Marketing basics
Digital marketing
Marketing that reaches, persuades, or supports customers through internet-connected channels such as search, social, websites, email, ads, and apps.
Brand positioning
The strategic place a brand tries to own in the customer’s mind, usually shaped by audience, category, difference, proof, and tone.
Demand generation
Marketing work designed to create awareness, interest, trust, and buying momentum for a product, service, or category.
Inbound marketing
A marketing approach that attracts high-fit audiences through useful content, search visibility, education, and trust-building rather than only outbound promotion.
Buyer persona
A structured profile of a target buyer that captures their role, goals, pain points, motivations, objections, and decision context.
Ideal customer profile (ICP)
A description of the type of customer or company most likely to get value, buy efficiently, stay longer, and become a strong fit for the business.
Account-based marketing (ABM)
A focused go-to-market approach where marketing and sales target specific high-value accounts instead of broad audience segments.
Metrics and operations
Customer acquisition cost (CAC)
The cost of acquiring a customer, usually calculated from sales and marketing spend over a period divided by the number of new customers acquired.
Return on ad spend (ROAS)
A paid media efficiency metric that compares revenue generated from advertising against the amount spent on ads.
Conversion rate
The percentage of users who complete a desired action, such as clicking, signing up, requesting a demo, downloading a resource, or buying.
Marketing automation
Software-enabled workflows that trigger marketing actions based on rules, timing, user behavior, segments, or lifecycle stages.
Marketing operations
The people, processes, data, tools, and governance that make marketing execution measurable, repeatable, and coordinated.
Marketing tech stack
The collection of software a team uses to run marketing work, often including CRM, CMS, analytics, automation, ad platforms, AI tools, and reporting systems.
CRM
Customer relationship management software that stores customer and prospect information, tracks interactions, and supports sales, marketing, and service workflows.
CMS
A content management system used to create, manage, publish, and measure website content.
AI marketing and search
AI marketing
Using AI tools and workflows to improve marketing research, strategy, content, creative production, personalization, and measurement.
AI marketing workflow
A repeatable process that uses AI across marketing tasks such as research, planning, content, creative, distribution, and measurement.
AI marketing prompt
A structured instruction that gives an AI model the task, context, constraints, source material, and desired output for a marketing job.
AI agent
An AI system designed to complete multi-step tasks with some autonomy, often by using tools, memory, instructions, and external data.
Prompt-led workflow
A repeatable workflow where prompts help move from intent and source material into research, planning, creation, analysis, or execution.
Synthetic audience testing
Using AI-modeled audiences or simulated personas to test messages, concepts, or campaign ideas before spending real media or research budget.
GEO
Generative Engine Optimization: making a brand easier for AI answer engines to understand, trust, and cite.
AI search visibility
A measure of whether and how a brand appears in AI-generated answers, comparisons, and recommendations.
Answer engine
A search or assistant interface that synthesizes an answer instead of only returning a list of links.