Remember, implementation is just the starting point on the road to marketing automation success. For best results, continually assess and adjust your strategy.

You did it! You successfully implemented marketing automation and you’re on your way to more effective marketing. But to get the most out of your solution, you’ll need to continually test and improve your marketing programs, using the built-in reporting to look for trends and identify what’s working and what’s not.

Consider the following questions as you implement your new marketing automation system, and regularly revisit them to ensure marketing automation success.

The Automation Success Checklist

• [x] Envision your prospect’s journey. What content will they need along the way, and how can you effectively target your drip nurturing so that your prospects get the information they need, when they need it?
• [x] What activities are indicators that a prospect is ready to speak with a sales rep?
• [ ] How will you use landing pages and customized links to track campaign success and more effectively promote content?
• [ ] Determine important data to collect on forms. What do you want to capture first with progressive profiling?
• [ ] Develop the look and feel of your brand; are your emails, landing pages, and website pages all consistent with this look and feel?
• [ ] Brainstorm rules and actions that can be automated to save time.
• [ ] Determine your success metrics (what do you want to measure?).
• [ ] Plan how often you will revisit your strategy to make sure you’re getting the most out of your investment in marketing automation.