CRM Marketing Automation Flashcards

What is 'account-based marketing' (ABM) in CRM?

Answer: A B2B strategy focusing marketing and sales resources on specific high-value target accounts

ABM concentrates coordinated marketing and sales efforts on specific high-value target accounts rather than casting a wide net.

What is 'conversion rate optimization' (CRO) in CRM marketing?

Answer: Systematically improving the percentage of visitors who complete desired actions (form fills, purchases)

CRO uses testing and analysis to improve the percentage of website visitors or email recipients who take desired actions like filling out a form or making a purchase.

What is 'customer journey mapping' in CRM marketing strategy?

Answer: Visualizing the complete path customers take from awareness through purchase and retention

Customer journey mapping visualizes every touchpoint and interaction a customer has with a company from first awareness to long-term retention.

What is 'marketing automation ROI' and how is it measured in CRM?

Answer: The financial return generated by marketing automation activities relative to their cost

Marketing automation ROI measures the revenue generated by automated marketing campaigns versus the total cost of the technology and execution.

What is 'personalization at scale' in CRM marketing automation?

Answer: Using CRM data and automation to deliver individually relevant experiences to large audiences simultaneously

Personalization at scale uses CRM data, dynamic content, and automation to deliver individually tailored marketing experiences to thousands of contacts simultaneously.

What is 'closed-loop marketing reporting' in CRM?

Answer: Connecting marketing activities to sales outcomes to show which marketing efforts generate actual revenue

Closed-loop marketing reporting connects marketing activities all the way through to revenue by linking CRM sales data with marketing campaign data.