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Glossary

Discover our library of expert definitions for the top B2B digital marketing terms
Categories
All Account-Based Marketing Channel Content Marketing Demand Generation Email Marketing Intent Lead Generation Lead Nurturing Market Segmentation Performance and Metrics Sales Funnel
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Account-Based Marketing
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Account-Based Experience (ABX)
ABX, an acronym for Account-Based Experience, is a form of account-based marketing that strives to deliver a remarkable, personalized experience to decision makers from a priority account, drawing strategies and knowledge from UX and CX.
Account Based Advertising
Account based advertising (ABA) is a B2B marketing strategy that targets specific high-value accounts by tailoring personalized messages and content.
ABM Program
An Account Based Marketing (ABM) program is a strategic approach that focuses on identifying and targeting high-value accounts or clients with personalized marketing campaigns.
ABM Campaign
An ABM (Account-Based Marketing) campaign is a targeted marketing strategy that focuses on building relationships and driving engagement with specific high-value accounts or clients.
Account Based Marketing (ABM)
Account Based Marketing (ABM) is a strategic approach that focuses on targeting high-value accounts with personalized and tailored marketing campaigns.
Personalization
When adopted for marketing, personalization refers to the development of customized experiences for individual users.
Channel
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Multichannel Marketing
Multichannel marketing is a strategy that uses a variety of channels, both online and offline, such as email, social media, search engine marketing, display advertising, direct mail, and events to reach prospects and clients.
Marketing Development Funds (MDF)
Marketing development funds (MDF) are a type of funding offered by companies (commonly manufacturers) to their partners (commonly vendors) for the purpose of marketing their products.
Marketing Channel
Marketing channels, also known as distribution channels, are the paths through which goods and services move from a provider to a client.
Channel Marketing
Channel marketing encompasses the various tactics and strategies brands use to reach their target audience through different channels.
Omnichannel Marketing
Omnichannel marketing is a marketing approach that focuses on providing a seamless and consistent experience for clients and prospects across all channels and touchpoints, both online and offline.
Content Marketing
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User Experience (UX)
User Experience (UX) refers to the overall experience of users with a product or service, particularly in terms of usability and accessibility.
Sales Enablement
Sales enablement is a comprehensive and strategic approach that focuses on equipping client-facing sales teams with the necessary resources, tools, and knowledge to enhance their productivity, efficiency, and overall effectiveness in driving sales and client success.
Lead Magnet
A lead magnet is a valuable offer or piece of content that companies use to attract potential clients and capture their contact information, such as an eBook, webinar, or free trial.
Gamification
Gamification is the use of game design principles and mechanics in non-game contexts to increase the engagement, motivation, and participation of prospects or clients.
Content Marketing Funnel
The content marketing funnel is a model used by businesses to guide clients through the various stages of the buyer’s journey.
Content Marketing
Content marketing is a strategic approach to creating and distributing valuable and relevant content to attract and engage prospects, as well as retain clients.
Call to Action (CTA)
A call to action (CTA) is a marketing technique used to prompt an immediate response from potential clients.
Content Syndication
Content syndication refers to the process of distributing content through third-party websites or platforms, linking back to the original source, in order to reach a larger audience.
Thought Leadership
Thought leadership is a strategy that involves positioning a business or one of its representatives as an industry expert and trusted source of knowledge.
Demand Generation
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Mid Funnel Marketing
Mid funnel marketing is the process of guiding potential clients through the consideration phase of the buying journey.
Unique Value Proposition (UVP)
A unique value proposition (UVP) represents the distinct value that sets a product or service apart from competitors.
User Experience (UX)
User Experience (UX) refers to the overall experience of users with a product or service, particularly in terms of usability and accessibility.
Targeted Display
Targeted display, also known as programmatic advertising, is a digital marketing approach that utilizes advanced technology and data-driven algorithms to deliver customized and relevant advertising content to specific audiences.
Social Media Marketing (SMM)
Social media marketing (SMM) involves leveraging social media platforms such as Facebook, Instagram, and LinkedIn to create and share content, grow and engage with audiences, build relationships, and promote products or services.
Sales Follow Up
Sales follow-up is a crucial aspect of the sales process that involves engaging clients after an interaction to foster relationships, address concerns, and ultimately secure business deals (it can also refer to post-sales initiatives).
