Lead Gen & CRM Glossary

Definition

Comparing two or more versions of a web page or email to see which one performs better. In Lead Gen & CRM, there is A/B Testing functionality built into the platform for emails.

An organization that a client has as a current partner, had as a past partner, or is currently targeting as a prospect. Accounts can be linked to contacts in Lead Gen & CRM, or exist as standalone items under the Sales dashboard.

A collection of standalone events that can be referenced within a visual workflow or can be manually scheduled to a list.

An advertising service by Google for businesses wanting to display ads on Google and its advertising network. The Ads program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.

Information resulting from the systematic analysis of data or statistics.

A set of routines, protocols, and tools for allowing software programs to communicate with one another. Lead Gen & CRM provides an open API for third-party applications to access data.

The ability in a sales opportunity to remove the opp without marking it won or lost. This is useful for deals that were not appropriately qualified or created in error, as there results will not count negatively against sales reports.

Utilizing tools or systems to automate a process.

The percentage of people who landed on one page of your site and left without navigating to a second page, or, more specifically, did not trigger any additional events that would cause tracking code to fire.

A collection of actions created for use only within a visual workflow that are dependent upon additional criteria in order to function. The collection of actions branch out from an action, an action group, a time delay, a trigger, or other similar logic points in a visual workflow. 

 An instruction to the audience to invoke an immediate response. Can take the form of compelling verbiage, a button or link click, or asking for information via a form.

A campaign is any marketing initiative for which you would like to track results. These could include: a simple one-time email send, a trade show your company will attend or even an entire multi-channel communication strategy. Campaigns are tracked by creating unique URL pathways that indicate interaction with a specific campaign. These are commonly landing pages, UTM codes, and/or referring URLs.

A type of resource in the DNS used to specify that a domain name is an alias for another domain. In Lead Gen & CRM, CNAME records are created for DKIM set-up, as well as for pointing Lead Gen & CRM-hosted landing page URLs to subdomains. 

 A style sheet language describing how HTML elements are to be displayed on a web page.

A metric used in email reporting to determine which links received the largest level of engagement. If a click is registered in a Lead Gen & CRM email, and it navigates to a Lead Gen & CRM tracked page, a contact in Lead Gen & CRM will become tracked, meaning clients will now see their site activity and other content engagements in real time.

A sales opportunity that no longer has a chance to result in a sale. Marking an opportunity as Closed-Lost will have it appear as such in both Sales Reports, Campaign Tracking, and the Contact Record.

A sales opportunity that has resulted in a successful sale and generated revenue. Marking an opportunity as Closed-Won will have it appear as such in Sales Reports, Campaign Tracking, and the Contact Record.

A file that allows data to be saved in a table structured format. This is the format Lead Gen & CRM requires for using the Import Tool.

The company manager has access to VisitorID, contacts (including lead scoring and importing), all automation functions (workflows, lists, scheduled emails), and all content functions (forms, emails, templates). However, they may not see the sales pipelines/accounts if Sales Manager is deselected. Access to account settings is limited.

A unique record in the Lead Gen & CRM Contact Manager. Contacts in Lead Gen & CRM can be considered either tracked or untracked, depending on if they have completed an appropriate conversion event (email clickthrough or form fill). Before tracking is established, a contact is qualified as unique by email address, and duplicate contacts with different email addresses can exist. All data stored on a contact can be used to trigger automations, and it is from the Contact Record that opportunities can be created.

The location where all the contacts and leads are located.

The various text and media added to digital platforms. 

An application (either web-based or localized) that supports the creation and modification of digital content. Typically used to launch a website. Examples include Wordpress, Drupal, Joomla, and Weebly.

A lead that has been associated with a won opportunity.

Practices, strategies, and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle. This is with the goal of improving business relationships with customers, assisting in customer retention, and driving sales growth. Lead Gen & CRM offers its own native CRM and also easily integrates with a variety of third-party CRMs.

Fields created by the user that are specific to how they use Lead Gen & CRM. Custom fields can be created on the lead, account, or opportunity level.

Traffic that comes through your site either through typing your site address directly into their browser or by clicking a link or bookmark to your site.

A variety of different files containing a domain’s DNS information. Includes A, CNAME, and TXT records.

An email authentication method designed to detect email spoofing by providing a mechanism to allow receiving mail exchangers to check that incoming mail from a domain is authorized by that domain's administrators. It is intended to prevent forged sender addresses in emails, a technique often used in phishing and email spam. DKIM allows the receiver to check that an email claiming to come from a specific domain was indeed authorized by the owner of that domain which is done using cryptographic authentication. The process to request DKIM in Lead Gen & CRM is completed by clients via the Get Support dashboard.

Resolves human-readable hostnames to machine-readable IP addresses.

Displaying tailored content to different users when sending out an email based on field values in their contact record.

A list that is populated with participants over a period of time based on rules that either qualify or disqualify membership to that list. In Lead Gen & CRM, dynamic lists are set with triggers and filters, similar to how workflows are set up.

Displaying tailored content to different users on a webpage based on field values in their contact record.

An organization who offers functionalities related to the creation and distribution of emails. A few of the most commonly used ESPs are MailChimp, Constant Contact, and Campaign Monitor. While these systems may offer some basic automation and CRM functionalities, they fall far short of delivering the value of a marketing automation tool.

A pre-formatted and/or pre-written email that you can use to replace with your own content so that you can quickly and easily write and create emails.

Criteria, used in combination with triggers, to determine when an automation or list segmentation should happen. Generally has a more passive criteria than triggers.

A window or screen that contains numerous fields, or spaces to enter data. One of the ways that Lead Gen & CRM uses to establish lead tracking. Lead Gen & CRM gives clients the ability to use the Internal Form Builder to create new forms on the fly, or to track 3rd Party Forms using a Lead Gen & CRM-generated tracking script.

