Glossary

Return on Investment (ROI)

Return on Investment measures the profitability of your advertising.You can measure the ROI by ad campaign and ad channel by taking total ad spend divided by total closed-won revenue. Low ROI indicates that your strategies aren’t yielding enough financial returns. This is a major KPI that showcases where the biggest inefficiencies are.

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Account Based Marketing (ABM)
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Acquisition
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Ad Auction
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Ad Copy
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Ad Extension (Google Ads)
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Ad Fatigue / Ad Saturation
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Ad Formats
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Ad Groups (Google Ads)
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Ad Impression
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Ad Platform
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Ad Rank (Google Ads)
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Ad Relevance (Google Ads)
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Ads Manager
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Advocate Marketing
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Affiliate Marketing
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Analytics Tool
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Annual Contract Value (ACV)
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Attribution
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Audience
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Audience Segmentation / Audience Targeting
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Automated Bidding Strategies (Google Ads)
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Average CPC
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Average Deal Size
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Average Order Value (AOV)
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Average Revenue Per User (ARPU)
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Average Session Duration
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Average Time On Page
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Average Visit Duration
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Awareness
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B2B Content
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B2B Marketing
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B2C Marketing
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Benchmarking
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Bid Auction (Google Ads)
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Bid Strategy Type (Google Ads)
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Blocklist / Blacklist
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Bottom Of Funnel (BOFU)
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Bottom of Funnel Conversion Rate
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Bounce Rate (BR)
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Brand Affinity
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Brand Awareness
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Brand Engagement
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Brand Positioning
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Brand Storytelling
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Brand Values
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Brand Visibility
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Business Development Representative (BDR)
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Business Goals / Business Objectives
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Business Value Proposition (BVP)
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Business-To-Business (B2B)
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Business-To-Consumer (B2C)
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Buyer Intent Data
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Buyer Persona
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Buyer's Journey
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Buying Cycle
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Buying Signal
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C-Level
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CSV Lists
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Call-To-Action (CTA)
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Carousel Ad
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Case Studies
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Champion
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Channel
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Chatbot
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Churn Rate
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Click Share
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Click-Through Rate (CTR)
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Clicks
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Client Lifecycle
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Close Plan
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Closed Won
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Cold Calling
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Company Page
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Competitive Insights
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Competitive Landscape
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Competitive Research
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Competitor Analysis
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Consideration
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Consumer Barometer
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Consumer Insights
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Content Audit
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Content Calendar
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Content Creation
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Content Curation
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Content Discovery
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Content Distribution
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Content Engagement Rate
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Content Management
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Content Management System (CMS)
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Content Marketing
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Content Optimization System (COS)
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Content ROI
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Content Reach
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Content Repurposing
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Content Strategy
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Content Syndication
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Content Targeting
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Conversion
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Conversion Objective
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Conversion Path
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Conversion Rate
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Conversion Tracking
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Cookie Tracking
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Cost / Conversion
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Cost Per Acquisition (CPA)
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Cost Per Action (CPA)
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Cost Per Click (CPC)
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Cost Per Conversion (CPC)
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Cost Per Download (CPD)
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Cost Per Engagement (CPE)
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Cost Per Mille (CPM)
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Cost Per Opportunity (CpOpp or CPO)
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Cost Per View (CPV)
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Cost per Lead (CPL)
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Cost per Qualified Lead (CpQL)
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Cost per Thousand Impressions (CPM)
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Creative Brief
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Creative Strategy
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Customer Acquisition Cost (CAC)
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Customer Churn Rate
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Customer Engagement
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Customer Experience (CX)
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Customer Journey
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Customer Lifetime Value (CLV Or CLTV)
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Customer Persona
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Customer Relationship Management (CRM)
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Customer Testimonials
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Data Management Platform (DMP)
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Decision Maker
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Deliverables
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Delivery Rate
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Demand Generation
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Demand Waterfall
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Demand-Side Platform (DSP)
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Demographics
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Direct Mail
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Direct Mail Or Message (DM)
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Direct Marketing
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Direct Traffic
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Display Ads / Display Advertising
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Display Network
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Display Partner
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Domain Authority/Domain Rating
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Double Opt-In
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Dynamic Ads
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Dynamic Content
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Dynamic Keyword Insertion (DKI)
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Earned Media
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Email Bounce Rate
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Email Click Rate
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Email Deliverability
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Email List Churn Rate
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Email Marketing
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Email Open Rate
