GLossary of Terms
For Technical Marketing and Digital Marketing
Technical marketing, product marketing, and digital marketing all have a massive amount of terms and acronyms. We wanted to save you some search time with our ultimate technical marketing glossary of terms. Enjoy!
A/B Testing (Marketing): A marketing technique that involves testing two different versions of a campaign or website to determine which one performs better.
A/B Testing (Product): The practice of testing different versions of a product or marketing message with different groups of users to determine which performs better.
Agile Methodology: A development methodology that emphasizes flexibility, collaboration, and continuous improvement, often used in software development.
Analytics: The process of collecting, measuring, and analyzing data to gain insights into consumer behavior, preferences, and trends.
Beta Testing: A testing phase where a product is released to a small group of users for real-world testing and feedback before the final release.
Brand Ambassador: A person who is hired or appointed to represent and promote a company’s brand or products.
Brand Awareness: The level of recognition and familiarity that a company’s brand has among its target audience.
Brand Identity: The visual and verbal elements that make up a company’s brand, including its logo, color scheme, and messaging.
Brand Positioning: The way in which a company’s brand is positioned in relation to its competitors, based on factors such as pricing, quality, and target audience.
Brand: The unique identity and perception that consumers have of a company or product.
Buyer Persona: A fictional representation of the ideal customer for a product, based on demographic and psychographic characteristics.
Call-to-Action (CTA): A prompt that encourages website visitors to take a specific action, such as filling out a form or making a purchase.
Churn Rate: The rate at which customers stop using a product or service over a given period of time.
Click-Through Rate (CTR): The percentage of people who click on a specific link or advertisement, calculated by dividing the number of clicks by the number of impressions.
Competitive Advantage: The unique advantage that a product has over its competitors in the market, such as lower cost or better features.
Competitive Analysis: The process of researching and analyzing competitors in the market, to gain insights into their strengths, weaknesses, and strategies.
Content Marketing: A marketing strategy that involves creating and distributing valuable content to attract and engage a target audience.
Content Syndication: The process of distributing a company’s content, such as blog posts or videos, to third-party websites and platforms to reach a wider audience.
Conversion Funnel: A visual representation of the steps a potential customer goes through before making a purchase, typically divided into Awareness, Interest, Desire, and Action.
Conversion Rate: The percentage of website visitors who take a desired action, such as making a purchase or filling out a form.
Cost-Per-Action (CPA): An advertising model where advertisers pay each time a specific action is taken, such as a purchase or form submission.
Customer Acquisition Cost (CAC): The cost of acquiring a new customer, often including marketing, sales, and other related expenses.
Customer Feedback: The input and opinions provided by customers about a product or service, often used to improve product development and marketing strategies.
Customer Journey: The sequence of interactions and touchpoints that a customer has with a product or brand, from initial awareness to post-purchase support.
Customer Lifetime Value (CLTV or CLV): The estimated amount of revenue a customer will generate for a company over their lifetime.
Customer Relationship Management (CRM): A software system that helps companies manage customer interactions and relationships.
Customer Retention: The process of maintaining a positive relationship with existing customers and encouraging them to continue using a product or service.
Demand Generation: The process of creating demand and interest for a product or service, often through marketing activities such as advertising, content marketing, and events.
Digital Marketing: The use of digital channels, such as search engines, social media, and email, to promote a company’s products or services.
Early Adopters: Customers who are among the first to try and adopt a new product or technology, often seen as key influencers and advocates.
Feature Prioritization: The process of determining which product features to prioritize based on their importance to users and the company’s strategic goals.
Go-to-Market Strategy (GTM): The plan and tactics for bringing a product to market and achieving commercial success.
GPT: “Generative Pre-trained Transformer” referring to a family of large-scale artificial intelligence language models developed by OpenAI.
GPT-3: The third release of the OpenAI GPT models which was launched in 2020.
Inbound Marketing: A marketing approach that focuses on attracting customers through valuable content and personalized experiences.
Influencer Marketing: A marketing technique that involves partnering with individuals or organizations with a large social media following to promote a company’s products or services.
