SaaS Marketing Glossary | Your Comprehensive Guide to Key Terms

Account-Based Marketing (ABM) – Account-Based Marketing or ABM is a marketing strategy or approach used for B2B (Business-to-Business) marketing. ABM is focused on the key accounts instead of the whole market audience. It is different from the traditional market approach. 

A/B Test – A/B Test is a marketing strategy where you differentiate and test one variation (A) with the other one (B) to see which one performs better under different situations, goals, or metrics. 

Active Users – The users actively involved and engaging in a SaaS product or service are called Active Users. 

App Store Optimization (ASO) – The process of optimizing an application (apps) so users can find it the organic way instead of the paid methods is called App Store Optimization or ASO. ASO increases organic traffic, visibility, and discoverability of the application (apps).

Average Time On Page (ATOP) – The average time users take to engage or navigate through a SaaS website or page is called Average Time On Page (ATOP). More time on a website means that your content is valuable to the users and target traffic. 

Average Revenue Per Account (ARPA) – Average Revenue Per Account or ARPA is a metric that calculates the average revenue generated by a SaaS business at a particular time.

Acquisition – Acquisition means “acquiring” or obtaining new customers in a business. More customers or users acquired means more revenue. 

Branding – Branding is a marketing method where a business makes a name for its products and services offered. The goal is to make it distinct and unique so its name and services will stand out from the rest of the brands offering similar solutions. 

Buyer Persona – A Buyer Persona is an exact replica of your target audience. They help you figure out the customer’s needs, wants, and pain points. 

Bounce Rate – Bounce Rate is the number of visitors leaving your website. More bounce rate indicates that your business is not reaching the target audience or they are not interested in it. It simply means the percentage of visitors who leave the page without interacting or navigating. They “bounce” back, leaving the site.

Content Marketing – Encouraging your business, product, or services through writing content like articles, e-books, blogs, etc, is known as Content Marketing. It is a marketing strategy used to spread awareness about your business so that it reaches the target audience.

Conversion Rate Optimization (CRO) – The process of optimizing and converting more leads (potential customers) who have shown interest in your website or products, into actual customers is known as CRO or Conversion Rate Optimization. 

Churn Rate – Churn Rate is the calculated percentage of customers leaving the business. More churn rate means more people are leaving. Lesser churn rate indicates your business is going strong.

Customer Churn – Customer Churn rate is the overall percentage of customers discontinuing using your product or services. It calculates the total users who “churn” or left your business.

CAC – CAC or Customer Acquisition Cost refers to the cost of acquiring new customers. 

Customer Lifetime Value (CLTV) – Customer Lifetime Value or CLTV is the total amount a customer has invested in your business. It includes the revenue generated from the customers, potential future purchases, and the value they bring to your firm.

Digital Advertising – Digital Advertising is a marketing strategy where businesses encourage their product or services or the business itself digitally to create awareness and increase traffic. It includes making posts and videos and sharing data related to your business or services on social media apps like Instagram, Facebook, Twitter, and LinkedIn. 

Data-Driven Marketing – Data-Driven Marketing is a marketing strategy or approach where you interpret and analyze data to make informed decisions. It means studying the customers, their purchases, and market trends so you can effectively do business and reach your target audience. 

Demand Generation – Demand Generation is a marketing strategy where you generate interest, awareness, and demand for existing products and services. Demand is generated so it will lead to the target audience effectively. 

Email Marketing – Email Marketing is a marketing strategy where marketing takes place through targeted emails. It involves sending specialized or personalized emails and texts to the already existing customers or leads (potential customers) so you can resonate with their needs and wants.

Engagement – When a customer engages or navigates through your website or SaaS business, it means engagement. Engagement is good for your business as it means the customers are showing interest in your business rather than just bouncing back. It involves filing forms, taking up emails, signing up for products or demos, etc. 

Exit Intent Pop-ups – Exit Intent Pop-ups are designed to stop you from leaving. When you are about to close the website, they come up on your screen, offering discounts, offers, and other ways you can become a customer. An example of exit pop-ups can be offering some freebies if the user decides to subscribe to your website. This will increase email marketing. 