Sales Enablement
Sales enablement is a comprehensive and strategic approach that focuses on equipping client-facing sales teams with the necessary resources, tools, and knowledge to enhance their productivity, efficiency, and overall effectiveness in driving sales and client success.
Revenue Operations (RevOps)
Revenue Operations, often referred to as RevOps, is an innovative approach to business operations that focus on driving client-centric growth and optimizing revenue generation by aligning and integrating various departments within an organization.
Recession Marketing
Recession marketing refers to strategies and tactics applied during an economic downturn to help businesses navigate unfavorable economic conditions while maintaining or driving growth with their market share.
Relationship Marketing (H2H)
Relationship marketing, often referred to as human-to-human (H2H) marketing, is a marketing strategy that emphasizes the importance of building strong, lasting relationships with clients.
Programmatic Display
Programmatic marketing refers to digital marketing initiatives that leverage the automated buying and selling of digital advertising space, on platforms that utilize algorithms and real-time data to identify audiences, select the ad that most closely matches their profiles from an inventory, and optimize its placement for maximum effectiveness.
Product Marketing
Product marketing is a strategy that focuses on promoting and positioning a product or service in the market.
Paid Social
Paid social, a strategic approach to digital advertising, revolves around utilizing paid social media platforms to promote and engage with a client’s target audience.
Paid Media
Paid media refers to a strategic marketing approach that involves the utilization of various paid advertising channels to promote products, services, or brands.
Native Advertising
Native advertising is a type of advertising that blends seamlessly into the editorial content of a website or social media platform.
Multichannel Marketing
Multichannel marketing is a strategy that uses a variety of channels, both online and offline, such as email, social media, search engine marketing, display advertising, direct mail, and events to reach prospects and clients.
Mobile Marketing
Mobile marketing is a digital marketing strategy that utilizes mobile devices, such as smartphones and tablets, to reach and engage prospects.
Marketing Qualified Account (MQA)
Marketing Qualified Accounts (MQAs) are businesses or organizations that have been identified as having a higher likelihood of becoming a client based on specific criteria.
Marketing Qualified Lead (MQL)
Marketing Qualified Leads (MQLs) are potential clients who have demonstrated a certain level of interest in a company’s product or service based on their engagement with marketing efforts.
Marketing Leads
Marketing leads are potential clients who have shown interest in a company’s products or services.
Marketing Funnel
A marketing funnel, also known as a sales funnel, is a visual representation of the process a business uses to attract and convert prospects into paying clients.
Marketing Channel
Marketing channels, also known as distribution channels, are the paths through which goods and services move from a provider to a client.
Lead Magnet
A lead magnet is a valuable offer or piece of content that companies use to attract potential clients and capture their contact information, such as an eBook, webinar, or free trial.
Influencer Marketing
Influencer marketing refers to the practice of a brand leveraging popular individuals to promote products or services to their followers on social media or other platforms.
Gamification
Gamification is the use of game design principles and mechanics in non-game contexts to increase the engagement, motivation, and participation of prospects or clients.
Event Marketing
Event marketing refers to the practice of promoting a brand, product or service through in-person or virtual events, such as trade shows, conferences, webinars, and product launches, among many other possibilities.
Earned Media Strategy
An earned media strategy is a marketing approach focused on obtaining publicity and brand awareness through non-paid promotional efforts.
Data-Driven Marketing
Data-driven marketing is a strategy that uses data analysis to inform and optimize marketing activities, from identifying target audiences to selecting the most effective channels to measure campaign success.
Customer Experience (CX)
Customer experience (CX) refers to the overall perception customers (or clients) have of a company, brand, or organization based on every interaction they have had with it, including before, during, and after a purchase.
Call to Action (CTA)
A call to action (CTA) is a marketing technique used to prompt an immediate response from potential clients.
Buyer’s Journey
The buyer’s journey is a fundamental concept in B2B marketing that describes the process prospects go through before making a purchase.
Buyer Persona
A buyer persona is a fictional representation of a specific client segment (usually a decision maker, or influencer) that is used to guide marketing and sales strategies.
B2B Marketing
B2B (business-to-business) marketing refers to marketing initiatives conducted by businesses that sell their products or services to other businesses, instead of end consumers (as is the case of business-to-consumer, B2C).
