The marketing technology landscape is vast and constantly evolving. In 2025, Scott Brinker’s MarTech Landscape charted 15,384 solutions across dozens of categories, reflecting the explosive growth and complexity of the field.
From advertising to zero-party data, today’s marketers use a wide range of tools and strategies to connect with audiences, measure performance, and drive growth. This A to Z glossary introduces core concepts across the six primary domains of martech:
- Advertising and Promotion
- Content and Experience
- Social and Relationships
- Commerce and Sales
- Data
- Management
Whether you are refining your current stack or exploring new capabilities, this resource will help you understand the terminology that shapes modern marketing technology.
The A to Z of Marketing Technology
A
Advertising
Paid media activities that promote products, services, or content across digital and offline channels.
B
Behavioral Targeting
Using observed actions such as page views and clicks to deliver more relevant content or ads.
C
Commerce
Capabilities that enable transactions, catalog and pricing, payments, marketplaces, and order management.
D
Data
Information collected from many sources to inform strategy, personalization, activation, and measurement.
E
Experience
The perception and interaction a customer has with your brand across all touchpoints.
F
Funnel Analytics
Tracking progression and conversion across stages to locate friction and improve outcomes.
G
Governance
Policies and controls that keep data, content, and operations compliant with privacy, security, and brand standards.
H
Headless CMS
A content system that separates content management from presentation so you can publish to many channels.
I
Identity Resolution
Connecting identifiers across devices and channels to recognize the same person or account.
J
Journey Mapping
Visualizing customer steps, needs, and friction points to guide content, offers, and timing.
K
Knowledge Management
Organizing, governing, and delivering content and documentation so teams can create, find, and reuse assets at scale.
L
Lead Scoring
Ranking prospects using fit and engagement signals to focus effort where conversion is most likely.
M
Management
The oversight and coordination of marketing technology, processes, budgets, and teams.
N
Nurture Campaigns
Sequenced communications that build trust and move prospects toward action with timely relevance.
O
Omnichannel Orchestration
Coordinating content, offers, and timing so experiences stay consistent across channels.
P
Promotion
Activities that create awareness and interest through offers, distribution, and partnerships.
Q
Query Builder
A user interface that lets marketers filter and segment data without writing code.
R
Relationships
Ongoing connections with audiences through service, community, and value that lead to loyalty.
S
Sales Enablement
Processes and tools that help sales teams engage buyers with the right content, context, and next steps.
T
Tag Management
Implementing and governing client-side tracking and pixels without frequent code releases.
U
Unified Customer Profile
A consolidated record that merges identifiers and attributes to represent one person or account.
V
Voice of Customer
Capturing and analyzing customer feedback and sentiment to inform improvements.
W
Web Analytics
Measuring site interactions such as sessions, events, and paths to understand behavior and performance.
X
XML Feed
Structured data used to share product or content information with external systems and platforms.
Y
Yield Optimization
Adjusting mix, pacing, and pricing to maximize revenue or return from marketing inventory.
Z
Zero-Party Data
Information customers intentionally share, such as preferences and goals, that guides personalization.