Are brands using the marketing automation tools to their optimum level? Are they able to achieve lead generation goals? A MAP audit allows brands to audit how the tools perform thoroughly. It also helps identify gaps in the system and find solutions to troubleshoot it.
Brands use many automation tools to run their marketing activities. It could be a full-stack solution from a single distinct vendor or a customized stack with different solutions for specific functions. Despite the approach, it is essential to know how each tool works.
For instance, are they working well individually or in sync with other tools? A marketing automation audit will help brands visualize how every tool works individually and how it contributes to the entire marketing automation stack.
Marketing automation helps brands speed up processes, increase efficiency, and boost customer experience. Auditing the MAP regularly is essential to ensure it's up-to-date and functions optimally. Properly map the marketing automation tools, test all conversion paths, and revamp the vital processes by adding new features.
A marketing automation audit is not a one-time process. Tech and customer buying behavior change constantly. Hence, correctly review the marketing automation stack to cater to the audience's interests. Brands must conduct these audits quarterly before renewing the vendor's contract.