Marketing Glossary for Tech Companies

Discover performance marketing terms.


Above the Fold

Above the fold is the upper portion of a webpage that is visible when you land on that page. The term originated from early newspaper marketing tactics.

Account Based Marketing

B2B SaaS companies have reported impressive results from account-based marketing, including increased pipeline velocity and win rates, bigger deal sizes, and enhanced customer retention.

Ad Campaigns

Ad campaigns are a set of advertisements that focus on a single message, which are intended to meet a specific business goal as well as lead to conversions.

Anchor Text

Anchor text is the text that appears highlighted in a hyperlink. When clicked, it opens up another web page on any domain.

Application Programming Interface (API)

An Application Programming Interface (API) is a software interface that allows a given application to communicate, exchange data, and share functionality.

Attribution Modeling

A marketing attribution model is a system of quantifying the value created in each step of the customer journey.

Average Contract Value

Average Contract Value (ACV), sometimes written as Annual Contract Value, is a tech marketing metric that measures the average value of customer contracts by averaging and normalizing them over a one-year period.

Average Order Value (AOV)

AOV (average order value) is a metric that tracks the average dollar amount spent every time a customer places an order on a website.



Business-to-Consumer (B2C) is a business model where products and services are marketed and sold directly to the end user.


Backlinks, also known as inbound links, are links one website gets from another website. Learn more about valuable link building tactics from Directive!

Below the Fold

Below the fold is the content that is not immediately visible when they first land on the page so they must scroll down the webpage to view it.

Black Hat SEO

Black hat SEO is the practice of increasing a site’s authority or ability to rank on Google through techniques that violate their terms of service.

Bottom of Funnel (BOFU) Marketing

Effective BOFU marketing drives revenue and accelerates the B2B sales cycle by differentiating your brand as your prospect’s ideal solution.

Bounce Rate

Bounce rate is the percentage of visitors to a particular website who leave the website (or bounce from) after viewing a single page.

Broad Match Modifier

The broad match modifier is responsible for showing ads if the keywords show up in the search query in the exact or a similar variant form.

Buyer Persona

A buyer persona is a research-based profile of a target customer for your B2B SaaS company.


Call to Action (CTA)

A call to action (CTA) is a statement included above the fold on a landing page or at the end of a piece of content designed to get an immediate response from the reader.

Canonical Tag

A canonical tag is something that tells search engines that a certain URL is the master copy or authoritative source for a piece of web content.


A chatbot is a software application that can conduct a conversation with a human user.

Click Through Rate (CTR)

Click through rate (CTR) is a marketing term that refers to the percentage of people visiting a web page from an advertisement or organic search result.

Closed Loop Marketing

Closed-loop marketing is the use of data analytics to track individual customers from their first interaction with the marketing funnel through the entire sales cycle.

Content Management System

A content management system, or CMS, is a software application used to manage web content for a website (or multiple sites).

Content Syndication

Content syndication refers to when any web-based content is re-published by a third-party website. Learn more about the SEO impact of syndicated content!

Conversational Marketing

Conversational marketing is a customer-led marketing strategy that uses technologies like chatbots, SMS, live chat, and software messaging apps.

Conversion Rate

A conversion rate for a website or specific webpage is the number of conversions the page has generated divided by the number of visitors.

Cost Per Acquisition (CPA)

Cost Per Acquisition (CPA) is a marketing metric that measures the total cost to acquire a single paying customer for a campaign or marketing channel.

Cost per Click (CPC)

CPC (or cost per click) is a method that websites use to calculate a bill based on the number of times a visitor clicks on an advertisement.


HTML and CSS are closely related, but while HTML tags provide the basic overall structure of a page, CSS controls the presentation, formatting, and layout of individual elements on the page. 

Customer Acquisition

Customer acquisition is the process of attracting and onboarding new customers or clients for your business.

Customer Churn Rate

Customer Churn Rate (also known as customer attrition rate) is a B2B SaaS business metric that measures how many customers or subscribers your business loses in a given time period. 


