The Ultimate Guide to Lead Generation Jargon (2024 Update)

The business is set up – your offers are defined and produced. You have a plan for scaling, your website is SEO’d to the nines, and you’re content marketing up a storm… what’s next? Every marketer will tell you: it’s time for lead generation!

Courtney and I LOVE lead generation projects. We flourish in the spaces where logistics meets creativity and this is definitely one of those. I think if we could just build lead gens all the time, we would be super stoked. So if you’re here looking for a team to build (or manage) your lead project, click here to schedule a call.

If you’re starting on your own lead generation creation journey, this article will help lay out some important information. I know from experience that lead gen can feel like it has its own language (and it changes all the time!) so I created a glossary with 47 terms and their uses in your campaign. With the common synonyms I added, you’ll find more than 50 lead gen terms defined!

Why Lead Generation is Important

Before we jump into the glossary, I want to spend 30 seconds on why lead generation for a business is important.

  • It creates potential customers
  • It activates new customers
  • It retains current customers

And how does any business survive? CUSTOMERS!

Can I just do Lead Gen then?

This is a common question we get, so I wanted to cover this too. “Why set up my whole website, focus on organic social media posts, blogs, emails, SEO etc, for you to tell me that all I need is a lead gen?”

Because all of that content and SEO work brings you the people that turn into leads.

The lead generation you’re creating right now is what sparks people to take action with you.

And then they’re on your email list, getting your content, seeing your posts ← and that keeps you top of mind. In 2024, people don’t make impulse buys. They need to see your work a few times when they need it. A great lead generation campaign is how you ensure that.

47 Lead Generation Definitions

I put this in alphabetical order because I couldn’t think of a better way to do it.

1 – Activate (or Activation or Customer Activation) 

This is very commonly used in marketing, I’ve even already used this term above! It’s the moment when your potential customer sees your value. When you’ve inspired them – and it’s the first step!  

2 – Affiliate (or Affiliate Marketing)

An affiliate is someone that earns a commission for helping you sell your product or service. Affiliate marketing is a great way to be seen by other audiences, and can generate leads for you by sending them to your website or your lead gen offer.

3 – AI (or Artificial Intelligence)

You’ll also hear this referred to as ChatGPT pretty frequently – or some folks will say the name of the specific platform they’re using.

A lot of people are using AI to generate all their content right now. We don’t recommend putting out AI generated content without a very deep voice and content accuracy edit.

4 – Automation

Automation is a marketers best friend. This can be done for a whole slew of internal tasks but in this case, an action taken by a customer triggers a step in the lead generation journey. It could be something like an automation email campaign or even a LinkedIn connection request.

5 – The Brand Ecosystem

In Holistic Marketing, the brand ecosystem is the entire community that contributes to your brand. This includes you, your employees, investors, customers, partnerships, suppliers, influencers, affiliates, leads, visitors, and (arguably) their communities. Since lead generation campaigns are often influenced/seen by the whole brand ecosystem, it’s important to take this into consideration.

6 – Brand Recognition

How familiar your brand name is to your audience. A lead generation campaign that offers value to your audience drastically increases your brand recognition with those people.

7 – Buyer Intent

Buyer intent is how ready your potential customers are to make a purchase with a business. At the very least, a great lead generation campaign captures them when they aren’t 100% ready to purchase but are interested in a business’ offer. In some cases, a great lead gen can push an interested party into the purchase decision (think coupon code).

10 – Buzz 

The excited gossip around your brand and your concept. “Creating buzz” is fantastic for a prelaunch, for example, where your campaign could be a waiting list with the promise that they’ll be the first to know when your offer is ready to try/buy.

11 – Call to Action (or CTA)

It’s more common to see/hear a marketer say CTA. It always means Call to Action, it is the specific action you ask your lead to take. Understanding your goals and the journey you want your customer to take is how you come up with the best CTAs.

