Your 2026 Company's A to Z Martech Glossary

Marketing teams use these technologies to make their organization more efficient by automating certain tasks. Also, they clearly spell out a company’s return on investment (ROI) on efforts, which is a limitation of offline marketing.

If you’re new to the world of digital marketing and search engine optimization (SEO), then we’ve got the help you need. This 2026 martech glossary will help you cut through the noise of confusing buzzwords and give you a basic understanding of martech terminology.

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How to use this martech glossary

The martech terminology below is sorted in alphabetical order. If you’re looking for a particular term, you can quickly and easily find it!

Martech glossary:

A

Now, here’s our list of martech terms and martech acronyms:

A/B testing:

A/B testing is a technique to find the best performing email, landing page, advert, etc. of two choices. A/B testing works by experimenting with two versions of the same variable (page, element, etc.) to see which version drives the best results.

Account-based marketing (ABM):

ABM is a business-to-business (B2B) strategy focusing marketing resources on high-value accounts or prospects with a market. The strategy centers on the bottom line and which efforts will have the biggest impact on the bottom line.

ADA compliance:

ADA compliance refers to the Americans with Disabilities Act Standards for Accessible Design, which states that all electronic and information technology (like websites) must be accessible to people with disabilities.

Advertising:

Advertising is a paid promotional tactic that aims to sell a product or service to a target audience.

Advertising cost of sales (ACoS):

Advertising cost of sales is how much money you spend on advertising for each dollar of revenue you earn.

Ad Exchanges:

Ad Exchanges are digital marketplaces where publishers can sell ad space to advertisers. This marketplace allows companies to offer display, native, video, mobile, and in-app advertising options.

Ad extensions:

Ad extensions are additional pieces of information that can be added to your online ads, such as phone numbers, links, or location details, to make them more informative and compelling to potential customers.

Ad fatigue:

Ad fatigue is when your audience sees your ads so often that they lose interest and stop engaging with your ads. When ad fatigue happens, your click-through rate (CTR) drops as your frequency increases. As a result, your campaign becomes less effective, and you don’t see a great return on investment (ROI).

Ad network:

An advertising network is essentially an online platform where businesses can buy ad space from third-party websites. It serves as a mediator between the two parties — advertisers go to it looking for someone to display their ads, and publishers go to it in search of revenue.

Ad tracking:

Ad tracking is the process of collecting data from advertising campaigns. You can use ad tracking to help gain insight on users, so you can create advertising campaigns that engage your audience and interest them in your products and services.

Amazon bid+:

Amazon Bid+ is an advertising feature for Sponsored Products Ads. When enabled, Amazon Bid+ can help your ads appear at the top of search results. How? When you use Bid+, it increases your bids by up to 50 percent to improve the competitiveness and potential visibility of your ad.

Amazon PPC:

Amazon PPC is pay-per-click advertising through Amazon Advertising, Amazon’s ad platform. With PPC, advertisers only pay when a user clicks on the ad, versus when a user sees the ad. Sellers can use Amazon Advertising to generate brand awareness, sales, Amazon Store visits, and more.

Amazon SEO:

Amazon SEO is the practice of optimizing your product listings for Amazon’s ranking algorithm, A9. These optimizations include using keywords (or search terms) in a product listing’s title, uploading high-quality photos, setting competitive prices, and more.

Audience intelligence:

Audience intelligence is about finding valuable insights about your audience through data and using those insights to market to them more effectively.

Audience profiling:

Similar to audience intelligence, audience profiling defines who your target customer is through customer buying behavior analysis.

Audience segmentation:

From profiling, marketers segment audiences to better target them in campaigns and market more effectively. This process identifies subgroups within a target audience based on demographics, customer type, or buying behavior.

Automated journey logic:

Automated journey logic is the process of automating the decision-making process for the customer journey. This technique uses an “if-then” logic to automate the customer’s journey, so businesses can anticipate changes in customer behavior and proactively adapt for them.

Automated lead nurturing:

Automated lead nurturing is the automation of lead nurturing practices, like sending follow-up emails and forwarding relevant resources based on the user’s place in the buyer journey. With automated lead nurturing, companies can reach potential leads at the right moment with the right information.

B

B2B Martech:

B2B Martech, or marketing technology, refers to any software, platform, or tool you use to enhance your business-to-business marketing efforts. Its purpose is to maximize the effectiveness and efficiency of your B2B digital marketing campaigns.

B2C Martech:

B2C Martech, or marketing technology, refers to any software, platform, or tool you use to enhance your business-to-consumer marketing efforts. Its purpose is to maximize the effectiveness and efficiency of your B2C digital marketing campaigns.

