As interruptive marketing techniques are increasingly ignored, B2B buying habits are evolving.
Now, for marketing strategies to be effective, they must recognise buyer’s abilities to research answers to their solutions, and supply the answers to earn attention. Inbound marketing works to do just that; targeting relevant prospects (personas) and helping them convert to high quality leads.
But alongside great quality leads, the Inbound methodology comes with a good level of jargon.
Here is an Inbound Marketing Glossary of key terms you’ll need to know before starting a campaign.
54% more leads are generated by Inbound, rather than traditional marketing methods - HubSpot
[Glossary] A Complete List of Inbound Marketing Jargon & Terms
A
A/B Testing - A/B testing compares alternate versions of a particular variable to see which is most effective. For example Email marketing, paid ads, call to actions and landing pages might all use A/B testing in images, copy or design etc. Typically it’s best to only test one variable at a time.
Above the Fold - The portion of a web page visible before scrolling down. Key information, calls to action (CTAs) and forms should be positioned above the fold.
Active Buyers - Buyers who are active in a buying journey and looking for solutions. These should be prioritised by your Inbound Sales team. Also see Inbound Sales Methodology, Passive Buyers, MQL, SQL.
AdWords - Google AdWords is Google’s paid advertising platform, allowing businesses to display ads on Google and it’s advertising network. Largely based around keywords, advertisers can set a budget, and only pay when ads are clicked (pay per click). Also see YouTube TrueView.
Read more: Paid Advertising & Inbound Marketing - Best Practice Considerations.
Algorithm - Algorithms are used by search engines to decide which pages are most relevant to your search query. Algorithms are constantly changing and complex. For example, nobody but Google knows exactly what ranking factors the Google Algorithm deems important, meaning SEO is a constantly evolving process driven by intelligent, data based testing.
Analytics - Your analytics provide insight into how well your campaign is performing. However you gather the data (ie, Google Analytics, HubSpot reports) analytics are crucial to assess, improve and make informed decisions on your Inbound activity.
Awareness Stage: The first stage of the Buyer’s Journey. A buyer who is at the Awareness Stage will have realised and expressed symptoms of a potential problem, but will not yet know how to solve it. Your awareness stage content should work to address their early challenges, and nurture the buyer towards the Consideration Stage.
B
Back-End Development - Whereas Front-End Development creates the interactive and visible part of a site, the back-end code forms the ‘behind the scenes’ part of a site or app. It is never visible to the user. Also see Front-End Development.
Blog - Short for ‘web log’, a blog is an important Inbound marketing tool, used for lead generation, thought leadership, traffic growth and more. Blog posts should not be gated as they are typically Awareness stage content, and provide helpful, educational content - used to help prospects address their pain points. Blogs help to build and maintain a relationship with leads throughout the Buyer’s Journey when used to support lead nurture activity. Blogs are often contributed to by numerous authors, and in the case of professional blogs, should include some form of CTA. See the Strategic blog here. Also see Content Hub.
Bottom of the Funnel (BOFU) - In Inbound marketing, ‘BOFU’ is the term used to describe prospects at the final stage in the purchasing funnel. At the bottom of the funnel (as opposed to TOFU and MOFU) leads have reached the Decision stage of the Buyer’s Journey; content here should be more solution based, and Inbound Sales teams should be involved to help leads convert. Also see Buyer’s Journey.
Bounce Rate - On your website, the bounce rate describes the percentage of visitors who click away from the site without taking any other action or navigation. A high bounce rate can signify that your site is ineffective. A good bounce rate is in the range of 25-40 percent, and 41 to 55 percent is roughly average. Metrics for this can be found in analytics. Also see Exit Rate.
Email bounce rate describes emails that were unable to be delivered. A hard bounce is usually due to out of date or invalid contact information, whereas a soft bounce means the email got as far as the server, but was not delivered - possibly because the inbox was full.
Brian Halligan - CEO and co-founder of HubSpot. Brian first coined the term ‘Inbound Marketing’ in 2005.
