If you are using a marketing automation tool such as HubSpot, Marketo, Eloqua or Salesforce Marketing Cloud, you need to ensure you are getting the most of your tool. One way to do so is by doing a marketing automation audit. A marketing automation audit will allow you to discover new ways of using your tool, identify opportunities, eliminate risks and improve performance. While the tools maybe different the process of your marketing automation audit are the same. Prior to starting your marketing automation audit it is a good idea to audit your marketing tech stack.
Auditing Marketing Tech Stack:
Many marketers make the mistake of assuming that your marketing automation tool is all you need, but in fact you are most likely utilizing different platforms for different purposes that may or may not speak with each other. Understanding your marketing tech, and how its related to each other is critical for any business. For example, you maybe running ads with Google Ads or Microsoft Ads, running your marketing automation via HubSpot, enable sales with their CRM such as Monday.com, run re-marketing with AdRoll, Social Media listening with SproutSocial and run ads via LinkedIn Ad network. This is a typical set-up for small to mid size companies in the B2B space. If you were to use a B2C as an example, or an e-Commerce provider your marketing tech stack will be double if not triple, and even more complicated from transactional emails to inventory tracking. In order to be successful with your marketing automation tool, start by mapping out all the tools that your marketing team uses and how they are connected or not connected to each other. Here are some advantages of doing your marketing automation audit.
Advantages of Marketing Automation Audit
The advantage of doing a marketing automation audit goes beyond identifying problem areas, but rather uncovering opportunities. The advantages of using your marketing automation tool properly includes:
- Eliminating miscommunications: If your programs, campaigns or lead sources are mislabeled it can produce miscommunication between your marketing team, when hiring new employees and when communicating between sales and marketing.
- Reporting Issues: If you have duplicate leads or you have duplicate records, your reporting maybe double counting.
- Identifying data issues: With a marketing automation audit, you can identify areas that need to be fixed. This is the biggest opportunity which will have the best outcome on performance.
- Better form conversion: By auditing your forms, you can analyze conversion rate and identify what forms are converting and which need to be replaced therefore improving your lead generation efforts.
- Identify new opportunities: If you are not doing drip/nurture campaigns, that can be a missed opportunity or if you are not utilizing lead scoring then you are simply using an expensive marketing automation tool for email.
- Eliminate Risk: By making sure you are using your marketing automation tool as intendent you can eliminate risk of sending an unsubscribed individual an email, emailing the same person more than once a day and documenting their opt-in as required by GDRP or other privacy laws.
There are more advantages then mentioned to doing an audit most are related to either improving performance, efficiency and eliminating risk.
Disadvantages of analyzing your marketing automation:
A few disadvantages of analyzing your marketing automation include:
- Time: to analyze each part of your marketing automation set up from naming conventions, to your lead data quality, and other parts takes time. Hiring a marketing automation agency to do the audit for you has its advantages not only in terms of saving time but also identifying areas you have not set-up do to busy day to day schedule.
- Cost: While there is a cost associated with analyzing your marketing automation instance, it is a good idea. After all you would not skip on your car’s oil change or maintenance, therefore, thinking of your marketing automation audit as your yearly maintenance is a good way to ensure your marketing is on track throughout the year. The cost is also decreased by saving your team time due to better organization.
While time and cost is an issue, they are going to save you time and money in the long run.
What’s involved in Marketing Automation Audit:
There are a few critical part of marketing automaton analysis that must be performed regardless of marketing automation tool you are using. While there are differences in terminology and how it is implemented between HubSpot and Marketo for examples, there are still a few areas that should be audited.
- Connections between marketing automation tool and third party tools. This can include things like is your HubSpot connected to LinkedIn, Google Ads, Bing Ads, etc… If your marketing automaton tool is connected to CRM such as Salesforce. Here you want to check that fields are mapped correctly, that you are not missing any data that you need such as opportunity stage, and that your marketing automation tool is providing your third party tools with the necessary connections.
- Missing Connections: while it is good to audit current connectors, you may find out that other platforms can be connected but are not. This can include webinar software, your social media platforms and even your BI tool which should report on your marketing automation tool but is not. Optimization does not always have to be inside your marketing automation platform but also in other connected platforms.
- Lead Quality: This can be an audit in its own, but basically you are looking for duplicates, data completeness, consistency, bounce rates and unsubscribe rates. All these indicators can identify how good your leads are. Another useful metric is date created, understanding how aged your database is can provide insight into your over marketing performance today and tomorrow.
- Email Performance: What does your open rate look like, is it improving or going down. What about click throughs? Unsubscribe rates? How does it compare to benchmarks in your industry. These can give you insights if you need to improve or continue on same path. Keep in mind if you are not doing A/B testing or any testing really, then you are not maximizing your email results.
- Lead Scoring: Is your lead scoring a good predictor to a done deal? Auditing your lead scoring for the fields used and their impact on predicting a sale or SQL, is key to running a successful marketing operations team.
- Form Performance: is your form conversion rate under 1%, are you asking too many questions or maybe not the right ones? A form audit can help identify problems that are easy to change.
- Reporting: Is your team still doing reporting in excel, it is time to change that. Is all data available for your team when they need to make decisions? Is it accurate?
- Overall Marketing Set-up: Other things to look for is naming conventions, source/campaign capturing, permission set-up for privacy, and other specific things that are applicable for each tool and team.
Once your marketing analysis of your marketing tech stack is done, you can begin to make real changes that will not only improve how you utilize your expensive tool but also improve marketing results.
Steps to take when doing a marketing audit:
- Map out your marketing tech stack and how it all fits.
- Talk to sales and your marketing team on what is missing, what issues they are encountering, where do they spend most on their time on, and their ideal marketing automation process?
- Start with plan on what you want to check.
- Do the audit
- Discuss with team and add recommendations.
Your Marketing Automation partner, can help you understand what parts of your system you can improve on. Sometimes it is advisable to bring in a third-party consultant as they can see your set-up holistically. StrategicDB is a marketing automation company that specializes in providing marketing tech stack audits for the purpose of maximizing return on your investment for both marketing activities and marketing tools. They can also help fix the issues identified, in the audit. They are tool agnostic, meaning if you run Hubspot or Marketo it is irrelevant, they know both and more. The owner Anna Kayfitz, used to run Eloqua for Eloqua, a title only a few people in the world have. Contact them to discuss your project and pain points.