Above the Fold The section of a webpage that is visible without scrolling. 

Accounts Receivables (AR) Any amount of money that is owed by customers. An Accounts Receivable Nurture can prompt customers through a series of emails/calls about paying their overdue payment. 

Action Set A series of events that occur automatically in Infusionsoft after being triggered by a link click or product purchase. 

ActiveCampaign A Customer Relationship Management (CRM) tool for email marketing, sales automation and marketing automation. This platform competes with the likes of Infusionsoft or Mailchimp. 

Acuity An online appointment scheduling platform. This platform competes with the likes of ScheduleOnce or Calendly. 

Affiliate marketing is the process of earning a commission by promoting other people's/company's products. 

API Interface through which external systems can access and update data. Is commonly referenced when integrating software with Infusionsoft. 

Automated Workflow A created series of automated actions for the steps in a business process, used to improve everyday business processes. 

Autoresponder A program that sends an automatic form response to incoming emails. 

Back End The ‘behind the scenes’ part of a website that makes it run and is typically not visible to the user interacting with the website. 

Bounce The status of an email that cannot be delivered due to a temporary or permanent issue with the recipient’s email address or the recipient's email service provider. 

Bounce Rate The percentage of visitors to a website who leave the website after only looking at one page. 

Broadcast A broadcast email or "email blast" is an email that is sent to a list of recipients at a scheduled time. 

Calendly An online appointment scheduling platform. This platform competes with the likes of ScheduleOnce or Acuity. 

Call to Action (CTA) An instruction to the reader designed to provoke an immediate response eg. ‘Book Now’ or ‘Download Now’. 

Campaign An online marketing effort to drive engagement, conversions, traffic, or revenue.

Canva A graphic design platform where resources like worksheets, lead magnets and social media tiles can be designed. 

Captcha A challenge response test that determines whether a user is human or an automated bot. Used to prevent spam or other unwanted data through online forms. 

Chatbot An application that processes the text presented to them (usually over Facebook messenger or a website popup) and responds according to a set of rules or specific commands. 

Cold Traffic/Contact Someone who is not familiar with the brand/company. 

Confirmation Email Like ‘Double Opt-in’, a confirmation email is sent to a new subscriber asking them to confirm their email address. Email Confirmation helps reduce spam and bounced emails, and ultimately provides better deliverability for the sender. 

Consult A session to seek information or advice. A business owner may use this to conduct calls with potential clients, where they can provide them with strategies or advice. 

Conversion Rate The percentage of website visitors who complete a defined website goal, such as completing an online form or downloading a brochure. 

Course A course is something a business owner may sell to their clients and will likely be available to their customers via an online portal such as WordPress (Learndash). Different types of courses include: Front Door Offers (typically $1-$30), Low Ticket Courses (typically $30-$50), High Ticket Courses (typically $500-$2000) and High Ticket Coaching/Masterminds (typically $3000-$10000) 

ClickFunnels A website and sales funnel builder. 

Cloud Storing and accessing data and programs over the Internet instead of your computer's hard drive. 

Cross-Sell Selling an add-on service is the most typical definition of cross-selling in small business. This happens when the seller convinces a customer that it can enhance the value of the offered product or service by buying another product or service. 

Cascading Style Sheets (CSS). A language used to describe how HTML is styled and presented on a web page or email. 

Customer Relationship Management (CRM) A strategy to manage a company’s interaction with their customers. A CRM system typically manages customer data and records every point of communication. You can then analyse your customers and focus on catering to their needs, customer retention and driving new customer acquisition. 

Custom Field An optional field that you create in Infusionsoft that extends the functionality of a contact record. Eg. You could create a custom field for ‘start date’ and use this field to search for all contacts who started in May. 

Domain The unique name that identifies an Internet site. 

Double Opt-In An email sent to a new subscriber asking them to confirm their email address. 

Email Confirmation helps reduce spam and bounced emails, and ultimately provides better deliverability for the sender. 

Email Marketing A form of direct marketing that uses email to promote a business’ products/services. It can help make customers aware of the latest products or offers. It can also play a pivotal role in teaching clients about your brand or keeping them engaged between purchases. 

Email List A collection of email addresses that can be used to send targeted email marketing campaigns. Lists are typically segmented by user classification, so a list of existing customers can receive one type of communication, while potential customers can receive more promotional communication. 