B2G marketing:

Business-to-government (B2G) marketing — also called public sector marketing — is marketing aimed at government organizations. B2G marketing can be done in-house, but it’s commonly done through a partnership with a professional B2G marketing agency.

Banner ads:

Banner ads typically consist of an image or some form of multimedia. While they contain text, these ads focus on imagery. Your banner ad can be static or animated. Most companies run banner ads through Google ads.

Benefit segmentation:

Benefit segmentation is categorizing your target audience based on the perceived benefits and value they’ll receive from your product or service. It is a marketing segmentation strategy that groups customers according to practical benefits like features and customer service.

Big query:

BigQuery is Google’s serverless data warehouse. This scalable, enterprise data tool is a cloud data warehouse that helps companies store and query their data.

Branding:

Branding is the process of creating an identifiable and distinct image of your business. With branding your business online, you help people distinguish your company from the competition and develop emotional connections to your company.

Brand awareness:

Our sixth term is brand awareness. Brand awareness is basically how familiar people are with your company. When you market to users at the top of the funnel, you’re usually trying to increase brand awareness.

Brand perception:

Brand perception is the way that customers see and understand a brand. It encompasses their beliefs, attitudes, and feelings towards the brand based on their experiences, interactions, and exposure to its marketing efforts.

Brand positioning:

Brand positioning is how a company frames its value and culture to customers. Companies use a brand positioning strategy to highlight their unique selling proposition (USP), which is why customers would choose them over competitors.

Brand salience:

Brand salience is the ease with which buyers identify and recall a brand when buying a product or service. It has a significant impact on customer behavior and purchasing decisions.

Bottom of funnel (BOFU):

And at the very bottom of that funnel, BOF (abbreviated) or BOFU. These are the people who are ready to buy — all you have to do is convince them to take action. You want to retarget these users with marketing that directly encourages them to buy, such as a promotion.

Business Intelligence (BI):

Business intelligence (BI) is the use of technology to analyze data and derive insights that help inform business decisions. The process involves collecting, preparing, analyzing, interpreting, presenting, and using data. Business intelligence for marketing is using BI to assist with marketing decisions and improve marketing processes and outcomes.

C

Call tracking:

Call tracking is a method of recording information about phone calls a business receives. Call tracking can monitor who calls a business when they call, who they represent, what the caller is interested in, where they are located, and even a phone call transcript.

Challenger brand:

A challenger brand is a company that aims to redefine its industry by challenging the dominance of market readers. Now, what do I mean by that? So, the company doesn’t just follow norms established by competitors. It strives to offer a unique value proposition that will set it and its products or services apart.

Channel partner marketing:

Channel partner marketing refers to the methods used to promote products and services sold by channel partners. This type of marketing needs to consider the requirements and goals of the manufacturer and the channel partners, as well as both of their audiences.

Clickbait:

Clickbait is online content created to entice visits and earn page views. Clickbait headlines and thumbnail links encourage Internet users to visit the link to read, listen, or watch content.

Click-through rate (CT):

Click-through rate, or CTR, it is the percentage of people who, after seeing your marketing content, actually click on it.

Conversational marketing:

Conversational marketing is based on targeting audiences through conversations they’re having and engaging them one-on-one. The goal is to convert users with personalized conversations and is usually seen through social media sites like Twitter.

Cost per lead (CPL):

Cost per lead, or CPL, is the amount that you pay for each lead you earn.

Cookies:

Cookies are text files saved by browsers and stored on a user’s device to track your information. This info helps the site identify its visitors and help improve the user experience by saving passwords or keeping track of items in a user’s cart.

Consumer marketing:

Consumer marketing is promoting a product or service to individual consumers for their personal use. It’s focused on enticing new customers to try a business’s products or services and keeping existing customers happy and loyal to a brand.

Conversion:

A conversion is basically whenever someone completes an action that you wanted them to complete. Often, that means buying something. But signing up for your email list or trying a product demo could also count as a conversion.

CRM:

A CRM, or customer relationship management platform, is a platform that enables businesses to effectively collect and organize customer data in one centralized location, often implemented with the help of a specialized CRM integration agency.

CRO marketing:

CRO stands for conversion rate optimization, which involves optimizing your website to earn more conversions. With CRO marketing, you create a strategy that revolves around optimizing your website and conversion process to get more people to take your desired action.

Click-to-open rate (CTOR):

Click-to-open rate (CTOR) is an email marketing metric that measures the number of clicks your emails earn relative to the number of opens.

Customer data management (CDM):

Customer data management (CDM) is the process of acquiring, organizing, and using customer data to better understand your audience and ultimately inform your marketing strategies.

Customer data platform:

A customer data platform is a tool that stores and unifies real-time customer data. These platforms make storing, managing, and analyzing customer data for valuable insights a breeze.

