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The Marketing Glossary

301 Redirect

| 301 ˌrē-də-ˈrekt |

What is a 301 redirect? A server-side 301 redirect alerts users and search engines of a webpage’s change of URL. It allows users to find the old page by automatically redirecting the user to the new and notifies web crawlers that a webpage has permanently moved to a new location. Why do I need a 301 redirect? A 301 redirect is crucial during the process ... (read definition)

Automation (Marketing Automation)

| ˌȯ-tə-ˈmā-shən |

Marketing automation refers to software that exists to help marketers automate repetitive tasks like email and social media. When paired with a strong inbound strategy, it is a powerful tool that can help nurture leads and turn them into customers. However, it should be noted that automating for the sake of automating, instead of sending highly-targeted ... (read definition)

Black Hat SEO

| ˈblak ˈhat SEO |

What is Black Hat SEO? Black Hat SEO activities are used to get a quick gain in organic search by “gaming” search engines to get fast results—with activities like keyword stuffing, doorway pages, invisible text, adding irrelevant terms for SEO value, and bulk paid link building or link exchanges. How do search engines deal with Black Hat SEO tactics?  Search ... (read definition)

Bottom of the Funnel

| ˈbä-təm əv thə ˈfə-nəl |

What is Bottom of the Funnel? Bottom of the Funnel refers to the bottom portion of the sales funnel. That is, leads who are very close to purchasing your product. The concept is important in inbound marketing because it shapes the type of content that should be delivered to your leads. A lead at the top of the funnel should be targeted differently than ... (read definition)

Content Marketing

| kən-ˈtent ˈmär-kə-tiŋ |

Content marketing is the strategic approach to creating and curating web content, whether it’s done through writing blog posts, creating ebooks, or a number of other ways. It’s purpose is to attract customers by providing content that is relevant to their lives and the problems they face. Content marketing is closely tied to inbound marketing and ... (read definition)


| kən-ˈvər-zhən |

What is a conversion? The definition of a conversion is somewhat twofold. In a general sense, a conversion happens when someone becomes a paying customer. But a conversion can also be when a user takes an action that you have deemed as valuable. That can be almost anything—filling out a form, downloading an ebook—whatever you decide is most valuable ... (read definition)

Conversion Rate

| kən-ˈvər-zhən ˈrāt |

What is my conversion rate? Your conversion rate is the percentage of site users who take a specified action (make a purchase, download an ebook, etc.). Conversion rates are calculated by dividing the number of users who converted by the total number of users.


| CPC |

What’s CPC? Cost-per-click is the amount an ad platform, like Google AdWords or Bing Ads, charges for one click on a single advertisement on their network. Generally with CPC pricing you only pay when someone clicks on your ad and not when your ad is simply viewed or served.

CRO (Conversion Rate Optimization)

| CRO (kən-ˈvər-zhən ˈrāt ˌäp-tə-mə-ˈzā-shən) |

What is CRO? Conversion rate optimization, or CRO, is the practice of optimizing a web page, landing page, digital marketing ad, contact form or call to action to generate more conversions (clicks, leads, shares or sales). Conversion rate optimization can involve copywriting, search engine optimization, design and layout of UI elements to the same ... (read definition)

Drip Campaign

| ˈdrip kam-ˈpān |

What is a drip campaign? Drip campaigns are also called many other names—like drip marketing, automated email campaigns, or marketing automation. They refer to a set of marketing emails that are sent out automatically to leads on a schedule. The idea is to “drip” your content down to your contacts, on a steady pace that keeps them engaged and ... (read definition)


| ˈē-ˌbu̇k |

What is an ebook? An ebook is an electronic version of a book that is formatted for reading on a screen, rather than printed. It can be viewed on a computer, tablet, or phone.


| ˈhəb-ˈspät |

Hubspot is a company based in Massachusetts that is known for its inbound marketing software, also called Hubspot, that helps companies attract site visitors, convert leads and close customers. The company is a leader in the inbound marketing industry and actually coined the term inbound marketing. MODassic is a Hubspot Gold Partner because Hubspot ... (read definition)

Inbound Marketing

| ˈin-ˌbau̇nd ˈmär-kə-tiŋ |

What is inbound marketing? Inbound marketing is about using marketing efforts to bring customers to you (inbound), instead of pushing your content out far and wide and fighting for the attention of consumers (outbound). It’s all about drawing customers in with specifically targeted content made for them. How do I do it? Use content marketing and the ... (read definition)

Landing Page

| ˈlan-diŋ ˈpāj |

What is a landing page? A landing page is any page on a website that a visitor can arrive at, or “land” on. But when considering the term within the context of marketing, a landing page is a page that is built distinctly from the rest of your website and designed with a specific purpose in mind, either to generate leads or to persuade the visitor ... (read definition)

Middle of the Funnel

| ˈmi-dəl əv thə ˈfə-nəl |

What is Middle of the Funnel? Middle of the Funnel refers to the middle portion of the sales funnel. Consumers who are in the middle of the funnel are aware that they have some sort of need to be solved and are looking for a solution. The concept is important in inbound marketing because it shapes the type of content that should be delivered to your ... (read definition)


| pər-ˈsō-nəs |

What is a persona? A buyer persona is a representation of a company’s ideal customer(s). Personas identify all of the characteristics of a company’s target customers—what they’re like, what they want and need, what worries them, things they are searching for, etc.—so that you have a better understanding of your customer base and how to market ... (read definition)


| ˈraŋk-ˈbrān |

What is RankBrain? RankBrain is a machine-learning artificial intelligence program that Google developed to help process search queries and results. RankBrain interprets searches to find pages that might not have the exact words that were searched for and is able to make connections between search queries. For example, RankBrain could connect a rare ... (read definition)

Sales Funnel

| ˈsālz ˈfə-nəl |

What is the sales funnel? The sales funnel is a visualization of the process that people go through to becoming a customer of your business. The sales funnel can be outlined in a simple process. Understanding your sales funnel and how a user’s needs change as they go through the sales funnel is extremely valuable. It allows you to tailor your ... (read definition)

Top of the Funnel

| ˈtäp əv thə ˈfə-nəl |

What is Top of the Funnel? Top of the Funnel refers to the top portion of the sales funnel, or where prospects enter the sales funnel. The concept is important in inbound marketing because it shapes the type of content that should be delivered to your visitors. Someone at the top of the funnel should be targeted differently than a lead at the bottom. ... (read definition)


| ˈwərk-ˈflō |

A workflow can refer to many things, but we will talk about it within the context of marketing automation and Hubspot. A workflow, executed on the basis of a starting condition, is a sequence of marketing processes that a contact goes through on their way to completion. Workflows can have many triggers that result in different, timely actions, and are ... (read definition)