Hire A Digital Marketing Strategy Consultant: 7 Expert Tips

Balancing multiple marketing channels, managing vast amounts of performance data and guiding prospects through extended B2B buying cycles can stretch resources and obscure growth opportunities. Without a unifying strategy, budgets dissipate and campaigns fall short of expectations.

A digital marketing strategy consultant acts as a trusted advisor—auditing your current efforts, crafting a clear roadmap and providing C-level leadership with a sharp focus on measurable ROI. Many businesses turn to external experts when they lack senior marketing direction, when campaigns underperform or when internal teams juggle tasks outside their specialisms.

This article explains the role of a digital marketing strategy consultant, highlights the key indicators that your organisation may need one and offers seven expert tips to help you choose the right consultant to elevate your marketing performance.

What is a Digital Marketing Strategy Consultant?

A digital marketing strategy consultant is a senior marketing professional hired to take an objective look at your existing digital efforts, identify gaps and opportunities, and design a cohesive plan that guides every channel toward the same business goals. Rather than simply executing campaigns, they focus on the big picture: aligning buyer journeys with content, paid media, SEO, email and social tactics, then defining the metrics that prove success.

Their work typically spans two complementary scopes. First, they audit your current activities—reviewing analytics, processes and team capabilities—to build a fact-based diagnosis. Second, they craft an end-to-end strategy: setting clear objectives, selecting the right channels, establishing performance dashboards and advising on budget allocation. Along the way, they may oversee implementation or coach internal teams, ensuring accountability and continuous improvement.

Many companies confuse this role with that of a traditional agency or a full-time CMO. While agencies often specialise in executional tasks (for example, running ad campaigns or writing blog posts), and in-house CMOs carry all the organisational overhead of a senior hire, a digital marketing strategy consultant provides the senior-level vision on a flexible basis. This hybrid approach can be especially valuable when you need C-level expertise without the commitment of a permanent executive.

Definition and Scope of Services

A strategy consultant delivers a clear set of core outputs:

Market research reports that uncover audience needs and competitive positioning
Detailed buyer persona development, mapping pain points to solution paths
Channel-by-channel strategy, from organic search and paid media to content distribution
Content roadmaps that tie topics and formats to each stage of the funnel
Performance dashboards and KPI frameworks to track progress in real time

Their focus is on shaping a roadmap rather than simply managing day-to-day tasks. If you need hands-on execution—like copywriting or ad setup—they will typically coordinate with specialists or your existing teams. For a fully integrated offering that combines strategic guidance with tactical support, explore B2Better’s B2B Marketing Services.

Key Roles and Responsibilities

A digital marketing strategy consultant will:

Conduct in-depth audits of your website, campaigns and content assets
Define target segments and prioritise buyer personas
Select appropriate channels based on audience behaviour and budget
Create a strategic roadmap with timelines, milestones and resource plans
Set up analytics, reporting dashboards and KPI targets
Advise on budget allocation to maximise ROI
Provide ongoing advisory support, adjusting tactics as market conditions evolve

Whether engaged for a one-off project or on a retainer for continuous advisory, they ensure your marketing efforts stay aligned with business objectives and adapt swiftly to new insights.

Consultant vs Agency vs In-House CMO

Choosing between an independent consultant, a traditional agency or a full-time CMO depends on your needs for flexibility, depth and cost. Key differences include:

Engagement model
• Consultant: project-based or retainer
• Agency: typically retainer or per-project scope
• In-House CMO: salaried employment
Expertise depth and seniority
• Consultant: senior, strategic focus
• Agency: varied, often executional
• In-House CMO: deep organisational knowledge
Flexibility and cost commitment
• Consultant: scalable engagement, lower overhead
• Agency: fixed retainer, less agile
• In-House CMO: high cost, less flexible
Accountability and alignment with business strategy
• Consultant: direct advisory and governance
• Agency: accountable for deliverables, less for strategy
• In-House CMO: accountable for both strategy and execution

Signs Your Business Needs a Digital Marketing Strategy Consultant

Even the most ambitious B2B teams can reach a point where growth plateaus or marketing activities feel like they’re spinning wheels. Recognising the need for outside expertise often comes down to seeing consistent roadblocks—whether it’s a lack of senior oversight, campaigns that fail to deliver, or internal teams stretched beyond their remit. Below are three common scenarios that signal it’s time to engage a digital marketing strategy consultant.