Customer lifetime value (CLV):

Customer lifetime value (CLV) is how much monetary value you can expect a customer to bring to your business over their lifetime.

Customer match marketing:

Customer match marketing is the practice of creating ad audiences using customer data. Businesses can accomplish goals related to brand awareness and sales with this strategy. Ad networks, like Google (via Customer Match) and Facebook (via Custom Audiences), support customer match marketing.

D

Data activation:

Data activation is the process of using captured data to make business decisions. Activated data is anything that your company uses to guide processes, while a data activation platform primarily transfers information from one platform to another.

Data-driven marketing:

Data-driven marketing uses customer data to create targeted messaging for a better marketing campaign. Considerable ROIs develop from this type of marketing since marketers now target the right customers.

Data enrichment:

Data enrichment is the process of combining first-party customer data with third-party data to flesh it out and make it more useful to your marketing and sales teams.

Data lake:

A data lake is a system that allows you to store all of your data at any scale. Data lakes can help you collect unorganized, raw data in any size that you can analyze later.

Data management platform:

Data management platforms (DMPs) are platforms that handle customer data. These platforms can collect and manage the information, helping businesses pinpoint audience segments and improve the overall ad targeting.

Data mining:

Data mining is the process of analyzing large amounts of data to discover insights that help you improve your business operations and performance.

Data pipeline:

A data pipeline is a sequence of data processing actions that automatically moves data from one or more sources to a target destination.

Data silos:

Data silos are large bulks of information within your company that are limited solely to one team or department.

Data stack:

A data stack is a set of tools and technologies used to gather, process, store, and analyze data in a cloud-based data platform.

Data scraping:

Data scraping or web scraping is the process of automatically retrieving and exporting information from the web into a spreadsheet or a local file saved on your computer.

Data strategy:

A data strategy is a business plan for managing the data that your company acquires — how to gather, store, categorize, and use it. Overall, it’s simply a plan for managing your business data.

Data transformation:

Data transformation is the process of converting and structuring data into a new format that a business can analyze, process, and use for growth.

Data unification:

Data unification is the process of bringing data from several different sources together in one centralized location.

Data warehouse:

A data warehouse is a digital platform designed to store and organize information from across your business. More specifically, data warehouses are intended to help with business intelligence (BI) functions, primarily analytics. They exist to hold data you can analyze and use to improve your business processes.

Digital Asset Management (DAM):

Digital Asset Management or DAM is a system that manages and organizes digital assets like images or videos.

Digital transformation:

Digital transformation is the process of integrating digital technology throughout all facets of an organization, significantly altering how it functions and provides value to consumers. It entails thoroughly rethinking organizational structures, business processes, consumer experiences, and implementing new technology.

Direct-to-consumer marketing:

Direct-to-consumer marketing involves selling and advertising directly to consumers, rather than using a middleman to sell your products. As a D2C company, you manufacture, market, and distribute your products on your own. This type of marketing enables you to focus solely on consumers and building strong relationships with them.

Deep learning:

Deep learning is a powerful technology that allows computers to learn and make decisions like humans, using complex algorithms and neural networks.

Digital marketing:

Digital marketing is where you promote your business through any sort of digital channel, like a website, an online ad, a search engine, or social media.

Digital marketing campaign:

A digital marketing campaign is a series of online promotional strategies that aim to grow your business’s online and/or offline presence. A digital marketing campaign can include both paid and unpaid strategies. Typically, unpaid marketing strategies are referred to as, “organic,” while paid strategies involve some level of spend or investment. 

DMCA:

DMCA, or the Digital Millennium Copyright Act, is a copyright law that helps remove stolen content. Content owners do not need to copyright all their content to qualify for a DMCA request.

View Marketing Analytics Glossary

E

Ecommerce Martech:

Ecommerce martech, also known as ecommerce marketing technology, includes any digital tool created to assist businesses with marketing their ecommerce websites online. These tools increase efficiency and help automate the marketing process.

Ecommerce marketing:

Ecommerce marketing is a compilation of tactics that enable you to promote your products and brand online. With this strategy, you use digital marketing channels to help get your products in front of more interested leads, which helps you earn more sales.

Email list:

An email list is a collection of email addresses that you obtain through various platforms tied to your business, like your website, blog, or social media campaigns. It’s a list of people who decide they want to hear more from you via email. Your email list becomes a medium for you to send promotional and informative emails to these interested parties.

Email marketing:

Email marketing is a strategy where you send out mass emails to promote your business and your content. You don’t just send emails to anyone — you let people sign up for your e-newsletter on your site, and then you send the emails to those people.

