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Marketing Automation: A Glossary

Posted by Annie Shearer on 27/08/2018 11:48:57 PM
Annie Shearer


A plain-speaking, helpful glossary to support your Marketing Automation journey. 

Campaign management – The process of creating, executing, and measuring marketing programs directed at specific audience segments

Demand generation – The act of using marketing to create interest or demand in a company’s products or services

Email marketing – The use of email communication to increase awareness, generate leads, and build relationships with prospective and existing customers

Landing page optimisation – The process of obtaining the greatest number of conversions from a landing page by continuously testing and revising various landing page elements

Lead database – A system used to collect information on a company’s leads such as demographic, BANT, and behavioural data

Lead management – The process of generating revenue from leads by collecting, qualifying, and interacting with individuals and/ or organisations in relevant ways throughout the buying process

Lead scoring – The process of determining the sales readiness of leads using a pre-determined scoring methodology and ranking them accordingly

Marketing asset – A piece of marketing content (e.g. guide, white papers, videos, newsletters, webinars, landing page, etc.) used to educate and generate interest for a company’s products of services

Marketing automation – The use of technology to manage and automate the process of converting prospective customers into actual buyers

Revenue cycle – A new way of looking at the traditional sales cycle, the revenue cycle starts from the day the organisation first meets a prospect and continues through the sale and beyond to the customer relationship

Trigger – An event based on a change or update in status, demographic information, or user behaviour that causes a lead to proceed along a specific workflow branch or new path

Website monitoring – The ability to monitor page visits, click throughs, form submissions, and other online activities from either known or anonymous visitors

Workflow – A pre-determined path of interactions for individuals to experience based on their profile, demographic, and/or behavioural data with the goal of nurturing and building relationships

Something Powerful

Tell The Reader More

The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for.


  • Bullets are great
  • For spelling out benefits and
  • Turning visitors into leads.

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