Glossary Marketing Terms Marketing All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Filter All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z A Average Cost Per Thousand Impressions or Cost Per Mile / Marketing Average Cost Per Thousand Impressions (CPM) is the average cost an advertiser pays for every 1,000 ad impressions. It's calculated by dividing total cost by impressions and multiplying by 1,000. Average Cost Per Click / Marketing Average Cost Per Click is the average price an advertiser pays for each click on their ad. It's a key metric in pay-per-click advertising. Average Cost per Conversation / Marketing Average Cost Per Conversion measures the average cost an advertiser pays for each desired user action. It's calculated by dividing campaign cost by the number of conversions to evaluate efficiency. Annual Recurring Revenue / Marketing Annual Recurring Revenue measures predictable yearly revenue for subscription businesses. It shows expected income from ongoing contracts and subscriptions, excluding one-time fees. Affiliate Marketing / Marketing Affiliate marketing rewards external partners for driving traffic, leads, or sales. Affiliates earn commissions for completed user actions such as purchases or newsletter signups. Account Based Marketing / Marketing Accelerated Mobile Page (AMP) is an open-source framework by Google for faster mobile website loading. It uses simplified HTML and CSS to create lightweight pages, improving user experience and search visibility. A/B Testing / Marketing A/B testing compares two versions of a marketing element to see which performs better. By measuring outcomes like click-through rates, it helps teams make informed decisions and optimize campaigns. B Business to Enterprise / Marketing Business to Enterprise (B2E) involves delivering complex solutions from one business to large corporations. These relationships often require longer sales cycles and higher investment. Business to Consumer / Marketing Business to Consumer (B2C) involves selling products or services directly to individual customers for personal use. This model is common in retail and e-commerce, with shorter sales cycles and emotionally driven decisions. Business to Business / Marketing Business to Business (B2B) refers to transactions between businesses, not consumers. It involves one company providing products or services to another. Brand Positioning / Marketing Brand positioning defines how a brand is perceived by its target audience relative to competitors. It involves a unique value proposition and core messaging to create a distinct identity. Build-operate-transfer / Marketing Build-operate-transfer (BOT) is a model where a third party manages an operation for a set period. The provider builds infrastructure and ensures efficient delivery before transferring it back. C Customer Journey / Content Marketing The customer journey maps a person's full experience with a brand, from awareness to purchase and beyond. Understanding touchpoints helps businesses engage customers effectively at each stage. Customer Relationship Management / Content Marketing Customer Relationship Management (CRM) helps businesses manage customer interactions and data in one place. It enables teams to build stronger relationships, improve satisfaction, and streamline workflows. Customer Acquisition Cost / Marketing Customer Acquisition Cost (CAC) is the total expense for acquiring a new customer. It includes marketing and sales costs divided by new customers, helping assess efficiency. Cost Per Conversion / Marketing Cost Per Conversion is the amount an advertiser pays for each completed conversion action. It measures the efficiency of digital marketing campaigns by dividing total cost by conversions. Conversion Rate Optimization / Marketing Conversion rate optimisation (CRO) improves websites to increase the percentage of users completing desired actions. It involves analyzing behavior, testing changes, and removing barriers to enhance user experience. Conversation Qualified Lead / Marketing Conversation Qualified Lead (CQL) is a lead identified through real-time conversation, expressing clear intent to buy. This term, coined by Drift, recognizes that traditional lead models can be slow or inaccurate. Conversion Rate / Marketing Conversion rate is the percentage of users completing a desired action on a website or campaign. It's calculated by dividing conversions by visitors, indicating effective messaging and user experience. Conversion Path / Marketing The conversion path guides website visitors to become leads through steps like CTAs and landing pages. Each element encourages desired actions such as downloads or sign-ups. Conversion / Marketing A conversion is a valuable user action like a purchase or form submission, used to measure digital marketing success. Tracking conversions helps businesses understand user behavior and make data-driven decisions. Content Marketing / Content Marketing Content marketing strategically creates and distributes valuable content to attract and engage a target audience. It aims to build trust and guide customers without direct sales tactics, including blog posts and videos. Closed-Loop Marketing / Marketing Closed-loop marketing connects marketing activities with sales results by tracking customer interactions. It integrates marketing and sales systems to analyze the entire customer journey. Churn Rate / Marketing Churn rate measures the percentage of customers who stop using a product or service. It's calculated by dividing lost customers by the total at the start of a period. Chatbot / Marketing A chatbot simulates human conversation through text or voice, using AI or rules to understand input. They