BrightInfo - An automated content personalisation solution, that increases online conversions by recommending persona-relevant content to site visitors . Also see CTAs.
Browser - Web browsers are what we use to access the web. Typical browsers include Google Chrome, Safari, Internet Explorer, Firefox, and Opera.
Read more: Which web browser is best to increase website conversions?
Business Intelligence (BI) - A wide term describing software applications used to analyse an organisation’s raw data. For Inbound marketers that may, for example, be data and information captured from prospects.
Buyer’s Journey - This is the three stage purchasing journey your buyers progress through before converting, consisting of:
The Awareness Stage, where buyers are aware of a pain point, but do not know how to solve it
The Consideration Stage, where buyers have defined their challenge and are considering ways to solve it
The Decision Stage, where buyers know the solution they need and are looking for data to make a purchase decision
For effective nurture through the Sales Funnel and conversion, content and activity should be mapped to address your leads throughout the Buyer’s Journey.
Read more: Why Mapping Content to the Buyer’s Journey is Vital for Inbound Campaign Success.
Buyer Persona - HubSpot define a Buyer Persona as “A semi-fictional representation of your ideal customer, based on market research and real data about your existing customers.” All activity in an Inbound marketing campaign is targeted around your personas, from content to the leads your sales team work to qualify.
Read more: Buyer Persona Development & Data: Planning Successful Inbound Campaigns
C
Call to Action (CTA) - A call to action encourages further action. On your site, CTAs entice prospects to become leads. A CTA might be a button, line of copy, an image etc, and usually includes text such as ‘Subscribe Now’, ‘Download Now’ or ‘Click here to download our whitepaper’. Your blog posts should always include a CTA to further relevant content, or a landing page containing a content offer.
Churn rate - Customer churn describes the percentage of customers who discontinue their relationship with you/ do not renew their subscription to your services within a specific time period. Your churn rate is the metric measuring the number of customers you retain, and at what value. It is calculated by defining the number of customers lost over a specific time period, and dividing that number by the total number of customers you had at the start of that time period (not including new sales).
Click Through Rate (CTR) - The percentage of people who clicked through, for example, on a link in an email. For online ads, it is measured as the number of unique clicks, divided by the number of times that an ad is shown (impressions).
Closed-Loop Marketing - This is marketing that relies on insight from closed-loop reporting. Reliant on data, closed loop marketing provides the insight needed to establish the success of activity. Essentially, ‘closed-loop’ describes the alignment of sales and marketing teams - so sales reports to marketing about what happened to the leads they received, so marketing can better understand and improve their lead sources. Also see Smarketing.
Consideration Stage: The second stage of the Buyer’s Journey after the Awareness Stage. Buyers at the Consideration Stage will have clearly defined and given a name to their problem or opportunity, and be researching possible solutions. Your Consideration Stage content (such as guides or whitepapers) will give more in depth information on how to solve a problem, and work to nurture buyers to the Decision Stage.
Content - Helpful, educational persona-challenge focussed content drives Inbound marketing campaigns. Your content is everything from the copy on your site to blogs, eBooks, podcasts, images, social messages and more. Content should always be used to help buyers address their challenges, and should be mapped to the Buyer’s Journey for effective lead nurture and conversion. Also known as content assets.
Content Hub - Content hubs are multiple pieces of content (content assets) built around one umbrella topic or hub keyword. The sum of this content around the topic (typically a key persona challenge) can help to build rank, and lead quality.
Read more: Increase Lead Quality With Inbound Campaign Content Hubs
Conversion Form - Also known as lead capture forms, these are typically found on a Landing Page, and collect details about visitors, usually in exchange for a content offer. When visitors complete a form for the first time, their information is added to your database, making them a Lead. Forms are ideally positioned Above the Fold.
Conversion Path - This is the lead capture journey site visitors go through. In a typical process, a visitor will first click a CTA that leads to a Landing Page, and complete a Conversion Form (which redirects to a Thank You Page containing a Content Offer) causing them to convert to a Lead.
