Marketing glossary

The bottom of the funnel (BOFU) is the final stage where leads are ready to make a purchase. Marketers focus on converting these high-intent prospects into customers.

A demo request is when a potential customer asks to see how a product or service works, usually through a live demonstration. It's a key step in turning interest into a sale.

Form field optimization involves improving the design and arrangement of fields on a web form to make it easier for users to complete, boosting conversion rates. It focuses on user experience to reduce friction.

Gated content is exclusive material, like an ebook or webinar, that users can access only after providing their contact information, typically through a form. It's a key lead generation strategy.

A landing page builder is a tool that helps you create web pages specifically designed to capture visitor information or encourage a specific action, without needing to code.

Lead conversion is when a potential customer takes a desired action, like making a purchase or signing up for a service, moving them from a prospect to a customer.

A lead form is a digital form on a website or landing page that collects contact information from potential customers, known as leads, often in exchange for valuable content.

Lead generation is the process of attracting and converting strangers into people who have shown interest in your company's products or services. It's about finding potential customers and getting them to engage with your business.

Lead nurturing involves building relationships with potential customers over time by providing valuable, relevant content. It guides them toward a purchase, keeping your brand top-of-mind.

Lead qualification is evaluating potential customers to determine their likelihood of becoming paying customers. It helps marketing and sales focus efforts on promising leads.

A marketing qualified lead (MQL) is a prospect who has shown significant engagement with your marketing efforts, indicating a higher likelihood of becoming a customer.

The middle of the funnel (MOFU) is where potential customers, aware of their problem, research solutions. They are evaluating options and comparing brands to find the best fit.

A multi-step form breaks a long form into smaller, manageable sections, making it easier for users to complete and improving lead generation.

Progressive profiling collects lead information over time through multiple interactions instead of a single long form. It helps build detailed customer profiles without overwhelming prospects.

Sales funnel stages describe the journey a potential customer takes from first learning about your business to making a purchase. It helps businesses understand and guide prospects.

A sales qualified lead (SQL) is a prospective customer who has been vetted by both marketing and sales teams and is deemed ready for direct sales engagement. They show a high likelihood of becoming a paying customer.

The top of the funnel is the initial stage of the customer journey where potential customers first become aware of your brand or product. It focuses on attracting a broad audience.

A webinar is an online seminar or presentation, often used by businesses to share information and generate new leads by collecting attendee contact details.