Looking For Marketing Terminology

A collection of terms to help you understand the conversation.

  • A/B Testing

    TL:DR Testing two versions of a webpage, email subject line, landing page, CTA, etc. to see which one performs better.

  • Advertising

    Putting a spotlight on a product, service, or business through paid broadcasting – print or digital.

  • Analytics

    Tracking data and creating meaningful patterns from it that inform future marketing endeavors. The data can come from website traffic, conversions, social media, etc.

  • Annual Recurring Revenue

    Repeating income for one calendar year. It’s often subscription-based revenue. You may see it referred to as ARR.

  • Application Programming Interface (API)

    APIs are a series of rules in computer programming, which allow an application to extract information from a service and use that information either in their own application or in data analyses. It's kind of like a phone for applications to have conversations -- an API literally "calls" one application and gets information to bring to you to use in your software. APIs facilitate the data needed to provide solutions to customer problems.

  • Artificial Intelligence

    A computer, machine, or software system or process that can mimic certain aspects of human intellect. AI programs may be able to display image perception, reasoning and voice recognition.

  • Average Order Value (AOV)

    Average order value (AOV) tracks the average dollar amount spent each time a customer places an order on a website or mobile app. To calculate your company’s average order value, simply divide total revenue by the number of orders.

  • Baseline

    The starting point from which comparisons are made for analysis, performance improvement, forecasting and strategy creation.

  • Blogging

    Originally, the term was web log or weblog and eventually...blog. Individuals, small business and even large corporations write articles, commentaries, and the like, publishing regularly on their website. A primary component of the inbound marketing method, blogging helps to drive website traffic, builds thought leadership and authority, and drives leads.

  • Bottom of the Funnel (BOF)

    A stage in the buying process, this happens last – when leads move through the top of the funnel (identifying a problem), the middle (shopping for solutions), and finally, to the bottom, where they’re ready to buy. At this stage, leads are interested in a demo, a call, or a free consultation.

  • Bounce Rate

    The number of people who land on a page of your website and leave without clicking on anything before moving on to another page on your site.

  • Brand

    Anything that brings about awareness of a specific product, service or business while separating it from other establishments.

  • Brand Manifesto

    A brand manifesto describes why your organization exists, its purpose, and why people should care about your brand. It’s typically an emotional story that captivates your audience, emotionally connects with them, and persuades them to support your brand. Not only can it build a loyal customer base, but it can also attract top talent to your organization. Examples: hey.com, mymind.com/manifesto, and myleon.co

  • Business-to-Business (B2B)

    Describing a business that markets – or sells – to other businesses.

  • Business-to-Consumer (B2C)

    Describing a business that markets and sells to consumers (think Apple).

  • Buyer Persona

    A summary of your ideal buyer, based on market research, data and hypothesis. The representation helps marketers define their ideal audience and it helps salespeople determine lead quality.

  • Call to Action (CTA)

    Call to action is a marketing term for any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take prompt action.

  • Campaign Budget Optimization (CBO)

    Campaign budget optimization (CBO) makes the most efficient use of your budget spending to get you the overall best results, and ensure that the cost of those results align with your bid strategy. A campaign budget is a budget you set at the campaign level (rather than the ad set level). The amount you set can apply to each day the campaign runs (daily budget) or over the lifetime of the campaign (lifetime budget). All campaign budgets use campaign budget optimization.

  • CAN-SPAM

    CAN-SPAM stands for "Controlling the Assault of Non-Solicited Pornography and Marketing." It's a U.S. law passed in 2003 that establishes the rules for commercial email and commercial messages, it gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law. For example, CAN-SPAM is the reason businesses are required to have an "unsubscribe" option at the bottom of every email.

  • CASL

    CASL stands for "Canadian Anti-Spam Legislation." It's a Canadian law passed in 2013 that covers the sending of "commercial electronic messages" that may be accessed by a computer in Canada. CASL covers email, texts, instant messages, and automated cell phone messages sent to computers and phones in Canada.

  • Churn

    The percentage of customers who cancel a product or service or leave within a specified time period.

  • ClickThrough Rate (CTR)

    This number shows the people that move through your website or marketing campaigns. It’s actually the “clicks” or actions prospects take, divided by the total number of actions people could take. Hence, the name “clickthrough rate.”