Email sequence:

An email sequence is a series of emails sent to a prospect or customer based on specific actions they take or timeframes — these emails are triggered automatically by email software. These sequences help companies automate their email process and make it easy to engage and nurture leads.

End-to-end marketing:

End-to-end marketing involves viewing individual marketing touchpoints as part of the whole picture of a customer’s journey. This strategy covers multiple channels and campaigns users interact with during their journey.

Enterprise Martech:

Enteprise martech, also known as marketing technology, refers to any tools and software that assist in optimizing, tracking, and managing a business’s marketing campaign.

ESP:

Email service providers manage and send marketing emails to a list of subscribers.

ETL:

Extracting, transforming, and loading (ETL) is a procedure that copies and combines data from multiple sources into a single system data warehouse.

ERP:

Enterprise resource planning (ERP), also known as ERP software, is business management software that helps organizations centralize and automate core processes such as finance, human resources, sales, inventory, logistics, and operations. ERP systems provide a shared database that improves efficiency, streamlines workflows, and supports better decision-making across departments.

Explainer video:

An explainer video is a short marketing video (usually less than a few minutes long) that simplifies the explanation of a complex process, product, service, or other elements of a business.

F

First-party data:

First-party data is data you collect directly from your audience as they interact with your website and marketing campaigns. This data comes directly from your audience — they provide it to you.

Frequency capping:

Frequency capping is an advertising feature that limits the number of times an ad is shown to a single person. This setting helps campaigns become more effective by not wasting budget on a person who isn’t likely to convert.

Funnel conversion rate:

A funnel conversion rate is the percentage of users who complete a specific action or set of actions along a marketing or sales funnel.

Full-funnel marketing:

Full-funnel marketing involves marketing to prospects based on where they are in the marketing funnel.

G

Gated content:

Gated content is online material that requires users to fill out a form to access the document. These forms typically ask for basic personal information, like name and email address. Gated content generally takes the form of white papers, guides, and product demos.

General Data Protection Regulation (GDPR):

The General Data Protection Regulation is a privacy and security law that establishes guidelines on how the collection of personal data by companies is handled.

GitHub:

GitHub is a cloud-based platform designed to help you store, create, and modify code via a tool called Git.

Google Ads:

Google Ads is an online advertising platform that enables you to promote your products or services on Google, its partner websites, and YouTube. These ads typically operate on a bidding system. You set a bid amount and Google determines your placement based on your bid and other factors, like AdRank.

Google Ads Smart Bidding:

Smart Bidding is a digital advertising tool from Google Ads that uses machine learning and campaign and user data to optimize your ad campaigns so you can meet your business goals. With Smart Bidding, you choose a bidding strategy specifically designed to achieve your business goals and get the best return on investment (ROI) for your strategy.

Google Analytics 4 (GA4):

Google Analytics 4, also called GA4 or App + Web, is the new version of the tool and is a type of Google Analytics property. Besides allowing users to unify website and app analytics for increased insights into buyer journeys, GA4 also future-proofs itself by supporting cookie-free tracking and evolving privacy standards.

Google Core Update:

A Google core update happens when Google makes significant and broad changes to its search engine algorithm and systems. These updates aim to improve the search experience for users, providing more relevant, useful, and trustworthy content. Usually, core updates happen several times a year and receive confirmation from Google.

Google Data Studio:

Google Data Studio, also called Data Studio, is a free reporting and data visualization tool. It pulls data from up to 12 different sources, including Google Analytics, and combines them into an easy-to-modify, easy-to-share, and easy-to-read report. The platform also features widgets, graphs, charts, and maps to visualize your data.

Google Display Network:

The Google Display Network is comprised of a ton of websites, Google properties like Gmail and YouTube, and apps that can show your display ads to your target audience.  Display ads are visual ads that usually contain your business’s logo, photos, some text, or even an animation. It all depends on what you create.

Google Optimize:

Google Optimize, formerly called Google Website Optimizer, is a free conversion rate optimization (CRO) tool for testing different versions of pages on your website and measuring their performance against specific metrics, like email sign-ups, bounce rate, and more.

Google Tag Manager:

Google Tag Manager is a free tag management tool that helps you create, manage, and launch HTML or JavaScript tags. These tags track analytics data on websites or mobile apps, as well as share that data with web analytics platforms like Google Analytics.

Growth hacking:

Growth hacking, a strategic approach to rapid business growth, involves utilizing innovative and unconventional techniques to achieve maximum results.

H

Header bidding (HB):

Header bidding is an alternative process to Google’s Waterfall method. Publishers use header bidding to offer ad space to multiple demand sources and ad networks via SSPs.

Heatmap:

A heatmap is a data visualization tool that uses colors to help you understand which areas of your page get the most attention. These maps help you track what people spend time looking at, clicking on, and scrolling through on your site.

