How to conduct a marketing automation audit

Using a marketing automation platform to automate activities has made life easier for marketers. Many activities can easily be set and forgotten. However, conducting a regular comprehensive audit across all marketing facets will help you understand the performance and any need for improvements.

A marketing automation audit will help you take stock of what you have created & setup. It will also help you reassess and realign your strategy to ensure your making strides towards your yearly goals. 

Here are the questions you should be asking when conducting a marketing automation audit.


Questions to ask :

 1. Are you generating enough traffic to meet your lead conversion goals?

 2. Which are the high performing channels & sources that drive the most traffic to your site?

 3. Which assets are driving the most traffic?

 4. Which social media channels are driving the most traffic?

 5. Which sources drive the most traffic – Paid or Organic?

 6. How are the Paid channels performing?

 7. Which channels have the highest & lowest sessions?

 8. Are there any channels with little or no sessions? Why?

 9. Are your organic sessions less than 1000 or 30%? 

 10. What is the bounce rate? 

Tips & Tricks :

 > If organic sessions are less than 1000 or 30% then work on SEO based content creation & link building.

 > For pages with high bounce rates ensure to match the messaging of your CTA to the content and that the content answers the questions that the visitor is looking for.

 > Conduct keyword research to identify search terms that can drive better traffic to your site.

 > Ensure that you have a consistent social media presence – both organic & paid – across the most effective social platforms. 

 > Create a content calendar and a content scheduler to ensure that you have regular & relevant asset creation and dispersion.


Questions to ask :

 1. What is the traffic sessions to lead conversion rate?

 2. Is the lead conversion rate good enough to generate the opportunities required to meet the marketing influenced sales goal?

 3. Which channels have the highest & lowest lead conversion rates? Why?

 4. How does the conversion rate compare to past year performance?

 5. Which assets are driving higher conversions?

 6. Which landing pages are driving the highest and lowest conversion rates? Why?

 7. Are blog posts generating lead conversions? 

 8. Do you have live chat and a chatbot installed on the website? Are they generating leads?

 9. Do you have non-intrusive pop-up forms offering relevant followup content to visitors? Are these pop-up lead magnets generating leads?

 10. Do you have relevant CTAs enabled on the website? Are these CTAs generating qualified leads?



Tips & Tricks :

 > Create varied content that is relevant to each stage of a buyer’s journey based on the product/solution that you are offering.

 > Place strategic CTAs to the top 10 high performing pages.

 > Ensure that the pop-up forms are non-intrusive and do not hinder the visitor from looking for the information they need.

 > Review the forms on landing pages. Ensure that you are asking only the relevant information that aligns with the value of the offer. 

 > Re-use high performing assets in different formats to generate interest.


Questions to ask:

 1. What is your lead to opportunity conversion rate? Does it suffice to meet your marketing goals?

 2. How is the lead to opportunity conversion rate performance as compared to previous years? Why?

 3. Which campaigns or sources have the highest lead to opportunity conversion rate?

 4. Are Lead Nurture campaigns generating opportunities? What can you do to improve lead nurture performance?

 5. Do you have Lead Scoring setup?

 6. Are you providing enough information to the Sales team to make informed decisions on which leads to target?

 7. Do you have cross-sell and up-sell nurture workflows setup?

Tips & Tricks :

 > Create quick decision stage offers and offer them on the relevant buyer stage landing pages

 > Install chatbots on high value pages

 > Review lead scoring and optimise based on past trend

 > Enable sales teams with how to assess lead scores and lead activities

> Review nurture campaigns to include strong CTAs


Conduct this marketing automation audit half yearly to review and reassess the direction & goals of your marketing strategy. If you have not done a comprehensive marketing automation audit in the past 12 months, then now is the time to do so. Use this worksheet to record your observations and set yourself up for success.