It’s very important to audit your marketing automation at least quarterly. You don’t want it to get unruly, disorganized, outdated or underused. If I was given 97 minutes to do a marketing automation audit, it would include the following:

Database Management:

  • Archive segments and lists that are not being used, e.g. past time-based or seasonal lists from campaigns that have concluded
  • Identify new segments that would be useful for sales and marketing to see specific prospects/leads with the segment’s respective values
  • Make sure custom field data is being collected to be able to create deeper segments

Automation Rules:

  • All forms have the proper form actions enabled, including real-time alerts/notifications, list additions and autoresponsers with relevant/up-to-date content and an accompanied CTAs
  • Drip nurture sequences are actively sending to new leads and all content is up to date
  • When content is downloaded, recipients are getting what they’ve requested (sometimes a file gets moved or an email gets accidentally delete)


  • Examine new/popular pages/content by buying stage and create new scores in the respective lead score overlay
  • Existing scoring portrays accurate values related to buying signals
  • Buyer persona profiles / lead scoring overlays are properly scored and firing

Software Integrations:

  • Current 3rd party connections (username/password/api) have not been broken by updates or password changes
  • New CRM fields that need mapped to your marketing automation platform
  • New software integrations that have been added that are not yet enabled that provide value to either prospects, marketing/sales or both


  • Check performance on campaigns, emails, social, landing pages to find CRO opportunities.
  • Sales and marketing are getting the reporting and metrics they want on the schedule they require.
  • Remove unused reports and add new reports as requested
  • Survey sales team to make sure they’re using real-time tools to analyze prospects


  • Organize assets (campaigns, emails, etc.) that didn’t get filed properly when originally created with tags or folders
  • Check user usage data to see who’s working actively with the platform and who isn’t that might need some help or additional training

This rapid fire 18 step marketing automation audit can provide anyone added value and opportunity to improve with their marketing automation efforts. Clearly you will uncover issues during the audit that may take you more than 97 minutes to resolve, but finding and fixing these issues is the aim of doing this quick, quarterly audit.

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