The sequence of the journey through landing pages.

Allows a user to interact with electronic devices through graphical icons and visual indicators rather than typed command labels or text navigation.

A permanent reason an email cannot be delivered. Includes issues such as: Recipient email address does not exist, Domain name does not exist, or Recipient email server has completely blocked delivery.

A markup language specifying how words and images should be displayed in a web browser.

An object-oriented programming language commonly used to create interactive effects within web browsers.

A junior salesperson (Jr. Salesperson) has access to VisitorID, the sales pipeline, and contact manager, but may only view leads assigned to them. Access to account settings is limited.

A standalone web page distinct from your main website that has been designed for a single, focused objective. Landing pages can be used for campaign attribution in Lead Gen & CRM.

A person you are looking to close a product/service opportunity with.

A score associated with a lead based on their interest, behaviors, and how closely they align with your target market. Points are awarded for form submissions, page visits, content interactions, and field values. Lead score can be used to segment leads and start automation.

A suite of tools designed for marketing agencies as well as other organizations to create a more effective marketing strategy and automate business processes.

A placeholder value that represents a specific contact’s field value. When an email is sent to a lead, the merge variable is dynamically populated with the value of the field in their contact record to add an extra layer of personalization to the communication.

A lead that is not actively being solicited for products or services. Open leads are considered as unsure if qualified or unqualified.

A metric used in email reporting to determine how many times a specific email has been interacted with. While open rates are commonly of high interest to clients, since an email open does not establish tracking, Constant Contact urges clients to focus more on clicks.

An object used to track a sales progression through a funnel. Opportunities are created from the Contact Record, and are used to populate additional data in both the Sales Reports and Campaigns dashboards.

Steps in a sales funnel that opportunities will pass through. Lead Gen & CRM provides an example dashboard out of the box, but these can be customized via the Opportunity Stages dashboard.

In Lead Gen & CRM, a page is a standalone web page. These can be considered as email pages or landing pages.

A complete sales cycle, containing various stages that an opportunity will pass through. Pipelines can be customized via the Opportunity Stages dashboard.

A server-to-server tracking system used for tracking conversions and posting back data to third-party programs. Lead Gen & CRM allows you to add postback URLs to Lead Gen & CRM forms.

A lead that has the criteria to be engaged for products or services.

A technology for distributing news and blog content around the web. Lead Gen & CRM allows you to incorporate an RSS feed into your emails to send recurring emails with fresh content.

Lead information that gets passed into Lead Gen & CRM through form referral fields. Adds a contact record based on the information but does not establish tracking between the device and the contact’s record.

The site URL of the page a user was on immediately before clicking through to your site from a link. Referring URLs can be used for campaign attribution in Lead Gen & CRM.

A performance measure used to evaluate the efficiency and profitability of an investment or marketing effort. In Lead Gen & CRM, ROI is measured by attributing revenue to different campaigns.

Revenue or sales volume. 

The salesperson has access to all leads in the pipeline, accounts, VisitorID, and contacts (including lead scoring), but cannot access any content or automation functions. Access to account settings is limited.

Traffic that arrived on your site by clicking through from search results.

SPF is an email authentication tool designed to prevent sender address forgery. It allows a domain to indicate which servers that are allowed to send on its behalf. This is done by updating the DNS settings of a domain to include these authenticated servers, thus allowing third-party senders or sending tools (like Lead Gen & CRM) to successfully deliver emails for clients.

A site administrator has full access to Lead Gen & CRM, including VisitorID, contacts (lead scoring and importing), all automation functions (workflows, lists, scheduled emails), all content functions (forms, emails, templates), and the sales pipeline/accounts.

A temporary delivery issue. Can be caused by the recipient’s mailbox being full, the recipient’s email server being down or offline, or the email message being too large.

A one-and-done list build. Rules can still be applied to a static list that it will use when it builds, but a static list will not keep proactively listening for the criteria you specify to automatically pull leads into the list in the future.

A term applied to a group of different pieces of data that ties them together under a similar label. Tags can be used to group similar accounts, leads, emails, lists, campaigns, and user groups. Data with the same tag will appear together when searched. Additionally, data can be assigned multiple tags, which can make organization that much easier. 

A workflow, or series of events, tied to a specific DateTime Picker custom field value, as opposed to an automation trigger firing.

Actionable behavior that a lead engages in. Triggers are used to start automation or list segmentation, and are used in combination with filters to provide greater specificity as to when those events should happen.

A tool that uses the IP address of an anonymous contact currently visiting a Lead Gen & CRM-tracked site to attempt to pull information on said contact. This is mainly useful for clients operating in the B2B marketplace. If the IP address is identified as being associated with an organization/contact, this information will appear in the VisitorID dashboard under Contacts. This data should always be double-checked before adding a contact to Lead Gen & CRM, as it may be out of date or no longer appropriate.

A lead that does not meet the criteria of your target market.

Additional parameters appended to the end of a URL string that identifies the source from which a visitor came to that URL. The typical syntax for a UTM is http://companywebsite.com/?utm_source=fb&utm_medium=july&utm_campaign=ppc

Someone able to log into the Lead Gen & CRM system. The functionalities available to each user are dependent upon their specific user role. Users with admin-level access can change the roles of fellow users as they deem appropriate.

A manufacturing and marketing practice in which a product or service is produced by one company and then rebranded by another company to make it appear to be their own. Lead Gen & CRM offers this as a feature to agency partners.

A series of events or actions that occur over set periods of time. Workflows can manually scheduled, or set to begin in response to an automation. Incredibly diverse, workflows can be used to simply build out customized auto-responders for form submissions, or to create complex multi-step nurture campaigns that include various events occurring over days, weeks, or months.