Top of funnel
Activity that cannot be measured, defended cheerfully as 'building awareness'.
What they actually mean
We can't attribute this.
Heard in the wild
"It's a top-of-funnel play" — the budget equivalent of a shrug.
More from Marketing
Dark social
The untraceable sharing of content via private channels, usually consisting of employees messaging each other to ask if the company's new campaign is as embarrassing as they think it is.
Our latest promotional video is getting a lot of traction on dark social, though mostly via encrypted WhatsApp chats.
Translation
People are mocking our brand in private group chats where our tracking pixels cannot find them.
To greenwash
The delicate art of redesigning a corporate logo with a soft leaf motif to divert attention from the fact that the company’s main export is non-recyclable plastic.
"If we sponsor a local beach clean-up with a catchy hashtag, we can successfully greenwash our Q4 distribution metrics."
Translation
"We bought a handful of carbon offsets from an unmonitored woodland in Devon to ease our collective guilt."
To leverage
A highly versatile verb used to avoid saying the word 'use', thereby making a mundane administrative task sound like physics.
"We need to leverage our existing brand assets to drive deeper organic engagement."
Translation
We are going to send another newsletter.