Glossary

Advertising Agency: An entity that handles a company's advertising needs, relieving it of the work of brand recognition and often participating in affiliate marketing on the client's behalf.
Affiliate Marketing: A model where a business or individual drives traffic to a company and is paid for each sale or lead generated by their marketing efforts.
Affiliate Tracking: Monitoring each affiliate's performance through unique landing pages, web forms, or links, so there is no guesswork about which affiliates are worth keeping.
Call Centers: Operations that make and receive calls to work leads, routing inbound calls to representatives and managing the resulting leads in a web-based CRM.
Call Routing: Directing inbound calls to your representatives, call centers, or lead buyers using filters, schedules, and lead criteria.
Call Tracking: Assigning distinct phone numbers to different ads or listings so you know which ones convert, with the option to record calls for additional metrics.
Co-Registration: Letting more than one company benefit from a collected lead by capturing the consumer's interest in additional offers on the same form.
Contextual Advertising: Advertising that is automatically matched to the content of the page a consumer is viewing, so ads appear alongside relevant material.
CPA Offers: Cost Per Action offers, where the advertiser pays only when a desired action occurs, such as a web form submission, a double opt-in, or a sale.
CPC Offers: Cost (or Pay) Per Click offers, an advertising model where the advertiser pays for each click on an ad that brings a prospect to their website.
CPL Offers: Cost Per Lead offers, where an advertiser pays an affiliate for each lead generated by their offer rather than paying for traffic.
Customer Relationship Management: Software for managing customers and leads, with fields, forms, and verticals customizable to the data that matters to your staff.
Data Leads: Leads generated, bought, or sold as data records and managed through web forms and a web-based admin portal.
Display Advertising: The use of banner ads, video ads, and other rich media ads to advertise online, chiefly through display networks such as Google's.
Email List Management: Maximizing the value of an email list through import and export, proper subscribe and unsubscribe options, bounce management, and suppression lists.
Email Service Provider: A company that provides personal or mass email services to other companies or individuals.
Host and Post: Delivering leads in real time by posting qualified leads directly into a client's CRM, custom API, or email inbox.
Lead Aggregation: Collecting leads from multiple lead generators and reselling them to a network of lead buyers.
Lead Brokers: Companies that buy and sell leads, tracking vendor leads and delivering them to client systems through methods like host and post, ping/post, and ping trees.
Lead Buyers: The companies that purchase leads, each receiving only the leads that match their verticals, filters, and preferred delivery method.
Lead Capture: Collecting leads through landing pages, web forms embedded on your own website, or dedicated phone numbers you drive traffic to.
Lead Commerce: The business of buying and selling leads as a commodity, spanning lead generation, verification, distribution, and billing.
Lead Distribution: Getting a captured or purchased lead into the buyer's hands in real time, delivered to your own CRM or straight to a client's system.
Lead Generation: Acquiring new customer interest online through channels such as email marketing, display ads, social marketing, SEO, SEM, PPC, and call centers, with the lead typically captured via a web form.
Lead Management: Managing your lead vendors and lead buyers from a centralized, web-based management portal.
Lead Nurturing: Keeping in contact with leads that are not yet ready to convert, typically through scheduled follow-up touches, until they are sales-ready.
Lead Routing: Automatically sending each lead to the right destination using easy-to-configure filters, schedules, and price points.
Lead Scoring: Ranking leads by their expected quality or likelihood to convert so that the best leads get priority handling.
Lead Selling: Selling your leads through avenues such as host and post, ping post or ping tree, email, and FTP.
Lead Tracking: Following a lead from its source through to the lead buyer, including with embedded tracking pixels, so you know which sources convert.
Lead Vendors: Suppliers who post leads into the system via import, web forms, or HTTP Post and can have lead buyers compete for their leads.
Lead Verification: Verifying lead data in real time, before you pay for or resell a lead, so fraudulent or low-quality leads are caught at the door.
Lead Verticals: Industry categories for leads, such as payday, education, or insurance, each carrying its own field definitions, lead buyers, and lead sellers.
Mobile Leads: Leads captured from mobile users through mobile-friendly web forms or text-to-lead phone numbers.
Ping Post: A distribution model where selected fields of a lead are first pinged to prospective buyers to determine interest before the full lead is posted.
Ping Tree: A cascading version of ping/post that offers each lead to the top price tier of buyers first, moving to the next tier only if every buyer passes.
Search Engine Marketing: Internet marketing focused on increasing a website's visibility in the search engines through SEO and paid advertising.
Search Engine Optimization: Optimizing a website on and off the page with the goal of increasing its natural, organic search rankings.
SMS Leads: Leads that provide an opt-in mobile phone number that can be used to send the lead SMS messages.
Social Media Marketing: Promoting a product or service and generating leads through social networks and the content shared on them.
Voice Leads: Leads generated as live phone calls by advertising dedicated local or toll-free numbers, then routed to your call center or lead buyers.

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