Glossary Of Marketing Terms | Marketing, Copy, Design.

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A/B Testing: A/B Testing is where you create two versions of a landing page, webpage, email subject line, etc. to see which one performs better. When doing an A/B Test you should change only one thing between each of the versions, then you can really see what is making a difference. There are lots of tools you can use to help create, serve, and analyse A/B Tests.

I have a ‘slightly’ unpopular opinion on A/B testing emails though – If you have 1,000 people on your list and you do an A/B test with an email – you are actually only asking 500 people if the email works for them!

Analytics: Analytics in marketing refers to the process of collecting, analyzing, and interpreting data about the effectiveness and efficiency of marketing campaigns and strategies. It involves using tools and techniques to measure and evaluate various aspects of marketing efforts, such as website traffic, social media engagement, email campaigns, and advertising performance. The goal of analytics in marketing is to improve the effectiveness of marketing campaigns and to better understand the behavior and preferences of target audiences. By analyzing data, marketers can identify trends, patterns, and insights that can help them make informed decisions about marketing strategies, tactics, and budgets.

There are lots of Analytics tools, Google Analytics is one of the most popular for websites – And free. Analysing data enables you to identify meaningful patterns in the behaviour of your audience and the relevance of your content. The data can come from website traffic, conversions, social media, etc. Many companies choose to base their strategy on their analytics with a Data-Driven Design approach.

Annual Recurring Revenue (ARR): Annual Recurring Revenue (ARR) is a financial metric that represents the predictable and recurring revenue that a business expects to receive on an annual basis from its customers. It is typically used by subscription-based businesses, such as software-as-a-service (SaaS) companies, to measure the stability and growth of their revenue streams.
To calculate ARR, a business will take the total amount of revenue that it expects to receive from its customers in a given year and divide it by the number of months in that year. For example, if a business expects to receive $100,000 in revenue from its customers in a year, and there are 12 months in that year, the ARR would be $8,333.33.
ARR is an important metric for businesses because it provides a clear picture of the predictable and recurring revenue that they can expect to receive over time. It can be used to forecast future revenue and to assess the health and stability of a business’s revenue streams.

Artificial intelligence (AI): Artificial intelligence (AI) is the ability of a machine or computer system to perform tasks that would normally require human intelligence, such as learning, problem solving, decision making, and language understanding.

AI is usually a bit of a misnomer although in recent years has become quite sophisticated. Artificial Intelligence started off as decision trees but has developed into big data processing and Machine Learning, where a computer or software system tries to replicate aspects of human intellect to make decisions or complete tasks. Systems can recognise images, respond to prompts and can have visual or voice interfaces that can process inputs and outputs in an intelligent way, with accuracy and speed.

There are several types of AI, including:
Weak AI, also known as narrow AI, is designed to perform a specific task and cannot perform other tasks outside of its capabilities.
Strong AI, also known as general AI, is designed to be able to perform any intellectual task that a human being can. It is currently not possible to create strong AI, and it remains an area of active research and development.
Supervised learning involves training an AI model on a labeled dataset, where the correct output is provided for each example in the dataset.
Unsupervised learning involves training an AI model on an unlabeled dataset, where the model must find patterns and relationships in the data on its own.
Reinforcement learning involves training an AI model through trial and error, where the model receives rewards for taking certain actions and punishments for taking others.
AI has the potential to revolutionize many industries and change the way we live and work. It is being applied in a variety of fields, including healthcare, finance, transportation, and education. However, it also raises ethical concerns, such as the potential for job displacement and the need for responsible use of the technology.

BANT: BANT is a sales acronym that stands for Budget, Authority, Need, and Timeline. It is a framework that sales teams can use to qualify leads and determine whether they are ready to move forward with a sale.

Here is what each letter in the acronym stands for:
Budget: Does the potential customer have the financial resources to make a purchase?
Authority: Does the potential customer have the authority to make a purchase decision?
Need: Does the potential customer have a need for the product or service being offered?
Timeline: Is the potential customer ready to make a purchase in the near future?

Using the BANT framework can help sales teams focus their efforts on leads that are most likely to close, rather than spending time on leads that may not be ready to make a purchase. It can also help sales teams gather information about potential customers and tailor their sales pitch accordingly.

Blog / Blogging: A blog (short for “web log”) is a type of website that features regularly updated content, known as “blog posts.” Blog posts are typically written in a conversational style and can be about a wide range of topics, including personal experiences, current events, news, politics, technology, and more. Like my Blog here.
Today most website owners from Individuals, startups, small businesses, and large multinational corporations write articles or have featured guest writers, to publish interesting, practical, thought leadership, or creative entertaining content, regularly on their website.
Blog posts are good for SEO and help drive website traffic. They build authority in niches and help engage with audiences to drive leads and convert sales opportunities.

Blogs are typically run by an individual or a small group of people, and they often allow readers to leave comments or interact with the blogger in other ways. Many blogs also have a “blogroll” or list of links to other blogs that the blogger follows or recommends.

Blogs can be used for a variety of purposes, such as sharing personal thoughts and experiences, promoting a business or product, providing information and resources on a particular topic, or building a community around a shared interest. Some blogs are monetized through advertising, sponsored content, or by selling products or services.

Blogging: Blogging is the act of creating and publishing content on a blog. A blog is a type of website that features regularly updated content, known as “blog posts.” Bloggers write blog posts about a wide range of topics, including personal experiences, current events, news, politics, technology, and more. Bloggers typically use a conversational style in their writing and may include images, videos, and other multimedia elements in their posts.

Blogging can be a hobby or a profession, and it can be used for a variety of purposes, such as sharing personal thoughts and experiences, promoting a business or product, providing information and resources on a particular topic, or building a community around a shared interest. Some bloggers monetize their blogs through advertising, sponsored content, or by selling products or services.

Blogging has become an important part of the online landscape and has helped to democratize the creation and distribution of information. Many bloggers have built large followings and have become influential voices in their respective industries or communities.

BOFU: BOFU is an acronym that stands for Bottom of the Funnel. In marketing and sales, the bottom of the funnel (BOFU) refers to the final stage of the customer journey, when a potential customer is actively considering making a purchase.
At the bottom of the funnel, the customer has already done their research and is now comparing different options to make a decision. Marketing and sales efforts at this stage should focus on convincing the customer to choose the company’s product or service over competitors.
Tactics that can be used to reach potential customers at the bottom of the funnel include personalized messaging, product demos, case studies, and special offers or discounts. The goal of BOFU marketing and sales efforts is to convert leads into paying customers.

Bounce Rate: Bounce rate is a metric that reflects the percentage of visitors to a website who leave the site after viewing only a single page. It is often used to measure the effectiveness of a website in engaging and retaining visitors.
A high bounce rate can indicate that a website is not providing a good user experience or that it is not meeting the needs of its visitors. Factors that can contribute to a high bounce rate include slow loading times, confusing navigation, irrelevant or low-quality content, and a poor overall design.
On the other hand, a low bounce rate can indicate that a website is providing a good user experience and that visitors are finding what they are looking for on the site. A low bounce rate can also be a sign that a website is effectively converting visitors into customers or leads.
Bounce rate is an important metric to track because it can provide insights into the effectiveness of a website and help identify areas for improvement.

Brand: A brand is the unique identity of a product, service, or company. It includes elements such as the name, logo, tagline, and visual appearance of a business, as well as the values and personality that it represents.
A strong brand can help a business differentiate itself from competitors, build customer loyalty, and increase the value of its products or services. It can also help a business establish a strong presence in the market and communicate the benefits of its offerings to potential customers.
In addition to visual elements, a brand also includes the experiences and interactions that customers have with a business. This includes things like customer service, product quality, and the overall reputation of the business. Building a strong brand requires consistent and intentional efforts to create a positive and memorable customer experience.

Brick & Mortar Business: A brick and mortar business is a traditional physical storefront that sells products or services to customers in person. These businesses typically have a physical location, such as a store or office, where customers can visit to browse and purchase products or receive services.
Brick and mortar businesses are a common type of retail operation, and they can include stores that sell physical goods, such as clothing, electronics, and home goods, as well as service-based businesses, such as salons, restaurants, and professional services firms.
Brick and mortar businesses can have a number of advantages, including the ability to establish a physical presence in a community and build relationships with customers. They can also provide an opportunity for customers to see and touch products in person and receive immediate service or assistance. However, they also have some challenges, such as the need to manage the costs of maintaining a physical location and the potential for competition from online retailers.

B2B: B2B stands for Business-to-Business. It refers to a type of commerce or trade that occurs between businesses, rather than between a business and a consumer.
B2B transactions often involve the sale of goods or services that are used as inputs or components in the production process of other goods or services. For example, a company that manufactures clothing may purchase fabric, buttons, and other materials from other businesses to use in the production of its clothing.
B2B markets can be highly specialized and complex, with businesses often engaging in long-term relationships and contracts. B2B sales and marketing strategies can be different from those used in B2C (Business-to-Consumer) transactions, as they may involve a longer sales cycle and a greater focus on building relationships and trust with other businesses.

