# Worked example: B2B Meta readiness worksheet

Fictional company: ClearLedger, a B2B collections workflow product.

## 1. ICP and list

Target: finance leaders at B2B companies with 50–500 employees and recurring invoices. Existing CRM has 2,800 target contacts plus 420 open opportunities and closed-lost accounts.

Meta match status: unknown. The raw list has not yet been uploaded or matched, so the usable audience and delivery range are unverified.

Decision: Needs work until match and delivery are checked.

## 2. Offer

Offer: free overdue-invoice follow-up audit. The ad does not ask for a demo. It offers to review where follow-up ownership breaks.

Decision: Ready.

## 3. Creative inputs

Available: founder can explain the problem; product screenshots show owner, next action and follow-up history; one customer quote is approved but no numerical result is approved.

Decision: Ready with claim limits.

## 4. Landing path

Landing page promises the audit, shows the three inputs needed, and asks five qualification questions. Mobile form is short enough for a cold visitor.

Decision: Ready.

## 5. CRM and sales feedback

HubSpot receives source, campaign, audit type and qualification answers. Sales accepts a lead only when company size, invoice volume and owner need match the rules. The sales follow-up owner and audit-delivery owner have not yet been named. Expected response time and first review date are also unknown.

Decision: Needs work.

## 6. First test decision

Fix first.

Monthly test budget: owner decision needed.

Test window: owner decision needed.

First angle: “Stop losing overdue invoices between a spreadsheet and inbox.”

Why: the pain, offer, page and CRM fields point to the same buyer problem, but the team does not yet know the matched-audience size, budget, test window or who owns follow-up and audit delivery.

Next action: run an audience match estimate, name both owners, set the response expectation, and approve a bounded budget and test window. Then schedule the first review around fit rate and sales acceptance, not just CPL.