Glossary
Marketing Qualified Lead (MQL)
Marketing Qualified Leads (MQL) are those prospective customers that, through some action related to marketing efforts, are more likely than others to become a customer.
This can be tracked a number of ways, and is often related to users who take a specific action on a website that isn’t a full purchase, but indicates a strong interest in purchasing.
Related Terms
Glossary
Value Proposition
Your value proposition is the worth that your company or brand brings to a prospective consumer, customer or client. In order to create a strong value proposition that sells your worth well, it’s important to understand the perspective of those who will use your products or services. By framing the proposition in terms of what it will do for them, you’ll show clear value to prospective customers.
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Glossary
Style Guide
A comprehensive brand document that outlines the guidelines for presenting a company and its brand image in both digital and physical placements.
Elements of a style guide can include color scheme, acceptable logos and uses of those logos, the tone and character of marketing copy, and any taglines or rules that are specific to the brand that may supercede generic grammatical rules.
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Glossary
Audience Segmentation (i.e. Customer Segmentation)
Audience Segmentation is the process of breaking a large audience into smaller chunks, or segments. The purpose for this is to match products, services and messages with the audience that will be most receptive to it.
18-year-old men and 70-year-old women may not want the same services you offer, for example, but if they’re both in your customer base, you’d want to separate them so that you can send them information that will be relevant to them.
Some software tools and services will even boast individual segmentation levels, with audiences of one. This refers to content that is delivered to users based on their past web behavior, so that what one person sees is unique to them.
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