Glossary of Marketing Terms

Here is a glossary of Marketing terms, you can click on the Table of Contents below or scroll right through the list.

1. 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!

2. Analytics

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.

4. Annual Recurring Revenue

Commonly referred to as simply ARR. This is Recurring or Repeating income for one calendar year and is usually subscription-based monthly revenue.

5. Artificial Intelligence

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.

6. BANT

BANT stands for

  • Budget — How much money the prospect has for the project
  • Authority — Who is the decision maker
  • Need — Does the prospect have a problem your business can solve
  • Timing — When are they looking to purchase your product or service

7. Blog/Blogging

The word Blog comes from the term weblog which was then shortened to blog. and is a collection of ‘posts’ on a website, much like an online magazine. 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.

8. BOFU – Bottom of the Funnel

The final stages of the buying process, or ‘funnel  – (TOFU – top of the funnel – identifying a problem, the middle MOFU – researching solutions, and BOFU – bottom of the funnel -Decision (ready to buy). CTAs at the BOFU stage are usually book a demo, a call, or a free consultation or sign up for a service.

9. Bounce Rate

An important metric for website owners and google Bounce rate looks at the number of visitors who land on a page leave immediately or without clicking on anything or moving on to another page on your site. It matters for SEO and PPC ads as it shows that the content is maybe not relevant or related to the keyword or Ad that brought them to the page.

10. Brand

A brand is important for any business, or person. It is what makes people recognise your company and separate it from other similar companies. It can be your logo, colours, tone of voice, visual look and feel, what you stand for and represent. In fact, anything that people relate to your company. Recently there has been a big shift toward personal branding, where people use social media and other channels to make themselves stand out, and in turn promote their beliefs, products, services, and businesses.

11. Brick and Mortar business

This is the physical premises of a business you will often hear it in the context of comparing to Online stores.

12. B2B – Business-to-Business

A business that sells products or services to other businesses (e.g. Oracle or IBM)

13. B2C – Business-to-Consumer

A business that sells products or services directly to individual consumers (e.g. Samsung, Apple, or Coca-Cola)

14. Buyer Personas

Buyer personas are descriptions of your ideal (Perfect) customers and help you to position your offering and marketing message. Personas must be based on factual data, not assumptions or ideals. You may have several personas, and decide to describe them in great detail; name, age, interests, as well as their professional traits.

15. CTA – Call to Action

A CTA is an important part of your landing page, email or campaign. It tells your audience what action you want them to take next. It can be highlighted and actioned by a Button on the page linked to a download, form etc. Common CTAs are; Buy now, get a quote, subscribe, download now, etc.

All content should have a CTA, it doesn’t have to be to sell but try to tell your audience what to do next before they leave or get distracted by the next thing.

16. Churn

Popular with Apps and SaaS companies as a Customer value/performance metric. Churn is the percentage of customers who uninstall your app, cancel a subscription or service or stop using your product within a certain time period. 

17. CTR – Click Through Rate

Whether in your Emails or on your website landing pages the CTR shows the number of people who respond to your CTAs. e.g. clicks on your CTA button. Actual “clicks” (actions) divided by the total number of actions people could take give you the “clickthrough rate.”

18. 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.

19. 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.

20. 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:

  1. 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.
  2. Keep it simple: Use clear, concise language that is easy to understand. Avoid using jargon or overly complex sentence structures.
  3. 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.
  4. 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.
  5. 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.
  6. 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.

21. CMS – Content Management System

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.

22. 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.

23. 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.

24. CRO – Conversion Rate Optimization

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.

25. CPC – Cost Per Click

The price that you pay for each click on an advert. Usually, this is calculated based on how competitive the keyword is.

CPC is used most often with Google Adwords and for Facebook ads.

26. CPA – Cost per Acquisition / CPL Cost Per lead

CPA (or CAC Customer Acquisition Cost) 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)

27. CRM – Customer Relationship Management

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, 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.

28. Decision-Maker

The person in your prospect or customer’s company who hold the position of authority to make the final choice about buying your product or service. Usually in the C Suite, CXO.

29. 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.

30. Digital Marketing (Online 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.

31. 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.

32. 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.

