Marketing Glossary

Here you can find important tech terms and definitions, explained in a simple and clear way.

User Persona

User Personas are the human-centered anchor for all design and marketing efforts. They are created based on Quantitative Research and Qualitative Research (like interviews and Empathy Mapping).

Touchpoint

A Touchpoint can be anything from a search engine result (where Metadata is displayed) to a social media ad, a physical event, or an email. On the website, touchpoints include: hero section, lead form, chat widget, and navigation menu.

Persona

A Persona is created to give the target audience a human face, name, and set of goals, frustrations, and behaviors. For SaaS companies, multiple personas often represent different decision-makers (e.g., the "Technical Buyer" vs. the "Budget Approver").

Lead Form

The Lead Form is the most direct mechanism for Lead Generation. It is typically found on Landing Pages, demo request pages, and alongside Gated Content. Its design is critical for maximizing Conversion Rate.

Landing Page

Unlike a website homepage, a Landing Page typically strips away general site navigation (like the Header) to eliminate distractions. It is highly focused on one conversion goal, such as signing up for a trial, downloading a piece of Gated Content, or registering for a webinar.

Gated Content

Gated Content is the cornerstone of B2B Lead Generation and the 'Consideration' stage of the Customer Journey. It provides high value to the prospect in exchange for their information.

Customer Journey

The Customer Journey maps the various Touchpoints a user has with a company's website and marketing materials. For B2B/SaaS, the journey typically includes: awareness, consideration, and decision.

Lead Generation

Lead Generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

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