Marketing Technology Terms

Abandoned Cart

Digital Marketing, Ecommerce, MarTech

The term Abandoned Cart refers to the situation where a shopper has found a product, put it in their cart, and did not complete the purchase. If the user is logged-in, targeted marketing typically results in relatively high conversions.

ABM or Account Based Marketing

Digital Marketing, MarTech

ABM or Account Based Marketing is a technique where Marketing and Sales target specific ideal B2B customers rather than working in isolation to nurture leads through optimal channels rather than a broad manner. Benefits of ABM include defining the most valuable types of clients and measurable ROI between marketing and sales.

CDP or Customer Data Platform

Content Marketing, Digital Marketing

CDP, or Customer Data Platform, aggregates data together from different zero, first, second, or third party sources to develop a profile of an individual person. This data can be used by marketers and content strategists to create a personalized experience or message for them.


Digital Marketing, Ecommerce, MarTech

The term Conversion refers to any transaction that is a desirable outcome of a customer interaction. It is not only sales that are counted as conversions. Some types of conversions include:

  • Filling out a quote request for a customized product
  • Creating a project-based list of products that are submit for quotation. This may be for budgetary or planning purposes and have a long timeline, not for immediate purchase.
  • A typical sale which may be the result of a paid advertising campaign or organic search.
  • Downloading gated content such as a whitepaper.

Conversions are a Key Performance Metric (KPM) that should be tracked.


CRM or Customer Relationship Management


CRM is an acronym for Customer Relationship Management. It is now also is used to describe database software to maintain a company's client information such as name, email, phone number, or address as well as other data about a customer. Examples that Earthling Interactive works with include Salesforce, HubSpot, or SharpSpring.

CX or Customer Experience

Digital Marketing, Ecommerce, MarTech

CX or Customer Experience, is the feeling or impression that a customer has of your brand from the pre-purchase decision making to the post purchase support (Customer Journey) with a goal of turning the customer into a repeat customer.

ERP Integration

Ecommerce, Product Management

An ERP Integration is a website architecture term that refers to a website being able to connect to an ERP (Enterprise Resource Planning) system. The purpose of this connection is to share user data, orders, look up product pricing or inventory data. An ERP integration an range from very simple to extremely deep.


Ecommerce, User Experience

The term Frictionless is an aspirational goal for the user experience. It means making the user experience as easy as possible. It usually refers to checkout, but can be applied to any sort of action the user does, such as filtering products or finding literature.

Key Performance Indicator, KPI, Key Performance Metric, KPI or KPM

Content Strategy, Digital Marketing, MarTech, SEO

A Key Performance Indicator(KPI) or Key Performance Metric(KPM) is, simply put, anything that a business finds important and valuable to track. This might include:

  • Clickthroughs from paid advertising
  • Clickthroughs on organic listings
  • Number of quotation requests submit over a particular time period
  • Activity related to a particular product launch or advertising campaign

Website traffic is not generally a very useful indicator. It is up to the marketing department or management to determine what KPIs are important.

Marketing Automation

Digital Marketing, MarTech

Marketing Automation is the process of using software such as Salesforce, Salesforce Pardot, HubSpot or SharpSpring to take care of repeatable tasks using data such as from a CRM Contact. Tasks that may be automated using that data include managing digital advertising, providing personalization for a website or email, or placing a contact in a workflow.

MVP or Minimum Viable Product

Design, Digital Strategy, Product Management, Usability, User Experience

The MVP, or Minimum Viable Product, is the essential set of features your product needs in order to be considered successful on its initial release. This initial revision helps you get feedback from your users and plan the release of the next set of features and fixes based on that feedback.


Content Marketing, Digital Marketing, Ecommerce, MarTech

Personalization is a strategy to provide content, products, or marketing using data learned about a person to create a customer experience adapted to their interests. Ideally it uses data combined from first-party data like website interactions to third-party data sources such as social networks.

Usability Testing

Digital Strategy, Prototyping, Research, Testing, Usability, User Experience, Websites

Usability testing, one tactic in Research Strategy, is used to inform design decisions from the perspective of your users. There are several methods of testing and each has a place in your project, depending on the questions that need answering. At a basic level, usability testing is task and observation- or results-based. Users are shown a representation of your product (or a competitor's) and given tasks to complete; the success or failure rate informs feature changes for the next iteration or enhancements for your new product.

User Persona

Digital Strategy, Research, Testing, Usability, User Experience

User-centered design employs target audience user personas against which to evaluate each project phase. Using these personas lets us step outside of ourselves and create an experience for an audience with different needs than ours and allows us to empathize with the user. 

UX or User Experience

Design, Digital Marketing, MarTech, Prototyping, Research, Tech Knowledge, Testing, Usability, User Experience, Websites

UX, or User Experience, was coined to encompass all aspects of a person’s interaction with a company, service, and its products (see Customer Experience). However, it’s taken on a more finite definition where we associate the term with a single interaction between a user and an organization or product.


Design, Digital Strategy, Prototyping, Research, Testing, Usability, User Experience

A wireframe is a two-dimensional schematic of an interface that specifically focuses on the structure of space allocation, prioritization of content, functionalities available, and intended behaviors. For these reasons, wireframes typically do not include any styling, color, or graphics. These static layouts can also be used to create prototypes for usability testing.