Marketing Glossary of Terms

Active List

A dynamic list of contacts that automatically updates as individuals meet (or no longer meet) a defined set of criteria.

A list that automatically includes contacts who haven’t engaged with any newsletter emails in the past 90 days, and removes them if they re-engage.

Automation 

A predefined action or series of actions triggered by a behavior that runs automatically across HubSpot tools such as email, workflows, or list updates without manual intervention.

When an individual fills out a form to register for an event or webinar and is automatically sent a confirmation email, without anyone on the team needing to send it manually.

Contact

A CRM record representing an individual who has interacted with the business, storing data such as name, company, email, and activity history.

A person who fills out a form on your website, a current client managed in HubSpot, or a vendor your team communicates with would all be stored as contacts in HubSpot.

Filter

A tool used to segment records, such as contacts or companies, based on specific conditions or criteria. 

Narrowing down a contact list to include only contacts who are in New York and have opened a marketing email in the last 90 days.

Marketing Contact

A contact stored in HubSpot who is designated to receive marketing emails, such as newsletters.

A contact who has submitted a form to sign up for a newsletter.

Marketing Qualified Lead

A contact who has been moved into the MQL lifecycle stage in HubSpot due to some interaction with marketing content.

i.e., becoming a lead through submitting a “Contact Us” form on the website, converting via a marketing email, or registering for a webinar.

A contact who submits an inquiry form on the website, signaling to the Growth Team that they are ready for outreach.

Opt-Ins

When a contact voluntarily submits their email address and expects to receive marketing communications as a result.

Checking off a box to receive marketing emails.

Personalization

The use of a contact's stored data to dynamically customize marketing content so that each recipient receives messaging relevant to them specifically.

An email that opens with “Dear [contact name]”.

Segmentation

A group of contacts defined by shared characteristics, typically created in HubSpot using lists and filters.

Segments can be active or static lists.

Grouping contacts who work in Technology in San Francisco into a segment. 

Static List

A list of contacts that meet a certain criteria at the time the segment is created.

Creating a list of contacts who have not opened an initial campaign email in order to target them with a follow-up email.

Suppression List

A segment intentionally excluded from receiving a specific email or campaign to ensure the right people are receiving the right communications.

Creating a list of contacts who have not opened or clicked a marketing email in the past 90 days and adding that list to the “Don’t send to” field when sending an email.