A working dictionary of marketing terms. Every term links to the agent that handles it.
The Jargon Desk
A
- AEO Answer Engine Optimization
- Optimizing content so AI tools like ChatGPT and Perplexity cite you in their answers. What is AEO? →
- A/B Test Split Test
- Showing two variants to comparable audiences to learn which performs better on one metric. What is A/B Test? →
- Ad Creative Ad Creative
- The hook, headline, copy, and visual direction that carry an advert; creative volume and variety drive paid performance more than bid tweaks. What is Ad Creative? →
- Attribution Attribution
- The model deciding which marketing touch gets credit for a conversion. What is Attribution? →
Deploy →ab test planner
B
- Brand Voice Brand Voice
- Your brand's consistent written personality, tone, words, rhythm, and red lines. What is Brand Voice? →
Deploy →brand voice
C
- Citation Citation
- A mention of your business on another credible site, directory, or roundup that search engines and AI treat as evidence of trust. What is Citation? →
- CAC Customer Acquisition Cost
- Total sales and marketing spend divided by new customers acquired in the same period. What is CAC? →
- Content Brief Content Brief
- A structured outline that tells a writer exactly what to produce: angle, headings, sources, length. What is Content Brief? →
- Content Calendar Editorial Calendar
- A schedule of what you'll publish, where, and when, pinned to themes and events. What is Content Calendar? →
- The percentage of visitors who take a desired action, signup, purchase, demo. What is Conversion Rate? →
- CRO Conversion Rate Optimization
- The practice of improving conversion through structured testing and friction removal. What is CRO? →
- CTR Click-Through Rate
- Clicks divided by impressions, how compelling your headline or ad is. What is CTR? →
- Call-to-CRM Call-to-CRM
- The workflow that turns a sales conversation into structured CRM data: qualification fields, deal stage, next steps, and a drafted follow-up. What is Call-to-CRM? →
Deploy →content brief
Deploy →social calendar
Deploy →cro audit
D
- Direct Mail Direct Mail
- Physical post sent to a hand-picked list of businesses or households, where the list quality and the offer decide the result. What is Direct Mail? →
- Drip Campaign Drip
- A series of pre-written emails sent on a schedule or trigger. What is Drip Campaign? →
F
- Founder-Led Marketing Founder-Led Marketing
- Putting a real person, usually the founder, at the front of brand and content. What is Founder-Led Marketing? →
Deploy →linkedin
G
- GEO Generative Engine Optimization
- A close cousin of AEO, optimising specifically for generative AI search surfaces. What is GEO? →
Deploy →aeo
H
- Hero Section Above-the-Fold Hero
- The first section of a landing page, what visitors see before scrolling. What is Hero Section? →
Deploy →landing page
I
- ICP Ideal Customer Profile
- A sharp description of the company most likely to buy, stay, and refer. What is ICP? →
Deploy →icp builder
K
- Keyword Cluster Topic Cluster
- A group of related keywords addressed by a single page or set of pages. What is Keyword Cluster? →
- KPI Key Performance Indicator
- The handful of metrics that actually represent business performance. What is KPI? →
Deploy →keyword research
Deploy →weekly report
L
- Landing Page Landing Page
- A single-purpose page designed to convert one source of traffic into one action. What is Landing Page? →
- Lead Nurture Lead Nurture
- The series of touches that warm not-ready leads toward a buying conversation. What is Lead Nurture? →
- LTV Customer Lifetime Value
- The total revenue you expect from a customer over their entire relationship. What is LTV? →
Deploy →landing page
Deploy →nurture sequence
Deploy →referral program
M
- Media Pitch Media Pitch
- A short, story-first email to a journalist proposing a piece of coverage. What is Media Pitch? →
- Messaging Hierarchy Messaging Hierarchy
- An ordered ranking of your value props so the most important lands first. What is Messaging Hierarchy? →
- Media Buying Media Buying
- Deciding where ad budget goes: which platforms and placements, how much to each, and what return each is held to. What is Media Buying? →
- MQL Marketing Qualified Lead
- A lead that meets criteria suggesting they're worth sales follow-up, eventually. What is MQL? →
Deploy →pr pitch
Deploy →messaging hierarchy
Deploy →nurture sequence
O
- Open Rate Open Rate
- The percentage of recipients who open a given email, the clearest signal of subject-line strength and list health. What is Open Rate? →
- Owned Audience Owned Audience
- An audience you can reach directly without paying a platform or fighting an algorithm, most commonly an email list. What is Owned Audience? →
P
- PDP Product Detail Page
- The product page on an ecommerce site, title, images, bullets, description. What is PDP? →
- Persona Buyer Persona
- A research-grounded portrait of an individual buyer inside your ICP. What is Persona? →
- Positioning Positioning
- The unique place your product occupies in the buyer's mind versus alternatives. What is Positioning? →
- PPC Pay-Per-Click
- Bidding for clicks on search results or ads, you pay per click, not per impression. What is PPC? →
Deploy →product description
Deploy →buyer persona
Deploy →google ads
R
- Referral Loop Referral Program
- A structured program where customers introduce customers in exchange for rewards. What is Referral Loop? →
- ROAS Return on Ad Spend
- Revenue generated from ads divided by amount spent on those ads. What is ROAS? →
- Reputation Management Reputation Management
- The ongoing practice of monitoring, responding to, and improving how a business is perceived across reviews and public feedback. What is Reputation Management? →
Deploy →referral program
S
- SEO Search Engine Optimization
- Structuring your site and content to rank in search engines for relevant queries. What is SEO? →
- SERP Search Engine Results Page
- The page Google returns for a query, links, ads, AI overviews, snippets. What is SERP? →
- Share of Voice Share of Voice
- The percentage of category-wide attention, mentions, or ad presence your brand holds compared with competitors. What is Share of Voice? →
- Social Proof Social Proof
- Evidence that other people trust your business, usually reviews, ratings, and testimonials. Buyers trust customers more than ads. What is Social Proof? →
- SQL Sales Qualified Lead
- A lead that sales has accepted as worth active pursuit. What is SQL? →
- Schema Schema Markup
- Structured data added to HTML that helps search engines understand the page. What is Schema? →
Deploy →seo audit
Deploy →nurture sequence
Deploy →aeo
T
- TAM Total Addressable Market
- The total revenue opportunity if you captured every possible buyer. What is TAM? →
Deploy →icp builder
U
- UTM Urchin Tracking Module
- URL parameters that let analytics attribute traffic to specific campaigns. What is UTM? →
Deploy →utm builder
V
- Value Prop Value Proposition
- The clearest possible statement of what you do, for whom, and why it matters. What is Value Prop? →
- VOC Voice of Customer
- Research that captures customer language verbatim, from reviews, calls, tickets. What is VOC? →
Deploy →messaging hierarchy
Deploy →review mining
W
- Welcome Sequence Welcome Email Series
- The automated emails new subscribers get to set expectations and trigger a first action. What is Welcome Sequence? →
Deploy →email welcome sequence