Funnel Optimization – Funnel Optimization means improving or optimizing funnel sales so that customer experience can be improved.

Freemium – Freemium is a strategy where businesses provide a free tool or service for their customers. If the users like the free tool provided, they can upgrade and get the paid version which provides better services than the free version. 

Feedback Loops – Feedback Loops are a key to improved business. It means taking into consideration the customer’s feedback and reviews to improve your work. 

Growth Hacking – Growth Hacking means finding out the best strategy for your business so it can grow efficiently instead of using simpler methods that might work at an average rate.

Gamification – Gamification is a strategy used by businesses to make their tasks game-like so users can stay more on the website. It increases engagement, and users will enjoy their time as well.

Google Analytics – Google Analytics is a platform provided by Google that offers tools for SEO (Search Engine Optimization and marketing tools. It is a free-of-cost platform that increases ROI as well.

Hosting – Hosting means making a website or an application accessible over the Internet so it can be easily used by users online.

Hyper-Personalization – Hyper-Personalization refers to the personalization of customers, but at a more advanced level. It means providing advanced targeted recommendations to the customers according to their needs. You can achieve it by deeply understanding the customer, understanding their needs, and using advanced technologies and data.

Headline Optimization – Headline Optimization means improving or optimizing headlines to make them more attention grabbing. The role of the title or headline is to make people choose yours out of the hundreds and thousands. So it is necessary to make the title relevant and compelling.

Inbound Marketing – Inbound Marketing is a customer-centric market approach that focuses on targeting customers in an organic way instead of advertisement. It means engaging customers through social media posts, blogs, articles and videos, and other forms of content instead of SEM (Search Engine Marketing – paid marketing).

Influencer Marketing – Influencer Marketing is a type of marketing approach that includes influencers to encourage your business. The businesses collaborate with the influencers to spread awareness about their business, products, or services. In order to do this, make sure the influencer has a strong following, so the content can reach relevant and targeted audiences.

In-App Messaging – In-App Messaging means sending personalized messages to the customers that will resonate with them. It involves sending them personalized messages, recommendations, offers, and discounts through text.

Joint Ventures – Joint Ventures are like a business arrangement that includes partnerships and collaborations between two companies. It gives time for the company to focus on its own niche. It simply means combining both the company’s resources and expertise to join and work together on a cause. 

Journey Mapping – Journey Mapping means visually familiarizing with the business processes, product, services, or brand as a customer. It involves going through the user experience yourself to empathize with the customers and their pain points so you can create a better customer experience for them.  

JavaScript Tracking – JavaScript Tracking is the practice of using JavaScript to track and analyze data on a website to enhance performance, track conversion, and remarketing purposes. 

Key Performance Indicators (KPIs) – Key Performance Indicators (KPIs) measure the performance of the business by calculating revenue, customer satisfaction, conversion rates, website traffic, and sales growth. It helps businesses work efficiently. 

Keyword Research – Keywords are the particular words or phrases used by a user while searching on Search Engines. Keyword Research means identifying those keywords most relevant to the user’s search intent and using them so your business can land in the SERPs (Search Engine Result Pages) and reach organic traffic. 

Kiosk Marketing – Kiosk is a self-service booth used for marketing purposes. Kiosk marketing involves utilizing Kiosk that lets users learn about products, services, or information regarding the same. It is stored in public areas so users can interact conveniently while promoting a brand.

Landing Page – A Landing Page is a web page that persuades you to sign-up for a newsletter or email. Its main aim is to drive conversion and generate leads. It catches user attention and encourages them to take action on the web page, which will lead to increased engagement.

Lead Generation – Leads are the potential customers who could turn into loyal customers. Generating leads means converting potential customers into actual customers by implementing a marketing strategy and improving customer satisfaction.

Lifetime Value (LTV) – Lifetime Value or LTV is the total calculated revenue a customer brings in the business over the course of their relationship. It involves their average purchase value and purchase frequency.  

