Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Application Programming Interface (API)
An Application Programming Interface (API) allows different software systems to communicate and share data seamlessly.
Artifical Intelligence (AI)
Artificial intelligence (AI) refers to technologies that simulate human cognition to analyse data, predict outcomes, and automate decisions.
Chatbot
A chatbot is an AI-powered or rule-based tool that interacts with website visitors in real time to answer questions.
Customer data platform (CDP)
A customer data platform (CDP) unifies data from multiple systems, such as CRMs, web analytics, email, and product usage, into a single profile.
Customer relationship management (CRM)
A CRM is a centralised platform that tracks customer interactions, sales activities, and marketing engagement. It serves as the single source of...
Dynamic content
Dynamic content refers to digital assets that automatically adapt based on a user’s profile, behaviour, or stage in the buying journey.
Large language model (LLM)
A large language model (LLM) is an advanced form of AI trained on extensive text datasets to understand, interpret, and generate natural language.
Lead enrichment
Lead enrichment enhances captured lead data by adding additional context, like company, role, or technology use, via third-party sources or APIs.
Lead nurturing
Lead nurturing builds relationships with prospects through ongoing, relevant communication until they’re ready to buy.
Lead scoring
Lead scoring is the process of assigning numerical values to leads based on how closely they align with an ICP and how they behave across digital...
Machine learning (ML)
Machine learning (ML) is a subset of AI that enables systems to identify patterns and make predictions without explicit programming.
Marketing automation platform (MAP)
A marketing automation platform (MAP) automates repetitive marketing tasks such as email sends and lead scoring.
Natural language processing (NLP)
Natural language processing (NLP) is a branch of artificial intelligence that enables machines to understand and interpret human language.
Nurture workflow
A nurture workflow is an automated sequence of marketing actions, such as emails or retargeting ads, designed to guide prospects through the funnel.
Pelago
Pelago is Mixology Digital’s AI buyer intelligence engine, designed to analyse first-party and intent data to optimise campaign performance.
Personalisation
Personalisation tailors content, messaging, and experiences to the specific needs or behaviours of an audience segment (or even an individual).
Progressive nurturing
Progressive nurturing builds relationships through sequenced, context-aware engagement that evolves with each interaction.
Progressive profiling
Progressive profiling collects user information gradually over time instead of asking for all details up front.
Segmentation
Segmentation is the process of dividing a broad audience into smaller groups based on shared characteristics such as industry, company size, or...