A/B Testing
A/B testing is a popular method of comparing two versions of a website, email, advertisement, or other content marketing assets to determine which one performs better.
B2B Buyer Journey
A B2B (business-to-business) buyer journey refers to the process that a business client goes through to research, evaluate, and ultimately make a purchase decision for a product or service from another business.
Performance Marketing
Performance marketing is a comprehensive strategy with a client-centric approach that aims to drive measurable results and optimize marketing efforts through targeted actions, accountability, and data-driven decision-making.
Content Syndication
Content syndication refers to the process of distributing content through third-party websites or platforms, linking back to the original source, in order to reach a larger audience.
Thought Leadership
Thought leadership is a strategy that involves positioning a business or one of its representatives as an industry expert and trusted source of knowledge.
Outbound Marketing
Outbound marketing, also known as traditional marketing or interruption marketing, is a promotional strategy employed by businesses to reach out and engage with potential clients.
Omnichannel Marketing
Omnichannel marketing is a marketing approach that focuses on providing a seamless and consistent experience for clients and prospects across all channels and touchpoints, both online and offline.
Inbound Marketing
Inbound marketing is a strategy to attract leads for your business through the creation of valuable content and experiences that align with their interests and needs.
Client Centricity
Client centricity is a business strategy that prioritizes the needs, wants, and preferences of clients in every aspect of an organization’s operations.
Demand Generation
Marketing activities aimed at creating interest, engagement and driving demand for a product or service.
Email Marketing
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Email Automation
Email automation is the use of software to automatically send targeted and personalized emails to clients and leads, based on predefined workflows and triggers that automatically send targeted emails to specific recipients, leveraging specific behavior signals or interactions with your brand.
Email Marketing
Email marketing is a form of digital marketing that involves sending promotional or informative messages to a targeted audience through email.
Email Nurturing
Email nurturing involves sending relevant and personalized emails to prospects at different stages of the sales funnel to establish trust and build relationships.
Intent
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Triple Intent
Triple intent is a term used in B2B marketing to describe the convergence of three critical factors: account fit, buying intent, and content engagement.
Intent Signals
In marketing, intent signals refer to the actions, behaviors, and data that suggest a lead or potential client is interested in a brand and its offerings.
Intent Data
Intent data refers to the information that is collected about a client’s online behavior, which is then analyzed to determine their buying intent.
High Intent
High intent is a marketing term used to describe the level of readiness or likelihood of a potential client to take a specific action, such as making a purchase or filling out a contact form.
Buyer Intent
Buyer intent refers to the mindset of a potential prospect when they are actively looking to make a purchase.
Lead Generation
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Unique Value Proposition (UVP)
A unique value proposition (UVP) represents the distinct value that sets a product or service apart from competitors.
User Experience (UX)
User Experience (UX) refers to the overall experience of users with a product or service, particularly in terms of usability and accessibility.
Targeted Display
Targeted display, also known as programmatic advertising, is a digital marketing approach that utilizes advanced technology and data-driven algorithms to deliver customized and relevant advertising content to specific audiences.
Service Level Agreement (SLA)
A service level agreement (SLA) is a contractual agreement between a service provider and a client, outlining the specific parameters and expectations for the delivery of services.
Sales and Marketing Alignment
Sales and marketing alignment is a strategic approach that aims to foster a harmonious and collaborative relationship between the sales and marketing teams within an organization.
Sales Qualified Lead (SQL)
A Sales Qualified Lead (SQL), commonly referred to as an SQL, signifies a lead who has progressed through the lead qualification process, displaying a high level of interest, engagement, and readiness to purchase an organization’s offerings.
Sales Follow Up
Sales follow-up is a crucial aspect of the sales process that involves engaging clients after an interaction to foster relationships, address concerns, and ultimately secure business deals (it can also refer to post-sales initiatives).
Sales Enablement
Sales enablement is a comprehensive and strategic approach that focuses on equipping client-facing sales teams with the necessary resources, tools, and knowledge to enhance their productivity, efficiency, and overall effectiveness in driving sales and client success.
Sales Development Representative (SDR)
A Sales Development Representative (SDR), is a key role within the sales department of an organization.
Revenue Operations (RevOps)
Revenue Operations, often referred to as RevOps, is an innovative approach to business operations that focus on driving client-centric growth and optimizing revenue generation by aligning and integrating various departments within an organization.
