Quick Marketing Automation glossary
Marketing Automation Glossary
Marketing Automation Software
A platform that automates marketing tasks like email campaigns,
lead nurturing, segmentation, and reporting to save time and
increase efficiency.
Funnel
A model that represents the customer journey, from awareness to
conversion, typically broken into stages like Top of Funnel (TOFU),
Middle (MOFU), and Bottom (BOFU).
Funnel Gap
A stage in the funnel where leads are not progressing as
expected, often indicating a need for improved messaging,
targeting, or automation.
Workflow
An automated sequence of actions triggered by specific user
behavior or criteria. Common in marketing automation to send
emails, assign leads, or update records.
Trigger
The event or condition that starts a workflow. Examples:
submitting a form, visiting a page, or reaching a certain lifecycle
stage.
Action
What the workflow does after the trigger. Examples: send an
email, assign a contact, add a tag, or delay the next step.
Lead
A person who has shown interest in your product or service and
entered your funnel, often through a form or interaction.
To Enroll (in a workflow)
To add a contact or lead into an automated workflow based on a
trigger or set of criteria.
To Unenroll (from a workflow)
To remove a contact from an automated workflow, either
manually or when certain conditions are met.
Lead Scoring
A system that assigns points to leads based on their behavior or
profile to identify how likely they are to convert.
Segmentation
The process of dividing your audience into groups based on
characteristics like behavior, interests, or demographics to tailor
communication.
Lifecycle Stage
A label that reflects where a contact is in their buyer journey,
such as Subscriber, Lead, Marketing Qualified Lead (MQL), Sales
Qualified Lead (SQL), etc.
Contact Property
A field that stores data about a lead or customer (e.g., Job Title,
Industry, Last Activity Date).
Email Nurturing
Sending a series of value-driven emails over time to guide leads
down the funnel.
Conversion
When a lead takes a desired action, such as filling out a form,
booking a meeting, or making a purchase.
Form Submission
When a user fills out and sends a form, often used as a trigger for
workflows.
Personalization Token
A dynamic field (like [First Name]) that customizes emails and
messages using contact properties.
The funnel
Awareness ( discover)---- Channels: Instagram reels/ SEO / pintrest-------
Goals: Attract 10,000 unique visitors/month
Interest (show interest) ------ Channels: Website popup, Blog CTA---------------
Goals: Capture 1000 subscribes/month
Consideration( learn more about offering) ------------ Channels: email,
retargeting ad------ Goals: encourage 20% of subscribers to explore product
Decision(buy)------------- Channels: email, SMS--------Goals: convert 10% of the
engaged shoppers into buyers
Retention (Buy again and recommend)- ----------------- Channels: email, loyalty
platform------
Goals: get 30% of customers to buy again
Use this AI prompt to create a marketing automation strategy
Role:
You are a senior Marketing Automation Strategist with hands-on experience
implementing automation for real businesses using tools like HubSpot,
ActiveCampaign, Klaviyo, and similar platforms.
Your task is to help me design a practical, realistic marketing automation
strategy that can actually be implemented using modern marketing
automation tools.
1. Business Context
Here is my business information (use this as the foundation for everything
that follows):
Business type: [e.g. B2B SaaS, ecommerce, consultant, creator,
marketplace, local business]
Industry: [insert industry]
Products or services: [brief description]
Target market: [B2B / B2C / both]
Main countries or regions served: [insert locations]
Sales model: [self-serve, sales-assisted, high-touch sales,
subscriptions, one-off purchases]
If any information is missing, make reasonable assumptions and clearly state
them.
2. Buyer Persona
Here is our buyer persona: [add buyer persona here]
3. Funnel Structure (Mandatory)
Build the marketing automation strategy using these exact funnel stages:
1. Awareness
2. Lead Capture
3. Consideration
4. Decision
5. Retention
Do not skip any stage.
4. Channels per Funnel Stage
For each funnel stage, clearly define:
Primary channels used (e.g. SEO, social media, ads, email, SMS,
website, forms, popups, retargeting, etc.)
Why these channels make sense for this persona at this stage
5. Goals per Funnel Stage
For each stage, define:
1–2 clear business goals
What success looks like at that stage (qualitative or quantitative)
Example types of goals:
Traffic growth
Email list growth
Engagement
Conversions
Customer retention or repeat purchases
6. Marketing Automation Logic
This is the most important part.
For each funnel stage, explain:
What processes should be automated
What triggers the automation (e.g. form submission, page visit, tag
applied, score reached)
What actions happen automatically (e.g. emails, tagging,
segmentation, notifications, lifecycle stage updates)
Focus on logic and flow, not tool-specific clicks.
7. Data & CRM Considerations
Explain briefly:
What key data should be captured in the CRM
How segmentation is handled (tags, lists, properties, lifecycle stages)
How this data supports automation and personalization
8. Measurement & Optimization
For each funnel stage, list:
Key metrics to track
What insights these metrics help uncover
How the strategy could be iterated and improved over time
Output Format Requirements
Use clear headings for each section
Keep explanations practical and implementation-focused
Avoid buzzwords and theory-only explanations
Assume this strategy will be implemented using a real marketing
automation tool
Business persona example
🧑💼 Buyer Persona: "Samantha the Solopreneur"
Name: Samantha Rivera
Age: 37
Location: Lisbon, Portugal (originally from the U.S.)
