A structured sequence of steps that leverages artificial intelligence to automate and optimize tasks within a business operation.

Retargeting, also called remarketing, is an online advertising method of reaching out to previous visitors of your website or app, often by displaying ads or sending emails. Retargeting offers an opportunity to recapture potential leads or customers if they left your site without converting or meeting a marketing goal.

A landing page is a standalone web page created specifically for a marketing campaign. It’s where visitors “land” after clicking on a link in an email, a paid social ad, or a paid search ad.

Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short)

A funnel is a marketing tool used to guide potential customers through the sales process. It is a visual representation of the customer journey, from initial awareness of a product or service to the final purchase. Funnels are used to track and measure the effectiveness of marketing campaigns, and to identify areas of improvement.

Customer relationship management (CRM) helps companies track and drive revenue in a customer management system (CMS) while maintaining and improving customer relationships. It enables teams to capture and manage customer interactions and sales activities across channels in one centralized place to drive conversion higher with personalized product or service recommendations.

Sales teams typically use a CRM for pipeline visibility and forecasting, contact and deal management, activity tracking, and lead generation–and to integrate all these tools. A CRM also automates workflows, processes, and tasks to boost productivity and help organizations do more with less.

The process of cultivating leads that are not yet ready to buy.

The process of distributing incoming leads among sales reps. Also known as lead assignment, lead routing is usually automated.

An intake form is a document used by businesses to collect important information from clients prior to their appointments.

SEO—short for search engine optimization—is about helping search engines understand your content, and helping users find your site and make a decision about whether they should visit your site through a search engine.

Copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take some form of action, such as make a purchase, click on a link, donate to a cause, or schedule a consultation.

Also known as A/B testing, is a method of comparing two or more versions of a digital element (like a webpage, ad, or email) to see which one performs better based on specific metrics. It's a way to make data-driven decisions about which versions of a digital asset are most effective at achieving a desired outcome, such as increasing conversions or engagement.