A Quick Glossary of Marketing Jargon (2023)

Ah, marketers. They use more acronyms than a basic training drill sergeant, and their jargon changes more frequently than New England weather.

Have you ever sat down with an agency and wondered after your call, “What the heck are they talking about? SEO? KPI? CRM?!” Well, we’ve got the solution for you – a glossary of terms, so to speak. Here, we’ll cover some common terms and phrases in marketing, including what WE talk about as marketing professionals ourselves. May you come out of it appreciating our affinity for shortening sentence fragments into small clusters of letters and talking about Google Analytics all the time.

Marketing Speak for Newcomers – A Glossary of Terms

Content Marketing:

(n): An offshoot of inbound marketing, content marketing is the process of creating—you guessed it— content, in order to attract prospects and drive interest and engagement. But it’s not about the sell; rather, content marketing is meant to educate your prospects in your industry and help them better understand or resolve common problems they’re experiencing. Types of content that could be produced include blog articles, white papers, videos, social posts, eBooks, webinars, etc., etc., etc.


(v): You’ll sometimes hear the word “copy” floating around – that’s just another word for content in a text-based format. Therefore, “copywriting” is the act of creating this type of content, usually for businesses.

CPI: Cost Per Impression

(n): CPI is the expense incurred each time a potential customer views an ad you’ve taken out on a webpage. This would be charged by the website publisher, who might request a certain amount per viewership of the ad. Keep in mind – views are not the same as clicks (like PPC). An impression occurs when a user who fits a certain buyer persona has the potential to view your ad, such as when it is displayed in a sidebar on a website they’re visiting.

CPM: Cost Per Mille (Cost Per Thousand)

(n): This is very similar to CPI, except this is the measurement of the estimated cost of the advertisement based on 1,000 views or impressions (mille is Latin for 1,000). For example, if a website publisher charges $1.00 CPM, that means you pay $1.00 every time views for that advertisement hit 1,000.

CRM: Customer Relationship Management

(n): The practice of managing and analyzing customer interactions and data throughout their lifecycle in your system. This can be done through the use of tools and measurement technologies to help you improve your business relationships with your customers, examples of which you can find here.

(Video) Common Marketing Vocabulary Explained In Simple English

CTA: Call-to-Action

(n): A CTA is exactly that – a Call-to-Action. Typically, it would take the shape of a module you might put on your home page or at the bottom of your blog post, and its sole purpose is to invoke an immediate response. Some CTA phrases you’re probably already familiar with include “Call now for a free consultation!” or “Find out more!” and are usually accompanied by the option to click a button to view more content or a link that will take you to a landing page with a form.


(n): Drip refers to a style of campaign or communication strategy that sends pre-written emails, messages, or content to a set of customers over a certain amount of time. This could be part of a re-engagement campaign, a welcome series, or a way to keep current customers engaged.

Gated Content:

(n): There will come a time in your content making experience where you’ll find that sometimes people need to be a little bit more intrigued in order to read your stuff. That’s where gated content comes in – it’s just content that requires a reader to obtain access through something like a form. Content that’s behind a form could range from white papers and eBooks all the way to on-demand webinars and infographics. These forms also help because they indicate to you which prospects are interested enough in what you’ve got to give you their email.

Going “Live”:

(v): This one’s fairly obvious. Going live happens when you’re ready to launch your website, landing page, blog post, etc. so that it will begin to rank in search engines and be available for use by the public.

Hamburger Menu:

(n): Sounds delicious, but the marketing version is slightly less savory. A hamburger menu is the three-stacked-lines graphic representing the navigation that appears on your mobile screen when you’re on a website. Who knew that even had a name?

While this entry might seem random in our glossary, it highlights one super important part of creating a website – making sure it’s responsive. In 2016, mobile Internet use surpassed desktop use for the first time in history, which means you’re not serving your market if your website can’t be viewed and easily navigated on a phone.

