marketing glossary12 terms

Terms that matter in modern marketing practice.

Brand Identity

All deliberately designed brand elements - positioning, tone of voice, logo, typography, colours, imagery. Identity isn't the logo.

Cold Outreach

Active first contact with leads who haven't engaged yet - usually email or LinkedIn. Success depends on list quality, personalisation, domain reputation.

Content Marketing

Strategic creation and distribution of valuable content to attract, retain and convert an audience - without primarily selling.

Conversion Rate

Share of visitors who take a desired action. Realistic: 1-3% on B2B lead pages, 0.5-2% in e-commerce.

GEO

Generative Engine Optimization

Optimising content so AI answer systems cite your brand as a source - not clicked, but mentioned.

ICP

Ideal Customer Profile

Data-driven description of the ideal target company - industry, size, region, buying signals, budget. The basis of every B2B sales process.

Lead Scoring

Method of ranking potential customers by readiness to buy - points for signals like company size, industry, behaviour, buying intent.

Marketing Funnel

Model of the customer's path from first contact to purchase - drawn as a funnel: Awareness → Interest → Consideration → Decision → Retention.

ROAS

Return on Ad Spend

Ratio of revenue to ad spend - formula: revenue ÷ ad spend. ROAS 3 = every euro of ads brings three of revenue.

Schema Markup

Structured data in HTML that explains to search engines and AI systems what the content means - prerequisite for rich results and GEO.

SEO

Search Engine Optimization

Technical and content optimisation so a site ranks higher in search engines like Google - the foundation of digital visibility.

Tone of Voice

How a brand speaks - word choice, sentence length, directness, humour. Captured in style guides so all content sounds consistent.

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