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Employee Advocacy
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Enablement
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Engagement
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Engagement Rate
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Event Tracking
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Evergreen Content
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Exact Match (Google Ads)
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Exclusion Audience
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Executive Profile
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Executive Sponsor
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Expansion
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Expected CTR
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Expertise, Authority, Trust (E-A-T)
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Explicit Lead Scoring Metric
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Facebook Business Manager
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Facebook Carousel
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Facebook Event
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Facebook Pixel
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Firmographic Segmentation
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First Response Time
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First-Party Data
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Follower Growth Rate
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Form
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Framework
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Frequency
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Friction Points
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Funnel
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Gated Content
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General Data Protection Regulation (GDPR)
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Geo-Targeting
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Geofencing
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Go To Market
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Google Analytics 4 (GA4)
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Google Display Network (GDN)
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Google Keyword Planner
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Google Search Console
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Google Tag Manager (GTM)
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Guerrilla Marketing
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Hero Image
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Hybrid (Revenue Model)
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Ideal Customer Profile (ICP)
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Impression Share
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Impression To Conversion Rate (Imp Cvr)
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Impressions
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In-Market Audiences
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InMail / Conversation Ad
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Inactive Client
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Inbound Marketing
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Inbound Methodology
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Inbound Strategy
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Inclusion List / Whitelist
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Industry Influencers
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Industry Trend Research
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Influenced Customers
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Influencer Engagement Rate
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Informational Keyword
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Instream Pre-Rolls
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Integrated Marketing
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Integrated Marketing Communication (IMC)
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Intent Signals
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Interstitial Ad
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Inventory
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Jobs To Be Done
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Key Performance Indicator (KPI)
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Keyword
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Keyword Cannibalization
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Keyword Rankings
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Keyword Research
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Landing Page
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Landing Page Experience
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Lead
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Lead Enrichment
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Lead Flow
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Lead Generation
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Lead Nurturing
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Lead Nurturing Funnel
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Lead Response Time
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Lead Scoring
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Lead to Customer Rate
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Lead to Qualified Lead Conversion Rate %
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LifeTime Value (LTV)
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Lifecycle Stages
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LinkedIn Sales Navigator
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List Growth Rate
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Location Targeting
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Location-Based Advertising
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Long Tail Keywords
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Lookalike Audience
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Machine Learning
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Market Gaps
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Market Research
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Market Share
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Market Trends
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Marketing Automation (MA)
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Marketing Automation Workflow
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Marketing Qualified Lead (MQL)
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Marketing-360
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Maslow’s Hierarchy Of Needs
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Match Type
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Maximum Bids
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Media Brief
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Media Strategy
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Meeting Booking Software
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Meta Description Tag
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Metatag
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Metrics
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Middle of Funnel (MOFU)
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Middle of Funnel Conversion Rate
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Milestones
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Mindmap
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Mobile Ad Server
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Mobile Banner
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Mobile Marketing
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Mobile Optimization
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Monthly Recurring Revenue (MRR)
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Months to Recover CAC
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Most Aware
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Naming Convention
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Native Ads / Native Advertising
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Navigational Keyword
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Negative Keywords
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Net New
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Nurturing Prospects
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Off-Page Optimization
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Offer
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Offer Aware
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Omnichannel Marketing
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On-Boarding Client
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On-Page Optimization
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One-To-Many (ABM)
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One-To-One (ABM)
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Open Opportunity Rate
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Open Rate (OR)
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Opportunity (Opp)
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Opportunity Methodologies
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Optimization Score
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Organic Click-Through Rate
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Organic Listing
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Organic Search
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Organic Search Conversion Rate
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Organic Traffic
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Organizational Flow
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Organizational Maturity
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Outbound Links
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Outbound Marketing
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Outreach
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Owned Media
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Owned Research
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Page Authority/URL Rating
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Page Experience Signals
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PageRank
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Paid Media
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Paid Review
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Paid Search
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Paid Social
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Pain Points
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Pareto Principle
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Pay Per Click (PPC)
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Permission-Based Marketing
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Personas
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Phone-Through Rate (PTR)
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Pipe-to-Spend