B2C: B2C stands for Business-to-Consumer. It refers to a type of commerce or trade that occurs between a business and a consumer.
B2C transactions involve the sale of goods or services directly to consumers for their personal use. Examples of B2C businesses include retail stores, restaurants, and service providers such as hair salons and fitness centers.
B2C marketing and sales strategies often focus on creating a positive customer experience and building brand loyalty. These strategies may include efforts such as advertising, social media marketing, email marketing, and customer relationship management.
B2C businesses typically operate in a highly competitive environment, as they are often competing with other businesses for the same customers. To be successful, they must be able to effectively reach and engage their target audience and offer high-quality products or services at competitive prices.

Buyer Persona: A buyer persona is a fictional character that represents a company’s ideal customer. It is based on research and data about the characteristics, behaviour, and needs of the company’s target audience.
A buyer persona is used as a tool to help a company understand and communicate with its target audience more effectively. It can be used to inform marketing and sales strategies, as well as product development and customer service efforts.
Creating a buyer persona involves gathering and analyzing data about the characteristics, behaviour, and needs of the target audience. This can include things like demographics, goals, challenges, and purchasing habits. The information gathered is then used to create a detailed and realistic portrayal of the ideal customer.
Having a clear and accurate understanding of the buyer persona can help a company more effectively target its marketing efforts and create products and services that meet the needs of its customers.

CTA: CTA is an acronym that stands for Call-to-Action. In marketing and advertising, a call-to-action (CTA) is a phrase or button that prompts the reader or viewer to take a specific action, such as making a purchase, signing up for a newsletter, or downloading a resource.
CTAs are often used in marketing materials, such as emails, websites, and social media posts, to encourage the reader to take a desired action. They can be in the form of a button, a link, or a phrase that encourages the reader to “click here,” “sign up,” or “learn more.”
The purpose of a CTA is to convert readers or viewers into leads or customers by encouraging them to take a specific action that moves them further along the sales funnel. CTAs are an important part of any marketing or advertising campaign, as they help to guide the customer towards a desired outcome.

Churn: Churn is a term used to describe the rate at which customers stop doing business with a company or cancel their subscriptions. It is often used in the context of subscription-based businesses, such as software-as-a-service (SaaS) companies, but it can also apply to other types of businesses.
Churn can be calculated by dividing the number of customers who cancel their subscriptions or stop doing business with the company in a given period of time by the total number of customers at the beginning of that period. For example, if a company has 100 customers at the beginning of the month and 10 of them cancel their subscriptions by the end of the month, the churn rate for that month would be 10%.
High churn rates can be a problem for businesses because they can lead to a decline in revenue and profitability. Therefore, it is important for businesses to monitor their churn rates and identify strategies to reduce churn and retain customers. This can include things like improving the customer experience, offering incentives for customer loyalty, and addressing customer complaints or issues promptly.

Click-Through-Rate (CTR): CTR is an acronym that stands for Click-Through Rate. In the context of digital marketing, CTR is a metric that reflects the percentage of people who click on a link or advertisement out of the total number of people who view it. It is often used to measure the effectiveness of online advertising campaigns.
For example, if an advertisement is displayed 100 times and clicked on 10 times, the CTR would be 10%. A high CTR can indicate that an advertisement is well-targeted and relevant to the audience, while a low CTR can indicate that the advertisement is not resonating with the audience or is not being seen by the right people.
CTR is an important metric to track because it can provide insights into the effectiveness of an online advertising campaign and help identify areas for improvement. It is often used in combination with other metrics, such as conversion rate and cost per acquisition, to assess the overall performance of a campaign.

Cold Outreach: Cold outreach is a marketing and sales strategy that includes cold leads, cold lists, cold emails, and cold calls as related terms, Cold outreach involves reaching out to potential customers who have not yet expressed any interest in a company’s products or services. Cold outreach can be an effective way to generate new leads, but it can also be challenging, as potential customers may not be familiar with the company and may be more resistant to sales pitches. As a result, it is important for businesses to carefully plan their cold outreach efforts and to use targeted, personalized messaging to try to engage potential customers.
A contact who has never engaged with your content, or spoken to you before is a Cold Lead, (a Warm or Hot Lead is one who is ready to buy). Therefore a Cold list is a list of prospects who have not shown any interest before – these need to be nurtured until they are ready to buy – and a Cold Email/Call is an email or phone call to a cold lead.
A cold lead is a potential customer who has not yet expressed any interest in a company’s products or services. This person may not be familiar with the company and may not have had any previous interactions with it.
A cold list is a list of potential customers who are not familiar with a company and have not had any previous interactions with it. This list is often used to target potential customers through marketing efforts such as email or direct mail campaigns.
A cold email is an email that is sent to a potential customer who has not expressed any interest in a company’s products or services. Cold emails are often used as a way to introduce a company and its offerings to potential customers.
A cold call is a phone call that is made to a potential customer who has not expressed any interest in a company’s products or services. Cold calls are often used as a way to introduce a company and its offerings to potential customers, or to gather information about a potential customer’s needs and interests.

Comparative Advertising: A marketing message that compares you to a competitor or industry norm. Used to highlight your unique USP/differentiator some great examples in my Swipefile like this price comparison one.
Comparative advertising is a type of advertising that compares a company’s products or services directly to those of its competitors. This can be done through the use of specific product or brand names, or through more general comparisons of features or benefits. The goal of comparative advertising is to show how a company’s products or services are superior to those of its competitors and to encourage potential customers to choose the advertised product or service over others.
Comparative advertising can be an effective way for a company to differentiate itself from its competitors and communicate the unique value of its offerings. However, it can also be controversial, as it may be perceived as negative or confrontational. As a result, companies must ensure that their comparative advertising is accurate, fair, and not misleading, and follow relevant laws and regulations. In some cases, comparative advertising may be restricted or prohibited by law.

Content / Content Marketing: Content is any written, visual, audio or video information on your website created to inform, educate, or influence your target audience. Therefore Content Marketing is using this content to engage with your target audience. Probably the most popular form of Content Marketing is a blog.
Content marketing is a strategy that involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. The goal of content marketing is to drive profitable customer action, such as making a purchase or filling out a contact form.
Here’s how content marketing works:
Know your audience: The first rule of copywriting is to know your audience. Consider their age, interests, goals, and pain points, and create content that speaks directly to them.
Keep it simple: Use clear, concise language that is easy to understand. Avoid using jargon or overly complex sentence structures.
Make it actionable: Your content should encourage the reader to take a specific action, whether it’s making a purchase, filling out a form, or signing up for a newsletter. Be sure to clearly communicate what you want the reader to do and make it easy for them to take that action.
Use strong headlines: Headlines are crucial for grabbing the reader’s attention and enticing them to read on. Use strong, descriptive headlines that clearly convey the value of your content.
Use formatting to your advantage: Use formatting techniques such as bolding, bullet points, and headings to break up your content and make it easier to read. This will help keep the reader engaged and improve the overall readability of your content.
Test and optimize: Test different versions of your content to see which performs best. Use A/B testing to try out different headlines, calls to action, and other elements of your copy to see what works best.
By following these steps, you can effectively use content marketing to attract and engage your target audience, ultimately driving profitable customer action.

Copywriting: Copywriting is the process of creating written content that is designed to persuade, inform, or educate an audience. Here are some rules of copywriting that can help you create effective written content:
Know your audience: The first rule of copywriting is to know your audience. Consider their age, interests, goals, and pain points, and create content that speaks directly to them.
Keep it simple: Use clear, concise language that is easy to understand. Avoid using jargon or overly complex sentence structures.
Make it actionable: Your content should encourage the reader to take a specific action, whether it’s making a purchase, filling out a form, or signing up for a newsletter. Be sure to clearly communicate what you want the reader to do and make it easy for them to take that action.
Use strong headlines: Headlines are crucial for grabbing the reader’s attention and enticing them to read on. Use strong, descriptive headlines that clearly convey the value of your content.
Use formatting to your advantage: Use formatting techniques such as bolding, bullet points, and headings to break up your content and make it easier to read. This will help keep the reader engaged and improve the overall readability of your content.
Test and optimize: Test different versions of your content to see which performs best. Use A/B testing to try out different headlines, calls to action, and other elements of your copy to see what works best.
By following these rules of copywriting, you can create compelling, persuasive content that effectively communicates your message to your audience.

Content Management System (CMS): A Content Management System is software used to build your website, popular CMS are WordPress, Joomla, Drupal, Magento, Wix, etc.
A content management system (CMS) is a software application or set of related programs that are used to create and manage digital content. CMSes are typically used for enterprise content management (ECM) and web content management (WCM).
ECM is the systematic collection, storage, and organization of information that is important to an organization. This can include documents, images, videos, and other types of content. ECM systems are used to manage the entire lifecycle of this content, from creation to archiving or deletion.
WCM is the process of creating, publishing, and managing digital content for the public-facing portion of a website. WCM systems allow users to create and publish new content, and make updates to existing content, without requiring technical knowledge of HTML or other web programming languages.
Some examples of CMSes include WordPress, Joomla, and Drupal. These systems are often used to power websites and blogs, but they can also be used to manage other types of digital content, such as online stores, forums, and social networking sites.

