Are brands using the marketing automation tools to their optimum level? Are they able to achieve lead generation goals? A marketing automation platform (MAP) audit allows brands to thoroughly check how the tools perform. It also helps identify gaps in the system and find solutions to troubleshoot it.
Why are MAP Audits Essential?
To Obtain Complete Visibility on Stack Operations
Brands use many automation tools to run their marketing activities. It could be a full-stack solution from a single distinct vendor or a customized stack with different solutions for specific functions. Despite the approach, it is essential to know how each tool works.
For instance, are they working well individually or in sync with other tools? A MAP audit will help brands visualize how every tool works individually and how it contributes to the entire marketing automation stack.
This makes it easy to decide whether the tool adds value to the existing operations. If not, it can be replaced.
Determine Loopholes in the Stack
Brands invest significantly in marketing automation tools. But are they using it to its optimal level? Are they missing out on important tools that capture leads?
At the same time, issues like leaks in the lead generation process due to underutilization or lack of appropriate tools can arise.
A thorough MAP audit will help identify these gaps and guide brands to use the right tools correctly.
Enhance or Rebuild the Marketing Workflow
MAP audits flag gaps in the workflow. For instance, there are gaps in the user onboarding strategy or the lead-capturing process. With marketing automation audits, brands can accordingly make changes to enhance or rebuild a perfect workflow that works in an integrated and seamless manner.
Devise Solutions to Build a Robust Tech Stack
A thorough MAP audit will give a fresh perspective on the stack’s performance. Brands can then decide what to add or remove from the stack to make it more robust. The stack must include high-performing tools that work in sync to help achieve marketing goals.
Three Steps To Follow When Auditing MAP
Understand the Purpose of Auditing
Before conducting audits, it is essential to define its necessity. Noting the challenges and the purpose of the audit will resolve them.
For instance, brands find it challenging to generate leads from landing pages. Audits will help understand if there are any issues with the tool or processes. It will also enable brands to find solutions to fix this issue.
Run a Thorough Data Analysis
Check all the reports of the audit to analyze the data. Identify metrics for every tool to benchmark the performance against it. For instance, the email campaign’s delivery rate must be more than 95%. If the delivery rate is low, marketers must reconsider the automation tool.
Patch the Gaps, Test, and Use the New Stack
Replacing a tool is not the only alternative. Add more steps to the workflow to close the gap between acquiring and engaging a customer. Prioritize and test the solutions to see if the new strategy meets the expectations. If the testing succeeds, brands can readily launch the new stack.
What Factors Must Brands Check During the MAP Audit?
Landing Pages
Analyze all the landing pages and understand what is negatively affecting their performance. At the same time, assess the current forms in the MAP and track redundancies or forms that are not in use. Seek statistics on-
- when the form was last submitted
- number of views the form has
- when the form was created/last updated
Data on all these statistics can help determine if a form is still active. When analyzing the forms, document which landing page they are associated with and whether these pages should be redirected or archived.
After analyzing the forms, consolidate the form structure and use a funnel to align content or submissions to help with the backend processes.
Campaigns
Thoroughly audit nurture and drip campaigns and follow-up emails. Run A/B testing to map steps to modify the email campaigns. Brands can fix their automation tool to improve the delivery rate.
Workflows and Integrations
Know the issues of marketing workflows to address them and create a seamless customer experience.
Audit third-party API integration tools and CRM integration to track areas for improvement. This will facilitate better sales and marketing alignment.
Analytics, Reporting, and Lead Capturing
Obtain a comprehensive view of the campaigns’ performance and the tools to make informed decisions on repairing the stack. Moreover, check if the software is capturing the leads. Also, ensure the software is assigned to the sales representatives in real time.
Also Read: B2B Marketing Automation Challenges and Ways to Overcome them
Conclusion
As per an academic study by the University of Hamburg, “Marketing Automation Report 2023,”
- 44% of brands report strategic adoption of marketing automation
- 64% of the brands rate the importance of marketing automation higher as compared to last year
- On average, automating a marketing analytics process leads to a 42.2% increase in performance
Marketing automation helps brands speed up processes, increase efficiency, and boost customer experience. Auditing the MAP regularly is essential to ensure it’s up-to-date and functions optimally. Properly map the marketing automation tools, test all conversion paths, and revamp the vital processes by adding new features.
A MAP audit is not a one-time process. Tech and customer buying behavior change constantly. Hence, correctly review the marketing automation stack to cater to the audience’s interests. Brands must conduct these audits quarterly before renewing the vendor’s contract.
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