Inbound Marketing:

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(n): No, it’s not marketing to marketers. It’s marketing to educate, delight and inform even before the sale. Inbound marketing is the process of attracting leads with (really good, not just excessive) content creation, social media strategy and SEO. Inbound’s antonym would be cold calling (an example of outbound marketing), and we all know how effective THAT is.


(n): A keyword is a key word (revolutionary, I know) or phrase that helps people find your web page via a search engine. This requires a bit of research – checking Google Analytics for keyword search volume and competitive data, however, is the best place to start. The most optimal keywords will have a relatively high search volume and a relatively low difficulty score, so make sure you’re picking keywords wisely.

KPI: Key Performance Indicator

(n): A measurable value that indicates and demonstrates how effectively a company is hitting their primary business objectives. This is a multi-level concept – you don’t just measure success at one level of your sales funnel – and your keys should be laid out before you even have a chance to measure them. This means setting goals!

(n): The type of lead flow we’re talking about here is a tool that you can use to sustain website traffic and easily convert a visitor into a prospect right on the page (they don’t need to visit that resource’s unique landing page). An example of a lead flow might be when a user begins reading a blog post on your site and halfway through the content there’s a pop-up form highlighting another relevant offer.

Lead Generation (“lead gen”):

(n): the process of identifying possible customers, attracting them, and converting them. It can be done any number of ways, but first steps usually involve creating things like buyer personas and conducting in-depth research.

Lead Nurturing:

(v): Lead nurturing is the process of creating and sustaining relationships with your customers and leads at every stage of the sales funnel. For example, a lead nurturing campaign might include a welcome email series, newsletters, etc. The key is that lead nurturing doesn’t have a time limit – you should always be paying attention to your buyers’ needs.


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(n): Okay, we get a lot of mix ups on this one – even from our own team! – so here it goes: an offer is a piece of content that a reader can learn from or use to their advantage. That might mean a white paper, eBook, trial, webinar, slideshow, consultations, what have you. It’s NOT a landing page or a “Get 10% off your next purchase!”

Partner Marketing:

(n): Partner marketing has many names, but it essentially boils down to the idea of two organizations coming together to increase reach and engagement with a marketing program that’s designed to meet both of their goals. It’s collaborative marketing for people with two products that could coexist or work together as one package.

PPC: Pay-Per-Click

(adj): A PPC ad is one that you might take out on a social site – LinkedIn or Facebook, for example – or a search engine (which is the most popular place to put a PPC ad). Every time that ad is clicked, your company pays for it. It’s basically the opposite of organic – you’re essentially buying visits to your website. But don’t knock it ‘til you try it – this could earn you a lot of qualified, ready-to-buy traffic as long as you have the budget for it.


(n): Remarketing is the process of reconnecting with previous visitors of your website. It allows you to position targeted ads to a defined audience (one that has previously visited your site) as they browse other pages on the Internet.

ROI: Return on Investment

(n): As a business owner, this one should be familiar to you. Mathematically speaking, ROI = (net profit/cost of investment) x 100. It’s a percentage used to help make financial decisions, and a formula you should be on top of, regardless of your hatred of algebra in high school.

Also consider, however, that ROI calculations don’t take time into consideration within their formula – so make sure you have a time frame for that +15% (or whatever) return in mind.

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(n): A term created by our partners at HubSpot, Smarketing refers to aligning sales and marketing. This is a critical aspect of Customer Success – making sure that multiple parties in your business are coming together and are updated with each others’ goings on. This will allow your message, brand and goals to remain consistent throughout your sales process, and allow you to perform things like closed-loop reporting.

Smart Content:

(n): Smart content is targeted content. It’s website content that changes based on the past interactions or preferences of the website user – or their geographic location, device, etc. Those users could be leads who have already downloaded a certain type of content on your site, customers who have a deeper understanding of your service, prospects in a foreign country, etc. – it’s more relevant and personalized. This content can be customized to your audience via your CRM system.

SEO: Search Engine Optimization

(n): The process of developing web pages, digital content and online imagery so that they show up in browser searches – preferably towards the top of the first page. It’s a culmination of a whole bunch of factors (some of which are defined in this post). For an in-depth look at those factors, check out this awesome infographic by Search Engine Land.


