Your Marketing Automation and Demand Gen Cheat Sheet

B2B Demand Generation – Cheat Sheet

If you are new to Marketing Automation and Demand Generation, then you are bound to run across a few terms that you may have never heard before in traditional marketing meetings. Consider this your cheat sheet as you learn how Marketing Automation and Demand Gen can help support your unique revenue strategy.

The B2B Demand Generation Cheat Sheet

  1. Above The Fold: A term borrowed from newspapers, referring to anything visible on a computer screen prior to scrolling down.
  2. Autoresponder: An email triggered by a lead’s action such as filling out a form. Often used to thank the lead for their interest in a site, product or service. Also used as confirmation that information has been received.
  3. Analytics: Tracking of important data about your website, email marketing campaign, landing pages and more, such as: traffic, clicks, opens, bounces, unsubscribes, traffic sources, etc. There are several tools used to view analytics.
  4. Bounce Hard/Soft: A hard bounce occurs when an email is undeliverable because the address is invalid due to a typo or if the account has been deleted. A soft bounce occurs when email is temporarily unable to be delivered because of a full inbox, or busy servers. Many email clients will make several attempts to deliver an email after a soft bounce.
  5. Call-To-Action: Often abbreviated as CTA. CTA’s tell leads what you want them to do next. Examples: “Download this Tip Sheet!” or “Call today to get started.” All emails and landing pages should have a clear CTA.
  6. Campaign: A series of emails delivered to people who have asked to receive more info about a particular product or service.
  7. Closed Loop Marketing: Instead of just emailing your lead list on a regular basis, CLM bases your contact with leads on their previous actions and buying process stage.
  8. Confirmed Opt-In (Double Opt-In): Instead of opting leads in as soon as they enter their email address (such as in a single opt-in), a double opt-in sends an autoresponder requiring that the lead click a link to confirm that they want to be subscribed to your list before actually being added.
  9. Contact: A generic sales and marketing term for any person whose record is stored inside a marketing or sales database. Salesforce and Net-Results, for example, also use this to refer globally to anyone with a data record stored inside their software.
  10. Content Management Systems (CMS): Software that allows publishing, editing, and modifying content as well as site maintenance from a central page. Well known examples: WordPress, Joomla!, Drupal.
  11. Conversion: This term can be defined differently depending on company, sales cycle, industry etc. For some, anytime anyone accepts any offer such as: opting in, clicking a link or filling out a form, they count as conversions. For others, conversion is whenever someone graduates to the next level in the sales funnel, moving towards the sale. Sometimes those two versions happen at the same time, but not necessarily.
  12. CPM (Cost Per Thousand): In email marketing, CPM commonly refers to the cost per 1000 names on a given rental list. For example, a rental list priced at $250 CPM would mean that the list owner charges $0.25 per email address.
  13. CRM (Customer Relationship Management): Software used to manage a company’s interactions with anyone in their sales funnel. It organizes, automates and synchronizes business processes—principally sales activities, but also those for marketing, customer service, and technical support. Well known CRMs include: Salesforce, Sugar, and Microsoft Dynamics.
  14. CSS (Cascading Style Sheets): Code used to design and structure emails and websites. A style sheet language used for describing the presentation semantics (the look and formatting) of a document written in a markup language.
  15. CTR (Click-Through Rate): A way of measuring the success of online campaigns. There are different schools of thought on determining CTRs, but ID uses this formula: the number of clicks of a particular link in an email divided by the number of times the email is opened.
  16. Data: Factual information (as measurements or statistics) used as a basis for reasoning, discussion, or calculation; information output by a sensing device or organ that includes both useful and irrelevant or redundant information and must be processed to be meaningful. Most often in contemporary usage, “data” is used as a mass singular term, for example, “the data is useful.”
  17. Drip Marketing: A communication strategy that sends, or “drips,” a pre-written set of messages over time. The timing of the messages follows a pre-determined course and the messages are dripped in a series applicable to a specific behavior or status of the recipient.
  18. Email Blacklist: Lists of domains or IP addresses of known and suspected spammers. May also contain legitimate email service providers. It doesn’t take many spam complaints to be blacklisted so it’s important to maintain good list quality.
  19. Email Blocking: Occurs when a receiving email server (e.g. Gmail, Hotmail etc.) prevents an inbound email from reaching a recipient’s inbox. Most of the time the sender of the email receives a “bounce” message notifying the sender that their email has been blocked. ISPs actively block email coming from suspected spammers (see Email blacklist).
