SaaS Marketing terms

A controlled experiment comparing two versions for a defined outcome.

The part of a webpage visible before a visitor scrolls.

The real-time process that decides which eligible ads appear and in what order.

A performance partnership that rewards referrals or attributed outcomes.

The visible clickable words in a hyperlink.

Assigning credit for an outcome to marketing interactions.

A message sent automatically after a defined trigger.

Marketing and selling from one organization to another.

The rules or automation used to set advertising bids.

The percentage of sent emails that could not be delivered.

The average cost of acquiring a new customer.

The percentage of delivered emails that produced at least one click.

The value expected from a customer across the relationship.

A document that defines the purpose audience and requirements for a piece of content.

Creating and distributing useful material to attract and serve an audience.

A completed action that a business chooses to measure as valuable.

The collection of data showing when defined outcomes occur.

Writing designed to persuade an audience to think feel or act.

The average media cost required to produce one defined acquisition.

The average amount paid for each ad click.

The process search engines use to discover pages and follow links.

A system and process for managing customer and prospect relationships.

A prompt that asks an audience to take a specific next step.

The percentage of impressions that result in a click.

The sequence of interactions surrounding a customer's need and relationship with a brand.

Creating and capturing interest in a category problem or solution.

A scheduled series of automated messages delivered over time.

A schedule for planning producing and publishing content.

The ability of legitimate email to reach recipients' inboxes.

A recorded user or system interaction with contextual details.

Content designed to remain useful beyond a short-lived event or trend.

Information a company collects directly through its own relationships and properties.

A simplified model of movement from awareness toward a desired outcome.

Google's event-based web and app analytics service.

A visual summary showing where measured activity is concentrated.

The process of storing and organizing content for possible search results.

A word or phrase that represents a searcher's query or a marketer's target.

A metric selected to show progress toward an important objective.

A focused webpage designed around a specific audience and action.

A model that gives all conversion credit to the final recorded interaction.

A useful resource offered in exchange for contact information or another opt-in.

Dividing a contact list into meaningful groups for tailored communication.

A specific lower-volume search phrase that often signals precise intent.

Using software and rules to coordinate repeatable marketing actions.

A short page summary that search engines may show in a result snippet.

A smaller action that indicates progress toward a primary conversion.

A lead that meets agreed marketing criteria for likely sales relevance.

A model that distributes conversion credit across multiple recorded interactions.

A directive asking search engines not to include a page in search results.

The percentage of delivered emails recorded as opened.

An affirmative action through which a person agrees to receive communication.

Unpaid social media activity published through a brand or person's account.

Visits earned from unpaid search results.

A link-analysis system that estimates the relative importance of pages.

Advertising delivered within social media platforms.

A concise representation of a meaningful audience type based on evidence.

Defining the distinctive place an offer should hold in a target audience's mind.

An advertising model in which the advertiser pays when an ad is clicked.

Advertising to people who previously interacted with a brand.

The percentage of customers or users who remain active over a period.

Revenue attributed to advertising divided by advertising cost.

A site-level file that gives web crawlers access instructions.

The underlying goal a person is trying to accomplish with a search.

Mailbox providers' assessment of a sender's trustworthiness.

A group of interactions associated with a visit during a defined period.

Evidence that other people have chosen valued or trusted an offer.

A threshold used to judge whether an observed result is unlikely under a null model.

The defined group a marketing effort is designed to reach and influence.

A query-string label used to describe a link's campaign source and context.

A clear explanation of the value an offer provides to a specific audience.

An automated sequence for new subscribers or customers.