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.

For more information about martech and digital marketing as a whole, subscribe to Revenue Weekly, our email newsletter!

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:

0-9

4 Ps of Marketing:

The marketing four Ps are product, price, place, and promotion. They are the key factors involved in marketing a product or service. In other words, the four Ps of marketing are the foundations of your marketing strategy.

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.

ACV:

ACV is a metric that businesses use to calculate the total yearly income a customer’s contract generates. It’s frequently adopted in SaaS and telecoms, where clients sign contracts for specific periods.

Amazon Affiliate program:

The Amazon Affiliate Program — also called Amazon Associates — is essentially a system where Amazon pays businesses to market its products. In short, you’ll link to select Amazon product pages from your website, and Amazon pays you a commission in return.

Amazon advertising:

Amazon advertising is an ecommerce advertising solution that allows businesses to promote products directly on Amazon. Advertisers can increase product visibility by showing ads in Amazon search results and throughout the platform, helping drive traffic and sales.

Amazon attribution:

Amazon Attribution is an analytics platform that lets businesses see how their non-Amazon marketing campaigns perform and impact their Amazon store. This platform enables you to track strategies like search engine optimization (SEO), pay-per-click (PPC) advertising, and social media advertising to see how they impact your sales on Amazon.

Amazon brand analytics:

Amazon Brand Analytics is an exclusive tool for Amazon Brand Registry members, also called Brand Owners. With Brand Analytics, businesses can access insightful reports and actionable data to inform their decisions when it comes to marketing, advertising, and selling on Amazon.

Amazon BSR:

Amazon Best Sellers Rank measures the sales frequency (or popularity) of a product on a scale of one to one million or more. A comparative metric, your BSR depends on the sales frequency of other products in your product’s category and sub-categories.

Amazon buy box:

The Amazon Buy Box refers to a white box that appears on the right side of a product detail page. Shoppers use the Buy Box to add products to their cart or to use one-click ordering. The seller that wins the Buy Box is the default choice when a user clicks, “Add to Cart,” or, “Buy Now.”

Amazon conversion rate:

Amazon conversion rate optimization uses split testing (also called A/B testing) to compare two versions of a product listing. This comparison, or test, aims to determine which one performs best, based on a predetermined metric, like orders.

Amazon custom:

Amazon Custom is a storefront on Amazon that offers customizable products from Professional Sellers. Shoppers can customize products on Amazon Custom with text, images, logos, or any other options provided by the seller.

Amazon listing hijacking:

Amazon listing hijacking is when another seller offers a counterfeit version of your product on your listing, which can decrease your sales and number of positive reviews. These knock-off products occupy your product listing’s Buy Box or appear in the “Other Sellers on Amazon” section of your listing.

Amazon negative keywords:

A negative keyword on Amazon prevents your ads from appearing in searches that include that specific term. It helps you exclude irrelevant search queries from triggering your ads.

Amazon posts:

Amazon Posts are cards or posts that promote your brand and products for free through lifestyle images, descriptive captions, and a link to the relevant product’s page. Posts appear across the Amazon app, including your brand’s feed, related product and category feeds, and your product’s listing.

Amazon product targeting:

Product targeting on Amazon is a targeting option available to Sponsored Display and Sponsored Products ads. With product targeting, you set your ads to appear when someone views product categories or specific listings similar to your promoted product.

Amazon vendor central:

Amazon Vendor Central is an invite-only program and platform for manufacturers and distributors operating on Amazon. Members of Amazon Vendor Central sell and supply their products to Amazon, which Amazon then resells under its name.

ARR:

ARR is a business measure that calculates the predictable, recurring revenue that a company expects to generate over a year. This metric considers all types of regular income, such as subscriptions, maintenance fees, and other ongoing payments.

Assisted conversions:

Assisted conversions refer to marketing channels that help push users toward converting but aren’t the channels that give them the final push that makes them convert.

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.

Audience targeting:

Audience targeting, also known as crowd targeting, is the process of placing users into audiences based on demographic or behavioral data, and then targeting those audiences via ad campaigns, emails, and more.

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.

Average order value:

Average order value is the average amount customers spend when placing an order with your business. When you know the average value, you can better understand how customers shop on your site and which products need more promotion to boost sales for your business.