Conversion Rate - The percentage of people who have completed a specified action on a page, such as completing a Lead Capture Form. A high conversion rate indicates a page that is performing well.
Conversion Rate Optimisation (CRO) - Typically applied to site pages, landing pages, ads and social media, CRO is the process of optimising to create the best possible experience to encourage conversion.
Cost-per-lead (CPL) - The amount it costs for you to acquire a new lead. Also see CAC.
Customer Acquisition Cost (CAC) - Your CAC is calculated by adding the cost of campaigns/advertising, salaries, overheads, commissions, bonuses etc in a set time period, and dividing it by the number of new customers generated in that same time period. Also see LTV, LTV:CAC
Customer Relationship Management (CRM) - Customer relationship management platforms maintain a record of every interaction (from marketing activity, emails sent, the content leads have viewed to sales conversations, calls, deals etc) you have had with existing prospects and current customers or clients.
Cookies - Small text files, created by a website and stored in a user’s computer (either for that session, or permanently on the hard disk). Cookies allow a site to recognise a visitor and keep track of preferences, so a useful tool to Inbound marketers in terms of content personalisation and ad tracking.
Cost Per Acquisition (CPA) - The amount each conversion costs you, accounting for all marketing/sales assets and actions from the start to the finish of the conversion path. Also known as Cost Per Action.
D
Decision Stage: The final stage of the Buyer’s Journey, after the Awareness and Consideration Stages. Buyers at the Decision Stage will have defined their solution strategy, method, or approach and be researching documents and data (such as a demo) to make a final purchase decision.
Dharmesh Shah - Co-founder and CTO of HubSpot. Also see Brian Halligan.
Digital Channel Promotion - The digital channels you use to promote your content. A channel promotion strategy is crucial to ensure your content is seen by your target (persona) audience. There are multiple options when it comes to Digital Channel Promotion.
Paid channels are the promotional channels you pay for, mainly paid ad channels such as LinkedIn Sponsored Updates or AdWords Ad Copy.
Earned channels rely on the audience to see value in your content and promote it, such as editorial placement, and gaining social traction.
Owned channels are the channels you control, such as promotion on social media, your website, and social selling activity.
Read more: 3 Steps to Defining an Inbound Marketing Channel Promotion Strategy
Dynamic Content/ Smart Content - Content on your site that adapts according to context. For example, you may display different messaging, form fields or CTAs to visitors who are already in your database, and ensure you always serve them with personalised content that is new to them. Lead history, geographic location and even the way a visitor enters your site can inform the angle of dynamic content.
E
Earned Channels - See Digital Channel Promotion.
Ebook - A common content offer, usually accessed via a landing page and used to generate leads. Often eBooks are longer form than blogs, and offer more detail, or step by step guidance.
Email Workflow - A series of emails triggered when a lead enters your database. Typically starting with a thank you email and access to a content offer, workflow emails are used to nurture leads and build a relationship through the funnel. Also see Lead Nurture Campaign, Workflow Automation.
Evergreen Content - Quality content that retains value long term, and does not lose relevancy. Because of it’s quality and relevancy, evergreen content is typically good for SEO.
Exit Intent - The movements a site visitor makes indicating that they are likely to exit your site before converting. Platforms such as BrightInfo can monitor exit intent signs, and display an offer or other content to entice further action rather than closure.
Exit Rate - The percentage of site visitors who exit to a different site from one of your pages. The difference between this and your bounce rate is that visitors may have visited multiple pages before exiting, rather than ‘bouncing’ away.
F
Facebook - A social network founded by Mark Zuckerberg in 2004. For marketers, Facebook is a good Digital Channel for content promotion, offering strong paid ad qualities with intricate audience targeting capabilities.
Followed link - The opposite of a NoFollow link, a followed link attribute allows SEO benefit to be transferred from one page to another.
Form - See Conversion Form, Lead Capture Form.
