SaaS Marketing Glossary



A/B Testing

A method of comparing two versions of a webpage or other marketing asset to see which one performs better.

ABM (Account-Based Marketing)

A strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

Activation Rate

The percentage of users taking a specific action that indicates they’re getting value from a product.

Ad Retargeting

Online advertising that helps brands to reach people who have previously visited their website.

Affiliate Marketing

An advertising model in which a company pays third-party publishers to generate traffic or leads to the company’s products and services.

Agile Marketing

A tactical marketing approach in which marketing teams collectively identify and focus their collective efforts on high value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve the results over time.

ARPU (Average Revenue Per User)

The amount of money that each user or customer brings to your business over a given period.

ARR (Annual Recurring Revenue)

A key metric used in SaaS businesses. This is the expected revenue that could come from current paying customers every year.

Attribution Modeling

A system used by marketers that assigns credit to the various marketing initiatives that have contributed to a sale or conversion.


Behavioral Marketing

Marketing strategy that involves the collection and analysis of customer data in order to create targeted marketing campaigns.

Behavioral Segmentation

A type of market segmentation based on differences in the consumption behavior of different groups of consumers, taking into account their lifestyles, spending habits, and purchase behavior.

Bounce Rate

The percentage of visitors to a particular website who navigate away from the site after viewing only one page.

Brand Awareness

The extent to which customers are able to recall or recognise a brand.

Brand Equity

The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.

Burn Rate

The rate at which a company is spending money, especially venture capital, before it starts generating profits.


CAC (Customer Acquisition Cost)

The total cost of acquiring a new customer, including all aspects of marketing and sales.

Channel Marketing

A strategy that involves targeting your product or service at specific marketing channels (or customer segments) rather than trying to reach a wide audience.

Chat Marketing

Engaging with customers through messaging apps, using either staff members or automation (bots).


An artificial intelligence software that can simulate a conversation (or a chat) with a user in natural language through messaging applications, websites, mobile apps or through the telephone.

Churn Rate

The percentage of customers who cancel their subscription within a certain time period.

Click-Through Rate (CTR)

The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.

Closed-Loop Marketing

A marketing strategy based on using customer data and feedback to form predictions about future customer behavior and improve sales.

Cloud Computing

The delivery of computing services—including servers, storage, databases, networking, software, analytics, and intelligence—over the Internet (“the cloud”) to offer faster innovation, flexible resources, and economies of scale.

Cloud Migration

The process of moving digital business operations into the cloud.

CLV (Customer Lifetime Value)

The total worth of a customer to a business over the entirety of their relationship.


A marketing practice where two companies collaborate on promotional efforts for a co-branded offer.

Cohort Analysis

A subset of behavioral analytics that takes the data from a given data set (e.g. an eCommerce platform, web application, or online game) and rather than looking at all users as one unit, it breaks them into related groups for analysis.

Cold Calling

The solicitation of potential customers who were not expecting such an interaction. This is a technique often used in telemarketing.

Competitive Analysis

Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service.

Content Management System (CMS)

A software application that is used to create, manage and publish digital content, for internal and/or external purposes. eg: Internal CMS, website.

Content Marketing

A marketing method that in which you can drive interest to your SaaS product by creating contents that is relevant to your target group and distribute them in different channels where your TG might hang out.

Content Optimization

The process of making your website’s pages more attractive to search engines and users.

Content Strategy

Content strategy is a strategic plan that focuses on creating diverse content types that resonate with your target audience. Its purpose is to design engaging content that captures their interest and encourages desired interactions.

Contextual Advertising

A form of targeted advertising where the advertisements are selected and served by automated systems based on the content displayed by the user.

Conversion Funnel

The journey a consumer takes through an internet advertising or search system, navigating an ecommerce website and finally converting to a sale.

Conversion Optimization (or Conversion Rate Optimization – CRO)

The process of optimizing your site to increase the likelihood that visitors will complete a specific action.

Conversion Path

The process by which an anonymous website visitor becomes a known lead.

Conversion Rate

The percentage of visitors who complete a desired action.


A small piece of data stored on the user’s computer by the web browser while browsing a website.

Cost Per Acquisition (CPA)

An online advertising pricing model where the advertiser pays for a specified acquisition such as a sale, click, or form submit.

CRM (Customer Relationship Management)

A technology for managing all your company’s relationships and interactions with customers and potential customers.

CRO (Conversion Rate Optimization)

The systematic process of increasing the percentage of website visitors who complete a desired action.


Selling an additional product or service to an existing customer.

CSAT (Customer Satisfaction Score)

A simple metric used to gauge how happy customers are with your product or service.

CTA (Call to Action)

A statement designed to get an immediate response from the person reading or hearing it.

