The Ultimate Guide to Marketing Terminology

Beth Comstock, former CMO & Vice Chair of GE, said, “Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” She’s right. Effective marketing is difficult.

For the consumer, content is produced every day, and information is instantaneously accessible. In fact, 35% of product searches start on Google and the volume of Google searches grows by roughly 10% every year. We’re constantly bombarded with brand messages, so creative marketers must discover a way to stand out among all the digital noise.

Marketing departments can appear busy with lots of activity, but effective marketing is more than just busy work — it begins with a great strategy. While being able to recite definitions doesn’t count as a key step in any marketing strategy implementation, there are some terms that anyone interested in marketing and sales should familiarize themselves with.

We’ve covered in a previous blog post the top branding terms (hyperlink) to know — let’s take a look at our top marketing terms.

A/B Testing

The process of comparing two versions of a web page, email, or other marketing asset with just one varying element. (The Daily Egg)

B2B (Business-to-Business)

A type of commercial transaction where the purchasing and selling of merchandise are performed between two businesses, such as an entity providing services to another. (Key Differences)

B2C (Business-to-Consumer)

A business model where the business sells its goods and services to the final consumer. Those companies whose products and services are consumed directly by the end-user are known as B2C companies. (Key Differences)

Bounce Rate

A “bounce” occurs when someone visits your website and leaves without interacting further with your site. Your bounce rate shows you the percentage of your visitors who bounce off of your site. (Neil Patel)


A prompt that tells the user to take some specified action. A call-to-action is typically written as a command or action phrase. (Optimizely)


The collection of media used to promote the brand and support the sales and marketing of a product or service. It’s the tangible evidence of the brand, designed congruent with the brands core values and personality. (Persona Design)


In relation to inbound marketing, content is a piece of information that exists for the purpose of being consumed, 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. (HubSpot)

Conversion Rate

The percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. (WordStream)

CRM (Customer Relationship Management)

A technology for managing all your company’s relationships and interactions with customers and potential customers. (Salesforce)

CTR (Clickthrough Rate)

An advertising metric that is used to measure how many users clicked an advertisement, link, or call to action and went on to the landing page or website that was liked to that ad, link, or CTA. (Lyfe Marketing)


Words or multi-word phrases that categorize content and track topics on social media (The Balance Everyday)

Inbound Marketing

A strategy that utilizes many forms of pull marketing — content marketing, blogs, events, SEO, social media and more — to create brand awareness and attract new business. (Marketo)

Landing Page

A standalone web page, created specifically for the purposes of a marketing or advertising campaign. (Unbounce)


An individual or organization with an interest in what you’re selling. The interest is expressed by sharing contact information, like an email address, a phone number, or even a social media handle. (LeadSquared)

Long-Tail Keyword

A type of keyword phrase that has at least three (sometimes as many as five) words in the phrase. (Brick Marketing)


The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Association)

PPC (Pay-per-click)

An advertising channel where marketers don’t pay by the impression or purely for ad placement. The bid amount may affect placement, but the advertiser only pays when their ad is clicked by an online user. (Portent)

SEO (Search Engine Optimization)

The practice of increasing the quantity and quality of traffic to your website through organic search engine results. (Moz)

UI (User Interface)

A conduit between human and computer interaction — the space where a user will interact with a computer or machine to complete tasks. (Every Interaction)

UX (User Experience) Design

The process design teams use to create products that provide meaningful and relevant experiences to users. This involves the design of the entire process of acquiring and integrating the product, including aspects of branding, design, usability and function. (Interaction Design Foundation)

If you’re interested in growing you brand, it’s a good idea to familiarize yourself with these marketing terms. Techniques are constantly emerging, and you definitely need to stay up-to-date with the latest trends. Just be careful to not get lost in the and forget about the most important piece of marketing — the . Best-selling author and marketing consulting Simon Sinek says it best, “People don’t buy what you do, they buy why you do it.”


Dad • Storyteller • Brand Builder ∙ Nonprofit Leader • Co-founder of #BODDHIbranding and #LeightonsGift • Head of Brand #TSProckstars