Glossary

Marketing activities aimed at creating interest and engagement and driving demand for a product or service.

A/B testing is a popular method of comparing two versions of a website, email, advertisement, or other marketing assets to determine which one performs better.

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.

Client centricity is a business strategy that prioritizes the needs, wants, and preferences of clients in every aspect of an organization's operations.

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 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.

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.

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.

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.

Thought leadership is a strategy that involves positioning a business or one of its representatives as an industry expert and trusted source of knowledge.

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.

A/B testing is a popular method of comparing two versions of a website, email, advertisement, or other marketing assets to determine which one performs better.

The Client Acquisition Cost (CAC) refers to the ratio between total marketing and sales budgets and the number of converting prospects.

Client Churn Rate (CCR) refers to the percentage of clients that discontinue their association with a business over a specified time period.

Cost per Acquisition (CPA)/Cost Per Action is a marketing metric that measures the average expenditure a company incurs to acquire a new client.

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.

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.

Return on investment (ROI) is a performance metric used to evaluate the financial success of an investment—such as a marketing campaign.

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.

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.

The top of funnel (TOFU), also known as the awareness stage, is the first step in the buyer's journey.

The middle of funnel (MOFU) stage is the second step of the traditional three-part sales funnel process.

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.

The buyer's journey is a fundamental concept in B2B marketing that describes the process prospects go through before making a purchase.

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.

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.

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.

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.

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.

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.

Account Based Marketing (ABM) is a strategic approach that focuses on targeting high-value accounts with personalized and tailored marketing campaigns.

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.

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 advertising (ABA) is a B2B marketing strategy that targets specific high-value accounts by tailoring personalized messages and content.

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.

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.

When adopted for marketing, personalization refers to the development of customized experiences for individual users.

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.

Client centricity is a business strategy that prioritizes the needs, wants, and preferences of clients in every aspect of an organization's operations.

Email nurturing involves sending relevant and personalized emails to prospects at different stages of the sales funnel to establish trust and build relationships.

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.

Mid funnel marketing is the process of guiding potential clients through the consideration phase of the buying journey.

When adopted for marketing, personalization refers to the development of customized experiences for individual users.

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.

Thought leadership is a strategy that involves positioning a business or one of its representatives as an industry expert and trusted source of knowledge.

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.

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.

Buyer intent refers to the mindset of a potential prospect when they are actively looking to make a purchase.

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.

Intent data refers to the information that is collected about a client's online behavior, which is then analyzed to determine their buying intent.

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.

Triple intent is a term used in B2B marketing to describe the convergence of three critical factors: account fit, buying intent, and content engagement.

Channel marketing encompasses the various tactics and strategies brands use to reach their target audience through different channels.

Marketing channels, also known as distribution channels, are the paths through which goods and services move from a provider to a client.

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.

Content marketing is a strategic approach to creating and distributing valuable and relevant content to attract and engage prospects, as well as retain clients.

The content marketing funnel is a model used by businesses to guide clients through the various stages of the buyer's journey.

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.

A call-to-action (CTA) is a marketing technique used to prompt an immediate response from potential clients.

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.

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.

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.

Thought leadership is a strategy that involves positioning a business or one of its representatives as an industry expert and trusted source of knowledge.

User Experience (UX) refers to the overall experience of users with a product or service, particularly in terms of usability and accessibility.

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.

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.

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.

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.

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.

An Ideal Client Profile (ICP) is a description of the type of client who would benefit the most from your product or service.

Market research refers to the process of gathering and analyzing data about a specific market, industry, or product.

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.

Technographics refers to the collection and analysis of data related to the technologies, software, and digital tools used by individuals and organizations.

Email marketing is a form of digital marketing that involves sending promotional or informative messages to a targeted audience through email.

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 nurturing involves sending relevant and personalized emails to prospects at different stages of the sales funnel to establish trust and build relationships.