Glossary

The growth marketing glossary

Plain-English definitions of the search, paid, email and automation terms you’ll hear from us, each with an example and what to do about it.

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Account-Based Marketing (ABM): What It Is and How to Start
Account-based marketing (ABM) is a B2B strategy where marketing and sales choose a list of high-value target companies…
Affiliate Marketing: How It Works, Costs and Rules
Affiliate marketing is a performance-based model where a business pays partners, called affiliates, a commission for each sale…

Digital Marketing: Definition, Channels and How It Works
Digital marketing is promoting a business through online channels, including search engines, AI assistants, social media, email, websites…

Fintech Marketing: How to Market a Financial Product
Fintech marketing is promoting financial technology products, such as payments, lending, banking, investing, insurance and finance software, in…

Market Segmentation: Types, Examples and How to Do It
Market segmentation is dividing a market into distinct groups of buyers who share needs, traits or behaviors, so…
MQL vs SQL: What’s the Difference?
MQL vs SQL: a marketing-qualified lead (MQL) meets marketing's criteria for fit and interest; a sales-qualified lead (SQL)…

Referral Marketing: How It Works and How to Start a Program
Referral marketing is a structured way to get existing customers, partners or fans to recommend your business to…

Target Audience: Definition, Types and How to Find Yours
A target audience is the specific group of people a campaign, page or product message is designed to…

What Is a Call to Action (CTA)? Examples That Convert
A call to action (CTA) is a prompt, usually a button or link, that tells a reader exactly…
What Is a Digital Marketing Funnel? TOFU, MOFU, BOFU
A digital marketing funnel is a model of the online stages people move through, from first hearing about…
What Is a Landing Page? Types, Examples and Best Practices
A landing page is a standalone web page built for one specific campaign goal, such as a sign-up,…
What Is a Sales Funnel? B2B Stages and the Math Behind Them
A sales funnel is the series of stages a potential customer moves through, from becoming a lead to…
What Is Conversion Rate Optimization (CRO)? A Clear Process
Conversion rate optimization (CRO) is the systematic process of increasing the share of website visitors who complete a…
What is Intent Data? First, Second and Third-Party Explained
Intent data is information about the research behavior of people and companies, such as pages viewed, content consumed…
What Is Lead Generation? B2B Strategies That Work in 2026
Lead generation is the process of attracting people who might buy from you and capturing their contact details,…
What is Lead Scoring? Models, Examples and Thresholds
Lead scoring is a method of ranking leads by assigning points for how well they fit your ideal…

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