  • Closed-Loop Marketing

    The practice of closed-loop marketing is being able to execute, track and show how marketing efforts have impacted bottom-line business growth. An example would be tracking a website visitor as they become a lead to the very last touch point when they close as a customer. When done correctly, you’d be able to see just how much of your marketing investment yielded new business growth. One of the biggest business benefits of implementing an inbound marketing strategy and utilizing inbound marketing software is the ability to execute closed-loop marketing.

  • Cold Calling

    Approaching prospective clients by phone or face-to-face without having ever had any interaction with them before.

  • Cold email

    Using email to interact with a prospect with whom they’ve had no prior contact.

  • Comparative Advertising

    The type of advertising in which a company makes a direct comparison to another brand, firm or organization.

  • Content

    Information created to inform, educate, or influence a specific audience. Content may be released in the form of text, image, video, or audio.

  • Content Management System (CMS)

    A program that manages all of the aspects of creating content. These may include editing, indexing, navigational elements, etc.

  • Content Optimization System (COS)

    A COS is basically a CMS (Content Management System), but optimized to deliver customers the most personalized web experience possible.

  • Conversion Path

    The path, or course of actions, a prospect will go through to eventually become a lead. These events can include a call to action, lead form, thank you page, downloadable content, etc.

  • Conversion Rate

    Percentage of people who take a desired action, such as filling out a form, registering, signing up for a newsletter, or any activity other than just browsing a web page.

  • Conversion Rate Optimization (CRO)

    The process of improving your site conversion using design techniques, key optimization principles, and testing. It involves creating an experience for your website visitors that will convert them into customers. CRO is most often applied to web page or landing page optimization, but it can also be applied to social media, CTAs, and other parts of your marketing.

  • Corporate Identity

    All symbols, colors, logos, etc., that make up the public image of an organization.

  • Cost Per Acquisition (CPA)

    When brands choose the cost per acquisition pricing model while advertising on online advertising platforms, they pay for every acquisition, like a sale or form submission, their advertisement campaign generates.

  • Cost Per Click (CPC)

    An advertising metric that marketers use to determine the amount they will pay for ads based on how many clicks the ad receives. CPC is used most often with Google Adwords and for Facebook ads.

  • Cost Per lead (CPL)

    The total cost marketing pays to acquire a lead. It is an important metric to keep track of and it influences your Customer Acquisition Cost (CAC).

  • Cost-Based Pricing

    A strategic form of pricing intended to cover the expenses of running your business.

  • CSS

    CSS stands for Cascading Style Sheets, and it's what gives your entire website its style, like colors, fonts, and background images. It affects the mood and tone of a web page, making it an incredibly powerful tool. It's also what allows websites to adapt to different screen sizes and device types.

  • Customer Acquisition Cost (CAC)

    A measurement that allows you to assess the cost of scaling up your business. It can be calculated by dividing the time and money spent on customer acquisition for a specific period of time by the number of new customers gained. (Money + Time Spent)/Number of New Customers For example, if you spend $500,000 on Sales and Marketing in a given month and added 50 customers that same month, then your CAC was $10,000 that month.

  • Customer Experience (CX)

    Customer experience, also known as CX, is your customers’ holistic perception of their experience with your business or brand. CX is the result of every interaction a customer has with your business, from navigating the website to talking to customer service and receiving the product/service they bought from you. Everything you do impacts your customers’ perception and their decision to keep coming back or not—so a great customer experience is your key to success.

  • Customer LifeTime Value (CLTV)

    CLTV (Customer LifeTime Value) refers to the amount of revenues that you expect to generate from a customer during the period over which your service will be of value. For example, if a customer signs up for your product for duration of 9 months, the amount that he will pay during the period will determine the life time value.

  • Customer Loyalty

    When a consumer is a repeat buyer of a product, service or brand.

  • Customer Relationship Management (CRM)

    Software that helps you organize all of your marketing and sales activities, including storing contact information, tracking emails, storing deals, and more.

  • Dark

    A term used to describe a prospect who no longer responds to any type of communication.

  • Deal Closing

    A prospect agrees to purchase a product or service and completes a sales transaction

  • Decoy Effect

    n marketing, the decoy effect is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated.

  • Demographics

    A specific profiling aspect that takes into consideration age, gender, income, family life, social class, etc. It’s often used in segmentation or for focal points in marketing and advertising strategies.

