Marketing Glossary

Growth hacking is a marketing strategy focused on rapid experimentation across various channels and product development processes to identify the most effective ways to grow a business.

‍Long form video refers to video content that goes in-depth on a topic, story, or concept to provide deep value to viewers.

Short form video is a highly engaging, bite-sized video content shared on social media.

Sales is the process of identifying, engaging, and converting potential customers into buyers for a product or service.

Marketing is the process of promoting, selling, and distributing a product or service, designed to connect with a target audience, create value, and ultimately drive customer actions.

Long form content refers to in-depth pieces of content, typically over 1,000 words, that thoroughly explore a topic, answer complex questions, or provide comprehensive insights.

Short form content refers to brief, engaging content designed to capture attention quickly, typically lasting anywhere from a few seconds to a few minutes.

‍‍A blog post is a text-based piece of content published on a website intended to deliver value to the site's readers.

An email newsletter is a regularly scheduled email sent to a subscriber list, providing curated content, updates, promotions, and insights.

A product demo video is a short, informative video designed to showcase a product’s features, functionality, and benefits in action.

A promotional video is a short, engaging video created to showcase a brand, product, service, or event.

A one sheet is a single-page marketing document that provides an impactful, high-level overview of a business, product, individual, or event, often used in marketing, public relations, and sales.

A sales sheet is a one-page marketing document that provides a high-level overview of a product or service, designed to quickly capture interest and support sales conversations.

A data sheet is a concise marketing document that provides an overview of a product, service, or solution.

A pitch deck is a visual presentation that provides an overview of a business, product, or idea to potential customers, investors, partners, or stakeholders.

Market research is the process of gathering, analyzing, and interpreting data about a business's target audience.

Market segmentation is the process of dividing a broad target market into smaller, more defined groups in order to support specialized marketing campaigns.

Media buying is the process of purchasing advertising space across various media channels, such as TV, radio, print, digital, and social media, to place brand messages in front of a target audience.

Paid media refers to any type of marketing or advertising a business pays for to reach and engage potential customers.

‍Sentiment analysis is a process that uses natural language processing (NLP) and machine learning to determine the emotional tone, intent, and opinion expressed in text data.

‍An attribution model is a framework used to analyze and assign credit to marketing channels for lead and customer acquisition.

An Ideal Customer Profile (ICP) is a detailed description of the type of company or customer that would benefit most from a business’s products or services.

‍A buyer persona is framework businesses and marketing teams use to characterize an ideal customer based on research, data, and insights into a target audience.

A lookalike audience is a digital marketing concept that involves identifying a group of people who share similar characteristics, behaviors, or interests with an existing target audience.

A marketing channel is a platform or medium through which businesses reach potential customers to promote their products, services, or brand.

Owned media refers to the marketing channels that a brand directly controls, such as its website, blog, email newsletters, and social media profiles.

Referral marketing is a strategy that encourages existing customers to refer new customers to a business, often through incentives like discounts, rewards, or exclusive offers.

Customer advocacy is a strategy where businesses focus on cultivating strong, positive relationships with customers, encouraging them to actively endorse, recommend, and promote the brand to others.

"Land and expand" go-to-market (GTM) strategy where a company initially secures a small or pilot contract within a larger organization (“lands”) and then works to build on that initial success by expanding the engagement.

Customer success is a business discipline focused on ensuring that customers achieve their desired outcomes while using a company’s products or services.

Customer renewals refer to the process of existing customers renewing their contracts, subscriptions, or services with a business.

Earnings Before Interest, Taxes, and Amortization (EBITA) is a financial metric that measures a company’s operating profitability by calculating its earnings before accounting for interest, taxes, and amortization expenses.

Monthly Recurring Revenue (MRR) is a key metric measuring the predictable, monthly revenue generated from recurring customer contracts or subscriptions.

Annual Recurring Revenue (ARR) is a key metric measuring the predictable, annualized revenue generated from recurring customer contracts or subscriptions.

‍Revenue is the total income generated by a business from its core operations, such as sales of products, services, subscriptions, or other primary sources.

‍Churn rate is a metric that measures the percentage of customers who stop doing business with a brand over a specific time period.

Upselling is a sales technique that encourages customers to purchase a higher-end or upgraded version of a product or service.

Cross-selling is a sales strategy that entails attempting to get existing customers to purchase more of a brands products or services.

The customer journey represents the entire process a customer goes through when interacting with a brand, from initial awareness to final purchase and beyond.

Annual Contract Value (ACV) is the average annual revenue generated from a single contract or customer.

Customer Lifetime Value (CLV) is the total revenue a business expects to generate from a customer over the entire duration of their relationship.

Native advertising is a form of paid advertising designed to blend in seamlessly with the content on the platform it appears on.

Paid search is a form of digital advertising where businesses pay to have their ads appear at the top of search engine results pages (SERPs) when users search for specific keywords or phrases.

Programmatic advertising is the automated process of buying and selling digital ad space in real-time through software and algorithms, rather than through traditional, manual methods.

Lead acquisition is the process of collecting the contact information of potential customers who may be interested in a brand’s products or services.

Lead capture is the process of collecting contact information from potential customers who have shown interest in a brand’s product or service.

Earned media refers to exposure a brand receives through unpaid third party channels, including organic mentions, shares, reviews, and media coverage.

Lead nurturing is the process of building and maintaining relationships with potential customers throughout their buying journey.

Guerrilla marketing is a term used to describe marketing strategies that are unconventional, sometimes low-cost, and that aim to create impactful brand impressions.

Lead scoring is a process used by sales and marketing teams to assess potential customers based on their likelihood of becoming customers.