Conversion: A conversion is when a prospect or visitor completes the CTA – Converts. It can be any action. It doesn’t need to be a sale. If they fill in a form, download a piece of content, watch a video, etc this can be considered a conversion.
In marketing, conversion refers to a specific action that a customer takes in response to a marketing campaign or message. The goal of a marketing campaign is often to encourage conversions, which can take many different forms depending on the specific objectives of the campaign. Some common types of conversions include:
Making a purchase: This is perhaps the most common type of conversion in marketing. A purchase conversion occurs when a customer buys a product or service from a company.
Submitting a form: Many marketing campaigns seek to gather information from potential customers, such as their name, email address, or phone number. Submitting a form is a common conversion action in these cases.
Signing up for a newsletter: Many companies use newsletters as a way to stay in touch with potential customers and keep them informed about new products and promotions. Signing up for a newsletter is a common conversion action.
Downloading an app: Some marketing campaigns seek to encourage potential customers to download a company’s app, which can be a useful way to keep in touch with them and promote products and services.
Viewing a specific webpage: In some cases, a marketing campaign may seek to drive traffic to a specific webpage, and a conversion might be defined as viewing that webpage.
The goal of any marketing campaign is to maximize conversions, as these actions represent tangible results that can help a company achieve its business objectives. Marketing professionals use a variety of tactics and strategies to try to increase conversions, including testing different messaging and design elements, segmenting their audience, and using targeted marketing efforts.

Conversion Rate: The conversion rate is the percentage of people who take the desired action, and convert. So, the total number of visitors divided by the number of converted gives you the conversion rate.
The conversion rate in marketing is the percentage of visitors to a website or other marketing channel who take a desired action, such as making a purchase or filling out a form. It is calculated by dividing the number of conversions by the total number of visitors, and is expressed as a percentage.
For example, if a website has 100 visitors in a given period and 10 of those visitors make a purchase, the conversion rate would be 10%.
The conversion rate is an important metric in marketing, as it helps businesses understand the effectiveness of their marketing efforts and identify opportunities for improvement. A higher conversion rate typically indicates that a marketing campaign is successful at converting visitors into customers, and that the website or marketing channel is effectively meeting the needs and expectations of its audience. On the other hand, a low conversion rate may indicate that there are issues with the website or marketing campaign that are preventing visitors from converting, and that changes may be needed to improve performance.
Marketing professionals often use a variety of tactics and strategies to try to increase conversion rates, including testing different messaging and design elements, segmenting their audience, and using targeted marketing efforts.

Conversion Rate Optimization (CRO): The tweaks and improvements made to an offer or page element to increase the conversion rate.
Conversion rate optimization (CRO) is the process of improving the percentage of website visitors who take a desired action on a website. This desired action could be anything from making a purchase, filling out a form, or signing up for a newsletter. The goal of CRO is to increase the number of conversions on a website, which can have a positive impact on a business’s revenue and overall success.
CRO involves analyzing website data, testing different design and copy elements, and implementing changes based on the results of these tests. This process helps businesses identify and fix issues that may be preventing visitors from converting, and find ways to improve the user experience and encourage more conversions.
CRO can be applied to any type of website, and is especially useful for e-commerce sites, lead generation sites, and sites with a specific call to action. It is an important part of any digital marketing strategy, as it helps businesses maximize the return on their investment in website traffic.

Cost Per Click (CPC): Cost per click (CPC) is a term used in digital marketing to describe the cost of a single click on an advertisement. It is a common pricing model used in paid search advertising, where advertisers pay each time someone clicks on one of their ads.
To calculate CPC, an advertiser divides the total cost of an ad campaign by the number of clicks the campaign received. For example, if an ad campaign costs $100 and receives 100 clicks, the CPC would be $1.
CPC is an important metric for advertisers because it can help them determine the effectiveness and profitability of their ad campaigns. A high CPC can indicate that an ad campaign is not performing well or that the target audience is not engaging with the ads. On the other hand, a low CPC can indicate that an ad campaign is performing well and that the ads are resonating with the target audience. Advertisers can use CPC data to optimize their ad campaigns and improve their return on investment (ROI).

Customer Acquisition Cost (CAC): CAC Customer Acquisition Cost (or CPA) is how much you need to spend to acquire a new customer. And CPL is how much you need to spend for a new lead.
This is usually calculated retrospectively or budgeted for based on existing data. For every campaign or marketing activity, you should consider the cost per lead, this obviously needs to be less than the revenue generated by a sale, as it tells you if it is worth doing.
For example, if you spend £1,000 attending an event or a campaign activity and you get 100 fresh leads it means your CPL is £10. If 10 of those leads become customers the CPA is £100. If the value of your product is only £100 you’re in trouble because every customer you acquire only generates enough to cover the cost of acquiring them. But you should always consider Customer LTV (Life Time Value)

Customer Relationship Management (CRM): CRM stands for Customer Relationship Management. It refers to the practices, strategies, and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving customer relationships and business outcomes.

A CRM is a Software tool that helps you record the details of leads and prospects. You should be able to add new data via forms on your website and segment the list to target specific groups with different messages. This is usually part of, or integrated with, a marketing automation system. but is usually focussed on the sales cycle, so will be customised depending on your sales cycle and include details of your sales activity, and contracts, and be used to log every email, call, and customer visit. Leading examples are Salesforce, Hubspot, dynamic and SugarCRM, there are so many options from Free to enterprise-priced CRM systems.

CRM systems and practices can be used to manage customer data, such as contact information, purchase history, and communication with the company. This information can be used to identify patterns and trends, and to create personalized customer experiences and marketing campaigns.
CRM can involve a range of activities, including customer segmentation, customer service, marketing, and sales. It can be used to improve customer loyalty, increase sales and revenue, and reduce costs. CRM can be implemented through the use of specialized software, or it can be a more manual process that involves tracking customer interactions and data in a spreadsheet or database.

Decision Maker: A decision maker is a person or group of people who are responsible for making decisions within an organization or group. Decision makers are typically responsible for evaluating options and choosing the best course of action based on the goals and needs of the organization or group.
Decision makers can have different levels of authority and influence depending on their position and role within the organization. For example, a CEO or president may have ultimate decision-making authority, while a department manager may only have authority to make decisions within their own department.
Decision makers may gather and analyze information from various sources, such as market research, customer feedback, and financial data, to inform their decision-making process. They may also consult with other stakeholders, such as employees, customers, or partners, before making a final decision.
The decision maker in the target company who holds the position of authority to make the final choice about buying your product or service. Usually in the C Suite, CXO is the decision maker in your marketing persona.

Demographics: In the context of marketing, demographics are characteristics of a population that are used to describe and classify consumers. These characteristics can include age, gender, income, education level, occupation, and geographic location, among others. Demographic information is often used to segment markets and tailor marketing efforts to specific groups of consumers.
For example, a company that sells high-end cosmetics may use demographics to target its marketing efforts at women in urban areas with high levels of disposable income. Alternatively, a company that sells children’s toys may use demographics to target its marketing efforts at families with young children.
Demographic information can be gathered through a variety of methods, including surveys, focus groups, and consumer data analysis. It is an important tool for businesses as it helps them understand their target audience and create marketing campaigns that are more likely to be effective.

Digital Marketing: A collective term for email marketing, content marketing, social media marketing, PPC SEO, SEM, etc. Any marketing activity which takes place online.
Digital marketing is the use of digital channels and technologies to promote and sell products or services. It is a broad term that encompasses a wide range of marketing activities, including search engine optimization (SEO), content marketing, social media marketing, email marketing, pay-per-click (PPC) advertising, and more.
The goal of digital marketing is to reach and engage customers through online channels, and to convert those interactions into sales or other desired actions. Digital marketing allows businesses to reach a wider audience than traditional marketing methods, and to target specific groups of consumers with precision. It also provides businesses with the ability to track and analyze the effectiveness of their marketing efforts in real-time, which can help them make data-driven decisions and optimize their campaigns for maximum impact.
Digital marketing is an essential part of any modern marketing strategy, as more and more consumers are using the internet to research and purchase products and services. By developing a strong digital marketing presence, businesses can reach new customers, build brand awareness, and drive sales.

Direct Competition: Direct competition refers to businesses that offer the same or similar products or services to the same target audience. These businesses are in direct competition with each other, as they are vying for the same customers and market share.
For example, if two companies both sell organic, fair-trade coffee, they would be considered direct competitors. Similarly, if two companies both offer web design services to small businesses, they would also be considered direct competitors.
Direct competition is an important factor for businesses to consider when developing their marketing and sales strategies. By understanding the competitive landscape and the strengths and weaknesses of their direct competitors, businesses can identify opportunities to differentiate themselves and better position themselves to capture market share.

Direct Mail: One of the early forms of B2C marketing, direct mail is still popular and effective today. Direct mail is written communication direct to a consumer where they live or at their place of work, through the mail. Usually segmented by demographics and geographical location, direct mail grew the industry of copywriting.

Direct mail is a form of direct marketing that involves sending physical marketing materials, such as brochures, flyers, or catalogs, to a targeted group of consumers through the mail. Direct mail campaigns can be used to promote a wide range of products or services and can be targeted to specific demographics or geographic areas.
Direct mail campaigns can be an effective way to reach potential customers because they allow marketers to send personalized and relevant messages to a targeted audience. Direct mail can also be an effective way to drive traffic to a website or physical location, such as a store or event.
To be effective, direct mail campaigns should be well-planned and carefully targeted to the right audience. They should also include a clear call-to-action that encourages the recipient to take a desired action, such as making a purchase or visiting a website. Direct mail can be a useful tool for businesses looking to reach potential customers and build brand awareness.