Hotjar:

Hotjar is a heatmap tool that enables you to visualize where users click and how far down a page they scroll — allowing you to better understand their website experience. The tool provides data-backed insights that help you understand how users navigate your website and form a list of hypotheses.

HubSpot:

HubSpot is an all-in-one marketing and sales software designed for inbound marketing. HubSpot comprises five hubs that offer unique services: CRM, Marketing, Sales, Service, and CMS Hub.

I

iBeacons:

Included with the iOS7 update in 2013, iBeacons are the Apple trademarked name for Bluetooth-enabled devices that communicate with nearby Bluetooth-enabled smartphones by sending messages and notifications.

ICP:

An ideal customer profile (ICP) is a fictitious company that possesses all the characteristics of those who would benefit the most from the solutions your products or services offer. Also referred to as an ideal buyer profile, your ICP outlines the type of company that would gain the most value from your company and what it has to offer.

Impression share:

Impression share is the percentage of impressions you get for your ads compared to the number of impressions your ad could get.

Inbound lead generation:

Influencer marketing:

Influencer marketing essentially means asking people whose opinions are trusted and valued by other consumers to share your message. It is a popular marketing trend where your business partners with an influencer so they can promote your brand to their followers.

Internet of things (IoT):

The Internet of things or IoT is a term used to describe a system of physical devices and objects that can all be digitally connected without the aid of human contact. So-called “smart homes” are great examples of this, with everything from the fridge to the locks being run by Alexa or Google Home.

J

Journey orchestration:

Journey orchestration is a means of tailoring customer buyer journeys based on past behavior. Teams and tech come together to anticipate individual needs.

K

Key performance indicator (KPI):

Key performance indicator (KPI) is a metric that helps you see how effective your marketing is.

Keyword density:

Keyword density is the number of times you use a target keyword on a webpage in relation to the total number of words on page.

KPI Dashboard:

With a KPI dashboard, your business can centralize all of your most important KPIs so they’re all in one place and easy to access. KPI dashboards allow businesses to make smarter, data-driven business decisions and more accurate sales forecasts.

L

Landing page:

A landing page is a standalone page specifically designed to capture leads or conversions. You arrive on a landing page after clicking a link in an ad. Once there, you’re shown a call to action (CTA) that prompts you to buy or sign up for something.

Lead:

A lead is someone you have a name and contact of in your databases, but hasn’t actually decided to buy from you yet. Someone might become a lead by signing up for your email, downloading a guide, or trying out a free product demo.

Marketing-qualified lead

A marketing-qualified lead or MQL is someone who you have contact info for but they are not ready to dive into a demo or even consider purchasing your product or service.

Sales-qualified lead

A SQL is a sales-qualified lead, this is a higher qualified lead who is primed to purchase and is ready for a demo or phone call or to talk business.

Lead attribution:

Lead attribution is a specific type of marketing attribution that enables you to identify which marketing channels and strategies get the credit for generating a lead.

Lead generation campaigns:

In short, lead generation campaigns are marketing efforts that aim to turn people into leads — that is, people who are interested in your products or services.

Lead tracking:

Lead tracking is the process of monitoring and analyzing the journey of potential customers, from their initial interaction with a website or advertisement to their conversion into actual leads, in order to optimize marketing strategies and increase sales.

Lifecycle marketing:

Lifecycle marketing is the process of guiding prospects through the customer journey and tailoring your marketing based on where they’re at in the cycle.

Live shopping:

This process involves streaming videos of your products and selling them in real-time to people who watch your videos. It’s an interactive medium that lets people see what you’re selling and buy it as you present the product.

Long-form content:

Long-form content is a comprehensive and informative piece of writing that goes into depth on a specific topic, providing valuable insights and engaging readers.

M

Marketing analytics:

Marketing analytics is the practice of gathering, managing, and analyzing data from your marketing campaigns. It involves processes and technologies that allow your business to see how your campaigns are performing and determine how you can reoptimize them in the future.

Marketing automation:

Marketing automation uses software to run your marketing efforts by automating certain marketing tasks efficiently.

Marketing funnel:

Basically, it’s a visualization of the way people become customers. Picture a funnel, wide at the top and narrow at the bottom. At the top of the funnel, you have a lot of prospects who are just getting to know you. Eventually, some of those prospects move to the bottom of the funnel and become customers.

Marketing mix:

A marketing mix is a combination of strategies and tactics that businesses use to promote their products or services, including product, price, place, and promotion.

Marketing operations:

Marketing operations is the strategic management of all marketing activities, including planning, executing, and measuring, to achieve business goals.

