A GUIDE TO MARKETING AUTOMATION ACRONYMS AND MORE!

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2 AQL: Automation Qualified Lead BT: Behavioral Targeting CPA: Cost per Acquisition CPL: Cost per Lead CPO: Cost per Opportunity CR: Conversion Rate CTA: Call to Action FT: First-touch attribution LTV: Lifetime Value MA: Marketing Automation MAL: Marketing Accepted Lead MAP: Marketing Automation Platform MT: Multi-touch attribution MQL: Marketing Qualified Lead RPM: Revenue Performance Management SAL: Sales Accepted Lead SFA: Sales Force Automation SGL: Sales Generated Lead SQL: Sales Qualified Lead SRL: Sales-Ready Leads TAL: Teleprospecting Accepted Lead TGL: Teleprospecting Generated Lead TQL: Teleprospecting Qualified Lead 2

3 GENERAL AND BUSINESS ACRONYM ABM: Account Based Marketing RFP: Request for Proposal AIDA: Attention/Awareness, Interest, ROI: Return on Investment Desire, Action RTD: Real Time Data B2B: Business to Business SaaS: Software as a Service B2C: Business to Consumer SLA: Service-level agreement BANT: budget, authority, need, timeline SMB: Small-Medium Business BI: Business Intelligence SME: Subject Matter Expert CPM: Cost Per Thousand SOV: Share of Voice SOW: Statement of Work or Scope of Work CRM: Customer Relationship Management ERP: Enterprise Resource Planning ETL: Extract, Transform, Learn/load KPI: Key Performance Indicator LOE: Level of Effort NPS: Net Promoter Score POS: Point of Sale QA: Quality Assurance SWOT: Strengths, Weaknesses, Opportunities, Threats TDD: Technical Design Document TOS: Terms of Service UAT: User Acceptance Testing WIIFM: What's in it for me YOY: Year over Year YTD: Year to Date 3

4 DIGITAL CPC: Cost Per Click CTOR: Click to Open Rate CTR: Click Through Rate DM: Direct Message ESP: Service Provider GA: Google Analytics GAW: Google AdWords ISP: Internet Service Provider PPC: Pay per Click PR: Page Rank PURL: Personalized URL PV: Page View RON: Run of Network ROS: Run of Site RSS: Really Simple Syndication RTB: Real Time Bidding SEM: Search Engine Marketing SEO: Search Engine Optimization SERP: Search Engine Results Page SMM: Social Media Marketing SMO: Social Media Optimization UGC: User Generated Content UI: User Interface UV: Unique Visitor UX: User Experience WYSIWYG: What you see is what you get 4

5 TECHIE AJAX: Asynchronous Javascript and XML API: Application Programming Interface ASP: Application Service Provider CMS: Content Management System CSS: Cascading Style Sheets DKIM: Domain Keys Identified Mail DNS: Domain Name System FTP: File Transfer Protocol HTML: HyperText Markup Language HTTP: HyperText Transfer Protocol IP: Internet Protocol OS: Operating System SPF: Sender policy framework URL: Uniform Resource Locator XML: Extensible Markup Language MARKETO MCC: Marketo Certified Consultant MCE: Marketo Certified Expert MFM: Marketo Financial Management RCA: Revenue Cycle Analytics RCE: Revenue Cycle Explorer RCM: Revenue Cycle Model RTP: Real-Time Personalization 5

6 ABOUT PERKUTO Perkuto implements, customizes and manages Marketo and Salesforce for businesses like yours. Perkuto has assembled a team of certified marketing automation consultants and process optimization experts to assist clients in all areas of marketing automation. Perkuto was cofounded in 2013 by Alexandre Pelletier, a Certified Marketo Expert and Certified Salesforce.com Administrator and Youcef Bouayad, a Lean Six Sigma Blackbelt. The vision for the company: eliminating waste in sales and marketing processes. Perkuto offers a wide range of services, including: Marketo implementation Marketing automation consulting Marketo API integration services Creative services Salesforce consulting Perkuto has also developed Digesto, a tool that makes it possible to use blog posts, or any other RSS feed, to create new content for Marketo campaigns. 6