The ultimate marketing automation dictionary 2020

Elizabeth Leigh in Marketing automation on 19th of Apr 2020
Marketing Automation Dictionary

Marketing Automation Dictionary

Every day, the savvy marketer references a range of industry-specific jargon. To break down this jargon, we created the Marketing Automation Glossary: a one-stop marketing definition shop. As the industry evolves, so will this glossary. Reference this list and add each term into your vocabulary and your marketing automation strategy.

Glossary List

1.   A/B split testing
2.   Activity feed
3.   Affiliate marketing
4.   API (Application Programming Interface)
5.   AI (artificial intelligence)
6.   Analytics
7.   Bounce Rate
8.   B2B marketing (Business-to-Business marketing)
9.   B2C marketing (Business-to-Consumer marketing)
10.   Bottom of the funnel content
11.   CTA (Call-to-action)
12.   Churn rate
13.   Content mapping
14.   Content marketing
15.   Conversion rate
16.   CPA (cost per action)
17.   CPL (cost per lead)
18.   CTR (click-through rate)
19.   Closed-loop marketing
20.   Conversion path
21.   Custom fields
22.   Customer journey
23.   CLV (Customer lifetime value)
24.   CRM (Customer Relationship Management)
25.   Customer retention
26.   CAC (Customer Acquisition Cost)
27.   Digital marketing
28.   Drip marketing
29.   Dynamic content
30.   eBook
31.   Email marketing
32.   Engagement rate
33.   Evergreen content
34.   Gated content
35.   Geo-targeting
36.   Google Ads
37.   Growth Hacking
38.   Guerilla marketing
39.   Heatmap
40.   In-app messaging
41.   Inbound marketing
42.   Influencer marketing
43.   Integrations
44.   Impression
45.   Keyword marketing
46.   KPI (Key Performance Indicator)
47.   Landing page
48.   Lead
49.   Lead management
50.   Lead scoring
52.   List segmentation
53.   Live chat
54.   Machine learning
55.   Marketing automation
56.   Marketing collaboration
57.   Marketing funnel
58.   Marketing personalization
59.   Marketing technology stack
60.   Meta tags
61.   Middle of the funnel content
62.   Mobile marketing
63.   MRR (Monthly Recurring Revenue)
64.   Multi-channel marketing
65.   Multivariate testing
66.   Native advertising
67.   NPS (Net Promoter Score)
68.   Open rate
69.   Opt-in marketing
70.   Outbound marketing
71.   Performance marketing metrics
72.   Personas
73.   Permission marketing
74.   Prospect
75.   ROI (Return on Investment)
76.   SEO (Search Engine Optimization)
77.   Sender score
78.   SMS marketing
79.   SaaS (Software as a Service)
80.   Social media marketing
81.   Smart segment
82.   Segmentation
83.   Subject lines
84.   Sunset policy
85.   Trade show marketing
85.   Transactional emails
86.   Top of the funnel content
87.   Unique visitors
88.   UX (User Experience Design)
89.   UI (User Interface)
90.   UTM tag (Urchin Tracking Module)
91.   Viral marketing
92.   Web forms
93.   Web tracking
94.   Web traffic
95.   Webhook
96.   Word of mouth marketing


A/B split testing

The process of running simultaneous experiments across multiple pages to determine which one performs the best. Marketers use A/B testing to compare two or more elements within a website or piece of content such as copy, email content, landing pages and lead ads. This testing tool uses statistical analysis to highlight which variant received the highest conversion rate.

Test and optimize every part of the customer journey with AB Split Testing.

Activity feed

A real-time summary of actions a user takes on a website or web page. It highlights users behavior by tracking cookies and aggregating data into a visual feed. Activity feeds give marketers an overview of the interactions and communication users have with a website and may take the form of announcements, messages, login times, etc.

Learn how an activity feed works within marketing automation software.

Affiliate marketing

A strategy used by content marketers and bloggers to promote products, services or ideas. Affiliate marketers generate passive income by earning commission from advertising the brand of an individual or company. This marketing tactic helps companies drive sales and generate revenue. Success is measured based on performance metrics like clicks, sales, registrations, etc.

Find out about Autopilot's Partner Affiliate Program.

API (Application Programming Interface)

A set of protocols and specific standards of communication used for building software applications. It determines how components of a software application should interact. By interpreting data and presenting understandable information, an API enables the connection and communication between two different programs. For example, the Autopilot REST API allows companies to send contacts to Autopilot from an external app like Salesforce or Pipedrive. Both software platforms speak to one another, transferring data and other forms of information.

Learn how to take full control of your marketing with Autopilot’s API.

AI (Artificial Intelligence)

An area of computer science that creates, programmes and designs intelligent machines to work, react and “think” like humans. Through processing large amounts of data and patterns, AI teaches computers to manage and achieve specific tasks including speech recognition, learning, planning and problem-solving.

