Segmentation is all about understanding exactly who you're trying to communicate with and where that person is in their buyer’s journey.

In other words, when we say who that person is, we’re referring to their buyer persona. A buyer persona is a semi-fictional representation of an ideal client based on research and educated speculation.

Product/market fit is often abbreviated as PMF. Product/market fit is the degree to which you’ve filled in the blanks on what your company is all about that allows your company to scale strong demand.

A SMART goal is specific, measurable, attainable, relevant, and time-bound.

Specific - Everyone wants more traffic to their website. Everyone wants more leads. Everyone wants more clients or customers and more revenue. But “more” just isn't going to cut it. 

Lead generation is how you take website visitors and convert them into leads. These are leads that your marketing and sales team are excited about because they help to drive bottom-of-the-funnel sales -- like accelerating leads into sales opportunities and sales opportunities into new clients -- that provide you with scalable, predictable revenue growth.

If you think about a sales funnel, traffic generation is the first layer or the top layer that ultimately gets us to scalable, predictable revenue growth.

Big picture -- traffic generation needs to happen before we do lead generation, lead generation needs to happen before we generate sales opportunities, and sales opportunity generation needs to happen before we end up with new client acquisition.

I think of offline events as the cousin of online events. In much the same way you would think of online events -- with webinars, webcasts, Facebook Live, and YouTube Live -- offline events are the brick-and-mortar offline version of those that are non-virtualized.

Online events are what most people would categorize as webinars, GoToWebinar, WebEx, Zoom, webcasts, web briefings, Facebook Live, YouTube Live, Google Hangout. The basic idea is that you're getting a group of people together for the common purpose of experiencing the content in a live virtual format.

Social media monitoring is listening for conversations that are going on in social media. It’s looking for opportunities to be able to add value to those conversations and interact with people that are asking questions and talking about things that are relevant to your business.

What exactly is content creation? Who is content creation for? How do we do content creation? Why should we care about creating content?

Today people are doing tons of research on search engines and social media to try to solve their problems before they're willing to talk to a human being. Yes, people use search engines, social media, and apps on mobile devices as a substitute for human contact if you haven't picked up on that yet!

A buyer persona is a semi-fictional representation of one of your ideal clients based on actual research and some educated speculation. The “actual” part of the research is one of the things that gets people tripped up.