Recession Marketing
Recession marketing refers to strategies and tactics applied during an economic downturn to help businesses navigate unfavorable economic conditions while maintaining or driving growth with their market share.
Qualified Lead
A qualified lead is a prospect who has been evaluated and determined to have a higher probability of converting into a paying client.
Programmatic Display
Programmatic marketing refers to digital marketing initiatives that leverage the automated buying and selling of digital advertising space, on platforms that utilize algorithms and real-time data to identify audiences, select the ad that most closely matches their profiles from an inventory, and optimize its placement for maximum effectiveness.
Product Marketing
Product marketing is a strategy that focuses on promoting and positioning a product or service in the market.
Lead Magnet
A lead magnet is a valuable offer or piece of content that companies use to attract potential clients and capture their contact information, such as an eBook, webinar, or free trial.
Lead Generation Tactics
Lead generation tactics are the strategies and techniques businesses use to attract potential clients and motivate them to indicate interest in their products or services.
Lead Funnel
The lead funnel, also known as the sales funnel, is a metaphorical representation of the buyer’s journey of leads, from initial awareness of a product to the final purchase decision.
Lead Distribution
Lead distribution refers to the process of assigning leads to different sales representatives or teams based on criteria such as geography, industry, or lead score, in order to ensure a high-quality experience.
Inbound Leads
Inbound marketing is a strategy to attract leads for your business through the creation of valuable content and experiences that align with their interests and needs.
Call to Action (CTA)
A call to action (CTA) is a marketing technique used to prompt an immediate response from potential clients.
Buyer’s Journey
The buyer’s journey is a fundamental concept in B2B marketing that describes the process prospects go through before making a purchase.
Top of Funnel (TOFU)
The top of funnel (TOFU), also known as the awareness stage, is the first step in the buyer’s journey.
Buyer Persona
A buyer persona is a fictional representation of a specific client segment (usually a decision maker, or influencer) that is used to guide marketing and sales strategies.
Lead Qualification
Lead qualification is the process of evaluating leads based on certain criteria, such as their level of interest, budget, and authority, to determine their alignment with a company’s target, and readiness to purchase.
Lead Conversion
Lead conversion refers to the process of turning a potential customer, or lead, into a paying client, by guiding them through the sales funnel and nurturing them with targeted marketing efforts.
Lead Scoring
Lead scoring refers to the process of evaluating and ranking leads according to their positioning in the sales funnel and their perceived value for the company.
B2B Marketing
B2B (business-to-business) marketing refers to marketing initiatives conducted by businesses that sell their products or services to other businesses, instead of end consumers (as is the case of business-to-consumer, B2C).
B2B Buyer Journey
A B2B (business-to-business) buyer journey refers to the process that a business client goes through to research, evaluate, and ultimately make a purchase decision for a product or service from another business.
Outbound Marketing
Outbound marketing, also known as traditional marketing or interruption marketing, is a promotional strategy employed by businesses to reach out and engage with potential clients.
Lead Verification
Lead verification is the process of confirming the authenticity and accuracy of information provided by potential clients, usually sourced from online forms, email inquiries, or phone calls.
Lead Generation Strategy
A lead generation strategy is a set of tactics and processes used to identify prospects and gather information about them in order to nurture relationships and convert them into paying clients.
Lead Generation Marketing
Lead generation marketing is the process of identifying and cultivating potential clients for a business.
Lead Generation
Lead generation is the process of identifying and attracting potential clients for a business’s products or services.
Lead Database
A lead database is an organized collection of information on your generated leads, containing data such as their contact details, demographic characteristics, behavioral traits, and general preferences, among other data deemed relevant by the business.
Inbound Marketing
Inbound marketing is a strategy to attract leads for your business through the creation of valuable content and experiences that align with their interests and needs.
Lead Nurturing
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Mid Funnel Marketing
Mid funnel marketing is the process of guiding potential clients through the consideration phase of the buying journey.
Unique Value Proposition (UVP)
A unique value proposition (UVP) represents the distinct value that sets a product or service apart from competitors.
Sales Qualified Lead (SQL)
A Sales Qualified Lead (SQL), commonly referred to as an SQL, signifies a lead who has progressed through the lead qualification process, displaying a high level of interest, engagement, and readiness to purchase an organization’s offerings.
