A working dictionary of marketing terms. Every term links to the agent that handles it.
The Jargon Desk
A
- AEO Answer Engine Optimization
- Optimising content so AI tools like ChatGPT and Perplexity cite you in their answers.
- A/B Test Split Test
- Showing two variants to comparable audiences to learn which performs better on one metric.
- Attribution Attribution
- The model deciding which marketing touch gets credit for a conversion.
Deploy →aeo
Deploy →ab test planner
B
- Brand Voice Brand Voice
- Your brand's consistent written personality, tone, words, rhythm, and red lines.
Deploy →brand voice
C
- CAC Customer Acquisition Cost
- Total sales and marketing spend divided by new customers acquired in the same period.
- Content Brief Content Brief
- A structured outline that tells a writer exactly what to produce: angle, headings, sources, length.
- Content Calendar Editorial Calendar
- A schedule of what you'll publish, where, and when, pinned to themes and events.
- Conversion Rate CVR
- The percentage of visitors who take a desired action, signup, purchase, demo.
- CRO Conversion Rate Optimization
- The practice of improving conversion through structured testing and friction removal.
- CTR Click-Through Rate
- Clicks divided by impressions, how compelling your headline or ad is.
Deploy →content brief
Deploy →social calendar
Deploy →cro audit
D
- Drip Campaign Drip
- A series of pre-written emails sent on a schedule or trigger.
F
- Founder-Led Marketing Founder-Led Marketing
- Putting a real person, usually the founder, at the front of brand and content.
Deploy →linkedin
G
- GEO Generative Engine Optimization
- A close cousin of AEO, optimising specifically for generative AI search surfaces.
Deploy →aeo
H
- Hero Section Above-the-Fold Hero
- The first section of a landing page, what visitors see before scrolling.
Deploy →landing page
I
- ICP Ideal Customer Profile
- A sharp description of the company most likely to buy, stay, and refer.
Deploy →icp builder
K
- Keyword Cluster Topic Cluster
- A group of related keywords addressed by a single page or set of pages.
- KPI Key Performance Indicator
- The handful of metrics that actually represent business performance.
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.
- Lead Nurture Lead Nurture
- The series of touches that warm not-ready leads toward a buying conversation.
- LTV Customer Lifetime Value
- The total revenue you expect from a customer over their entire relationship.
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.
- Messaging Hierarchy Messaging Hierarchy
- An ordered ranking of your value props so the most important lands first.
- MQL Marketing Qualified Lead
- A lead that meets criteria suggesting they're worth sales follow-up, eventually.
Deploy →pr pitch
Deploy →messaging hierarchy
Deploy →nurture sequence
P
- PDP Product Detail Page
- The product page on an ecommerce site, title, images, bullets, description.
- Persona Buyer Persona
- A research-grounded portrait of an individual buyer inside your ICP.
- Positioning Positioning
- The unique place your product occupies in the buyer's mind versus alternatives.
- PPC Pay-Per-Click
- Bidding for clicks on search results or ads, you pay per click, not per impression.
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.
- ROAS Return on Ad Spend
- Revenue generated from ads divided by amount spent on those ads.
Deploy →referral program
S
- SEO Search Engine Optimization
- Structuring your site and content to rank in search engines for relevant queries.
- SERP Search Engine Results Page
- The page Google returns for a query, links, ads, AI overviews, snippets.
- SQL Sales Qualified Lead
- A lead that sales has accepted as worth active pursuit.
- Schema Schema Markup
- Structured data added to HTML that helps search engines understand the page.
Deploy →seo audit
Deploy →nurture sequence
Deploy →aeo
T
- TAM Total Addressable Market
- The total revenue opportunity if you captured every possible buyer.
Deploy →icp builder
U
- UTM Urchin Tracking Module
- URL parameters that let analytics attribute traffic to specific campaigns.
Deploy →utm builder
V
- Value Prop Value Proposition
- The clearest possible statement of what you do, for whom, and why it matters.
- VOC Voice of Customer
- Research that captures customer language verbatim, from reviews, calls, tickets.
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.
Deploy →email welcome sequence