Direct Marketing: Direct marketing is a type of marketing that involves communicating directly with consumers to promote and sell products or services. It typically involves the use of targeted, personalized messaging and often includes a call to action, such as an invitation to make a purchase or request more information.
There are several different channels that can be used for direct marketing, including:
Direct mail: This involves sending promotional materials, such as brochures or catalogues, to potential customers through the mail.
Email marketing: This involves sending promotional emails to a list of potential customers.
Telemarketing: This involves making phone calls to potential customers to promote a product or service.
SMS marketing: This involves sending promotional text messages to potential customers.
Direct marketing can be an effective way to reach targeted audiences and generate leads, but it can also be perceived as intrusive or annoying by some consumers. As a result, it is important for businesses to carefully plan their direct marketing efforts and to respect consumers’ preferences and opt-out requests.

Discovery Call: A discovery call is a type of initial conversation between a company and a potential customer or client. The purpose of a discovery call is to gather information about the potential customer’s needs, goals, and challenges and to determine if there is a fit between the company’s products or services and the customer’s requirements.
Discovery calls are often used in the sales process to identify potential leads and to assess the feasibility of a sale. They can be an effective way for a company to learn more about a potential customer and to identify opportunities to add value or solve problems for the customer.
Discovery calls are typically conducted by sales representatives or account managers, and they may involve a variety of questions and conversation topics, such as the customer’s business objectives, current challenges, and potential areas for improvement. Discovery calls can be conducted in person, over the phone, or through video conferencing software.

Ebook: An ebook, short for “electronic book,” is a digital publication that can be read on electronic devices, such as computers, tablets, and smartphones. Ebooks are typically delivered in a digital format, such as PDF, EPUB, or MOBI, and can be read using specialized software or apps, such as Adobe Reader or Kindle.
Ebooks are a popular format for books and other types of written content, such as magazines, newsletters, and technical documents. They offer a number of advantages over traditional print books, including portability, convenience, and lower cost. Ebooks can be accessed and read on a wide range of devices and can be easily shared and distributed online.
Ebooks can be purchased from online retailers or downloaded from websites or libraries. They can also be self-published by authors or small publishers who want to reach a wider audience.

eBooks are a popular marketing asset, especially in B2B. They are often used as a lead magnet. eBooks are generally long-form pieces of content designed to be placed ‘gated’ behind a form to generate leads. You will still see most companies producing these, but they are becoming less effective due to overuse and competition to the shortening attention span of prospects.

eCommerce: Online stores and sales through websites are classified as Ecommerce – selling products digitally on the internet. Amazon, eBay, Shopify, & Etsy are popular examples.

eCommerce, or electronic commerce, refers to the buying and selling of goods and services over the internet. It includes a wide range of business models, from online retail websites to digital marketplaces to subscription-based services.
eCommerce has grown significantly in recent years, as more and more consumers are turning to the internet to shop and make purchases. It offers a number of benefits to both businesses and consumers, including convenience, a wider selection of products, and the ability to shop from anywhere with an internet connection.
For businesses, eCommerce provides a way to reach a wider audience and sell products or services online. It also offers the ability to track and analyze customer behaviour, which can be useful for improving the customer experience and identifying new opportunities for growth.
There are many different types of eCommerce businesses, including:
Online retail: This involves selling physical products through a company’s own website or through a third-party platform such as Amazon or eBay.
Digital marketplaces: These are online platforms that allow multiple sellers to offer their products for sale to a common audience.
Subscription-based services: These are businesses that offer access to digital content or services on a recurring basis, often for a monthly or annual fee.
Business-to-business (B2B) eCommerce: This involves the sale of goods or services between businesses, rather than to individual consumers.
eCommerce is an important part of the global economy and is expected to continue growing in the coming years.

Email List: An email list is a collection of email addresses that are used for the purpose of sending marketing or other communications to a group of people. Email lists are commonly used by businesses, organizations, and individuals to send newsletters, promotional offers, updates, and other types of information to subscribers.
Your Email list is probably the most important asset in your marketing stack. Users who have subscribed, signed up, opted into a free offer, or have shown an interest in your company and agreed to be on your list. As the saying goes ‘The money is in the list’.

To create an email list, a business or individual typically asks people to sign up to receive emails by providing their email address. This can be done through a website, a social media platform, or in person at events or other gatherings. Once someone has signed up for an email list, they will typically receive emails from the list owner on a regular basis.
Email lists can be segmented or targeted to specific groups of people based on a variety of criteria, such as location, interests, or purchase history. This allows businesses to tailor their messaging and offers to specific segments of their audience.
Email lists are an important tool for businesses and organizations, as they allow them to reach a large audience with targeted, personalized messaging. However, it is important to respect the privacy of email list subscribers and to follow relevant laws and regulations, such as the CAN-SPAM Act in the United States, and GDPR in the UK and Europe.

Email Marketing: When you promote your products and services to your audience via email. The most effective marketing channel.
Email marketing is a digital marketing technique that involves sending marketing messages or promotional offers to a list of email addresses. It is a way for businesses to reach out to their customers and potential customers and promote their products or services.
To engage in email marketing, a business will typically create an email list by asking people to sign up to receive emails. This can be done through a website, a social media platform, or in person at events or other gatherings. Once someone has signed up for an email list, they will typically receive emails from the list owner on a regular basis.
Email marketing can be an effective way for businesses to reach their audience, as it allows them to send targeted, personalized messages to a large group of people. It can also be a cost-effective way to promote products or services, as it does not require the same level of investment as other marketing channels.
However, it is important for businesses to respect the privacy of their email list subscribers and to follow relevant laws and regulations, such as the CAN-SPAM Act in the United States and GDPR in the UK and Europe. It is also important to carefully plan and execute email marketing campaigns, as poorly executed campaigns can result in low engagement or even harm a company’s reputation.

Engagement: A very important thing to keep at top of mind in marketing is Engagement. How do you keep prospects and customers interested in your brand and products and convert them into customers? By getting them to engage with you on social media, at events, your emails and your user community.
In marketing, engagement refers to the level of interaction and involvement that a customer has with a brand, product, or service. It is a measure of how much a customer is invested in a company and its offerings, and can be an important indicator of customer loyalty and satisfaction.
There are many different ways that a customer can engage with a brand, including:
Following a brand on social media
Subscribing to a brand’s newsletter
Participating in a brand’s loyalty program
Interacting with a brand’s content, such as by commenting on a blog post or sharing it on social media
Making a purchase or using a brand’s products or services
Marketing professionals often use a variety of tactics and strategies to try to increase customer engagement, including creating compelling content, running social media campaigns, and offering incentives or rewards for engagement. By increasing customer engagement, businesses can build stronger relationships with their customers and improve their chances of retaining them over the long term.

Engagement Rate: How popular or useful is a piece of content? We measure the likes, shares, comments or other interactions of each piece of content. Your content can be described as having a high or low engagement rate.
In marketing, engagement rate is a metric that measures the level of engagement that a piece of content or marketing campaign is receiving. It is calculated by dividing the number of interactions (such as likes, comments, or shares) by the number of impressions (the number of times the content has been seen) and is expressed as a percentage.
For example, if a Facebook post has 100 likes and 50 comments, and has been seen by 1,000 people, the engagement rate would be calculated as follows:
(100 likes + 50 comments) / 1,000 impressions = 150 / 1,000 = 15% engagement rate
The engagement rate is an important metric in marketing, as it helps businesses understand how well their content or campaigns are resonating with their audience. A high engagement rate typically indicates that a piece of content or campaign is successful at engaging and interacting with its audience, and may be more likely to achieve the desired results. On the other hand, a low engagement rate may indicate that the content or campaign is not resonating with its audience and may need to be revised or adjusted.
Marketing professionals often track and analyze engagement rates as a way to gauge the effectiveness of their marketing efforts and identify opportunities for improvement.

Evergreen Content: Evergreen is used to describe content that is relevant and useful to your audience not only now but in 2 years, 5 years, or 10 years. This content is timeless, high-quality information and as it is perpetually popular, offers huge SEO benefits.

Evergreen content is content that remains relevant and useful over an extended period of time, rather than being tied to a specific event or trend. It is called “evergreen” because it does not lose its value or relevance, much like an evergreen tree that remains green throughout the year.
Evergreen content can be a valuable asset for businesses, as it can attract and engage visitors to a website or social media account over a longer period of time. This can be particularly useful for driving traffic and generating leads, as evergreen content can continue to generate interest and engagement long after it is initially published.
Some examples of evergreen content include:
How-to guides and tutorials
Lists of tips or resources
Definitions of common terms or concepts
Historical or background information
Industry news or analysis
In contrast, non-evergreen content is content that is tied to a specific event or trend and is only relevant for a limited period of time. This type of content may be useful for generating short-term traffic or engagement, but it is not as likely to drive long-term value.

