A method of assigning values to leads based on their fit, behavior, and likelihood of becoming customers. A prioritization system that helps marketing and sales focus on the strongest opportunities.
A focused webpage designed to support a specific campaign and encourage visitors to complete one primary action. An important conversion asset that aligns message, audience, offer, and call to action.
An attribution model that gives all conversion credit to the final recorded marketing interaction before the conversion. A simple model that emphasizes the touchpoint closest to the decision. See also:
A person or organization that has shown potential interest in a company’s product or service. A prospective customer whose information or behavior creates an opportunity for follow-up. See also: Lead
The process of attracting potential customers and capturing enough information to begin a marketing or sales relationship. A system for turning audience interest into identifiable business opportunities. See also: Lead,
A useful resource or offer provided in exchange for a prospect’s contact information or another action. A common way to convert anonymous visitors into known leads. See also: Lead Generation,
The process of building a relationship with potential customers through relevant communication over time. A way to help leads progress toward a decision without forcing an immediate sale. See also:
The estimated total value a customer contributes to a business throughout the entire relationship. A long-term metric used to guide acquisition, retention, and service investment. See also: Customer Lifetime Value,
The practice of earning or acquiring links from other websites to improve authority, referral traffic, and search visibility. A long-term SEO activity centered on relevance, trust, and genuinely useful resources.
The practice of improving a business’s visibility in location-based search results. A strategy for helping nearby customers find, evaluate, and contact a local business. See also: Google Business Profile, NAP
