In the hustle and bustle of the new year, small businesses have a lot on their plates — tax prep is looming, new projects are kicking off, teams are getting back into rhythm, and the first wave of customer inquiries starts rolling in.
But there’s one crucial to-do that all too easily slips off the list: auditing your marketing automation software.
Your automation system is the engine behind every goal, campaign, and milestone you’re planning for 2026, which means it deserves a little extra TLC before the year ramps up.
The truth is, outdated, inaccurate, or duplicate workflows can quietly cost your business big time. These hidden inefficiencies lead to wasted hours, lost leads, inconsistent client experiences, and even confused or frustrated customers.
To stay ahead of the chaos, carve out a little time for a quick year-end audit. Follow the simple steps below — it’s faster and more impactful than you’d think.
Let’s dive in.
Step 1: Check What’s Currently Running
You might be thinking, “I already know all the automations I have running,” but you’d be surprised what could be lurking in the depths of your marketing automation software. And for that reason, you need a thorough review.
Set aside time before the end of the year or in the very beginning of 2026 to do a deep dive on all the campaigns you have in the works — lead nurture sequences, appointment reminders, post-purchase follow-ups, cart abandonment campaigns, pipeline automations, and more.
And when I say check everything, I really mean everything.
No landing page, automated follow-up, or form is too small to take inventory of. And by completing this step, you’ll have an accurate, up-to-date, thorough understanding of the kind of content your business is serving your customers.
But most importantly, this first step will alert you of any changes that need to be made before you get into the thick of 2026.
Step 2: Update, Edit, Delete
Once you have the full scope of everything going on in your marketing automation software, you will naturally start to notice things that need to be updated.
So, as you audit each campaign, flag aging or irrelevant workflows. A few common things to keep an eye out for include:
- Seasonal campaigns that are still active
- Offers or promos that have expired
- Automations tied to retired services
- Duplicated or overlapping sequences
- Dead links
- Copy errors
This list isn’t exhaustive, but it’s a good place to start to ensure your audience doesn’t encounter anything from your brand that could leave a bad impression.
The most important piece of advice? Don’t rush this step. Taking your time and having an eye for detail in the little things is what sets businesses apart in big ways, leading to a professional brand image and a better customer experience.
Step 3: Plug the Gaps
Your third and final to-do will make sure your campaigns are airtight and ready to go for the year.
As you audit and update, you’ll likely uncover gaps in your automations. This often shows up in lead follow-up sequences — missing thank-you messages, review or referral requests, or appointment reminders are a few examples to look out for.
But gaps aren’t limited to lead follow-ups. You might also realize there are entire campaigns that haven’t been built yet, like re-engagement sequences for inactive contacts, post-purchase nurture campaigns to drive repeat business, or appointment reminders that reduce no-shows.
If you do notice some gaps — but you aren't sure what automations to fill them with — find inspiration and advice in this blog: 6 Follow-up Messages You Might Be Missing In Your Marketing Automation Software!
More New Year’s Next Steps
With a fresh audit, optimized campaigns, and updated automations, you’re giving your business exactly what it needs to run smoother, capture more revenue, and stay ahead of the competition in 2026.
Want to see how the right tools can take this even further? Book a demo of Keap® software and get a firsthand look at how smarter, more intuitive automation can simplify your workload and turn more leads into loyal customers.
And if you’re ready for one more step that can level up your strategy for the year ahead, check out this article next: One AI Feature All CRM Systems Need. It’s a quick read with big insight — and it might be the competitive edge you’ve been looking for.