B

B2B Content Marketing:

B2B content marketing involves using content to reach your target audience, strengthen brand association, and drive leads and sales for your business. This content focuses on delivering information to companies and professionals from those companies, rather than consumers themselves.

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.

Behavioral segmentation:

Behavioral segmentation is the process of segregating your customers or prospects based on their behavior patterns when interacting with your business, app, or website.

Behavioral targeting:

Behavioral targeting is a type of advertising that gathers data about a person’s online browsing history from many sources to advertise stronger ads to them. It’s especially popular with big-box realtors when trying to lure consumers away from competitors.

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.

Black hat SEO:

Black hat SEO refers to unethical tactics used to manipulate search engine rankings, such as keyword stuffing, hidden text, and link schemes.

Brand architecture:

Brand architecture is the organizational structure of your company’s branding. It involves organizing assets like your products, services, and sub-brands. This structure shows consumers how sub-brands are part of a bigger organization and how these sub-brands relate to each other.

Brand experience:

Brand experience is the impression you create for your company’s image. Your brand experience can impact thoughts, feelings, and perceptions of your company. This experience often creates a lasting feeling with your audience and affects their view of your brand.

Brand guidelines:

Brand guidelines — also known as a brand style guide — are standards that companies use to remain consistent across channels. These guidelines ensure that no matter where you see a brand, you can recognize it and trust that it came from the company.

Brand loyalty:

Brand loyalty is the dedication customers feel towards specific brands. This dedication drives those customers to repeatedly purchase from a specific brand, regardless of competing companies’ actions or offerings.

Brand management:

Brand management in marketing is a set of techniques that develops and maintains a company’s identity and reputation. It aims to elevate the perceived value of a company and its products or services.

Brand marketing:

Brand marketing is the process of promoting your products and services in a way that highlights your company’s unique style. In other words, instead of promoting individual products and services, brand marketing promotes your entire company image.

Brand storytelling:

Brand storytelling is the practice of using story to create a connection between your brand and its target audience. Brand storytelling examples include Dove’s Real Beauty campaign and Nike’s Just Do It campaign.

BrickSeek:

BrickSeek is a new tool for consumers to use to find the best prices on products. This application takes all the guesswork and effort out of price-checking.

Bricks-and-clicks business model:

A bricks and clicks, also sometimes called a click and mortar, business model describes a company with both a physical store location and an online website where consumers can purchase their products. These websites are also sometimes referred to as ecommerce websites.

Broad match modifier:

Broad match is a keyword match type that allows your ads to show in searches that include synonyms, related searches, or searches that share a similar meaning with your target keyword.

Bot marketing:

Bot marketing is the process of integrating bots into your digital marketing efforts, particularly on your website. Those bots can carry out a few different kinds of tasks related to your marketing campaigns.

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.

Buying Signal:

A buying signal is a prospect’s action or behavior that indicates interest in a business’s product or service. Buying signals give marketing and sales teams an idea of a prospect’s level of interest in the business.

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.

Channel sales:

Channel sales, also known as indirect sales, is a sales strategy where the parent company sells its products through another business. This business is often referred to as a partner, distributor, or affiliate.

Chatbot:

Chatbots are automated pieces of technology that enable you to program responses to people’s queries. This technology often involves using artificial intelligence to craft responses to people’s questions. Chatbots can be used with your site’s chat function, but they’re mainly used with Facebook Messenger.

CMO dashboard:

A CMO dashboard is a comprehensive overview of your marketing performance based on key performance indicators (KPIs). It’s a centralized area that gives you a broad snapshot of how your marketing campaigns drive results for your company.

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.

Conversion rate:

Conversion rate is the percentage of visitors that complete your desired action compared to the total number of people that could have converted. The formula for finding the conversion rate is:
(Number of visitors that converted / Number of people who visit the page) x 100

Content syndication:

Content syndication is the practice of publishing your content on third-party websites to increase its reach. Companies use content syndication to help a wider audience discover their content, especially if it doesn’t initially reach a broad audience.

Contextual targeting:

Contextual targeting, also known as contextual advertising, describes a targeted and automated form of digital advertising. Advanced ad platforms, like Google Ads, select and serve contextual ads based on the user’s identity and the surrounding content on the page.

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.

Conversational marketing:

Conversational marketing is the practice of interacting with prospective and existing clients through live chat, social networks, instant messengers, and chatbots. It’s an excellent approach to building trust and streamlining the purchasing process.

