Cost Per Acquisition (CPA) Cost per Acquisition (CPA)/Cost Per Action is a marketing metric that measures the average expenditure a company incurs to acquire a new client.
Social Media Marketing (SMM) Social media marketing (SMM) involves leveraging social media platforms such as Facebook, Instagram, and LinkedIn to create and share content, grow and engage with audiences, build relationships, and promote products or services.
Answer Engine Optimisation (AEO) The practice of structuring and optimising content so AI-powered platforms are likely to surface it in answers to user queries.
High Intent High intent is a marketing term used to describe the level of readiness or likelihood of a potential client to take a specific action, such as making a purchase or filling out a contact form.
Account Resolution The process of identifying and unifying fragmented contact and engagement data into a single, actionable view of a target account.
Content Marketing Funnel The content marketing funnel is a model used by businesses to guide clients through the various stages of the buyer's journey.
Dark Funnel The dark funnel collates the anonymous and untraceable online behaviour of potential leads, with strategies and tactics used to track and engage with them throughout their buyer’s journey.
Demand Generation Marketing activities aimed at creating interest and engagement and driving demand for a product or service.
Buying Group A buying group is a cross-functional set of stakeholders within an organization who collectively influence and approve B2B purchase decisions, requiring revenue teams to engage multiple roles to build consensus.
Go-to-Market (GTM) A Go-to-Market (GTM) strategy is a structured plan that defines how a product is launched and delivered to the target audience, with clear messaging, pricing, sales, and distribution protocols to drive adoption and revenue.
