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Lead Generation

How attention turns into enquiries: the offers, pages, funnels and follow-ups that move someone from interested to in touch.

Account-Based Marketing (ABM)

Account-based marketing (ABM) is a B2B approach that treats a few high-value companies as markets of one, with campaigns tailored to each account. Marketing and sales choose the accounts together, map the people involved in each decision and work them

AIDA Model

The AIDA model describes four stages a person moves through before acting on a message: Attention, Interest, Desire and Action. Marketers use it to structure ads, landing pages, emails and posts, so each part of the copy moves the reader

Call to Action (CTA)

A call to action (CTA) is the prompt that tells people what to do next, such as a button to book a call, a link to a guide or a line asking them to save a post. Without one, even

Conversion Rate

Conversion rate is the percentage of people who take a desired action, such as buying, signing up or booking a call, out of everyone who had the chance to. If 1,000 people visit a landing page and 30 sign up,

Customer Journey

The customer journey is the full path a person takes with a brand, from first hearing of it to buying, using the product and, ideally, recommending it. Mapping it shows each touchpoint along the way, what the person needs there

Direct Response Advertising

Direct response advertising asks people to act right away, by buying, signing up, calling or downloading, and measures success by how many do. It differs from brand advertising, which builds awareness and preference over time without asking for an immediate

Landing Page

A landing page is a standalone web page built for one goal, such as signing up, booking a call or buying, often reached from an ad, email or post. It removes distractions, such as menus and extra links, so visitors

Lead Magnet

A lead magnet is something useful a brand offers for free in exchange for contact details, usually an email address. Typical examples are a checklist, guide, template, mini-course, quiz or webinar that solves one specific problem for the people the

Link in Bio

Link in bio is a call to action that sends followers to the clickable link on a profile, because links in Instagram and TikTok captions cannot be clicked. That link usually leads to a website, an offer or a page

Marketing Funnel

A marketing funnel is a model of the stages people pass through on the way to becoming customers, from first noticing a brand to buying from it. It is drawn as a funnel because fewer people remain at each stage,

Personalised Nurture Campaign

A personalised nurture campaign is a series of messages, usually by email, that guides a lead towards a buying decision at their own pace. What each person receives adapts to their interests and behaviour, keeping the brand useful and present

Retargeting

Retargeting is showing ads to people who have already interacted with a brand, such as visiting its website, watching its videos or engaging with its posts. Because these people already know the brand, retargeting ads usually convert better and cost

Social Proof

Social proof is the tendency to follow what other people do when deciding what is right, especially when unsure. In marketing, it takes the form of reviews, testimonials, client logos, case studies and mentions, which signal that others have already

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