Learn more about how Autopilot’s integrations use artificial intelligence to make smart decisions for us.


The process of interpreting information from small and large datasets. Information is collected from websites, landing pages, social media channels, etc. From those channels, meaningful patterns are extracted from the recorded data. Analytics uses mathematics, statistics, predictive modeling and machine learning to produce insights that drive business decisions and increase customer understanding.

Learn how you can uses analytics to extract customer insights and understand what’s converting and what’s not.


Bounce rate

Website: a metric that measures the percentage of customers who enter a website and leave without triggering an action or event (such as clicking a call-to-action or interacting with a secondary page). Bounce rate metrics show the percentage of visitors who leave or “bounce” directly off a web page.

A low bounce rate indicates that a website is engaging and interesting to visitors. A high bounce rate indicates that visitors are disinterested in a website, which may appear as boring, off-putting or ineffectual.

Email: a metric that measures the rate of undelivered emails that “bounce” back from a recipient's inbox. The reason for this “bounce” may be from an invalid email address, which can be easily rectified.

Learn how you can maximize email deliverability and website engagement.

B2B marketing

The promotion of one business's products or services to another business. B2B marketing is orientated towards a business, where buyers make purchase decisions based on price and profit — not emotions. It involves forging strong relationships with businesses to gain lasting customers and product promoters.

Learn more about how you can improve your marketing B2B marketing with marketing automation software.

B2C marketing (Business-to-Consumer marketing)

The promotion of a business’s products or services to consumers (also known as end users). B2C marketing is orientated towards individuals who make purchase decisions based on emotional and monetary triggers. It involves creating marketing campaigns that grab a consumer’s attention by offering immediate value and solving a pain point.

Learn more about how you can improve your marketing B2C marketing with marketing automation software.

Bottom of the funnel content

Content that persuades prospects to make a purchase or take a specific action. At this stage of the funnel, a customer becomes a buyer. Marketers create content that accelerates deals, instills brand confidence and positions their brand above competitors. The delivery of bottom of the funnel content is actionable, assertive and is typically given to a sales team to directly market products or services.

Encourage leads to make a purchase with a customer journey template.


CTA (Call-to-action)

A marketing message that elicits an immediate response from a lead, persuading them to perform a desired action. A CTA appears in many shapes and forms on a website, landing page, email or advertisement. The sole purpose of a CTA is to grab the user’s attention and persuade them to click and engage. CTAs use buttons, microcopy, images and web links to promote top of the funnel content and attract users to explore more about a company’s products or services. CTA examples include “learn more,” “download the eBook,” “schedule a trial,” etc.

Pair the right content with the right message to entice your customers to take action.

Churn rate

A metric that measures of the number of customers who leave a company during a given period of time (typically a quarter). A churn rate is calculated by looking at the number of customers a business has at the end of a quarter and dividing that value by the number of customers a business started with at the beginning of the quarter.

For example, if a company had 1,000 customers at the beginning of January and lost 50 by March, their churn rate would be 0.5% percent.

Download a customer journey templates that helps you prevent customer churn.

Content mapping

The process of mapping personas alongside the buyer journey to deliver the most optimal content at every stage of the marketing funnel. Marketers use analytics and customer research to create content maps that highlight what content needs to be produced at each stage of the buying cycle. To tailor and personalize content for specific personas, marketers focus on the three phases of the buying cycle: awareness, consideration and decision.

Personalize your marketing strategy and automate the delivery of content at every stage of the buying cycle.

Content marketing

A strategic marketing technique focused on producing and consistently distributing useful, relevant and engaging content. It focuses on a long-term strategy by building solid customer relationships that educate the customer across digital and physical platforms. Content marketers inform their target audience by storytelling through blog articles, eBooks, videos, webinars, podcasts, etc.

Learn more about content marketing on the Autopilot blog.

Conversion rate

A metric that measures any desired action a user takes on a website, landing page, social channel, email, etc. A conversion rate is the performance measurement of any desired outcome and can be attributed to actions like clicking a purchase button or filling out a webform. It looks at the percentage of users achieving conversion goals that ultimately increase the growth of a company. Similarly, conversion rate optimization (CRO) is the process of improving conversion rates by looking at ways to encourage users to take action.

Learn more about conversion rate hacks and how you can increase the volume of traffic on your website.

CPA (cost per action)

A metric that measures the amount of money a business spends on pushing users to perform a specific action. In CPA marketing, affiliate commissions are dependent on high conversion rates. These rates are measured when users take a desired action like making a purchase, filling in a form or signing up for a webinar.

Track your customer’s behavior and actions with marketing automation software.

CPL (cost per lead)

A metric that measures a company’s marketing spend against the total number of new leads. CPL is part of performance-based advertising and is used to determine the effectiveness of marketing campaigns that are focused on generating leads. Marketers use this metric to give each lead a dollar figure that determines how much money is needed to generate leads.