Forecasting: Forecasting in marketing refers to the process of predicting future market trends or outcomes based on past data and other relevant information.
Based on historical data, forecasting is a prediction of marketing and sales trends, costs or revenue, that are likely to occur in the future.
Marketing professionals use forecasting to make informed decisions about how to allocate resources and optimize their marketing efforts.
There are several different types of forecasting that can be used in marketing, including:
Sales forecasting: This involves predicting future sales volumes or revenues based on historical data, market trends, and other relevant factors.
Market demand forecasting: This involves predicting future demand for a product or service based on factors such as market size, competition, and consumer behaviour.
Market share forecasting: This involves predicting the future market share of a company’s products or services based on factors such as competition, pricing, and marketing efforts.
Forecasting can be a complex process, as it requires businesses to consider a wide range of variables and make educated guesses about future market conditions. However, it is an important tool for businesses, as it helps them make informed decisions about their marketing strategies and allocate resources effectively.
To create accurate forecasts, businesses typically use a combination of quantitative and qualitative data, as well as expert judgment. They may also use specialized tools and techniques, such as market research, statistical analysis, and machine learning algorithms.

Geographic Segmentation: Remember that all-important list of prospects or customers? Geographic Segmenting is separating your audience into groups based on their location.
Geographic segmentation is a marketing technique that involves dividing a market into smaller groups based on geographic location. This can be done at different levels, from global regions to local neighborhoods.
Geographic segmentation is used to tailor marketing efforts to specific groups of consumers based on their location. It allows businesses to identify and target groups of consumers who are most likely to be interested in their products or services, and to customize their messaging and offers to meet the needs and preferences of these groups.
There are several different factors that can be used to segment a market geographically, including:
Country or region: This involves dividing the market into different countries or regions, such as North America, Europe, or Asia.
State or province: This involves dividing the market into smaller geographic areas within a country, such as states or provinces.
City or metropolitan area: This involves dividing the market into smaller geographic areas within a state or province, such as cities or metropolitan areas.
Postal code or neighborhood: This involves dividing the market into even smaller geographic areas, such as postal codes or neighborhoods.
Geographic segmentation can be an effective way for businesses to reach specific groups of consumers and tailor their marketing efforts to local needs and preferences. However, it is important for businesses to carefully consider their target market and segmentation strategy, as different geographic areas may have different economic, cultural, and demographic characteristics that could impact the effectiveness of their marketing efforts.

Google Tag Manager (GTM): GTM stands for Google Tag Manager. It is a free tool offered by Google that allows users to quickly and easily add tracking and marketing tags to their website without having to modify the website’s code.
Google Tag Manager is designed to simplify the process of implementing tracking and marketing tags on a website. It allows users to manage all of their website tags in one place, using a user-friendly interface. This makes it easier to add, modify, and remove tags as needed, without the need for technical expertise or the help of a developer.
Google Tag Manager is commonly used to implement tracking and analytics tags, such as Google Analytics, as well as marketing and advertising tags, such as retargeting and conversion tracking tags. It can be used by businesses of all sizes and can be integrated with a wide range of marketing and analytics tools.

Go To Market (GTM) Strategy: A go-to-market (GTM) strategy is a plan for introducing a new product or service to the market and achieving success in the market. It outlines the steps and resources needed to bring a product or service to market and achieve the desired market adoption and revenue goals.
A GTM strategy typically includes elements such as target market segmentation, positioning and messaging, pricing, distribution channels, and marketing and sales efforts. It should also take into account the competitive landscape and any unique challenges or opportunities that may impact the product or service’s success in the market.
Developing a GTM strategy is an important step in the product development process, as it helps a company understand how to best reach and engage its target audience and achieve its business objectives. A well-crafted GTM strategy can help a company maximize its chances of success in a crowded and competitive market.

Hashtag: The Hashtag was developed to help users find related content through a common keyword phrase. It is written without spaces, with a # in front of it. # was chosen as it was not used in any other commands. It is now popular on Social media platforms to help put your content in front of the right audience.
A hashtag is a word or phrase preceded by the symbol “#” that is used to identify and categorize social media posts. Hashtags are commonly used on platforms such as Twitter, Instagram, and Facebook as a way to group together and make it easier to find related posts.
For example, if someone posts a picture of their cat on Instagram and includes the hashtag #catsofinstagram, anyone searching for that hashtag will be able to find the post, along with other posts that include the same hashtag.
Hashtags can be used for a variety of purposes, including:
Categorizing content: Hashtags can be used to group together posts that are related to a specific topic or theme. This can make it easier for people to find content that is of interest to them.
Generating engagement: By using popular hashtags, businesses and individuals can increase the visibility of their posts and potentially generate more engagement from their followers.
Monitoring conversations: By following specific hashtags, businesses and individuals can track and monitor conversations and trends related to their industry or interests.
Hashtags are an important tool for businesses and individuals to connect with their audience and participate in online conversations. However, it is important to use hashtags appropriately and not to spam or abuse them, as this can damage a company’s reputation and credibility.

Inbound Marketing: Inbound marketing is a marketing strategy that focuses on attracting, engaging, and delighting customers through relevant, valuable, and informative content. It is designed to attract potential customers to a company’s website or other online presence, and to convert them into customers through a variety of tactics and techniques.
In contrast, to outbound marketing, which involves actively reaching out to customers through methods such as advertising and cold calling, inbound marketing is focused on attracting customers through content that is valuable and relevant to their needs and interests.
Some common tactics used in inbound marketing include:
Content marketing: This involves creating and sharing valuable, informative, and relevant content, such as blog posts, ebooks, webinars, and podcasts, to attract and retain a clearly defined audience.
Search engine optimization (SEO): This involves optimizing a website or other online presence to rank higher in search engine results, which can help attract more qualified traffic to the site.
Social media marketing: This involves using social media platforms, such as Facebook, Twitter, and Instagram, to engage with potential customers and build relationships with them.
Email marketing: This involves sending targeted and personalized emails to a list of subscribers to promote products or services and build relationships with them.
Inbound marketing can be an effective way for businesses to attract and retain customers, as it allows them to build trust and credibility with their audience through valuable and informative content.

Infographic: An infographic is a popular and visual type of content that is usually used to explain facts in a way that is easy to understand.
An infographic is a visual representation of information or data, designed to present complex information in a clear and concise way. Infographics are commonly used to communicate information quickly and effectively, and are often used in marketing, journalism, and education.
Infographics can be used to convey a wide range of information, including statistics, trends, comparisons, and processes. They typically use a combination of text, images, and graphic elements, such as charts and diagrams, to communicate information visually.
Infographics can be effective at capturing attention and conveying information quickly, as they are easy to understand and often more engaging than plain text. They can also be shared on social media and other platforms, which can help to increase the reach and impact of the information.
To create an infographic, a designer or marketer typically starts by gathering data and information on a topic, and then organizes and presents that information in a visually appealing and effective way. This may involve using design software such as Adobe Illustrator or Canva to create the final product.

Keyword: A Keyword is a specific word or phrase that describes what your content is about or that your target audience is searching for (related to what you offer). There are several ways to identify relevant keywords for your product or service, Unsurprisingly this is called keyword research.
The Dictionary tells us:
keyword /ˈkiːwəːd/ noun plural noun: keywords
a word or concept of great significance. “homes and jobs are the keywords in the campaign”a word used in an information retrieval system to indicate the content of a document.
a significant word mentioned in an index. “keywords entered by the indexer”
So in the context of digital marketing Keywords are the words and phrases that people type into search engines to find what they’re looking for. (not just words)
For example, if you were a man looking to buy Jeans, you might go to google and type “Discount Men’s Blue Jeans”. Even though that phrase consists of more than one word, it’s still a keyword.

Key Performance Indicator (KPI): A KPI, or key performance indicator, is a metric used to measure the performance of a business, department, or individual against a specific goal or objective. KPIs are used to track progress and identify areas for improvement and are often used to assess the effectiveness of a business’s strategies and tactics.
There are many different types of KPIs, and the specific metrics used will depend on the goals and objectives of the business or organization. Some common types of KPIs include:
Financial KPIs: These metrics measure financial performance, such as revenue, profit, and return on investment (ROI).
Marketing KPIs: These metrics measure the effectiveness of marketing efforts, such as website traffic, conversion rate, and lead generation.
Sales KPIs: These metrics measure the performance of the sales team, such as the number of sales, average deal size, and close rate.
Customer satisfaction KPIs: These metrics measure customer satisfaction and loyalty, such as net promoter score (NPS) and customer retention rate.
KPIs are an important tool for businesses, as they allow them to track progress and identify areas for improvement. However, it is important to choose the right KPIs and to track them regularly, as the wrong KPIs can lead to the wrong conclusions and misinformed decisions.

Landing Page: A page on your website that is usually promoted in an email, social post or ad. It usually contains a form that prospects will fill out and exchange their personal information for a lead magnet or offer.
A landing page is created specifically for the purpose of a marketing or advertising campaign. It is designed to direct the visitor to take a specific action, such as filling out a form, making a purchase, or downloading a resource.
Landing pages are an important tool for businesses, as they allow them to create targeted, focused experiences for their audience. They can be used to promote a specific product or service, or to capture leads for a newsletter or other marketing efforts.
To create an effective landing page, it is important to focus on the following elements:
Headline: The headline should be clear and attention-grabbing, and should clearly communicate the benefit of the product or service being promoted.
Copy: The copy should be concise and to the point, and should explain the value of the product or service and how it will benefit the user.
Images: The images used on the landing page should be relevant and eye-catching, and should help to convey the value of the product or service.
Form: The form should be prominently placed on the page and should be easy to fill out. It should ask for only the information that is necessary to complete the desired action.
Call to action: The call to action (CTA) should be clear and prominent, and should clearly communicate the desired action and the benefits of taking that action.
By focusing on these elements, businesses can create landing pages that are effective at converting visitors into customers or leads.

