Marketing vocabulary
Marketing vocabulary
20 Business and management terms
Student glossary to lean new marketing and business word in English
- A/B Tests
- Creating 2 versions of a digital asset to see which one users respond to better. Examples of assets include a landing page, display ad, marketing email, and social post.
- Ad Copy
- The words in your advertising messages to customers. Ad copy can be the headline of a display ad, the subject line of a marketing email, the call to action (CTA) of a Facebook ad, or the script of a video or TV spot.
- Advertorial
- Advertising and editorial content combined.
- AIDA
- An acronym used in Sales that stands for Attention/Awareness, Interest, Desire, Action.
- Alt Text
- Text that shows in place of images or pops up when you hover your mouse over an image. Alt text, or alternative text, is written into the HTML code of a web page to describe an image in case the image doesn’t show.
- Anchor Text
- The wording of a link on a website, in an email, or within another digital asset.
- Example: One example of anchor text is “read more.”
- ARR
- Annual Recurring Revenue. For recurring revenue companies, ARR provides a high-level look at how recurring revenue or subscription business is growing over time.
- Backlinks
- Links on websites other than your own that go back to a page on your website.
- Bad Leads
- Leads that are unlikely to become paying customers -- and a sales rep's worst nightmare, because they are a waste of time.
- BANT
- An acronym used in sales for lead qualification that stands for Budget, Authority, Need, Timeline. It's a famous tool for sales reps and sales leaders to help them determine whether their prospects have the budget, authority, need, and right timeline to buy what they sell.
- BIMI
- Brand Indicators for Message Identification (BIMI) is an emerging security technology that helps authenticate your email marketing and builds trust with your customers.
- Black Hat SEO
- Not a great idea. Black hat SEO is an approach to search engine optimization (SEO) that focuses on gaming the system and disregards the human experience.
- Bluebird Sales
- A "bluebird" is a sale that came seemingly from nowhere or with unexpected ease
- Example: A sales rep might say, "Fortunately, a bluebird flew right in at the end of the quarter, helping me reach my goal."
- Bottom of the Funnel (BOFU)
- A stage of the buying process leads reach when they're just about to close into new customers.
- Bounce Rate
- The percentage of visits to your website where only 1 page was viewed. When we say users "bounce," we mean they viewed a page of your site or a landing page but didn’t engage further.
- Breadcrumbs
- They’re a form of website navigation that shows users the sections they’ve visited in the order they visited them so they can retrace their steps easily.
- Churn Rate
- A metric that measures how many customers you retain and at what value
- Example: To calculate churn rate, take the number of customers you lost during a certain time frame, and divide that by the total number of customers you had at the very beginning of that time frame.
- Conversion Path
- The "events" on a company's website that help companies capture leads. In its most basic form, it'll consist of a call-to-action (typically a button that describes an offer) that leads to a landing page with a lead capture form, which redirects to a thank-you page where a content offer resides.
- Flywheel
- The flywheel is a new way of conceptualizing the sales process, replacing the funnel where customers are thought of as an output.
- Forecasting
- Estimating future sales performance for a forecast period based on historical data.