  • Digital Marketing (Online Marketing)

    Marketing to a target audience solely via the internet. Could be email marketing, content marketing, etc.

  • Direct Competition

    Competitors that provide the exact same services as your establishment or firm.

  • Direct Mail

    A means of advertising communication that reaches a consumer where they live or their place of business, through the mail, often based on demographics and/or geographical location.

  • Direct Marketing

    Dealing Directly with the ‘end user’ rather than a third party or a middle man. Also can be seen as directly communicating with your primary target audience. Can come in the form of advertising, marketing or communications.

  • Discovery Call

    The very first call with a prospect. The purpose is to find out if they’re a good fit to work with your organization.

  • E-A-T

    Expertise, Authoritativeness, and Trustworthiness. For example, pages that have a beneficial purpose, the amount of expertise, authoritativeness, and trustworthiness (E-A-T) is very important.

  • E-Commerce

    The means of selling products digitally on the internet.

  • Ebook

    Also referred to as a lead magnet, ebooks are generally a piece of longer content designed to generate leads.

  • Editorial Calendar

    It's like a road map for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your strategy. Maintaining an editorial calendar will keep you more organized and show you any gaps you may have in your content library. It also helps ensure you're doing the right things for your personas and not going way off-track with the topics you're covering.

  • Email

    A digital message you can send through the internet to contacts, leads and prospects. Marketing through email takes businesses directly into a consumer’s inbox and provides the ability to create a connection and build trust.

  • Engagement

    Keeping prospects and customers interested in your brand and invested in your success with the understanding that it’s to their benefit, as well.

  • Engagement Rate

    A measurement of likes, shares, comments or other interaction a particular piece of content receives.

  • Evergreen Content

    Content that is valuable to a reader today, in 5 years and in 10 years. This “evergreen” content is timeless, offers the highest-quality information and offers huge SEO benefits.

  • Forecasting

    A prediction of marketing and sales trends that are likely to occur in the future. This forecast is based on historical, quantitative, and qualitative data.

  • Friction

    Any aspect of your website that is hard to understand, distracting or causes visitors to move on from your page.

  • Geographic Segmentation

    Segmenting a group of audiences based on where they live or where they are located.

  • Hashtag

    A keyword phrase, written without spaces, with a # in front of it. It allows you and your audience to interact and converse about specific topics on social media.

  • Ideal Customer Profile (ICP)

    The type of customer who meets all the criteria you’re looking for in a prospect. In other words, your perfect client.

  • Inbound Link

    An inbound link is a link coming from another site to your own website. "Inbound" is generally used by the person receiving the link. Websites that receive many inbound links can be more likely to rank higher in search engines. They also help folks receive referral traffic from other websites.

  • Inbound Marketing

    Advertising your company via content marketing, podcasts, video, eBooks, email broadcast, SEO, Social Marketing, etc., rather than paid advertising.

  • Infographic

    A type of content that is visual in nature, making complex information easy to understand and digest.

  • Internal Marketing

    Efforts to offer a marketing plan to individuals and executives within your own firm to gain their approval and/or support.

  • JavaScript

    JavaScript is a programming language that lets web developers design interactive sites. Most of the dynamic behavior you'll see on a web page is thanks to JavaScript, which augments a browser's default controls and behaviors. Uses for JavaScript include pop-ups, slide-in calls-to-action, security password creation, check forms, interactive games, and special effects. It's also used to build mobile apps and create server-based applications.

  • Key Performance Indicator (KPI)

    A means to measure the performance of various factors, from employee functions to marketing tactics. Tracking KPIs will help your organization achieve its goals.

  • Keyword

    A specific word or phrase that describes the content of a webpage. It should always align with your target audience.

  • Landing Page

    A page on your website that houses a form that prospects will fill out and exchange their personal information for a lead magnet or free offer (such as an ebook, demo or consultation).

  • Lead

    An individual or a company that has shown interest in one of your products or services. Could be either a MQL (Marketing Qualified Lead) or an SQL (Sales Qualified Lead).

  • Lead generation

    Activities with the purpose of generating interest about your product or service. These activities may include content marketing, advertising, referrals and partnerships.

  • Lead Nurturing

    Sometimes referred to as “drip marketing,” lead nurturing is the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel. Inbound marketing is all about delivering valuable content to the right audience -- and lead nurturing helps foster this by providing contextually relevant information to a lead during different stages of the buying lifecycle.

