🖇️Definitions

A

Account Based Marketing (ABM): A strategic approach in B2B marketing that involves focusing marketing and sales resources on a specific set of key accounts to generate leads and sales.

Authority: Part of the BANT acronym; refers to the decision-making power or influence of the contact within their organization.

B

BANT: An acronym used in B2B contexts, standing for Budget, Authority, Need, and Timing. It's a method used to qualify or score leads and business contacts.

BtoB (B2B): Short for Business to Business, describing activities of a company whose clients are other businesses or professionals.

BtoC (B2C): Short for Business to Consumer, referring to retail business activities directed at consumers.

C

Call to Action (CTA): A marketing practice aimed at prompting an internet user to click on a button, hyperlink, or image to navigate to a landing page, continuing their purchase journey or becoming a lead.

Challenger: A sales approach where the salesperson actively challenges the prospective customer's beliefs and status quo to differentiate themselves and add value.

Conversion Funnel: A term describing the various stages in a customer's purchasing journey or the path followed by an internet user before performing a desired action by a company (e.g., purchase, lead generation). Its analysis helps in understanding and improving conversion rates.

I

Inbound Marketing: A marketing strategy aimed at attracting prospects to a company through the creation of quality content (e.g., whitepapers, infographics, tutorials) to meet their needs and convert them into qualified leads.

K

Key Performance Indicator (KPI): A metric used to measure the performance of actions implemented to achieve a commercial or marketing objective.

L

Landing Page: A web page where a user is directed after clicking on a link, such as a CTA, an email, or an advertisement banner.

Lead: In marketing, a lead is a prospect who has agreed to receive communications from a company.

Lead Nurturing: The process of developing a marketing relationship with potential customers by providing them with relevant, quality content within the conversion funnel.

Lead Scoring: A methodology that assigns scores to an organization’s prospects to rank them, helping understand each lead’s value and their position in the buying cycle.

Lifetime Value (LTV): The total profit expected from a customer over the course of their relationship with a company.

M

Marketing Automation: Techniques and tools used to automate marketing actions or campaigns based on user behavior to optimize lead generation and management.

Marketing Qualified Lead (MQL): A prospect who has engaged in initial actions (e.g., downloading a white paper, subscribing to a newsletter) as part of a marketing automation strategy.

Marketing Ops: Refers to the techniques and resources deployed to achieve short-term goals set by strategic marketing, often through the four main marketing levers: product, price, place, and promotion.

Middle Of The Funnel (MOFU): The stage in the purchase process where a prospect shows interest in a brand and starts engaging with it to become a lead.

Multichannel: An approach using multiple communication channels alternately or simultaneously for marketing a product or managing customer relations.

O

Opportunity: A qualified lead that is considered to have a high potential for closing as a customer, usually identified during the MOFU or BOFU stages.

Outbound Marketing: Traditional marketing strategy involving direct outreach to consumers through advertising and promotional messages. It contrasts with inbound marketing.

P

Persona (Buyer Persona): A semi-fictional character developed to represent the ideal customer based on detailed market research and real data about existing customers.

R

Retargeting: A digital marketing practice aimed at re-engaging visitors who did not complete a purchase or desired action during their last visit to a website.

Return On Investment (ROI): A metric used to evaluate the efficiency of an investment, calculated by comparing the profit earned to the cost of the investment.

S

Sales Qualified Lead (SQL): A prospect that has been further qualified by the sales team after initial engagement, indicating readiness for direct sales efforts.

Smarketing: Referring to the integrated approach where both departments work closely to promote a product or service to potential buyers.

T

Top Of The Funnel (TOFU): Refers to the uppermost part of the sales funnel, where initial customer interest is generated through various marketing efforts.

Conversion Rate: The percentage of users who take a desired action related to marketing efforts, such as signing up for a newsletter or completing a purchase.

Engagement Rate: A metric showing the percentage of people who interact with content (likes, shares, comments, clicks) relative to the total exposed to it.

Bounce Rate: The percentage of visitors who leave a site after viewing only one page, without taking any further action.

Open Rate: The percentage of emails opened by recipients in an email marketing campaign, used to gauge interest in the content.