Lead: In marketing, a lead is a potential customer who has shown interest in a company’s products or services and may be a good fit for the business. Leads can come from a variety of sources, including website forms, social media, trade shows, and email campaigns.
All your marketing activity is focused on generating sales or leads. A lead is an individual or a company that has shown interest in your products or services. Leads can be either cold or hot and can be classified as MQL (Marketing Qualified Lead) or SQL (Sales Qualified Lead).

Lead Generation: The process of generating leads is an important part of the sales and marketing process, as it helps businesses identify and connect with potential customers. Once a lead has been generated, it is typically the responsibility of the sales team to follow up and try to convert the lead into a customer.
To generate leads, businesses typically use a variety of tactics and techniques, including:
Creating compelling content: This can include blog posts, ebooks, webinars, and other types of content that provide value to the reader and encourage them to take further action.
Offering incentives: This can include offering free trials, discounts, or other incentives to encourage people to provide their contact information.
Using social media: This can include using social media platforms, such as Facebook and LinkedIn, to connect with potential customers and engage with them.
Running email campaigns: This can include sending targeted and personalized emails to a list of subscribers to promote products or services and encourage them to take further action.
Lead generation is an important part of the sales and marketing process, as it helps businesses identify and connect with potential customers who may be interested in their products or services.

Lead Nurturing: Lead nurturing is the process of building relationships with potential customers, or leads, who have expressed an interest in your product or service but are not yet ready to make a purchase. The goal of lead nurturing is to keep the lead engaged with your company and move them further down the sales funnel, eventually turning them into paying customers.
Lead nurturing typically involves sending targeted emails or other forms of communication to leads over a period of time, with the aim of providing them with valuable information, answering their questions, and addressing any objections they may have. This can include sending educational content, case studies, demos, or other types of content that is relevant to the lead’s interests and needs.
Lead nurturing is important because it helps to keep leads engaged and interested in your company, which can increase the likelihood that they will eventually become customers. It can also help to improve the overall customer experience, as it allows you to provide personalized and relevant content to leads, which can build trust and establish your company as a trusted resource.

Lead Qualification: Lead qualification is the process of evaluating and identifying the leads that are most likely to become customers. It involves analyzing a lead’s characteristics, such as their industry, job title, company size, and location, to determine whether they are a good fit for your product or service.
Not every lead you get will become a customer. So, all leads need to be qualified to determine whether they fit your criteria of a customer and whether you fit their needs as a product or service.
The goal of lead qualification is to identify the leads that have the highest potential to convert into paying customers so that you can prioritize your efforts and allocate your resources more effectively. By focusing on the most qualified leads, you can increase the efficiency of your sales process and improve the overall return on investment for your marketing efforts.
There are several factors that can be used to qualify leads, and the specific criteria will depend on your business and the characteristics of your target market. Some common factors that are often used to qualify leads include:
Budget: Do the lead’s budget and purchasing power align with the price of your product or service?
Authority: Does the lead have the authority to make purchasing decisions for their company?
Need: Does the lead have a need for your product or service?
Timing: Is the lead ready to make a purchase now, or do they need to wait until a later time?
By evaluating these and other factors, you can determine which leads are most likely to become customers and allocate your resources accordingly.

Lifetime customer value (LCV): Lifetime customer value (LCV) is a metric that reflects the total value that a customer is expected to generate for a company over the course of their relationship with the company. It is calculated by multiplying the average value of a customer’s purchases by the number of purchases they are expected to make over a given period of time, such as a year or the lifetime of the customer relationship.
LCV is an important metric for businesses because it helps them understand the potential value of a customer over time and make informed decisions about how to allocate resources and optimize their marketing efforts. For example, a company may decide to invest more in acquiring and retaining customers with a high LCV, as these customers are likely to generate more revenue over time.
LCV can be used to inform a wide range of business decisions, including marketing strategy, customer retention efforts, and pricing strategy. It is an important metric for businesses to track and optimize in order to maximize the value of their customer relationships.

MOFU: MOFU is an acronym that stands for Middle of the Funnel. In marketing and sales, the middle of the funnel (MOFU) refers to the stage of the customer journey where a potential customer is considering their options and gathering information about different products or services.
At the middle of the funnel, the customer has identified a need or problem and is looking for solutions. Marketing and sales efforts at this stage should focus on educating the customer and helping them understand the benefits and value of the company’s product or service.
Tactics that can be used to reach potential customers at the middle of the funnel include content marketing, email campaigns, social media advertising, and webinars. The goal of MOFU marketing and sales efforts is to move leads further down the funnel towards a purchase decision.

Margin: Your Margin is the profit gained from your product or service after all expenses for selling it are taken off.
In business, margin refers to the difference between the cost of a product or service and the price at which it is sold. It is a measure of the profitability of a product or service, and is often expressed as a percentage.
For example, if a company sells a product for $100 and the cost of goods sold (COGS) is $80, the margin would be 20%. This can be calculated by dividing the difference between the price and the COGS ($100 – $80 = $20) by the price ($100) and multiplying by 100:
Margin = ($100 – $80) / $100 x 100 = 20%
Margin is an important measure of profitability because it indicates how much of the sales price is left over after the cost of goods sold has been paid. A higher margin means that a company is able to generate more profit from each sale, which can help to improve the overall financial performance of the business.
There are several factors that can impact margin, including the cost of goods sold, the price of the product or service, and competition in the market. Companies can strive to increase their margin by finding ways to reduce the cost of goods sold, such as by negotiating better prices with suppliers, or by increasing the price of their products or services.

Marketing Automation: Marketing automation refers to the use of software and technology to automate marketing tasks and processes. The goal of marketing automation is to streamline and optimize marketing efforts, allowing companies to reach and engage with their target audience more effectively.
An absolute ‘must have’ these days, Marketing Automation tools let you “automate” your marketing campaigns. Nurture leads, Drip Campaigns, and more. Automation lets you send the right marketing messages to the right people at the right time. Typically AM tools feature an Autoresponder, CRM, Email and Landing page builder, funnel or campaign builder, and range from free to enterprise. Examples are Mailchimp, HubSpot, Pardot, Sendgrid, Mautic (Open Source), etc.
Marketing automation can be used for a variety of tasks, including email marketing, social media marketing, lead generation, and customer segmentation. It can also be used to track and analyze marketing metrics, such as website traffic, conversion rates, and customer engagement.
Some common features of marketing automation software include email campaigns, lead scoring, lead nurturing, customer segmentation, and analytics. These tools can help companies to automate repetitive tasks, such as sending emails or posting to social media, freeing up time and resources that can be used for more strategic activities.
Marketing automation can be a valuable tool for businesses of all sizes, as it can help to improve the efficiency and effectiveness of marketing efforts, while also providing insights and data that can inform decision-making. However, it is important for businesses to carefully consider their needs and goals before implementing marketing automation, as it can require a significant investment of time and resources to set up and maintain.

Market Penetration: A metric or a strategy used to review performance or sell more of an existing product within the current markets it is being sold in. Can be expressed as a percentage. e.g. 15% market penetration in the UK.
Market penetration is a measure of how much a company’s product or service is being used within a particular market. It is typically expressed as a percentage, and is calculated by dividing the number of customers or units sold by the total number of potential customers in the market.
For example, if a company has 100 customers in a market with a total of 1,000 potential customers, the market penetration would be 10%. This can be calculated as follows:
Market Penetration = Number of Customers / Total Potential Customers x 100
= 100 / 1,000 x 100
= 10%
Market penetration is an important indicator of a company’s success in a particular market, as it shows how much of the available market has been captured. A company with a high market penetration is typically considered to be well-established and successful in that market. On the other hand, a company with a low market penetration may have opportunities for growth and may need to focus on marketing and sales efforts in order to increase its share of the market.

Market Research: Market research is the process of gathering, analyzing, and interpreting data about a market, product, or service in order to understand the needs, preferences, and behaviors of customers. The goal of market research is to inform business decisions and help companies develop effective marketing strategies.
This is an extremely important activity for a new company, product, or campaign. Detailed research of the target market, competitors and potential customers allows you to make good business decisions.
Market research can take many forms, including surveys, focus groups, interviews, and online analytics. It can be conducted using both primary and secondary sources of data. Primary data is collected directly from customers or other stakeholders through methods such as surveys or focus groups. Secondary data, on the other hand, is information that has already been collected and published by other sources, such as government agencies, trade associations, or market research firms.
Market research is an important tool for businesses of all sizes, as it helps to identify opportunities, assess customer needs and preferences, and measure the effectiveness of marketing campaigns. By gathering and analyzing data about the market, businesses can make informed decisions about product development, pricing, promotion, and distribution.

