Marketing Terms

The process of expanding a test program to a larger audience. This usually happens after alpha and beta testing.

The amount of revenue made back as a direct result of an investment. The higher the ROI, the better the investment.

The percentage of people who respond to an ad, email, direct mail, or the like as compared to the total people it got sent to. The higher the response rate, the better the campaign went.

A lead who is a fit for your product or service and is moving towards a decision about whether to convert or not, usually via ongoing conversation with your sales team.

Those sponsored links you see on Google and other search engines. They normally appear at the top of the page, sometimes in a different color.

A prospect who agrees to consider purchasing your product or service.

Things you do that aren’t on the internet. Direct mail is an example of this.

A pattern of behaviors you put leads through to sort the good ones from the bad, and encourage those you want to convert to actually do so.

A person who has taken some kind of action that indicates they might be interested in eventually converting. An Information Qualified Lead is one that has given you their contact info to get some valuable information. (For example, access to a free download.) When these people request information about your product, then they become Marketing…

The number of times an online ad unit is put in front of someone. In mass media, the same term is used for the total number of people or households accessed through a specific media property.