Multichannel Marketing – Multichannel Marketing is a marketing strategy businesses use to reach out to customers on multiple channels. It includes sending emails, posts, and reminders on different websites, social media platforms, emails, and text messages to the customers and generating customer loyalty, engagement, and increased revenue. 

Marketing Automation – Marketing Automation means delegating repetitive and simpler tasks like email generating and others to technology. 

Micro-Influencers – Micro-Influencers are influencers with around 10k-100k followers. They are smaller than macro influencers yet have dedicated and highly engaged followers. Businesses can collaborate with micro-influencers and promote their brand. 

Nurturing – Nurturing refers to building and maintaining your relationship with the leads (potential customers) so they can be your future clients. It involves personalized messages, email targeting, providing offers and discounts on their first purchase, etc. The main goal of nurturing is to establish trust so the customers can make a decision to purchase. 

Net Promoter Score (NPS) – Net Promoter Score (NPS) is a metric that measures customer experience, satisfaction, and loyalty by asking the question: “Are you going to recommend our business, product or services to others?” 

Native Advertising – Native Advertising is a form of paid advertising where it mixes together its appearance, context, and formats to look more natural or native.

Onboarding – Onboarding means welcoming new users as customers in your business. Onboarding includes making users familiar with your products or services and helping them by offering guidance and resources to navigate through the process. 

Outbound Marketing – Outbound Marketing is a traditional marketing approach or strategy where businesses will reach out to customers on a broad level. Instead of reaching a personal level like personal emails and messages (Inbound Marketing), outbound marketing involves advertising on televisions, billboards, email blasts, and radios.

Organic Search – When a user searches on a search engine, and the result comes without any form of paid advertising or promotion, it is called organic search. 

Pricing Strategy – Pricing strategy is an approach used by businesses to evaluate the price of products or services. It involves considering the price of production, customer demand, competition, marketing price, and dynamics. 

Pay-Per-Click (PPC) – Pay-Per-Click (PPC) is an advertisement pricing strategy where the advertisers pay each time their ads are clicked on and drive targeted traffic. 

Personalization – Personalization is a marketing approach where businesses use data and preferences of customers so they can provide tailored content, products, or services according to their needs. It enhances customer satisfaction and builds loyalty.

Qualitative Research – Qualitative Research means performing research analysis to interpret the user’s experience and perspectives. It involves collecting non-numerical (qualitative) data like text, video, audio, observation, and interviews to interpret the user’s thoughts and actions. 

Quantitative Analysis – Quantitative Analysis means collecting and analyzing numerical terms and values, including revenue, usage patterns, and churn rates.

Query string – A query String is a part of the Uniform Resource Locator or URL containing additional data. It begins after the question mark “?” symbol and is used to pass on data and information from web pages to the server. 

Retargeting – Retargeting, also known as remarketing, is an advertisement approach that includes reaching out to previous leads (potential customers) who have visited your site before but haven’t made a move yet, and by showing them advertisements or sending them emails and ads. 

Revenue Management – Revenue Management is a strategic approach for price, revenue, and profit optimization. It includes analyzing market trends, competition, customer preferences, and behavior.

Referral Marketing – Referral Marketing is a marketing strategy where customers will refer your business to others. It involves encouraging your existing customers to refer your business to others in return for offers, benefits, and credits. By opting for referral marketing, you can gain new customers as well as make the existing ones loyal. It creates brand awareness and loyalty.

SEO (Search Engine Optimization) – SEO or Search Engine Optimization means optimizing your SaaS business so it can land in the Search Engine Result Pages (SERPs). Optimizing your website will help your business reach organic traffic and a targeted audience, increasing visibility. 

Social Media Marketing – Social Media Marketing is a marketing strategy that uses social media platforms as a way to promote your business. It includes using platforms like Instagram, Facebook, Twitter, and LinkedIn to create awareness using posts, videos, and other forms of content. 

SaaS (Software as a Service) – Software as a Service or SaaS is a cloud computing model that provides subscription-based applications over the Internet. It can be a paid or non-paid version. An example of SaaS is Adobe.