Lack of Senior Marketing Leadership

When your marketing function is led by a small team without C-level guidance, it’s easy for tactical tasks to overshadow long-term priorities. Perhaps you have a capable marketing manager, but no one is stepping back to set a coherent strategy or integrate efforts across SEO, paid media and content. Without that strategic vision, initiatives compete for budget and attention, and it becomes difficult to measure true impact.

For example, a fast-growing tech firm might be hiring freelancers for blog posts, running ad hoc LinkedIn campaigns and experimenting with email newsletters—all without a unifying plan. A digital marketing strategy consultant brings the C-suite perspective you need, helping to prune duplicative efforts and focus on high-value channels.

Stagnating Growth and ROI Challenges

If your website traffic has flatlined for months, conversion rates are dipping or ad spend continually underperforms, these are clear warning signs. You might pour more budget into paid ads hoping for a breakthrough, only to see marginal gains. Or perhaps you attract leads, but they rarely convert into opportunities, leaving sales frustrated and marketing goals unmet.

A consultant will dive into your analytics, pinpoint bottlenecks—be it an under-optimized landing page or a misaligned offer—and establish a robust framework for tracking Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs) and pipeline contribution. With data-driven recommendations, you can reallocate resources toward tactics that truly move the needle.

Overwhelmed Internal Marketing Teams

Juggling multiple tools, channels and campaigns without specialised expertise is a recipe for burnout. Your team may be tasked with SEO audits one week, social media scheduling the next and setting up AI chatbots in between. When executional workloads eclipse strategic planning, innovation stalls and morale dips.

Imagine a small B2B services company where the marketing coordinator also manages customer support and website updates. They simply don’t have the bandwidth to analyse performance reports or experiment with emerging channels like account-based marketing. A digital marketing strategy consultant steps in to relieve that pressure—designing an actionable roadmap, defining clear roles and ensuring your in-house team can focus on high-impact activities.

Tip 1: Consider Fractional CMO Services from B2Better for C-Level Marketing Leadership

Engaging a full-time CMO can be prohibitively expensive for many small to mid-sized B2B firms. A fractional CMO delivers the same strategic vision and leadership—without the overhead of a salaried executive. By tapping into senior marketing expertise on a part-time basis, you gain instant access to a seasoned professional who can align your marketing efforts with overarching business goals.

One of the biggest advantages of a fractional model is flexibility. You can scale up support during product launches or peak demand periods and scale back when your internal team is ready to take the reins. This pay-for-what-you-need approach ensures you’re never paying for idle capacity, yet your strategy remains under the steady hand of an experienced leader.

B2Better has honed this model for B2B organisations, providing Fractional CMO Services that combine hands-on guidance with clear accountability. With decades of collective experience, our fractional CMOs embed themselves in your business, driving rapid wins and building the foundations for sustained growth.

What Are Fractional CMO Services?

A fractional CMO is a senior marketing executive who partners with your leadership team on a retainer or project basis. Unlike traditional consultants who may offer a specific deliverable, a fractional CMO takes responsibility for your overall marketing strategy—leading initiatives, mentoring in-house staff and liaising with external vendors. Compared to hiring a full-time CMO, this model delivers C-level insight at a fraction of the cost and with far greater agility.

Benefits of B2Better’s Fractional CMO Model

C-level Strategy: Gain a proven marketing leader who sets priorities, defines KPIs and ensures every channel contributes to revenue.
Hands-On Guidance: From market positioning to demand-generation campaigns, your fractional CMO works alongside your team.
No Long-Term Commitments: Flexible engagement terms let you adjust scope as your needs evolve.
Transparent Reporting: Regular updates and performance dashboards keep you informed of progress and ROI.

Learn more about how this can work for you on our Fractional CMO Services page.

Example Scenario: Early-Stage B2B Startup Scaling Marketing

Imagine a SaaS startup with a lean budget but ambitious growth targets. The founders need immediate clarity on product positioning, customer segmentation and a content roadmap to fuel lead generation. Engaging a fractional CMO from B2Better lets them fast-track strategy workshops, build a scalable demand-generation engine and train the internal team—all without the multi-year commitment of a full-time executive.