CTR (Click-Through Rate)

The percentage of people who click on your ad after seeing it. It’s a key metric for digital marketing campaigns.

Customer Advocacy

The action of representing the interests of the customer in an effort to nurture long-term brand loyalty.

Customer Insight

The understanding and interpretation of customer data, behaviors, and feedback aimed at driving growth, increasing customer satisfaction, and improving overall performance.

Customer Journey Map

A visual representation of every experience your customers have with you.

Customer Onboarding

The process of getting new users to a point where they can understand, start using and get value from a product or service.

Customer Retention

The activities and actions companies take to reduce the number of customer defections.

Customer Segmentation

The process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately.

Customer Service Software

Tools that help create a more efficient customer support experience.

Customer Success

A business strategy to ensure customers achieve their desired outcomes while using your product or service.


Data Aggregation

The process of gathering and summarizing information in a standardized way from different sources, often used in reporting or analysis.

Data Cleansing

The process of detecting and correcting (or removing) corrupt or inaccurate records from a record set, table, or database.

Data Lake

A centralized repository that allows you to store all your structured and unstructured data at any scale.

Data Migration

The process of transferring data from one system to another, typically used when implementing or upgrading a system.

Data Mining

The process of discovering patterns in large data sets involving methods at the intersection of machine learning, statistics, and database systems.

Data Scrubbing

The process of identifying and correcting or removing corrupt or inaccurate records from a record set or database.

Data Security

The process of protecting digital data, such as those in a database, from destructive forces and from the unwanted actions of unauthorized users.

Data Visualization

The graphical representation of information and data, often used in analytics to help people understand the significance of data by placing it in a visual context.

Data-Driven Marketing

The strategy of using customer information for optimal and targeted media buying and creative messaging.

Demand Generation

The marketing strategy that is aimed to create awareness and drive interest to your SaaS products through various methods.

Drip Campaign

A method used in direct marketing to acquire customers through lead nurture programs. It involves sending marketing information to prospects repeatedly over longer periods of time.


Earned Media

Publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising.

Email Marketing

The use of email to promote products or services while developing relationships with potential customers or clients.

Engagement Marketing

The use of strategic, resourceful content to engage people, and create meaningful interactions over time.

Engagement Rate

A metric that measures the level of engagement or interaction users have with your content, often used in analyzing the effectiveness of social media campaigns.

Ephemeral Content

Content that is available only for a short duration and disappears afterwards. Instagram and Snapchat Stories are perfect examples of this type of content.

Evergreen Content

SEO content that is continually relevant and stays “fresh” for readers over a long period of time – as the name implies.

Exit Intent

A type of technology used to capture website visitors who are navigating away or “exiting” a website or webpage.

Exit Rate

The percentage of users who leave a website after viewing a page, used as an indication of the page’s relevance or performance.



A pricing strategy where a product or service (typically a digital offering such as software, media, games or web services) is provided free of charge, but a premium is charged for additional features or services.


A metaphor for the journey potential customers go through to become customers. This includes several stages like awareness, interest, consideration, and decision.



The application of game-design elements and game principles in non-game contexts to improve user engagement, learning, and problem solving.

Gated Content

Online material, like white papers, articles, and videos, that requires users to fill out a form before they can access it.


A method of determining the geolocation of a website visitor and delivering different content to that visitor based on their location.

Go-to-Market Strategy

An action plan that specifies how a company will reach target customers and achieve a competitive advantage.

Growth Hacking

A marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure.

Growth Marketing

A marketing approach that focuses on growth, specifically in terms of acquiring new customers.

Growth Rate

The rate at which a company is increasing its revenue on a monthly, quarterly, or annual basis.


Headless CMS

A content management system with a backend-only focus, it makes content accessible via a RESTful API for display on any device.

Heat Map

A data visualization tool that shows levels of activity on a web page in different colors.

Horizontal SaaS

Software as a service (SaaS) system designed to be used across different types of industries or departments.

Hybrid Cloud

A cloud computing environment that uses a mix of on-premises, private cloud, and third-party, public cloud services with orchestration between these platforms.


The use of real-time data and artificial intelligence (AI) to deliver more relevant content, product, and service information to each user.


In-app Messaging

Communication directly with users while they are actively using an application.

Inbound Marketing

A business methodology that attracts customers by creating valuable content and experiences tailored to them.

Influencer Marketing

A form of social media marketing involving endorsements and product placements from influencers, people and organizations who have a supposed expert level of knowledge or social influence in their field.

Innovation Management

The process of managing an organization’s innovation procedure, starting at the initial stage of ideation, to its final stage of successful implementation.

Intent Data

Information collected about web users’ observed behavior, specifically web content consumption, that provides insight into their interests and from which inferences can be made on purchase intent.