Learn how you lower your cost per lead with Autopilot’s lead generation templates.

CTR (click-through rate)

A metric that measures the number of clicks received on an ad, email, call-to-action, etc. The rate is shown as a percentage and reveals how successful a piece of content is at engaging an audience.

To measure a CRT, calculate the number of clicks an ad received, and divide that by the number of times the ad was displayed. For example, if an ad has 10 clicks and 100 impressions, the CRT is 10%.

Improve your CRT with Autopilot’s email engagement template.

Closed-loop marketing

A form of marketing that relies on customer data and insights to create campaigns focused on improving ROI (return on investment). To better understand the customer and deliver valuable content, sales and marketing teams work together to understand how a prospect becomes a lead and how a lead becomes a customer. Closed-loop marketing shines a light on how marketing campaigns acquire and convert leads, as well as what content has the most significant impact on ROI.

Create a closed-loop marketing campaign with Autopilot’s visual, customer journey canvas.

Conversion path

The process where “anonymous” website visitors become “known” leads. It refers to the sequence of steps and actions a prospect may take to convert into a lead. A conversion path could start when a user conducts a search on Google and is led to a website. There might be one or 10 steps a user takes before they reach a desired action like making a purchase. As users come to the end of the path, they transform into “known” leads and marketers can categorize those leads and send them relevant content.

Use journey tracking software to understand your customer’s conversion path.

Custom fields

A predetermined field that uses specific criteria to capture data from leads and customers. Within marketing automation software, custom fields trigger journeys based on the behavior and actions a customer takes with a website, web page, email, SMS, etc.

Integrate custom fields into your customer journeys.

Customer journey

A pathway that visualizes the entire experience a customer has with a brand. It tracks the movement of users through the marketing and sales funnel, documenting each touchpoint and interaction. A customer journey looks at the moment a person first engages with a brand to the stage where they make their first purchase and beyond.

Create your own customer journey with Autopilot’s library of ready-made journeys.

CLV (Customer lifetime value)

A metric that measures the profit a business makes on its customers. A CLV predicts the total revenue a business will make from a single customer. It helps companies make reasonable marketing, sales and product decisions.

To determine CLV, first, find the average customer lifespan by calculating the average purchase value a customer makes. Divide that value by one minus the average purchase frequency rate. Then, subtract the average customer lifespan from the average cost of acquisition.

For example, the average purchase value is $50, the average purchase frequency rate is 10% and the average cost of acquisition is $15. The customer lifespan is calculated by $50 / (1 - 0.1) = $55.56. The CLVe is calculated by $55.56 - $15 = $40.56.

Improve your CLV rate by optimizing your customer journeys with an Autopilot journey template.

CRM (Customer Relationship Management)

A system that manages a company’s interaction with prospects, leads and customers throughout the customer lifecycle. The goal of a CRM is to help sales and marketing teams streamline workflows and stay connected to their customers. A CRM stores all types of customer information such as email, mobile numbers, purchase history and buying preferences.

Learn more about Autopilot’s native CRM integrations and how you can streamline your workflow.

Customer retention

The process of nurturing and re-engaging existing customers so they continue on the buying journey. This may mean nurturing a customer to purchase more products or continue their subscription. A customer retention rate looks at how successful a company is at keeping its paying customers over a certain period of time. By analyzing the rate of customer retention, a company can reduce the number of customer withdrawals. Increasing the customer retention rate leads to improving the lifetime value of customers.

Use a marketing automation software to increase retention and build stronger relationships with customers.

CAC (Customer Acquisition Cost)

A metric that calculates the amount of money spent on acquiring each customer. A CAC looks at how much revenue is generated from customers and how much money is needed to achieve that revenue. This metric provides insight into the value of each customer and helps determine the profitability and viability of a company.

To measure the CAC, divide the total cost associated with acquisition by the total amount of new customers. This cost is calculated within a given time period to show the change in customer value.

For example, if marketing spends $100 on advertising in a year and acquires 100 new customers, then the CAC equals $1.00.

Learn more about how you can decrease customer acquisition cost and increase customer lifetime value.


Digital marketing

Any form of marketing products or services through digital channels such as websites, landing pages, live chat, social media, email, mobile applications, etc. Companies leverage these channels to find their customers and build strong relationships with their brand. Digital marketing can encompass other forms of online advertising like content marketing, growth marketing, social media marketing, email marketing and more.

Download the digital marketing journey to learn more about its history and importance in today’s marketing environment.

Drip marketing

A direct marketing strategy that sends a set of emails to customers with the aim of closing a deal. Depending on the behaviors or actions a customer takes with a brand, a sequence of emails are automated to encourage them to perform a desired action. Typically, drip campaigns target customers who have entered a lead nurturing journey.

