A/B Testing

This means comparing two versions of one thing to find out which is best to help drive better marketing results.

Abandoned Cart

When an individual adds an item to the internet-based shopping cart of an e-commerce site but does not proceed to checkout and complete the purchase.

Ad Copy

The words in your marketing messages to clients.

Ad Extensions

Specific info you can tack onto your Google Ads to help them do better.

Ad Network

A solution that offers internet-based ad space for sale to advertisers.


A Google marketing program that pays website publishers for allowing relevant ads from Google to run on their sites automatically.

Advertising Budget

The money a company puts toward promoting its items and solutions to its target audiences.


Advertising and editorial content combined.

Affiliate Marketing

Marketing is based on a relationship between an internet-based advertiser and website publishers where the advertiser pays for leads or revenue from the publishers‚ sites.

Affiliate Network

A specially selected group of website publishers who partner with an advertiser to deliver leads or sales and receive a commission based solely on their performance.

Alt Text

Text that shows in place of images or pops up when you hover your mouse over an image.


What I sometimes refer to as the ‚ eyes of inbound marketing, analytics is the discovery and communication of meaningful patterns in data.

Anchor Text

The wording of a link on a website, in an email, or within another digital asset. One example of anchor text is ‚read more.  Anchor text is an important part of the individual experience.

Application Programming Interface (API)

APIs are a series of rules in computer programming, which allow an application to extract info from a solution and use that info either in their application or in data analyses.

Audience Segmentation

A marketing plan based on identifying subgroups within the target audience to deliver more tailored messaging for stronger connections.

B2B (Business-to-Business)

An adjective used to describe companies that sell to other businesses.

B2C (Business-to-Consumer)

An adjective used to describe companies that sell directly to consumers.


Links on websites other than your own that go back to a page on your website.

Banner Ad

A standard horizontal ad placement at the top of a web page.


Brand Indicators for Message Identification (BIMI) is an emerging security technology that helps authenticate your email marketing and builds trust with your clients.

Bing Ads

Pay-per-click (PPC) ads that run on Bing and Yahoo search engines spanning desktop and mobile devices.

Black Hat SEO

Not a great idea“. Black Hat SEO refers to unethical and manipulative techniques used to improve a website’s search engine rankings. These tactics violate search engine guidelines and can result in penalties or bans. Examples include keyword stuffing, cloaking, and link spamming.


The short form of “web log.” A blog is a collection of journal-like articles written about a particular topic and published on a website.


Blogging entails regularly updating an online platform, like a website, to share thoughts, experiences, or expertise on various topics.  Blogs cover diverse subjects and serve entertainment, educational, or marketing purposes.

Bottom of the Funnel

Since we are going alphabetically, the last part of the funnel process is first! So, bottoms up, I suppose.

Bounce Rate

The percentage of visits to your website where only 1 page was viewed.


The experience a customer has with an item or solution that makes it different from others in the same category.

Brand Identity

The experience a customer has with your item or solution visually.

Brand Image

How your clients perceive your items, solutions, and company. A solid brand identity and relentless brand management are 2 keys to success.

Brand Manager

A marketing professional is responsible for making sure the customer experience with a brand is brand-worthy.


If you are thinking “Hansel and Gretel,” you are right.

Business Blogging

Business blogging retains all the attributes of “regular” blogging but adds a tasty layer of marketing plan on top.   When blogging for a business, marketers should create posts that are optimized with keywords that their target audience is searching for and provide helpful, educational material to these readers.

Buyer Persona

A semi-fictional representation of your ideal customer based on market research and real data about your existing clients.

Call to Action (CTA)

What do you want your target audience to do after receiving your marketing message?


A call-to-action is a text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become of lead. Some examples of CTAs are‚ Subscribe Now or‚ Download the Whitepaper Today.

Canonical URL

The “master version” of a page on your website that you want search engine crawlers to find.