Within three months, the startup refines its value proposition, launches targeted LinkedIn and email campaigns, and sees a 50% lift in Marketing Qualified Leads. As the team grows, the fractional CMO transitions responsibilities, ensuring seamless continuity. For more on how we guide emerging B2B companies, visit our Early-Stage B2B Startups resource.

Tip 2: Define Clear Objectives and KPIs Before Engaging a Consultant

Before you bring a consultant on board, invest time in clarifying what success looks like for your organisation. Well-defined objectives focus both your internal team and the consultant on the same end goal, prevent scope creep and ensure every recommendation can be measured. Without that shared roadmap, it’s all too easy for projects to drift, budgets to bloat and stakeholder expectations to misalign.

By holding an internal workshop or planning session—drawing in sales, finance and operations—you’ll not only surface the highest-priority outcomes but also create a benchmark against which progress is tracked. This upfront clarity sets the stage for a consultant to deliver targeted strategies rather than generic advice.

Importance of Setting Clear Goals

When goals are vague—“improve lead generation” or “boost brand awareness”—it’s impossible to know when you’ve truly succeeded. Specific, time-bound objectives (for example, “generate 100 Marketing Qualified Leads per month by Q4”) give your consultant a precise target to aim for. This clarity:

Aligns stakeholders around a single vision and reduces conflicting requests
Helps define the scope of work and keeps deliverables on track
Provides a baseline for reporting so you can celebrate wins and course-correct swiftly

Documenting these goals in a one-page brief or project charter means everyone—internal and external—knows what’s in scope, what’s out and how progress will be judged.

Examples of Relevant KPIs for B2B Businesses

Choose metrics that map directly to your objectives and reflect real business impact. Common B2B KPIs include:

Website traffic growth: percentage increase in sessions or unique visitors over a set period
Marketing Qualified Leads (MQLs): leads meeting predefined criteria, ready for sales follow-up
Sales Qualified Leads (SQLs): prospects vetted by sales, indicating genuine buying interest
Conversion rate: ratio of form submissions or demo requests to total website visits
Pipeline contribution: total value of opportunities influenced or generated by marketing activities
Customer acquisition cost (CAC): total marketing spend divided by number of new customers

These indicators give both you and your consultant clear, quantifiable benchmarks to drive decision-making.

Aligning Objectives with Overall Business Strategy

Marketing objectives should never stand alone—they must ladder up to your broader revenue targets and profitability goals. For instance, if your annual revenue goal is $2 million and your average deal size is $50,000, you know you need 40 new customers. From there, reverse-engineer how many MQLs and SQLs are required each quarter to hit that figure, factoring in win rates and sales cycle length.

Mapping marketing KPIs to financial outcomes also helps justify investments and secures buy-in from the C-suite. For a structured approach to tying your marketing plan back to revenue and customer metrics, explore our guide on Formulating Your B2B Marketing Strategy.

Tip 3: Look for Proven Expertise in B2B marketing and Industry Experience

B2B marketing isn’t just a scaled-up version of B2C—it has its own rhythm. Sales cycles are longer, purchase decisions involve multiple stakeholders, and products or services often require technical explanations. A consultant who’s navigated these nuances before will hit the ground running, anticipating objections, mapping complex decision-making units and tailoring messaging to resonate at each stage of the buyer’s journey.

When you’re entrusting someone to shape your brand’s positioning and generate qualified leads, you need evidence they’ve delivered in similar contexts. Look beyond a list of services and focus on past performance: have they moved the needle on pipeline growth? Can they point to campaigns that overcame the very challenges you face? Proven expertise reduces risk, speeds up onboarding and gives your team confidence they’re working with a partner who truly understands the B2B landscape.

Why B2B Experience Matters

• Long, consultative sales processes require patience and precision—B2B specialists know how to nurture prospects over months, not days.
• Complex products demand clear, jargon-free content that still conveys technical value—experience ensures accuracy without alienating non-technical decision-makers.
• Multiple buying personas (procurement, finance, technical) need differentiated messaging—seasoned consultants have frameworks for segmenting and engaging each group.

Reviewing Case Studies and Client References

Never hesitate to ask for concrete examples. A strong case study will outline the challenge, the strategic approach, the tactics employed and, most importantly, the measurable outcome (for example, a 35% uplift in MQLs or a 20% reduction in customer acquisition cost). When speaking with references, consider questions such as:

What baseline metrics did you start with, and how did they change?
How did the consultant adapt when initial tactics didn’t perform as expected?
Did they collaborate effectively with your internal team and external vendors?