(adj): Top-of-the-funnel (alternatively, top-of-funnel, top funnel, TOFU or TOTF to keep in the acronym spirit) marketing refers to the process of getting your brand or business out there. Unlike its brother, bottom-of-the-funnel marketing, TOFU describes a less direct effort to engage prospects who are in the Awareness Stage of the buying cycle and who are not yet familiar with your brand. Prospects who are at the top of your funnel aren’t looking for a solution yet, so top-of-the-funnel content is primarily educational (it doesn’t tout your product or service) – and it’s designed to help users with an industry-specific issue they’ve encountered.

  • Antonym: Bottom-of-the-funnel
    (adj): Here’s where you start to direct your efforts more specifically. The bottom of the funnel (BOFU, BOTF) is the point where your hopefully soon-to-be customer will make a purchase. This is where you can leverage free trials, assessments, incentives and consultations. BOFU content is all about getting personal and personalized.


(n): An automated marketing tool that you can trigger based on a lead’s interactions with your site and content. So if someone downloads a piece of gated content, you can put them into a workflow that will trigger any number of things, like specific emails or personalized CTAs if they continue interacting with your site. Your workflow can be designed for several things – to send an email based on the number of times someone has engaged with your site, or based on what they downloaded, etc.

And there you have it. Just a few key marketing terms to get you started. There’s a whole bunch more out there to know (and more to learn on the terms here) – if you have any questions, don’t hesitate to reach out!

A Quick Glossary of Marketing Jargon (1)


What is a jargon in marketing? ›

Jargon refers to when professional language is used poorly. For instance, if you use the acronym “SEO,” but don't explain what it means, then you're just using jargon. Used correctly, professional language builds trust with your audience by showing that you understand your industry.

What are the 7 key terms in marketing? ›

It's called the seven Ps of marketing and includes product, price, promotion, place, people, process, and physical evidence.

What is marketing in short words? ›

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (

What is a jargon example? ›

Some examples of jargon include: Due diligence: A business term, "due diligence" refers to the research that should be done before making an important business decision. AWOL: Short for "absent without leave," AWOL is military jargon used to describe a person whose whereabouts are unknown.

What a jargon means? ›

-ˌgän. : the technical terminology or characteristic idiom of a special activity or group. sports jargon. : obscure and often pretentious language marked by circumlocutions and long words. an academic essay filled with jargon.

What are the 5 of most powerful marketing tips? ›

5 Most Powerful Marketing Strategies That You Should Steal in...
  • Set a Goal and a Budget. ...
  • Leverage Influencer Marketing. ...
  • Focus On a Single Social Channel. ...
  • Leverage Email Marketing. ...
  • Focus On SEO and Content Marketing.
2 Feb 2022

What are the 4 basic concepts of marketing? ›

The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability.

What are the 4 types of marketing? ›

The four Ps are a “marketing mix” comprised of four key elements—product, price, place, and promotion—used when marketing a product or service. Typically, businesses consider the four Ps when creating marketing plans and strategies to effectively market to their target audience.

What's the main purpose of marketing? ›

The key purpose of marketing is to get people interested in the products or services of a company. This happens through market analysis, research and contemplating the interest of a business's ideal customers and attracting them through messaging which would be educational and helpful to a business's target group.

What are the 3 purpose of marketing? ›

Marketing is supposed to do three things: Capture attention. Educate prospects. Convert.

What marketing means to me? ›

Put simply, marketing is about advertising your product or service to the people who want to buy it. Marketing is getting potential customers interested and made aware of. After all, if you don't have customers or potential customers, you don't have a business!

What is the most important word in marketing? ›

"Relationship" is the most important word in marketing. The relationships you build with existing and potential customers are ultimately and uniquely what differentiates you from your competitors. The purpose of marketing is to help build business relationships with the right sort of people.