  • Lead Qualification

    Determining whether a client fits your organization’s vision of the ideal customer.

  • Lifetime Customer Value (LTV)

    A prediction of the net profit attributed to the entire future relationship with a customer.

  • Long-Tail Keyword

    A long-tail keyword is a very targeted search phrase that contains three or more words. It often contains a head term, which is a more generic search term, plus one or two additional words that refine the search term. For example: - Head term: unicorn - Long-tail keywords: unicorn games online, unicorn costumes for kids, unicorn videos on YouTube Long-tail keywords are more specific, which means visitors that land on your website from a long-tail search term are more qualified, and consequently, more likely to convert.

  • Look Alike Audience (LAA)

    A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they're similar to your best existing customers. When you create a Lookalike Audience, you choose a source audience (a Custom Audience created with information pulled from your pixel, mobile app, or fans of your Page). The ad plateform identifies the common qualities of the people in it (for example, demographic information or interests). Then, they deliver your ad to an audience of people who are similar to (or "look like") them.

  • Loss Aversion

    Refers to the psychological idea that people feel more negatively about losing money than they do about the prospect of getting money.

  • Margin

    The profit gained from a product or service after all expenses for selling that product or service are covered.

  • Market Development

    The act of taking an existing product or service to a new market.

  • Market Penetration

    A strategy used to sell more of an existing product within the current markets it is being sold.

  • Market Research

    High-intelligence research and development of a specific industry for the betterment of sound business decisions.

  • Market-Based Pricing

    Similar to competitive based pricing in the sense that this type of pricing is based off of the streamlined/current pricing for a specific product or service within the same industry.

  • Marketing

    The process of identifying, anticipating and satisfying customer requirements in a profitable way.

  • Marketing Automation

    This is the tool that lets you “automate” your marketing campaigns. Through lead nurturing, behavior-based strategies and more, you can use marketing automation to send the right marketing messages to the right people at the right time.

  • Marketing Calendar

    A marketing calendar is a written roadmap for marketing activities. It visualizes your planning and when to complete strategies. In other words, it is an actionable tool to achieve your marketing goals in a certain period.

  • Marketing Mix

    Marketing may refer to the process of value exchange that is facilitated by the 4 Ps. The term 'marketing mix' is a foundation model for businesses, historically centered around product, price, place, and promotion.

  • Marketing Qualified Lead (MQLs)

    Leads that have been reviewed by marketing and determined to satisfy the demographics and behavioral criteria necessary to be passed along to sales.

  • Middle of the Funnel (MOFU)

    The stage of the sales funnel which a buyer enters after they have identified a problem. This is the point at which you position your business as the solution to their problem.

  • Mobile Optimization

    Mobile optimization means designing and formatting your website so that it’s easy to read and navigate from a mobile device. This can be done by either creating a separate mobile website or incorporating responsive design in initial site layout. Google's algorithm now rewards mobile-friendly websites, so if your site isn't fully optimized for mobile devices, you will likely see a hit to your ranking on mobile searches.

  • Monthly Recurring Revenue (MRR)

    The amount of income produced each month from subscriptions to your products or services.

  • Native Advertising

    A type of online advertising that takes on the form and function of the platform it appears on. Its purpose is to make ads feel less like ads and more as part of the conversation. That means it's usually a piece of sponsored content that's relative to the consumer experience, isn't interruptive, and looks and feels similar to its editorial environment. Native advertising can come in many forms, whether it's radio announcers talking favorably about a product sponsoring the show, or an article about a product or company showing up in your news source.

  • Net Promoter Score (NPS)

    A customer satisfaction metric that measures, on a scale of 0-10, the degree to which people would recommend your company to others. The NPS is derived from a simple survey designed to help you determine how loyal your customers are to your business. To calculate NPS, subtract the percentage of customers who would not recommend you (detractors, or 0-6) from the percent of customers who would (promoters, or 9-10). Regularly determining your company’s NPS allows you to identify ways to improve your products and services so you can increase the loyalty of your customers.

  • New Product Development

    The creation of a new product that involves research, development, product testing and launching.

  • Niche Market/Business

    A very specific segment of a market in which you are trying to meet the needs of that market.