Keyword Stuffing

A search engine optimization (SEO) technique, considered webspam or spamdexing, in which keywords are loaded into a web page’s meta tags, visible content, or backlink anchor text in an attempt to gain an unfair rank advantage in search engines.

KPI (Key Performance Indicator)

A measurable value that demonstrates how effectively a company is achieving key business objectives.


Landing Page

A standalone web page, created specifically for a marketing or advertising campaign, where a visitor “lands” after clicking a link in an email or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Lead Generation

The process of attracting and converting strangers into people who have indicated interest in your company’s product or service.

Lead Nurturing

The process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey.

Lean Marketing

A systematic process for gaining valuable customer feedback and market knowledge with minimal effort and cost.

Lifetime Value (LTV)

A prediction of the net profit attributed to the entire future relationship with a customer.


The process of adapting a product or content to a specific locale or market.

Lookalike Audience

A way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.

Low-Code/No-Code Development

A software development approach that requires little to no coding in order to build applications and processes.


Machine Learning

An application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed.

Market Penetration

The extent to which a product or service is recognized and bought by customers in a particular market.

Marketing Attribution

The process of determining the marketing activities that lead to desired outcomes, such as conversions or purchases.

Marketing Automation

The use of software and web-based services to execute, manage and automate marketing tasks and processes.

Marketing Qualified Lead (MQL)

A lead judged more likely to become a customer compared to other leads based on lead intelligence, often informed by closed-loop analytics.

Marketing Stack

The collection of marketing technology tools and software a company uses to carry out its marketing activities.

MarTech (Marketing Technology)

The blending of marketing strategies with technology with the goal of streamlining processes and improving business outcomes.

MAU/DAU (Monthly Active Users/Daily Active Users)

The number of unique users who engage with a product within a given time frame, typically calculated monthly or daily.


A type of software architecture where large applications are made up of small, self-contained units working together.


A small website or single webpage with its own URL that is designed to supplement a primary website. Often used for specific campaigns or targeted audiences.

Mobile First

A design strategy that says websites and applications should be designed for mobile devices first and desktop second.

Mobile Optimization

The process of adjusting your website content to ensure that visitors that access the site from mobile devices have an experience customized to their device.

MRR (Monthly Recurring Revenue)

This is a measure of the predictable and recurring revenue components of your subscription business.


An architecture in which a single instance of a software application serves multiple customers, referred to as “tenants”.

Multivariate Testing

A technique for testing a hypothesis in which multiple variables are modified to determine the best possible combination.


Native Advertising

A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

NPS (Net Promoter Score)

A measure of customer loyalty to a company. It’s calculated based on responses to a single question: How likely is it that you would recommend our company/product/service to a friend or colleague?


Omnichannel Marketing

A marketing strategy that seeks to provide a seamless customer experience, regardless of channel or device.


The process of getting new users acquainted with a product.

Outbound Marketing

A traditional method of marketing seeking to obstruct potential customers. Outbound marketing includes activities such as trade shows, seminar series, and cold calling.

Owned Media

Any web property that you can control and is unique to your brand, like your website, blog, or social media profiles.


Paid Media

External marketing efforts that involve a paid placement, such as pay-per-click (PPC) advertising, branded content, and display ads.


The use of technology and customer information to tailor digital interactions between a company and its customers.

PPC (Pay-Per-Click)

An internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.

Predictive Analytics

The use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.

Pricing Strategy

The method companies use to price their products or services. It’s one of the most important aspects of marketing, as it helps to determine the company’s profit and survival.

Product Adoption

The process by which customers hear about a product, become interested in it, try it, and finally become a regular user or purchaser.

Product Demo

A demonstration of how a product works, what it does, and how it solves a user’s problem.

Product Differentiation

A marketing process that showcases the differences between products. Differentiation looks to make a product more attractive by contrasting its unique qualities with other competing products.

Product Market Fit

The degree to which a product satisfies strong market demand.

Product Qualified Lead (PQL)

A lead who has experienced value with your product, typically through a free trial or freemium model, and is likely to become a paying customer.

Programmatic Advertising

The use of automated technology for buying and selling of digital advertising.

Push Notification

Messages that pop up on a user’s mobile device. They can be sent at any time and users don’t have to be in the app or using their devices to receive them.


Re-engagement Campaign

A marketing strategy to re-spark interest in inactive or less active users with the goal of getting them to take a desired action.

Real-Time Marketing

Marketing strategy focused on current, relevant trends and immediate feedback from customers.

Referral Marketing

A method of promoting products or services to new customers through referrals, usually word of mouth.


A technique to connect with people who previously interacted with your website or mobile app.

Responsive Design

A web design approach that makes web pages render well on a variety of devices and window or screen sizes.