Front-End Development - Also known as client side development, the ‘Front-End’ is the part of the code (HTML, CSS, JavaScript) on a website that is visible to the user and can be interacted/interfaced with and presents data in a clear style (the website you see). The work of the front-end developer connects the work of the designer, and the back-end developer. Also see Back-End Development.
G
Google Algorithm - The algorithm Google uses to determine the relevancy of results for a search term. Google’s algorithms use over 200 unique signals to guess what someone is searching for. Nobody (other than Google) knows what these are, but the signals will include factors like key terms on websites and the quality and frequency of content. Also see Search Engine Optimisation (SEO).
H
Hashtag - A tag used on social media to help improve visibility and relevancy of social messages. Hashtags show the # symbol ahead of a keyword or phrase, and are commonly used on Twitter, Google+ and Instagram. Facebook also allows hashtags. For example a tweet using hashtags may look like:
A Step by Step Guide to Planning an Effective #Inbound Marketing Strategy https://t.co/xKinz1PnSW #B2BMarketing pic.twitter.com/OPvONp5pSG
— Strategic IC (@StrategicIntC)
March 29, 2016
HTTPS - (HyperText Transport Protocol Secure) Protocol for secure communication over a computer network. The green HTTPS padlock and notification can be seen in a site’s url (example below). HTTPS is in place to ensure site authentication, privacy protection and integrity of exchanged data, and consists of communication over Hypertext Transfer Protocol (HTTP) within a connection encrypted by Transport Layer Security or its predecessor, Secure Sockets Layer (SSL) - technology that encrypts the connection between your website and your visitors browser.
HTML - (Hypertext Markup Language). This is used to write web pages. Your browser reads the HTML and interprets it to display the content of the web page you see.
HubSpot Certification - Certification provided by HubSpot, for Hubspot customers. It is designed to help marketers master the use of the HubSpot platform. Also see Inbound Certification.
HubSpot - Inbound marketing automation software platform. Enables complete Inbound campaign management, from closed-loop reporting to social media marketing, email marketing, content management, analytics, search engine optimisation and more.
I
Inbound Certification - Free, public certification provided by HubSpot. It is designed to help marketers better understand the Inbound Marketing Methodology.
Inbound Link - A link from another site, to one of your site pages. Sites with many inbound links from good authority sites are likely to rank higher in search engines.
Inbound Marketing - Inbound marketing is a strategy that works to earn the attention of identified Buyer Personas, attracting relevant, quality site visitors and leads. It differs from outbound or traditional interruptive marketing strategies, that are increasingly ineffective. Inbound marketing uses relevant quality content, aligned with buyer persona challenges to attract traffic. Also see Buyer’s Journey.
Read more: What Is Inbound Marketing?
Inbound Sales - Inbound sales techniques, like Inbound marketing techniques, map to how modern buyers purchase, focusing on addressing individual prospect’s pain points and helping rather than interrupting (as traditional or outbound methods would). Inbound sales follows the Inbound Sales Methodology, and is the next logical step to close the leads generated via an Inbound Marketing Campaign. Also see Social Selling, Smarketing, Sales Enablement.
Read more: What is Inbound Sales?
Inbound Sales Methodology - Making best use of Sales Enablement data, Inbound Sales follows a four stage methodology to build lead relationships, ensure leads are effectively qualified, and close leads successfully. The four stages Inbound sales staff should follow are Identify > Connect > Explore > Advise:
IDENTIFY - Sales staff should listen for Active Buyers and prioritise them over Passive Buyers.
CONNECT - Using marketing insight, sales staff should earn the attention and trust of buyers by starting personalised, valuable conversations that address pain at the appropriate buyer’s journey stage. Also see Sales Enablement.
EXPLORE - Inbound sales teams doesn’t spend time on buyers who won’t progress. When good-fit leads show interest, reps should explore their interest and leverage it to develop further trust, and uncover deeper pain points. Also see MQL, SQL.