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Pipeline
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Pipeline-to-Spend Ratio
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Pixel
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Placement Targeting
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Point Of Contact (POC)
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Position Zero
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Positioning
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Predictive Analysis
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Predictive Analytics
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Predictive Content
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Premium Network Buy
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Primary Data
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Problem Aware
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Product Aware
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Product-Led
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Programmatic Advertising
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Programmatic Display
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Project Brief
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Psychographics
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Qualified Lead
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Qualified Lead to Closed Won Opp Conversion Rate %
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Qualified Lead to Meetings Booked Conversion Rate %
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Qualified Lead to Opportunity Conversion Rate %
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Quality Score
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Ranking Factors
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Reach
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Real-Time Bidding
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Redirect
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Referral Traffic
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Remarketing
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Renewal Rate
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Request for Proposal (RFP)
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Responsive Web Design
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Responsive Website
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Retargeting Audience
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Retention Stage
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Return On Ad Spend (ROAS)
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Return On Marketing Investment (ROMI)
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Return on Investment (ROI)
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Revenue
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Revenue Churn (MRR churn rate)
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Revenue Operations (RevOps)
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Revenue Per Email Sent
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Rich Media
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SEO Audit
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SEO ROI
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SMART Goals
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SWOT Analysis
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Sales Accepted Lead (SAL)
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Sales Development Representative (SDR)
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Sales Enablement
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Sales Funnel
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Sales Method
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Sales Qualified Lead (SQL)
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Sales Qualified Opportunity (SQO)
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Sales-Led
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Search Engine Advertising (SEA)
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Search Engine Algorithm
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Search Engine Index
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Search Engine Marketing (SEM)
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Search Engine Optimization (SEO)
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Search Engine Results Pages (SERPs)
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Search Impression Share
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Search Intent
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Search Query
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Search lost IS (budget)
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Search lost IS (rank)
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Search top IS
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Second Price Auction
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Secondary Data
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Segmentation
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Sentiment Analysis
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Service Level Agreement (SLA)
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Service Organization Control Type 2 (SOC 2)
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Session Duration
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Share Of Wallet (SOW)
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Short-Tail Keywords
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Single Opt-In
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Site Speed
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Site Traffic
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Situation Analysis
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Small and Medium Business (SMB)
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Social Account Management Tools
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Social Account Plan
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Social Assets
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Social Channels
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Social Listening
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Social Media Traffic to Website
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Soft Bounce
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Software As A Service (SaaS)
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Solution Aware
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Source
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Source Report
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Sponsored Content
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Sponsorships
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Stakeholder
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Style Guide
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Submission Rate
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Subscribe
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T-Shaped Marketer
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Tactic
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Target Account Audience
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Target Bids
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Target Persona
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Targeting
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Technical SEO
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Technographic Segmentation
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Technographic Tools
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Text Link
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Thank-You Page
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Third-Party Data
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Thought Leadership
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Tone Of Voice
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Top of Funnel (TOFU)
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Top of Funnel Conversion Rate
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Total Order Value (TOV)
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Touchpoint
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Tracking
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Tracking Pixel
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Traditional Marketing
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Traffic
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Transactional Keyword
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Trend
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Trigger Event
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TrueView (YouTube)
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TrueView In-Stream
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TrueView Video Discovery
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URL Parameter
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UTM
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Unaware
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Unique Selling Point (USP)
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Unsubscribe Rate
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Uplift Modelling
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Upselling
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Usability Testing
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User Experience (UX)
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User Intent
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User Interface (UI)
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User Journey
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User Persona
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User-Generated Content (UGC)
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Vanity Metrics
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Video Aspect Ratio
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Video Interstitial
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Video On Demand (VOD)
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Video Thumbnail
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View-Through Conversion
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Viral Coefficient of Social Content
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Viral Content
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Voice Search
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Web Crawler
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Webhook
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Webinar
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Website Optimization
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White Hat SEO
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White Paper
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Wide Skyscraper
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WireFrame
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Word Of Mouth (WOM)
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Workflow
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YouTube Masthead
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