Campaign & Channel

The portion of a webpage visible to a visitor without scrolling — a term borrowed from print newspapers, where the "fold" determined what was visible on a newsstand.

Within a marketing platform that integrates directly with ad accounts (Google Ads, Meta Ads, LinkedIn Ads, and similar), a synced representation of a live advertising campaign, allowing ad performance data to be reported on alongside other marketing activities and tied to the same contact records.

A continuous marketing presence — ads, content, or campaigns running consistently over time — rather than marketing conducted only in short, discrete bursts tied to specific launches or events.

An approval workflow is a defined sequence of required sign-offs — from brand, legal, analytics, or other stakeholders — that a marketing change must pass through before it’s allowed to go live.

The practice of assigning credit for a conversion (a sale, a signup) to the specific marketing touchpoints — an ad, an email, an organic search visit — that contributed to it.

A coordinated set of marketing activities — ads, emails, content, landing pages — organized around a specific goal, timeframe, and typically a unifying theme or offer.

Campaign QA (quality assurance) is the process of checking a marketing campaign for errors before it goes live: pricing inconsistencies, broken tracking, dead links, missing approvals, and similar issues that are cheap to catch before launch and costly to catch after.

Campaign attribution is the practice of connecting a business outcome — a lead, a signup, a sale — back to the specific marketing campaign, channel, or piece of content that drove it, typically via UTM parameters, campaign records in a CRM, or platform-native attribution tools.

Change management, applied to marketing, refers to the structured process of reviewing, approving, and tracking changes to live campaigns and assets — as opposed to an ad hoc process where anyone with access can edit a live page or adjust a live ad without review.

A specific medium or platform through which marketing content reaches an audience — email, paid search, organic social, direct mail, and so on.

A specific field of data stored about an individual contact within a CRM or marketing platform — such as email address, job title, lifecycle stage, or a custom field like "industry" — used to store, segment, and personalize based on information about that person.

Conversion tracking is the practice of measuring when a desired action — a purchase, a form submission, a signup — occurs as a result of a marketing campaign, typically via a tracking tag or pixel embedded on the relevant page.

An object representing a specific potential sale in progress, tracked through defined stages toward a closed-won or closed-lost outcome, typically including an associated dollar value, expected close date, and the contacts and company involved.

The complete, ordered set of deal stages a sales team uses to track opportunities from creation to close — the structural sequence deals move through, as distinct from "pipeline" used loosely to mean total open deal value (see Category 1).

The specific step within a defined sales process a deal currently occupies — for example, "qualified," "demo scheduled," "proposal sent," "negotiation," "closed-won."

A short video, typically animated or screen-recorded, designed to clearly and concisely explain what a product does, how it works, or what problem it solves.

A media scheduling strategy where ads run in defined bursts ("flights") with gaps of no activity in between, rather than running continuously.

A structured input field or set of fields embedded on a webpage or landing page that collects information from a visitor — typically at minimum an email address, often paired with additional fields like name or company — in exchange for content, a signup, or contact.

A time-limited period during which a prospective customer can use a product, typically with full or close-to-full functionality, before being required to pay to continue.

A business model offering a free tier of a product with limited features or usage, alongside paid tiers that unlock additional functionality or higher usage limits.

A model representing the stages a prospective customer moves through on the way to a purchase — typically visualized as narrowing from a wide top (many people aware of a brand) to a narrow bottom (a smaller number who actually purchase).

A go/no-go decision is an explicit, binary determination — go, or no-go — of whether something is ready to proceed, borrowed from aerospace and operations contexts where ambiguity in a launch decision isn’t acceptable.

The large, prominent visual and messaging area at the very top of a webpage — typically the first thing a visitor sees, combining a headline, supporting copy, an image or visual, and often a primary call to action.

A go-to-market strategy where a company first sells a small, initial deal into a customer account (the "land"), then grows that account's spend over time through upsells, cross-sells, and broader adoption (the "expand").

A standalone web page designed for a specific purpose — usually to receive traffic from a particular campaign or ad and drive a single, clearly defined action, like a signup or purchase — as opposed to a general website page serving multiple purposes.

A launch hold is a status indicating a marketing campaign cannot go live until one or more specific blockers — a pricing mismatch, a broken tracking tag, a missing approval — are resolved. It’s the marketing equivalent of a failed build in software engineering: a clear, explicit signal that something isn’t ready, rather than an ambiguous "probably fine."

A launch request is a marketing change — a new campaign, a pricing update, a page revision — submitted for review before it goes live, structured the same way a pull request works in software engineering: a defined change, reviewed by the right people, before it merges into production.

A property (see above) tracking where a contact currently sits in their relationship with a business — commonly including stages like subscriber, lead, marketing qualified lead, sales qualified lead, opportunity, and customer.

An advertising audience built by a platform (such as Meta or Google) to resemble an existing audience a business provides — for example, a list of current customers — used to reach new people with similar characteristics and behaviors.

Marketing automation refers to software that executes marketing tasks — sending emails, triggering campaigns, scoring and routing leads — automatically, based on predefined rules and triggers, rather than requiring manual execution every time.

