A/B Testing
A method of comparing two versions of a webpage, app, or marketing material to determine which one performs better based on user behavior and statistical significance.
Related: Conversion Rate, Hypothesis Testing
Tools
Product Marketing Glossary
Your reference guide to product marketing terminology. From battle cards to win/loss analysis, find clear definitions for the terms that matter most in product marketing.
A
Acquisition
The process of obtaining new customers through marketing and sales strategies. Often measured by Customer Acquisition Cost (CAC).
Related: Customer Acquisition Cost, Lead Generation
Advocacy Program
A marketing strategy where satisfied customers are encouraged to become spokespeople for your product or brand and recommend them to other prospective customers.
Related: Net Promoter Score, Customer Marketing
Analyst Relations
A strategy where product marketers work alongside external or internal analyst teams (like Gartner or Forrester) to gain insights and influence industry perception.
Related: Thought Leadership, Market Research
Annual Recurring Revenue (ARR)
A metric showing the amount of predictable revenue that comes in each year from subscriptions, memberships, contracts, and other recurring purchases.
Related: Monthly Recurring Revenue, Churn Rate
B
Battle Card
A concise, internal sales document that provides competitive intelligence, objection handling, and key differentiators to help sales reps win deals against specific competitors.
Related: Competitive Intelligence, Sales Enablement
Benchmarking
The practice of comparing your company's performance, processes, or products against competitors or industry standards to identify gaps and opportunities.
Related: Competitive Analysis, Market Research
Beta Program
A pre-release testing phase where select customers use new features and provide feedback before general availability, validating product-market fit.
Related: Product Launch, Early Adopter
Bottom of Funnel (BoFU)
The final stage of the customer journey funnel focused on converting qualified leads into customers through demos, trials, and purchase decisions.
Related: Sales Funnel, Middle of Funnel, Top of Funnel
Brand Identity
The visible elements of a brand including design, logo, color palette, tone of voice, and messaging that distinguish it in consumers' minds.
Related: Brand Positioning, Messaging Framework
Brand Positioning
The process of defining how a brand is perceived in the minds of customers relative to its competitors, establishing a unique place in the market.
Related: Positioning, Value Proposition
Business to Business (B2B)
A business model and marketing strategy focused on selling products or services to other businesses rather than individual consumers.
Related: Business to Consumer, Enterprise Sales
Business to Consumer (B2C)
A business model and marketing strategy focused on selling products or services directly to individual end consumers.
Related: Business to Business, Consumer Psychology
Buyer Persona
A semi-fictional representation of an ideal customer based on market research and data, including demographics, goals, challenges, and buying behaviors.
Related: Ideal Customer Profile, Customer Journey
C
Case Study
A detailed account of how a customer used a product to solve a problem and achieve measurable results, used as social proof in marketing and sales.
Related: Customer Story, Social Proof
Churn Rate
A metric measuring the percentage of customers who stop using your product or cancel their subscription over a specific time period.
Related: Customer Retention, Customer Lifetime Value
Competitive Analysis
The process of identifying and evaluating competitors to understand their strengths, weaknesses, products, and market strategies.
Related: Competitive Intelligence, SWOT Analysis
Competitive Intelligence
The systematic collection and analysis of information about competitors, including their products, pricing, positioning, and go-to-market strategies.
Related: Battle Card, Win/Loss Analysis
Content Marketing
A strategic approach focused on creating and distributing valuable, relevant content to attract and retain a defined audience and drive profitable customer action.
Related: Demand Generation, Thought Leadership
Conversion Rate
The percentage of users who take a desired action, such as signing up, making a purchase, or completing a form, out of total visitors.
Related: A/B Testing, Sales Funnel
Customer Acquisition Cost (CAC)
The total cost associated with acquiring a new customer, including marketing, sales expenses, and overhead divided by number of new customers.
Related: Customer Lifetime Value, ROI
Customer Journey
The complete experience a customer has with a company, from initial awareness through purchase and ongoing relationship, often mapped to identify touchpoints.
Related: Journey Mapping, Customer Touchpoint
Customer Lifetime Value (CLV/LTV)
A metric that predicts the total revenue a business can expect from a single customer account throughout their entire relationship.
Related: Customer Acquisition Cost, Churn Rate
Customer Marketing
Marketing activities and campaigns aimed at existing customers to increase retention, upsells, cross-sells, and advocacy.