Sales Follow Up
Sales follow-up is a crucial aspect of the sales process that involves engaging clients after an interaction to foster relationships, address concerns, and ultimately secure business deals (it can also refer to post-sales initiatives).
Sales Enablement
Sales enablement is a comprehensive and strategic approach that focuses on equipping client-facing sales teams with the necessary resources, tools, and knowledge to enhance their productivity, efficiency, and overall effectiveness in driving sales and client success.
Revenue Operations (RevOps)
Revenue Operations, often referred to as RevOps, is an innovative approach to business operations that focus on driving client-centric growth and optimizing revenue generation by aligning and integrating various departments within an organization.
Relationship Funnel
The relationship funnel, also referred to as the client relationship funnel or CRM funnel, illustrates the buyer’s journey from the initial awareness stage to becoming a loyal, long-term client.
Relationship Marketing (H2H)
Relationship marketing, often referred to as human-to-human (H2H) marketing, is a marketing strategy that emphasizes the importance of building strong, lasting relationships with clients.
Email Nurturing
Email nurturing involves sending relevant and personalized emails to prospects at different stages of the sales funnel to establish trust and build relationships.
Personalization
When adopted for marketing, personalization refers to the development of customized experiences for individual users.
Lead Follow-Up
Lead follow-up refers to the process of reaching out to leads who have shown interest in a product but have not yet committed to making a purchase, or have decreased their engagement with brand content.
Lead Nurturing
Lead nurturing is the process of building relationships with potential clients by providing them with relevant and valuable information that helps them make informed decisions.
Thought Leadership
Thought leadership is a strategy that involves positioning a business or one of its representatives as an industry expert and trusted source of knowledge.
Client Centricity
Client centricity is a business strategy that prioritizes the needs, wants, and preferences of clients in every aspect of an organization’s operations.
Market Segmentation
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Technographics
Technographics refers to the collection and analysis of data related to the technologies, software, and digital tools used by individuals and organizations.
Psychographic Market Segmentation
Psychographic market segmentation (a.k.a. psychographics) is a strategy that involves dividing a target market into smaller segments based on target buyers’ psychological and behavioral traits.
Market Segmentation
Market segmentation refers to the process of dividing a broad target market into smaller, more manageable groups, based on shared characteristics, such as demographics and interests.
Market Segment
A market segment is a group of leads, prospects, or clients who share the same characteristics and needs, and are therefore likely to respond to a particular marketing strategy in a similar way.
Market Research
Market research refers to the process of gathering and analyzing data about a specific market, industry, or product.
Ideal Client Profile (ICP)
An Ideal Client Profile (ICP) is a description of the type of client who would benefit the most from your product or service.
Firmographics
Firmographics refer to a set of characteristics employed to describe a certain business, comprehending, for instance, aspects such as yearly revenue, industry or vertical, company size, number of employees, and location.
Demographics
Demographics consist of a set of several static traits shared by a population, such as annual income, age, education level, marital status, occupation, and gender.
Buyer Persona
A buyer persona is a fictional representation of a specific client segment (usually a decision maker, or influencer) that is used to guide marketing and sales strategies.
Performance and Metrics
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Software as a Service (SaaS)
Software as a Service (SaaS) is a software delivery model wherein applications are hosted and maintained by a service provider.
Social Media Analytics
Social media analytics involves tracking and measuring metrics such as engagement, reach, impressions, conversions, and general sentiment across social media platforms.
Service Level Agreement (SLA)
A service level agreement (SLA) is a contractual agreement between a service provider and a client, outlining the specific parameters and expectations for the delivery of services.
Sales and Marketing Alignment
Sales and marketing alignment is a strategic approach that aims to foster a harmonious and collaborative relationship between the sales and marketing teams within an organization.
Recession Marketing
Recession marketing refers to strategies and tactics applied during an economic downturn to help businesses navigate unfavorable economic conditions while maintaining or driving growth with their market share.
Predictive Analytics
Predictive analytics is an advanced analytical technique that leverages historical and real-time data to generate valuable insights, anticipate future events, and enable proactive decision-making within organizations.
Lifetime Value to Client Acquisition Cost (LTV: CAC)
Lifetime Value to Client Acquisition Cost (LTV: CAC) is a metric used by businesses to determine the ratio between the amount of revenue generated from a client throughout their lifetime versus the total cost of acquiring said client.