Marketing performance management (MPM):

MPM encompasses the technical aspects of monitoring your marketing performance. While you might notice an uptick in sales or conversions on your own, MPM software gives you tools for more in-depth tracking. Outside of purchases, MPM tools can also help you track external channels like social media, phone calls, emails, and even mobile apps.

Marketing plan:

A marketing plan is a roadmap you can use to organize, implement, and monitor your marketing strategies over a certain period. It comprises marketing strategies that work together to meet your business goals.

Marketing qualified lead:

A marketing qualified lead (MQL) is a lead that has shown interest in your product or services by engaging with your marketing efforts.

Marketing strategy:

Marketing technology:

Marketing technology, or martech, is pretty much just what it sounds like. It’s technology that helps you streamline and enhance your marketing. That could include things like email automation software, personalization software, or tools that store and organize customer information, like a CRM.

Martech:

Martech is software that powers and improves marketing processes. It is also referred to as marketing technology.

Martech stack:

A martech stack is a group of marketing tools which, when brought together, cover all the major areas of marketing to help improve your campaigns. A good marketing technology stack will include tools that manage everything from paid ads to analytics. In short, a martech stack helps you automate multiple aspects of your marketing without paying for overlapping tools.

Media planning:

Media planning is the process of figuring out the what, where, when, who, and how of your marketing. It involves answering questions like:

• What are you marketing?
• Which channels will you use to market it?
• When will you market it (time period and frequency)?
• Who are you targeting?
• How will you market your business, products, or services?

This process is critical for any marketing campaign, especially given the many online options available.

Micro-moment marketing:

According to Google, micro-moment marketing revolves around intent-rich moments. In these moments, users turn to a device, like a tablet or a smartphone, to act on a specific need. A need can include going somewhere, plus knowing, doing, or buying something.

Microsoft Dynamics 365:

Microsoft Dynamics 365 is a suite of apps that can improve company-wide efficiency and customers’ experience with a business. It includes a cloud-based customer relationship management (CRM) software and an enterprise resource planning (ERP) platform that you can integrate into different departments’ functions

Middle of funnel (MOFU):

A middle-of-funnel user (often abbreviated to MOF and MOFU)  is someone in the middle of your marketing funnel. They’ve gotten to know your business a little bit, and they’re kind of starting to think about buying, but they’re still not ready to become a customer yet. This is a great trust building phase where you can establish thought leadership with these users and expand your relationship with them so that when they are ready to buy they will choose you.

Mobile marketing:

Mobile marketing is a strategy that uses mobile devices, such as smartphones and tablets, to promote products and services to potential customers.

Multi-channel marketing:

Multi-channel marketing is when businesses promote themselves using multiple strategies to get the best possible results. These strategies can be both online and offline to reach customers no matter where they are – it’s a business owner’s way of finding as many customers as possible at any time.

N

Net promoter score (NPS):

Net promoter score (NPS) is a metric that indicates the quality of the average customer’s experience with your business. This metric is tracked by asking a large sample of customers to rate their experience with your company on a scale from 0 to 10.

Nofollow links:

Nofollow links are links to your website with the rel= “nofollow” tag.The nofollow tag tells search engines to ignore that link and not count it towards your site’s backlink profile. Since search engines don’t count these links, they don’t count towards improving your ranking in search results.

O

Objectives and key results (OKRs):

Objectives and key results (OKRs) are specific goals you set for your marketing campaigns, along with the metrics you plan on using to measure them.

Omnichannel marketing:

Omnichannel marketing is a strategy that connects all of your marketing channels into one cohesive, efficient system. With an omnichannel marketing strategy, you can reach your customers at each sales funnel stage to drive more conversions and sales for your company.

Omnichannel platform:

An omnichannel platform is a tool that helps you unify your marketing channels to simplify the omnichannel marketing approach. Some platforms feature automation, making the process even easier.

Online paid advertising:

In contrast to earned and owned advertising, online paid advertising (also called paid advertising) requires the real-time purchase of ad spots to attract Internet traffic. The featured ads show up on designated websites, and marketers or companies bid against their competition for keywords that pertain to their services or products.

Out of the box (OOTB):

Out of the box is a term used to describe the situation when a product works immediately upon removal from a box and doesn’t need a manual setup.

P

Page speed:

Page speed measures how fast content loads on a single page. In some cases, developers will refer to page speed as page load time, which is how long it takes a page to display all its content, or time to first byte, which is how long it takes a web browser, like Google Chrome, to receive the first byte of information from your web server.

Pay-per-click advertising (PPC):

PPC is where you run paid ads online and pay for each click on these ads (hence the name pay-per-click). Sometimes those ads are on third-party websites, and sometimes they’re at the top of Google search results.

People-based marketing:

Also known as person-based marketing, people-based marketing means targeting audiences with relevant messaging wherever they are by collecting customer data from online and offline sources.