Related: Customer Retention, Advocacy Program
Customer Onboarding
The process of helping new customers get started with your product, understand its value, and achieve their first success milestone.
Related: Time-to-Value, Customer Success
Customer Retention
Strategies and tactics used to keep existing customers engaged, satisfied, and loyal to the product or brand over time.
Related: Churn Rate, Customer Lifetime Value
Customer Story
A narrative-driven piece of content highlighting a customer's experience and success with a product, often more emotional than a traditional case study.
Related: Case Study, Testimonial
D
Demand Generation
Marketing programs and tactics designed to create awareness and interest in a product, driving qualified leads into the sales funnel.
Related: Lead Generation, Content Marketing
Differentiation
The distinct features, benefits, or characteristics that set a product apart from competitors and provide unique value to customers.
Related: Positioning, Unique Selling Proposition
Discovery Call
An initial sales conversation focused on understanding a prospect's needs, pain points, goals, and buying process to qualify the opportunity.
Related: Sales Enablement, Talk Track
E
Early Adopter
Customers who embrace new products before the majority of the market, often providing valuable feedback and serving as references.
Related: Beta Program, Product-Market Fit
Enterprise Sales
The process of selling products or services to large organizations, typically involving longer sales cycles, multiple stakeholders, and higher contract values.
Related: B2B, Sales Cycle
F
Feature Set
The collection of features and functionalities that make up a product, defining its capabilities and value proposition to customers.
Related: Product Differentiation, Product Roadmap
Feature-Benefit Selling
A sales technique that connects product features to specific customer benefits, showing how capabilities solve problems or create value.
Related: Value Proposition, Sales Enablement
Funnel
A model representing the customer journey stages from awareness to purchase, typically visualized as narrowing at each stage as prospects drop off.
Related: Top of Funnel, Bottom of Funnel, Sales Funnel
G
Go-to-Market Strategy (GTM)
A comprehensive plan for launching a product or entering a market, including target audience, messaging, channels, pricing, and sales strategy.
Related: Product Launch, Market Segmentation
Growth Hacking
Innovative, low-cost marketing strategies aimed at achieving rapid growth, often using creative experimentation and data-driven tactics.
Related: Product-Led Growth, Viral Marketing
H
Hypothesis Testing
A method of testing assumptions about a product's market fit, features, or marketing strategies through controlled experiments and data analysis.
Related: A/B Testing, Market Research
I
Ideal Customer Profile (ICP)
A description of the company or account type that would benefit most from your product, including firmographic attributes like industry, size, and technology stack.
Related: Buyer Persona, Target Market
Influencer Marketing
Leveraging individuals with influence over a target audience (industry experts, social media personalities) to promote a product or service.
Related: Thought Leadership, Brand Awareness
J
Journey Mapping
Creating a visual representation of the customer's experience with a product or service, highlighting key touchpoints, pain points, and opportunities.
Related: Customer Journey, Customer Experience
K
Key Performance Indicators (KPIs)
Specific, measurable metrics used to evaluate the success of a product, campaign, or marketing initiative against defined objectives.
Related: Metrics, ROI
L
Launch Tier
A classification system (typically Tier 1, 2, 3) that determines the level of marketing investment and activities based on the strategic importance of a product release.
Related: Product Launch, Go-to-Market Strategy
Lead Generation
The process of attracting and converting prospects into potential customers through content, advertising, events, or other marketing tactics.
Related: Demand Generation, Marketing Qualified Lead
Lead Nurturing
Building relationships with potential customers by providing relevant information and guiding them through the sales funnel until they're ready to buy.
Related: Lead Generation, Marketing Automation
M
Market Landscape
A comprehensive view of all players in a market segment, including direct competitors, adjacent solutions, and emerging disruptors.
Related: Competitive Intelligence, Market Research
Market Research
The systematic gathering, analysis, and interpretation of data about a market, including customer needs, preferences, and competitor activities.
Related: Customer Research, Competitive Analysis
Market Segmentation
Dividing a broad market into smaller, distinct groups based on shared characteristics like demographics, behaviors, needs, or firmographics.
Related: Target Market, Ideal Customer Profile
Market Share
The percentage of total sales in a market captured by a particular company or product, indicating competitive position.