What are types of jargon? ›

You can't stand out by using jargon, buzzwords and pablum.
  • A “clinical” or “official” or “specialist” word. ...
  • A term of art. ...
  • A word that's seldom part of every day usage. ...
  • A pompous, “big” word. ...
  • An acronym. ...
  • An over-used phrase.
26 Aug 2014

What are the examples of jargon give at least five words? ›

25 Jargon Words to Avoid (Like the Plague)
  • Actionable (adjective) ...
  • “Ah-ha” moment (noun) ...
  • Baked in (adjective) ...
  • Bandwidth (noun) ...
  • Brain dump (noun) ...
  • Corner case (noun) ...
  • Cycles (noun) ...
  • Folksonomy (noun)
30 Oct 2018

Why are jargon used? ›

Jargon is words or expressions used to describe topics and ideas in specific industries or professions. It's often used to impress your audience rather than inform them. Though people within an industry might understand it, a larger, more general audience might not.

Why is it called jargon? ›

Where Did Jargon Come From? The story of the word jargon dates back to the Old French word jargoun meaning "twittering." According to University of Bergamo professor Maurizio Gotti, author of The Language of Thieves and Vagabonds, the word showed up in the English language through Chaucer's The Canterbury Tales.

What is the 70 20 10 rule marketing? ›

70% of content should be proven content that supports building your brand or attracting visitors to your site. 20% of content should be premier content which may be more costly or risky but has a bigger potential new audience, for example 'viral videos' or infographics. 10% of content should be more experimental.

What is the most successful marketing strategy? ›

If you are looking for the overall most effective marketing strategy for small business, content marketing is the winner. Content marketing encompasses blogs, videos, social media posts, podcasts, webinars, and more – basically, any type of content you can distribute online falls into this category.

What is 4Ps? ›

The four Ps are the four essential factors involved in marketing a product or service to the public. The four Ps are product, price, place, and promotion. The concept of the four Ps has been around since the 1950s.

What are the 6 elements of marketing? ›

The 6 essential elements of an effective marketing strategy
  • Start with a compelling story. ...
  • Develop technical expertise. ...
  • Coordinate your messaging. ...
  • Content marketing leads the charge. ...
  • Incorporate employee voices. ...
  • Focus on branding, not selling.

What are the 4 C's of marketing management? ›

The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

What are the 3 market types? ›

There are four basic types of market structures.
  • Pure Competition. Pure or perfect competition is a market structure defined by a large number of small firms competing against each other. ...
  • Monopolistic Competition. ...
  • Oligopoly. ...
  • Pure Monopoly.
28 Nov 2017

What to say to sell a product? ›

Here are 15 selling words for marketers to consider:
  • Now. "Now" means at the present time or moment. ...
  • Amazing. "Amazing" describes something that causes great surprise or wonder. ...
  • Fix. The word "fix" refers to mending or repairing something. ...
  • Save. ...
  • Simple. ...
  • Exclusive. ...
  • Money-back. ...
  • State-of-the-art.
1 Jun 2021

What are the benefits of marketing? ›

  • It increases your reach. ...
  • You can target your audience at the right time. ...
  • It improves communication at all stages of the buying process. ...
  • It's cost-effective. ...
  • It's easy to tack and monitor. ...
  • Marketing allows you to know customers better. ...
  • It lets the customer come to you. ...
  • Digital marketing can increase your revenue.
2 Jun 2022

What are the 7 major importance of marketing? ›

The major marketing functions are buying, selling, financing, transport, warehousing, risk bearing and standardisation, etc. In each such function different activities are performed by a large number of individuals and bodies.

What is the importance of marketing in our life? ›

Marketing is important because it helps you sell your products or services. The bottom line of any business is to make money and marketing is an essential channel to reach that end goal. Creativs explained that without marketing many businesses wouldn't exist because marketing is ultimately what drives sales.

What are 6 most important words? ›

"The six most important words: I admit I made a mistake The five most important words: You did a good job The four most important words: What is YOUR opinion? The three most important words: If you please The two most important words: Thank You The one most important word: We The least important word: I."