Performance branding:

Performance branding is a cross-departmental strategy that blends driving conversions with building brand awareness. Performance branding targets multiple stages of the funnel to achieve macro- and micro-conversions.

Performance creative:

Performance creative is an approach to creative marketing tasks that involves using data to track performance and shape the development or distribution of creative marketing assets. These creative tasks include things like designing visuals for ads, planning videos, and writing copy for blog posts.

Performance marketing:

Performance marketing is a type of digital marketing based on results driven, like clicks or sales. Performance marketing service providers receive payment after meeting specific performance metrics.

Persona segmentation:

Persona segmentation is identifying and categorizing similar personas together. You can use varying segmentation methods according to your business and your objectives.

Personal branding:

Personal branding is the image and perception you create of yourself. In some cases, the persona is grander or simpler than others.

Predictive analytics:

Predictive analytics uses statistics, data, machine learning, and algorithm techniques to make predictions of outcomes or performance based on historical data.

Predictive marketing:

Predictive marketing is the idea of taking existing and relevant data and using it to make smarter marketing decisions. Predictive marketing allows you to make decisions that are more likely to succeed, and less likely to fail. Imagine being able to know if your marketing campaign has a higher chance of success, based on existing data.

Prescriptive analytics:

Prescriptive analytics is the practice of analyzing data to provide recommendations for what your company can do next to improve your marketing results. In other words, it enables you to analyze the results of your marketing strategies and identify your next steps to optimize your campaigns to drive more revenue for your company.

Product life cycle:

The product life cycle is the journey a product or brand goes through from its creation to its extinction. It begins the moment a product launches, and ends when that product is finally taken off the shelves for good.

Programmatic advertising:

Programmatic advertising is a form of advertising where you use automated tools to help you buy or sell advertising space.

Project manager:

A project manager plans, organizes, and executes projects for a team. A person in this role will lead these projects while considering aspects like budget constraints, schedules, and resources. When someone is in a project manager role, they will balance multiple responsibilities through the duration of projects and serve as the go-to person for anyone involved in the project.

Q

QBR:

QBR stands for quarterly business review. A QBR is a type of meeting you have with a client, or with leadership at your company, once every quarter. In that meeting, you discuss your progress on past and current projects, as well as your goals for the upcoming quarter.

Qualitative research:

Qualitative research is a method used to collect non-numerical and non-statistical data to gain in-depth insights into people’s opinions and attitudes. It aims to describe a topic rather than measure it, seeking to understand the “why” behind concepts and behaviors.

Quantitative research:

Quantitative research is focused on collecting numerical data to measure variables, get a general overview of trends, and predict outcomes. It’s a structured, statistical, and systematically analyzed approach that yields objective and conclusive results. Common methodologies include surveys, questionnaires, polls, and website analytics tools.

Quality score:

Quality Score from Google Ads is a measurement of your pay-per-click (PPC) ads’ quality and relevancy. Google generates your Quality Score, which ranges from 1-10, by evaluating your ads’ landing page experience, keywords, and CTR.

R

Real-time Bidding:

Real-time bidding (RTB) is an automated digital auction process that allows advertisers to bid on ad space from publishers on a cost-per-thousand-impressions, or CPM, basis.

Relationship marketing:

Promoting your brand through the creation and maintenance of relationships with your customers.

Remarketing:

Request for information (RFI):

Request for information or an RFI is a standard business practice of collecting written information about the capabilities of various suppliers that help support buying decisions.

Request for proposal (RFP):

Request for proposal or an RFP is a formal document request for a quote or proposal from a vendor or supplier.

Return on ad spend (ROAS):

Return on ad spend is how much money you earn for your investment in paid advertising.

Return on investment (ROI):

ROI is a metric for evaluating how much value you get for what you spend on your marketing. Marketing costs money, and ROI helps you see if you’re earning back the money you spent with a decent-sized profit.

Revenue intelligence:

Revenue intelligence is the process of gathering and analyzing data about your sales and product usage to drive more revenue.

Revenue operations (RevOps):

Revenue operations is a business strategy that involves increasing coordination between revenue-driving teams to help businesses earn more.

S

Sales accepted lead (SAL):

Sales accepted leads, or SALs, are prospects who have been accepted by the sales team and moved through the sales pipeline.

Sales Automation:

Sales automation is the process of streamlining manual, time-consuming tasks in the sales process.

Search Engine Marketing (SEM):

SEM, or search engine marketing, is a strategy that involves running paid and targeted ads that appear on search engines. These ads appear at the top of search results above the organic listings.

