Whether you belong to the marketing industry or not, inbound marketing has become a commonplace for all business holders. We can see that inbound marketing has quickly gained popularity, and clearly, it is here to stay. Inbound marketing is a technique of attracting customers to your product/service through relevant content and interaction.

Inbound marketing is not just one thing; it is an integration of lots of things like content marketing, social media marketing, search engine optimization, and many more. So, it consists of a great deal of different terms, which can be a bit confusing at times. In this post, I’ve put together and defined some of the common inbound marketing terms that you as an inbound marketer must know.

Bottom of the Funnel

Bottom of the funnel is the last or the purchase stage of the inbound marketing funnel, where you can convert qualified leads into guaranteed customers through content. Your leads have identified a problem, have searched around for possible solutions, and are very close to make the purchase. Your content should have a definite offer that also tells your leads why they need to buy.

Buyer Persona

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. – Hubspot.com

Customer demographics, goals, motivations, and behavior patterns are some of the details you need to develop a buyer persona. It helps marketers like you to rightly define your target audience as well as the sales reps to qualify leads.

Buyer’s Journey

A buyer goes through a process, from getting aware about the product to purchasing it. This process is known as the buyer’s journey in the world of inbound marketing. Awareness stage, consideration stage, and decision stage are the three stages of a buyer’s journey.


A call-to-action is any kind of web link that entices the visitors to take some action, i.e. basically clicking on the link to visit a landing page and become a lead. An enticing CTA for a valuable offer is crucial for the visitor-to-lead conversion for your business.

Closed-Loop Marketing

Planning, executing, and tracking your marketing efforts for the growth of your business is closed-loop marketing. Your sales team closes the loop by reporting you about the progress of the leads that they received, which helps you as a marketer understand what lead sources are the best and worst.


Many successful inbound marketers have said that - If content is king, then context is queen. Delivering valuable and contextually relevant content is the key. As an inbound marketer, you must make sure that you provide the right information to the right audience at the right time.

Inbound Link

Inbound links are the links on the pages of other websites that direct customers and search engines to your website. Websites that receive more inbound links may rank higher in search engines.


Infographic or information graphic is highly popular among digital marketers. It is a visual representation of complex information, data or statistics in a simple way for a quick and clear understanding.


A keyword is a word or a phrase that describes the contents of a particular web page. These are actually the topics that pages get indexed for by search engines.

Long-tail keywords consist of 3-5 words. They are easier to rank, less competitive, thus more profitable to target.

Landing page

A landing page is a web page containing a form meant for converting visitors into leads. Landing pages are all about providing relevant content through enticing offers to your target audience.

Knowing the pain points of your buyer personas, crafting attention grabbing CTAs, and inducing trust with the help of an impressive introduction, take your conversion rates to a completely other level.

Lead Nurturing

Lead nurturing is the practice of developing relationships with buyers through a series of communication at every stage of the sales funnel, and through every step of the buyer's journey. To nurture means to help grow or care for something or someone. So, lead nurturing includes listening to the needs of potential customers and providing information to solve their problem.

Lifecycle Stages

A contact may be a lead or just a subscriber, a marketing qualified lead or already a customer. Your interactions with your contacts must always change based on the stage they are in. Lifecycle stages help you coordinate with your contacts according to the stage they are at in your sales cycle.

Lifetime Value (LTV)

In inbound marketing, lifetime value is a prediction of the total revenue that you’ll have with a client for the entire length of your relationship. Being a prediction, LCV is not a metric.

Middle of the Funnel

Middle of the funnel or MOFU is the stage that a lead enters after identifying the problem. They know what their problem exactly is. Next they’re going to conduct a thorough research to settle on an ideal solution to their problem. This is where your content that provides a solution to their problem, like case studies or product brochures, comes into the game. The marketing team and the sales team both work together in this stage.

Pay-per-Click (PPC)

PPC is the amount of money you spend to get one digital advertisement of your business that has been placed on a website, clicked. For search engines, you can direct traffic to your website by having your PPC ads displayed on top the SERPs (Search Engine Result Pages) if keywords that people search for match the keywords that you submit to the search engine.

Qualified Lead

A qualified lead is a prospect that has expressed interest in your product and passed a set of lead qualification parameters in order to progress further down the inbound funnel. This means you’ve already started tracking the progress of this lead.

Search Engine Optimization (SEO)

Search Engine Optimization is basically a practice of making sure your site is structured in a way that the search engines understand. By optimizing on-site and off-site parameters, website design and keywords, you improve the quantity and quality of traffic to your website through organic search engine results.


Sales + Marketing = Smarketing

From its name itself you must have guessed that 'smarketing' is the practice of integrating the sales and marketing campaigns. Coordinated communication between the both makes the overall process efficient.

SMART goals

Ideally, goals in inbound marketing should be SMART - Specific, Measurable, Attainable, Relevant and Timely.

Top of the Funnel

Top of the funnel (TOFU) is the first stage of the inbound marketing funnel. Leads in this stage have not yet identified their problem or are in the process to do so. Here, you need to give away relevant content to the leads which will help them identify their problem and then you can move them towards the next step by providing the hint of a solution as well.

Hope this helped you understand some of the important terms in inbound marketing. Do you think we missed out on some terms that could make it to this list? Please let us know in the comments section below. Check out the future of inbound marketing, and you're ready for some serious inbound campaigns! :)

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