Demand Generation

Demand generation is any activity that pushes awareness and interest in a product, service, or offers from a business with the goal to generate leads.

Digital Marketing Strategy

Digital marketing strategy is a marketing strategy with a focus on digital channels, including SEO, social media, PPC, and more.

Digital Transformation

Digital transformation is a change that businesses and entire industries go through as they integrate digital technologies into their core processes.

Direct Marketing

Direct marketing is a type of marketing campaign whose goal is to initiate a personal relationship between the customer and the marketing organization.


Discoverability is the ability of your brand or website to become found on the internet. Learn more about discoverability with Directive.

Duplicate Content

Duplicate content exists when the same piece of web content is hosted on the Internet at more than one web address (URL).


Ecommerce SEO

Ecommerce SEO is the process of making your online business more visible on search engine results pages (SERPs), and ultimately rank for certain products.

Engagement Rate

Engagement rate is a set of metrics used to measure customer engagement in digital marketing.

Enterprise SEO

Enterprise SEO is the process of performing search engine optimization on a much grander scale for larger companies.

Evergreen Content

Evergreen content is content for your website that retains its value and relevance for your target audience as time goes on.



Firmographics is the B2B portmanteau for describing and segmenting prospects based on organizational attributes like age, size, location, and performance.


Forecasting uses current and historical data as the basis for predictions about future events. Learn more about how to forecast your growth with Directive!


Geographic Segmentation

Geographic segmentation is a type of market segmentation that groups prospective customers based on where they live.

Go-To-Market Strategy

A go-to-market strategy is an action plan that outlines how it will bring its product to the marketplace, deliver on its key value propositions, and meet profit goals.

Google AdWords

Google AdWords, now known as Google Ads, is an advertising service hosted by Google, where advertisers pay to display advertisements through various forms.

Google My Business

Google My Business (GMB) is a free tool provided by Google that allows you to register, manage, and optimize a digital Business Profile for your company. 

Google Tag Manager (GTM)

Google Tag Manager (GTM) is a free tool that allows you to deploy and update analytics and measurement tags (also known as tracking pixels) on your website.

Guest Posting

Guest posting (or guest blogging) refers to the process of writing content for the purpose of being posted on someone else's blog.


Heat Map

A heat map is a visual representation of data that allows marketers to record and quantify how Internet users use their mouse or trackpad on a website.


Ideal Customer Profile

An Ideal Customer Profile (ICP) is a data-backed description of the pain points and firmographics that define your ideal end-customer.

Image Alternative Text

Image Alternative Text, or “Alt Text” provides a textual alternative to an image on your web page in cases where the user cannot view the image.


Impressions are a digital marketing metric that quantifies the total number of times a specific piece of content has been displayed to your audience.

Inbound Marketing

Inbound marketing refers to a marketing methodology that is made to draw potential customers in, instead of pushing product or service outward.

Internal Links

Internal links are text or image-based hyperlinks that appear on the pages of your website and point to other pages on the same domain. 

Internal Marketing

Internal marketing refers to the promotion of a company's objectives, products, and services to employees and staff members within the organization.


Javascript Object Notation (JSON)

Javascript Object Notation (JSON) is a text-based format for expressing structured data consisting of attribute-value pairs, arrays, or other serializable values. 


Key Performance Indicator (KPI)

A key performance indicator (KPI) is a measurement that reflects how effectively an organization, department, campaign or individual is meeting its intended objectives.


Landing Page

A landing page is a single webpage that has been created specifically for an advertising campaign. It's the first webpage where a user "lands" after they have clicked on a Google Ad.

Lead Generation

Lead generation refers to the process of generating interest among consumers for a product or service with the end goal of turning that interest into a sale.

Lifetime Value (LTV)

Lifetime value (LTV) is an estimate of the average revenue a single customer will produce throughout their lifespan as a customer.

Long Tail Keywords

Long tail keywords are keywords that are on the long tail of the demand curve, meaning that they have a low monthly search volume.