Target Audience – Target Audience is the specific audience or customers you want your business or website to reach. 

For example, if you created an application for book readers, you will want it to reach your target audience, that is, the readers. If your product reaches non-readers, that means your business visibility will not increase, and engagement will be down. 

Thought Leadership – Establishing a powerful authority over a niche is known as Thought Leadership. A thought leader is someone who understands the business or a particular domain deeply. They are recognized and respected by their peers. 

User Testing – As the name suggests, User Testing means recruiting a group of users that represents the target audience and giving them each a sample to try out your product or services, meanwhile analyzing their behavior and collecting feedback.

User Experience (UX) – User Experience or UX is the overall user satisfaction the customer has while using a product or service. It can be the user’s interaction with the design, functions, and features of the product or service. Its main aim is to find out user satisfaction so you can improve your business and experience for the customers. 

User Interface (UI) – User Interface or UI is the graphic element of a software application that users interact with on a website. It has the whole layout, including the menus and icons of the interface. 

Upselling – Upselling is the process of encouraging users to buy the upgraded version of a product or service. The conversion from using Freemium products to the upgraded and paid version is also known as Upselling. It also includes offering complimentary or additional products to persuade customers to upsell.

Viral Marketing – Viral Marketing is a strategy where businesses aim to create a buzz by spreading information about a product, service, or their business to spread it worldwide. They rely on social media platforms to make it viral. If done correctly, viral marketing is an effective strategy.

Video Marketing – Video Marketing is a marketing strategy or approach where businesses create videos to spread information about their products or services. They use videos as a form of content to create awareness and share information. 

Value Proposition – A value proposition gives value to a product or service. It makes it different from what the other marketers are offering. 

Webinar – A Webinar is like a seminar or presentation for educational purposes, usually conducted over the Internet, where hosts and users can interact and engage with each other. They can ask questions about the product offered and clarify doubts so the users can make informed decisions. 

Website Optimization – Website Optimization means optimizing or enhancing your business website, so it can work better and provide efficient results. It involves making it the best version it can be, so the users can effectively find the information they are searching for. 

White Paper – A White Paper is a document, typically in a digital format, that presents a detailed and authoritative report or analysis on a specific topic or issue.

XML Sitemap – An XML Sitemap is a file that includes a website’s important pages so Google can crawl them and increase the chances for it to land in the SERPs (Search Engine Result Pages). 

Cross-Selling – Cross-Selling means selling additional products along with the ones already selling. It will satisfy customers’ extra needs and make your business different from the ones selling the same thing, as you will be providing more. 

eXperiment Design (XD) – eXperiment Design (XD) means testing and experimenting with user interface designs, pricing models, and onboarding processes to increase user experience and satisfaction. 

Yield Management – Yield Management is a pricing strategy that understands the needs and demands of the customers to maximize revenue and profits.

Youtube Advertising – Youtube Advertising is a marketing strategy to promote business, products, or services by posting an ad on Youtube. The advertisement can be shown before or after the Youtube video.

Yahoo Gemini – Yahoo Gemini is a platform owned by Yahoo that offers advertising formats, including native and video ads, that allow businesses to reach their target audience quickly.

Zero-Touch Sales – Zero-Touch Sales is a sales process that requires minimum to zero interaction while making a purchase. The customers can pay and self-checkout without having to interact with any employers. An example of Zero-Touch Sales is online shopping, where customers analyze and pay themselves with the resources given. 

Zoom Meetings – Zoom Meeting is a popular web conferencing application where businesses and users can hold a meeting to interact or inform. It allows you to chat, interact, video and audio call, as well as share screens so you can understand each other better. It can take place in any region or location as long as you have a good internet connection. 

ZoHo CRM – ZoHo CRM is a cloud computing Customer Relationship Management (CRM) software application that helps businesses manage and track their customer interaction, sales activities, and campaigns. Offered by ZoHo Corporation, it provides tools for email marketing, analytics, and lead management, enhancing customer engagement.