Business Strategy Jargon – Confused by a complex marketing password? Let’s keep things simple by defining marketing terms in an easy-to-understand way.
A marketing password may seem complicated, but it doesn’t have to be. Instead of lengthy marketing terminologies, we’ve created easy-to-understand definitions for today’s most popular marketing jargon. Let’s get started.
Business Strategy Jargon
Before we jump right into these terms, we wanted to provide some context. We’ve divided our comprehensive list into categories based on when and where these marketing terms are most commonly used. If you continue reading, you will learn more:
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These categories should make more sense for many of the marketing terms you see below. We also recommend reading this page so you can come back to it later if you need it. Let’s start by looking at the basic marketing buzzword.
Everyone who enters the world of marketing has to start somewhere. Before diving too deep into advanced marketing jargon, it’s a good idea to understand the basic terms. Here are explanations of common marketing terms for beginners.
Advocate Marketing – Involves a brand that creates affinity or deep affection among its customers. Apple is a great example of a company known for its strong brand advocates.
Affiliate Marketing – A type of marketing that rewards third parties for sending traffic that results in new sales or signups for the business.
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Bottom of the Funnel Marketing – These are marketing efforts aimed at leads who are close to or in the final stages of buying. Bottom of the funnel marketing strategies often include free trials and product demos.
Buyer Persona – A general representation of a company’s ideal customer, including specific behaviors, lifestyle choices, and other types of information based on market research and data.
CRM – This means customer relationship management, which covers all aspects of interacting with companies. Examples of this are accurate management of contact lists, interaction with customers and other tasks focused on customer growth.
CTA (Call to Action) – Calls to action are marketers’ ways of encouraging the audience to take a certain type of action. This action may include making a purchase, downloading a software demo, signing up for an email list, or something similar.
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Growth Hacking – Don’t worry, this is a type of growth marketing that doesn’t involve anything unethical. Growth hacking is simply a term for methods used to help a business grow in a short period of time without excessive marketing costs. If someone can execute these strategies, they are usually part of the company’s growth team.
Marketing Automation – Marketing automation involves the use of software to automatically create and execute marketing strategies. This software can be managed either internally or by outsourcing cooperation with another company.
Mid Funnel – This is the area of the marketing funnel where buyers are most interested. They are already familiar with your product or service and are likely to consider making a purchase. However, people in the middle of the funnel need more details and persuasion before they go down the funnel.
Top-of-the-funnel – This area of the marketing funnel focuses on efforts to generate leads and generate initial interest in a product, service or company. Top-of-the-Funnel marketing is where general information is shared, and things get deeper as someone moves down the funnel.
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Word of Mouth Marketing – Word of mouth marketing happens when people tell others how much they love your business.
If your company sells its products and/or services to other companies, you are in the B2B (business-to-business) industry. Anyone who works in this industry knows that it contains a lot of specific marketing terms that are not used when marketing to a wider consumer base. Let’s take a closer look at the most commonly used B2B marketing jargon.
Account Based Marketing – Many B2B companies use this approach or technique for each of your B2B customers or accounts.
Inbound Marketing – This type of marketing involves the arrival of leads to the company. Popular ways to get inbound leads include social media marketing, content marketing, email marketing, and search engine optimization.
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Lead Generation – This is the process of attracting and bringing in new people who will eventually become customers. There are many ways to generate leads, including content, email, social media, and referral marketing.
Lead Nurturing – Term for building relationships with potential customers. There are many ways to nurture leads, including retargeting, sending a follow-up email, making a follow-up phone call, and posting on social media.
MQL (Marketing Qualified Lead) – An MQL is a qualified lead that is potentially ready to buy. This is the first stage of the sales funnel, and it happens before the lead becomes an SQL (Sales Qualified Lead).
Outbound Marketing – Unlike its inbound counterpart, outbound marketing requires employees to find and convert potential customers and leads. This often includes cold calling, emailing and visiting leads in an attempt to win their business.
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Prospect – Someone who is interested in becoming a customer but is not yet ready to make a purchase. Unlike a lead, prospects are those who have been accepted (usually by the marketing or sales team) as more serious potential buyers. Prospecting is important because it helps businesses avoid wasting time with unqualified leads.
SQL (Sales Qualified Lead) – This is an abbreviated term for a lead that has the means and ability to purchase your products or services. Many companies do this by using lead scoring, which is designed to assess how often leads interact with your business. In general, leads who spend the most time talking to your employees and/or interacting with your website are more likely to become prospects.
Now more than ever, companies are implementing digital strategies with great results. Despite this, digital marketing is full of terms and acronyms that leave everyone scratching their heads in confusion. Here’s a breakdown of several popular digital marketing terms.
Backlinking – This is the process of creating a digital link that goes from one website to another. External linking connects a website to others, while internal linking occurs when a website links to another page on its own website.
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Conversion Rate – When a website visitor completes an action desired by the company, it leads to a result. The conversion rate is the basic equation used to calculate the chances or chances of this happening. It ultimately indicates the success or failure of a marketing program.
CPC (Cust-Per-Click) – This number indicates how much is spent each time a visitor clicks on a particular website. The formula takes into account the total payment divided by the number of clicks.
Keywords – This is the term given to any word or combination of words that someone types when typing a query or doing a search on a search engine. Learning keywords gives marketers important information about the popularity (search volume) of search terms.
PPC (Pay-Per-Click) – This is a type of paid advertising method where companies pay for advertising space on other websites. The ad is created to entice readers to click, with the goal of getting more traffic.
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SaaS (Software as a Service): SaaS is a business and delivery model where software is offered to customers on a subscription basis. It is sometimes called “on-demand software” and offers specific services. For example, Dropbox offers cloud storage, Mailchimp serves as an email marketing platform, and Slack offers communication channels.
SEO (Search Engine Optimization): Search engine optimization involves using a combination of strategies to rank a website higher in search results. SEO is divided into two main categories: on-page and off-page. On-page SEO involves what website visitors see, and off-page SEO focuses more on backlinking.
SERPs (Search Engine Results Pages): When someone types a keyword into a search engine, they are sent to the SERPs. This is the search engine’s way of ranking indexed websites.
UX (User Experience): In the world of digital marketing, user experience starts the moment someone visits a website. Site speed, features, appearance, landing pages and other factors all contribute to the user getting the best possible web browsing experience.
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Whether you work in a marketing-related role or just want to learn more about it, it’s important to take the time to learn more about referrals. Here you can find more information about commonly used referral marketing terms.
Incentives: Incentives are a popular way for businesses to attract referrals from customers. These can be discounts, free products and other rewards.
Affiliate Programs: These are partnerships where one company joins with another to promote each other’s products, services or marketing efforts.
Referral Marketing: One of the best proven and time tested marketing methods. Referral marketing is based on referrals, when someone refers or recommends your company to another person or company. For B2C companies, recommendations often come from customers. On the other hand, B2B referrals often come from other companies. Referral marketing incentives may include free products, discounts and reward points. If you want to automate this process, consider using referral marketing software.
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Referrer: Someone in a referral program who refers your business to others. If your business asks for referrals, this is the type of person you are targeting.
Recommender: A recommender is a person who receives a recommendation from a recommender (see