Marketing Analytics

Marketing analytics consists of all the processes and technologies that allow marketers to measure and evaluate the success of their marketing strategies.

Marketing Automation

Marketing automation describes the use of automated processes to nurture and connect with prospects that are in the marketing or sales funnel.

Marketing Channel

A marketing channel is a set of people, organizations, and activities that work together to transfer goods (products and services) from the point of origin to the point of consumption. Check out this post to find out why it's important!

Marketing Funnel

A marketing funnel is a break down of the path customers take starting from the awareness of your business to the purchase or conversion on your website.

Marketing Operations (MOPs)

Marketing Operations (MOPs) encompasses the organizational functions of aligning marketing activities with strategic business objectives, planning and overseeing marketing campaigns, reporting and data analytics, and more

Marketing Qualified Lead (MQL)

A marketing qualified lead (MQL) is a lead whose firmographic characteristics and history of engagement with a brand indicate that they are likely to become a customer in the future. 

Meta Description

A meta description is a component within your meta tags that helps to describe your webpage.

Multivariate Testing

Multivariate testing is a useful technique for testing a marketing hypothesis where multiple variables are modified to gather insights on website changes.


N-Gram Analysis

N-gram analysis is a statistical method that advertisers can use to discover the most profitable keywords for a given ad campaign.

Net Promoter Score (NPS)

Net promoter score is a metric that businesses use to measure customer loyalty and as a measure for healthy business growth.

North Star Metric (NSM)

North Star Metrics are a management technique for getting teams focused on a singular, well-described, critical objective.


Omni-Channel Marketing

Omni-channel marketing is an innovative approach to marketing in an era of consumers that use multiple devices to interact across multiple channels.

Online Marketing

Online marketing refers to the practice of using web-based channels to market a company's brand, services, or products to its target audience.

Organic Traffic

Organic traffic refers to the visitors that come to your website as the result of unpaid (or "organic") search results directly from the SERP.

Outreach Marketing

Outreach marketing is a marketing strategy that focuses on pitching your business content to certain influential people who have a strong relationship with your target audience.


PageSpeed Insights

PageSpeed Insights is a free tool/service that provides a performance report on page speed for a given URL and offers suggestions on how the page could be optimized to decrease the page loading time.


A pixel is the smallest possible unit of an image displayed on a digital screen - The word pixel is a portmanteau of the words picture and element.


PPC (pay-per-click) is an advertising model that allows marketers to place ads on a platform and pay for each time their ad receives a click.

Product Description Page (PDP)

A Product Description Page (PDP) is a web page on an eCommerce site that features a description, images, reviews, sizing, pricing, and other details for a single product.

Product Life Cycle (PLC)

The product life cycle (PLC) is a five-stage model that describes the life of a product from its development and market introduction, to its eventual decline and exit from the marketplace.

Product Marketing

Product marketing is a marketing discipline that focuses on the process of bringing a specific product to the marketplace.


Qualified Lead

A qualified lead (QL) is a prospective customer that has met pre-determined criteria indicating they are sales-ready.

Quality Score

A quality score is a metric used by advertising platforms to rate the relevance and quality of your PPC advertisements and keyword targeting.


In digital marketing, a query is a string of words that a user types into a search engine like Google to access a list of web pages that are relevant to their interests or goals.


Relationship Marketing

Relationship marketing is a set of marketing strategies whose goal is to create long-term engagement between the organization and its customers.


Remarketing is the process of targeting customers who have already viewed or showed interest in something on your site and enticing them to come back.

Responsive Design

Responsive design is a website design technique that allows a website to render and function well across different platforms such as desktop, tablet, and phone.

Return on Ad Spend (ROAS)

Return on Ad Spend (ROAS) is a marketing metric that measures the total amount of revenue generated for every dollar spent on digital advertising as part of a paid media or PPC campaign.

Return on Investment (ROI)

Return on Investment (ROI) is a metric used by marketers to evaluate the performance of a campaign in terms of its overall profitability and impact on business success. 