33. 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 catalogs, 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.

34. Discovery Call

Usually the very first in-depth call or meeting with a prospect. The purpose is to find out if they are a good fit for your product or service, and to qualify their Budget Authority Need Timing (BANT).

35. Ebook

A popular marketing Asset sometimes called a lead magnet, eBooks are generally a long-form piece of longer 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.

36. 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 behavior, 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.

37. Email List

The most important thing in your marketing stack is your email list. 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’.

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.

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.

38. 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.

39. 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.

40. 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.

41. 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.

42. Forecasting

Based on historical data, forecasting is a prediction of marketing and sales trends, costs or revenue, that are likely to occur in the future.


Forecasting in marketing refers to the process of predicting future market trends or outcomes based on past data and other relevant information. 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 behavior.
  • 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.

43. 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.

44. GTM – Go to Market (Strategy)

GTM or Go to Market describes the process between developing a new product and releasing it to the market or a new (geographic) market. Although the research should be done very early on in the process, before you develop the product, and refined later. It is usually referred to as a strategy as it includes research, planning, opportunity size, competitive analysis etc.

45. 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.

46. 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.

47. 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.

48. 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

  1. 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.

49. 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.

50. 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.Regenerate response

51. 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).

52. 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.

53. 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.

54. Lead Qualification

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.

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.

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.

55. Lifetime Customer Value / LTV

A customer is for life, no just for Christmas, if you are lucky! Life Time Value or Lifetime Customer Value is a prediction of how much revenue and value a customer will be, if they remain a customer for life. This is useful when looking at acquisition costs, and also can be defined as Average LTV.

For example, if your average customer subscribes for 5 years at £1,200 a year then the LTV is £6,000.

Or if you are selling products what is the average order value and on average how many purchases does a customer buy (repeat purchases).

This highlights just how important it is to understand the data you hold about the behaviour of your customers

56. 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.

57. 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.

59. 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.Regenerate response

60. Market Research

This is an extremely important activity for a new company, product, or campaign. Detailed research of the target market, competitors and potential customers allow you to make good business decisions.

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.

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.

61. 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).

63. MOFU – Middle of the Funnel

The middle stages of the sales funnel which a buyer enters after they have identified they have a problem and are starting to consider if you can solve it. This is the time to position your business as the solution to their problem.

Content at this stage should be educational addressing common pain points. CTAs at the MOFU stage are usually ‘download a whitepaper or guide’, ‘watch an explainer video’, ‘book a demo or call’., etc.

(TOFU – top of the funnel – identifying a problem, the middle MOFU – researching solutions, and BOFU – bottom of the funnel -Decision (ready to buy).

58. MQL – Marketing Qualified Lead

An MQL is a lead that is ‘ready’ to be handed over to the sales team. An MQL has had some interaction with your content or company, such as downloading content, attending Webinars, requesting demos, etc., You can use lead scoring or conversion points to automate when leads are qualified and decide to nurture them more, or pass them to the next stage in your funnel.

62. MRR – Monthly Recurring Revenue

MRR is the amount of income generated each month from recurring or repeat subscriptions to your products or services. Like ARR, but split monthly.

64. Niche Market/Business

A very specific or narrow segment of a market in which you are trying to address the needs of with your product or service. Once you identify the niche you can more easily tailor your message and identify the right buyers.

65. Onboarding

Onboarding can refer to the period after a new customer buys your product or a new employee joins your company. Good onboarding contains all the information they need to get up and running, without overwhelming them with info. It can be delivered in stages, and in the format of videos, training courses, demo tasks, and is usually specifically guided to get to a level of competency, quickly.

66. Offer

This is usually an asset that you offer prospects on a landing page. The offer is designed to help you generate leads, so should provide as much value as possible. It could be a webinar, ebook, checklist, template, demo and more. Also sometimes called a Lead Magnet.

67. Pay Per Click (PPC)

A method of charging for online ads where you only pay when someone “clicks” on your ad, not when they see it (Impressions). You can read more about PPC here.

