Glossary

A KPI, or Key Performance Indicator, is a measurable value that shows how effectively a business, team, campaign, or strategy is achieving a specific goal.

Landing Pages are focused web pages designed to drive a specific action or conversion through clear messaging and calls to action.

Layout is the arrangement of text, images, spacing, and design elements within a page, screen, or visual asset to create structure and guide attention.

Leading is the vertical space between lines of text, used in typography to improve readability, rhythm, and visual balance.

Leverage is the use of borrowed capital, assets, resources, or strategic advantages to increase potential returns, growth, or business impact.

Liabilities are the debts, obligations, or financial responsibilities a business owes to others, such as loans, accounts payable, wages, taxes, or lease payments.

A Figma library is a shared collection of reusable design assets, components, styles, and variables that teams can use across design files and projects.

Lifecycle Marketing is the strategy of delivering stage-specific messaging and experiences across the customer journey to drive long-term growth.

Liquidity refers to how quickly a business can access cash or convert assets into cash to cover expenses, obligations, and investment needs.

Margin is the percentage of revenue a business keeps after subtracting costs, showing how profitable a product, service, or company is.

Market Differentiation is the strategic positioning of a brand through meaningful distinctions that set it apart from competitors and drive preference in the marketplace.

Marketing is the strategic process of understanding customer needs and promoting products, services, or brands to drive awareness, demand, and business growth.

Marketing Campaign is a time-bound, multi-channel initiative designed to achieve a specific marketing objective and drive measurable action.

Marketing Funnel is a model that maps the stages prospects move through from awareness to conversion and retention.

Marketing Messaging is the adaptation of core brand messages for specific audiences, channels, and campaigns to drive relevance and action.

Marketing Objectives are specific, measurable goals that guide marketing efforts and align them with broader business outcomes.

Marketing Plan is a documented roadmap that details how marketing strategy will be executed, including objectives, audiences, channels, timelines, and metrics.

Marketing Positioning is the translation of brand positioning into market-facing messaging that differentiates the brand and drives relevance and action.