ADVISE - Sales teams should continue to empower, educate and advise buyers (relevant to their Buyer's Journey stage), leveraging the information learned in the Explore phase.
Infographic - A form of content, infographics or information graphics, are a visual way to display data and other information quickly and clearly. See our infographic; 7 ways to get non-marketing employees to create content.
Internal Link - A link from one page of your site to another page of your site.
J
JavaScript - A programming language used by web developers to design interactive sites. Pop-ups, slide-in CTAs, forms, interactive features and games, security password creation, mobile apps and server-based applications will all use JavaScript.
K
Keywords - Targeted search phrases that help you to optimise your content and site. Keywords help search engines know what a site is about, and index it appropriately in search results. Keywords should not only be chosen to suit search however - they must also speak to your personas for your content to be relevant. Also see Long-Tail Keywords, SEO.
KPI (Key Performance Indicator) - Metrics used to benchmark your performance and progress towards goal completion. Particular metrics will change depending on the goal or aim to be achieved.
L
Landing Page - A site page centered around a single content offer. Landing pages contain a lead capture form, and promote the content in exchange for the visitor’s information. Landing pages are usually the first stage in the conversion path. See an example of a landing page here.
Lead - An identifiable person or company (in your database) who has converted on your site and is now in your database. Typically they will have downloaded a piece of content, and completed a conversion form. Also see MQL, SQL.
Lead Capture Form - See Conversion Form.
Lead Generation - The term used to describe capturing new leads.
Lead Nurturing Campaign - Lead nurture, also known as ‘drip marketing’ describes the process of nurturing a lead through the Sales Funnel via a series of helpful, relevant communications (social media, email, content offers etc). To be most effective, your lead nurture campaigns should map to the length of your sales cycle, and consider all Buyer’s Journey stages. Also see Email workflow, Workflow Automation.
Legacy Sales - Also see Traditional sales, Outbound Marketing.
Lifecycle Stages - Typically used during the Inbound sales process, a lead is typically at any one of three stages; awareness, evaluation or purchase. Each stage defines the content you should share with a lead to nurture them, and helps you understand what content is most appropriate to share are any one time. Also see Buyer’s Journey, Inbound Sales, Inbound Sales Methodology.
Lifetime Value (LTV) - The estimated value attributed to your entire relationship with a customer. LTV is calculated by taking the revenue a customer has paid in a specific time period, subtracting that number from the gross margin, and dividing it by the estimated churn rate for that customer.
LinkedIn - A social media platform for professional networking. For B2B businesses, Linkedin Paid Advertising can be a great way to promote content to the right Buyer Personas. Also see Long Form Posts, LinkedIn Sponsored Updates.
LinkedIn Pulse - A LinkedIn feature which allow you to publish what is effectively a blog to your LinkedIn profile/ the LinkedIn Pulse section. Publishing a pulse post will notify all of your connections. Generate more B2B leads on LinkedIn by creating long-form posts.
LinkedIn Sponsored Updates - A LinkedIn paid advertising option. Sponsored updates are updates that have been promoted to a specific targeted (persona) audience.
Read more: How to use LinkedIn sponsored updates for B2B lead generation
Long-Tail Keywords - Longer keyword search phrases, of three or more words. These are more specific and refined than single word keywords, so are often less competitive.
M
Marketing Automation / Marketing Automation Software - The marketing software platform (tools, analytics, workflows) that enables your campaign and lead nurture activity, and automates repetitive marketing tasks. Also see HubSpot.
Marketing Qualified Lead (MQL) - A marketing qualified lead (MQL) is a good-fit business lead. These are leads that match your target customer/persona definition and have the budget, profile and challenges that your solution addresses. It is important that your marketing and sales teams are aligned on your exact definition of an MQL. Also see Sales Qualified Lead (SQL)
Meta Description - Short descriptions (no more than 160 characters) describing a page of your site. These descriptions appear in search results, should contain relevant keywords and make it clear to searchers exactly what to expect if they click through to that page.
