Marketing channels and assets a brand controls directly, such as its website, email list, blog, and applications. A durable foundation for publishing content and building direct audience relationships.
A long-term plan for reaching a target audience, creating value, differentiating the brand, and achieving business objectives. The guiding logic that connects customer insight, positioning, channels, and measurement.
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.
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.
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.
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.
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.
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.
The process by which a search engine stores and organizes webpages so they can be considered for search results. A page generally needs to be discovered and indexed before it