  20. Email Filters: A technique used to block email based on the content in the “from:” line, subject line, or body copy of an email. Filtering software searches for keywords and other indicators that identify the email as potential spam. This type of blocking occurs on a per email basis.
  21. Email Whitelist: The opposite of a blacklist. Instead of listing IP addresses to block, a whitelist includes IP addresses that have been approved to deliver email despite blocking measures.
  22. False Positive: When a legitimate permission-based email is incorrectly filtered or blocked as spam.
  23. Friction: Anything that impedes a conversion, such as, forms with multiple fields, or a complex process required to download an offer.
  24. Gated / Ungated: When downloadable offers such as Tip Sheets, White Papers, eBooks, and Webinars can be accessed only by filling out a form (usually asking for identifying information such as name, email address, or company name) it is considered a gated offer. Downloadable offers that do not require any exchange of information are called “ungated.”
  25. House List (Or Retention List): A permission-based list created by you or your company, as opposed to a rental or acquisition list.
  26. HTML (Hypertext Markup Language): The code that make up the basic building-blocks of webpages. Sending HTML emails allows you to include unique fonts, graphics and background colors. HTML makes an email more interesting and, when used properly, can generate markedly higher response rates compared to plain text.
  27. Landing Page: A page within your website (but not necessarily accessible from your website) that is linked from an email to provide additional information directly related to products or services promoted in the email’s call-to-action. Every email should have a landing page to capture leads and to help determine ROI.
  28. Lead: This is a potential buyer who has identified themselves (via email address) and given permission to contact them.
  29. Lead Generation: Generation of consumer interest or inquiry into products or services of a business.
  30. Lead Nurturing Campaign: Marketing activities that engage leads in a meaningful way to move them from the “engagement” funnel stage into the “ qualification” funnel stage. Nurture is frequently automated (although it may incorporate manual touches), and must be “sequenced” and segmented (focused) according to the individual lead’s opt-in, preference, and emerging qualification profile. Marketing Automation vendors such as Marketo champion the idea of moving leads entirely through the qualification stage via nurture, and providing “close-ready” leads to Sales.
    Goals of nurture include:
    – Maintaining permission to stay in contact with the lead
    – Establishing key ideas, concepts, values, and comparison points through educational marketing
    – Developing and maintaining a qualification profile for the lead by gathering and managing demographic, “firmographic” and behavioral data
    –  Reducing “funnel leakage” due to failures of an organization’s marketing and sales functions to maintain contact, gauge interest, and engage the lead in a meaningful way
  31. Lead-To-Customer Rate: Over a defined time period at least as long as the sales cycle, divide the number of “closed-won” customers by the number of new leads that enter the funnel. This measures the gross effectiveness of the funnel.
  32. Marketing Qualified Lead (MQL): A lead that has met the minimum criteria (usually expressed via lead score and/or grade) agreed upon between Marketing and Sales to represent a lead worth Sales time to contact.
  33. Offer: Usually refers to downloadable items such as Tip Sheets, White Papers, or eBooks, but can also refer to interactive webinars.
  34. Open Rate: The number of emails opened divided by the number of emails delivered within a campaign or date range. One important factor in open rate is the subject line.
  35. Opt-In (Or Subscribe): Supplying your email address to a particular company, website or individual and giving them permission to email you.
  36. Opt-Out (Unsubscribe): When one chooses not to receive communications from a particular sender by requesting the removal of their email address from the sending list.
  37. Optimization: There are seemingly infinite ways to optimize your email campaign or website. It’s one of those jobs that never seems quite “done.” Before you begin optimizing, an email campaign will have to be active for a determined amount of time in order to establish a baseline. From there, you can begin tweaking based on the data. For example, if one email has far fewer opens than the other emails in a campaign, modifying the subject line or time of day it’s sent may yield better results. (Optimizing a website is a totally different animal. We will be publishing a white paper on Search Engine Optimization soon!)
  38. Permission-Based Email: Email sent to recipients who have opted-in, or subscribed, to receive email communications from a particular company, website or individual. Permission is an absolute requirement for legitimate email marketing.
  39. Personalization: Addressing individual recipients by name dynamically in an email. Personalization can also include a reference to previous purchases, or other content unique to each recipient.
