softening

Definition

To weaken resistance, morale, or harsh edges—the corporate equivalent of turning down an opponent's defenses before asking them to sign the contract.

Example Usage

The sales team spent weeks softening up the prospect with free trials and executive lunches before the big ask.

Source: Common business terminology

Related Terms

Intermediate

contextual targeting

Placing ads based on the content of the page rather than the user's browsing history, making a surprising comeback now that cookies are endangered. It's targeting ads like it's 1999, except now algorithms read the pages instead of humans.

📣 Marketing / Advertising

Advanced

Programmatic

Using robots to buy and sell ad space in milliseconds, removing the human element from advertising so brands can accidentally appear next to conspiracy theory videos at the speed of light. It's efficient, opaque, and occasionally terrifying.

📣 Marketing / Advertising

Intermediate

A/B Testing

The scientific method of showing two versions of something to see which one sucks less. It's like asking your mom and your friend which outfit looks better, except with statistically significant sample sizes and far less emotional damage.

📣 Marketing / Advertising

Advanced

private marketplace

An invitation-only programmatic auction where premium publishers offer inventory to selected buyers at negotiated floors. The velvet rope section of the ad exchange nightclub.

📣 Marketing / Advertising

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share of wallet

The percentage of a customer's total spending in a category that goes to your brand, measuring loyalty in dollars rather than sentiment. The ultimate relationship status metric.

📣 Marketing / Advertising

Intermediate

churn and burn

A customer acquisition strategy that accepts high turnover rates by constantly replacing lost customers with new ones rather than improving retention. The marketing equivalent of a leaky bucket with a really big hose.

📣 Marketing / Advertising

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