Search Engine Optimization (SEO):

SEO is a strategy where you try to get your website ranking in Google search results. The goal is for people to find your site when they search for stuff related to your industry. Then they visit your website to learn more, and they end up getting interested in what you sell.

Sears Marketplace:

Sears Marketplace is an online platform where sellers can list and sell their products, providing customers with a wide range of options to choose from.

ServiceTitan:

ServiceTitan is a field service management (FSM) software application designed for service contractors. That means it helps contractors manage business data, complete tasks, and do many other things involved in running a business. Basically, it’s a one-stop shop for all your business management needs.

Sessions:

Sessions in Google Analytics are a group of interactions a user has with your website within a given timeframe. A session is like a container for a series of user interactions such as pageviews, events, and transactions.

SEO Platform:

An SEO platform is an all-encompassing marketing solution that helps you manage your SEO. These platforms offer multiple functions, from management to implementing SEO strategies to monitoring your search engine performance, so you can get the most from your strategy.

SMB Martech:

SMB marketing technology refers to software programs and tools used to improve marketing tasks. These tools help you implement, create, manage, and optimize digital marketing campaigns.

SMS compliance:

SMS compliance is the process of adhering to laws regulating SMS marketing texts. Spam texts are both highly annoying and privacy-violating, so there are laws regulating how businesses are allowed to engage with users through SMS.

SMS marketing:

SMS marketing is a form of digital marketing that involves sending promotions to current and potential customers through text messages. It’s also sometimes referred to as text marketing.

Sponsored content:

Sponsored content is anything that appears in an online publication that is paid for by another company to promote a product or service. Sponsored content usually blends in with the publication’s typical message.

SSL certificate:

An SSL certificate, also known as a Secure Sockets Layer (SSL) certificate, contains small data files that encrypt any data passed between a web server and a browser. This encryption ensures everything passed between the server and browser remains private and protected against hackers.

SSO:

SSO stands for single sign-on. An SSO program is software that enables you to sign in to all your accounts via a single service. Rather than signing in individually to each of your accounts, you can simply sign in to the SSO to gain access to all those accounts.

Social media marketing:

Social media marketing is where you promote your business and engage with your audience on social media. You can create an account for your business and post content there. You can also run social media ads to get in front of your target audience, even if they don’t follow you.

Sponsored Display audiences:

Sponsored Display audiences on Amazon is a targeting option for Sponsored Display ads on Amazon. Advertisers can use Sponsored Display audiences to build effective remarketing campaigns.

Subliminal advertising:

Subliminal advertising refers to subtle messages included in advertising campaigns designed to provoke a subconscious reaction in viewers.

T

Target audience:

A target audience is the intended recipient of an organization’s message, product, or services. Typically, target audiences get defined by behavioral or demographic data.

Technical marketing:

Technical marketing includes any kind of marketing materials that focus on detailed, technical elements of a product or service. Whereas regular marketing might focus on more introductory concepts that the average person could understand, technical marketing dives right into the nitty-gritty of the thing, using lots of industry jargon and complex language.

Top-level domains:

Top-level domains are the second part of any domain name — the part that comes after the dot. They usually consist of two or three letters, though some have more.

Top of funnel (TOFU):

A top-of-funnel user, or TOF or TOFU, is a cold audience that doesn’t know you yet and the goal of the campaign is to introduce these people to your brand, product or service. They’re most likely not ready to buy yet.

Total addressable market (TAM):

Your total addressable market (TAM) is the maximum amount of revenue your company can make by selling in a particular market.

Twilio Segment:

Twilio Segment is a customer data platform, which means it helps you gather and organize data about your customers (mostly first-party data, which means it comes from your company’s own interactions with those customers). Twilio Segment can also help you draw insights from that data.

U

UX Strategy:

UX strategy is a long-term, scalable plan that aims to bring together the objectives and needs of your business with those of your audience in order to create a seamless user experience at each customer touchpoint. In other words, UX strategy is about the planning behind UX design.

W

Webcasting:

Webcasting is the process of video broadcasting live over the Internet. A webcast is a highly efficient way to distribute information to large groups of leads or customers.

Website management:

Website management is a collection of processes that create professional, secure, and functional websites. The term covers various tasks, including maintenance, updates, and long-term development goals.

Website metrics:

Website metrics is a general term that refers to methods of measuring a website’s performance. Examples of website metrics include traffic, bounce rate, top-viewed pages, and conversion rate.

Web design and development:

Web design and development is building and maintaining your website. Web design focuses more on the way your site looks and feels. Development is more focused on how your website functions, although it can overlap with design in several areas.

Learn more about martech with these glossaries

Check out these glossaries to build your martech dictionary:

• Marketing Terms
• PPC Terms
• SEO Glossary
• Marketing Buzzwords
• Digital Marketing Terms

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