- AI assistant
- Software that uses machine-learning models to answer questions or perform tasks, for example replying to customer enquiries. See AI and business automation.
- API (application programming interface)
- A defined way for one piece of software to request data or actions from another. See integrations, API and reporting.
- Attribution
- The practice of assigning credit for a conversion to the marketing touchpoints that contributed to it. See how attribution works.
- Calendar synchronisation
- Two-way linking of a booking tool with a personal or team calendar so that busy times block availability and new bookings appear in the calendar.
- Call to action (CTA)
- The specific instruction that invites a visitor to take the next step, such as a button labelled "Book a consultation".
- Client portal
- A secure area where a business shares documents, updates, invoices or messages with individual clients.
- Conditional logic
- Rules inside a workflow that send contacts down different paths depending on their data or behaviour, often described as if/then branches.
- Consent
- Permission from a person to be contacted, or to have their data used, in a specific way. Requirements vary by country and channel; see messaging consent basics.
- Contact
- Any person whose details a business stores. A contact may be a lead, customer, supplier or partner.
- Content calendar
- A schedule showing what will be published, on which channel and when. See social media management.
- Conversion rate
- The proportion of visitors or leads who complete a defined action, calculated as completions divided by the total who had the opportunity. See how conversion rates work.
- Conversion tracking
- Recording when a valuable action, such as a form submission or purchase, occurs so it can be tied back to a campaign or source.
- CRM (customer relationship management)
- The practices and software a business uses to record customers and prospects, the interactions it has had with them, and what should happen next. See the CRM guide.
- Custom field
- A field a business adds to its records to store information the standard fields do not cover, such as a renewal date or property type.
- Dashboard
- A single screen summarising the measures a team uses to monitor performance.
- Email deliverability
- How reliably legitimate email reaches the recipient's inbox rather than spam or being rejected. See email deliverability basics.
- Hallucination (AI)
- An AI model producing an answer that sounds confident but is incorrect or invented. Reviewing outputs and grounding assistants in approved information reduces the risk.
- Human handoff
- The point at which an automated or AI-driven conversation is passed to a person, ideally with the full conversation history.
- Integration
- A connection that allows two or more software tools to exchange data or trigger actions in each other.
- Invoice
- A document requesting payment for goods or services supplied, listing what was provided, the amount due and the payment terms.
- Knowledge base
- A structured collection of approved information, such as policies, prices and answers to common questions, that staff or an AI assistant can draw on.
- Landing page
- A page designed around a single purpose, usually to persuade a visitor to take one action such as booking a call or submitting a form. See website and landing pages.
- Lead
- A person or organisation that has shown interest in a product or service, for example by submitting a form or asking a question, but has not yet bought.
- Lead nurturing
- Staying helpful and relevant to leads who are not yet ready to buy, through useful information and well-timed follow-up.
- Lead scoring
- A method of assigning points to leads based on fit and behaviour so that follow-up can be prioritised. It guides attention; it does not predict outcomes with certainty.
- Learning management system (LMS)
- Software that hosts course content, controls who can access it and tracks learner progress. See courses and memberships.
- Membership site
- A website or area where access to content or community is restricted to registered, and often paying, members.
- Missed-call text-back
- An automatic text message sent to a caller whose call was not answered, offering another way to continue the conversation.
- No-show
- An appointment for which the customer neither attends nor cancels. See appointment and calendar management.
- Opportunity
- A specific potential sale linked to a contact, usually with an estimated value, a stage in a pipeline and an expected close date.
- Opt-out (unsubscribe)
- A person's choice to stop receiving a type of message. Businesses must process opt-outs promptly and consistently across every tool they use.
- Pay-per-click (PPC) advertising
- An advertising model in which the advertiser pays when someone clicks an ad. See advertising and campaign management.
- Payment gateway
- The service that securely transmits card or bank payment details between the customer, the merchant and the payment processor. See payments and invoicing.
- Recurring billing
- Automatically charging a customer on a schedule, such as monthly or annually, for a subscription or instalment plan.
- Reputation management
- Monitoring, encouraging and responding to public feedback about a business, particularly online reviews. See reputation and reviews.
- Retargeting
- Showing ads to people who have previously interacted with a website or app.
- Review request
- A message asking a customer to share their experience on a public review site, ideally sent soon after the service is delivered.
- SaaS (software as a service)
- Software delivered over the internet on a subscription basis rather than installed and owned outright.
- Sales funnel
- A model of the stages people pass through from first awareness to purchase and beyond, used to plan content and measure drop-off. See the sales funnel guide.
- Sales pipeline
- The ordered set of stages an opportunity passes through from first contact to won or lost, often displayed as columns on a board.
- Segmentation
- Dividing contacts into groups based on shared characteristics or behaviour so that messages can be more relevant.
- Snapshot (template)
- A saved copy of a set of configurations, such as pages, workflows and pipelines, that can be reused to set up another account. Terminology varies by platform.
- Social listening
- Monitoring social channels for mentions of a brand, product or topic so the business can respond or learn from them.
- SPF, DKIM and DMARC
- Email authentication methods that let receiving servers verify that a message really comes from the domain it claims and tell them how to treat messages that fail the check.
- Sub-account
- A separate, self-contained workspace inside a larger platform account, commonly used by agencies to keep each client's data apart.
- Tag
- A short label attached to a record, such as "quote-sent", used to group and filter contacts or trigger automation.
- Trigger
- The event that starts a workflow, such as a form submission, a tag being added or an appointment being booked.
- Unified inbox
- A single view in which conversations from several channels, such as email, text and chat, appear together against the customer record. See conversations and communication.
- UTM parameters
- Tags added to the end of a link that identify the source, medium and campaign of the visit so analytics tools can group traffic correctly.
- Vendor lock-in
- A situation in which the cost or difficulty of leaving a provider, for example because data is hard to export, discourages switching.
- Webhook
- A message one system automatically sends to a web address of another system when an event happens, so the second system can react immediately. See how APIs and webhooks connect tools.
- White label
- Software or services provided by one company that another company rebrands and presents as its own. See agency and white-label.
- Workflow (automation)
- A set of automatic actions that runs when a defined trigger occurs, for example sending a message and creating a task when a form is submitted. See marketing automation.
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