Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
B2B influencer collaboration
B2B influencer collaboration involves partnering with industry experts, analysts, or thought leaders to expand reach and credibility.
Brand awareness
Brand awareness reflects how well a target audience recognises and understands a brand, including its value, purpose, and position in the market.
Brand equity
Brand equity represents the perceived value, reputation, and trust a brand holds in the market.
Brand guidelines
Brand guidelines are the official documentation of a company’s visual and verbal identity, ensuring consistency and professionalism in all...
Brand positioning
Brand positioning defines how a company is perceived in relation to its competitors and what unique value it offers to its target audience.
Brand recall
Brand recall measures how easily an audience can remember a brand without being prompted. It reflects how strongly it's associated with its solution...
Campaign identity
Campaign identity is the creative and strategic foundation of a marketing campaign, shaping its visual style, tone, and narrative.
Customer experience
Customer experience refers to the overall perception a prospect or client forms of a business, from initial awareness to long-term partnership.
Customer loyalty
Customer loyalty describes the strength of a client’s relationship with a brand. It shows how well a business consistently meets expectations and...
Earned channel
Earned channels are external touchpoints where attention is gained organically, such as press coverage, social shares, referrals, reviews, and...
Testimonial
A testimonial is a short, credible endorsement from a customer that highlights their experience with a product, service, or partnership.