Create your own lead nurturing journeys and move leads through the sales cycle.

Dynamic content

Personalized content that displays different messages on a website. This form of content is created based on known information about each visitor. Dynamic content aims to match user preferences by using data to deliver personalized pages that are unique to each user. For example, if a first-time visitor navigates to an online store, the landing page may display more top of the funnel content to convert them into leads. Dynamic content displays a variation of content based on a users criteria — whether that be industry, job title, gender or previous behaviors.

Read how large companies like Netflix are using artificial intelligence to display dynamic and personalized content to its audience.



A digital book, either long or short form that can be read on a desktop or mobile platform. An eBook is typically a longer piece of content than a blog post and is used as a lead magnet to capture leads and place them into a lead nurturing journey.

Discover how other gated forms of content can help you nurture leads into lifetime customers.

Email marketing

The use of email to send direct messages to customers with the aim of promoting a company’s products or services. Email marketing goes beyond surface level communication and helps a brand develop customer relationships, build audience trust and increase engagement.

Learn more about the latest email marketing trends on the Autopilot blog.

Engagement rate

A metric that tracks the level of interaction users have on a specific piece of content. Engagement rates are tracked on customer journeys, social media posts, email deliveries, landing pages, call-to-action buttons and more. Measuring an engagement rate helps companies analyze the success of their content over competitors.

Track the engagement rate of your customer journeys, email deliveries and more with marketing automation software.

Evergreen content

A style of content that is timeless and has a lifetime value for customers. It may engage a reader at the time of publishing or even after five or 10 years. Evergreen content includes high-quality information that is easily searchable and valuable, making it a powerful resource for SEO.

Improve your social media strategy with high-quality content.


Gated content

Exclusive online content that is only accessible after a user submits their personal information like an email, name or phone number. The purpose of gated content is to generate leads and encourage customers to take further action with a brand, product or service. This type of content can appear in the form of an eBook, white paper, guide, report, case study or product demo.

Here are 10 best gated content examples to engage and convert your leads.


The practice of advertising and delivering content to consumers based on their geographical location. Geo-targeting can be achieved by capturing data like a user’s IP address and using that data to distribute more relevant content to customers. For example, marketers may use geo-targeting to leverage regional insights and trends to advertise content at a local level.

Here are six location-based marketing tips to help you geo-target your audience.

Google’s advertising platform where advertisers bid on specific keywords to promote their ads, website or web pages in Google’s search results. The platform uses a pay per click (PPC) bidding service, where advertisers have the choice to reach people through the Google Search Network and the Google Display Network. Using Google Ads, marketers can reach users who are actively searching for their keywords. For example, a marketer may bid for the keyword “marketing blog” with the aim of their ad appearing in Google search every time a user types those keywords into Google’s search engine.

Personalize your ads right across the customer journey with Autopilot’s Google Ads integration.

Growth hacking

Data-driven marketing focuses on finding the one metric that matters: growth. Unlike a traditional marketing strategy, growth hacking is focused on the entire acquisition funnel, fueling company growth by acquiring, activating, converting and retaining customers. The goal of growth hacking is to acquire as many customers as possible using the least amount of resources.

Learn more about the latest growth hacking trends on the Autopilot blog.

Guerilla marketing

An unconventional form of inbound marketing that focuses on using low-cost tactics to advertise or promote a product or service. Unlike traditional marketing, guerilla marketing uses a limited budget to adopt a more intimate and personal interaction with customers. For example, marketers may hand out physical flyers on the street to promote their business or leverage the audience of an event by setting up a booth or stall.

Explore other low-cost tactics you can use to promote your brand.



A heatmap is a graphical and two-dimensional representation of user interaction data on a web page. It shows how a user behaves on a specific web page and how they interact with content, images, links, CTA’s, etc. Data is displayed through a color-coded system that highlights the areas of a page that receive the most attention from users. Heatmaps indicate where users click on a page, where they’re most likely to hover their cursor and how far down a page they scroll.

Adopt a data-driven approach to marketing to increase profitability and beat your competition.

In-app messaging

Messages displayed directly to users who are active within a mobile application. These messages appear to users as pop-up notifications and are triggered based on a user’s interactions. In-app messages use text and images to push users to perform a desired action like making a purchase.

Display personalized, timely messages to people that visit your website with Autopilot’s Headsup integration.

Inbound marketing

A marketing strategy that attracts prospects to a website without a marketer outwardly pushing products or manually sourcing leads. Inbound marketing distributes valuable content that is aligned with customer interests with the ultimate goal of moving leads through the marketing/sales funnel.

Distribute content across multiple channels and engage with leads moving through the funnel.