Middle of the Funnel (MOFU) - The term used to describe leads in the middle of the Sales Funnel. Sat between TOFU and BOFU, MOFU prospects are typically at the consideration stage of the Buyer’s Journey.
N
Native Advertising - Online advertising that blends into the style and environment of the platform or site it appears on, so integrates more naturally. This is designed to make ads feel less interruptive, and more helpful.
Nofollow links - The opposite of a followed link, a nofollow link attribute prevents that link from being crawled by search engines; preventing any SEO benefit from passing between one page and another.
O
Offer - The content assets you present to visitors on landing pages in return for information. Usual offers are whitepapers, ebooks, guides, webinars, infographics etc.
Off Page Optimisation - Optimisation of factors outside of your site - such as links to other domains, and social media activity.
Oktopost - Social media management, scheduling and conversion tracking platform. Also integrates with HubSpot.
On Page Optimisation - SEO based entirely on the optimisation of a web page (in the content, title tags, images, url etc).
OpenSource - Software whose source code is open for modification by anyone.
Organic Search Results - The results that appear naturally in search results - unlike paid results.
Organic Traffic - Traffic that comes to your site as a result of organic (not paid) search.
Outbound Marketing - Traditional marketing that goes out to find customers, rather than attracting them in (as Inbound does). Techniques are often interruptive and hard to quantify such as cold calling, print ads, direct mail, event sponsorship etc. Also see Traditional Marketing, Legacy Sales.
Owned Channels - See Digital Channel Promotion.
P
Page Views - The number of views a particular page has had.
Paid Channels - See Digital Channel Promotion.
Pain Point - The customer/ persona business challenges or problems that your product/ solution solves. Your Inbound campaign and content must work to address these pain points.
Paid Search Results - Paid promotion of a website that increases visibility in search results. Also see PPC and Adwords.
Passive buyers - Buyers who are not actively looking for solutions, but who still suit your profile of a ‘good-fit’ lead. Also see Active Buyers, Inbound Sales, Inbound Sales Methodology, MQL, SQL.
Pay-Per-Click (PPC) - Pay-per-click, also known as PPC or CPC (cost per click), is exactly that. Essentially, if you have an ad in an advertising environment such as Google AdWords, you pay each time that ad is clicked. Also see Google AdWords.
Podcast - A form of content, podcasts are audio files made available online. Typically listeners may know them as recorded radio shows, but any episodic recording that is available online may be considered a podcast.
Q
Qualified Leads - A qualified lead is a good-fit business lead. These are leads that match your target customer/persona definition and have the budget, profile and challenges that your solution addresses. Also see Lead, MQL, SQL, SAL.
R
Ranking Factor - Aspects of a site the Google Algorithm considers to be important. Also see SEO.
Responsive Site - A site designed to adapt to suit the device it’s being viewed on - a desktop computer, a smartphone, tablet, smartwatch etc .
Retargeting - The process of displaying ads across the web to people who have previously visited your site. This is known as retargeting or remarketing.
Read more: 7 Best Practice Steps For Retargeting Ads To Previous Site Visitors.
Return on Investment (ROI) - A measure of the cost return on an initial investment.
Retweet (RT) - When someone on Twitter re-posts your Tweet, sharing it to their followers.
RSS Feed (Really Simple Syndication) - An XML-based feed used for content syndication and distribution. RSS feeds allows sites to make content (such as a blog) easy to consume. Users who subscribe to RSS feeds can receive content as and when updates are made. Marketers might also use a blog RSS feed to trigger lead nurture emails.
S
SAL - Sales Approved Lead. The next step after a Sales Qualified Lead (SQL). Also see Lead, MQL, SQL.
Sales Cycle - The length of time it takes your prospects to move through the Buyer’s Journey or Sales Funnel before reaching a purchase decision. For enterprise businesses this may be around 6-18 months. Email workflows should be mapped to nurture leads throughout the sales cycle for best ROI.
