The jargon, in plain English.

An A/B test compares two versions of an email, page or message by showing each one to a separate, randomly chosen group and measuring which gets more of a chosen result, such as opens, replies or bookings. It replaces opinion with evidence, so small improvements to subject lines, offers and pages add up over time without anyone having to guess.

An AI agent is software built on a large language model that can carry out tasks on its own within set rules, such as answering an enquiry, qualifying a lead or booking an appointment, rather than only generating text. For a growing company it means enquiries get a useful reply at any hour without adding headcount. Afoofa's AI agents reply by email, text and chat in your tone of voice, working from your services, pricing rules and calendar.

Attribution is the method of assigning credit for a lead, sale or booking to the marketing channels and campaigns that produced it, such as a paid ad, a newsletter or a referral. Without it, budget decisions rest on hunches and the loudest channel takes the credit. Afoofa records where each contact came from on their CRM record, so pipeline value can be traced back to the campaign that started it.

Churn is the rate at which customers stop buying from a business or cancel a subscription over a given period. Winning a new customer usually costs more than keeping an existing one, so unnoticed churn quietly drains growth even when new sales look healthy. Tracking it, and acting on warning signs such as unpaid invoices or falling engagement, gives a team the chance to step in before the customer leaves.

Conversation AI is artificial intelligence that reads incoming messages and replies in natural language across channels such as SMS, email, web chat and social media direct messages. It lets a small team answer every enquiry quickly and consistently, then hand over to a person when a conversation needs judgement. In Afoofa it works inside the conversations inbox, so every AI reply sits in the same thread as the team's own messages.

A CRM, or customer relationship management system, is a single database of every contact, company, conversation and deal a business has, with a record of what has happened and what should happen next. It stops customer knowledge living in inboxes, spreadsheets and people's heads, which matters more with every new hire. Afoofa's CRM connects each contact to their pipeline stage, messages, bookings and payments, so one record shows the whole relationship.

Customer lifetime value is the total revenue a business can expect from one customer across the whole relationship, not just the first purchase. It sets how much a company can sensibly spend to win a customer, and it shows whether retention work is paying off.

Customer retention is a company's ability to keep customers buying over time, measured by how many stay active across a given period. Customers who stay buy again and refer others, and they do not need winning twice, which makes retention one of the steadiest routes to profitable growth. Afoofa supports it with check in emails, review requests and reactivation workflows triggered by what each customer has actually done.

A drip campaign is a series of automated emails or text messages sent on a set schedule, or in response to what a contact does, such as signing up, downloading a guide or booking a call. It keeps a business in front of prospects for weeks without anyone writing each message by hand. In Afoofa, a drip can send email and SMS from the same sequence and stops when the contact replies or books.

An e signature is an electronic way of signing a document, by typing, drawing or clicking to accept, with a record of who signed and when, and it is legally recognised in the UK, the EU and the US for everyday commercial contracts. It removes the print, sign and scan step that slows deals down at the exact moment a buyer has decided to go ahead. In Afoofa, proposals are signed online and stay linked to the contact's record, so the deal, the paperwork and the invoice sit together.

Email deliverability is the likelihood that an email reaches the recipient's inbox rather than their spam folder or nowhere at all. It depends on domain authentication (SPF, DKIM and DMARC), list quality, sending volume and how recipients engage, and it decides whether any email campaign works at all. Afoofa sends from the client's own authenticated domain and stops sending to bounced and unsubscribed contacts automatically.

A fractional CMO is a senior marketing leader who works part time for a company, setting strategy, budget and priorities and directing the people and suppliers who deliver the work. It gives funded startups and scale ups board level marketing judgement before a full time chief marketing officer is affordable or needed. Afoofa is built and run by a senior marketing team, so the system follows a marketing strategy rather than being configured in isolation.

A lead magnet is something useful offered free in exchange for contact details, such as a guide, checklist, template, calculator or short course. It turns anonymous website visitors into named contacts a business can follow up with and nurture. In Afoofa, the form, the delivery email and the follow up sequence are built together, so every download lands in the CRM with a next step.

Lead nurturing is the process of building a relationship with prospects who are not ready to buy yet, by sending relevant, timely messages until they are. Without it, early stage enquiries go cold or end up buying from whoever stayed in touch. Afoofa nurtures leads with email and SMS sequences that adjust to each contact's behaviour and stage in the pipeline.

Lead scoring is a method of ranking leads by giving points for who they are and what they do, such as job title, company size, pages visited, emails opened or a pricing enquiry. It tells a sales team who to call first, so time goes to the people most likely to buy. Afoofa can score contacts automatically and move them to the next pipeline stage when they reach a set threshold.

Lifecycle marketing is the practice of sending each customer the right message for the stage they are at, from first visit and enquiry through to purchase, onboarding, repeat business and referral. It treats marketing as a long relationship rather than a one off campaign, which is where repeat revenue comes from. Afoofa maps each stage to a pipeline and a workflow, so the messages change as the customer's situation changes.

