Your Comprehensive A to Z Martech Glossary

Marketing technology, or martech, is a collection of technologies and processes that manage digital marketing efforts to achieve business objectives. These technologies aim to support solutions that drive innovation and optimize those marketing efforts across multiple channels.

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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 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:


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

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.

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.

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.



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 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.



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.

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.


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.



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 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.

Digital Asset Management (DAM):

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

View Marketing Analytics Glossary



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.

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.


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


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



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.



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.



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.



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.




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.



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.



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.



Marketing automation:

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



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.


Predictive analytics:

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



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.



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:

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