CAN-SPAM stands for “Controlling the Assault of Non-Solicited Pornography and Marketing.” It’s a U.S.


CASL stands for “Canadian Anti-Spam Legislation.” It’s a Canadian law passed in 2013 that covers the sending of “commercial electronic messages” that may be accessed by a computer in Canada.

Churn Rate

A metric that measures how many clients you retain and at what value.

Classified Advertising

Ads appear on the same page and are grouped into categories in a list-like format.

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.

Click-Through Rate (CTR)

The percentage of individuals who click on the link in your digital marketing message after seeing it. CTR is a key success metric for a marketing campaign.

Closed-Loop Marketing

The practice of closed-loop marketing is being able to execute, track, and show how marketing works have impacted bottom-line business growth.

Contact Form

A page on a website that contains a brief questionnaire allowing individuals to provide info about themselves and show an interest in being contacted about your items or solutions. .


In relation to inbound marketing, content is a piece of info that exists for the purpose of being digested (not literally), engaged with, and shared.

Content Management System (CMS)

A web application designed to make it easy for non-technical individuals to create, edit, and manage a website.

Content Marketing

Content marketing is a plan businesses use to attract, engage, and retain clients by creating and sharing relevant articles, videos, podcasts, and other media.

Content Optimization System (COS)

A COS is basically a CMS (Content Management System), but optimized to deliver clients the most personalized web experience possible.


If content is king, then context is queen. Serving up valuable content is important, but ensuring that it is customized for the right audience is equally (if not more) important As buyers become more in control of what info they digest (again, not literally), it is important to deliver content that‚contextually relevant.

Conversion Path

A conversion path is a series of website-based events that help lead capture.

Conversion Rate

The percentage of individual actions taken after total clicks on a display ad or other digital asset.

The percentage of people who completed a desired action on a single web page, such as filling out a form.

Conversion Rate Optimization (CRO)

The process of increasing the percentage of individuals who take the actions you want them to, such as clicking on a website link or purchasing an item internet-based. Two key conversion rate optimization (CRO) strategies are A/B testing and personalized marketing.

Cost Per Acquisition (CPA)

How much do you spend to win a single-paying customer?

Cost Per Click (CPC)

A fee that a website publisher charges to serve your display ads on its site.

Cost-per-Lead (CPL)

The amount it costs your marketing organization to acquire a lead.


Cost per thousand impressions of an internet-based ad.


The items of copywriters, graphic designers, and other creative marketing people are simply the people themselves.


The practice of customer relationship management (CRM).

Crowdsourced Content

Creating your own content can take more time than you have to lend to it – which is where crowdsourcing comes into play.


Cascading style sheet (CSS), is a language that dictates how a web page looks. CSS stands for Cascading Style Sheets, and it’s what gives your entire website its style, like colors, fonts, and background images.

Customer Acquisition Cost (CAC)

Customer acquisition cost (CAC) is the amount of money a company spends to get a new customer. Your total Sales and Marketing cost.

Customer Data Platform

A customer data platform (CDP) is a central location for customer data from a variety of sources.

Customer Journey

Think of a customer journey as a detailed map that shows the full experience a customer has with your business.

Customer Relationship Management (CRM)

A set of software programs that let companies keep track of everything they do with their existing and potential clients.

Digital Marketing

Any marketing that uses electronic devices to convey promotional messaging and measure its impact.

Direct Mail Marketing

A type of direct marketing that is delivered physically to a prospect‚ mailbox through the United States Postal Service or other delivery solution.

Direct Marketing

Marketing that is delivered directly to the customer via the company selling an item.

Display Ads

A type of internet-based ad that combines text, images, and a URL that links to a website where a customer can learn more about or buy items.

Distribution Channel

The path an item or solution takes as it travels from where it is created to the person who will use it.


Domain-based Message Authentication, Reporting & Conformance (DMARC) is a widely recognized email protocol that helps people and businesses protect their email addresses and domains from being misused by third parties.


