Inbound Marketing: glossary of terms | News of Peru … – LaRepú

What were you reading one post and you’ve found it with 7 words that you do not understand in two paragraphs? What you’ve found by putting the face of “yes, I understand” when you have something business-related on the internet but in the background you have not understood anything?

It is normal. In the world of online marketing there are a lot of terms that, if you do not explain, do not understand. Many new concepts to any person who does not work daily with them.

That is why today ttandem has collected 32 terms on Inbound Marketing and their definitions for you not to be stupid face the next time they appear on a blog or in a conversation.

32 words that you need to know about Inbound Marketing

As you can see, the terms are sorted alphabetically, to make it easier to find the that you are looking for.

Web analytics

It consists of collecting information about users and our web site, mobile app or social network, to be able to analyze the data and to be able to find strategies to improve the performance of the business. Without this analysis it is impossible to get good results in the online world.


It is a part of Inbound Marketing, is the use of computer software to perform actions of markerting online in an automated way. Many brands get a lot more efficiency and control over the processes that would be much more difficult and costly.


The autoresponders (autoresponders) are a chain of emails pre-written that is sent automatically when a user is registered in a list of Email Marketing.

These are sent out automatically each time that you choose, and to a specific list of subscribers. It is ideal to increase conversions and lead the user through the funnel of sales


A blog is a dynamic web page where, in a chronological manner, publish content (text, images, videos…), where first appears the most recent.

A corporate blog is essential for a brand to be able to carry out a good content strategy. In addition, in the eyes of Google, a blog helps a lot to improve their positioning online.

BOFU (bottom of the funnel)

It is a etapada of the funnel (sales funnel). This is the last stage where the user knows your brand and already know what you want. This acciñon has been passed by the two previous stages (TOFU and MOFU). Creating appropriate content to the users (such as case studies, product comparisons, product sheets, free trials…) will be chosen by the public

Buyer Person

Fictitious person that was created with the traits that have our target audience, that is to say it is a prototype of our ideal customer, with physical and personality characteristics.

When you create content, you’ll have to do always thinking of this person (Lucia, for example).

Buying cycle

The buying cycle of a user is divided into four phases: attention, research, decision, action.

That is to say, only to end up buying, a person need to go through these different stages. The Inbound Marketing what it does is to accompany the user throughout this cycle to reach the final: purchase.


A conversion is an action that we want our target audience to perform. It can be anything: purchase, download a PDF, subscribe to our newsletter, watch a video, call us, send us a message.

CRM (software)

A CRM (Customer Relationship Management) is a tool that allows you to manage leads and the sales process.

With a good CRM you can know at what point are your users, you can create strategies for marketing automation, design landing pages, develop relationships with customers, etc


The Call To Action (call to action) is a button or phrase that prompts the user to perform an action (whatever). That is to say, to convert. “Purchase”, “Download”, “Ask more information”, are examples of CTA.


The CTR (click through rate) is the amount of clicks a piece of content (for example, an advertisement) divided by the number of times that this ad has been displayed (i.e., impressions) and multiplied by 100 (to give percentage). For example, if your ad has 1000 impressions and 5 clicks, the CTR will be 0.5%.

Email Marketing

Strategy that uses e-mails (newsletters) as content to create a relationship with the subscribers. We could define it as the mass sending of emails to a group of people.

Currently, Email Marketing is one of the channels that higher rates of conversion.

Sales funnel (funnel marketing)

It is as it is called in the different stages of sale. It is a process divided into different stages, from which a user has contact with a brand until you become a customer.

It is called a funnel because, as we move forward in phases, the number of people is reduced.


A form is the channel with different fields (name, email, phone, address, country…) through which users leave their contact details.

Lead generation

It is the process of attracting new potential customers to your brand. It is a tactic of Inbound Marketing that leads to a user to show interest in our product or service.

It is about achieving the personal data of our target, then, to be able to follow a strategy of lead nurturing and to ensure that these leads become customers.

Inbound Marketing

It is a methodology of online marketing that combines techniques of Content Marketing SEO and Social media Marketing to attract users who are interested in our brand and convert them into customers. The purpose of Inbound Marketing is to provide content of quality to make the user come to the mark without having to go find them.

There are four basic pillars in the Inbound Marketing: attract, convert, close, delight (we tell you more about these pillars in our article on Inbound Marketing)


Stands for “Key Performance Indicator”, which are those measuring tools that yield information on the level of performance of a campaign or marketing strategy.

Landing Page

Landing page in Spanish. It is those pages where the user arrives after having clicked on a link, banner, text, or in the search results of any search engine. These pages are designed to convert visitors into leads. Contain a form and a CTA very optimized.


Is a person who has left us their contact details because you are interested in our brand, product or service. In this way, it becomes part of our database.

Lead Magnet

It is a gift that we offer to users in exchange they leave us your personal data. That is to say, a claim to convert our target on the leads.

A lead magnet can be anything: guide, tutorial, discount, free trial, course, webinar, etc

Lead Nurturing

Lead Nurturing is a technique for the automation of the Inbound Marketing that aims to convert leads and cold leads just to get) hot. That is to say, convert to users interested in our brand customers.

Lead Scoring

The Lead Scoring is the process by which we give a score to the leads that we have in our CRM to know if they are cold, warm, or hot. In this way we will be able to automate content (marketing automation) to send and guide them towards our goal: to buy.

Content Marketing

It is one of the disciplines of Online Marketing that involves the creation and distribution of quality content, valuable and relevant to attract our target audience with the objective of converting them, in the future, in future customers.

Marketing Qualified Lead

It is a user that has shown interest in repeatedly. This type of leads are located in the middle of our funnel conversion (MOFU).


It is one of the middle stage of the funnel of sales (middle of the funnel). In this stage, customers already know what problem or need they have and are looking for a solution that is effective.

Here is where you should create content for these users to find the solution they are looking for: guides, expert, free webinars, videos, tutorials.


The ROI (return of investment) is the percentage that is calculated on the basis of the investment and the benefits that can be obtained to achieve the ratio of return of investment.

That is, calculating what we have gained and what we have invested to earn it, we can know what percentage of return on investment we have achieved that.

Sales Qualified Lead

These leads are located in the stage Bottom of the Funnel (BOFU), that is to say, are already quite ready to buy. Have been progressing (thanks to the lead nurturing through the sales funnel and are the target ideal to make the purchase of our products or services.


Segmenting is the act of dividing, forming segments or portions. In the Inbound Marketing, it is necessary that segmentemos our leads (depending on the stage of the funnel they are, according to demographic characteristics, personal, physical, etc) to maximum to get more conversions.


Is the acronym of Search Engine Optimization and it is a set of techniques used to improve the organic ranking of a website. That is to say, for our website to appear in the top positions of the search results for certain keywords.

Thanks to the SEO, get traffic qualified towards our website. Once they get here, we will use other tactics in order for users to become customers.

Conversion rate

The percentage of visits that arrive to your website and end up becoming. It is calculated by dividing the number of conversions total between the number of total visits and multiplied by 100.

A/B Test

A test or A/B test is an experiment where they released two versions of the same content (website, landing page, announcement, design, email, etc) to analyze which of them works best. Once finished the experiment, we choose the version that more conversions and at a lower price has been achieved.


The first stage of the funnel of sales (top of the funnel), where customers still do not know us very well. At this stage, the leads are only identifying the problem and looking for information. Here we should create content that’s educational that will help users to identify the problem and see that our brand provides the solution.

Source: Ttandem


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