Key Performance Indicator (KPI): A metric used to measure the performance of a marketing campaign or strategy.
Landing Page: A webpage designed specifically to convert visitors into leads or customers.
Launch: The official introduction of a new product to the market.
Lead Generation: The process of identifying and nurturing potential customers, with the goal of converting them into paying customers.
Market Research: The process of gathering and analyzing information about a target market, including customer needs, preferences, and behavior.
Market Segmentation: The process of dividing a larger market into smaller segments based on common characteristics or needs.
Market Segmentation Variables: The criteria used to divide a market into smaller segments, including demographic, geographic, psychographic, and behavioral factors.
Market Share: The percentage of total sales or revenue within a specific market that is held by a particular product or company.
Marketing Automation: The use of software to automate repetitive marketing tasks, such as email marketing and social media posting.
Marketing Funnel: A visual representation of the stages a potential customer goes through before making a purchase, typically divided into Awareness, Interest, Decision, and Action.
Marketing Mix: The combination of product, price, promotion, and place (distribution) that a company uses to market its products or services.
Marketing Strategy: A comprehensive plan that outlines a company’s goals, target audience, messaging, and tactics for promoting its brand and products over a specific period of time.
Minimum Desirable Product (MDP): A version of a product that not only meets the minimum requirements to be viable but also includes enough features and value to delight customers and exceed their expectations.
Minimum Viable Product (MVP): A version of a product with only the core features needed to test and validate its value proposition.
Marketing Qualified Lead (MQL): A lead that has been given a lead score (generally 100 or higher).
Multichannel Marketing: A marketing approach that uses a variety of different channels, such as social media, email, and direct mail, to reach a target audience.
Net Promoter Score (NPS): A metric used to measure customer satisfaction and loyalty, based on the likelihood of customers to recommend a product or service to others.
Pay-Per-Click (PPC): An advertising model where advertisers pay each time someone clicks on their ad.
Persona-Based Marketing: A marketing approach that involves creating highly targeted campaigns based on the specific characteristics and behaviors of different buyer personas.
Pricing Strategy: The approach used to set the price of a product, taking into account factors such as competition, production costs, and customer demand.
Product Backlog: A prioritized list of product features and requirements that are planned for development, often used in agile software development.
Product Bundling: The practice of selling two or more products or services as a single package at a discounted price, often used to increase sales and customer value.
Product Design: The process of designing and creating a product’s physical appearance, functionality, and user experience.
Product Development: The process of designing, developing, and testing a product before its launch.
Product Differentiation: The process of distinguishing a product from competitors by emphasizing unique features, benefits, or value propositions.
Product Features: The specific attributes and characteristics of a product that differentiate it from its competitors and provide value to customers.
Product Launch: The process of introducing a new product to the market, often involving extensive planning, preparation, and promotion.
Product Launch Plan: A comprehensive plan that outlines the tactics and strategies for launching a new product to the market.
Product Lifecycle: The stages a product goes through from its initial launch to its eventual retirement, including growth, maturity, and decline.
Product Management: The process of overseeing the development, launch, and ongoing management of a product.
Product Market Expansion Grid: A strategic framework used to identify potential growth opportunities for a product or company, including market penetration, market development, product development, and diversification.
Product Market Fit: The degree to which a product meets the needs and preferences of its target market, and is able to generate significant demand and revenue.
Product Messaging: The language and communication used to convey a product’s value proposition and benefits to its target audience.
Product Packaging: The physical container or wrapping of a product, designed to protect and promote it, and attract customers.
Product Placement: The practice of featuring a product in a movie, TV show, or other media, often used to increase brand awareness and demand.
Product Positioning: The process of creating a unique and compelling image and message for a product, based on its unique features, benefits, and target market.
Product Promotion: The marketing activities used to increase awareness and demand for a product, including advertising, public relations, and sales promotions.
Product Roadmap: A visual and strategic plan for a product’s development and evolution, often including timelines, milestones, and key features.
Product Sales Forecast: An estimation of the future sales of a product, based on historical data, market trends, and other factors.