handle tasks like answering FAQs, providing support, or guiding product selection. Call to Action / Marketing A call to action (CTA) prompts users to take a specific next step, like clicking or buying. Effective CTAs are clear, action-oriented, and align with user intent. Call Tracking Number / Marketing A call tracking number monitors and attributes phone calls to specific marketing efforts. It records details like caller source and duration, helping marketers understand which channels drive calls. D Drip Nuturing / Marketing Drip nurturing sends automated, targeted messages to leads over time, guiding them through the buyer's journey. These messages educate, build trust, and increase engagement, moving leads towards conversion. Direct to Consumer / Marketing Direct to Consumer is a business model where a brand sells directly to customers, bypassing retailers. This allows brands to control the customer experience and build direct relationships. Digital Marketing / Marketing Digital marketing uses online channels to promote products and brands. It includes tactics like SEO, PPC, and social media to reach targeted audiences and track performance. Digital Asset Management / Marketing Digital Asset Management (DAM) organizes, stores, and retrieves digital files in a centralized system. It provides tools for categorizing, tagging, and sharing assets, making content reuse efficient. Demand Generation / Marketing Demand generation is a comprehensive marketing strategy focused on creating awareness, interest, and long-term engagement around a brand. It aims to attract and nurture potential customers through various tactics, guiding them toward a purchase decision. Digital Advertising / Advertising Digital advertising promotes products or brands through online channels like social media and email. It targets specific audiences using formats such as display, search, and video ads. Data visualization / Marketing Dark posts are paid social media ads only shown to targeted audiences. They do not appear on public timelines, allowing brands to test specific messages without cluttering their main feeds. G Go-to-Market Strategy / Marketing A Go-to-market strategy outlines how a business will introduce a product to its target market. It ensures departments align and deliver the product effectively for successful adoption and growth. I Internet Marketing / Marketing Internet marketing, now known as digital marketing, promotes products and brands online. It uses tactics like SEO, PPC, and social media to reach target audiences. Inbound Marketing / Marketing Inbound marketing attracts customers with valuable content that addresses their needs and interests. It builds trust and guides users through their buying journey for sustainable growth. Impressions to Conversion Rate / Marketing Impressions to conversion rate (imp CVR) measures the percentage of users converting after seeing an ad. It helps understand content effectiveness in moving users from exposure to action. K Key Performance Indicator / Marketing Key Performance Indicators measure how well a business is achieving its goals. KPIs track progress, evaluate success, and guide decisions across areas like marketing and sales. L Lifetime Value / Marketing Lifetime value (LTV) estimates total revenue from a customer over their relationship, considering purchase value and frequency. It helps businesses assess marketing impact, set acquisition budgets, and focus on long-term strategies. Lifecycle (Customer Lifecycle) / Marketing Customer lifecycle stages, from awareness to advocacy, require targeted strategies to meet changing needs. Understanding this journey helps businesses engage customers effectively with tailored marketing and service. Lead Generation / Marketing Lead generation attracts potential customers, converting their interest into qualified leads. It uses tactics like content and ads to encourage contact information sharing for sales. Lead Nurturing / Marketing Lead nurturing builds relationships with potential customers throughout the buyer’s journey. It delivers relevant content to guide and engage leads until they are ready to buy. M Monthly Recurring Revenue / Marketing Monthly Recurring Revenue is the predictable income subscription businesses generate each month. It tracks ongoing subscriptions and excludes one-time or variable fees, aiding in forecasting and strategic decisions. Minimum Viable Product / Marketing Minimum viable product (MVP) is a basic product version with core features to satisfy early users and get feedback. It helps businesses launch quickly, test assumptions, and learn from customer interaction. Martech / Marketing Martech refers to the software and tools marketers use to plan, execute, manage, and measure campaigns. This collective set, often called a martech stack, enables efficient marketing operations. Marketing Qualified Lead / Marketing A Marketing Qualified Lead is a prospect likely to become a customer based on engagement. MQLs have shown interest through marketing efforts, requiring further nurturing by sales teams. Marketing Automation / Marketing Marketing automation uses software to streamline tasks, deliver personalized messages, and measure campaign performance. It helps businesses nurture leads and improve effectiveness with features like email automation and analytics. N Net Promoter Score / Marketing Net Promoter Score measures customer loyalty by asking how likely they are to recommend a business. It categorizes responses as Promoters, Passives, and Detractors to provide a loyalty snapshot. Net Revenue Retention / Marketing Net revenue retention (NRR) tracks recurring revenue from existing customers, including changes from upgrades and cancellations. It