---
title: "Marketing Automation: A Glossary"
description: Marketing Automation definitions in an easy-to-read glossary.
---

[Recipe Marketing Blog ](https://blog.recipemarketing.co.nz/blog)

# [Marketing Automation: A Glossary](https://blog.recipemarketing.co.nz/blog/marketing-automation-a-glossary)

 Written by [Annie Shearer](https://blog.recipemarketing.co.nz/blog/author/annie-shearer) | 27/08/2018 11:48:57 AM

****

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

[View full post](https://blog.recipemarketing.co.nz/blog/marketing-automation-a-glossary)

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