Marketing: Marketing is the way you promote your products, services, or brand, to your target audience.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
Marketing involves identifying the needs and wants of potential customers, and developing products or services that meet those needs. It also involves communicating the value of those products or services to potential customers through various marketing channels, such as advertising, social media, email, and events.
Marketing is an important function of any business, as it helps to create awareness of the company’s products or services, attract new customers, and generate revenue. It is a key aspect of the overall business strategy, as it helps to align the company’s offerings with the needs and desires of its target market.
There are many different approaches to marketing, and the specific tactics used will depend on the nature of the product or service being marketed, the target audience, and the overall business goals. Some common marketing activities include advertising, public relations, social media marketing, content marketing, email marketing, and search engine optimization (SEO).

Marketing Qualified Lead (MQL): A Marketing Qualified Lead (MQL) refers to a potential customer who has demonstrated an interest in a company’s products or services and has reached a level of engagement that indicates they are more likely to make a purchase.
MQLs are typically generated through marketing efforts, such as email campaigns, website visits, or social media engagement. They are typically further along in the sales funnel than leads that have only expressed initial interest in a company’s products or services.
MQLs are typically passed on to the sales team for further qualification and follow-up. The goal of marketing is to generate MQLs that are likely to become paying customers, and sales teams are responsible for converting MQLs into actual sales.
MQLs are an important metric for businesses to track because they provide insight into the effectiveness of marketing efforts and help identify potential customers who are more likely to make a purchase.

Monthly Recurring Revenue (MRR): Monthly recurring revenue (MRR) is a metric that reflects the predictable and recurring revenue that a business generates on a monthly basis. It is typically used by subscription-based businesses, such as software-as-a-service (SaaS) companies, to measure the stability and growth of their revenue streams.
MRR is calculated by multiplying the number of paying customers by the average monthly revenue per customer. For example, if a company has 100 paying customers and the average monthly revenue per customer is $100, the MRR would be $10,000.
MRR is an important metric for businesses to track because it provides insight into the stability and predictability of their revenue streams. It is also a useful metric for comparing the growth of different businesses or for tracking the performance of a business over time.

Niche Market or Business: A niche market or business is a specific segment of the market that focuses on a particular product or service, or serves a specific group of customers. Niche markets are smaller and more specialized than the broader market and therefore may be less competitive.
Niche markets can be found in a wide range of industries and can be based on various factors, such as location, demographics, interests, or needs. For example, a niche market might be a group of outdoor enthusiasts who are interested in high-quality camping gear, or a group of pet owners who are looking for natural and organic pet food.
Niche businesses often have a specific target audience and focus on meeting the unique needs or interests of that audience. They may have a competitive advantage over larger, more generalized businesses because they can offer more specialized products or services that are tailored to the needs of a particular market segment.
Niche markets and businesses can be a good opportunity for entrepreneurs and small businesses to find a foothold in a crowded and competitive market and to differentiate themselves from larger competitors.

Onboarding: Onboarding in a software as a service (SaaS) company refers to the process of introducing new customers to the company’s software product and helping them get started using it. This typically involves providing training and support to help the customer understand how to use the software, as well as how to access and navigate the various features and functions it offers.
The goal of product onboarding is to help the customer quickly and effectively start using the product to meet their needs, and to ensure that they are able to get the most value out of it. This may involve providing training materials, support resources, or one-on-one assistance to help the customer get up to speed with the product. It may also involve working with the customer to customize the product to meet their specific needs, and to provide ongoing support as needed to help them continue using the product effectively over time.
Product onboarding is an important part of the customer journey, and can help improve customer satisfaction and retention by ensuring that customers are able to effectively use and benefit from the product. It can also help to identify any challenges or issues that customers may be experiencing with the product, and provide an opportunity to address and resolve these issues to improve the customer experience.

Pay Per Click (PPC): Pay per click (PPC) is a digital advertising model in which advertisers pay a fee each time one of their ads is clicked. It is a way of buying visits to your site, rather than attempting to “earn” those visits organically.
In PPC advertising, advertisers create online ads and choose specific keywords that they believe users will search for. When a user searches for one of those keywords, the advertiser’s ad may appear at the top or bottom of the search results page. If the user clicks on the ad, the advertiser pays a fee to the search engine or advertising platform. The fee is typically based on the bid that the advertiser has placed for the specific keyword, with higher bids resulting in higher ad placements and more traffic to the advertiser’s website.
PPC advertising can be an effective way for businesses to reach their target audience and drive traffic to their website. It allows businesses to target specific keywords and demographics, and to measure the results of their advertising efforts through metrics such as clicks, impressions, and conversions. However, it can also be competitive and requires careful planning and management to be effective.
This method of charging for online ads is where you only pay when someone “clicks” on your ad, not when they see it (Impressions). You can read more about PPC here.

Public Relations (PR): Public relations (PR) refers to the practice of managing the spread of information between an organization and its stakeholders. PR professionals work to build and maintain relationships with the media, stakeholders, and the public, and to communicate the organization’s message in a positive and effective way.
PR involves a range of activities, including media relations, crisis management, corporate communications, and social media management. PR professionals may also be responsible for creating and distributing press releases, writing and editing content for the organization’s website and social media channels, and developing and implementing PR campaigns to promote the organization and its products or services.
The goal of PR is to enhance the reputation and image of an organization and to build trust and credibility with its stakeholders. PR professionals use various tactics and strategies to communicate with their audience, including traditional media outlets such as newspapers, magazines, and television, as well as digital channels such as social media and online news websites.

Responsive Design: Responsive design is a web design approach that ensures that a website’s layout and content are optimized for viewing on any device, regardless of screen size or resolution. Responsive design uses flexible layouts, images, and other elements that adjust and rearrange themselves automatically to fit the size and orientation of the user’s device.
The goal of responsive design is to provide a seamless and consistent user experience across all devices, from desktop computers to smartphones and tablets. This is important because more and more people are accessing the internet from a wide range of devices, and it’s important for websites to be accessible and easy to use on all of them.
To create a responsive design, web designers and developers use a combination of HTML, CSS, and JavaScript to create flexible layouts and elements that can adjust to different screen sizes and resolutions. They also use media queries, which allow them to apply different styles to a website based on the characteristics of the user’s device, such as its screen size, orientation, and resolution.

Return On Investment (ROI): Return on Investment (ROI) is a financial metric that measures the profitability of an investment. It is calculated by dividing the net profit or benefit of an investment by the cost of the investment and expressing the result as a percentage.
For example, if you invest $100 in a stock share and earn a net profit of $50, your ROI would be 50%. If you had invested $100 in a different stock and earned a net profit of $30, your ROI would be 30%.
ROI is often used to compare the efficiency of different investments and to help determine which investments are likely to provide the highest returns. It is an important consideration for businesses and individuals when deciding where to allocate their resources, and can help them make informed decisions about which investments are likely to be most profitable.

Measuring the ROI on marketing efforts is a good way to assess what is worth doing and ensure you’re putting your money into the strategies that bring results.
In Marketing it is a way to measure the success of your campaign or activity (or product development). The investment you make in marketing, sales activity, or product development should generate a profit of greater value. If the ROI on investment is negative, it generally means you’re losing money on that endeavour.

Referral: In marketing, a referral refers to a customer or client who recommends a product or service to someone else. Referrals can be an effective marketing strategy because they are often more credible and trustworthy than traditional advertising, as they come from a real person who has firsthand experience with the product or service.
There are various ways that businesses can encourage referrals, including offering incentives or rewards for customers who refer new business, implementing referral programs, and simply asking for referrals directly. Many businesses also use referral marketing software or platforms to track and manage referrals, and to provide customers with an easy way to refer their friends and colleagues.
Referral marketing can be an effective way for businesses to gain new customers and increase brand awareness, as it leverages the power of word-of-mouth recommendations. It can also help to build trust and credibility with potential customers, as they are more likely to trust recommendations from people they know.
So a referral is a prospect or lead generated from someone who is an existing customer, an associated company, an affiliate or from a social media platform, or website linking to yours.

Sales Funnel: A sales funnel is a graphical representation of the customer journey from initial awareness of a product or service to the final purchase. It is a way of visualizing the different stages that a customer goes through on their way to making a purchase, and helps businesses understand how to guide potential customers through the process.
The Sales funnel covers the entire sales process as a whole from – Awareness to Ambassador – from prospect to paying customer – and encompasses all the marketing and sales processes. See TOFU, MOFU, BOFU above.

The stages of a typical sales funnel include:
Awareness: This is the first stage of the funnel, where potential customers become aware of a product or service.
Interest: In this stage, potential customers show interest in the product or service and may start researching it further.
Decision: At this stage, the potential customer is considering whether or not to make a purchase.
Action: This is the final stage of the funnel, where the customer makes a purchase or takes some other desired action.
The goal of a sales funnel is to move potential customers through these stages and ultimately convert them into paying customers. By understanding the customer journey and identifying any roadblocks or bottlenecks in the funnel, businesses can optimize their marketing and sales efforts to increase conversions.

Search Engine Optimization (SEO): Search engine optimization (SEO) is the process of improving the visibility and ranking of a website in search engine results pages (SERPs). SEO involves making changes to the website’s design, content, and other factors that influence its ranking in search results, with the goal of improving its visibility and attracting more traffic from search engines like Google.
There are various techniques that can be used to improve a website’s ranking in search results, including optimizing the website’s content and meta tags (title and description tags), building high-quality backlinks from other websites, and making sure the website is mobile-friendly and has a fast loading speed.
The goal of SEO is to increase the quantity and quality of traffic to a website from search engines, and to improve the user experience of the website. By making sure a website is visible and easy to find in search results, businesses can attract more potential customers and increase their visibility online. SEO is an important part of any digital marketing strategy, as it helps businesses to be more discoverable by their target audience and to reach more potential customers.

