Glossary

Discover our library of expert definitions for the top B2B digital marketing terms

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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.