Checking Industry-Specific Knowledge and Certifications

While broad B2B experience is crucial, certain industries have unique regulations, compliance requirements or market structures. Look for consultants who have:

Worked within your sector—whether it’s SaaS, manufacturing, professional services or healthcare—so they’re familiar with the competitive landscape.
Recognised certifications, such as HubSpot Inbound, Google Analytics, or membership in the Canadian Marketing Association, which demonstrate a commitment to best practices.
Case studies or publications that highlight deep dives into your field, signalling they stay current on trends, regulations and evolving buyer expectations.

Tip 4: Evaluate Methodologies and Strategic Frameworks

When you engage a consultant, you’re not just buying hours—you’re adopting their way of thinking. Understanding the strategic frameworks they employ ensures their process will integrate smoothly with your existing routines and guide you to clear, measurable outcomes. By vetting these methodologies before you hire, you’ll set the stage for efficient collaboration and predictable progress.

Rather than accepting vague assurances, ask each candidate to outline the models they favour. Do they lean on a classic planning cycle like SOSTAC, or embrace Agile marketing sprints? Is account-based marketing at the heart of their approach, or do they build detailed customer journey maps from the ground up? The right framework should feel like a natural fit for your organisation’s pace and decision-making style.

Common Strategic Frameworks Used by Consultants

Seasoned consultants often select one or more proven frameworks to structure their work:

SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control): A full-cycle model that drives projects from diagnosis through execution and review.
RACE (Reach, Act, Convert, Engage): Breaks the buyer journey into four actionable phases, from initial contact to long-term loyalty.
Agile Marketing: Uses short, iterative sprints and regular feedback loops—perfect for testing hypotheses quickly in dynamic markets.
Account-Based Marketing (ABM): Focuses on a select group of high-value accounts, aligning marketing and sales around personalised campaigns.
Customer Journey Mapping: Visualises each step of the purchaser’s path, ensuring content and channels address real pain points at the right moment.

Ask consultants to explain why they favour certain frameworks and how they adapt them to different industries and business sizes.

Assessing the Fit of Their Approach with Your Culture

A methodology succeeds only if your team can adopt it. Consider:

Collaboration style: Do they conduct frequent workshops or work independently and present findings later?
Reporting rhythm: Will you receive weekly dashboards, monthly reviews or milestone-based updates?
Stakeholder involvement: How will decisions be made, and who retains final sign-off?

If your company thrives on co-creation, a solitary research-driven method may feel off-putting. Conversely, a sprint-heavy, rapid-fire style might overwhelm a team used to longer planning cycles. Share your preferred working norms, and ask how they’ll tailor their process to fit.

Questions to Ask About Their Strategic Process

Use these questions to dig deeper into how they’ll work with you:

How do you develop and validate buyer personas? Which research methods and testing approaches do you employ?
What does a typical strategy workshop look like, and who from our team should participate?
Which tools or templates do you provide for channel mapping, content planning and budget allocation?
How do you track progress during execution, and how often will we review key metrics together?
If an initiative underperforms, what’s your process for pivoting and course-correcting?

Their responses will reveal how transparent, flexible and collaborative they are—and whether their approach will keep everyone aligned and accountable.

Tip 5: Assess Technical Competencies: SEO, Analytics, AI Tools

A truly effective digital marketing strategy consultant does more than sketch high-level plans—they bring the technical know-how to execute them. When vetting candidates, verify that they can translate strategy into action across three critical domains: SEO and content planning, data analytics and reporting, and AI-powered marketing tools. Below is a checklist of capabilities to look for.

SEO and Content Strategy Capabilities

First and foremost, your consultant should demonstrate a methodical approach to search-engine optimisation:

Keyword research: use industry-leading tools (e.g., Ahrefs, SEMrush) to identify high-intent terms, long-tail variations and competitor gaps.
On-page optimisation: craft compelling title tags, meta descriptions and header hierarchies; ensure URLs, image alt tags and internal links support your topical clusters.
Technical SEO awareness: audit site speed, mobile responsiveness, crawl accessibility and schema markup to remove barriers to indexing.
Content planning: develop a content calendar that aligns topics with each stage of the buyer journey—awareness, consideration and decision.
Content frameworks: propose pillar pages and topic clusters that boost authority and guide prospects seamlessly through your site.