  • No-Follow Link

    A no-follow link is used when a website does not want to pass search engine authority to another webpage. It tells search engine crawlers not to follow or pass credit to linked websites as a way to avoid association with spammy content or inadvertently violating webmaster guidelines. To varying degrees, the no-follow attribute is recognized by all major search engines, like Google, Yahoo, and Bing. Not all links (and linking domains) are created equal, and a no-follow attribute helps avoid any foul play.

  • Off-Page Optimization

    This is the free-spirited cousin of on-page optimization. Off-page SEO refers to incoming links and other outside factors that impact how a webpage is indexed in search results. Factors like linking domains and even social media play a role in off-page optimization. The good news is that it’s powerful; the not so good news is that it’s mostly out of an inbound marketer’s control. The solution? Create useful, remarkable content and chances are people will share and link to it.

  • Offer

    This is an asset that you’ll offer prospects on a landing page. The offer is designed to help you generate leads, and they can include everything from a webinar, ebook, checklist, template, demo and more.

  • On-Page Optimization

    This type of SEO is based solely on a webpage and the various elements within the HTML (see “H” if you skipped here directly). Ensuring that key pieces of the specific page (content, title tag, URL, and image tags) include the desired keyword will help a page rank for that particular phrase.

  • Onboarding

    This term can refer to introducing a new customer or client to your services or products, or it’s used to describe assimilating a new employee into your organization.

  • Pay Per Click (PPC)

    A method of advertising on the internet where you only pay when someone “clicks” on your ad.

  • Performance Marketing

    Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers and marketing companies are paid when a specific action is completed; such as a sale, lead, or click.

  • Personal Development Plan

    Developed for individuals who are looking to evaluate their S.W.O.T. analysis to plan their future achievement and success.

  • Point Of Contact (POC)

    The representative who is the decision-maker/facilitator for their organization in terms of marketing and sales.

  • Portfolio

    A series of case studies that provide proof of value to potential customers.

  • Propensity Modeling

    Propensity models are often used to identify those most likely to respond to an offer, or to focus retention activity on those most likely to churn. The model may be applied to your database to score all your customers or prospects. You can then select only those who are most likely to exhibit the predicted behaviour, for example response, and focus your mailing activity appropriately.

  • Public Relations (PR)

    A series of media releases, conferences, social images, etc. that make up and maintain the reputation of an organization and its brands.

  • Qualified Lead

    A lead that is qualified meets your company’s criteria, or buyer persona attributes, and is more likely to buy. A marketing qualified lead meets marketing objectives, while a sales qualified lead meets sales objectives.

  • Referral

    A prospect or lead generated from someone who may be interested in what the salesperson is selling.

  • Relationship Marketing

    Establishing relationships with the intent of developing a long term association with a prospect or potential customer. This strategy is much less expensive than gaining new customers.

  • Research and Development

    The process of discovering and developing new products and services.

  • Responsive Design

    A website that changes based on the device the consumer uses. Mobile, laptop, and desktop devices offer different views of a website, and responsive design accommodate for each view, without having to build separate websites for each one.

  • Return on Ad Spend (ROAS)

    ROAS stands for return on ad spend—a marketing metric that measures the amount of revenue your business earns for each dollar it spends on advertising. For all intents and purposes, ROAS is practically the same as another metric you’re probably familiar with: return on investment, or ROI. In this case, the money you’re spending on digital advertising is the investment on which you’re tracking returns. At the most basic level, ROAS measures the effectiveness of your advertising efforts; the more effectively your advertising messages connect with your prospects, the more revenue you’ll earn from each dollar of ad spend. The higher your ROAS, the better.

  • Return On Investment (ROI)

    A way to measure the profitability of the investment you make in marketing, sales, etc. 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 savvy way to ensure you’re putting your money into the strategies that bring results. To calculate ROI use the formula ROI = (Current Value of Investment−Cost of Investment)/Cost of Investment

  • S.W.O.T. Analysis

    An internal study often used by organizations to identify their strengths, weaknesses, opportunities, and threats.

  • Sales Accepted Leads (SALs)

    Leads formally accepted by the sales team for qualification according to your service-level agreement (SLA).

  • Sales Funnel

    The entire sales process as a whole – from prospect to paying customer – and all marketing, advertising and sales processes in between.

  • Sales Qualified Leads (SQLs)

    Leads qualified by the sales team as opportunities moved into the seller’s pipeline.

