Learning about customers. You can gather background information from places like Reddit, forums, and reviews. Or, you can use surveys.

Talking to people one-on-one. This can be through calls, video, or in person.

These are direct quotes or exact phrases from customers. You get them from their conversations, feedback, or reviews.

Use them to:
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1. Create marketing messages (like LinkedIn posts and blog posts).
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2. Improve products. This includes building new features, changing how people start using the product, or updating website text.

This is your central spot for all customer information that isn't numbers. It holds insights and descriptions gathered from your research and interviews. It can also be a view in your CRM if marketing and sales are playing nice.

The broad group of people who might be interested in your product or service.

Individuals (Users) who pay for your product.

Individuals who use the product. They may or may not pay for it. Most customers are a user. Not every user is a customer.

Breaking a large group of potential customers into smaller, specific groups. They share common traits. These traits can be:

1. Physical/demographic: Like age, gender, or life stage. (Example: Targeting teenagers for a new social media app.)

2. Psychological: Like interests, values, or lifestyle. (Example: Targeting eco-conscious consumers for sustainable products.)

3. Job traits: Like their industry, company size, or role. *(Example: Focusing on small business owners in the retail sector for accounting software.)

4. Location: Where they live or work. (Example: Marketing a snow removal service only to areas with heavy snowfall.)

5. Or any mix of these.

A detailed picture of your best-fit customers. It includes more than just company details. It covers their problems and what makes them buy. Often used as a synonym for Buyer Persona.

A detailed picture of your ideal customer. It's built from what you learn about people who already buy from you. Often used as a synonym for ICP.

The person in a company who approves a purchase.

Specific problems or difficulties a potential customer faces. Your product or service aims to fix these.

Looking at problems customers are trying to solve with a certain product or service. Term coined by Clayton Christensen in 2003.

This is when a new user truly sees your product's value. If they hit this point quickly, they're more likely to keep using and paying for the tool. This means they stick around longer.

Your product perfectly meets a strong market need. People really want it and are happy to pay.

What your product says about itself doesn't fit the market. The target audience doesn't understand or need its value.

What your product says about itself matches the market. The target audience understands and needs its value.

The people or businesses who most need and will get the most good out of your product/service.

A full document that spells out your marketing goals, who you're trying to reach, and the specific actions you'll take to get there over a set time.

This is your strategic plan. It shows the main marketing projects, goals, and timelines for a set period. It guides all your marketing activities.

Bringing a new product or service to market. It covers all the coordinated efforts and actions to achieve business goals.

Your product attracts customers and drives growth on its own.

New customers mainly come from your sales team directly selling.

High-quality content drives sign-ups and sales.

Growth comes directly from customer insights and actions.

This is when the company's founder is the main face, voice, and often the primary marketer. It's common in early-stage SaaS businesses.

These are the steps a potential buyer takes. It starts when they realize they have a problem. It ends when they make their final purchase decision.

A visual guide that shows every step a customer takes. This goes from first hearing about your business to becoming a loyal supporter.

This is a visual model. It shows the customer's journey:

1. From first learning about your product.

2. To becoming a paying customer.

3. And finally, to staying with you.

Marketing activities for attracting wide attention. Like blog posts, glossary pages, and social media updates.

Content to build trust and educate potential customers. Such as webinars, case studies, and introductory email series.

Content for encouraging a purchase. Like pricing pages, product demos, or comparison tables.

A visual way to show the different steps a potential customer takes. Begins from first hearing about you to finally buying. Often used by sales and marketing teams to see where things stand.

The process of listening to and addressing a potential customer's worries, doubts, or reasons for not wanting to buy.

Marketing that adapts to where the user is in their relationship with your product. From their very first click to becoming a loyal, long-term customer.

Steps to help new users understand and start using your product.

Set of automatically sent emails after a specific user action,. Like signing up.

A visual map of an automated email sequence. This map shows all the emails, choices, and actions within that sequence.

An action or event that automatically kicks off an email or an email series. Like signing up or downloading something.

When a user experiences and understands the main value of your product.

Getting users to continue paying for your product or service.

Looking at why customers stop using your product or service. Finding common reasons can help figure out how to keep them.

Shows how likely a customer is to stay with you or use more of your product. It's based on how they use it and how they interact with your support.

When people share information, opinions, or recommendations about a product, service, or brand with each other casually.

How easy and enjoyable it is for someone to use your product or website.

What your product or website looks like and how you click or tap on it.

How customers interact with your marketing materials (like emails and website) and product. This data is usually managed using different tools for marketing and product analytics.

Creating and sharing helpful, interesting stuff to attract and keep customers. Like blogs or videos.

Your main plan for why you're creating content, who it's for, and what you want it to achieve.

Schedule and outline of what content you'll create and share. It includes the topics, types of content, and where it will be published.

This helps you plan, create, and publish your content. It ensures consistency across different places.

Stays useful and interesting for a long time, so you don't have to update it often.

Slicing the same content into multiple formats to save time.

This is a digital item, like an e-book or online course. It shares information or teaches something. Often, it's given away to attract new leads or sold at a low price.

A free resource (like a PDF or checklist) used to capture emails.

Changes to your website to get visitors to do what you want them to do. Like sign up or buy something.

Tweaking headlines, copy, etc., on a webpage. The objective is increasing how many people take a desired action.

The part of your site or email that tells the user what to do next.

Trying out two different versions of something to see which one works best. Like a webpage.

Different places you connect with your audience to promote your product. Like social media, email, or paid ads.

How you plan to get your content or product in front of real people.

The part of a webpage you see right away without scrolling down. It's important for quickly grabbing attention and showing key information.

Finding the exact words people type into search engines. Helps you create content that gets found more easily.

"Findable" by search engines. Not overly technical or perfect, especially for busy founders.

How much a potential customer knows about a problem, a solution, or your product. From knowing nothing to being fully informed.

Marketing strategy encouraging individuals to pass along a marketing message. Increases the message's exposure and influence.

Predictable income your SaaS business makes month after month.

How much money a customer will bring to your business over time.

How much money you make, on average, from each user within a certain period.

How much profit you made from money you spent. Compares what you gained against what it cost.

How much it costs to get one paying user. Including expenses like ad spend, time, and tools.

How much it costs you to get one new paying customer from one marketing effort.

Percentage of new users actually 'get' and start using your product.

How much customers are using your product, brand, or content.

User percentage who stop using your product or service within a time frame. Lower rate is better.

Stopping customers from leaving or canceling your product or service.

The single, most important number. Shows how much value your product brings to customers. The main indicator of your business's growth and success.

Numbers that look impressive. Like many social media likes or website visits). They don't actually show real business growth or help you reach your main goals.

Specific limits or warning signs you set for your marketing tests. If these limits are crossed, it tells you there's a problem, and you should probably review or stop the test.

Information that can be counted or measured. Usually collected from things like surveys, website analytics, or tracking how users behave.

Information that describes qualities or characteristics. Often gathered by:    

1. Talking to customers    

2. Reading their open-ended feedback    

3. Watching how they do things

Important data stored in a reliable and easy-to-access place. This helps make sure everyone in the company is looking at the same, correct information.

Tools that help you understand who visits your website and what they do there.

Software to gather information for a complete view per customer. Makes it simpler for marketers to understand and connect with them.