Letter P

Payback Period - the number of months for which the client returns the CAC spent on attracting him. The norm for SaaS is up to 18 months.

Performance marketing is an advertising model where you pay only for measurable results (click, lead, sale), and not for reach.

Perplexity is an AI search engine that provides answers with sources instead of a list of links.

Pin - a pinned post at the top of a channel or group; also a unit of content on Pinterest.

Pipeline - sales funnel in CRM: transactions by stages from “new lead” to “payment”. Shows where deals are stuck and how much money is “in the works.”

Pixel is a JavaScript snippet on a website that records the actions of visitors and transmits events to the advertising platform.

PLG is a growth strategy where the product itself attracts, converts and retains users without the classic sales cycle.

Podcast - audio or video format with regular releases on one topic; content marketing channel with high audience loyalty.

Positioning is the place of the brand in the client’s head relative to competitors: what makes you chosen and remembered.

PPC (Pay Per Click) is an advertising payment model in which the advertiser pays only for a click on an ad, and not for display.

Pricing Strategy - choice of price formation method: cost-plus, value-based or competitive pricing.

Product-Market Fit (PMF) is the moment when the product is really needed by the market: people return and recommend without marketing pressure.

Programmatic - automatic purchase of advertising through auctions in real time. The algorithm decides who to show and for how much, without manual placement.

Prompt Engineering is the practice of composing text queries to LLM (Claude, GPT) to obtain the desired result.

Prompt Injection is an attack on LLM: malicious instructions are hidden in the data that the model processes.