Answer Engine Optimisation (AEO) The practice of structuring and optimising content so AI-powered platforms are likely to surface it in answers to user queries.
Cost Per Acquisition (CPA) Cost per Acquisition (CPA)/Cost Per Action is a marketing metric that measures the average expenditure a company incurs to acquire a new client.
Content Marketing Funnel The content marketing funnel is a model used by businesses to guide clients through the various stages of the buyer's journey.
Social Media Marketing (SMM) Social media marketing (SMM) involves leveraging social media platforms such as Facebook, Instagram, and LinkedIn to create and share content, grow and engage with audiences, build relationships, and promote products or services.
Account Resolution The process of identifying and unifying fragmented contact and engagement data into a single, actionable view of a target account.
High Intent High intent is a marketing term used to describe the level of readiness or likelihood of a potential client to take a specific action, such as making a purchase or filling out a contact form.
Dark Funnel The dark funnel collates the anonymous and untraceable online behaviour of potential leads, with strategies and tactics used to track and engage with them throughout their buyer’s journey.
Trust Architecture Trust Architecture is a strategic B2B framework that systematically builds credibility across vendor content, peer validation, and independent third-party authority.
AI-First Demand Generation An approach that embeds artificial intelligence across systems to inform, personalize, and optimise demand generation for revenue impact.
Data Enrichment Data enrichment is the process of enhancing raw internal data to improve accuracy, completeness, and strategic value. Enriched data enables more effective targeting, personalization, segmentation, and analytics.