  • Satellite Content

    Satellite Content is content you post outside of your regular web site on 3rd party sites. This can supply a steady stream of long term targeted traffic to your web site. On all sites that you post on, include links back to the page on your web site that speaks to the content you are talking about or to a well-designed squeeze page advertising your product or service. If you are writing about email marketing, the link should go to your email marketing page, if you are writing about how to use word of mouth marketing effectively, then your links should point to your word of mouth marketing page.

  • Search Engine Optimization (SEO)

    A method to increase a webpage’s performance in web search results. By tweaking elements on a webpage (there are on-page and off-page SEO factors), you can move a webpage up on a search result “page.” Marketers generally want to get their website page to appear on page 1 of a search result, ideally at the very top of the page. SEO elements include keywords, title and image tags, links, and more.

  • Service Level Agreement (SLA)

    For marketers, an SLA is an agreement between a company's sales and marketing teams that defines the expectations Sales has for Marketing and vice versa. The Marketing SLA defines expectations Sales has for Marketing with regards to lead quantity and lead quality, while the Sales SLA defines the expectations Marketing has for Sales on how deeply and frequently Sales will pursue each qualified lead. SLAs exist to align sales and marketing. If the two departments are managed as separate silos, the system fails. For companies to achieve growth and become leaders in their industries, it is critical that these two groups be properly integrated.

  • SMART Goals

    S = Specific. Set real numbers with real deadlines. M = Measurable. Improving your writing skills is great, but not measurable. A = Attainable. Work towards a goal that is challenging, but possible. R = Realistic. Be honest with yourself, what you know, and the resources available. T = Time. Give yourself a deadline.

  • Social Media

    Platforms like Facebook, Twitter, Instagram and Snapchat that help users connect. Marketers use these networks to increase awareness, grow their customer base and achieve business goals.

  • Software-as-a-Service (SaaS)

    Any software that is hosted by another company, which stores your information in the cloud. Examples: HubSpot, Salesforce, IM clients, and project management applications.

  • Survivorship Bias

    Survivorship bias or survival bias is the logical error of concentrating on the people or things that made it past some selection process and overlooking those that did not, typically because of their lack of visibility. This can lead to false conclusions in several different ways. It is a form of selection bias.

  • Target Marketing

    A group of customers toward which a business has decided to aim its marketing efforts and merchandise.

  • TikTok

    TikTok is a Chinese video-sharing social networking service owned by ByteDance, a Beijing-based company founded in 2012 by Zhang Yiming. It is used to create short dance, lip-sync, comedy, and talent videos.

  • Top of the Funnel (TOFU)

    Whereas Bottom of the Funnel (BOFU) prospects are in the ready-to-buy stage, TOFU customers are at the initial stages of the buying process. They are looking for answers to a problem they just realized they are having. Marketers create TOFU content that help prospects identify the problem and leads them to solutions.

  • Traditional Marketing

    Traditional marketing refers to any type of marketing that isn't online. This means print, broadcast, direct mail, phone, and outdoor advertising like billboards.

  • Unique Selling Proposition

    A factor that differentiates a product from its competitors, such as the low cost, the quality, etc.

  • User Experience

    The experience a user has with your brand/website, from the moment they discover you, through the purchase and beyond – where customers become advocates.

  • User Experience (UX)

    The overall experience a customer has with a particular business, from their discovery and awareness of the brand all the way through their interaction, purchase, use, and even advocacy of that brand. To deliver an excellent customer experience, you have to think like a customer, or better, think about being the customer.

  • User Interface (UI)

    A type of interface that allows users to control a software application or hardware device. A good user interface provides a user-friendly experience by allowing the user to interact with the software or hardware in an intuitive way. It includes a menu bar, toolbar, windows, buttons, and so on.

  • Value Proposition

    A value proposition is a promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value will be delivered, experienced and acquired. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services.

  • Value Statement

    A description of your company’s top priorities and how those translate into marketing and sales initiatives.

  • Viral Marketing

    A method of product promotion that relies on getting customers to market an idea, product, or service on their own.

  • Website

    A series of webpages that are connected, beginning with a homepage and generally includes other pages like “contact,” “about,” and “services.”

  • Workflow

    A series of emails designed to nurture leads. A powerful marketing asset, you can use workflows to engage leads, learn more about prospects, segment lists, and much more.