6 min read
July 22, 2016

life jacket blog


Marketing is confusing. Like the modern business world, as soon as you step into it, you find yourself drowning in jargon and acronyms. Does this sound familiar?

“MQLs from our key persona showed good PPC CTRs and the CTA had great CTRs, shown in the CMS.”

If you aren’t ‘up’ with modern marketing lingo, this will mean nothing to you. It makes it hard to fully understand what your marketing team are showing you and makes it near impossible to make decisions on how to proceed.

We’ve put together a glossary of some of the more frequently used marketing terms to help you understand your marketing team and make better decisions.

A/B Testing

This is where you compare two versions of a single detail (e.g. subject line, image) to determine which performs best. This is often done in email marketing, calls-to-action, and landing pages.


Looking at the data of your initiatives, analysing the trends, and developing actionable insights to make better informed marketing decisions. Collect information from your website including overall traffic, sources of traffic, and location to understand where your audience is and this can determine how you target them. 2000 web visits a month is a good average statistic and if 60% of your traffic is coming from social, then you know you need to focus more on that to reach them.


A core component of inbound marketing, as it can accomplish several initiatives simultaneously like website traffic growth, thought leadership, and lead generation.

Business Blogging

Create posts that are optimised with keywords that your target audience is searching for and provide helpful, educational material to these readers. See Concentrate’s blog as an example of business blogging.

Bottom of the Funnel

This refers to a stage of the buying process leads’ (see below) reach when they’re just about to close as new customers. They’ve identified a problem, have shopped around for possible solutions, and are very close to buying. This blog is an example of bottom of the funnel content where it is under the assumption that the reader has already defined the problem that they have, decided what solution they want and are exploring options for that.

Bounce Rate

The percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to any other pages on your site. It also refers to emails and the rate in email doesn’t reach the recipient. This can either be because of an incorrect email address, an email provider blocking the mail, or many other reasons.

Buyer Persona

A semi-fictional representation of your ideal customer based on market research and real data about your existing customers. The process of defining your buyer persona requires you to think about their goals, their challenges, their behaviours and any predispositions they might have. This helps to write and promote content that they will find interesting and useful and will reach them.

Call-to-Action (CTA)

A text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become a lead. Some examples of CTAs are ‘Subscribe Now’ or ‘Download the Whitepaper Today.’ Concentrate’s homepage has numerous CTAs, the first one being ‘Learn more about us’.

Clickthrough Rate (CTR)

The percentage of your audience that advances (or clicks through) from one part of your website to the next step of your marketing campaign. If the CTR is low, then your message might not be right and people don’t see it as relevant to them.


A piece of information that exists for the purpose of being digested, engaged with, and shared. Content typically comes in the form of a blog, video, social media post, photo, slideshow, or podcast, although there are plenty of other types out there. Check out some of Concentrate’s pieces of content for examples.

Content Management System (CMS)

A web application designed to make it easy for non-technical users to create, edit, and manage a website. This makes it cheaper to maintain a website as you aren’t paying a web company every time you want to make the slightest change.

Conversion Rate

The percentage of people who completed a desired action on a single web page, such as filling out a form. Like the clickthrough rate, a low conversion rate can indicate that the message it wrong or needs adjusting. Either people aren’t thinking it is relevant or it is not strong enough to compel them to convert through.


Common type of content that many marketers use, often to help generate leads. They are generally a more long-form content type than, for example, blog posts, and go into detail on a subject. Check out some of Concentrate’s eBooks for examples.

Hashtag (#)

A way for you and your readers to interact with each other on social media and have conversations about a particular topic. They tie public conversations on Twitter, Facebook, and Instagram together into a single stream, e.g. #marketinglingo. This can help track conversations, topics, or events on social media.

Inbound Marketing

Marketing activities that draw visitors in, rather than marketers having to go out to get prospects' attention. It's all about earning the attention of customers, making the company easy to find online, and drawing customers to the website by producing interesting, helpful content. Concentrate utilise the inbound methodology. Check out our website to find out more.

Inbound Link

A link coming from another site to your own website. "Inbound" is generally used by the person receiving the link. The more inbound links your website has, the more place you can be found on the internet.


The topics that webpages get indexed for in search results by engines like Google, Yahoo, and Bing. Keywords should be built around the problem that your product is solving for the customer. For example, for Concentrate, “lead generation” is a good keyword for us as it is what our customers struggle with.

Landing Page

A website page containing a form that is used for lead generation. This page revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer. Check out one of Concentrate’s landing pages as an example.


A person or company who's shown interest in a product or service in some way, shape, or form.

Lead Nurturing

Sometimes referred to as ‘drip marketing’, lead nurturing is the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel.

Lifecycle Stages

These divisions serve as a way to describe the relationship you have with your audience, and can generally be broken down into three stages: awareness, evaluation, and purchase. By categorising your contacts, it makes it easier to provide the right content to each group to better help them and push them closer to a sale.

Marketing Automation

The platform with associated tools and analytics to develop a lead nurturing strategy. Concentrate are HubSpot partners. HubSpot is a great all-inclusive Marketing Automation platform. Check it out here.

Middle of the Funnel

This refers to the stage that a lead enters after identifying a problem. Now they’re looking to conduct further research to find a solution to the problem.

PPC (Pay-Per-Click)

Where you pay for your adverts (typically through Google AdWords) each time someone clicks on your ad, rather than paying for a length of time or frequency that the advert was shown. This can save money as you are only paying for the people who are interested in what you have to say.

Qualified Lead

Someone who is actively engaged with your company by downloading content or viewing certain web pages, and is interested in learning more. This makes it easier for the sales team as they know that the people they are following up are genuinely interested.

Return on Investment (ROI)

A performance measure used to evaluate the efficiency and profitability of an investment, or to compare the efficiency and profitability of multiple investments. Knowing which marketing channels provided the best return is important in deciding where to efficiently put your money in the future.

Search Engine Optimisation (SEO)

The practice of enhancing where a webpage appears in search results by adjusting things such as keywords, metadata, images and headings. These days, appearing on the first page of a Google search is very important, and this happens by ensuring the right keywords are included, you have metadata on the pages, alt text on you images and appropriate headings.

Unique Visitor

A person who visits a website more than once within a period of time. If only one person visits a web page 30 times, then that web page has one unique visitor and 30 total site visits.


A set of triggers and events that move a lead through the nurturing process. This can help nurture a lead towards a sale without actually having to physically set something up for each one.


If you would like further help navigating the marketing world, have a chat to one of our team about how Concentrate can help.


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