If I were given 90 minutes to do a marketing automation audit, here would be my six areas of focus:
Segmentation:
- Find segments to dynamically create targeted lists
- Archive lists not in use
- Consolidate overlapping lists
- Make sure auto-tagging rules are enabled for simplified segmentation
Content automation triggers:
- Confirm that all forms have an active auto responder with related copy and an additional call to action
- Check that a drip sequence is in place and active (where applicable)
- See that rules are in place to send related follow-up pieces when a specific content asset is viewed
Lead scoring/grading:
- Examine pages by content stage and assign appropriate scores
- Review existing scoring to make sure score changes portray accurate interest/buying signals
- Inspect buyer persona profiles to make sure grading is correctly assigned
Integrations:
- Check all 3rd party integrations are properly setup and functioning
- Investigate CRM fields that need custom field mapping to the Marketing Automation software and could provide valuable data for enhanced segmentation
- Recommend additional integrations that enhance prospect experience and provide additional intelligence to sales and marketing
Reporting:
- Look at performance and respective content (e.g. email, social, landing pages) and suggest conversion optimization enhancements
Internal Automation:
- View all form actions to make sure sales and marketing are notified in real-time of hot prospects
- Survey sales team to make sure they’re using real-time tools to analyze prospects
Completing these sixteen steps during a marketing automation audit would absolutely enhance your experience with marketing automation software and better guarantee that you are effectively executing your lead generation, demand generation and sales efforts.
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