Data-Driven Marketing
Data-driven marketing is a strategy that uses data analysis to inform and optimize marketing activities, from identifying target audiences to selecting the most effective channels to measure campaign success.
Client Churn Rate (CCR)
The Client Acquisition Cost (CAC) refers to the ratio between total marketing and sales budgets and the number of converting prospects.
Client Acquisition Cost (CAC)
The Client Acquisition Cost (CAC) refers to the ratio between total marketing and sales budgets and the number of converting prospects.
Cost Per Acquisition/Cost Per Action (CPA)
Cost per Acquisition (CPA)/Cost Per Action is a marketing metric that measures the average expenditure a company incurs to acquire a new client.
Return on Investment (ROI)
Return on investment (ROI) is a performance metric used to evaluate the financial success of an investment—such as a marketing campaign.
A/B Testing
A/B testing is a popular method of comparing two versions of a website, email, advertisement, or other content marketing assets to determine which one performs better.
Performance Marketing
Performance marketing is a comprehensive strategy with a client-centric approach that aims to drive measurable results and optimize marketing efforts through targeted actions, accountability, and data-driven decision-making.
Sales Funnel
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Mid Funnel Marketing
Mid funnel marketing is the process of guiding potential clients through the consideration phase of the buying journey.
Service Level Agreement (SLA)
A service level agreement (SLA) is a contractual agreement between a service provider and a client, outlining the specific parameters and expectations for the delivery of services.
Sales Qualified Lead (SQL)
A Sales Qualified Lead (SQL), commonly referred to as an SQL, signifies a lead who has progressed through the lead qualification process, displaying a high level of interest, engagement, and readiness to purchase an organization’s offerings.
Sales Enablement
Sales enablement is a comprehensive and strategic approach that focuses on equipping client-facing sales teams with the necessary resources, tools, and knowledge to enhance their productivity, efficiency, and overall effectiveness in driving sales and client success.
Sales Development Representative (SDR)
A Sales Development Representative (SDR), is a key role within the sales department of an organization.
Relationship Funnel
The relationship funnel, also referred to as the client relationship funnel or CRM funnel, illustrates the buyer’s journey from the initial awareness stage to becoming a loyal, long-term client.
Qualified Lead
A qualified lead is a prospect who has been evaluated and determined to have a higher probability of converting into a paying client.
Marketing Qualified Account (MQA)
Marketing Qualified Accounts (MQAs) are businesses or organizations that have been identified as having a higher likelihood of becoming a client based on specific criteria.
Marketing Qualified Lead (MQL)
Marketing Qualified Leads (MQLs) are potential clients who have demonstrated a certain level of interest in a company’s product or service based on their engagement with marketing efforts.
Marketing Leads
Marketing leads are potential clients who have shown interest in a company’s products or services.
Marketing Funnel
A marketing funnel, also known as a sales funnel, is a visual representation of the process a business uses to attract and convert prospects into paying clients.
Lead Funnel
The lead funnel, also known as the sales funnel, is a metaphorical representation of the buyer’s journey of leads, from initial awareness of a product to the final purchase decision.
Dark funnel
The dark funnel collates the anonymous and untraceable online behavior of potential leads, with strategies and tactics used to track and engage with them throughout their buyer’s journey.
Content Marketing Funnel
The content marketing funnel is a model used by businesses to guide clients through the various stages of the buyer’s journey.
Consideration Phase
The consideration phase refers to the second stage of the buyer’s journey, where potential clients are actively evaluating different solutions to their problem or need.
Buyer’s Journey
The buyer’s journey is a fundamental concept in B2B marketing that describes the process prospects go through before making a purchase.
Bottom of Funnel (BOFU)
Bottom of Funnel (BOFU) refers to the final stage of the sales funnel, where a prospect has shown intent to make a purchase and is close to becoming a paying client.
Middle of Funnel (MOFU)
The middle of funnel (MOFU) stage is the second step of the traditional three-part sales funnel process.
Top of Funnel (TOFU)
The top of funnel (TOFU), also known as the awareness stage, is the first step in the buyer’s journey.
B2B Buyer Journey
A B2B (business-to-business) buyer journey refers to the process that a business client goes through to research, evaluate, and ultimately make a purchase decision for a product or service from another business.