Where every click is a journey and every impression counts.
Targeting extremely high-value enterprise clients that could transform your business with a single deal. The Moby Dick approach to sales, obsession included.
Product photography featuring humans using the item in aspirational contexts rather than sterile white backgrounds. Because apparently customers can't envision themselves without staged authenticity.
Templated marketing content where only names, numbers, or minor details change between versions. The literary equivalent of mail merge, and just as soulless.
The amount you pay each time someone clicks your ad, turning every click into a tiny financial transaction and every misclick into a personal tragedy. It's performance-based pricing that makes you pray for high intent and curse fat-fingered mobile users.
Creating elaborate diagrams showing every touchpoint a customer encounters with your brand, from blissful ignorance to purchase and beyond. It's like stalking, but with Post-it notes and the pretense of empathy.
Social media personalities with 1,000-100,000 followers who command higher engagement rates than celebrities and charge less than your quarterly coffee budget. They're the proof that smaller, engaged audiences beat massive, apathetic ones.
A free resource or incentive offered to prospects in exchange for their contact information, typically email addresses. It's bribery, but the business development team prefers to call it 'value exchange.'
The emotional connection and loyalty consumers feel toward a brand beyond rational product attributes. It's when people buy your overpriced product because they've developed feelings for a corporation, which should concern everyone.
The function responsible for marketing technology, analytics, data management, and process optimization. Often abbreviated MarOps, it's the team that actually makes marketing work while creative people take credit.
A delightfully meaningless marketing buzzword invented by the snowmobile industry to make their products sound cutting-edge and innovative. It's what happens when corporate types need to describe how well a snowmobile snowmobiles but can't just say "it works good." The vehicular equivalent of saying a phone has great "phonability."
Revenue generated per dollar spent on advertising, the metric that determines whether your marketing team gets champagne or cardboard boxes. When ROAS exceeds 1, you're making money; below 1, you're funding a very expensive hobby.
Full-screen advertisements appearing between content transitions, named for occupying interstitial space while testing user patience. The pop-up ad's more aggressive cousin that actually demands attention before allowing progression.
Click-Through Rate—the percentage of people who saw your ad and actually clicked it, revealing how compelling or desperate your call-to-action was. A low CTR means your ad is basically wallpaper.
The art of assigning credit to various marketing touchpoints in a customer's journey, often sparking heated debates about which channel deserves the glory (and budget). Think of it as marketing's version of dividing credit for a group project where everyone claims they did the most work.
A methodology for ranking prospects based on their perceived value and likelihood to convert, assigning points for behaviors and demographics. It's hot-or-not for potential customers, but with spreadsheets.
The percentage of visitors who complete your desired action, whether that's buying, signing up, or downloading, serving as the ultimate verdict on your marketing effectiveness. It's the number that determines whether you're persuasive or just loud.
The single, unified, supposedly accurate version of a customer's data after merging information from multiple sources. In reality, it's the Sasquatch of data management—everyone talks about it, few have actually seen it.
A crude measure of how many humans eyeballs are looking at your ad—basically a less scientific way of saying 'impressions' that sounds cooler in meetings.
A lead that marketing thinks is ready for sales, usually with zero correlation to what sales actually wants—basically a participation trophy of the B2B world.
In content marketing and analytics, the act of retelling events, data, or customer experiences in a way that supports your narrative or campaign thesis. Done well, it's storytelling; done poorly, it's obviously cherry-picked propaganda that savvy audiences immediately distrust.
To shout about your product/service/existence into the void of human consciousness with the faint hope that someone might actually care. The fine art of convincing people they need something they didn't know they wanted, using psychology, repetition, and enough dopamine triggers to make a lab rat blush.
The visible portion of a webpage or email before users have to scroll down. The prime real estate where your most important content lives or dies.
A customer endorsement weaponized for marketing purposes—genuine or conveniently edited praise that companies display to convince skeptical prospects that their product actually works. In its purest form, it's an unprompted tribute; in reality, it's often solicited, incentivized, or cherry-picked from thousands of responses. The video testimonial is its most powerful evolution, because nothing says authentic like professional lighting and a lapel mic.
In marketing, the person responsible for crafting narratives that make products sound like epic journeys rather than simple transactions. Modern marketers have elevated this to an art form, transforming soap into a 'personal wellness experience' and coffee into a 'morning ritual.' Also applies to game masters in tabletop RPGs and, let's be honest, anyone who's ever exaggerated on a resume.