Martech Glossary
Plain-English definitions of marketing technology terms. No jargon explaining jargon.
29 TERMS · LINKED TO 83 TOOLS
A
ABM
Account-based marketing flips the traditional funnel. Instead of generating a large volume of leads and filtering down, …
Agentic Marketing
Agentic marketing describes marketing operations where AI agents hold decision authority over defined processes: budget …
AI Agent
An AI agent is software that pursues a goal by taking a sequence of actions on its own: querying tools, making decisions…
AI content
AI content generation uses large language models to produce marketing copy: blog posts, ad headlines, product descriptio…
AI Visibility
AI search visibility measures how often and how prominently a brand, product, or content appears in AI-generated answers…
AEO
Answer Engine Optimization is the practice of structuring content so AI answer systems can find, trust, and cite it. It …
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, purchase…
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 in …
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 a…
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
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…
MCP
The Model Context Protocol is an open standard for connecting AI models to external tools and data sources. An MCP serve…
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…