Marketing Automation 12 Point Tune-Up ChecklistSystemArea

SuggestedFrequency Areas for Review Diagnosis

Program Performance

Email Design & Deliverability

CampaignOptimization

Lead Scoring

Monthly

Monthly

Quarterly

Quarterly

• What channels are performing well? Which are not performing? What programs should be retired?• Which are delivering the best value based on the investment you have made?

Review your program performance reports. Identify which programs are creating new leads or driving conversions to opportunities.

• How are emails performing? Should you take advantage of responsive templates? Do other templates need a refresh to drive engagement?• What do email bounce rates look like? Has the IP been blacklisted by any SPAM filters?

Review your email reports. Identify if bounce rates have increased for various segments. Check your email send IP reputation score (you can check this for free at Sender Score, Sender Base, Barracuda, SpamHaus).

• How is the campaign queue operating? Are things executing in a timely fashion? • Any unnecessary trigger campaigns still running? Are recurring batches scheduled as optimal times based on the campaign function?

Review your campaigns, paying close attention to any data management campaigns that have a lot of leads running through them. Deactivate any trigger campaigns for programs that are no longer active. Update schedules for batch campaigns that do not need to run during business hours.

• Review lead scoring qualification criteria; does the criteria align with current sales qualification criteria?• Review lead scoring interest criteria; is it still relevant? Are there new pages to add?

Review lead score distribution. Meet with sales to see if scored leads are converting and if there are new target audiences that should be accounted for in scoring. Identify any new high-value content pages that should be added to the scoring model.

Good

To Be Updated

ImmediateAttention

Good

To Be Updated

ImmediateAttention

Good

To Be Updated

ImmediateAttention

Good

To Be Updated

ImmediateAttention

© 2016 DemandGen International, Inc. All rights reserved.

Form Conversion

Nurture Engagement

Program Templates

Lead Lifecycle Management

Quarterly

Quarterly

Quaterly

Twice a year

• How are forms converting? Should they be shortened to drive conversion? • Can progressive profiling be used to fill out database white space?

Review landing page conversion reports. Identify if specific offer / asset forms can be changed to get leads to take the desired CTA (i.e. whitepapers shouldn’t require as much information as an event registration). Incorporate progressive profiling into user experiences; drive continued form engagement that can be leveraged to collect more profile information.

• How many leads are being nurtured? • Do the existing nurture programs need a content refresh?

Review nurture program performance / engagement reports. Identify how leads are progressing through the nurture program (are they engaging or do they just exhaust all the content). Review nurture content to make sure it’s still relevant and update program with newly available content (webinar replays, whitepapers, infographics, videos, etc.).

• Have there been any new program types added to the marketing mix?• Have any processes changed around existing program templates?

Review program template library and program specific flows. Retire any outdated programs; create templates to support new program types that can utilize a template for future setup.

• How are leads progressing through the lifecycle?• Have any processes changed on the sales side that should be reflected in the lead lifecycle?

Review key lead lifecycle metrics like stage balances, conversion and velocity to identify any issues with lead progression tracking. Meet with sales to discuss current sales process; what are the lead / contact statuses and opportunity stages being used in the CRM.

Good

To Be Updated

ImmediateAttention

Good

To Be Updated

ImmediateAttention

Good

To Be Updated

ImmediateAttention

Good

To Be Updated

ImmediateAttention

© 2016 DemandGen International, Inc. All rights reserved.

Database Whitespace & Enrichment

MarTech Stack

CRM Integration

New System Features & Funtionality

Twice a year

Twice a year

Annually

Quarterly, or as new releases areavailable

• How complete are lead profiles? Where are the holes in the profile?• If using an enrichment services, what kind of match rate does your database have on key fields?

Perform a data audit. Export all lead profile data, and see how many leads have data in key fields needed for segmen-tation and scoring. Gauge accuracy of data by comparing to lead scores and sales lead dispositions (are a lot of leads being disqualified because of bad / outdated information).

• Have any updates been made to any third-party solutions you are currently using? Are there new solutions available that can integrate with your automation system to support your marketing program needs?

Review any gaps in your existing system and the functionality you need to support different programs. Explore system exchanges (Launchpoint, AppExchange, App Cloud, Marketplace) for new solutions that can provide missing capabilities that can integrate into the system to provide a more complete solution.

• Which fields are being synced to the marketing automation system? • Are the fields still being used, do they still need to be synced?

Perform a field audit. Identify which fields are being used by the marketing automation system in forms, segmentation and reporting. Update the CRM sync permissions to stop syncing data that isn’t useful to marketing.

• Are there new features that should be incorporated?• Has any existing functionality been changed? Do programs need to be updated to reflect changes?

Review recent product release notes. Identify functionality that can help optimize existing processes (new data capabilities, form enhancements, updates to reports and analytics, etc.) and features that can be used in support of upcoming initiatives (real-time personalization, SEO marketing, account based marketing, etc.).

Good

To Be Updated

ImmediateAttention

Good

To Be Updated

ImmediateAttention

Good

To Be Updated

ImmediateAttention

Good

To Be Updated

ImmediateAttention

© 2016 DemandGen International, Inc. All rights reserved.