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Glossary

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