Marketing Glossary

A/B Testing

A test that determines which variation of independent variable performs best in an email, call-to-action, and landing page marketing. To change subject lines in email marketing is a good example of A/B testing.


Abandonment Rate

Abandonment rate is calculated as a ratio between abandoned actions (i.e. shopping carts, inbound calls, landing pages) to the number of initiated or completed operations. For example, to calculate shopping cart abandonment rate, divide abandoned shopping carts by initiated or completed transactions.



In marketing, analytics are used to analyze a collection of data from inbound marketing (i.e. website visitors, return rates, keywords). For instance, Google Analytics is a free tool that allows businesses to analyze data and find trends to understand their target market better.


API (Application Programming Interface)

API is based on a set of rules in computer programming that are used to create software and applications. API’s allow new applications to extract information thus making it easier for developers to use technologies to build applications.


B2B (Business-to-Business)

Companies that provide goods and services to other businesses are termed B2B. ​For example, Linked provides a recruiting platform for other businesses to use.


B2C (Business-to-Consumer)

Business to consumer companies provide goods and services directly to the customer. B2C companies include BMW, Apple, Yamaha, and Netflix.


The heart of inbound marketing is blogs! Typically, businesses and individuals generate blog content using text entries, photos, videos, and commentary. Essentially blogs are posts created using weblogs. Blogs are critical because they drive traffic to your websites, generate leads, and establish authority on certain topics.


Business Blogging

Business blogs often involve a marketing strategy. Blogs in the form of a post should be optimized with keywords that target a specific audience.


Bottom of the Funnel

Bottom of the funnel is the final stage of buying process. Leads that are very close to purchasing a product or service fall under this category.


Website Bounce Rate

Website bounce rate is a metric used to measure those visitors who land on your site and leave without having any interaction with it. Typically high bounce rates indicate weak content followed by poor lead conversion.

Email Bounce Rate

Emails that are undelivered and rejected by the recipients contribute to email bounce rate. High bounce rates indicate that the email list is out of date, however; it is important to recognize the difference between hard and soft bounce rates. A hard bounce is typically a permanent deactivation of the email. Soft bounce indicates a temporary delivery issue typically due to the mailbox, server, or size of message problems. ​


Buyer Persona

Buyers persona is a representation of a target customer based on existing user information and marketing research. It is an essential marketing element to target audience more precisely.


Call-to-Action (CTA)

The chief goal of call-to-action is to encourage website visitors to visit your landing page. By implementing a valuable offer on the landing page, the businesses can increase visitor to lead conversion rate. Buttons, links, and images are some of the examples of CTA.


Churn Rate

Customer acquisitions costs are determined using churn rate. To calculate churn rate:

1. Total the number of existing clients.

2. Then divide that number by the total customer lost in that time frame.

When calculating churn rate, make sure to exclude new clients who have joined past fixed period. Lastly, to have a successful business, the company must at least break even on client acquisition costs.


Click Through Rate (CTR)

Click through rate is measured as a percent of visitors who engage and advance in web page content. To calculate CTR:

1. Add together the number of-of clicks a webpage had.

2. Then divide that number by the total impressions (number of opportunities that people had to click).

Closed-Loop Marketing

Closed-loop marketing is a marketing tool that measures bottom-line. The calculation is based on measuring how marketing expenditures yield new business growth. Inbound marketing software, such as Google Analytics, provides an excellent opportunity to execute closed-loop marketing.


Conversion Path

Website events that promote lead capture follow a conversion path. In its simplest form, conversion path will have a call-to-action link, a landing page, and lead generating form.



Content is generated by a post, blog, photo or a video. It is an important aspect of inbound marketing as it allows visitors to engage, share and understand the product. The goal of content is to convert visitors into customers.


Content Marketing

Content marketing is a marketing method for creating and distributing content that is clearly defined and targets a precise market segment. Content marketing drives business profit through customer action.

Content Management System (CMS)

CMS is a website application that supports creation and modification of digital content. This system made it easier to manage digital content especially for those who lack technical skills. Site administrators can create, manage, and edit a website.


Content Optimization System (COS)

Content optimization system provides the same service as CMS in addition to web optimization. COS delivers more personalized web experience for its visitors.



Context is a critical component of great content. In order generate website traffic the context of the page has to be relevant, engaging and tailored to the target market.


Conversion Rate

The conversion rate is measured as a percentage of people who have performed the desired action on a web page.

Conversion Rate Optimization (CRO)

Conversion rate optimization is most often applied to landing pages. CRO improves site conversion rate by enhancing user website experience.


Cost-per-Lead (CPL)

The marketing cost associated with acquiring a new lead.