If you want to see this in practice, explore our insights on Innovative B2B Content Marketing Strategies.

Analytics and Reporting Proficiency

Robust analytics underpin every strategic pivot. A consultant must not only set up tracking but also interpret data to drive decisions:

Dashboard creation: configure tools like Google Analytics 4, Google Data Studio or HubSpot to visualise key metrics—sessions, bounce rate, goal completions and assisted conversions.
Goal and event tracking: map out and implement conversion points (form fills, demo requests, white-paper downloads) so every touchpoint feeds into your lead funnel.
Data interpretation: translate raw numbers into actionable insights, highlighting underperforming pages, campaign anomalies or emerging traffic trends.
A/B testing framework: recommend and analyse split-tests for landing pages, CTAs and email subject lines, then refine based on statistical significance.
Reporting cadence: establish a regular rhythm—weekly snapshots for operations, monthly deep-dives for leadership—with clear commentary on wins and next steps.

When performance data is crystal clear, you can reallocate budget to top-performing channels and shut down initiatives that drain resources.

Familiarity with AI-Powered Marketing Tools

Artificial intelligence is no longer a novelty; it’s a force-multiplier for B2B marketing. Your consultant should be comfortable recommending and integrating AI solutions such as:

Chatbots and conversational assistants: design and train bots to handle initial qualification questions, book meetings or surface resources, seamlessly passing leads to your sales team.
Personalisation engines: leverage dynamic content blocks in email, web or LinkedIn ads to serve each prospect a tailored message based on firmographics, behaviour or intent signals.
Automated workflows: build AI-driven nurture sequences that trigger according to user actions, lead score thresholds or lifecycle stages—freeing your team from manual email cadences.
Predictive analytics: use machine-learning models to forecast lead scoring, identify churn risk or detect early indicators of high-value opportunities.
Performance optimisation tools: integrate platforms such as AutoML or third-party plug-ins that provide real-time recommendations for budget allocation, bid management and campaign targeting.

Confirm that your candidate has hands-on experience with these technologies and understands how to balance innovation with data privacy and compliance. With the right technical foundation, your digital strategy won’t just look good on paper—it will deliver measurable growth.

Tip 6: Verify Ethical Standards and Compliance with CMA Code

As you evaluate potential consultants, don’t overlook their commitment to ethical marketing. Misleading claims, hidden fees or over-zealous data collection can inflict reputational damage, incur fines and erode the trust you’ve worked so hard to build. In B2B markets—where long-term relationships are vital—aligning on ethics is non-negotiable.

Before engaging a consultant, confirm they adhere to recognised industry standards such as those set by the Canadian Marketing Association (CMA). These guidelines ensure your marketing efforts prioritise honesty, transparency and accountability, safeguarding both your brand and your clients.

Importance of Ethical Marketing Practices

Trust and transparency form the bedrock of any successful B2B relationship. When prospects know your messaging is accurate and their data is treated with respect, they’re more likely to engage and stay engaged through lengthy buying cycles.

Ethical marketing practices:

Foster stronger, longer-lasting client relationships
Reduce the risk of complaints and legal repercussions
Enhance brand reputation and referrals
Ensure your messaging aligns with your core values

Overview of the Canadian Marketing Association Code

The CMA Code of Ethics & Standards provides a clear framework for professional conduct in Canadian marketing. It covers truth in advertising, respectful data handling and accountability for campaign outcomes.

Key principles include:

Honesty: all claims must be accurate, verifiable and supported by evidence
Transparency: clearly disclose any sponsorships, partnerships or paid placements
Respect: obtain explicit consent before collecting or using personal information
Accountability: accept responsibility for the ethical implications of your marketing activities

Review the full guidelines here: CMA Code of Ethics & Standards.

Ensuring Legal and Regulatory Compliance

Industry codes are essential, but so are legal requirements. A qualified consultant will demonstrate expertise in:

CASL (Canada’s Anti-Spam Legislation): mandating express consent, clear unsubscribe options and record-keeping for electronic communications
PIPEDA (Personal Information Protection and Electronic Documents Act): governing the collection, use and disclosure of personal data
Data governance best practices: secure storage, access controls and vendor management

Ask candidates how they integrate these regulations into their workflows. A detail-oriented consultant will show you clear processes for securing consent, safeguarding data and staying current with legislative updates—keeping your marketing compliant and your reputation intact.

