Infographic – How to Speak Marketing Automation

Infographic – How to Speak Marketing Automation

Adopting a new marketing automation system is stressful. Each system comes with a slightly different way of doing things. There are new interfaces to explore and processes to implement. As if that wasn’t enough, new systems also come with a new set of terminology.

Learning new terminology is nothing insurmountable. Most of us learn a new set of industry vernacular whenever we switch jobs. The difference in marketing automation is there’s little consistency between systems. The learning curve stays high, even when simply switching from one system to another.

This week’s infographic looks into the terminology similarities and differences between five leading marketing automation companies. It comes to us from Uberflip.

A few interesting notes from the infographic include

  • The terms “lead” and “prospect” have vastly different meanings across systems
  • All five systems mentioned had a different term for cues that spawn automated actions
  • Act-On and Eloqua were the most closely aligned, using the same term in 5 of 14 situations
  • Marketo had the most unique terminology, differing from the others in 10 of 14 situations


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Let us know what you think:

  • What marketing automation system do you use (if any)?
  • Which set of terminology do you prefer?
  • Which term(s) should be universal?



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Matt Leap

Director of Marketing at HiP
Matt Leap is marketer who enjoys wearing many hats at HiP. Among other things, he handles HiP's content marketing efforts and acts as the editor-in-chief of the HiP Blog. Matt is also a regular contributor to the blog. Matt brings five years of digital marketing and blogging experience to HiP, having worked in both the B2B and B2C sectors. Matt's expertise includes content marketing, content strategy, marketing automation, lead generation, SEO, and SEM. In his personal time, Matt enjoys sports, movies, technology, reading, and writing.

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    • September 22, 2017

    Awesome infographic! I’m bookmarking it for later. 🙂 I’m new to marketing automation and we’ve just implemented getresponse. What would you suggest for a complete beginner?

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