Crowdsourced Content

Content that is created by individuals other than staff is called crowdsourced content. To generate more content in less time use freelancers, customers, and subject experts to create content for your company.


Customer Acquisition Cost (CAC)

CAC is calculated by adding up sales and marketing costs and dividing them by the number of new customers attained in that period. Advertising costs, salaries, bonuses, commissions, and overhead expenses are all included in this calculation.

Customer Relationship Management (CRM)

CRM is a software program that allows companies to build and manage customer relationships more efficiently. CRM allows businesses to keep track and manage all of their customer contact information. Also, more advanced CRM systems can monitor and manage marketing campaigns, customer analysis, and track key performance matrix. To learn more about CRM service visit

Cascading Style Sheets (CSS)

CSS allow websites to have their own individual style and feel. CSS allows users to modify colors, fonts, and images. In addition, CSS adapts websites to accommodate different screen sizes and device types.

Dynamic Content

Dynamic content allows companies to display various communications on their website based on already existing visitor information.


E-Books just like blogs are used to generate leads, however, unlike blogs eBooks go in-depth on a subject matter.


Editorial Calendar

The editorial calendar allows users to strategize and organize content to ensure that there are no gaps in the content library. It is a useful tool for content management as it allows businesses to keep track of topics and publishing dates.



Email is an immediate and direct communication channel than exists between two or more parties. Emails are essential, and they should be crafted with a target market in mind.


Email Marketing

Email marketing targets potential and existing clients through an engaging blend of graphics, text, and links to communicate a promotional message about good or service.


Email Newsletters

Another way to engage clients and prospects is through e-mail newsletters. They are effective means of keeping your customer base informed about the products and services your company offers.


Engagement Rate

Engagement rate measures the amount of interaction a piece of content receives on social media. When fans are captivated by the content, it will receive many likes, loves, shares, or comments.


Evergreen Content

Content that provides invaluable information to the readers over time is called evergreen content. Evergreen content is treasured because it provides great value to SEO.



A form is used to collect lead information. It is typically located on a landing page where leads can exchange their information for the company “offer." For instance, e-commerce online stores may offer a 10% off discount to new and unique visitors in exchange for their email.


Friction is caused when guests leave the web page because the content is confusing and difficult to navigate. An example of friction is a website with too much text on a landing page.

Hashtag (#)

Hashtag is a pound sign (#) that is added in front of a word or a phrase. Hashtags allow users to follow content that is focused on chosen topic or a keyword. Hashtag classifications dominate social media platforms such as Facebook, Twitter, and Instagram. Note that phrases are spelled out without spaces.



Hyper Text Markup Language is the basic building block to any website. It is based on text documents that describe the structure of pages. To add more features HTML pages can further be enhanced by other coding languages (i.e. Ruby).

Inbound Marketing

Inbound marketing refers to activities that draw guests to visit your website. Content is a major component of inbound marketing usually in the form of a blog. Great content should resonate with readers.


Inbound Link

An inbound link from another website that acts as a recommendation. Web sites with many inbound links will typically rank higher in search engines.


Infographics are image listed facts displayed in a straightforward and visual way. It is an excellent marketing tool to use when explaining difficult to understand concepts or ideas to the customer.


JavaScript enables programmers to make web pages more interactive and dynamic. It makes the web page more interactive by responding to what the user does. Pop-ups, check forms, and call-to-action are all examples of JavaScript.

Key Performance Indicator (KPI)

KPI is a general performance measurement that tracks the results of your online marketing efforts. It is also common to use industry standard when evaluating business development performance. ​

For instance, an increase in conversion rate for leads is a successful KPI.



Words and phrases that describe the product or service to be advertised are called keywords. They are essential in building a successful marketing campaign.


Keyword Optimization

Keyword optimization is a strategy used to research, analyze, and select appropriate keywords that will represent your website. In addition, significant keywords optimize website page ranking because keywords and phrases get indexed in search results by engines like Google.

Landing Page

The first page of a website that people see is called a landing page. This page must contain relevant and valuable information to convert a visitor into a lead. It is typical for a landing page to have a call-to-action button that captures visitor information in exchange for a valuable offer. ​



Leads are those users that have shown interest in goods or services that your business provides. Typically a lead is generated when a potential customer fills out a form that gathers their contact information.

Lead Generation

Lead generation is the initiation of consumer interest about a product or service. Landing pages, contact forms, offers, and call-to-action are some of the tools used to help companies to generate leads.


Lead Nurturing

Is a series of communication channels that provide relevant information ( email, messages, blogs, etc.) to the lead throughout all stages of sales. This technique cultivates the relationship as it engages leads and businesses to an “open dialogue.” ​


Lifecycle Stages

Lifecycle stages illustrate relationships between the company and its audience with three stages: awareness, evaluation, and purchase. This information is invaluable when creating dynamic content because each lifecycle stage requires individualized content that will engage with the lead.