  40. Privacy Policy: A clear description of a website or company’s policy on the use of information collected from and about website visitors and what they do, and do not do, with the data. Your privacy policy builds trust especially among those who opt-in to receive email from you or those who register on your site.If subscribers, prospects and customers know their information is safe with you, they will likely share more information making your relationship much more valuable.
  41. Progressive Profiling: Large Instead of asking prospects to fill out a long, large form per offer, progressive profiling allows you to use forms that only have two or three fields per offer.
  42. Prospect: Generally this refers to a potential buyer of a product. ID defines “prospect” as an un-opted-in potential customer, that is, we know they exist, and we have tracked their activity via browser cookies, but they have not yet explicitly given us permission to contact them or include them in a sales or a nurture campaign. Pardot uses the term prospect as the generic identifier of anyone with a data record stored inside Pardot software.
  43. Rental List (Acquisition List): A list of prospects or a targeted group of recipients who have opted-in to receive information about certain subjects. Using permission-based rental lists, marketers can send email messages to audiences targeted by interest category, profession, demographic information and more. Be sure your rental list is a true permission-based, opt-in list.Permission-based lists are rented, not sold. Don’t be fooled by a list offer that sounds too good to be true or by someone who tries to mislead you by calling their list “targeted” or “clean” without certifying that it is permission-based.
  44. Revenue Engine: an integrated marketing and sales system that powers your company’s opportunity funnel. It does this by synchronizing your strategy, processes, content, technology and analytics so that your company delivers the right message at the right time to the right person at every stage of the buying process. It’s what drives a campaign and informs each decision.
  45. Sales Accepted Lead (SAL): An MQL that Sales has reviewed and deemed worth further sales qualification. Marketing hands off MQLs to Sales; Sales reviews them and either accepts them (SAL) or rejects them, and they are returned to Marketing for further nurture.
  46. Sales Funnel: A systematic sales process that often follows a similar path. From the consumer’s perspective, the path may follow like this:
    Aware –> Engaged –> Consider –> Purchase –> Loyalty
    From the marketer’s perspective, the funnel may look like this:
    Prospect –> Lead –> Marketing Qualified Lead –> Sales Accepted Lead –> Sales Qualified Lead –> Closed Won/Lost.
  47. Sales Qualified Lead (SQL): An SAL that Sales has discovered meets all the criteria to make them suitable for becoming a customer. Typically, an SQL is a person:
    -With need, budget and buying authority.
    -Working for a company that meets your customer profile for being a customer.
    -With a buying timeline that falls within the time horizon of the sales rep’s commission plan.
    -Is willing to engage with your sales team.
  48. Segmenting: This term can take on different meanings within different contexts. For example, if your company has both B2B and B2C clientele, you may want to divide (or segment) your email marketing lists so that you can tailor your messaging to reach each group. Segmenting is also a term used in Marketing Automation software. Utilizing segments correctly allows you to include or exclude specific data in campaign and report building.
  49. Signature File (Sigfile): A tagline or short block of text at the end of an email message identifying the sender and provides additional information, such as company name and contact information. Your signature file is a marketing opportunity. Use it to convey a benefit and include a call-to-action with a link.
  50. Single Opt-In: The single opt-in is the most widely accepted and routinely used method of obtaining email addresses and permission. A single opt-in list is created by inviting visitors and customers to subscribe to your email list. When you use a sign-up form on your website, a message immediately goes out to the subscriber acknowledging the subscription. This message should reiterate what the subscriber has signed up for, and provide an immediate way for the subscriber to edit interests or opt-out.
  51. Spam (Unsolicited Commercial Email): Email sent to someone who has not opted-in or given permission to the sender. Generally, it’s unwanted and unexpected email from a sender unknown to the recipient.
  52. Split Testing: A technique used in optimizing email marketing campaigns. It allows you to send multiple version of an email to test each versions effectiveness.
  53. Targeting: Sending emails to a select audience or group of individuals likely to be interested in the message. Targeting is very important for an email marketer because a relevant email campaign will yield a higher response rate and result in fewer unsubscribes.
  54. Touches: Common name used in email marketing to refer to the individual emails with a campaign.
  55. Triggered Email Campaigns: A series of emails sent to a recipient based on an event, such as an opt-in.


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