How to Do a Reverse Brand Audit Before Buying Any B2B Solution

Axisynth
Sep 8
3 min read

Before you trust a brand strategist, SaaS founder, or coach to solve your problems, make sure they can solve their own. Many businesses throw money at solutions that look shiny but collapse under scrutiny. Reverse auditing prevents wasted investment. By applying the same audit principles to vendors that you’d apply to yourself, you instantly filter out fluff.

Step 1: Audit Their Ecosystem: Social Proof vs Social Noise
Step 2: Check Third-Party Signals
Step 3: Consistency of Claims
Step 4: Evaluate Their Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT)
Step 5: Look for Alignment With Reality

Step 1: Audit Their Ecosystem: Social Proof vs Social Noise

One of the first things you should do when considering a B2B solution is to audit the vendor's ecosystem. Check their social media presence. Do they have active social accounts aligned with their positioning? Look for consistency across platforms, including their website, social media profiles, and email communications.

Are their claims supported by content depth, such as articles, videos, or case studies, or are they just posting shallow updates? A useful indicator is the quality and frequency of their posts.

High angle view of a workspace with various social media icons — A workspace showing social media icons representing various platforms.

If you come across big promises alongside a ghost town on their social media, that is a major red flag. A robust social media presence should correlate with their claims and overall brand image.

Step 2: Check Third-Party Signals

Don’t rely solely on the vendor’s own narratives. Go beyond their website and official statements. Engage with platforms like Reddit or industry-specific forums to see real users discussing the product. If nobody's mentioning the vendor, or worse, if only complaints surface, that's a signal for caution.

Additionally, search visibility matters. Google their name and check if they appear in searches outside their advertisements. Are they a relevant name in your industry?

Eye-level view of a laptop showcasing a search results page — A laptop screen showing search results for a B2B solution provider.

If there is no conversation happening around them, that silence speaks volumes. In today's landscape, silence is not golden.

Step 3: Consistency of Claims

Next, take a closer look at the consistency of their claims. Do their numbers add up? If a vendor claims astronomical results, those claims should be matched with evidence like screenshots, testimonials, or press coverage.

For example, they might advertise "$100K launches," but if they can't show working infrastructure or valid client case studies, you're staring at vanity metrics.

Close-up view of a chart illustrating growth metrics — Close-up of a growth metrics chart indicating performance data.

A significant red flag is when a vendor showcases “6-figures overnight” with no receipts to back it up. If their performance claims seem too good to be true, they probably are.

Step 4: Evaluate Their Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT)

Evaluating the vendor's Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) is essential. When assessing their Experience, do they demonstrate genuine expertise? Look for guides, speaking engagements, or consistent insights that reflect their knowledge in the field, instead of mere assertions.

Next, analyze their Expertise. Are they offering detailed advice that reflects lived experience, or is it just surface-level information anyone could Google?

In terms of Authoritativeness, do reputable voices within the industry cite or reference them? If not, the red flag is up. Lastly, ensure they exhibit Trustworthiness. Look for transparent disclaimers, clear pricing information, and real people behind testimonials.

High angle view of a professional seminar with an expert speaker — High angle view of a speaker presenting at a professional seminar.

A major red flag appears when there is Authority without authenticity.

Step 5: Look for Alignment With Reality

Finally, examine whether their content aligns with their actual infrastructure. For instance, if you find a well-crafted article on SaaS scaling that led you to them, does their site substantiate that they’ve successfully scaled SaaS brands before?

Are they living what they sell? Misalignment between their offer and actual execution is a clear warning sign. If their marketing is polished but their operational practices are lacking, they're not the solution you need.

Wide angle view of an office showcasing a team collaborating — Wide angle view of a modern office space where a team collaborates on projects.

Bring It Home: The Final Test

Before you hand over your budget, flip the audit lens. The real test of a solution provider isn’t what they promise, it’s whether their own brand holds up under the same scrutiny they claim to offer to you.

Encourage yourself to apply the EEAT -based checklist the next time you’re pitched. It’s not just about finding a vendor. It’s about ensuring that vendor is an investment in your company’s future. Don’t settle for glittery marketing; demand solid evidence.