Smarketing: Smarketing is a term used to describe the alignment and collaboration between a company’s sales and marketing departments. The goal of smarketing is to ensure that both teams are working towards a common set of goals, using a shared understanding of the customer journey and a consistent set of messaging and branding.
Effective smarketing requires close communication and coordination between the sales and marketing teams, as well as a shared understanding of the target audience and customer needs. By aligning their efforts, companies can create a more seamless experience for customers and increase the chances of successful conversions.
Some specific tactics that can be used to improve smarketing include:
> Setting shared goals and metrics
> Creating a customer-centric content strategy
> Establishing a lead-scoring system
> Sharing customer insights and feedback
> Collaborating on sales and marketing campaigns
Smarketing can be a powerful tool for improving the efficiency and effectiveness of a company’s sales and marketing efforts, and is an important part of any comprehensive growth strategy.

Social Media: Social media refers to online platforms and services that allow people to communicate and share information, ideas, and content with each other. Some of the most popular social media platforms include Facebook, Instagram, Twitter, LinkedIn, and TikTok.
Social media helps users to connect and companies to engage with their target audiences. Marketers can use these networks to increase awareness, grow their customer base and achieve business goals. There is also a lot of negativity around social media and the pressures it imposes on young people and the often fake realities of life and wealth that are portrayed.
Social media platforms offer a wide range of features and functions, including the ability to create and share text, images, videos, and other types of content; to connect and communicate with friends, family, and other users; to discover and follow new content and accounts; and to participate in online communities and groups.
Social media has become an important part of people’s personal and professional lives, and it has also become a powerful marketing and communication tool for businesses. Companies can use social media to reach and engage with their target audience, promote their products or services, and build their brand and reputation. Social media can also be used for customer service, market research, and gathering feedback from customers.

S.W.O.T. Analysis: A SWOT analysis is a strategic planning tool that helps businesses identify their strengths, weaknesses, opportunities, and threats. It is a way of evaluating a company’s internal and external environment, and is often used to assess the feasibility of a new project or business venture.
The acronym SWOT stands for:
Strengths: Internal factors that give a company an advantage over its competitors, such as a strong brand, skilled employees, or proprietary technology.
Weaknesses: Internal factors that may inhibit a company’s ability to compete effectively, such as a limited budget, poor customer service, or outdated equipment.
Opportunities: External factors that could provide a company with new growth opportunities, such as market trends, changes in consumer behavior, or new technology.
Threats: External factors that could pose a risk to a company’s success, such as competition, regulatory changes, or economic downturns.

To conduct a SWOT analysis, a company would typically start by identifying its strengths and weaknesses, and then consider the opportunities and threats in its external environment. This information can then be used to inform strategic planning and decision-making, and to identify areas where the company can improve or leverage its resources.

Structured Query Language (SQL): SQL (Structured Query Language) is a programming language used to manage and manipulate data stored in relational database management systems (RDBMS). SQL is a standard language for interacting with databases, and it is used to create, modify, and query databases, as well as to control access to the data stored in them.
SQL is a powerful and flexible language that is used in a wide range of industries and applications. It is commonly used by businesses to manage and analyze large amounts of data, and it is also used by software developers to build database-driven applications.
To use SQL, you need to have access to a database management system (DBMS) that supports SQL. There are many different DBMSs available, including open-source and commercial systems, and they provide a range of features and functions for managing and working with data. SQL is a powerful tool for working with data, and it is used by database professionals, data analysts, and developers to extract, manipulate, and analyze data from databases.

Sales Qualified Lead (SQL): A Sales Qualified Lead (SQL) is a potential customer who has shown enough interest in a company’s product or service to warrant further attention from the sales team. An SQL is typically someone who has engaged with the company in some way, such as by filling out a form on the company’s website, attending a webinar or event, or requesting more information about the product or service.
The criteria for what constitutes an SQL can vary depending on the company and the industry, but generally, an SQL is someone who has demonstrated a level of interest and engagement that makes it likely they will become a paying customer. For example, an SQL might be someone who has requested a demo of the product, downloaded a trial version, or expressed a clear need for the product or service.
The goal of identifying and nurturing SQLs is to help the sales team focus their efforts on the most promising leads and to increase the likelihood of making a sale. By identifying and prioritizing SQLs, businesses can more effectively allocate their resources and streamline the sales process.

TOFU: TOFU is an acronym that stands for Top of the Funnel. In marketing and sales, the top of the funnel (TOFU) refers to the initial stage of the customer journey, when a potential customer is just becoming aware of a need or problem and is starting to consider potential solutions.
At the top of the funnel, the customer is not yet ready to make a purchase, but they are interested in learning more about different products or services that might be able to solve their problem. Marketing and sales efforts at this stage should focus on generating awareness and interest in the company’s product or service, rather than trying to make a sale.
Tactics that can be used to reach potential customers at the top of the funnel include brand awareness campaigns, social media marketing, search engine optimization (SEO), and paid advertising. The goal of TOFU marketing and sales efforts is to attract leads and move them further down the funnel towards a purchase decision.

Unique Selling Point (USP): A USP, Unique Selling Point or unique selling proposition, is a feature or benefit of a product or service that sets it apart from its competitors. It is the thing that makes the product or service unique, and it is what the company uses to differentiate itself from its competitors and persuade potential customers to choose its product or service over others.
A USP should be specific and meaningful to the target audience, and it should address a particular need or problem that the product or service is designed to solve. For example, a company that sells eco-friendly cleaning products might use its commitment to sustainability as its USP, while a company that sells high-quality kitchen appliances might use its long-lasting durability as its USP.
Developing a strong USP is an important part of marketing and branding, as it helps businesses to stand out in a crowded and competitive market. By identifying and communicating its USP, a company can differentiate itself from its competitors and effectively communicate the value of its product or service to potential customers.

User Experience (UX): User Experience (UX), refers to how a person feels when interacting with a product, service, or system. It is the overall experience that a person has when using a product or service, and it encompasses a wide range of factors, including usability, accessibility, performance, and aesthetics.
Good UX design is focused on creating products and services that are easy, efficient, and enjoyable to use. It involves understanding the needs and goals of the user, and designing a product or service that meets those needs and helps the user achieve their goals.
UX design is an interdisciplinary field that combines elements of psychology, design, and technology, and it is an important consideration in the development of any product or service that will be used by people. Companies that prioritize good UX design are more likely to create products and services that are successful and well-received by their users.

Viral Marketing: Viral marketing is a marketing strategy that uses social networks and other online platforms to create a self-sustaining cycle of increased exposure and popularity for a product or service. The goal of viral marketing is to create content or campaigns that are so engaging, interesting, or entertaining that they are shared widely and rapidly across social media and other online platforms, resulting in a rapid increase in brand awareness and interest in the product or service.
Viral marketing campaigns often rely on the use of catchy headlines, compelling visuals, or other elements that are designed to grab attention and encourage users to share the content with their friends and followers.

While it can be difficult to predict which campaigns will go viral, successful viral marketing campaigns often have the following characteristics:
They are highly shareable: The content or campaign must be something that people want to share with their friends and followers.
They are relevant: The content or campaign must be relevant and appealing to the target audience.
They are timely: The content or campaign should be timely and relevant to current events or trends.
They are emotional: The content or campaign should tap into people’s emotions, whether it be laughter, fear, or joy.

Viral marketing can be an effective way to reach a large audience quickly, but it can also be unpredictable and difficult to control. Companies that use viral marketing should be prepared for the potential risks and challenges that can come with it and should have a plan in place for managing any negative consequences.

Website: A website is a collection of interconnected web pages, typically served from a single web domain, and accessible via the Internet. A website is hosted on a computer or server, and is accessed via a web browser, such as Google Chrome, Firefox, or Safari.
Websites can be created for a wide range of purposes, including personal, business, educational, and nonprofit. They can include a variety of content, such as text, images, videos, audio, and interactive elements. Websites are often used to provide information, sell products or services, or support communication and collaboration.
To create a website, you need to choose a domain name, select a web hosting provider, and use a website development platform or tool to design and build the website. There are many different options available for creating a website, ranging from simple do-it-yourself website builders to more advanced platforms that require programming knowledge.

Workflow: In marketing, a workflow is a series of steps or tasks that are performed in a specific order to achieve a particular goal. Workflows can be used to automate and streamline marketing processes, and they can help to ensure that marketing campaigns and initiatives are carried out efficiently and effectively.
Marketing workflows can be used for a wide range of purposes, including lead generation, lead nurturing, content creation, email marketing, social media marketing, and more. They can be created and customized to meet the specific needs and goals of a marketing campaign or initiative, and they can be used to manage and track the progress of marketing efforts.
Marketing workflows can be created and managed using a variety of tools and platforms, including project management software, marketing automation software, and customer relationship management (CRM) systems. By using workflows to manage marketing processes, businesses can improve efficiency, reduce the risk of errors, and better track and measure the results of their marketing efforts.

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