Marketing: An Overview of Common Marketing Terms


Marketing is confusing, in part due to the many acronyms marketers are commonly exposed to. What’s a CTA? What about a CTR? And CPL? That’s not to mention other non-acronym related terms such as “evergreen content,” and “inbound marketing.”

All of these acronyms and terms can be hard to wrap your brain around — especially if, like most business operators, you don’t have a degree in marketing.

With this in mind, here is a breakdown of common marketing acronyms and terms, and what they mean.

Call-to-Action (CTA)

This a link or image that encourages people to visit a landing page you’ve created, where ideally, you can collect information such as names and contact information. Examples include “download today” or “subscribe now.”

Click Through Rate (CTR)

According to HubSpot, this is, “The percentage of your audience that advances (or clicks through) from one part of your website to the next step of your marketing campaign. As a mathematical equation, it’s the total number of clicks that your page or CTA receives divided by the number of opportunities that people had to click (ex: number of pageviews, emails sent, and so on).”

Cost-Per-Lead (CPL)

This is a breakdown of how much it costs to acquire a new lead through your marketing efforts.

Evergreen Content

Evergreen content is content that is valuable for months, if not years. Essentially, it has no expiration date (for examples, doesn’t reference a specific event) and will be valuable no matter when a customer stumbles across it.

Inbound Marketing

According to HubSpot, “Inbound marketing refers to marketing activities that draw visitors in, rather than marketers having to go out to get prospects’ attention. It’s all about earning the attention of customers, making the company easy to find online, and drawing customers to the website by producing interesting, helpful content.”

Pay-Per-Click (PPC)

This is calculated by determining the number of dollars spent to acquire a click on a website ad.


According to HubSpot, smarketing is, “A fun phrase used to refer to the practice of aligning sales and marketing efforts.”

This is by no means a comprehensive list of marketing terms, but it does provide a good baseline for your next marketing meeting.

Are there any other marketing acronyms or terms you’re confused by? Let us know!

Leave a Reply

Your email address will not be published. Required fields are marked *