Where every click is a journey and every impression counts.
A prospect that sales has deemed worthy of their time, achieved through either genuine purchasing intent or sheer luck.
Someone whose voice closely resembles another person's, often employed for dubbing, parody, or when a celebrity doesn't want to show up to the recording session. The entertainment industry's way of saying 'good enough.'
In marketing, the much-hyped 'trickle-down effect'—the theory that benefits bestowed upon the wealthy will eventually drip down to the poor, despite all evidence suggesting they mostly just pool at the top. Also, literal trickling of fluids.
When content creators hit the brakes on overhyped products and tell you to save your money instead. It's basically the anti-influencer move: honest product roasting that encourages critical thinking over impulse purchasing.
The revenue generated for every dollar spent on advertising, assuming your attribution model isn't complete fiction.
Marketing activities designed to create awareness and interest in your product, typically at the top of the funnel. It's the art of getting people to realize they have a problem you can solve.
Information about what someone is searching for, researching, or actively trying to solve. It's basically reading minds but with cookies and browser history.
A bundled collection of tools, resources, or pre-made components designed to make someone's job easier (or appear easier than it actually is). Marketing kits often promise 'everything you need' but require three PhD degrees and a weekend of work to actually use properly.
The price of showing your ad to 1,000 people, regardless of whether they notice, care, or develop sudden amnesia about your brand.
The practice of directing your marketing efforts, messaging, or campaigns toward a specific audience segment with surgical precision—or at least the intention to do so before analytics reveal you missed wildly.
A prospect or lead who has been successfully transformed from a skeptic into a paying customer—or in marketing metrics, that beautiful moment when a prospect's value finally justifies the ad spend that chased them.
The amount you pay each time someone clicks your ad, a fee structure designed to reward quantity over quality.
Tailoring content, offers, and experiences to individual users based on their behavior, preferences, and data. It's the art of making customers feel special while using algorithms.
The measurement and analysis of website visitor behavior and interactions. It's how you discover what you're doing wrong with hard data.
The practice of optimizing your website to rank higher in organic search results for relevant keywords. It's the long game everyone claims to play but few actually execute.
A lead that meets your predetermined criteria for being a good potential customer, usually based on fit and interest level. It's a lead that won't waste your sales team's time (in theory).
The practice of systematically improving the percentage of visitors who complete a desired action. It's where you obsess over pixels and sentences until your users finally comply.
Unpaid traffic from search engines where users find your content through natural ranking. It's the traffic you deserve but have to work hard to earn.
The tendency to overcredit one marketing channel while ignoring others' contributions. It's confirmation bias's sleazy cousin who always shows up to steal the spotlight.
An advertising model where you only pay when someone clicks your ad. It's gambling but with spreadsheets.
A marketing strategy that encourages rapid, organic sharing of content so it spreads exponentially. It's the lottery ticket of marketing—everyone dreams of it, few win.
A person engaged in the act of purchasing goods—the lifeblood of retail. Also, the name for those coupon-laden community newspapers that somehow end up in everyone's mailbox.
The distinct set of psychological and social characteristics that define an individual or brand—what makes you, well, you. In marketing, it's the carefully curated persona that sells the product alongside the product itself.
A marketing phenomenon where a product everyone in your bubble swears is popular gets discontinued within a week due to abysmal actual sales—a humbling reminder that your friend group's opinions don't represent market reality. Named after a marketing theorist, it's the universe's way of deflating hype.