Engagement The term used for user interactions eg. likes, shares or comments. 

Engaged List Excludes inactive email addresses eg. those that bounce or those that don’t react to your emails. 

Face to Camera (F2C) You may see this in a production schedule under delivery style. Meaning ‘Face to Camera’ - it indicates that a presenter will be speaking directly to the camera while delivering a presentation (rather than SP - ‘slidepack’ or ‘whiteboard’). 

Favicon The small icon image that represents your website. Favicons are most often found in the address bar of the web browser. 

Front End All the parts of a website that can be seen and interacted with by visitors. 

Funnel A marketing funnel is a collection of stages that prospective customers move through with the first stage being the awareness stage. Marketing funnels are designed to push potential customers through the buyer's journey to ultimately purchase a brand's products or services. 

Gateway Allows merchants to process credit, debit and alternative payments online. Since retailers are prohibited from sending a customer’s payment information directly to a payment processor, the payment gateway acts as the go-between, ensuring customer data is encrypted and secure. 

Goal Objects on the campaign builder that signify a milestone in a campaign. When a goal eg. web form being submitted has been completed, any automation prior to the goal stops and any automation following the goal begins. 

Hashtag A phrase beginning with the symbol “#” used in social media as a way for tagging content for users to find. Adding hashtags to a post allows users to find that post when searching for that topic. This can be used for finding users looking for broad topics on social media, as well as niche, detailed topics. 

Hypertext Markup Language (HTML) is a markup language web developers use to arrange and format content on a web page. 

Hyperlink A hyperlink is an HTML code that creates a link from one webpage to another web page, characterized often by a highlighted word or image that takes you to the destined location when you click on that highlighted item. 

Infusionsoft An all in one Customer Relationship Management (CRM) tool that includes products to manage and optimize the customer lifecycle, customer relationship management, marketing automation, lead capture, and e-commerce. 

Internal Form A special web form that a user submits on behalf of a contact. For example, a business owner may have an internal form that they submit after speaking to a lead on the phone. The form creates a new contact record or updates an existing one. 

Keyword Used to find specific information in a search engine. 

Landing Page An individual web page with the specific function of collecting information from the visitor (through a call-to-action function) 

Lead A prospect/potential customer in the sales funnel who has communicated with a business with intent to purchase through a call, email, or online form fill. 

Lead Capture In most CRM systems, the term lead capture designates a process of saving lead information in order to attempt converting the lead to a paying customer. 

Lead Magnet A specific deliverable that is offered to prospects in return for contact information, typically to join an email list. 

Lead Source The first channel through which a lead visited a website. Essentially: how they first found a business. 

Learndash A premium WordPress plugin that works with most WordPress themes, used to turn a WordPress site into a learning management system. Some business owners may install and use Learndash so that their Wordpress can also be used as a portal for their clients to access their lessons and modules. 

Loom A free screencasting software available via Chrome extension or a desktop app. Looms can be used to quickly explain a process, whilst having a screen as an aid to this.

Mailchimp A marketing automation platform and an email marketing service. 

Marketing Automation The software platforms and technologies designed to effectively market on multiple channels online and automate repetitive tasks. 

Merchant Account A merchant account is a type of bank account that allows businesses to accept payments in multiple ways, typically debit or credit cards. 

Merge Field A placeholder used to insert personalized content into a marketing piece such as an email. For example, ~Contact.FirstName~ is a merge field that inserts the value stored in the First Name field of the contact record into the email. 

Moderator The moderator's job is to help the audience get their needs met. For instance, moderating social media comments involve answering questions and filtering or deleting negativity.

Module A module is a subject within a Business’ course that each contain lessons. 

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

Opt-in Email An opt-in email list is a collection of email lists with information that subscribers have willingly given to a business. This means they are aware that the business is adding them to their list and have agreed to receive mass emails, newsletters, or other forms of digital communication from them. 

Opt-out When someone chooses not to receive automated marketing emails. 

Order Form An online form where customers can input their credit card information and complete their purchase. An order form may be set up within a campaign. 

Organic Search A source of traffic to a website that comes through clicking on a non-paid search engine result. 

Plugin A software component that adds a specific feature to an existing computer program. When a program supports plug-ins, it enables customization. Eg. Learndash is a plugin for WordPress. 

Portal An online membership website that clients can access to receive their course content, such as lessons and worksheets.

