WellPlan Glossary — CRM, Marketing & Lead Generation Terms
Plain-language definitions of 30+ essential terms across messaging, CRM, marketing automation, lead generation, email, SMS, and AI — with concrete examples and how each one ties back to WellPlan.
Use this as a quick reference. Each entry includes a short definition, a worked example, and related pages.
Messaging
(6)WhatsApp Business API
A Meta-owned messaging API that lets medium and large businesses send and receive WhatsApp messages programmatically at scale.
Read definitionBusiness Solution Provider (BSP)
A Meta-approved company authorized to provide WhatsApp Business API access and onboarding to other businesses.
Read definitionMessage Template
A pre-approved WhatsApp message format used to start conversations or message users outside the 24-hour session window.
Read definitionOpt-in
A user's explicit permission to receive marketing or transactional messages from a business on a given channel.
Read definitionSession Window (24-hour)
A 24-hour period after a user messages your business in which you can reply freely on WhatsApp without using a template.
Read definitionOmnichannel Messaging
A unified approach where customer conversations across email, SMS, WhatsApp, social DMs, and chat live in one connected experience.
Read definitionCRM & Sales
(6)Customer Relationship Management (CRM)
Software and processes for managing every interaction a business has with leads and customers across the lifecycle.
Read definitionSales Pipeline
A visual representation of where each open deal sits in your sales process, from first contact to closed-won or closed-lost.
Read definitionLead Scoring
Assigning a numeric value to each lead based on demographic fit and engagement to prioritize sales follow-up.
Read definitionLead Qualification (MQL / SQL)
The process of judging whether a lead is ready for marketing nurture (MQL) or direct sales outreach (SQL).
Read definitionSpeed to Lead
The elapsed time between a lead expressing interest and a sales rep making first contact.
Read definitionCustomer Lifecycle
The full journey of a relationship with a customer, from awareness through advocacy, broken into measurable stages.
Read definitionMarketing Automation
(7)Marketing Automation
Software that automates repetitive marketing tasks like email sends, segmentation, lead scoring, and multi-step campaigns.
Read definitionDrip Campaign
A pre-scheduled sequence of messages sent to a contact over time, usually triggered by a single event like a signup.
Read definitionWorkflow Trigger
The event or condition that starts an automated workflow — for example, a form submission, tag added, or deal stage change.
Read definitionSegmentation
Dividing your contact list into groups based on shared attributes or behavior so messaging can be tailored to each.
Read definitionLead Magnet
A free resource — ebook, checklist, template, webinar — offered in exchange for a visitor's contact details.
Read definitionA/B Testing
Comparing two versions of a page, email, or ad against the same audience to see which performs better on a chosen metric.
Read definitionBehavioral Trigger
An automation that fires in response to something a contact does — a page view, an opened email, an abandoned cart.
Read definitionLead Generation
(5)Landing Page
A standalone web page built around a single goal — usually capturing a lead or converting a visitor into a buyer.
Read definitionSales Funnel
The multi-step path a visitor follows from first awareness to purchase, often modeled as a series of pages and emails.
Read definitionConversion Rate
The percentage of visitors or recipients who take a desired action, like submitting a form or buying.
Read definitionLead Capture Form
A form on a landing page, popup, or chat widget that collects contact details and pushes them into a CRM.
Read definitionChatbot
An automated chat program that converses with website or messaging-app visitors to answer questions and capture leads.
Read definitionEmail & SMS
(4)Transactional Email
An email triggered by a specific user action — receipts, password resets, order updates — sent one-to-one.
Read definitionSMS Marketing
Sending promotional or transactional text messages to opted-in contacts over the mobile phone network.
Read definitionBounce Rate
The percentage of sent emails that fail to reach the recipient's inbox, split into hard and soft bounces.
Read definitionClick-Through Rate (CTR)
The percentage of recipients (or impressions) that clicked a link, used for emails, ads, and SMS campaigns.
Read definitionAI
(2)AI Voice Agent
An AI-powered phone agent that can take or place calls, hold a natural conversation, and complete tasks like booking or qualification.
Read definitionAI Chatbot
A chatbot powered by a large language model that can hold open-ended conversations grounded in a business's own content.
Read definitionSee these concepts in action
Book a 30-minute walkthrough — we'll show you how WellPlan turns these ideas into a working pipeline, automation, and conversation flow for your business.