A domain name system (DNS) takes a human-friendly internet address, such as Website.com, and translates it into a computer-friendly IP address a web browser can use to find and display a website.


A domain or domain name is what comes between the @ in your email address and the .com, .org, .net, etc.

Drip Campaign

A series of automated emails are sent to people who take a specific action.


An e-commerce model where the seller does not own any inventory or handle any of the shipping responsibilities.

Dynamic Content

A way to display different messaging on your website based on the info you already know about the visitor.


Ebooks are a common type of content that many marketers use, often to help generate leads.


E-commerce is the buying and selling of goods and solutions using the internet.

E-commerce Website

A website allowing people to buy and sell physical goods, solutions, and digital items over the internet rather than at a brick-and-mortar location.

Editorial Calendar

It’s like a road map for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your plan.


In its most basic sense, email stands for ‚ electronic mail. Is a core component of marketing because it is a direct connection to a contact inbox. However, with great power comes great responsibility, meaning it is important for marketers to not abuse the email relationship with a contact.

Email Automation

The use of predefined rules to trigger email messages based on specific actions clients take.

Email bounce rate

Email bounce rate: The rate at which an email is unable to be delivered to a recipient’s inbox. In email, not all bounces are bad, so it’s important to distinguish between hard and soft bounces before taking an email address off your list.

Email List

A list of email addresses that your business can send marketing emails to.

Email Marketing

The use of email to promote business items and solutions.

End User

The person who uses an item or solution.

Engagement Rate

A popular social media metric used to describe the amount of interaction Likes, shares, and comments a piece of content receives.

Error 404

File not found, an error your web browser flags.

Evergreen Content

Evergreen content is content that continues to provide value to readers no matter when they stumble upon it.

Extensible Markup Language (XML)

A human- and machine-readable coding language that adds structure, meaning, or context to a text document.

Eye Tracking

Measuring and recording the movement of eyes as they look at a web page.


Facebook is a social network you’re likely quite familiar with already but it has become so much more than just a platform to publish content and gain followers.

Facebook Ads

Ads that run exclusively through the Facebook marketing platform.

Facebook Ads Manager

Basically, mission control for your Facebook ads.

Facebook Business Page

Your business home on Facebook.

Facebook Profile

Your personal home on Facebook.


The Federal Communications Commission (FCC) is a United States government agency that regulates communication devices and systems, which includes the Internet.

Featured Snippet

A section of Google search engine results page that tries to answer a question without a person having to click through to another web page.


The place where your page visitors will supply info in exchange for your offer.


Any element of your website that is confusing, distracting, or causes stress for visitors, causing them to leave your page.


The Federal Trade Commission (FTC) is tasked with promoting competition in the United States marketplace and protecting consumers.

Google Ads

Google Ads is the software platform Google uses to power its ad network. Advertisers choose which keywords are most relevant to their items and how much they want to pay for their campaigns The ads appear at the top of Google search engine results page (SERP) or on third-party websites and apps when someone searches for one of these keywords.

Google Algorithm

Algorithms are a list of mathematical calculations and if/then statements that decide what action a computer program should take.

Google Analytics

A platform that measures and reports on website traffic.

Google My Business

A free solution that lets you provide more detail about your business when it appears in search.

Google Remarketing

Also called retargeting, Google remarketing is the technology that lets your Google Ads follow potential clients as they move across the internet.

Google Search Console

A Google tool that helps you optimize your website content to make better its doance and your search engine optimization (SEO) works. You can submit URLs and full sitemaps to Google Search Console to make sure your most important pages are indexed in the Google search engine.


Google+ (referred to as “Google Plus”) is a social network allowing you to join and create circles in which you can mix and match family members, friends, colleagues, and fellow industry members.

Go-to-Market Strategy

A plan that helps you launch your new business, item, solution, or brand to your clients. It usually includes target audience research, the key differentiators in your market, and a planned approach for marketing and distribution.