A marketing qualified lead, or MQL, is a prospect whose details or actions show enough fit and interest to be worth more marketing attention, but who is not yet ready for a sales conversation. Agreeing what counts as an MQL stops marketing and sales arguing about lead quality and gives both teams a shared measure. In Afoofa, MQL criteria are set as tags, scores or pipeline stages, so the status updates itself.

MCP, or Model Context Protocol, is an open standard introduced by Anthropic in 2024 that lets AI assistants such as Claude and ChatGPT connect to other software and use its data and actions in a controlled way. It means a team can ask an assistant about pipelines, contacts or bookings from a chat instead of switching between systems. Afoofa can be connected to any assistant that supports MCP, with the account's rules and permissions still in place.

Missed call text back is an automation that sends a text message to anyone whose call goes unanswered, usually within seconds, to acknowledge them and ask how the business can help. A caller who reaches voicemail will often ring the next company on the list, so an instant reply keeps the enquiry alive until someone can call back. Afoofa sends the text automatically and logs the whole exchange in the shared conversations inbox.

An omnichannel inbox brings messages from email, SMS, web chat, phone, WhatsApp and social media direct messages into one shared view, with each thread attached to the customer's record. It stops enquiries being missed because they arrived on a channel nobody was watching, and it lets anyone on the team pick up a conversation with full context. Afoofa's conversations inbox works this way across every channel connected to the account.

An onboarding sequence is a planned series of messages and tasks that welcomes a new customer, sets expectations and gets them to their first result quickly. The first weeks decide whether a customer feels they made the right choice, which shapes retention, reviews and referrals. In Afoofa, onboarding starts when a proposal is signed or a payment clears, so it runs without anyone having to remember to send it.

A pipeline is a visual view of every open deal or enquiry arranged in stages, from new lead through to won or lost, with a value attached to each. It shows at a glance what revenue is likely, where deals stall and who needs chasing. Afoofa pipelines can move deals between stages automatically when a contact books, signs or pays.

A reactivation campaign is a set of messages sent to past customers or old leads who have gone quiet, giving them a reason to come back, such as a new service, an offer or a simple check in. A list of past contacts is often the cheapest source of new revenue a company already owns. Afoofa finds contacts by last purchase or last activity and runs the campaign by email and SMS.

Reputation management is the ongoing work of gathering, monitoring and responding to reviews and public feedback about a business on sites such as Google, Trustpilot and Facebook. Buyers read reviews before they make contact, so a steady flow of recent, answered reviews has a direct effect on enquiries. Afoofa sends review requests automatically after a job or purchase and keeps reviews in one place for replies.

Round robin booking is a scheduling method that shares incoming appointments across a team in rotation, or by availability, instead of sending them all to one person. It spreads the workload fairly and gets each prospect booked with whoever is free soonest. Afoofa's calendars support round robin booking for sales and consultation teams.

A sales qualified lead, or SQL, is a prospect the sales team has reviewed and accepted as ready for a direct sales conversation, usually because they have a clear need, budget and timeframe. A clear definition stops salespeople spending time on people who were never going to buy, and stops good leads sitting unclaimed between teams. In Afoofa, marking a contact as sales qualified can assign an owner, create a task and send a booking link.

Segmentation is the practice of dividing contacts into groups that share traits or behaviour, such as industry, location, purchase history or engagement, so each group gets messages that suit it. Relevant messages earn more replies and fewer unsubscribes than one email sent to everyone. Afoofa segments contacts with tags, custom fields and smart lists that update as people act.

Speed to lead is the time between a prospect making an enquiry and a business responding to them. The first useful reply often wins the work, because the prospect is still engaged and has not yet heard from a competitor. Afoofa replies to new enquiries within a minute by text, email or AI agent, then alerts the team to follow up.

UTM parameters are short tags added to the end of a link, such as utm_source, utm_medium and utm_campaign, that tell analytics tools where a visitor came from. They show which ads, emails and posts bring in leads, rather than lumping traffic together as direct or referral. Afoofa forms capture UTM values and save them on the contact's record, so the source travels with the lead.

Voice AI is artificial intelligence that answers and makes phone calls in natural spoken language, understanding what the caller says and replying out loud. It means calls outside office hours or during busy periods are still answered, qualified and booked in rather than sent to voicemail. Afoofa's voice agent answers calls, takes details and books appointments straight into the calendar.

A webhook is an automatic message one piece of software sends to another over the internet when something happens, such as a form being submitted or a payment clearing, carrying the details of that event. It lets systems share data in real time without anyone exporting files or checking for updates. Afoofa workflows can send and receive webhooks to connect with tools outside the platform.

Workflow automation is the use of software to run a repeatable business process on its own, following set rules: when a form is submitted, send a text, wait a day, then check for a booking. It removes the manual follow ups, reminders and data entry that get missed as a company grows. Afoofa workflows connect triggers and actions across the CRM, inbox, calendar, campaigns and payments.