Revenue Operations (RevOps)

Customer-led RevOps is Directive’s own approach to revenue operations that uses our Customer Generation framework to drive customer and revenue growth while improving ROI.

Rich Snippets

Rich Snippets refer to a type of structured data markup that allows Google to better decipher and understand what information is present on each web page.


Sales Qualified Lead (SQL)

A Sales Qualified Lead(SQL) is a prospective customer who has been successfully nurtured through the customer journey, up to a point where they are ready to convert. Modern B2B SaaS companies use lead 

Search Engine Marketing (SEM)

Search engine marketing (SEM) is a digital marketing strategy that is used to increase the visibility of a website or page in search engine results pages.

SEO (Search Engine Optimization)

SEO (search engine optimization) is a highly involved and focused process of getting webpages to rank higher in search engines such a Google.

SERP (Search Engine Results Page)

SERP (search engine results page) is a list of webpages that appears after someone searches on Google and other search engines.

Single Persona Ad Groups

Single persona ad groups are an strategy that marketers can use to target ads more effectively and lower ad spend while increasing return-on-investment.

Software-as-a-Service (SaaS)

Software-as-a-Service (SaaS) is a distribution model where the application is owned/managed by a provider, hosted in the cloud, and licensed to customers.

Split Testing

Split testing is a method of conducting a randomized experiment with two variants in order to statistically test a hypothesis.

Statistical Significance

Statistical significance is the likelihood that a relationship between two or more variables is caused by something more than just random chance.


Talent Acquisition

Talent acquisition is the strategic process of identifying quality candidates to fill a job role, choosing the right candidate, and hiring that person.

Target Audience

A target audience is the demographic of people determined internally to be interested in your products or services.

Title Tag

A title tag <title> is an HTML element that defines the title of a web page written in HTML.


Uniform Resource Locator (URL)

A Uniform Resource Locator (URL), also known as a web address, is a string of characters that functions as the address of a unique page or web resource.

Unique Value Proposition (UVP)

A unique value proposition (UVP) is a simple and refined statement that is meant to convey the value of your product or service to a prospective customer.

User Experience (UX)

User experience (UX) design is the process of designing webpages that meet the needs of a potential customer in every interaction with the company.


View Through Rate

View Through Rate (VTR) is a marketing metric that can give you valuable insight into how effectively your video advertisements are connecting with your target audience.

Viral Marketing

Viral marketing is a digital marketing strategy where the goal is to reach as many people as possible through word-of-mouth and social sharing.


Website Analytics

Website analytics is the collection, measurement, analysis, and reporting of data in order to understand user interaction with your website.

What are UTM (Urchin Tracking Module) Codes?

What is a Content Delivery Network (CDN)?

What is a Sales Accepted Lead (SAL)?

To ensure alignment between marketing and sales during lead hand-off, tech companies can implement a lead acceptance process where MQLs must be qualified as Sales Accepted Leads (SALs) before they will be accepted as sales-ready. Find out what this typically involves.

What is a Sales Development Rep (SDR)?

What is a Value Gap?

What Is A Website Mockup Design?

What is Annual Recurring Revenue?

What is Average Selling Price (ASP)?

What is Customer Acquisition Cost (CAC)?

What is HTML?

HTML is an abbreviation of Hypertext Markup Language a standard markup language used to define how a website's content is structured and displayed.

What is Lead Scoring?

What is Natural Language Processing (NLP)?

What is Real-Time Bidding?

What is the Customer Journey?

What is Top of Funnel (TOFU) Marketing?

What is/are Jobs to be Done (JTBD)?

What is/are OKR (Objective Key Results)?

White Hat SEO

White hat SEO refers to any SEO (search engine optimization) strategy or tactic that has been approved by major search engines, such as Google and Bing.

White Paper

A white paper is an informational document made to promote or highlight the features of a product, service, or solution.


XML (Extensible Markup Language) Sitemaps

XML (Extensible Markup Language) sitemaps are documents or files that contain information about a website's most important pages.