Glossary

Growth Glossary

Terms we use in Growth Marketing and Digital Marketing in General together with important Frequently asked questions from our community

Feedback Loops

It's about creating a streamlined process of getting customers' feedback.
As feedback it could be:
* Net Promoter Score (NPS)
* New feature votes
* Enjoying an ebook or material provided

Feedback on FAQ Items (kind of "did you find it useful"

The concept of product-led approach is to streamline collecting customer feedback and then use this feedback to optimize the user's experience or your product. A product without a feedback loop is like "flying a plane without instruments"

Questions

What is a feedback loop?

It's about creating a streamlined process of getting customers' feedback.

As feedback it could be:

* Net Promoter Score (NPS)

* New feature votes

* Enjoying an ebook or material provided

Feedback on FAQ Items (kind of "did you find it useful"

The concept of product-led approach is to streamline collecting customer feedback and then use this feedback to optimize the user's experience or your product. A product without a feedback loop is like "flying a plane without instruments"

First Interaction model

The First Interaction model attributes 100% of the conversion value to the first channel with which the customer interacted.

Questions

What is First interaction model (on attribution)?

The First Interaction model attributes 100% of the conversion value to the first channel with which the customer interacted.

When it's useful to have attribution based on FIM?

This model is appropriate if you run ads or campaigns to create initial awareness. For example, if your brand is not well known, you may place a premium on the keywords or channels that first exposed customers to the brand.

Founder-Led Marketing

Founder-Led Marketing is a strategy where the founder becomes one of the company’s most powerful marketing channels. Instead of communicating only through a corporate brand, founders share their expertise, opinions, experiences, and behind-the-scenes perspective directly with their audience. This builds trust and gives the company a human voice that competitors can’t easily replicate. In an era of AI-generated content, authentic founder voices can become a significant competitive advantage.

Questions

For Founder-Led Marketing, should I post from my personal LinkedIn or my company page?

Ideally, both—but they serve different purposes. Your company page builds the brand, while your personal profile builds human connection and trust. People often engage more naturally with people than logos, so the founder’s voice can help ideas travel further and bring attention back to the business.

Is Founder-Led Marketing only effective for startups and small companies?

No. It can work anywhere the founder’s expertise, story, or point of view adds credibility to the brand. It’s especially powerful in B2B, professional services, technology, and industries where trust plays an important role in the buying decision.

Do I need to become an influencer for Founder-Led Marketing to work?

Absolutely not. Founder-Led Marketing isn’t about posting every day or building a personal celebrity brand. It’s about sharing useful expertise, strong opinions, lessons, and experiences that only you can bring to the conversation. You don’t need millions of followers—you need the right people to trust what you have to say.

What should founders actually post about when doing Founder-Led Marketing?

Start with what you already know. Share lessons from building the company, industry observations, customer problems, mistakes, experiments, decisions, and opinions about where your market is heading. The strongest Founder-Led Marketing usually comes from real experience—not a generic content calendar.

funnel

Once you have attracted your visitors you will need to convert a Cold Audience into Buying Customers by providing them value. You need to keep in mind that all your actions and your copy have the main goal to nurture your audience and drive them down the funnel. Here is a sample FSD (Funnel Stage Definition) that could work on your website:

Questions

What is a funnel?

Funnel Stages

The stages of your funnel(s) should be defined during your growth marketing strategy. At the time that you are building your Markitecture .

Questions

What are the funnel's stages?

The stages of your funnel(s) should be defined during your growth marketing strategy. At the time that you are building your Markitecture.

What information should I capture per stage?

You need to capture the following elements for your Funnel's stages

A name by using also any of the terminologies that will help you remember the stage such as MQL, SQL, PQL Level 1, etc

Entry Trigger, meaning when users or prospects are entering this stage on your funnel? Here are some examples:

* Scrolling to the page by 50%

* Checking features/benefits page

* Viewed 5 or more pages

* Viewed the "Contact us" page more than two (2) times

Credentials, what do we know about this customer entering or exiting this stage. It's anonymous users, email-captured, etc.

TouchPoints, which are the touchpoints that are involved in this stage? Name all touchpoints that will push users to enter this stage and those touchpoints that will push users exiting this stage