attribution requires understanding the full buying committee journey, not just last-click
Regular agency contract reviews ensure fees remain competitive as spend scales
Trade show ROI must include full-cost accounting to make informed investment decisions
Unified reporting is essential for data-driven budget allocation decisions