Retention Marketing

A strategy that focuses on your existing customer base and aims to increase customer loyalty, engagement, and repeat purchases.

Return on Investment (ROI)

A measure used to evaluate the efficiency or profitability of an investment. ROI tries to directly measure the amount of return on a particular investment, relative to the investment’s cost.

ROAS (Return on Advertising Spend)

A marketing metric that measures the efficacy of a digital advertising campaign.


SaaS (Software as a Service)

A software licensing and delivery model in which software is provided on a subscription basis and is centrally hosted.

SaaS Metrics

Specific measurements used to track and analyze the performance of a Software as a Service business.

SaaS Reseller

A type of partnership where a business purchases a Software as a Service (SaaS) product, and then sells that product to its customers.

SaaS Sales Cycle

The process that involves a series of stages from the first contact with a customer to the final closing of a deal in the SaaS industry.

Sales Automation

The use of software to automate sales activities and processes, reduce manual data entry and streamline sales tasks.

Sales Enablement

A strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training, and coaching services for salespeople and front-line sales managers along the entire customer’s buying journey.

Sales Funnel

The buying process that companies lead customers through when purchasing products. A sales funnel is divided into several steps, which differ depending on the particular sales model.

Sales Intelligence

The use of software, applications, and other digital tools to help sales teams find, monitor, and understand data that provides insights into prospects’ and existing clients’ daily business.

Sales Pipeline

A visual representation of the sales process, divided into stages. It’s designed to help sales reps and teams manage the often complex processes necessary to close deals.

Sales Prospecting

The process of searching for potential business or clients in order to develop new business opportunities.

Sales Qualified Lead (SQL)

A prospective customer that has been researched and vetted by the sales team and deemed ready for the next stage in the sales process.


A framework within which people can address complex adaptive problems, while productively and creatively delivering products of the highest possible value.


The process of dividing a broad target market into subsets of consumers who have common needs and priorities.

SEM (Search Engine Marketing) 

A form of internet marketing that involves promoting websites by increasing their visibility in search engine results pages, primarily through paid advertising.

SEO (Search Engine Optimization)

The practice of optimizing a website so that it ranks higher in search engine results pages.

SEO Audit

A process for evaluating the search engine friendliness of a website in a number of areas.

SLA (Service Level Agreement)

A contract or commitment between a service provider and a client that sets out the terms and level of services provided.


The alignment between your sales and marketing teams created through frequent and direct communication.

Social Listening

The process of monitoring digital conversations to understand what customers are saying about a brand and industry online.

Social Media Marketing

The use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.

Social Proof

The concept that people will follow the actions of the masses, driven by the assumption that the behavior of the majority reflects the correct behavior.

Social Selling

The process of developing relationships as part of the sales process, primarily through social networks.

Software Lifecycle

The phases a software product goes through from when it is first conceived, through its development and marketing, and eventually its retirement or replacement.

SWOT Analysis

A strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning.


Target Audience

A particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.

Thought Leadership

The practice of sharing ideas and expertise to establish yourself or your brand as an authority in your field.


The amount of time a visitor spends on a specific webpage before moving onto another page on the same website.


UI (User Interface)

Everything designed into a device with which a user may interact – includes things like display screens, keyboards, a mouse, the appearance of a desktop, illuminated characters, and help messages.

Upsell Ratio

A metric that calculates the number of upsells (selling of more expensive versions or add-ons of a product) against the total number of transactions.


Convincing existing customers to purchase a higher-priced item or upgrade their current product or plan.

Use Case

A description of a system’s behavior as it responds to a request that originates from outside of that system.

User Onboarding

The process of improving a person’s success with a product or service. This term is often used in the context of products or services that are offered online.

User-Generated Content (UGC)

Content—blogs, videos, photos, quotes, etc.—that is created by users of an online platform, often made available via social media.


Value Proposition

An innovation, service, or feature intended to make a company or product attractive to customers.

Vertical SaaS

A software as a service (SaaS) serving niche industries, and geared toward specific sector. s

Viral Coefficient

A metric that determines the number of new users each existing user is bringing into the product.

Viral Marketing

A business strategy that uses existing social networks to promote a product.

Virtual Reality (VR)

A simulated experience that can be similar to or completely different from the real world.

Voice Search Optimization

The process of optimizing your website content to make it more visible for voice search results.


Web Analytics

The measurement, collection, analysis, and reporting of web data for purposes of understanding and optimizing web usage.


An online seminar or presentation that is conducted live over the Internet to an audience.

White Paper

An authoritative report or guide that informs readers concisely about a complex issue and presents the issuing body’s philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision.

White-Label Software

Software produced by one company that other companies rebrand to make it appear as if they made it.