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Lexicon of Terminology – Everything You Need to Know About Marketing Automation

When unfamiliar with the world of marketing, we sometimes encounter unknown concepts and terminologies. This is why we have created this little guide for you. In here, we define a variety of terms used in marketing automation, which will help you understand a great deal more than before.

Here are the most common terms as defined by the illustrated encyclopedia of marketing.



  • CRM: This acronym stands for “customer relationship management”. CRM encompasses all the systems used to optimize the brand’s relationship with its customers, which includes retaining them and increasing the company’s sales per customer. CRM gives customers a multi-channel path (point of sale, mobile, internet) to provide a seamless customer experience.




  • Email marketing (Emailing): In the beginning, email marketing in terms of customer retention most often involved sending one or more personalized newsletters to all recipients at a specific frequency. Since then, its use has evolved considerably and email marketing strategies and campaigns have become much more complex. Automating email marketing campaigns allows personalized emails to be created for each contact.Here are some of the things contributing to this change:
    – Growing use of trigger marketing and marketing automation
    – The development of conditional email scenarios
    – Lead/customer lifecycle management
    – Improved personalization techniques and practices
    – Using behavioral segmentation
    – Leads management



  • Inbound marketing: Inbound marketing is one method a business can use to get its leads or customers to respond naturally or spontaneously, which involves delivering information or useful services to them. The idea is to support its target customers’ needs in terms of information and content to generate visits and reasonably qualified sales contacts (leads) on a website.




  • KPI: This is an acronym for Key Performance Indicator. In a marketing context, KPIs are used to determine which factors are considered to measure the overall effectiveness of all marketing activities or those of a particular campaign or activity.




  • Landing page: This is a page optimized solely for conversion purposes. There is only one thing the user can do, which is to complete a form and convert on your page. It transforms a simple visitor into a fairly qualified lead or into a customer. The landing page is also called the destination page.
  • Leads generation: This means all marketing activity done to create reasonably qualified sales contacts. A lead is more than a mere advertising or marketing contact insofar as the sales contact is normally somewhat better identified and qualified.The main leads generation techniques or actions are:
    – Marketing content offers
    – Sales link? campaigns + forms
    – eBook offer + form
    – Implement landing pages and popups + forms
    – Email recruitment campaign + form


  • Lead Nurturing: This process involves maintaining or strengthening a marketing relationship with leads that are not yet ready for a sale or for which this action has failed as it was too early.




  • Marketing automation: The term “marketing automation” can be defined in many ways depending on how it is used. In a broad sense, it refers to all the practices or techniques used to automate marketing campaigns.In a more specific sense, marketing automation can be defined as the automation of a series of activities and campaigns designed to optimize leads generation and management. Marketing automation defined as such is used mainly in a B2B marketing context, but it can also be used in certain B2C situations.The main purpose of marketing automation is to:
    – Produce, organize and promote content and events
    – Optimize leads generated from this content (optimize forms and landing pages)
    – Qualify and score leads and accounts
    – Manage and nurture these et leads (lead nurturing)
    – Efficiently supply the sales teams with leadsA marketing automation platform and organization must be able to increase marketing productivity and effectiveness to supply quality leads to the sales teams.

    A marketing automation plan generally uses a marketing automation platform that is connected primarily to Salesforce and other complimentary solutions.




  • Newsletter: This generally means an email sent periodically to subscribed leads or customers for sales purposes. The newsletter’s content can simply include a selection of products or contain editorial content (an information letter in the strictest sense).For more seasoned e-commerce players in the field of email marketing, the idea of a single newsletter sent to all subscribers has lost ground to newsletters that are increasingly more personalized with customer/lead information.A newsletter can be monthly, weekly or daily, the frequency generally depends on the nature of the offer or the information.




  • Persona: In the field of marketing, a persona is an imaginary character representing a target group or segment when developing a new product or service or a marketing activity as a whole.The persona is generally given a name and social and psychological characteristics. Many personas may be used in the same development project. The personas are, among other things, considered when developing product/service features and website content.


  • Prospect (Lead): A lead is a potential business customer whose information you have received. There are many lead qualification levels based on their progress in the buying process.

Examples of lead qualification


Session = Visit

Subscriber = Newsletter contact

Lead = Download an eBook

Qualified marketing lead = Tried a demo

Qualified sales lead = Began a free trial



  • Pop-up: This is a very powerful tool to capture information directly from your website. A pop-up is a small window that opens automatically and is superimposed over everything else on the web page. You can now customize pop-ups using several variables such as the URL, time, visitors, etc.




Trigger marketing: The practices through which a marketing activity such as mailing, emailing, phone calls etc. is automatically triggered when a customer or lead has performed a specific action like having made a purchase, redeemed a coupon, completed a form, etc., or when an event occurs, such as the customer’s birthday.
Trigger marketing activities have grown considerably along with improvements in the internet and digital marketing, as they enable completely automated marketing actions (automation marketing).

The most popular forms of trigger marketing used in digital marketing and e-commerce are:
– Follow-up emails and order confirmations
– Abandoned shopping cart reminder emails
– Retargeting display campaigns
– Form completion campaigns
– etc.




  • Visitor: A visitor is an internet user who visits a website or landing page.




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