Product Testing: The process of evaluating a product to ensure that it meets quality standards and user needs before launch.
Product-Market Expansion Grid: A strategic tool used to identify and evaluate potential growth opportunities for a product, including market penetration, market development, product development, and diversification.
Product-Market Fit: The degree to which a product meets the needs and preferences of its target market.
Remarketing: A marketing technique that involves targeting users who have previously interacted with a company’s website or products, with the goal of bringing them back to complete a desired action.
Return on Investment (ROI): A measure of the profitability of a marketing campaign or strategy, calculated as the ratio of revenue generated to the cost of the campaign.
Sales Enablement: The process of providing sales teams with the tools, resources, and information they need to sell effectively, including training, collateral, and support.
Sales Funnel: The process that customers go through from initial awareness to final purchase, including the stages of awareness, interest, decision, and action.
Search Engine Marketing (SEM): A form of digital advertising that involves placing ads on search engine results pages based on specific keywords or phrases.
Search Engine Optimization (SEO): The process of optimizing a website to improve its visibility and ranking on search engine results pages.
Segment: A group of customers or potential customers with similar characteristics or needs, targeted by a product or marketing campaign.
Segmentation: The process of dividing a target audience into smaller, more specific groups based on characteristics such as demographics, interests, and behavior.
Social Listening: The process of monitoring and analyzing social media conversations to gain insights into consumer sentiment and behavior.
Social Media Marketing: The use of social media platforms to promote a company’s products or services.
Social Proof: Evidence that other people have used and enjoyed a company’s products or services, often shown through customer reviews, testimonials, and social media engagement.
Storytelling: The practice of using narratives and storytelling techniques to communicate the value and benefits of a product in a compelling and memorable way.
SWOT Analysis: A strategic planning tool used to identify a product’s strengths, weaknesses, opportunities, and threats.
Target Audience: The group of people who are most likely to be interested in a company’s products or services.
Target Market: The specific group of consumers that a product is intended to serve and appeal to.
Targeted Advertising: An advertising approach that involves delivering highly personalized and relevant ads to specific audiences based on factors such as demographics, interests, and behavior.
Targeted Marketing: The practice of tailoring marketing messages and tactics to a specific group of customers or potential customers, based on their characteristics and needs.
Thought Leadership: A marketing strategy that involves establishing a company or individual as a trusted authority in their industry through valuable content, public speaking, and other thought-provoking activities.
Unique Selling Proposition (USP): The unique feature or benefit that sets a company’s products or services apart from its competitors.
Upselling: The practice of encouraging customers to purchase a more expensive or premium version of a product or service, often by emphasizing its additional benefits or value.
User Acquisition: The process of attracting and acquiring new users or customers for a product or service, often through marketing and advertising campaigns.
User Acquisition: The process of attracting and acquiring new users or customers for a product or service.
User Experience (UX): The overall experience and satisfaction that a user has when interacting with a product or service, including design, usability, and functionality.
User Persona: A fictional representation of a user or customer, based on demographic and psychographic characteristics, used to inform product development and marketing strategies.
User-Generated Content (UGC): Content created and shared by consumers, such as reviews, testimonials, and social media posts, that can be used to promote a company’s brand and products.
Value Proposition: The unique and compelling benefit that a product offers to its target market, often expressed in a concise statement.
Video Marketing: A marketing approach that involves creating and sharing videos to promote a company’s brand and products, often through social media and other digital channels.
Viral Marketing: A marketing technique that involves creating content or campaigns that are designed to spread rapidly and organically through social media and other online channels.
Visitor: website visitor coming in directly or from any marketing channel
Web Analytics: The practice of analyzing website traffic and user behavior to gain insights into customer preferences, needs, and behaviors.
Webinar: An online seminar or presentation that allows companies to connect with potential customers and provide valuable information or insights on a specific topic.
Website Traffic: The number of visitors to a website.
Whitepaper: A detailed report or guide that provides in-depth information on a specific topic, often used as a marketing tool to establish thought leadership and generate leads.