Concepts explained from one marketer to another

Core concepts explained for sustained growth

Tools illustration

MOFU (Middle of the Funnel)

Engage and nurture leads who are considering your product or service.

Research (Qualitative & Quantitative)

Combine data types to gain comprehensive insights into market trends and consumer behaviour.


Learn to convert an interested party into an active user through effective engagement strategies.

Chrome Extensions

Utilise browser extensions to augment your online efficiency and workflow.

Guest post

Contribute content to other websites to tap into new audiences and build domain authority.

Customer Acquisition Costs (CAC)

Evaluate the expense involved in acquiring a new customer to optimise marketing spend.


Identify potential customers who have shown interest in your product or service.

Focus Blocks

Designate uninterrupted time slots for deep work to boost efficiency and output.

Fire Break

Implement strategic pauses in your workflow to reassess priorities and prevent burnout.


Implement short, time-boxed periods to complete work and review progress in agile frameworks.


Re-engage users who have shown interest in your product but have not yet converted.


Build a network of external links to enhance your site’s authority and search ranking.

Standard Operating Procedure (SOP)

Establish a set of step-by-step instructions to achieve efficiency in operations.

Affiliate Marketing

Explore leveraging partnerships to promote your offerings and boost revenue.


Outline a strategic plan that defines a path to achieving long-term goals and objectives.

Product-market fit

Achieve the ideal symbiosis where your product satisfies a strong market demand.

Lead Magnet

Offer valuable information or service to potential customers in exchange for contact information.

Sales Funnel

Visualise the process of turning leads into customers to refine sales strategies.

TOFU (Top of the Funnel)

Attract a broad audience to your brand through wide-reaching marketing strategies.

Issues Tracker

Cultivate a mindset that thrives on challenge and sees failure as a springboard for growth.


Understand the customer's journey from awareness to purchase to tailor your marketing strategy.

Aha Moment

Understand the pivotal experience that turns users into ardent advocates of your product.

Async Work

Master the art of asynchronous work to boost productivity across different time zones.

Lifetime Value (LTV)

Predict the net profit attributed to the entire future relationship with a customer.


Use this technique to clear mental clutter and gain pristine clarity of thought.

Traction (Marketing Channels)

Identify and utilise the channels that most effectively acquire customers.

Conversion Rate Optimisation (CRO)

Improve your website to boost the percentage of visitors taking desired actions.

A/B testing

Gauge the performance of two variants in your campaign to optimise user response.

Growth Hacking

Employ creative, cost-effective strategies to acquire and retain customers rapidly.

Landing Page

Optimise this crucial page to convert a higher percentage of visitors into leads or customers.


Craft compelling copy that persuades your audience to take specific actions.

Scope creep

Invest in paid advertising to secure prominent placement in search engine results.


Identify leads that are more likely to become customers based on their engagement level.

OMTM (One Metric That Matters)

Focus on the single most important metric that aligns with your growth goals.


Utilise available resources to maximise the impact and efficiency of your efforts.

Gmail Filters

Master email management by setting up filters to automatically organise your inbox.

Utilisation Rate

Measure the efficiency of resource usage to optimise operational performance.

Buffer Time

Integrate intentional breaks between tasks to enhance focus and prevent burnout.

Search Engine Optimisation (SEO)

Optimise your online content so that search engines show it as a top result.


Protect your digital assets by implementing robust security protocols and systems.

Inbound Marketing

Attract customers through relevant content and adding value at every stage in their journey.

Stakeholder Management

Strategically manage the relationship with those invested in your project’s success.

Eisenhower Matrix

Prioritise tasks by urgency and importance to maximise productivity.

Two-factor authentication

Enhance account security by requiring two forms of identification upon login.


Utilise cues to trigger specific behaviours, aiding in habit formation and customer retention.


Track the effectiveness of online marketing campaigns using UTM parameters in URLs.

Call-to-Action (CTA)

Create impactful prompts that incite your audience to move further down the funnel.

Search Engine Advertising (SEA)

Pomodoro Technique

Break work into intervals, traditionally 25 minutes in length, to improve mental agility.

User Experience (UX)

Design your product to provide a seamless and satisfying experience for users.

Content Marketing

Develop and share valuable content to attract and retain a clearly defined audience.


Discover how to enhance project management with iterative, adaptable planning and execution.


Organise your pending tasks effectively to streamline prioritisation and execution.


Visualise user behaviour on your website to optimise for better engagement and conversion.


Analyse and reduce the rate at which customers stop using your service or product.


Implement strategies to keep your current customers engaged and loyal to your brand.

BOFU (Bottom of the Funnel)

Learn to convert prospects at the final decision-making stage into customers.


Set goals that are Specific, Measurable, Achievable, Relevant, and Time-bound.


Harness the power of structured query language to manage and manipulate your databases efficiently.

Viral Marketing

Create content that is compelling enough to be shared widely, quickly escalating brand exposure.

T-shape Marketer

Develop a breadth of knowledge in various marketing disciplines and depth in one or two.

Beach Head Market

Identify and capture a focused market segment to establish a stronghold and expand.

Marketing Automation

Use software to automate your marketing activities and streamline customer interactions.