CRM retargeting:

CRM retargeting is the process of using first-party data from your CRM platform to re-engage prospects and keep them interacting with your business. CRM pipeline retargeting enables you to use the data you collect to deliver personalized marketing materials that will get people to learn more about your products or services.

Customer acquisition cost (CAC):

Customer acquisition cost (CAC) is your total expenses incurred to acquire a paying customer at a given time. CAC covers your marketing fees, sales costs, and your staff’s wages and taxes.

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 journey map:

A customer journey map is a visual representation of the stages customers go through when interacting with your business — from identifying their needs to finding your company, purchasing from you, and requesting after-sales support.

Customer satisfaction:

Customer satisfaction is a key performance indicator (KPI) of how well your business fulfills or exceeds its consumers’ expectations. It’s the outcome of how a client perceives the received value for the money they spend.

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 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 segmentation:

Data segmentation is the process of sorting your company data — particularly your marketing, sales, and customer data — into different groups. These groups are based on shared characteristics — for example, if you’re sorting customer data, you might divide it up based on location. You then perform analytics and reoptimization separately for each group.

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 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.

Digital Asset Management (DAM):

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

Deep learning:

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

Demand generation:

Demand generation is a type of marketing that focuses on tactics like brand awareness and general product interest. Basically, it’s about getting people interested in what you sell.

Demand-side platforms:

Demand-side platforms, or DSPs, are programmatic tools or software that advertisers and ad agencies use to purchase ad space. With DSPs, you can buy a variety of advertisements, including search, social, and video ads, to promote your products and services.

Digital marketing audit:

An Internet marketing audit is an in-depth review of your online marketing campaigns. A good audit looks at how your campaigns are set up and what results they’re currently driving. The end goal is to discover any weak spots and figure out how to improve them.

Direct response marketing:

Direct response marketing is the process of creating ads that evoke an immediate response from your audience. This strategy encourages your audience to take action on your ad through enticing offers.

Dynamic keyword insertion (DKI):

Dynamic keyword insertion (DKI) is an advanced feature available through Google Ads that enables you to update your ad text to match the search terms that customers input. It allows you to increase the relevancy of your ad copy, so searchers are more likely to click on your ads.

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.

Email blast (eblast):

An email blast is an email marketing strategy that involves sending a single email to many recipients. You can send an email blast to your entire subscriber list or a segment of your subscriber list.

Enhanced cost per click:

Enhanced cost per click is a Google Ads bid strategy that optimizes your manual bids to maximize conversions. It’s a form of Smart Bidding, which is where Google makes automatic adjustments to your bids rather than you having to do it all manually.

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.

F

Facebook Pixel helper:

Facebook Pixel Helper is a Google Chrome browser extension that serves as a troubleshooting tool for the pixel. This tool will help you check to make sure your Facebook Pixel is embedded into your website correctly. The Facebook Pixel Helper enables you to ensure that your Facebook ad tracking pixels are active and working correctly. It also provides you with information about errors — allowing you to edit your pixel and ensure that it’s working correctly. It’s a free and valuable tool for anyone who utilizes the Facebook tracking pixel for their advertising campaign. This tool is great for helping you monitor your Facebook Pixel and ensuring it’s actively tracking information from your audience, so you can deliver a better ad experience.

Flywheel marketing:

Flywheel marketing is an inbound marketing strategy that places customers at the center of your marketing efforts. Your customers then become the momentum or mechanical energy that drives your business forward.

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.

G

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.

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.

HTTPS:

HTTPS is a secure protocol that encrypts data transmitted between a user’s browser and a website, ensuring a safer online experience.

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.

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

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

Lead generation:

Lead generation is the process of attracting a customer’s interest in your business and eventually nurturing them into a sale. Many times companies will encourage them to share data so sales teams follow up with them.

M

Marketing automation:

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

O

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

Predictive analytics:

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

R

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.

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.

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.

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

Drive more revenue with martech from WebFX

If any of the above marketing technology terms or accompanying definitions confuse you, we can help.

WebFX is an online marketing leader who has a long and consistent track record of client success. We specialize in everything from website redesigns to digital advertising and SEO, and we can help you!

Wondering what WebFX can do for your business? Contact us to get started with a free quote and find out how we can help you reach your online goals.