Lead qualification is the process of evaluating and identifying potential customers who are most likely to make a purchase or become long-term clients.

A Sales Qualified Lead (SQL) is a lead that has been vetted and determined to be ready for direct engagement with the sales team.

A Marketing Qualified Lead (MQL) is a potential customer who has shown a high level of interest in a brand’s products or services, meeting a predetermined set of criteria that marketing and sales teams use to gauge interest.

Evergreen content is high-quality content that remains relevant and valuable over time, continuously attracting visitors.

A/B testing is a method of comparing the performance of two versions of a marketing asset.

Demographic targeting is a marketing strategy that focuses on reaching specific audience segments based on demographic characteristics like age, gender, income, education, occupation, location, and more.

In the context of marketing, social proof refers to the influence that customer reviews, testimonials, endorsements, and other user-generated content have on potential customers.

Shoppable posts are social media posts that allow users to buy products directly within the post.

Social media advocacy involves encouraging individuals—such as employees, customers, or brand partners—to share positive content about a brand on their personal social media profiles.

Customer Acquisition Cost (CAC) is a key business metric that measures the total cost of acquiring a new customer, including marketing and sales expenses.

Retargeting is a digital marketing technique used to re-engage people who have previously interacted with a brand’s website, social media, ads, or other content.

A boosted post is a type of paid social media content that takes an existing organic post and applies an ad budget to deliver it to a wider audience.

Ephemeral content refers to online content that is temporary, like a 24-hour social media story, that typically disappears after a set period of time.

Share of voice (SOV) is a marketing metric that measures a brand's presence and visibility compared to its competitors across various channels, such as social media, advertising, and organic search.

Social listening is the process of monitoring social media platforms, forums, blogs, and other online communities to track conversations, mentions, and trends.

A target audience is a specific group of people that a brand or creator aims to reach with their products, services, or marketing efforts.

User tagging is the practice of mentioning or "tagging" another user's account in a post, comment, or story on social media platforms such as Instagram, Facebook, Twitter, LinkedIn, and TikTok.

Story ads are full-screen, vertical advertisements that appear within the stories feature on social media platforms like Instagram, Facebook, Snapchat, and TikTok.

A website CMS (Content Management System) is a software platform that allows users to create, manage, and modify content on a website.

A social media ambassador is an individual, typically a loyal customer, influencer, or employee, who represents and promotes a brand on social media platforms.

Meme marketing is a strategy that uses viral internet memes—images, videos, or text with humorous or relatable content—as part of a brand’s marketing efforts.

Social commerce is the integration of e-commerce into social media platforms, allowing users to discover, browse, and purchase products directly within their favorite social media apps

A social media takeover is a marketing tactic where a brand temporarily hands over control of its social media account(s) to an influencer, celebrity, employee, or partner with the goal of generating engagement and excitement.

Social media sentiment refers to the tone, emotions, and overall opinions conveyed in social media discussions surrounding a brand, product, or service.

Nano-influencers are social media users with smaller but deeply engaged and loyal audiences, often within highly specific niches.

Micro-influencers are social media users with a smaller but highly engaged and dedicated following, often focused on a specific niche like beauty, fitness, travel, or technology.

Social Media ROI (Return on Investment) refers to the measurement of the revenue or value generated from social media activities compared to the amount of time, effort, and money invested in them.

Social selling, also referred to as social commerce, is the practice of integrating shopping directly into social media platforms and experiences.

Social Share of Voice (SOV) refers to the percentage of conversations and mentions on social media about your brand compared to competitors.

A social media strategy is a plan outlining how a business or creator will use social media platforms to achieve their marketing and branding goals.

Paid social media advertising refers to the use of sponsored content or ads on social media platforms.

Social media moderation is the process of monitoring, reviewing, and managing user-generated content on social media platforms.

A social media influencer is an individual who has built a dedicated following on social media platforms by consistently sharing content that resonates with their audience.

A social media audit is the process of evaluating a brand or creator's social media accounts to assess their performance, identify areas for improvement, and ensure alignment with goals.

A social media calendar is a planning tool used to organize and schedule upcoming content across various social media platforms.

A social media handle is the unique username that an individual or brands uses on social media platforms.

An @ mention is a way of tagging or referencing a user, brand, or business on social media platforms by including the "@" symbol followed by their username (e.g., @Nike).

A hashtag is a word or phrase preceded by the "#" symbol (e.g., #personalpranding), used on social media platforms to categorize and bookmark content to make it more discoverable.

Social media analytics refers to the metrics and data marketing professionals and content creators can use to assess social media performance.

Social media impressions refer to the total number of times a piece of content is displayed on a social media platform.

Social media engagement refers to the interactions users have with content on social media platforms.

In the context of marketing and social media, reach refers to the total number of people who see your content on social media or other digital platforms.

A social media post is any content—such as text, images, videos, or links—shared on social media platforms.

A sales pitch is a concise, persuasive message designed to convince a potential customer to take a specific action, such as purchasing a product or service, scheduling a meeting, or requesting more information.

Social media management refers to the process of overseeing the social media presence for a brand or creator.

A social media automation platform is a software tool that allows businesses and marketers to streamline, schedule, and manage their social media marketing efforts.

Social media listening refers to the process of monitoring social media platforms for mentions, conversations, and discussions related to a brand, product, service, industry, or specific keywords.

Event marketing is the process of planning, promoting, and executing an event to promote a brand, its products, and services.

Sales enablement refers to the process of providing sales teams with the tools, resources, content, and training they need to engage buyers and close more deals.