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Salesforce Pardot - Marketing Glossary
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- 1API(Application Programming Interface): A specific set of “rules” (code) that software programs can follow to communicate with one another.
- 2Automation RulesAutomation rules allow you to perform certain marketing and sales actions within your automation system, like sorting leads into different lists, based on criteria that you specify.
- 3BANTAn acronym standing for Budget, Authority, Need, and Timeline. The combination of these four elements determines how sales-ready a lead is.
- 4Inbound MarketingA marketing tactic that brings buyers to you through a combination of SEO; valuable marketing content like white papers, webinars, blog posts, videos; and social media. Inbound marketing is becoming a popular (and cheaper) alternative to the outbound, “push-style” marketing tactics of the past.
- 5IP Address(Internet Protocol Address): A number assigned to each device participating in a computer network that uses the Internet Protocol for communication. Most marketing automation systems recognize the IP addresses of website visitors to potentially identify anonymous visitors.
- 6Landing PagesA landing page is a specific web page that is typically reached through clicking a link or advertisement. This page should display content that is specific to the advertisement, search keyword, or link clicked. It may have a form, white paper, webinar, or other content, and usually features some sort of call to action.
- 7Lead (or Demand) GenerationCreating interest in your product or service while priming your buyers for later conversations with sales.
- 8Lead ManagementLead management involves identifying, tracking, and managing sales leads from the point of lead generation to conversion.
- 9Lead Nurturing (or Drip Marketing)Lead nurturing allows correspondence to be sent to the prospects on a specific list at specific intervals based on time or prospect activities. Use drip programs for ongoing marketing campaigns and to nurture leads that may not be sales-ready.
- 10Lead ScoringAssigning a numerical value to leads to indicate how interested they are in your product or service. Combined with lead grading, this is a good gauge of when leads are ready to be assigned to sales.
- 11Lead GradingLead grades are often used in conjunction with a lead score. A grade (A,B,C,D, etc.) indicates how well a prospect fits your ideal prospect profile.
- 12Progressive ProfilingProgressive profiling allows you to display new form fields to prospects based on the data points that have already been collected. This means that prospects won’t have to fill out their information all at once, so you can collect their information over time and form a profile on them. Not having to present prospects with long forms to get all of their information at once results in higher conversion rates.
- 13Soft BounceA Soft Bounce is an email that is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable.
- 14Hard BounceA Hard Bounce is an email that permanently bounced back to the sender because the address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown.
- 15Trigger-based MarketingAutomation tools will take certain actions, like adding prospects to a particular list or sending out an email, based on actions taken by a prospect or a group of prospects.
- 16Visitor vs. Lead vs. OpportunityA visitor is an anonymous individual who comes to your site. Once they convert and provide contact information, they become a lead. A lead becomes an opportunity once contact is made and there is a chance you will close the deal.
- 17PardotPardot is Salesforce’s B2B marketing automation solution. If you’re a business who sells to other businesses (or B2B), Pardot can automate your marketing activities and unite your marketing and sales departments so that they can work better together.
Pardot gives you a central location to manage your projects and report on their success. Not only that, but it tracks prospects as they interact with your company across all your marketing channels so you can tailor your outreach. And Pardot is customizable, so you can adjust it to fit your company’s needs!
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