68. Public Relations

Public relations is an area of marketing that focuses on promoting your brand or company by getting Press releases in print or digital media, press conferences, social images, thought leadership, and articles to boost and maintain the reputation of an organization and its brands. These days the line between PR and Marketing agencies contains a lot of overlap, with both looking at the positioning and messaging of your company.

69. Responsive Design

A web page or email template that changes based on the resolution of the device the visitor uses. To ensure that your website or email can be viewed on Mobile, laptop, and desktop devices the layout needs to change having a responsive design or template means you don’t need to build separate websites for each.

70. ROI – Return On Investment

A way to measure the success of your campaign or activity (or product development). The investment you make in marketing, sales activity, or product developmet should generate a profit of greater value. If the ROI on an investment is negative, it generally means you’re losing money on that endeavor. 

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.

71. Referral

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.

72. Sales Funnel

The entire sales process as a whole from – Awareness to ambassador – from prospect to paying customer – covers all the marketing and sales processes. See TOFU, MOFU, BOFU above.

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 stages of a typical sales funnel include:

  1. Awareness: This is the first stage of the funnel, where potential customers become aware of a product or service.
  2. Interest: In this stage, potential customers show interest in the product or service and may start researching it further.
  3. Decision: At this stage, the potential customer is considering whether or not to make a purchase.
  4. 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.

73. Search Engine Optimization (SEO)

The practice of increasing a webpage’s performance in search results (SERPs). By optimising elements on a webpage such as the words and keywords, layout, internal and external links (there are on-page and off-page SEO factors). by making changes to your content you can move a webpage up on a search engine result “page” so that your content is discovered by more people, and more traffic comes to your page.

You should aim to get your website page in the first 10 results on page 1 of a search result. SEO elements include keywords, title and image tags, links, and more. Most people care about google results, but you can optimise for Bing or other search engines too.

74. 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.Regenerate response

75. Social Media

Probably needs no introduction, social media platforms like Facebook, Twitter, TikTok, Instagram and Snapchat are now familiar to most of us. Even in countries where platforms we are familiar with are banned, homegrown solutions have sprung up or led the way.

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.

76. S.W.O.T. Analysis

A framework to conduct an internal study of your company or product to identify your Strengths, Weaknesses, Opportunities, and Threats.


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.

77. SQL – Sales Qualified Lead

An SQL (Sales Qualified Lead) is a lead your sales team has qualified as a potential customer.

An SQL has interacted with your content or company, has a qualified, budget and need for your product, usually had several meetings with a salesperson, and the contract negotiation stage is about to start.

78. Top of the Funnel (TOFU)

TOFU prospects are at the initial stages of the buying process. They are looking for answers to a problem they just realized they are having. (maybe you told them that they had this problem). Marketers create TOFU content that helps prospects identify the problem and leads them to solutions, preferably yours.

Content should be helpful and informative, talk about them and their challenges, rather than your company and your products.

(TOFU – top of the funnel – identifying a problem, the middle MOFU – researching solutions, and BOFU – bottom of the funnel -Decision (ready to buy).

79. USP Unique Selling Point

What differentiates your product from your competitors? This is your USP, it should be valuable to your target prospect, it could be the cost, the quality, ease of adoption, ease of use, unique technology, or method. Once you uncover this, your marketing messaging can really take shape.

80. User Experience (UX)

The experience a user has with your brand, website, or product, from the moment they discover you, right through the sales process and throughout the customer lifecycle, is what makes them decide to stay with you or move to a competitor. Create a great experience and you will keep customers for life. 

81. Viral Marketing

A method of marketing that attracts the attention of the majority of users on a platform. Content goes viral when users, share, comment, imitate and talk about it so much that it spills over onto other platforms and often into mainstream media. It is hard to create viral content, but it is possible to spot factors that make content go viral.

82. Website

Your website is your shopfront, your community, your brand, a way to connect with your audience. A website series of connected web pages, a homepage and other pages like contact, about, product/services. and often a blog. It should be designed to attract visitors, deliver your message, convert users into leads and then turn leads into sales, or fans.

83. Workflow

A workflow is a series of emails designed to nurture leads or carry out the next actions after a prospect clicks on a CTA. A powerful tool, you can use workflows to engage leads with follow up emails, learn more about prospects, segment lists, and much more.