Lifetime Value (LVT)

LVT is a net profit forecast to the present and future relationship with the customer. To calculate LVT in a given time frame:

1. Take the revenue the customer has paid.

2. Subtract gross margin from customer revenue

3. Then divide that number by churn rate for that client.


Local Marketing

Local Marketing or local store marketing (LSM) is a marketing strategy that targets local rather than mass population. LSM specifically targets local community around some physical location, such as a restaurant. Local events, news, mail and print advertisements are used to execute this type of marketing campaign.

Long-Tail Keyword

A targeted search phrase that consists of three words or more. Visitors that land on such page are more likely to convert into customer because long-tail keywords are more focused and bring in more qualified leads.

Marketing Automation Allows businesses to streamline, automate and measure marketing efforts and workflows. This technology also allows companies to market on multiple online channels like email, social media, and websites.


A microsite is an “extension” of an existing website that typically has its URL and distinct visual branding. Marketers use it to create a different online experience for a specific target audience.

Middle of the Funnel

During this stage, the consumer is researching for a solution to a problem. The user will want to know how your business will deliver the remedy to their problem. To better educate those leads about your business use brochures and flyers.

Mobile Marketing

Mobile marketing is a practice of optimizing marketing for mobile devices. Mobile marketing enables users to get personalized, location and time sensitive information on goods and services.

Mobile Optimization

To make a website mobile compatible the website must be optimized so that the content is easy to read and navigate. The website must be initially formatted and designed with this layout in mind; however, a separate mobile website could be created.


Monthly Recurring Revenue (MRR)

This is a revenue model for subscription-based businesses where the business collects payment on monthly basis.

Native Advertising

Native advertising refers to ads that appear as parts of the conversation rather than an ad. These ads can be delivered in many different formats ( radio, print, the web, etc.) and they are typically tailored to consumers experience.


Net Promoter Score (NPS)

NPS allows companies to measure customer loyalty and satisfaction. A customer will use a scale of 0-10 to rate their experience with the company. To calculate NPS, ​subtract the percentage of customers who are dissatisfied from the percentage of customers who are satisfied. Scores that are 6 or below represent dissatisfied clients and scores that are 9 and above represent satisfied customers.



A newsletter is a form of a subscription-based email that visitors opt into. Newsletters are sent out weekly to people who subscribed, and they may encompass news, feature tips, and links to future sales and discounts. Typically a visitor will receive something of value, like a coupon, when they subscribe to newsletters.


News Feed

Is an online news source that appears in a feed format (think of it as news timeline) where recent news appears at the top of the page. Many social media companies, like Twitter, integrate news feed on users home screens.


No-Follow Link

No-follow links attributes are used when you do not want to pass search engine authority to another web page. This prevents spam content and avoids offensive play.



Offers are conditional statements that help marketers generate leads. Although there are many different types of offers that are used, discount and savings offers are widely implemented to motivate customers to take an immediate action (usually a purchase of goods/ services). With that in mind, offers must present value to your audience otherwise, no one will take action on them.

On-Page Optimization

Another type of search engine optimization that helps web pages to get indexed. The goal of on-page optimization is to ensure that keywords and phrases are included in content, URL, tags, and images.


Off-Page Optimization

This type of search engine optimization refers to incoming links and relies on outside influences that impact page rank in search results. Quality content is keen to increasing off-page optimization.


Page View

A page view counts when any person is viewing a single page of your site at a given time. Marketers use page views to find out if changes to web page generate more or fewer viewers. For example, if Sally visited home and career’s page on your website it would count as two page views.

Pay-per-Click (PPC)

Pay-per-click also known as cost-per-click (CPC) is a type of paid advertisement that is used in search engines like Google, Bing, and Yahoo. In this model, an advertiser is charged each time a user reaches destination URL or a landing page after clicking on the ad link. PPC advertising can be in the form of a paid search, sponsor link/listing, or a partner ad.​


Qualified Lead

Qualified leads are prospects that are educated about the product/service you provide, and they have opted to communicate with you to learn more. There are two types of qualified leads: marketing qualified lead (MQL) and sales qualified lead (SQL). A marketing qualified lead may express interest in the product and a qualified sales lead will show interest in buying that product.


Quick Response Code (QR Code)

Quick response code is an action code that allows users to snap and scan QR barcodes in turn to receive text, URL, or other information data.


Responsive Design

When responsive design is implemented, websites become responsive to any device and are optimized to fit any screen dimension.



Retargeting is a cookies based technology that targets those users who have previously visited the company website. The cookie follows your audience with banner ads even after they leave your web page.