Sales Enablement - Providing Inbound Sales execs with the marketing insight and Business Intelligence (BI) they need to advise buyers at the right moment and build trusted relationships. This lead insight allows each exec knows every prospect’s context (buying stage, challenges, interaction history ), so can hold more productive conversations. Also see Closed-Loop Marketing, Inbound Sales Methodology, Smarketing.
Sales Funnel - Also known as a revenue funnel or sales process. This is the buying process you lead your customers through. Also see Buyer’s Journey, Lifecycle Stages, Inbound Sales, Inbound Sales Methodology.
Sales Qualified Lead (SQL) - Sales Qualified Lead. A sales qualified lead (SQL) is a sales-ready opportunity - an MQL who has been nurtured through the Sales Funnel to the purchase stage. It is important that your marketing and sales teams are aligned on your exact definition of an SQL. Also see Lead, MQL, SAL.
Search Engine Optimisation (SEO) - The process of influencing or optimising the visibility of a site in a search engine’s natural and organic search results. Many factors affect a site’s ranking factor, including content, keywords, site optimisation - and the effect of things like Google Algorithmic Updates.
Search Engine Results Page (SERP) - The results page returned after a search query is entered.
Service Level Agreement (SLA) - Agreement between your sales and marketing team, outlining the expectations each has from the other (regarding factors like lead quality, and volume). Also see Smarketing.
Smarketing - A word created by HubSpot to describe the alignment between sales and marketing teams. Both teams must be aligned in an Inbound campaign and coordinate their efforts for best success. Also see Closed Loop Marketing, SLA.
Snippets - Social messages; tweets, status updates and posts of all varieties across social networks.
Social Media - Networks such as Facebook, Twitter, LinkedIn, Google+. For marketers they can be used to increase growth and reach through sharing, promotion and engagement. Within Inbound, social activity and engagement is especially valuable to attract new leads, but also holds value in maintaining current customer relationships and converting visitors into leads. Promoted posts or paid advertising may form a part of your social strategy. Also see Social Selling.
Social Selling - Where salespeople interact directly with prospects via social media; answering questions, offering helpful content and delivering value. Sales people will share relevant content within newsfeeds, groups and forums to help provide advice and guidance to potential customers and nurture existing leads. Note, this is not a direct selling technique.
Strategic Internet Consulting - UK based Inbound Marketing, Inbound Sales and web development agency. HubSpot and Google Partners.
Find out more
T
Thank You Page - The page a lead is directed to after completing a Lead Capture Form. Thank you pages should provide access to the content offered on the previous Landing Page. Also see Conversion Path.
Top of the Funnel (TOFU) - The term used to describe prospects at the top of the Sales Funnel, or the Awareness stage of the Buyer’s Journey. TOFU/Awareness activity and marketing content is used to attract and educate.
Traditional Sales - Also see Outbound Marketing, Legacy Sales.
Twitter - A social network. Twitter users can publicly share messages of up to 140 characters. Like other social networks, Twitter also offers paid ad capability. Also see Retweet, Social Media.
Read more: How To Determine the ROI of Twitter Ads.
Connect with Strategic on Twitter - @StrategicIntC
U
Unique Visitor - A single visitor to a site within a set period of time. The number of unique visitors will differ to your total number of site or page visits, for example, you might have only one unique visitor, but they might visit your site multiple times (giving you multiple site visits).
URL - Short for ‘Uniform Resource Locator’. This is the address for a web page, that you see at the top of your web browser and can share (for example https://www.strategic-ic.co.uk/ ) The text you include in a url is looked at by search engines to tell what the post is about, so it’s wise to include your keyword in the url when optimising. Also see SEO.
User Experience (UX) - The experience a visitor has on your site. Considered UX is crucial to ensure there are no points of friction or stress on your site and through your conversion path. Poor UX can result negatively on conversion and lead generation. Also see Responsive Site Design.
User Generated Content (UGC) - Content created by users of a system or service. This may include social posts, comments, discussions forums, blogs, images, video, audio and other content.
V
Value Proposition - Can be applied to a