Influencer marketing

A marketing strategy that engages with an influencer (generally a content creator) to promote a brand and increase the sales of a product or service. Influencers foster an authentic and trusted conversation with their audience to influence their follower’s perception of a brand. Companies use influencer marketing to enrich their messaging and target a specific and engaged audience.

Adopt an influencer marketing and make it part of your social media strategy.


The process of connecting two systems by bringing data and information into the one product. Real-time data, updates and alerts are automatically synced between both systems, giving the user a more robust and flexible experience. For example, companies can import or sync information from their CRM into their marketing automation software.

View Autopilot’s range of marketing integrations.


A metric that shows the number of times a piece of content is displayed and viewed by a visitor — whether or not they actually read or click. An impression estimates the number of people an advertisement, blog, video, image may reach. For example, when advertising on Facebook, analytics will display a number of impressions your ad received within a given period of time.

Track the impressions your content receives through an analytics and insights platform.


Keyword marketing

A form of marketing that helps SEO specialists gain top placement in Google search listings. Keyword marketing involves determining the keywords that are most relevant to a business and bidding on those words to position ads and content on the first page of Google search results. Choosing the right words gives companies the potential to reach the right people who are actively searching for their product or service.

Explore a range of popular keyword research tools that can help you optimize your SEO.

KPI (Key Performance Indicator)

A measurement that calculates a company’s performance over a period of time. A KPI evaluates the success of a company and how effective it is at achieving key business objectives. This metric helps executives, investors and managers to gauge the overall progress of a company, team or individual.

Measure your marketing teams KPI’s with a customer analytics and insights tool.


Landing page

A standalone web page optimized to convert visitors into leads and customers. A landing page includes actions that encourage visitors to engage and submit their information like an email address or mobile number. It’s used as a lead generation tool with the ultimate goal of conversion.

For example, when a user clicks a Google Ad or Facebook ad, they will “land” on a specific landing page that will initiate a conversion pathway.

Optimize your landing pages with Autopilot’s Instapage integration.


A sales-qualified prospect (potential customer) that demonstrates buying behavior by showing interest in a company’s products or services. Buying behavior is decided by the qualities a lead exhibits, and these qualities are pre-determined by the sales or marketing team.

Score your leads and alert your sales or marketing team when a prospect has converted.

Lead management

The process of managing leads through the entire marketing funnel. This includes lead acquisition, generation, tracking, scoring and nurturing. The process helps track and manage prospects and filter out genuine buyers from those who are uninterested.

Manage your leads throughout the marketing funnel with marketing automation software.

Lead scoring

Assigning a numerical score or points to a lead based on certain characteristics, or behaviour.

Manage your leads throughout the marketing funnel with marketing automation software.

The process of applying hyperlinks from other websites or web pages to an individual page. Link building increases a site’s authority by driving referral traffic from other web pages. Search engines like Google give authority to sites that have more backlinks, ranking them higher on search results pages. SEO specialists and content marketers create link building strategies to promote a company’s content, products or services.

Learn more about content marketing on the Autopilot blog.

List segmentation

The practice of differentiating and categorizing contacts based on characteristics like customer type, interest, demographics, location and behavior. List segmentation separates a company’s customer base into similar segments, which enables marketers to create and deliver personalized content.

Automate your lists and segments with marketing automation software.

Live chat

A marketing tool used by sales and support teams to provide customers with product or service assistance. Live chat software enables a company to have real-time conversations with its customers. This conversation occurs through a pop-up widget or window that's installed on a website or specific page. Giving customers the option of live chat encourages them to submit their queries or concerns.

Automate what happens after a live chat with Autopilot’s LiveChat integration.


Machine learning

An application of artificial intelligence that analyzes and learns from data to identify patterns and build predictions with limited human assistance. By learning and acting just like a human would, Machine learning removes the manual labor of data analysis.

Read artificial intelligence strategies from brands that have dominated the market.

Marketing automation

Software that enables marketers to automate repetitive tasks like sending emails, following up with leads, tracking insights and creating customer journeys. From startups to established organizations, companies of all sizes take advantage of marketing automation. It’s an essential tool for any marketer who is creating multi-channel content for an increasing user base.

Learn more about what makes Autopilot’s marketing automation software different from competitors.

Marketing collaboration

Coordination between teams in marketing, sales, support, design, product and more. Strong team collaborations helps marketers build stronger customer journeys and deliver content that generates higher conversion rates. This is a tactic that facilitates productivity across an organization.

Find easier ways to work as a team with Autopilot’s Annotate and Collaborate feature.

Marketing funnel

A representation of a customer’s journey throughout the buying cycle. The funnel shows how a customer moves from prospect to buyer. The traditional funnel is defined by the four-letter acronym: AIDA (Awareness, Interest, Desire and Action). However, today the funnel is not represented as a linear journey, but as a journey defined by customer experiences.

Read more about the new marketing funnel.

