The Ultimate Guide to Marketing Automation Terminology
For businesses involved in digital and content marketing, marketing automation has quickly become a game-changer. Customisable and scalable platforms are available to businesses of just about any size.
As with most technologies, marketing automation is buried under its own confusing jargon and buzz words. Our marketing automation terminology A – Z guide helps you get familiar with some basic automated marketing and sales concepts.
The good news is that the basic ideas really aren’t that complicated.
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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. Also called: Split Testing.
Sending marketing information to prospects strategically over designated periods of time. This can be to nurture prospects or leads through the marketing funnel, to educate prospects, to onboard clients, to perpetuate engagement, etc. The term comes from the idea that focussed, intentional messages are being dripped methodically over time.
Sales funnel (or conversion funnel) is a term used in e-commerce to describe the journey a consumer takes through marketing and nurturing until a conversion results. The metaphor of a funnel is used to describe the decrease in numbers of potential customers that occurs at each step of the process.