Martech Glossary
Plain-English definitions of marketing technology terms. No jargon explaining jargon.
25 TERMS · LINKED TO 73 TOOLS
A
ABM
Account-based marketing flips the traditional funnel. Instead of generating a large volume of leads and filtering down, …
AI content
AI content generation uses large language models to produce marketing copy: blog posts, ad headlines, product descriptio…
Attribution models
An attribution model is the rule that decides which marketing touchpoint gets credit for a conversion. First-touch credi…
C
Chatbot
A chatbot is software that conducts text or voice conversations with users, typically on a website, messaging app, or so…
CRO
Conversion rate optimization is the practice of increasing the percentage of visitors who take a desired action — buying…
CDP
A customer data platform collects and unifies customer data from every touchpoint — website visits, email opens, purchas…
Customer journey
A customer journey map is a visual representation of every step a customer takes from first awareness to purchase and be…
CRM
A CRM is the system of record for every interaction your company has with a prospect or customer. It stores contact deta…
D
DMP
A data management platform collects and organizes audience data — mostly anonymous, cookie-based identifiers — for use i…
DSP
A demand-side platform is the buying interface for programmatic advertising. Advertisers use a DSP to bid on ad impressi…
DCO
Dynamic creative optimization assembles ad creatives in real time from modular components — headlines, images, calls to …
E
Deliverability
Deliverability is the measure of whether your emails actually reach the inbox instead of the spam folder. It depends on …
Email sequence
An email sequence is a series of automated emails sent on a schedule or triggered by behavior. A welcome sequence introd…
F
L
M
Attribution
Attribution is the process of assigning credit for a conversion to the marketing touches that led to it. A customer sees…
Marketing automation
Marketing automation is software that runs repetitive marketing tasks without manual intervention: sending a welcome ema…
Marketing ops
Marketing operations is the function that manages the technology, processes, and data behind marketing execution. Market…
MQL / SQL
An MQL is a lead that marketing deems ready for sales based on engagement signals: they downloaded three whitepapers, at…
P
S
SEO
SEO is the practice of improving a website's visibility in organic (non-paid) search results. It covers technical factor…
Social listening
Social listening is the practice of monitoring social media channels, forums, review sites, and news outlets for mention…