Marketing personalization

A targeted marketing strategy that delivers customized and localized content to customers. Marketing personalization is a critical marketing strategy for increasing conversion rates, engaging customers and producing valuable and relevant content.

Send personalized emails and messages across all channels with marketing automation software.

Marketing technology stack

A combination of technology-based tools leveraged by marketers to execute and improve their marketing activities. A marketing technology stack aims to optimize processes and procedures followed by marketers on a daily basis. These tools include social media platforms, marketing automation software, CRM systems and more.

Add Autopilot’s marketing automation software to your technology stack.

Meta tags

A coding statement written in HTML that uses keywords to summarize the content displayed on a web page. Search engines use meta tags as an index of information to rank and display content. These tags are invisible to viewers and serve as a data building blog that helps content marketers present the most important pieces of information.

Learn more about content marketing on the Autopilot blog.

Middle of the funnel content

The stage of the funnel where a customer has identified a problem and is looking for a solution. A customer might already be aware of a company’s brand and may have even interacted with its website. Marketers create high value and gated content to give leads the final push towards conversion. This content includes case studies, eBooks, whitepapers and more.

Create middle of the funnel content and integrate it within your customer journeys.

Mobile marketing

A multi-channel marketing strategy optimized for mobile users. Mobile marketing reaches users on their smartphones or tablets. Content is designed specifically for mobile apps and includes SMS marketing, video ads, mobile pay and mobile apps. Mobile marketing sends customer-centric messages that are personalized and location-based. Typically, this form of marketing is part of a larger customer journey strategy.

Optimize every email for mobile and personalize your marketing strategy with Autopilot.

MRR (Monthly Recurring Revenue)

A metric that measures the predictable and recurring revenue of a business. It gives a business insight into what revenue they can expect each month. MRR helps a company determine its health and the rate of growth or decline. A subscription-based business can calculate its MRR by adding the payment received from each customer per month.

For example, if a company has 100 customers on a $10 monthly subscription plan and 20 on a $40 plan, MRR is calculated by multiplying the following: 100 x $10= $1,000 and 20 x $40= $800. And adding the following: $1,000 + $800 = $1,800.

Collect more metrics with a customer analytics and insights tool.

Multi-channel marketing

A marketing strategy that engages audiences across every communication channel available — digital or otherwise. These channels include website, email, mobile phone, application, social media, television, direct mail, storefront and outdoor ad. Marketers incorporate multi-channel strategies within their customer journeys to target customers wherever they may be.

Learn more about how you can make multi-channel marketing work for your brand.

Multivariate testing

A testing method used to analyze the performance of multiple variations of a web page, email or other pieces of content. The results determine the best combination based on open and click rates, views, impressions and other metrics. Marketers use multivariate testing to test a hypothesis and make changes to their website or marketing material. Unlike A/B testing, multivariate testing analyzes the performance of more than two variables.

Analyze and test the performance of your content with an Autopilot integration.


Native advertising

A form of online advertising that displays ads natively within a media platform. The ads match the format and function of the platform to give users a non-disruptive viewing experience. Native advertising uses paid media to sponsor content, products and services. Social platforms like Facebook, Twitter and Instagram, offer native advertising to help companies distribute content that feels similar to the environment of the editorial feed.

Distribute content across multiple channels with a customer journey.

NPS (Net Promoter Score)

A metric that calculates the customer’s overall experience with a product or service. It’s used to measure customer loyalty and can also be used to predict company success and growth. The NPS consists of an index that ranges from 0 to 10. The higher the score, the more likely a customer is to recommend a brand to a friend or colleague. Respondents of an NPS are categorized into three groups: promoters (9-10), passives (7-8) and detractors (0-6).

Calculate your NPS and gain insights on how to improve customer satisfaction with Autopilots Delighted NPS integration.


Open rate

An email marketing metric that calculates the percentage rate of recipients who open a delivered email. An open rate indicates the engagement and interest of customers within an email list. To calculate the open rate, divide the amount of email opens by the total number of emails delivered. For example, if 100 emails were delivered and 50 were opened, the open rate would be 50%.

Analyze open rate metrics with a customer analytics and insights tool.

Opt-in marketing

A form of permission marketing that requests approval from customers before sending follow-up communication like emails, promotions, articles, etc. Marketers give customers full disclosure on what they will receive before sending information. Opt-in marketing removes the frustration customers may experience when they receive unsolicited communication. On the flip side, customers can also request to opt-out, canceling the communication they receive from a company.

Integrate permission marketing into your marketing strategy with Autopilot’s Headsup message.

Outbound marketing

An aggressive marketing strategy that pushes messages onto customers through advertising, trade shows, cold calling, seminars and direct mail. Outbound marketing seeks prospects by sending an untargeted, generic message to a large group of people. Typically, this form of marketing is expensive and delivers lower conversion results than inbound marketing.

