Marketing, MarTech and GTM glossary
Plain-English definitions of the terms we use every day with B2B and consumer brands, with links to deeper guides.
- Customer engagement platform
- Customer data platform (CDP)
- Marketing automation
- Lead scoring
- MQL vs SQL
- Account-based marketing (ABM)
- DLT registration
- RFM segmentation
- North star metric
- Generative engine optimisation (GEO)
What is a customer engagement platform?
A customer engagement platform is software that sends personalised messages across push, in-app, email, SMS and WhatsApp based on how each user behaves. Examples include MoEngage, CleverTap, WebEngage and Braze.
Consumer apps and D2C brands use these platforms to onboard, retain and win back users with automated journeys.
Learn more: MoEngage vs CleverTap vs WebEngage · MarTech for consumer apps
What is a customer data platform (CDP)?
A customer data platform collects customer data from your website, app, CRM and other tools and joins it into a single profile for each customer.
Those unified profiles can then be used for segmentation, personalisation and campaigns in other tools. Bloomreach and Segment are common examples.
Learn more: MarTech automation services
What is marketing automation?
Marketing automation is the use of software to run repetitive marketing tasks automatically, such as sending emails, scoring leads, updating CRM records and moving contacts through journeys.
It lets small teams run personalised, timely campaigns at scale without manual work.
Learn more: Top 10 marketing automation tools · MarTech automation services
What is lead scoring?
Lead scoring is a method of ranking leads by how likely they are to buy, using points for fit (such as company size or role) and engagement (such as website visits or email clicks).
It helps sales teams focus on the leads most likely to convert.
Learn more: Lead scoring guide for HubSpot and Zoho
What is the difference between an MQL and an SQL?
A marketing qualified lead (MQL) is a lead that marketing judges ready for sales follow-up, usually based on fit and engagement. A sales qualified lead (SQL) is a lead that sales has reviewed and accepted as a real buying opportunity.
Clear MQL and SQL definitions keep marketing and sales aligned on what counts as a good lead.
Learn more: Lead scoring guide · GTM engineering
What is account-based marketing (ABM)?
Account-based marketing is a B2B strategy where sales and marketing target a defined list of high-value companies with personalised campaigns, instead of generating as many leads as possible.
It works best for high-value deals with several decision-makers.
Learn more: B2B ABM strategy guide · ABM and lead generation services
What is DLT registration in India?
DLT (Distributed Ledger Technology) registration is the TRAI requirement in India for businesses that send commercial SMS. Senders must register their entity, sender IDs (headers) and message templates on a telecom operator’s DLT platform.
Messages that do not match a registered template can be blocked.
Learn more: WhatsApp marketing automation in India
What is RFM segmentation?
RFM segmentation groups customers by Recency (how recently they bought), Frequency (how often they buy) and Monetary value (how much they spend).
It helps teams spot loyal customers, at-risk customers and those worth winning back, and is built into most engagement platforms.
Learn more: Customer retention strategies for consumer apps
What is a north star metric?
A north star metric is the single measure that best captures the value customers get from your product and predicts long-term growth, such as weekly active users or orders per customer.
It gives every team one shared goal to work towards.
Learn more: 10-step growth marketing framework · Growth marketing services
What is generative engine optimisation (GEO)?
Generative engine optimisation is the practice of making your content easy for AI tools such as ChatGPT, Perplexity, Gemini and Google AI Overviews to find, understand and cite in their answers.
It builds on technical SEO with clear structure, schema, entity signals and direct answers to questions.
Learn more: SEO and GEO services · Saaras GEO case study
Need help putting this into practice?
We set up the platforms, data and campaigns behind these terms for B2B and consumer brands.