Speak the Lingo: Defining Inbound Marketing Acronyms

Melissa Furreura


January 18, 2018 (Updated: January 23, 2024)

In the world of inbound marketing, acronyms are used to not only abbreviate lengthy terms, but also to create a mnemonic system to help marketers and customers remember important aspects of everything from marketing funnels to buyer personas. While these acronyms can be a great tool if you know the lingo, having to translate or look up the information can be time-consuming and defeat the purpose of the shortcut in the first place. To help brush up your skills and learn the lingo, check out the inbound marketing acronyms listed below.


ACCD, which stands for attract, convert, close, and delight, is an inbound marketing term linked to the process of converting a buyer to a customer. This often will involve such things as emails, content, social media, and customer service strategies. These help guide the customer through their buyer’s journey, turning them from a visitor to a lead to a customer to a promoter.


AIDA refers to the steps in the buyer’s typical process, which include attention, interest, desire, and action. A marketer will create content and strategies that will help engage the customer during each part of the process. The goal is to guide them in their decision-making journey by leading them to choose your company.


CLV is a measurement value in marketing and refers to customer lifetime value. Through marketing measurement tools, a lifetime value will be determined that quantifies the total profit the company can expect to gain throughout the duration of the customer/ business relationship. This is a factor that helps marketers determine where their best target market possibly lies.


The cost per lead, or CPL, helps a marketer determine how much they need to spend for their visitors or prospective customers to turn into a qualified lead. This number will help determine marketing budgets, as well as the effectiveness of campaigns that are currently being used.


Customer relationship management, or CRM, is an integral part of targeted marketing and providing customer satisfaction. A CRM allows you to manage all the interaction your company has with a customer, as well as store their contact information and history. CRM systems are essential to customer service and interaction management.


Conversion rate optimization, or CRO, involves creating your website, content, and graphics to work together to provide the best experience for your visitors and turn them into customers. This type of optimization is most often done on landing pages, but can also be applied to any part of the marketing strategy.


Call to action, or CTA, refers to a button, text link, or image that encourages the content reader to either download information from the website or click a link. Having a call to action is an essential piece of content marketing, as it helps you direct your customers to visit other parts of your site and in turn assess more information about your company.


CTR stands for click-through rate, which helps marketers measure the amount of traffic that actually clicks on links in either emails, content posts, or landing pages. This helps determine the number of people that are actively engaging with the site and points the marketing team toward the most effective pieces of marketing.


A key performance indicator, or KPI, is a term marketers use to determine if your key business objectives are being met through your marketing campaign. These indicators can range from sales to qualified leads to overall engagement, as well as a variety of other measurable values.


ROI stands for return on investment and is one of the central principals of marketing. Your marketing dollars are spent so you will see a return on either sales, company awareness, or new customer prospects and leads. When measuring how well an inbound marketing program has performed, determining the return on investment is one of the most critical components.


Search engine optimization, or SEO, is a term used when discussing the content and social media posts that are part of an inbound marketing campaign. Optimization refers to the use of specific keywords, quality link building, and social media strategies that will help your content rank higher on search engines and, in turn, reach a broader audience.


SMART is an acronym you will often hear in the world of inbound marketing regarding the setting of marketing goals. The acronym SMART stands for specific, measurable, attainable, relevant, and timely. Each part of these goals should be described and specified how they are going to be implemented in an inbound marketing plan.


SMM is the abbreviation used for social media marketing. Social media is an important component of any inbound marketing strategy and is typically used to drive traffic and reach a much broader audience. Social media strategies are often tied to your company’s content marketing plan to ensure it is used to its fullest capacity.


UV stands for the unique visitor. For tracking purposes, you will most likely use an analytic software, such as Google Analytics, that will help provide you with information concerning the traffic that is visiting your site. While the term visitors refers to how many times someone landed on your website, unique visitor stats will tell you how many distinct individuals are visiting your website without counting return visits from the same user.


Word-of-mouth (WOM) advertising used to refer to oral communication between individuals who would talk about or refer your company. In the world of inbound marketing, the term has come to refer to online conversations and social media interactions where customers and visitors share information on your company, content or links.

While the acronyms listed above are some of the most common ones used for inbound marketing, it is crucial to stay on top of the jargon and remain in the loop by learning these and other online abbreviations and acronyms. Doing so will help turn you from a marketing novice to a marketing expert and add to your company’s success.

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Melissa Furreura

CopyPress writer

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