Follow-up with leads after a tradeshow with Autopilot’s customer journey template.


Performance marketing metrics

Metrics that measure the progress of a business, a team or a specific marketing strategy. Some of these metrics include pay per click (PPC), pay per lead (PPL), pay per sale (PPS) and key performance indicator (KPI). These metrics are collected and analyzed to monitor how successful a business is at attracting new leads, nurturing customers and marketing new and existing products or services.

Measure the performance of your marketing strategy with customer analytics and insights tool.


A fictional representation of a group of users who share any combination of demographics, behavior patterns, interests and buying decisions. Personas help companies develop marketing strategies that focus on targeting particular audiences or customers.Marketers also use personas to create content maps that align with the wants, needs and desires of a particular customer group.

Segment your customer lists and target each persona with the right message.

Permission marketing

A marketing strategy that requests approval from customers before sending follow-up communication like emails, promotions, articles, etc. To engage in permission marketing, marketers use applications like Headsup messaging to ask users if they would like to receive or opt-in to a product, service, content subscription, etc.

Employ permission marketing tactics with Headsup and Proactive Headsup messaging.


A potential customer that exhibits similar qualities, traits and characteristics of a customer. For each company, a prospect must fit a predetermined criterion. For example, they must fit a target market, have authority over purchasing decisions and the financial capacity to make a purchase.

Transform your prospects into customers with Autopilot’s simple 30-day trial nurturing journey.


ROI (Return on Investment)

A metric that measures the profitability of an investment, whether that be a product, service, marketing campaign, etc. ROI is used as a way to gauge the performance of a business over a certain period of time. To calculate the ROI, find the net profit of an investment and divide that profit by the money spent on investing. Then, times the total value by 100.

For example, if a marketer invests $1,000 in a campaign and receives 5 customers who spend $1,300, the net profit from the investment is $300. The ROI is calculated by the following equation: (300/1,000) x 100 = 30%

Increase your ROI and prevent customer churn with a customer journey template.


SEO (Search Engine Optimization)

The process of enhancing and optimizing where a web page is displayed in a search engines search results. SEO focuses on generating organic traffic without the involvement of paid services such as search ads. SEO specialists help build websites that rank highly in search engine results and increase the number of leads to a web page.

Learn more about SEO and content marketing on the Autopilot blog.

Sender score

A metric that rates every outgoing mail server IP address with a score between 0-100. This metric represents the reputation of a company and helps recipients filter unwanted emails. Before categorizing emails, a mail server checks the email sender score and then places that email in a recipient’s inbox or spam folder. Sender scores over 90 are considered “good” scores and scores under 90 may be deemed as spam and blacklisted from a recipient’s inbox.

Analyze email metrics with a customer analytics and insights tool.

SMS marketing

A marketing strategy that uses permission-based SMS messaging to promote products, services, specials, competitions, etc. SMS marketing gives users a choice to opt-in or out of receiving future messages. Typically, this form of marketing is highly targeted and localized to engage with customers on a personal level.

Adopt SMS marketing strategies with Autopilot’s Twilio integration.

SaaS (Software as a Service)

A distribution model that enables third-party providers to host applications and offer their services to internet users. SaaS eliminates the need for companies to create, install or run applications on their platform. Therefore, companies can connect and use cloud-based apps without building the capability themselves.

Social media marketing

A marketing strategy that distributes content across a range of social media platforms like Facebook, LinkedIn, Twitter, Instagram, Snapchat, etc. Marketers use social media sites as a tool to reach new audiences and retarget existing customers. Social media marketing relies on the principles of organic search, encouraging viewers to interact with content by sharing or commenting on a post.

Reach a larger market by delivering content to new audiences with Autopilot’s Facebook integration.

Smart segment

A tool that helps marketers dynamically categorize leads and customers within a list. Marketers divide contacts into meaningful groups based on any combination of field, value, behavior, list membership and more. When a lead matches specific criteria, a smart segment will automatically filter them into a predesigned customer journey.

Personalize your journeys and learn how to categorize your customers with Autopilot’s Smart Segment integration.


Breaking down your total contacts into a smaller audience through filtering for particular characteristics. Segmentation enables marketers to better target a specific audience.

Personalize your journeys and learn how to categorize your customers with Autopilot’s Smart Segment integration.

Subject lines

A line of text that appears in a recipient’s inbox to identify the purpose of an email. The subject line is the first impression a recipient will have of an email and therefore, it must engage their attention within the very first line. Marketers A/B test subject lines to increase email open rates and maximize the impact of each word.

Test your subject lines with Autopilot’s AB Split Testing integration.

Sunset policy

A policy that allows marketers to stop sending emails to unengaged contacts. By only sending emails to contacts who are engaged, marketers have a higher chance of boosting their email deliverability rate and their list integrity. Mailbox providers like Gmail and Outlook deem unopened content as unimportant and may even push that content into the recipient’s spam folder. If a large number of recipients have started to disengage with a company’s content, all emails may wind up in spam — even for those contacts who are still engaged.