What words can attract customers? ›

10 Powerfully Persuasive Words Your Customers Want to Hear
  • Free.
  • Exclusive.
  • Easy.
  • Limited.
  • Get.
  • Guaranteed.
  • You.
  • Because.
2 Aug 2016

What is the most powerful word in business? ›

Focus in business is one of the key ingredients to success. Focus comes from the word no. Opinions expressed by Entrepreneur contributors are their own.

What are 10 powerful words? ›

My Top 10 Most POWERFUL WORDS and Why
  • #10. STRUGGLE. Struggle is a precious gift. ...
  • #9. ADVENTURE. This is a topic which is always sure to excite me, my next adventure. ...
  • #8. NATURE. There are few things in life from which I gain more satisfaction than being outdoors. ...
  • #6. CURIOSITY. ...
  • #4. CREATIVITY. ...
  • #1. FREEDOM.
9 Nov 2016

What are the 12 powerful words? ›

Larry Bell's 12 Powerful Words
  • Trace - list in steps.
  • Analyze - Break apart.
  • Infer - Read between the lines.
  • Evaluate - Judge.
  • Formulate - Create.
  • Describe - Tell all about it.
  • Support - Back up with details.
  • Explain - Tell how.

What are the most important words in business? ›

Let's start brainstorming a few potential important words in business: Growth, Profits, People, Customers, Innovation, Differentiation, Strategy, Core Purpose, Competitive Advantage, Quality, Values, Market Share, Solutions, Excellence, Culture, Execution, Cash, Collaboration, Alignment, Vision, Leadership, Momentum, ...

What were the four 4 major marketing mediums? ›

GO! Marketing and promotion can take place on a variety of mediums or platforms. The traditional mediums include print, radio, television, direct mail and telephone; while the online mediums include email, social media, pay per click marketing, search engine marketing, and mobile marketing.

What does jargon mean in business? ›

Corporate jargon refers to terms, phrases, or acronyms used in place of clearly understood phrases. Oftentimes, corporate jargon includes euphemisms, buzzwords, or vague, ambiguous phrases.

What does product jargon mean? ›

In a literal sense, jargon is simply a word or phrase that requires specialized knowledge for the reader to understand. For our purposes — which include helping people at technical companies write clearly about their offerings — that definition isn't practical.

What is sales jargon? ›

Definition = Technical vocabulary that is used by professionals within a certain field, as a form of communication. Involves the use of inflated phrases, which makes the user and their ideas sound impressive to the listener.

What are some examples of jargon in your industry? ›

Examples of industry jargon in IT
  • Deployment.
  • MVP.
  • Commit.
  • Impressions.
  • Breadcrumbs.
  • Lead generation.
  • Hierarchy.
  • Widow.
20 Jan 2022

What are the types of jargons? ›

The seven categories of jargon are medical terminology, abbreviations/acronyms, medical vernacular, unnecessary synonyms, medicalized English, euphemism jargon, and judgmental jargon.

What is another term for jargon? ›

buzzword. nounpopular word or phrase. argot. cant. doublespeak.

What is jargon in speaking? ›

Jargon usually means the specialized language used by people in the same work or profession. Internet advertising jargon includes the terms "click throughs" and "page views." This noun can also refer to language that uses long sentences and hard words.

What are technical jargons? ›

Technology jargon is a collection of words and phrases that professionals use in industries dealing with computers and software. Using this terminology can help professionals communicate more quickly and effectively.

Why is business jargon used? ›

Business jargon is words and phrases used by business employees to convey unique ideas and directions, such as working too hard, sending information to clients or giving mid-level employees more authority.

How can I learn business jargon? ›

Keep your ears open. Once in your mind you have figured out what the bottom line is, consciously train your ears to pick up new lingo. Write down all of the new words you hear. Also if you have Word Web or any dictionary, immediately look up the meaning and try to figure out what really the speaker is trying to say.

How do you use jargon? ›

You'll need jargon when you're talking to a technical audience about a technical topic. Using vague layman's translations in a specialist industry conversation is only going to obscure meaning.


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