Marketing Automation Glossary

As mentioned on, Marketing automation is the software and technology designed for companies and organizations to effectively market on multiple channels and automate certain tasks.

Marketing Automation terms can be confusing as many different terms are used interchangeably.  Below is a list of the most common marketing automation definitions:


Inbound Marketing – Marketing that brings prospects to you through various methods including SEO (search engine optimization), SEM (search engine marketing), social media, social media ads, content marketing and other methods.

Automation Rules – Automation rules allows you to perform certain marketing tasks or actions within your automation system.

Trigger Emails – Trigger emails are emails that are automated to send based on a prospects behaviors.  Triggered emails are helpful because they are timely and relevant.

Lead Score – Scoring a lead assigned a value to the lead to gauge the interest of the prospect.

Marketing Calendar – Calendar that helps you plan out your marketing approach.  In Marketing Automation, it will include your emails, triggers, flow, and more.

Landing Pages – Specific web pages that are typically reached through an online ad or promotion.  This landing page has a specific purpose and usually has gated content such as a white paper, blog, or podcast.

Gated Content – Gated content is content that requires a prospect to exchange information in order to get access.

Lead Nurturing – Lead nurturing uses a drip campaign to stay in touch with prospects to build the ‘know, like, and trust’ factors.

Drip Campaign – Drip campaigns are a series of ‘touches’ (often email) that are based on time or behaviors.  Drip campaigns bring prospects through the marketing funnel.

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