Từ điển Marketing — 30 thuật ngữ founder + marketer VN phải biết
Glossary Marketing 30 thuật ngữ tổ chức 6 nhóm: Funnel & Acquisition, Activation & Retention, Revenue & Monetization, Analytics & Attribution, Strategy & Positioning, Content & Channel. Mỗi term định nghĩa + ví dụ thực tế VN. Tra cứu khi đọc blog Marketing / report Google Analytics / Mixpanel.
Mục lục bài viết(40)
Glossary 30 thuật ngữ Marketing tổ chức 6 nhóm A-F. Mỗi term định nghĩa + ví dụ thực tế VN + tool. Tra cứu khi đọc blog HubSpot / Brands / report GA4 / sales call B2B. Ảnh: AI-generated bằng ChatGPT gpt-image-2.
Tại sao cần từ điển này
Bạn đọc blog Marketing, nhanh chóng gặp thuật ngữ: "MQL conversion rate is 12% but SQL drop to 4%, CAC blowing up while LTV/CAC ratio shrinks. We need to optimize TOFU content + retention."
Không hiểu terminology = bỏ qua insight. Bài này giải thích 30 thuật ngữ phổ biến chia 6 nhóm A-F. Đọc 1 lần có mental model, tra cứu khi cần.
Nhóm A — Funnel & Acquisition (6 terms)
1. Funnel
Mô hình phễu lọc customer từ Awareness → Purchase. AIDA / AARRR / RACE framework. Xem Marketing Funnel.
2. TOFU / MOFU / BOFU
Top / Middle / Bottom of Funnel. Phân vùng content theo intent: educational (TOFU) → comparison (MOFU) → product demo (BOFU).
3. CAC (Customer Acquisition Cost)
Chi phí trung bình để có 1 customer mới. Tính: (Marketing spend + Sales spend) / số customer new. Healthy B2B SaaS VN: dưới $500. B2C ecommerce: dưới $50.
4. CTR (Click-Through Rate)
% người click khi xuất hiện ads/SERP/email. Tính: Clicks / Impressions × 100. Healthy: Email 2-5%, Google Ads 3-5%, FB Ads 1-2%.
5. CPC / CPM / CPA
CPC = Cost Per Click. CPM = Cost Per Mille (per 1000 impressions). CPA = Cost Per Acquisition (per conversion). Ads pricing model phổ biến Google/Facebook/TikTok.
6. Conversion Rate
% visitor thực hiện goal (signup, purchase, contact). Tính: Conversions / Visitors × 100. Healthy: landing page 1-5%, ecommerce 1-3%, B2B form 5-15%.
Nhóm B — Activation & Retention (5 terms)
7. Activation
User experience "aha moment" lần đầu. Slack define = 2000 message gửi. Facebook = 7 friend trong 10 ngày. Custom per product.
8. Retention
% user quay lại sau D1, D7, D30, D90. Healthy: D30 ≥ 20-40%. Curve FLATTEN = signal PMF.
9. Churn rate
% customer rời mỗi tháng/năm. Tính: Lost customer / Total customer × 100. Healthy: B2B SaaS dưới 2%/m. B2C subscription dưới 5%/m.
10. NPS (Net Promoter Score)
Survey "How likely to recommend? 0-10". NPS = % Promoter (9-10) - % Detractor (0-6). Range -100 to +100. Good 50+, Great 70+.
11. DAU / MAU
DAU = Daily Active User. MAU = Monthly Active User. DAU/MAU ratio = stickiness (0.1-0.2 OK, 0.5+ great — like Facebook). Slack DAU/MAU = 0.93 (elite).
Nhóm C — Revenue & Monetization (5 terms)
12. MRR / ARR
MRR = Monthly Recurring Revenue. ARR = Annual = MRR × 12. Track growth MoM cho SaaS startup. Vd: 100 customer × $50/m = $5k MRR = $60k ARR.
13. ARPU / ARPC
ARPU = Average Revenue Per User. ARPC = Per Customer (excluding free). Vd: 10000 user, 1000 paying $50 = $50k MRR. ARPU $5 (include free), ARPC $50.
14. LTV (Lifetime Value)
Tổng revenue 1 customer trong vòng đời (avg). Tính đơn giản: ARPU × Avg lifetime (months). Healthy LTV/CAC ratio ≥ 3:1.
15. ROAS (Return On Ad Spend)
Doanh thu / chi phí ads. Healthy 3-4x B2B, 4-6x ecommerce. ROAS dưới 2x = burning cash.
16. ROMI (Return on Marketing Investment)
= (Revenue - Marketing spend) / Marketing spend. Toàn bộ marketing budget, not just ads. Healthy 5-10x.
Nhóm D — Lead & Sales (5 terms)
17. Lead
Visitor cung cấp contact (email/phone) — chưa qualified. Source: form, popup, lead magnet.
18. MQL (Marketing Qualified Lead)
Lead có engagement đủ (download whitepaper, attend webinar) → Marketing accept → handoff Sales.
19. SQL (Sales Qualified Lead)
Lead Sales accept + qualify BANT (Budget/Authority/Need/Timeline) → enter pipeline.
20. CRM
Customer Relationship Management — tool track lead/deal/customer. Vd: HubSpot, Pipedrive, Salesforce.
