Marketing Automation Vocabulary: Important Terms to Know

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Marketing Automation - KVR Webtech

Have you ever heard of these terms before?

DKIM……Progressive Profiling…..Render Testing…

Okay. Let me give you a hint. If you use a marketing automation tool, you must have used them at some point.

Have you guessed it what they are yet?

Well, these are some vocabulary or jargon associated with marketing automation software. Pat yourself on the back if you guessed them. But don’t be harsh on yourself if you didn’t guess them despite your sound experience in marketing automation. Frankly speaking, this can happen even if you are a pro in marketing automation tools.

Do you need to get familiar with such jargon? If you think that learning marketing glossary is a luxury or the least important thing, you need to think again.

If another marketing pro asks you to “make content mapped to your buyer’s persona to get leads and turn them with drip campaigns and CTAs to convert,’ you will be like, “What does that mean?”

Therefore, being familiar with jargon help you communicate efficiently on a particular topic as well as understand marketing automation better.

Wouldn’t it be great if there was a list of some common marketing automation terms, all kept in one place for your convenience?

You don’t need to go anywhere. Here is a rundown of some common marketing automation phrases and terms.

Agency-Focused Features:

Marketing vendors are liable for managing and incorporating their client’s marketing campaigns. Since they play such an important role, a powerful tool is often required to support them. Agency-focused features are specific to a marketing agency. These specific features help the agency to stay competitive and prove value to their customers.

BANT:

BANT is an acronym that stands for Budget, Authority, Need, and Timeline. It is a framework that can be utilized to figure out how valuable a lead is to work with your business and determine the most important leads.

Buyer Persona:

A buyer persona contains a description of someone from your target audience. This might not be a real customer, but an assumed one who carries the traits of your best prospective customers.

Calls to Action or CTA:

A Call to Action or CTA is a button being placed over a webpage and prompts the users to take an action. The common examples of CTA are “Buy Now”, “Sign Up” and “Download Now”.

Conversion Rate:

A conversion rate is referred to as the percentage of visitors who get converted. Simply put, they come to your website through an ad and buy your products.

Conversion Optimization:

Conversion Optimization involves the testing and changing landing pages, CTAs, language, images, and buttons to improve the conversion rate. This is because a smaller change like changing the color of the button can boost a conversion rate.

CTR or Click-through Rate:

Click-through rate is defined as the ratio of users who click on a particular link to the number of users who do nothing but view a page. It is used to determine the success of an online advertising campaign for a website. For example, if you have 8 clicks and 100 impressions, then your CTR would be 8%.

Custom Domain:

A custom domain is a specific branded name being used for the identity of a website. For example, ABC Company’s custom domain can be abccompany.com. Also known as vanity URLs, they occur in the address bar at the top of every browser.

DKIM:

DKIM is an acronym standing for “Domain Keys Identified Mail”. It is an encryption authentication tool used by most ISPs to detect forged emails. DKIM figures out if the email sourced from an authorized system. This way, it prevents the stealing of identities of legitimate entities by allowing the recipient to check that if an email is coming from an authorized domain.

Drip Campaign:

A drip campaign is a tool being used in direct marketing to approach customers through lead nurture programs. It is the practice of delivering marketing data to potential customers to make them aware of your brand or get leads through the marketing funnel.

Days to Close:

Days to Close term is referred to the time it takes your contact to convert from a lead to a subscriber. Once you get a database of contacts who have converted, you need to calculate how many days are required them to become your customer.

Email Marketing:

As the name suggests, this form of marketing is done by using emails to promote services or products. It helps you make your existing and potential customers aware of your offers.

Form:

A form is used to get information from leads. It can be found at the marketing automation platform or being provided by any third party. Forms are useful to collect and important data to the marketing automation tool.

Lead Nurturing:

Lead nurturing is used to build relationships with prospective customers throughout every stage of the sales funnel. For example, the planning of your services according to the needs of that customer means you’re nurturing your leads.

Lead Scoring:

Lead scoring helps you prioritize potential customers by their perceived value, detecting the ideal customer to follow up.

Landing Page Funnel:

Also known as a conversion funnel, a landing page funnels acts pathways being made of different webpages, created by marketers and tracked by analysts. These funnels are customized for conversion, and contacts are made to process the steps in a particular order.

Progressive Profiling:

This process lets you show new form fields to the users based on the data points that have already been stored. This eliminates the need to fill out the information all at once, so you can get their information over time and create a profile on them. Not having to enforce prospects with lengthy forms to get all of their data at once leads to improved conversion rates. Simply put, it is all about requesting a few pieces of information at a time, rather than asking for excessive data at once.

Render Testing:

Render testing works as a “cross-platform quality assurance” for an email marketing campaign. It supports email-testing and email campaigns to find out upcoming issues that might occur on the various email platforms.

Soft Bounce vs. Hard Bounce:

A soft bounce is referred to as an email that is identified by the mail server of the recipient but is sent back to the sender because there is no space in the recipient’s mailbox or the unavailability of a mail server. A Hard Bound, on the other hand, happens when an email permanently bounced back to the sender due to the invalid email address. Sometimes, it also happens when the domain name does not exist or the recipient is not known.

 Trigger-Based Marketing:

Trigger-based marketing, also known as event-based marketing, helps identify key actions occurring during the lifecycle of the client or business. It can be effective if done at the right time. For example, you can give your customers a huge discount or offer on the week leading up to their marriage anniversary.

So these are some common marketing automation terms you should understand. Besides facilitating your communication, these jargons are used to explore the field of marketing automation to depth.

What do you think? Let us know by commenting below.

Author’s Bio:

Varun Sharma is a Digital marketing expert and director of KVR Webtech Pvt. Ltd. – one of the leading digital marketing companies in India. With more than 9 years of experience in digital marketing, provided brand development suggestions and consultancy to the different set of industries that include Medical, E- commerce, IT, Real Estate, Education, Hospitality, Finance, Banking, Travel etc.