Return on Investment (ROI)

ROI is a metric used to evaluate the efficiency and profitability of an investment as a ratio. To calculate ROI:

1. Calculate gain from investment.

2. Then subtract the cost of investment.

3. Take data from above and divide the total by the cost of investment.

If the calculation is negative, then the strategy is not working, and the company is losing money.



When an original tweet is re-posted on Twitter, it is called a retweet. It is common to see “RT” on the Twitter feed. This acronym refers to please retweet, and it is used to spread the message ( in hopes it will go viral).

Sales Funnel

A sales process that categorizes leads into three different stages: top of the funnel, middle of the funnel, and bottom of the funnel. Depending on the stage of buying process each lead will typically follow this pattern.

Search Engine

Search engines drive the Internet by allowing users to search and locate documents (web sites) on world wide web using especially targeted words or phrases. Google, Bing, and Yahoo are amongst the most popular search engines.


Search Engine Optimization (SEO)

To increase web page rank, many businesses enhance company’s website by utilizing search engine optimization. SEO ranks and index’s websites based on keywords that are used. Higher ranking pages drive more visitors thus creating more leads. Factors that enhance web page presence include title tags, description meta tags, headings, site age, trust factors, images, links, URL, social media and much more.


Sender Score

Sender score is critical when it comes to maximizing e-mail delivery rates. Sender's score ultimately determines senders reputation rating that e-mail filters heavily rely on. A score of 90+ is considered an excellent score, based on a 0-100 scale. In reality, sender score reputation causes 77% of all e-mail delivery issues.


Service Level Agreement (SLA)

Is an agreement that defines expectations that set amongst marketing and sales teams. Typically SLA for marketing teams stipulates a set quantity and quality of leads they must produce, while sales teams have a responsibility to pursue each qualified lead. With sales and marketing properly integrated the company can achieve greater growth.

Small-to-Medium Business (SMB)

SMB is defined as a business that that employ 10-500 workers.


Social Media

Social media platforms provide users with a two-way communication channel that support content sharing. Social media has allowed marketers to be directly in touch with customers and prospects. Facebook, Twitter, and Instagram are a few examples of social media channels.


Social Media Marketing

Many marketers use social media channels to foster new and existing relationships. Social media marketing can enhance company’s online presence, increase inbound marketing, and strengthen the relationships with customers.


Social Media Management

Social media management allows marketers to manage outbound and incoming online interactions more efficiently. By consolidating and streamlining processes, this management tool allows businesses to monitor social media activity easily and automate the process of staying connected with an audience using one platform.

Social Proof

Is a social phenomenon in which individuals seek direction from others to determine how they think and feel about a certain situation. In social media, social proof is identified by the amount of ​likes, loves, friends, and followers each user/ post receives.


Software as a Service (SaaS)

SaaS represent any software company that stores your information in a cloud. Salesforce is an excellent example of SaaS.

Top of the Funnel (TOFU)

TOFU is the first stage in sales funnel of buying process. Prospects at this stage have just identified a problem and are looking for information and solution.

Unique Visitor

Any person visiting your website multiple of times is called a unique visitor. It is common for marketers to compare this figure to the page views to get a more precise understanding of traffic on their website.

Uniform Resource Locator (URL)

URL is an address of any piece of information that can be found on world wide web. URL’s are significant for on-page SEO. Keyword rich web addresses are valuable for website indexes.

User Experience (UX)

User experience is the overall experience a customer encounters with a particular business. UX encompasses brand awareness, product experience, user interaction, and business discovery experience.

User Interface (UI)

User interface allows a user to interacts with a software application or a hardware device through toolbars, menu bars, windows, buttons, etc. A quality UI provides its users with friendly and easy to navigate experience.

Video Marketing

Video marketing is a part of the marketing mix that offers video service to promote a brand or a product.

Viral Content

Content that became widely popular on the Internet through means of sharing is called viral content. It is commonly seen and shared on social media channels.


A website is composed of interconnected web pages and data files that all focus on one the core message. Each website will have its unique web address and a homepage - at the minimum. The information is curated and maintained by a person, group, or an organization.

Word-of-Mouth (WOM)

This term refers to an unpaid form of promotion where a customer shares oral or written recommendation with others promoting a good or a service. WOM generation may take a long time, however using inbound marketing, like social media marketing, will help spread awareness about your business,

Work Flow

Is another term to describes lead nurturing campaign. Workflow matters in inbound marketing strategy because it implements a set of triggers and events that move the lead through this process.


XML Sitemap

A site map is designed to lay out website's content to makes it easier for designed and users to search and navigate the site. A site map can be structured in a variety of ways: a hierarchical list of pages organized by topic, an organization chart, or in the form of an XML document.