Tip 7: Understand Pricing Models and Budget Alignment

Before signing on the dotted line, get clarity on how your consultant charges and how those fees translate into tangible results. Different pricing models suit different needs—knowing which one aligns with your budget and project scope will save you surprises and ensure you invest wisely.

Common Pricing Structures for Consultants

Consultants typically offer one of several fee arrangements:

Hourly or daily rates: Pay for the exact time spent on your project. Ideal for short, defined tasks or advisory sessions.
Project-based fees: A fixed price for a clearly scoped deliverable or series of milestones. Offers predictability, provided the scope doesn’t shift mid-stream.
Monthly retainers: A recurring fee for ongoing support, perfect if you need continuous access to senior guidance and reporting.
Fractional CMO model: A tailored retainer that grants you part-time, C-level marketing leadership without the full-salaried commitment.

When comparing options, weigh predictability against flexibility. Hourly rates can balloon if the project expands, while retainers can feel inefficient if your workload ebbs and flows.

How to Map Your Budget to Expected Deliverables

Translating dollars into deliverables starts with a simple worksheet:

List core services: strategy audit, persona research, channel plan, campaign briefs, reporting setup.
Estimate effort: assign hours or days to each service based on consultant proposals.
Apply rates: multiply the effort by the consultant’s rate or retainer split.
Prioritise: rank deliverables by business impact to decide which to fund first if budgets tighten.

This exercise not only keeps expectations aligned but also highlights areas where you might phase work over two quarters or bundle tasks to secure a project discount.

Hidden Costs and How to Avoid Them

Even the cleanest proposal can harbour extra fees unless you ask the right questions:

Software and tool licences: Will you cover subscriptions for analytics platforms, automation tools or SEO suites?
Third-party vendor markups: Some consultants bill media spend or content production at a premium rate. Clarify who pays vendors directly.
Travel and expenses: On-site workshops or conferences may incur airfare, accommodation and per diems—agree on caps upfront.
Scope creep charges: Define a clear change-management process. Any work “out of scope” should trigger a mini-proposal and separate cost estimate.

A transparent contract will detail what’s included, what’s extra and how you’ll handle unforeseen requests. That way, you avoid sticker shock and keep your marketing investment firmly on track.

Financing Your Consultant Engagement with Government Grants

Accessing external expertise can represent a significant up-front cost for B2B SMEs, but Canadian businesses have several government funding programmes at their disposal. One of the most accessible is the Canada Digital Adoption Program (CDAP), which helps companies cover the expense of digital marketing consultancy and related e-commerce improvements. By tapping into these grants, you can stretch your budget further, accelerate your digital initiatives and reduce financial risk when hiring a specialist.

Overview of the CDAP Grow Your Business Online Grant

The Grow Your Business Online Grant under CDAP provides an interest-free, non-repayable microgrant of up to $2,400 to Canadian small businesses. It’s designed to support the adoption of e-commerce technologies and digital marketing services, including strategic consultancy. Successful applicants receive funds to offset part of a qualified consultant’s fees, making it easier to embark on projects that might otherwise be cost-prohibitive. Full details on application and grant parameters can be found on the official Grow Your Business Online Grant page.

Eligibility Criteria and Application Process

To qualify for the microgrant, your business must:

Be a legally registered and for-profit Canadian entity
Have between one and 499 full-time equivalent employees
Generate at least $30,000 in annual revenue from sales of products or services

The application process typically involves:

Registering your business with CDAP and completing a self-assessment survey
Engaging a CDAP-approved digital advisor to conduct a diagnostic and propose a work plan
Submitting the advisor’s report and fee quotes to Innovation, Science and Economic Development Canada
Receiving confirmation of funding and proceeding with your consultant engagement

You’ll need your business number, proof of revenue (for example, a financial statement) and a detailed invoice or quote from your consultant.

Eligible Expenses for Digital Marketing Consultancy

Under the CDAP microgrant, you can claim up to 90% of the advisor’s digital assessment fees (to a maximum of $2,400). Qualifying expenses include:

Development or redesign of e-commerce websites and online storefronts
SEO audits, keyword research and technical optimisation
Social media advertising strategy and campaign setup
Creation of digital marketing roadmaps, analytics dashboards and performance tracking
Up to 20% of the grant may be allocated to related hardware (tablets, cameras) and supporting software licences

Retain all invoices and proof of service delivery, as they are required for reimbursement.