Related: Total Addressable Market, Competitive Analysis
Marketing Mix (4Ps)
The combination of Product, Price, Place, and Promotion used to market a product effectively and reach target customers.
Related: Go-to-Market Strategy, Pricing Strategy
Marketing Qualified Lead (MQL)
A prospect who has shown interest through marketing interactions and meets criteria indicating they're more likely to become a customer.
Related: Sales Qualified Lead, Lead Generation
Messaging Framework
A structured document defining key messages, value propositions, proof points, and tone for consistent communication across all channels.
Related: Positioning, Value Proposition
Middle of Funnel (MoFU)
The consideration stage where prospects evaluate solutions, compare options, and engage with more detailed content like case studies and demos.
Related: Sales Funnel, Top of Funnel, Bottom of Funnel
Monthly Recurring Revenue (MRR)
The predictable revenue a company expects to receive every month from subscriptions, used to track growth and forecast revenue.
Related: Annual Recurring Revenue, SaaS Metrics
N
Net Promoter Score (NPS)
A metric measuring customer loyalty by asking how likely customers are to recommend a product on a 0-10 scale, categorizing them as promoters, passives, or detractors.
Related: Customer Satisfaction, Voice of Customer
O
Objection Handling
Prepared responses and strategies for addressing common buyer concerns, doubts, or pushback during the sales process.
Related: Battle Card, Sales Enablement
Omnichannel Marketing
Providing a seamless and integrated customer experience across multiple channels, including online, mobile, social, and in-person touchpoints.
Related: Customer Journey, Marketing Mix
P
Positioning
The strategic process of defining how a product or brand occupies a distinct place in the minds of target customers relative to competitors.
Related: Value Proposition, Messaging Framework
Pricing Strategy
The method used to set product prices, considering factors like costs, competition, perceived value, and market positioning.
Related: Value-Based Pricing, Marketing Mix
Product Announcement
Official communication of new products, features, or updates through press releases, blog posts, emails, and social media to generate awareness.
Related: Product Launch, Release Notes
Product Launch
The coordinated effort to introduce a new product or feature to the market, including internal enablement, external communications, and demand generation.
Related: Go-to-Market Strategy, Launch Tier
Product Lifecycle
The stages a product goes through from development to decline: introduction, growth, maturity, and decline, each requiring different marketing strategies.
Related: Product Roadmap, Go-to-Market Strategy
Product Roadmap
A strategic plan outlining the vision, direction, priorities, and timeline of product development, shared with internal teams and stakeholders.
Related: Product Lifecycle, Feature Set
Product-Led Growth (PLG)
A business methodology where the product itself drives customer acquisition, conversion, and expansion through self-service and viral features.
Related: Growth Hacking, Freemium
Product-Market Fit
The degree to which a product satisfies strong market demand, indicated by organic growth, high retention, and enthusiastic customer feedback.
Related: Value Proposition, Customer Research
Q
Qualitative Research
Research methods like interviews and focus groups that provide insights into customer behavior, motivations, attitudes, and the "why" behind decisions.
Related: Quantitative Research, Customer Research
Quantitative Research
Research methods involving numerical data from surveys, analytics, and experiments to measure and quantify customer behavior and preferences.
Related: Qualitative Research, Market Research
R
Release Notes
Documentation communicating new features, improvements, and bug fixes to customers, typically published alongside product updates.
Related: Product Announcement, Changelog
Retention Rate
The percentage of customers who continue using a product or service over a specific period, indicating customer satisfaction and loyalty.
Related: Churn Rate, Customer Lifetime Value
Return on Investment (ROI)
A measure of the profitability of an investment or campaign, calculated as net profit divided by the cost of the investment.
Related: KPIs, Customer Acquisition Cost
S
Sales Cycle
The process and timeline from first contact with a prospect to closing the deal, varying in length based on product complexity and deal size.
Related: Sales Funnel, Enterprise Sales
Sales Deck
A presentation used by sales teams to introduce the company, explain product value, address objections, and guide prospects through the buying journey.
Related: Sales Enablement, Value Proposition
Sales Enablement
The process of providing sales teams with the content, tools, training, and information they need to effectively engage buyers and close deals.
Related: Battle Card, Sales Playbook
Sales Funnel
The journey potential customers go through from initial awareness to making a purchase, with stages like awareness, interest, decision, and action.