shows how well a business grows revenue without new customer acquisition, calculated by adding expansion revenue to the starting base. O Owned Media / Marketing Outbound marketing involves proactively reaching potential customers through broad channels like ads and direct mail. It pushes messages to a wide audience, differing from inbound marketing which attracts interested users. Outbound Marketing / Marketing Outbound marketing involves proactively reaching potential customers through broad channels like ads and direct mail. It pushes messages to a wide audience, differing from inbound marketing which attracts interested users. Omnichannel Marketing / Marketing Omnichannel marketing creates a seamless customer experience across all channels. It integrates online and offline platforms, sharing customer data to personalize engagement and build stronger relationships. Objectives & Key Results / Marketing Objectives and Key Results (OKRs) is a goal-setting framework for teams and organizations to define measurable goals and track progress. Objectives are ambitious, qualitative goals, while key results are specific, quantitative measures indicating objective achievement. P Product Qualified Lead / Marketing Product qualified lead (PQL) is a potential customer who has experienced value from a product and is ready to convert. Unlike other leads, PQLs are identified by actual product usage, not just marketing interactions. Product Marketing Fit / Marketing Product marketing fit aligns marketing with audience needs, expectations, and language. It ensures messaging and strategies resonate with customers, driving demand and engagement. Pixel / Marketing A pixel in digital marketing is a small code snippet on a website tracking visitor actions. It helps advertisers monitor conversions, build retargeting audiences, and measure ad effectiveness. Personalization / Email Marketing Personalization tailors marketing content to individual users based on their behavior and preferences. It uses data to deliver relevant information, improving engagement and conversions across channels. Q Qualified Lead / Marketing Qualified leads show genuine interest in a brand and meet specific criteria indicating high purchase potential. These leads are valuable to marketing and sales for prioritization and increased conversion rates. R Revenue Per Click / Marketing Revenue per click (RPC) measures the average revenue from each ad or link click. It helps evaluate traffic quality and campaign effectiveness by dividing total revenue by total clicks. Return on investment / Marketing Return on investment (ROI) evaluates an investment's profitability and efficiency, calculated by subtracting cost from revenue, dividing by cost, and multiplying by 100. It helps businesses determine campaign success and allocate resources effectively. Return on Advertising Spending / Marketing Return on Advertising Spend (ROAS) measures revenue generated per dollar spent on ads. It’s calculated by dividing ad revenue by ad cost, helping evaluate campaign profitability. Referral Marketing / Marketing Referral marketing encourages existing customers to recommend a brand for incentives, leveraging trust in personal recommendations. This strategy leads to higher-quality leads and faster conversions by motivating sharing. S Software as a Service / Marketing Software as a Service (SaaS) is a cloud-based delivery model where applications are hosted by a provider and accessed over the internet. Users subscribe to access it through a web browser instead of installing software on devices. Single Source of Truth / Marketing Single source of truth (SSOT) is a centralized data source ensuring everyone uses the same accurate information. It's vital in data management and operations where multiple systems access data. Sales Qualified Lead / Marketing Sales qualified leads are vetted prospective customers ready for sales engagement. They show strong purchase intent, evaluated by factors like budget, authority, need, and timing. T Touchpoint / Content Marketing Touchpoint is any customer interaction with a brand throughout their journey, across channels. Each touchpoint shapes customer perception and experience, requiring mapping and optimization. Total Addressable Market / Marketing Total addressable market (TAM) is the full revenue potential for a product or service in a market, assuming complete penetration. It helps assess growth, prioritize markets, and guide development with a focus on maximum theoretical demand. Tech Stack / Marketing A tech stack is the set of technologies a company uses to build and maintain a digital product. It includes languages, frameworks, and databases for both front-end and back-end development. V View-through Conversion / Marketing View-through conversion tracks users who see but don't click an ad, then complete a desired action. It measures display and video ad impact on conversions by boosting brand awareness. View-through Conversion Window / Marketing View-through conversion window is the time frame in which a conversion is credited to a user who saw an ad but did not click on it. If the user later completes a desired action within this specified period, it is recorded as a view-through conversion. W Word-of-mouth / Marketing Word-of-mouth is trusted marketing based on shared experiences, recommendations, and opinions about products or services. It can be organic or encouraged through programs and reviews, influencing others through personal or online interactions. Z Zero Moment of Truth / Marketing Zero Moment of Truth (ZMOT) is when buyers research products before purchasing. This online research involves reviews, videos, and comparisons to inform their decision.