Within a marketing automation platform, a container object that groups together every asset associated with a specific initiative — emails, landing pages, forms, ads, and social posts — so performance can be reported on and analyzed as one unified effort, rather than as disconnected individual assets.

An object within a marketing platform representing a specific scheduled event — a webinar, a conference, an in-person meetup — used to track registrations, attendance, and follow-up engagement as a connected, reportable unit.

Marketing release management is the practice of discovering, checking, approving, and tracking marketing changes before they go live — applying the same discipline software engineering uses for shipping code to the process of shipping a campaign.

A marketing approach where a brand is present and active across multiple channels, but those channels may operate somewhat independently rather than being fully integrated into a single unified experience.

A marketing approach where all channels are integrated into a single, consistent customer experience — a customer can move between channels (in-store, app, website, email) and the experience feels continuous, with shared data and consistent messaging.

A pricing model that charges based on the number of individual users (seats) with access to a product, as opposed to pricing based on usage volume, feature tier alone, or a flat organizational fee.

A semi-fictional representation of an ideal customer, built from research and data, describing their goals, challenges, behaviors, and decision-making process — used to guide messaging, content, and product decisions.

A placeholder inserted into an email or webpage that's automatically replaced with a specific piece of known information about the recipient — most commonly a first name, but also company name, or other stored contact properties.

A documented, repeatable set of guidance, scripts, or steps for handling a specific, recurring situation — such as responding to a common objection, running a specific type of campaign, or onboarding a new customer segment.

An ongoing audio (or video) series produced by a brand, typically covering topics relevant to its audience, used to build awareness, trust, and thought leadership over a sustained format rather than a single piece of content.

A preflight check is an automated verification step run before a marketing campaign goes live, checking things like pricing consistency, tracking configuration, and required approvals across every system a campaign touches.

Price parity refers to pricing consistency across every channel a customer might encounter for the same product or offer — an ad, a landing page, an email, a checkout page all showing the same number.

A dedicated webpage presenting a product's pricing tiers, features, and plans, typically designed to help a prospective customer self-select the right plan and move toward a purchase decision.

Product-led growth is a go-to-market strategy where the product itself — not a sales team — drives customer acquisition, conversion, and expansion, typically through free trials, freemium tiers, or self-serve onboarding that lets a prospective customer experience real value before talking to anyone.

A form technique where returning visitors are shown different, additional questions on a form rather than being asked to re-enter information already collected — gradually building a fuller contact record across multiple interactions instead of asking for everything at once.

Advertising directed specifically at people who have already interacted with a brand — visited a website, viewed a product, abandoned a cart — rather than a new, previously unreached audience.

Rollback, applied to marketing, refers to reverting a live change — a pricing update, a page revision, a campaign launch — back to its prior known-good state as a single, deliberate action, rather than manually hunting down and undoing the change across every system it touched.

The practice of dividing a broader audience into smaller groups based on shared characteristics — demographics, behavior, purchase history — so that messaging, offers, or campaigns can be tailored to each group rather than applied uniformly to everyone.

A defined series of outreach touches — typically emails and tasks, sometimes including calls or social steps — enrolled for an individual contact and executed over a set schedule, commonly used by sales development reps for outbound prospecting.

Website or email content that automatically changes based on who's viewing it — displaying a different headline, image, or offer depending on a visitor's known contact properties, such as their industry, lifecycle stage, or past behavior.

A dynamic list of contacts that automatically updates based on defined criteria — for example, "everyone who visited the pricing page in the last 30 days" — adding and removing contacts as they meet or stop meeting those criteria, without manual maintenance.

A short, reusable block of pre-written text — a common answer, a standard email opener, a frequently used phrase — saved for quick insertion into emails or messages, rather than being retyped each time.

A fixed list of specific contacts, manually added and not automatically updated based on ongoing criteria — the list stays exactly as it was set at the time it was built, unless someone manually edits it.

A system of record is the authoritative source of truth for a specific type of data — the one place everyone agrees is correct if two systems show conflicting information.

A pre-designed, reusable structure for an email, landing page, or document, with defined layout and styling already in place, allowing new content to be dropped in without rebuilding the design from scratch each time.

Short text codes appended to the end of a URL (utm_source, utm_medium, utm_campaign, and similar fields) that identify where traffic to a webpage came from, so analytics platforms can correctly attribute visits and conversions to the right campaign.

A pricing model that charges based on actual consumption or activity within a product — such as the number of scans run, emails sent, or API calls made — rather than a fixed fee per user or a flat subscription rate.

Version control, applied to marketing, means maintaining a clear, attributed record of what a campaign, page, or piece of creative looked like at each point in time, and who made each change — the same underlying concept software engineering has relied on for decades, applied to marketing assets instead of code.

The use of video content — product demos, testimonials, explainer videos, social clips — as a core part of a marketing strategy, as distinct from text or static image-based content.

A live or pre-recorded online seminar or presentation, typically used for education, product demonstration, or thought leadership, often requiring registration and used as a lead-generation and nurturing tool.

An automated sequence of actions triggered by a defined event or condition — for example, automatically sending a welcome email when someone fills out a form, or updating a contact's lifecycle stage after a specific action.