Production Schedule A spreadsheet that outlines each lesson and module within a course. It will also include information such as the delivery style for filming (eg. Face to Camera - F2C), the talking points and whether or not the slidepacks/editing/filming has been completed. It allows business owners to keep track of what needs to be done for their course and see how it flows. 

Prospect a potential customer that has been qualified as fitting certain criteria. In most cases, a prospect: Fits your target market and has the means (money) to buy. 

Reach The number of people exposed to the marketing message. 

Referral Partner a business associate who recommends a particular company and its services in exchange for something of value. ... A referral program encourages the idea that partners can still benefit financially when faced with business opportunities that are not tied directly to their business' core products. 

Remarketing/Retargeting  a form of online advertising that targets people that have previously viewed and left your website without converting. Retargeting is a tool designed to help companies reach the 98% of users who don't convert right away, but have expressed interest. 

Royalty Free Content such as images that may be used without the need to pay royalties or license fees for each use. You may source royalty free images for their social media posts. 

ScheduleOnce An online appointment scheduling platform, similar to Acuity or Calendly. 

Search Engine Optimisation (SEO) the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. 

Sequence A Sequence is a scheduled series of communications and/or processes that are set in motion when a campaign goal is achieved. 

Single Opt-In An unconfirmed email address. Once the contact confirms their email address, it is considered, "Double Opt-In". 

Slug The portion of a URL that comes after the .com.au/ that denotes a specific page or post on a website. For example: example.com/blog – ‘blog’ is the slug. 

Stripe A payment processing platform. It allows you to transfer money from a customer's bank account into your business's account by way of a credit or debit card transaction. 

Sub Domain Subdomains let you put content in your URL before your domain name, such as blog or shop. For example: blog.yourwebsite.com. In this example, 'blog' is the subdomain, 'yourwebsite' is the primary domain and '.com' is the top level domain (TLD). 

Subscriptions are a recurring, automated payment option. Eg. A monthly scheduled payment. 

Tag Searchable labels applied to contact records. Tags help manage lists and can be used to start automation when a specific tag is applied.

Testimonial A positive written or recorded statement that supports the company’s credibility/level of expertise. They strengthen the business’ reputation by expressing the trust that other people have in the business and its offerings. 

Tracking Code A script, often placed in the header, footer, or thank you page of a website that passes information along to software tools for data gathering purposes. Tools like Google Analytics, utilise tracking codes so that they can track information about users who view a site. 

Typeform An online platform used to build forms and surveys. 

Upsell A product or service that a seller offers at the time of sale. It is usually a higher-end version of what the buyer is purchasing or a product or service that compliments it. The goal is to convince the buyer to spend more at the point of sale. This technique is commonly used in conjunction with cross-selling to maximize each sale. 

Unsubscribe The act of opting out of receiving automated marketing emails. 

Vector is most commonly used for creating logos, illustrations and print layouts. With a vector, no matter how large or small or how close you zoom in on the image, the lines, curves, and points remain smooth. 

Video Sales Letter (VSL) A sales letter is a marketing tool that promotes a good or service. Its objective is to persuade the reader to buy what the letter offers. To be effective, its scope must describe a particular benefit the reader will gain by making the purchase, such as a problem solved or a need fulfilled. You can build a funnel that includes a WSL (written sales letter) or VSL (video sales letter). 

Voxer A Walkie Talkie messaging app with live voice, allowing you to clearly communicate with others. 

WarmTraffic/Contact If someone is ‘warm’ they are already familiar with the business. For instance, they might already be subscribed to the business’ emails or receive their newsletters, meaning they’re likely to be more easily converted to sales than cold traffic who the business hasn’t yet built any relationship with. 

Webinar An online seminar used to train, inform, or sell to an audience of viewers who signed up to view the presentation. 

Web Hosting a type of Internet hosting service that allows individuals and organizations to make their website accessible 

WordPress A blogging and website content management system. You can also use the WordPress plugin Learndash to turn a Wordpress website into a learning management system.

Workshops are interactive programs designed to engage and educate clients. 

Written Sales Letter (WSL) A sales letter is a marketing tool that promotes a good or service. Its objective is to persuade the reader to buy what the letter offers. To be effective, its scope must describe a particular benefit the reader will gain by making the purchase, such as a problem solved or a need fulfilled. You may include WSL or VSL when building a funnel.