Glossary

  • Updated

A

A/B Test
A/B testing is a fast and statistically relevant way to optimize desired end-user actions by testing content variations and recording which content variant results in the largest response rate. This can be used in emails, landing pages, automation, and segments.

Act-On Analytics
Act-On Analytics is a powerful and flexible analytics experience, enabling at-a-glance overviews and deep-dive insights into your marketing campaigns and data using AI-powered answers and analysis and a comprehensive level of customization, displayed in Liveboards (live dashboards) and KPIs. Learn more...

Act-On Contacts / All Contacts
The central place to manage & organize your contacts and segments and to streamline your workflow within Act-On. Act-On Contacts is the default for new Act-On customers since February 2023, excluding those integrated with MS Dynamics or requiring FTP or API integrations. Learn more...

ABM
Account Based Marketing is an add-on feature for Act-On. Instead of targeting individual Leads or Contacts, ABM focuses on optimizing engagement with Accounts and Opportunities. Learn more...

AI Predictive Lead Score
AI predictive lead score is an AI-generated percentage score for contacts that predicts the likelihood of a contact converting to a customer. Learn more...

API
Act-On's RESTful API (Application Program Interface) provides simple, uniform interfaces used to make Act-On data, content, and other digital resources available through web URLs. Learn more...

ASM
Advanced Social Media is an add-on feature for Act-On
that allows you to create and curate content in advance and then automatically publish it based on your targeted schedule, to better coordinate your social media activities with your other brand, demand, and nurture campaigns. Learn more...

Automated Program
Automated Programs let you eliminate manual processes to deliver your critical marketing campaigns with low effort. For example, you can nurture leads, segment lists, update lead scores, and trigger offers when someone performs a specific action. Learn more...

back to top

B

Beacon
Beacon code can help you track data from your website's visitors. Learn more...

back to top

C

Campaign Playbooks and Reports
Act-On campaigns are more than just email. See Campaign Playbooks for examples of what Act-On Campaigns can do. Campaign Reports collect all related assets, including messages, forms, landing pages, media, webinars, etc. Learn more...

Connectors
Integrate Act-On with third-party products to make the most of Act-On's available features, including, CRMs, social media, analytics, and webinar tools. Learn more...

CRM
Customer Relationship Management System. Integration between Act-On and your CRM gives you complete visibility of your entire sales and marketing funnel from the point a lead enters to when they become your customer. Learn more...

back to top

D

Data Management
Act-On's Data Management controls how data is synchronized between your CRM account and your Act-On account. Data Management sync pulls your CRM's schema (data model), enabling Act-On features such as reports and segmentation. It does not change data in your Marketing Lists, or in your CRM (other than Opt-Out sync). Learn more...

Data Studio
Data Studio is an advanced data transport tool for exporting raw data from your Act-On account. Many data points tracked in Act-On are available for export and analysis. Learn more...

DKIM
DomainKeys Identified Mail: Digitally signs email from your domain to verify that the deliverer has the right to do so. Learn more...

DMARC
Domain-Based Message Authentication, Reporting, & Conformance: Allows senders to indicate that the message is protected with SPF and/or DKIM, and to specify instructions for the receiver to follow if an email doesn’t pass SPF or DKIM. Learn more...

back to top

F

Form
Add forms to landing pages or your websites to attract and convert in one step. Create forms to convert your prospects from anonymous to known (having an associated email address), grow your lists, update lead profiles, and push data to CRMs for sales. Learn more...

FTP
Act-On supports using FTP (File Transfer Protocol) to import and export contact lists and schedule data transfers in and out of Act-On. All connections must be secured (FTPS). Learn more...

Funnel
A marketing funnel is a series of stages to guide prospects through the customer journey. The funnel helps you plan and measure efforts to attract, engage, and convert prospects, for example, using lead scoring. Learn more...

back to top

H

Hard Bounce
An email is invalid or undeliverable due to where it is being sent. For example, the recipient no longer works at that company, so their email has been deactivated. Learn more...

back to top

L

Landing Page
Where a visitor “lands” after they click a link in an email. Landing pages help you promote and share featured content and are usually designed with a call to action (CTA), for example, to convert a visitor to a customer. Learn more...

Lead Scoring
A set of scoring rules to help you to identify your prospects' buying interest and helps to ensure that only qualified leads transition from marketing to sales. Learn more...

List Maintenance Program
List Maintenance Programs allow you to make automated changes to your contact data or lists. For example, to record data for hard bounces, soft bounces, etc. to sync to your CRM. Learn more...

back to top

M

Marketing List
List management is one of Act-On's most useful capabilities. You can create, adapt, amend, segment, and deploy lists with ease; import them from your CRM, and perform email A/B splits. Act-On Contacts consolidates marketing lists into a single All Contacts list. Learn more...

Marketing Network
Marketing Network allows Marketing Agencies and B2B marketing teams to create child Act-On accounts (also known as managed accounts) that are managed by Admin users in a parent account. Learn more...

MQL
Marketing Qualified Lead: a prospect who has shown interest in your company’s product or service by taking any action that indicates interest such as downloading content, attending a webinar, etc.

back to top

N

Nurture
Nurturing programs, or drip marketing campaigns, provide quality content to convert more of your prospects to customers. Learn more...

back to top

O

Opt-Out
An opt-out is a request to be removed from an email list for a specific group of messages, or all messages. Organizations are obliged to allow subscribers to opt-out at any time.

R

Role-based email address
Role-based email addresses, for example, info@company.com or sales@company.com, are notorious for generating spam complaints and affecting deliverability. These addresses are automatically suppressed from email campaigns in Act-On. Learn more...

back to top

S

Segments
Segments are groups of contacts that fulfill specified criteria, such as lead scores higher than a value or certain locations. Segments are the foundation for automating the nurturing process - grouping & identifying prospects in each stage of the buyer's journey. Learn more...

Signature
Email signature templates enable consistent, personalized message branding. Learn more...

SMS Opt-In
Consent from a recipient to receive messages. Learn more...

Soft Bounce
An email was not delivered, but the basic setup of the email was valid. For example, the recipient's email server is having a temporary outage. Learn more...

SPF
Sender Policy Framework: Checklists of servers allowed to send from domains. Learn more...

Stationery
Stationery is a theme that you can apply to your emails, forms & landing pages, allowing you to add your own branding quickly and easily. Learn more...

Subscription
Subscription management allows email recipients to choose the email categories they would like to receive instead of completely unsubscribing. Learn more...

back to top

T

Tags
Tags are a flexible and powerful way to organize your contact segments. Apply multiple tags to a segment to categorize it in different ways and filter by tag to see your relevant segments grouped together. Learn more...

Test Message
You can check your email designs by sending a test copy of your message to those on your test list. It's an easy way to check and ensure that your content has a consistent appearance and to get stakeholder approval before they are sent out. Learn more...

Touch Point
With the Custom Touch Points feature, you can provide behavior scores for marketing activities conducted outside Act-On. For example, if you attended a trade show and obtained a list of contacts, you may want to score that behavior in Act-On. Learn more...

back to top

W

Website Prospector
The Act-On Website Prospector enables access to key actionable information about your website visitors.
Learn more...

back to top

 

 

 

 

 

 

 

Was this article helpful?

Have more questions? Submit a request