Definitions
AI Growth Glossary
Plain definitions of the terms that come up when you buy leads, run ads and put AI on your follow-up. Each one links to the guide that covers it in depth.
This AI growth glossary defines the lead generation, appointment setting, advertising and AI search terms service business owners hear from agencies and vendors. Every entry is one short paragraph you can quote, grouped by topic.
AI follow-up and appointment setting
Appointment setting
Appointment setting is the work of contacting leads, qualifying them and booking them onto a calendar for a sales call, consult or quote. It can be done by an in-house setter, an outsourced team or an AI agent. Appointment setting done for you.
AI appointment setter
An AI appointment setter is a voice or SMS agent that replies to opted-in leads, asks qualifying questions and books appointments into your calendar. It works any hour and hands off to a person when a lead asks for one. How AI appointment setters work.
Speed to lead
Speed to lead is the time between a lead reaching out and your business starting a real conversation with them. The shorter it is, the more of the leads you already paid for turn into appointments. Speed to lead service.
Lead response time
Lead response time is how long a new lead waits for a first reply, measured from the form fill, call or message to the first call or text back. Track it as an average and as the slowest 10%. Lead response time guide.
Missed call text back
Missed call text back sends an automatic text to anyone whose call you did not answer, so the conversation continues by SMS instead of going to a competitor. Missed call text back.
Database reactivation
Database reactivation is a campaign that contacts old leads and past customers who agreed to hear from you, to restart conversations and book new appointments from contacts you already have. Database reactivation campaigns.
AI SDR
An AI SDR (sales development representative) is an AI agent that does early-stage sales work: researching prospects, sending outreach and booking meetings for a human closer. What is an AI SDR.
Metrics
Cost per lead (CPL)
Cost per lead is total marketing spend divided by the number of leads it produced. It is easy to measure but says nothing about whether those leads book or buy. Lead generation pricing.
Cost per booked appointment
Cost per booked appointment is total spend, including ads, fees and follow-up, divided by the appointments booked. It is the fairest way to compare agencies, setters and lead sources. Cost per booked appointment.
Show rate
Show rate is the share of booked appointments where the prospect actually shows up: appointments held divided by appointments booked. Reminders and fast rebooking raise it. How to reduce no-shows.
Qualified appointment
A qualified appointment is a booked meeting with someone who meets criteria agreed in advance, such as location, budget, timeline or job title. Pay-per-appointment contracts should define it in writing.
Lead buying
Pay per appointment
Pay per appointment is a pricing model where you pay a set fee for each booked appointment instead of a monthly retainer. Check whether it bills per scheduled or per held meeting. Appointment setting services pricing.
Exclusive leads
Exclusive leads are inquiries sold to one business only. They cost more than shared leads but you are the only business calling. Exclusive vs shared leads.
Aged leads
Aged leads are leads resold days or months after they first came in, often at 30, 60 or 90 days old. They are cheap per lead and convert at much lower rates than live leads. Aged leads vs live leads.
Live transfer
A live transfer is a lead whose phone call is passed to you in real time after a screener confirms basic details. You are usually billed per accepted transfer.
Preset appointment
A preset appointment is a sales appointment that a third party books with a prospect in advance and then sells to an agent, common in insurance and final expense sales.
Ads and compliance
Meta instant forms
Meta instant forms are lead forms that open inside Facebook or Instagram, prefilled with the user's details. They bring more leads than a landing page, usually with lower intent. Meta lead forms vs landing pages.
A2P 10DLC
A2P 10DLC is the US carrier registration system for business texts sent from standard 10-digit local numbers. Brands and campaigns must be registered before texting at volume. A2P 10DLC registration.
TCPA consent
TCPA consent is the permission US law requires before certain automated or artificial-voice calls and texts. The FCC ruled in February 2024 that AI-generated voices count as artificial voices under the TCPA. FCC ruling 24-17.
Search and AI search
Answer engine optimization (AEO)
Answer engine optimization is the work of making your business easy for AI answers and search features to find, understand and cite, so you show up when buyers ask ChatGPT, Gemini or Google. What is AEO.
Generative engine optimization (GEO)
Generative engine optimization is a closely related name for the same goal: earning mentions and citations in answers written by generative AI tools. AEO and GEO services.
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