5 Essential Marketing Automation Terms You Should Learn


The marketing industry is often times filled with jargon and terminology that people outside of the industry aren’t accustomed to. This is especially true when discussing marketing automation software and processes. If you’re a marketer, it’s essential to learn these key terms before plunging into a marketing automation strategy.

Get Familiar With These 5 Common Terms

Expand your level of marketing automation knowledge by gaining an understanding of some terms associated with automation. Start with these five common words, what they mean, and how to properly use them.

1. Qualified Lead

A qualified lead is a customer who meets the target parameters for your business. They are considered qualified because they meet certain criteria that make them more likely to follow through with a purchasing decision. You can set your own specifications to determine who is considered a qualified lead versus a general lead.

A few examples of criteria for qualified leads may include:

  • A certain number of times someone has visited your website.
  • A particular page visited.
  • Filling out a certain form on the website.
  • Clicking on a specific link on your website or within an email generated by you.
  • Have finished or almost finished your nurture campaign cycle.
  • Are ready or still researching to determine if ready for the buying phase.

2. Lead Generation

Lead generation is giving your customers a solution to their demands through the means of content. An effective lead generator will meet the needs of a prospect, capture their information, and puts them into a nurturing cycle to become a customer. To capture a prospect’s information, you have to offer materials that will entice them to fill out a form, which provides you the needed contact information.

Some common lead generation techniques for your website include:

  •  Downloading an e-book
  • Attending a virtual seminar
  • Filling out a contact form
  • A live chat program

3. Nurturing

Also called lead nurturing, nurture campaigns and drip campaigns, nurturing refers to an automated process where a prospect goes through various development stages with the goal to eventually become a customer. In order to make these steps automated, you must first establish which techniques to use and how many times each should be reinforced. For most businesses, translates to email campaigns. However, unlike email marketing, through nurture management, emails can be automated and given the ability to be sent to a specific set of people at a particular time.

4. Workflow

Automated workflows are what brings efficiency and more time management to your marketing department. By generating automated and customized triggers, you can have specific tasks happening at the times and criteria that you establish. A few examples include:

  • Automatically adding leads to your CRM when a web form is filled out.
  • Alerting sales team members when a qualified lead is added to the CRM.
  • Sending an email when a particular task is done on your website.
  • Adding contacts to smart lists based on user activity.

5. Buyer’s Journey

This is one of the first steps that should be discussed before creating lead generating content. This is the process of determining the multiple stages involved in your customers’ journey. Although these stages can vary based on the business structure and industry type, these are some common buying cycle stages:

  1. Brand/product awareness
  2. Product/service consideration
  3. Decision-making

Consider researching your target audience’s behaviors, demographics, local markets, and keyword terms. This will help you begin to brainstorm what your company’s buyer journey looks like.

Automate Your Marketing

Whether you’re just beginning your online marketing efforts or your business is rapidly growing, managing and understand correct marketing automation strategies can become time-consuming. Consider hiring a professional agency that can help bring awareness to your brand while also helping it grow! For more information, contact us today to speak with an ITVibes representative.


Alyssa is a web content writer and SEO manager at ITVibes in The Woodlands, Texas. She graduated from the University of Houston with a degree in print journalism and psychology where her passion for writing evolved. Now she uses that talent to help people grow their business online. Alyssa enjoys spending time with family, warm summer days, and reading new books.