Learn more about sunset policy and how to manage email permission in Autopilot.


Trade show marketing

A marketing tactic where a business distributes its products or services at an industry-specific showcase or event. A company may install a booth or table to engage event attendees directly. Trade show marketing is highly targeted and is used by marketers to generate leads, increase brand awareness, grow distribution, conduct demos or build on relationships with existing customers.

Follow-up with leads after a trade show with Autopilot’s free customer journey template.

Transactional emails

A type of email that is automatically sent to a customer after they take a specific action on a website or application. Also referred to as trigger emails, transactional emails contain information that customers require to complete an action. For example, a transactional email may include a password reset, account activation link, subscription confirmation or purchase order. These emails are vital to providing a customer with a seamless and rewarding experience.

Automate transactional emails with Autopilot’s Email integration.

Top of the funnel content

The stage of the funnel where marketers are targeting an audience who has yet to engage with their brand. Top of the funnel content engages with an audience who are at the awareness stage. Marketers create and distribute content and resources that are educational and useful to customers. This type of content focuses less on a company’s products and services and more on the needs and wants of the customer. Top of the funnel content includes blog articles, infographics, how-to videos, etc.

Create top of the funnel content and develop a marketing strategy with Autopilot’s customer journey templates.


Unique visitors

A user who visits a website more than once during a reporting period, which may be a week, month, etc. Companies rely on unique visitor metrics to see the amount of traffic on their website and gauge its performance.

Track unique visitors and their engagement on your website.

UX (User Experience Design)

The process of providing users with meaningful and relevant product experiences. UX designers enhance a user’s overall satisfaction with a product by working across multiple teams. They aim is to improve the usability, accessibility and enjoyment of a company’s product. The UX design process involves integrating design, branding, usability and function into every product.

Improve the user experience of filling out forms on your website.

UI (User Interface)

The process of designing software interfaces that provide users with an easy-to-navigate and pleasurable experience. UI refers to graphical interfaces like desktop and mobile screens and also voice-controlled interfaces like Siri and Alexa.

Use marketing automation software to optimize every experience a customer has with your content.

UTM tag (Urchin Tracking Module)

A code attached to a custom URL that tracks a source, medium or campaign name. UTM tags are used by marketers to understand where a searcher came from and how they were directed to a specific web page. UTM codes appear as text added to a link that informs analytics tools like Google Analytics on the traffic source. Marketers use UTM tags to track campaigns, advertisements, media announcements, etc. This helps them to gauge the success of individual campaigns and understand more about the referral traffic they receive.

Dive into the results of your customer journeys with an analytics and insights tool.


Viral marketing

A marketing strategy that generates interest of a product or service and inspires an audience to share content with friends, family and colleagues. Much like a virus, a brand’s message is spread quickly from person to person. For example, a video may be uploaded to YouTube and then shared on Facebook, Twitter and other social channels. In a short amount of time, viral marketing has the potential to reach a large audience and increase the growth of a brand.

Use marketing automation software to deliver customer journeys that have the right elements to go viral.


Web forms

An HTML form on a web page that encourages users to enter and submit personal information like a mobile number or email address. Web forms contain a combination of elements such as text fields, multiple choice, checkboxes and more. For example, a company may want to capture a user’s information to send them a weekly email. To send that information, a web form would ask the user to enter their email address.

Read more about the dos and don’t of designing web forms.

Web tracking

The monitoring and recording of a users’ activity on a website. Web tracking helps a company to transform “anonymous” users (first-time visitors to a website) into “known” users (a user that is identified each time they enter and interact with a website). A tracking system collects user data and turns that data into visitor traffic reports. This data helps a company make important decisions on the UX and UI of a website with the goal of increasing conversions.

Learn more about how you can track visitors that come to your website.

Web traffic

A recording of the number of users who visit a website or web page. Website traffic is aggregated by analytics tools like Google Analytics and recorded as a site visit or session. Analyzing web traffic helps marketers determine which pages on their website are receiving the most amount of attention.

See the impact your website has with an analytics and insights tool.


Webhooks are automated messages sent from apps when an action takes place. They have a payload (or message), and are sent to a unique URL. They’re like a reverse API, in that rather than waiting for you to request information, it sends new data whenever it’s available.

Read more about webhooks here

Word of mouth marketing

A form of marketing where information about a brand is passed from person to person — whether they speak directly, over the phone, via email or across social media. Word of mouth marketing leverages the strategies of inbound marketing including content, social media and product marketing. This form of marketing is triggered by a person’s experiences with a brand and their emotional ties to a product or service.

Use marketing automation software to distribute content that customers want to talk about.

marketing automation templates

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