12 – Chatbot

You know that little message in the corner – PING! “how can I help you today” – that’s from a chatbot. These are super commonplace now for FAQs, but they’re rarely used just for lead generation.

13 – Competitive Advantage

A point of differentiation that creates a barrier for your competition. Use your competitive advantage during your lead generation campaign to ensure that your visitors will sign up for your freebie.

14 – Conversion Rate

The percentage of visitors that end up successfully completing the action that you’ve asked them to do. This is calculated by – conversions/visitors. Every business and optin is different, but we shoot for around 25% opt in for our landing pages, and around 5% for the average website popup.

15 – Customer Journey (or Concept Map)

The process a customer goes through on the way to making a purchase. In our lead generation campaigns, we map this process out completely so that we can find the best ways for people to enter and work through your funnel. This offers important information about what needs to be optimized and what the important CTAs are.

16 – Customer Retention (or Audience Retention)

Customer retention is how long a customer or audience member stays engaged with a business. While new customers are important, our lead generation and content marketing are typically geared towards increasing customer retention.

17 – Data

Surprise! I’m including data in your jargon list! This by itself could be broken down into its own glossary (maybe one day) but data is important to keep top of mind because it’s the only way to know if your lead generation campaign is working.

18 – Dynamic Content

Dynamic content is part of personalization and it’s content that changes based on your users. This is like: emails that have order confirmations or a ‘because you liked’ section of a website.

19 – Elevator Pitch

The expression comes from a pitch that is short enough to inspire people in an elevator ride. We also think about it as your first impression for business. In the case of lead generation, this is the hero area of your landing page or the tiny amount of space you have in your pop up.

20 – Email Marketing

When it comes to lead generation, emails are usually referring to the automated email flow that are triggered by your visitors optin to get your freebie. These are important because you want to introduce people to your brand. Here’s a guide to making these automated emails.

21 – Evergreen Content

Evergreen content is a piece of content that can be used over and over again, and your best friend in lead generation. It lets you “set it and forget it” and will help you to bring in consistent revenue without more work on your part. In your funnel process, you will create a system that will allow people to sign up to your email list that will lead to their first purchase without continued work on your part.

22 – Freebie (or Opt-in)

This is the free offer you create to give away in exchange for a visitor’s information. It’s commonly a branded e-book, quiz, free samples, a mini-course, coupon code, etc.

23 – Funnel

The trackable segments of a lead generation process that allows you to gather, qualify, and close a lead. “Funnel” is a buzzword, but it’s the journey you drive people through – from awareness of your brand to purchase of your product or service.

24 – Hot Button (or Pain Point)

These are emotional triggers that cause people to make choices. It can be effective to poke a problem and then soothe it with your offer. It can also be overdone, as seen in ‘bro marketing,’ and can leave people feeling bad. We caution playing too hard with these.

25 – Influencer (or Micro-Inflencer)

A person that has the power to sway the people that follow him/her to take specified action. A micro-influencer has a small, but mighty following. Partnering with an influencer in your niche is a great way to drive traffic and generate leads. This is related to, but different from, affiliate marketing because an influencer doesn’t necessarily have a monetary or commissions based relationship with you. 

26 – Integrations (or Plugins)

Integrations are the tools and tech you need to make sure that your lead generation is seamless for your potential clients. Eg. Your website should integrate with your emails. This will make your processes much smoother.

27 – Intent

Intent is the vibe of 2024. While ‘keywords’ are still super important, search engines and social media algorithms are definitely migrating towards content intent for information sharing. Because that’s what the people want! Make sure that your intention is CLEAR for your lead generation.

28 – Lead

The visitor or subscriber that is moving through your sales funnel.

29 – Lead Generation

The process of capturing your audience’s interest in a product or service to create a pipeline for the business offer.

30 – Lead Magnet (or Opt-in)

See Freebie. A Lead Magnet doesn’t necessarily need to be ‘free’ which is why I’m including it separately. You could sell something for very cheap to garner interest, for instance. This works well for people with high ticket items or long sales pipelines. 

