Marketing automation programs (MAPs) help marketers speed up processes and increase efficiency. However, as MAPs get updated frequently, it's important to audit them regularly. Here are four tips for how to do this:
- Map out the marketing automation program - This should be in a chart that any stakeholder can access when needed. Visualizing the MAP lets team members follow the flow of automated messages at each step in the program, and this should be reviewed and revised once or twice per year.
- Audit the branding across your templates - As the MAP evolves, so will the company’s branding. Look at existing templates and make sure old messages and visual assets are updated.
- Test all the conversion paths - Conversion paths include any point in the customer experience where customers get triggered to take an action. As part of the marketing automation audit, you need to test all of these conversion paths to ensure conversions are not lost.
- Update the map with new features - Add new features that are expected to be added to your software by the vendor. This should include what platforms are testing as beta features, and what features could potentially impact your business’s marketing automation workflow.
Auditing your marketing automation program on a regular basis is essential for ensuring it's up-to-date and functioning optimally. Mapping out the MAP, auditing branding across templates, testing all conversion paths and updating the map with new features are all important steps in the process.
Originally reported by Martech: https://martech.org/4-tips-for-auditing-your-marketing-automation-program/
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