Related: Customer Journey, Conversion Rate
Sales Playbook
A comprehensive guide documenting sales processes, best practices, talk tracks, objection handling, and resources to standardize selling motions.
Related: Sales Enablement, Talk Track
Sales Qualified Lead (SQL)
A prospect who has been vetted by both marketing and sales, demonstrating clear intent and readiness to have a sales conversation.
Related: Marketing Qualified Lead, Lead Generation
Segmentation
The process of dividing customers or markets into groups based on shared characteristics for more targeted and effective marketing.
Related: Market Segmentation, Target Audience
Social Proof
Evidence that others have purchased, used, and valued a product, including reviews, testimonials, logos, and user counts that influence buying decisions.
Related: Testimonial, Case Study
Software as a Service (SaaS)
A software distribution model where applications are hosted in the cloud and accessed via subscription, rather than installed locally.
Related: Monthly Recurring Revenue, Annual Recurring Revenue
SWOT Analysis
A strategic planning framework identifying Strengths, Weaknesses, Opportunities, and Threats to evaluate competitive position and inform strategy.
Related: Competitive Analysis, Market Research
T
Talk Track
A scripted or semi-scripted conversation guide helping sales reps communicate value propositions and navigate discovery calls consistently.
Related: Sales Playbook, Objection Handling
Target Audience
The specific group of people a product or marketing campaign is designed to reach and appeal to, defined by demographics, behaviors, and needs.
Related: Buyer Persona, Market Segmentation
Testimonial
A quote or statement from a satisfied customer endorsing a product, used to build trust and credibility with prospects.
Related: Social Proof, Case Study
Thought Leadership
Content and activities that establish a person or company as an authority in their field by sharing unique insights, expertise, and forward-thinking perspectives.
Related: Content Marketing, Brand Positioning
Time-to-Value
A metric measuring how quickly a new customer can realize the benefits and value from a product after purchase or signup.
Related: Customer Onboarding, Product-Led Growth
Top of Funnel (ToFU)
The awareness stage of the customer journey focused on attracting prospects through educational content, brand awareness, and lead generation.
Related: Sales Funnel, Middle of Funnel, Demand Generation
Total Addressable Market (TAM)
The total revenue opportunity available if a product achieved 100% market share, used to assess market size and growth potential.
Related: Serviceable Addressable Market, Market Share
U
Unique Selling Proposition (USP)
The single most compelling reason why a product is different and better than competitors, forming the core of marketing communications.
Related: Value Proposition, Differentiation
User Experience (UX)
How a user experiences and interacts with a product, encompassing usability, accessibility, efficiency, and overall satisfaction.
Related: User Interface, Customer Journey
User Interface (UI)
The visual elements and interactive components through which a user interacts with a product, including screens, buttons, and navigation.
Related: User Experience, Product Design
V
Value Proposition
A clear statement explaining how a product solves customer problems, delivers benefits, and why customers should choose it over alternatives.
Related: Positioning, Unique Selling Proposition
Value-Based Pricing
A pricing strategy that sets prices based on the perceived value to the customer rather than cost or competitor pricing.
Related: Pricing Strategy, Value Proposition
Viral Marketing
Marketing techniques that use social networks and word-of-mouth to increase brand awareness rapidly through shareable, engaging content.
Related: Growth Hacking, Social Proof
Voice of Customer (VoC)
The process of capturing customer feedback, expectations, preferences, and pain points to improve products and customer experience.
Related: Customer Research, Net Promoter Score
W
White Paper
An authoritative report or guide that informs readers about a complex issue, presents research, and helps them understand a problem or make a decision.
Related: Content Marketing, Thought Leadership
Win/Loss Analysis
A systematic review of closed deals (won and lost) to understand factors that influenced buying decisions and improve sales and marketing strategies.
Related: Competitive Intelligence, Sales Enablement
Y
Yield Management
Strategies to maximize revenue by dynamically adjusting pricing and inventory based on demand, commonly used in industries with fixed capacity.
Related: Pricing Strategy, Revenue Optimization
Z
Zero Moment of Truth (ZMOT)
The stage in the buying cycle where customers research products online before making a purchase decision, heavily influencing their final choice.
Related: Customer Journey, Content Marketing