31 – Monetization

This is often talked about on channels like Youtube. “How can you use the content you create to make money?” In this case, we think about it for lead generation so that we can make sure to build something that can be monetized down the road. 

32 – Omnichannel

This refers to all the various places a potential customer can see your business. It could be in-person, on your website, various social media spaces, emails, apps, in a physical mailbox, on a billboard, etc. For lead generation, it’s important to have consistency throughout all the channels. 

33 – Optimization

The process of making data-backed, incremental adjustments to your communications to improve the conversion rate in your lead generation campaign. We look at data and optimize on a monthly basis with our ongoing client relationships. We recommend this frequency.

34 – Pay-Per Click (PPC)

Marketing for your lead generation campaign that makes you pay each time your lead generation campaign is clicked. This could be an ad on social media or search engines for example. We recommend optimizing before putting money behind an ad.

35 – Personalization

Personalization uses data that your audience volunteered to speak directly to them. For example, using their name in an email subject line or giving them recommendations based on something they purchased.

36 – Problem Statement

A description of a problem, the main benefit of solving it, and the cost of not solving it. Landing pages typically have some version of problem statements before presenting the offer/lead generation as the solution.

37 – Qualified Lead (Warm/Hot Lead)

This is a person that has already indicated that they’re interested in a product/service from you. A great lead generation campaign creates qualified leads for a business.

38 – Retargeting

Retargeting is a way to reach out to people who have shown interest or that have been on a website. It creates another touchpoint, and can be a successful PPC technique.  It’s like when you look at a cute pair of shoes on a website and then get ads for those shoes for 3 months afterwards.

39 – Social Proof

“The psychological reaction of people following the actions of each other when they feel uncertain.’ (Robert Cialdini in “Influence”) This is why reviews are so powerful to help people make choices. Adding reviews to your landing page is a great way to show people that you’re the real deal!

40 – Strategy for Lead Generation

Please don’t start creating a lead generation campaign until you put a strategy in place. This includes your goal, the customer journey, the logistics, tech stack, integrations, and marketing plan.

41 – Touchpoint

Any singular interaction that a person has with a brand. A landing page is a touchpoint, how they got to your landing page is another, the email you send, or the ad they see because they signed up – all touchpoints. It takes 7 on average for someone to make a purchase.

42 – Trigger

An event that stimulates another event. The most common trigger for lead generation that an email sign up on a landing page triggers an email automation. 

43 – Upsell

Upselling is a marketing technique that involves selling upgrades or additional products to folks throughout their purchasing journey. It’s part of a lead generation campaign because eventually there’s got to be some selling involved.

44 – URL (or Link or Slug)

The domain name your brand owns and where people can find you online. The URL/link is the whole thing, while the ‘slug’ is the editable part of the URL. We recommend changing your slug to be easy to remember or navigate to. 

45 – User-centered Design 

Designing your website and landing pages to be easy and make sense to the user. This doesn’t mean simple for you – this often means a myriad of integrations to make it feel seamless.

46 – User Experience

User Experience is ensuring that the whole look and feel of your product or page is simple to understand, pleasant, and seamless for your potential customers. Even a mediocre user experience can stop a lead from continuing on through your funnel.

47 – UTM

This is a tracking code at the end of a link that allows a software to see where a lead came from. On a link, it’s anything that follows a “?” ← now you know why copy/pasted links from places like Amazon or Google Image Search are so ugly.

(A Marketer’s love language is removing the UTMs at the ends of link before sending them).

Ready to Build Your Lead Generation Campaign?

I’ll leave you here to use the glossary and the little tidbits of advice woven into this article to your liking. I’m proud to say that over our tenure we’ve created dozens of lead generation campaigns and every single one has been different and exciting.
If this is your first one, click here to schedule a call with one of the Dandelion Founders. Let’s talk about how we can work together to get your funnel working for you.

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