What is a buyer persona? A buyer persona is a structured, narrative representation of a representative customer the business is designed to serve. It typically combines role, goals, frustrations, behaviors, decision criteria, and other relevant...
Customer lifetime value (CLV, sometimes LTV) is the total revenue or profit a business expects to earn from a single customer over the entire course of the relationship. The metric matters because it tells the business what each customer is actually...
Understanding your target audience is the foundation underneath every other marketing decision. The audience definition determines what messages will resonate, what channels will reach them, what offers will convert, and what content will be worth...
What is a marketing funnel? A marketing funnel is the visual model marketers use to describe the journey a person takes from never having heard of your business to becoming a paying customer (and ideally an advocate). The model is called a funnel...
User Personas are imaginary characters created to define a realistic group of users based on generalized characteristics. Personas come in handy when designing new features or ways of engaging with your customers because they help you empathize with...
What is marketing automation? Marketing automation is software that performs marketing activities (sending emails, scoring leads, segmenting audiences, triggering campaigns) based on rules and customer behavior rather than manual one-off effort. For...