Business: Online business strategist & course creator
Industry: Education / Coaching / Personal Branding
Business Stage: 2–3 years in business
Team: Just her (with some freelance support)
Annual Revenue: €80,000–€120,000
Tools she uses: Kajabi, ConvertKit, Canva, Zoom, Stripe, Notion
🧠 Goals
Grow her audience and email list consistently
Build more passive income streams through digital products
Look more professional online (without hiring full-time staff)
Delegate time-consuming marketing tasks so she can focus on content
and clients
Launch campaigns that actually convert (ads, emails, funnels)
😩 Challenges
Wears too many hats: from writing content to managing tech to
supporting students
No time for strategy: reacts more than plans
Marketing inconsistency: often disappears from social because of client
workload
Overwhelmed by tech: knows what she wants but gets stuck setting
things up
No clear funnel: relies heavily on referrals and random launches
💬 Common Quotes
"I know I should post more, but I just don’t have the time."
"I’d love to run proper funnels, but I get lost in the tech."
"I have great content… I just need more people to see it."
"I can’t keep doing everything myself forever."
💡 What She Needs From a Marketing Agency
A done-for-you approach with minimal back-and-forth
Someone who understands her business model and audience
Funnel creation and setup (lead magnet, email sequence, thank-you
page)
Ad hoc support with launches and tech (e.g., Zapier, email
automations)
Social media scheduling and repurposing without sounding robotic
Brand consistency across platforms
📲 Where to Reach Her
Instagram DMs (she checks them daily)
LinkedIn (loves lurking, rarely posts)
Subscribes to newsletters from ConvertKit, Amy Porterfield, and Marie
Forleo
Attends online summits, especially ones about solopreneurship or
digital products
❤️Why She’ll Choose Your Marketing Agency
You “get” solopreneurs and don’t push big-agency fluff
You offer flexible packages — from setup to monthly support
You speak her language — no jargon, just outcomes
You value efficiency, automation, and results
You’re fast, reliable, and don’t need hand-holding
Use these AI prompts to identify gaps in a funnel
Role:
You are a senior Marketing Automation Consultant with experience auditing
real business funnels and fixing conversion gaps using automation, CRM
data, and lifecycle analysis.
Your task is to help me identify gaps in my marketing funnel,
understand why they exist, and suggest marketing automation strategies to
improve flow between stages.
1. Business Context
Here is information about my business:
Business type: [e.g. ecommerce, B2B SaaS, consultant, creator,
marketplace]
Industry: [insert industry]
Products or services: [short description]
Target audience: [B2B / B2C / both]
Main acquisition channels: [e.g. SEO, ads, social, referrals]
If information is missing, make reasonable assumptions and state them
clearly.
2. Funnel Structure (Mandatory)
Analyze my funnel using these exact stages:
1. Awareness
2. Interest / Lead Capture
3. Consideration
4. Decision
5. Retention
Do not add or remove stages.
3. Funnel Performance Data
Here are the numbers I currently have (or estimates if exact data is missing):
Monthly website visitors: [number or estimate]
Leads / subscribers captured: [number]
Engaged leads (email opens, clicks, replies, etc.): [number or %]
Customers acquired: [number]
Retained customers / repeat buyers: [number or %]
Churn or drop-off indicators (if known): [describe]
If some data is missing, explain what should be measured to assess this
stage properly.
4. Funnel Gap Diagnosis
Based on the funnel structure and numbers:
Identify where the biggest funnel gaps are
Explain what a healthy funnel would look like at that stage
Explain what the current data suggests is going wrong
(e.g. low interest capture, poor nurturing, weak retention, low
awareness)
Be explicit about which transition is broken (e.g. Awareness → Interest).
5. Root Cause Hypotheses
For each identified gap:
List 2–3 likely causes
Clearly distinguish between:
Traffic problems
Messaging or positioning problems
Lead capture problems
Nurturing and engagement problems
Sales or retention problems
Avoid vague explanations.
6. Marketing Automation Opportunities
For each funnel gap, explain how marketing automation could help,
including:
What process should be automated
What would trigger the automation
What actions would happen automatically
What outcome this automation is expected to improve
Examples:
Better lead capture
Improved nurturing
Higher engagement
Better conversion
Increased retention
Focus on logic and flow, not tool-specific instructions.
7. Metrics to Validate Improvements
For each funnel gap, define:
Key metrics to monitor after automation is implemented
What improvement would indicate success
How often these metrics should be reviewed
8. Prioritization
Based on impact and effort:
Rank funnel gaps from highest to lowest priority
Explain which gap should be tackled first and why
Output Requirements
Use clear section headings
Keep explanations practical and realistic
Assume this analysis will be used to guide real implementation
Avoid theory-only answers
Marketing Automation Tools:
Hubspot/ keap/ Klaviyo / Marketo / Salesforce / ConvertKit / mailchimp /
Activecampaign
Typically allow you to host your data (contact list, companies….)
Can execute activities natively (send emails, create tasks, update CRM
records, etc.)
Designed for day- to -day use by non-technical teams(marketing, sales
support)
When Picking up a tool make sur:
Easly connects to the other tools u r using (specially the CRM)
Helps with every step in ur journey (Sales, marketing, support)
Easy to use to your team.
Within ur budget
Grow your bus. if you expand.
[Link]
AI Marketing Automation Tools
Zapier, make, n8n, Lindy, Relevance AI, Gmloop
Don’t act as a database. They move and transfer data between tools
that do store it
Relies on connected toolsto actually do things like sending emails,
hosting forms or storing contacts.
Often used byr operations, automation specialist or tech savy
marketers