Important Deadlines and Timelines

The Grow Your Business Online Grant is available until March 31, 2025, or until funds are exhausted—whichever comes first. Applications can take several weeks to process, so plan your timeline accordingly. Once approved, you have 30 days to complete the diagnostic and submit final documentation. By aligning your grant application with your project schedule, you ensure funds arrive exactly when you need them to cover consultancy fees.

How to Evaluate Proposals and Make the Final Decision

Selecting the right consultant goes beyond comparing fees. It’s about finding a partner whose expertise, approach and values align with your business goals. Once you’ve gathered proposals, take a methodical path to ensure you choose the best fit. This section walks you through the key steps: evaluating essential criteria, using a structured scoring system and completing a final checklist before you sign.

Comparing Proposals Across Key Criteria

Begin by laying out each proposal side by side and rating them against your most important requirements. Typical criteria include:

Strategic Fit: Does the consultant’s proposed approach address your specific challenges and objectives?
Expertise and Track Record: How relevant is their industry experience, and do their case studies demonstrate tangible results?
Methodology: Are their frameworks and processes transparent, replicable and compatible with your team’s culture?
Communication Style: Will reporting cadence, meeting frequency and collaboration tools keep stakeholders informed?
Cost and Value: Does the price reflect the scope of work, and are deliverables clearly defined to prevent hidden fees?

By assessing each proposal against these factors, you’ll quickly see which candidates strike the right balance between skillset, style and cost.

Using a Scoring Matrix to Objectively Select a Consultant

A scoring matrix turns subjective impressions into quantifiable data, making it easier to compare candidates objectively. Create a simple table assigning weights to each criterion based on its importance. For example:

Criterion	Weight	Proposal A (Score)	Proposal B (Score)	Proposal C (Score)
Expertise & Track Record	30%	8 (240)	9 (270)	7 (210)
Methodology	25%	7 (175)	8 (200)	8 (200)
Strategic Fit	20%	9 (180)	7 (140)	8 (160)
Communication Style	15%	8 (120)	8 (120)	9 (135)
Cost & Value	10%	7 (70)	6 (60)	8 (80)
Total	100%	785	790	785

To use this matrix:

Assign a score (1–10) for each criterion per proposal.
Multiply the score by the criterion weight.
Sum the weighted scores for a clear, numerical comparison.

This approach helps eliminate bias and spot the consultant who delivers the highest combined value.

Final Checklist Before Signing the Contract

Before putting pen to paper, confirm you’ve covered the essentials:

Scope of Work: Ensure every deliverable, milestone and exclusion is clearly documented.
Timelines and Milestones: Agree on realistic dates for kick-off, mid-point reviews and final delivery.
Payment Terms: Clarify invoicing schedules, any retainers and conditions for additional fees.
Confidentiality and Intellectual Property: Verify non-disclosure clauses and ownership of work outputs.
Exit Clauses and Notice Periods: Define how either party can terminate the engagement, including notice requirements and transition support.

Completing this checklist minimises surprises and lays the groundwork for a productive partnership. With the right consultant in place, you can look forward to a strategic, data-driven journey towards your marketing goals.

Ready to Elevate Your Marketing Strategy

Choosing the right digital marketing strategy consultant can transform uncertainty into a clear path for growth. By applying the seven expert tips—defining objectives, vetting B2B expertise, evaluating methodologies, assessing technical skills, verifying ethics, understanding pricing and tapping into government grants—you’ll ensure every marketing dollar works harder and delivers measurable ROI.

As you sift through proposals and shortlist candidates, keep your business goals front and centre. A strategic consultant isn’t just a vendor; they become an extension of your leadership team, guiding every channel, campaign and KPI back to your bottom-line targets. Use the frameworks and checklists in this guide to keep the process objective, transparent and aligned with your culture.

Ready to turn strategy into results? Visit B2Better to explore our Fractional CMO and digital marketing services. With seasoned C-level insight on your side, you’ll accelerate demand generation, optimise your marketing mix and build a sustainable engine for B2B growth—on your terms.