21. Pipeline / Deal stage
Workflow lead → opportunity → closed-won/lost. Vd stage: New → Qualified → Proposal → Negotiation → Closed. Track conversion rate per stage.
Nhóm E — Analytics & Attribution (4 terms)
22. UTM Parameter
URL tag track source/medium/campaign/content/term. Vd: ?utm_source=facebook&utm_medium=cpc&utm_campaign=launch2026. Built into GA4 + every link.
23. Multi-touch Attribution
Model assign credit cho touchpoint khác trong customer journey. Models: last-click (default), first-click, linear, time-decay, position-based. GA4 default data-driven attribution.
24. Cohort Analysis
Group user theo signup month → track retention/revenue per cohort. Identify pattern cohort early vs late. Tool: Mixpanel/Amplitude built-in.
25. A/B Test
Compare 2 variant (A vs B) → measure winner. Tool: VWO ($199), Optimizely ($999), Google Optimize (deprecated 2023, dùng GA4 experiment).
Nhóm F — Strategy & Content (4 terms)
26. Persona / ICP
Persona = profile khách lý tưởng. ICP = Ideal Customer Profile (B2B segment). Xem Customer Persona + JTBD.
27. JTBD (Jobs-to-be-done)
Christensen 2003. Lý do khách "thuê" sản phẩm. Forces of Progress (Push+Pull > Anxiety+Habit). Xem Customer Persona + JTBD.
28. Positioning
Mental position thương hiệu so competitor. Geoffrey Moore template. Xem Brand Positioning.
29. PMF (Product-Market Fit)
Marc Andreessen 2007. Khi product match nhu cầu market → growth tự nhiên. Đo Sean Ellis Test 40%+. Xem PMF.
30. Topic Cluster
HubSpot 2017. 1 pillar + 10-30 cluster cross-link. Build topical authority Google. Xem Content Marketing.
Bảng tóm tắt 30 thuật ngữ
| # | Term | Nhóm | Healthy benchmark |
|---|---|---|---|
| 1 | Funnel | A | TOFU 60%, MOFU 30%, BOFU 10% effort |
| 2 | TOFU/MOFU/BOFU | A | Content theo intent |
| 3 | CAC | A | B2B SaaS VN dưới $500, B2C dưới $50 |
| 4 | CTR | A | Email 2-5%, Ads 1-5% |
| 5 | CPC/CPM/CPA | A | Pricing model ads |
| 6 | Conversion Rate | A | Landing 1-5%, B2B form 5-15% |
| 7 | Activation | B | Custom per product, Slack = 2000 msg |
| 8 | Retention | B | D30 ≥ 20-40% healthy |
| 9 | Churn | B | B2B SaaS dưới 2%/m |
| 10 | NPS | B | 50+ good, 70+ great |
| 11 | DAU/MAU | B | 0.1-0.2 OK, 0.5+ great |
| 12 | MRR/ARR | C | Track MoM growth SaaS |
| 13 | ARPU/ARPC | C | Tier per product |
| 14 | LTV | C | LTV/CAC ≥ 3:1 |
| 15 | ROAS | C | 3-4x B2B, 4-6x ecommerce |
| 16 | ROMI | C | 5-10x |
| 17 | Lead | D | Top of pipeline |
| 18 | MQL | D | Marketing qualified |
| 19 | SQL | D | Sales accept BANT |
| 20 | CRM | D | HubSpot/Pipedrive/Salesforce |
| 21 | Pipeline stage | D | New→Qualified→Proposal→Closed |
| 22 | UTM | E | Track source/medium/campaign |
| 23 | Multi-touch Attribution | E | Data-driven model GA4 |
| 24 | Cohort Analysis | E | Mixpanel/Amplitude |
| 25 | A/B Test | E | VWO/Optimizely/GA4 |
| 26 | Persona/ICP | F | 3-5 persona chính |
| 27 | JTBD | F | 4 forces of progress |
| 28 | Positioning | F | Geoffrey Moore template |
| 29 | PMF | F | Sean Ellis 40%+ |
| 30 | Topic Cluster | F | 1 pillar + 10-30 cluster |
Tóm tắt 1 dòng
30 thuật ngữ Marketing chia 6 nhóm: A (Funnel + Acquisition), B (Activation + Retention), C (Revenue), D (Lead + Sales), E (Analytics + Attribution), F (Strategy + Content). Đọc 1 lần để có mental model, tra cứu khi gặp trong blog HubSpot / Buffer / Brands.vn / report GA4 / Mixpanel / sales call B2B. Quan trọng nhất cho non-tech founder: CAC, LTV, LTV/CAC ratio, MQL/SQL, ROAS, NPS, MRR, Churn, Activation, PMF.
Đọc tiếp
- Marketing là gì? — bài tổng quan đầu cluster
- Marketing Funnel
- Customer Persona + JTBD
- Brand Positioning
- Product-Market Fit
- Pricing Strategy
- Growth Hacking
- Content Marketing
- Email Newsletter
- SEO + Content Combo
- Glossary SEO — terms SEO bổ sung
Cần áp dụng 30 thuật ngữ Marketing vào audit startup B2B/B2C VN? Audit FREE 30 phút BTB+VietCodex — review hiện trạng CAC/LTV/Funnel + đề xuất 5 quick win. Audit FREE.