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D098 Unit 7 Module13
Marketing Automation
Term | Definition |
---|---|
Marketing Automation | Combines software and strategy to help marketers efficiently and appropriately use various channels to provide leads and customers the right information at the right point in their buying journey |
Lead | An individual or a business with an interest in what a company is selling. |
Dynamic Segmentation | Engaging with a group or groups of customers based on given data points. |
Implicit Information | Information about a lead captured using web analytics tools about online behavior, such as browser, device type, page visits, signups, and links clicked |
Explicit Information | Information actively provided by a lead entering name and contact details, email addresses, user preferences, and responses to calls to action |
Lead Qualifying | Action of determining if a lead is more likely to become a customer compared to other leads |
Lead Scoring | A numerical calculation used to rank the prospects of a perceived value to the organization |
Lead Nurturing | An ongoing process of tending to customer needs and growing relationships |
IFTTT | "If this, then that" Method to automate repetitive tasks or to enable devices or services to trigger action in another through scripts, also called recipes or applets |
Trigger Campaign | Event-based marketing campaign based on if-then scenarios |
Nurture Program | An automated marketing strategy that uses time-based series or is based on the online actions of the prospective customer |
Drip Campaign | An automated time-based marketing campaign sending a series of scheduled messages to determined intervals |
Decision trees | A branched flowchart showing multiple pathways for potential decisions and outcomes that help marketers plan automated sequences of messages |