How are you handling digital marketing DD before close?

April 30, 2026

by a professional from Michigan State University in New York, NY, USA

For deals where the business has a meaningful online presence, whether that's SEO, paid ads, or a website driving leads, what does your DD process actually look like on the marketing side? Are you auditing traffic sources, channel dependency, online reputation? Doing it yourself or bringing someone in? Or is it mostly a gut check and move on? Curious what people are actually doing in practice.

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Reply by a searcher
in Loudon, NH, USA

Thanks for the mention ^redacted‌. Yes, ^redacted‌ each case is a bit different but I would do a quick SWOT on what they are doing across the board and for each stage of the customer journey. Is there an over dependence on one channel, how tight are the analytics, what monthly spend looks like and who manages this? Is there an overall strategy or it is piece meal. Happy to help you dive deeper if you want.

Reply by a searcher
in Boston, MA, USA

My perspective is that digital marketing is typically more of an opportunity than a DD risk for most SMBs. Link's questions are good ones to make sure you have a general lay of the land and can identify obvious concerns: "Is there an over dependence on one channel, how tight are the analytics, what monthly spend looks like and who manages this? Is there an overall strategy or it is piece meal." But beyond that, I would think of it as more of a strategic planning conversation than something I would spend a lot of time and money on during diligence.

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