12 marketing automation terms you need to know

Automation is on the rise. Marketers specifically are using automation to their advantage to make them smarter, more efficient and able to make informed decisions when it comes to spending their budget.

However, it’s easy to be overwhelmed with the jargon that surrounds marketing automation. Whether you’re a marketing master or new to the field, you may have come across some terminology that you’re not quite sure about.

Wouldn’t it be nice if there was a list of the most common marketing automation terms all in one spot? Well you’re in luck! Here are the top 12 marketing automation terms that you need to know.

A/B Testing
The process of comparing two versions of marketing content, typically a web page or an email, to determine which version produces better results. Most A/B testing is directed toward improving conversion rates, so the one that gives a better conversion rate, wins!

Advanced Lead Scoring
Lead scoring is the process by which a company ranks leads based on data. This gives salespeople an accurate picture of where leads are in the sales funnel as well as an idea of how to reach them in a way that maximizes their chance of conversion.

Buyer Persona
A buyer persona is a hypothetical customer made up of common attributes typically seen in real buyers. Based on real data, personas reflect who customers are, what drives their behaviour, and how, when and why they buy certain things. A business may have multiple buyer personas.

Content Management System (CMS)
Content Management Systems are platforms that enable marketers to create online content for a website or a blog. They usually come with all the tools needed to create, edit, schedule, and even A/B test content.

Dynamic Lists
Dynamic lists are contact lists that are created and organized based on pre-set rules. A change in a lead’s behaviour can change their membership on different lists. Dynamic lists allow you to generate prospect lists that can be tailored to any specific criteria.

Email Marketing
Email marketing is the targeting of customers through electronic mail, including sending ads, requesting business, or soliciting sales or donations. It is meant to build loyalty, trust, and brand awareness. It is also considered as one of the most economic methods of direct marketing. Read more about how email can help your marketing here.

Inbound Marketing
Inbound marketing is the act of bringing visitors and leads to your website through content, search engines and social media. Instead of having to go out and get leads (outbound marketing), they come to you.

Lead Score
Lead score is a key feature of a lead management system. Contacts and leads are scored based upon their actions, behaviours, engagement level over time, profile, demographics and more. Each action or behaviour can be given an assigned point value designated by the owner of the lead management system. These point values automatically grow as the contact progresses through the buyer’s journey. When the lead score hits an established threshold, the lead converts into a qualified lead that can be passed to sales.

Nurture Campaign (also known as a Drip Campaign)
Sending marketing information to prospects strategically over designated periods of time. This can be to nurture prospects or leads through the sales and marketing funnel, to educate prospects, to on-board clients, etc. The term comes from the idea that focused, intentional messages are being dripped over time.

Sales Funnel
The sales funnel is a term used to describe the journey a consumer takes through marketing and nurturing until it results in a conversion. The metaphor of a funnel is used to describe the decrease in numbers of potential customers that occurs at each step of the process.

Trigger
A trigger initiates an action or series of actions with a lead, typically after the lead has engaged in specific behaviours. Read how we created a nurture campaign with a trigger email here

Workflow
A sequence of emails sent using automation.

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