Glossary

B2B Marketing Glossary

Every single B2B Marketing jargon under the sun. Metrics, tactics, concepts, it’s all here.

A

A/B Testing: Comparing two versions of a web page or app to see which one performs better.
Account Expansion: Strategies employed to sell more products or services to existing customers or broaden the scope of existing accounts.
Account-Based Marketing (ABM): Tailored marketing strategy focusing on individual accounts' needs and potential for growth.
Analytics: The systematic computational analysis of data or statistics for business insights.
Attribution Modeling: The process of identifying a set of user actions that contribute in some manner to a desired outcome.

B

Blog: A regularly updated website or web page, typically run by an individual or small group, that is written in an informal or conversational style.
Bounce Rate: The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
Buyer Persona: Semi-fictional characters that represent the ideal customer based on detailed market research.

C

CAN-SPAM Act: A law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them.
Churn Rate: The rate at which customers stop doing business with an entity.
Click-Through Rate (CTR): The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
CMS (Content Management System): A software application used to manage the creation and modification of digital content.
Compliance: Adherence to laws, regulations, guidelines, and specifications relevant to its business.
Content Marketing: Creating and distributing valuable, relevant content to attract and retain a clearly defined audience.
Content Strategy: The planning, development, and management of content—written or in other media.
Conversion Rate Optimization (CRO): The process of increasing the percentage of users who perform a desired action on a website.
CRM (Customer Relationship Management): Technology for managing all your company’s relationships and interactions with customers and potential customers.
Cross-selling: The practice of selling an additional product or service to an existing customer.
Customer Acquisition Cost (CAC): The cost associated in convincing a customer to buy a product/service.
Customer Journey Mapping: The process of visualizing the customer experience across various touchpoints and interactions with a brand.
Customer Lifetime Value (CLTV): A prediction of the net profit attributed to the entire future relationship with a customer.
Customer Retention Rate: The percentage of customers a company retains over a specific period.
Customer Satisfaction (CSAT): A metric that measures how satisfied customers are with a company's products, services, or interactions.
Customer Success: The business methodology of ensuring customers achieve their desired outcomes while using a company's product or service.

E

Email Marketing: The act of sending a commercial message, typically to a group of people, using email.
Engagement Rate: A metric that measures the level of interaction that a piece of created content is receiving from an audience.

G

GDPR (General Data Protection Regulation): A regulation in EU law on data protection and privacy in the European Union and the European Economic Area.
Go-to-Market Strategy: The plan an organization executes to launch a product to the market.

I

Influencer Marketing: Marketing focused on influential people rather than the target market as a whole on social media.

K

KPI (Key Performance Indicator): A measurable value that demonstrates how effectively a company is achieving key business objectives.

L

Landing Page: A standalone web page, created specifically for a marketing or advertising campaign.
Lead Nurturing: The process of developing relationships with buyers at every stage of the sales funnel.
Lead Qualification: The process of determining whether a potential customer meets the criteria to be considered likely to purchase.
Lead Scoring: A methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organisation.

M

Market Segmentation: The process of dividing a market of potential customers into groups, or segments, based on different characteristics.
Marketing Automation: Technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically.

N

Net Promoter Score (NPS): A metric used to measure the likelihood of customers recommending a company, product, or service to others.

P

Pay-Per-Click (PPC): An advertising model where fees are paid only when ads are clicked.
Predictive Analytics: The use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.
Programmatic Advertising: Automated buying and selling of online advertising.

R

Retargeting: Online advertising that targets users who have previously visited a website.
ROI (Return on Investment): A measure used to evaluate the efficiency of an investment.

S

Sales Qualified Lead (SQL): A prospective customer that has been researched and vetted by both marketing and sales teams.
SEO (Search Engine Optimization): Enhancing website visibility in organic search engine results.
Social Media Marketing: Using social media platforms to connect with the audience to build the brand, increase sales, and drive website traffic.

U

Upselling: The practice of encouraging customers to purchase a higher-end product or service than the one in question.

V

Value Proposition: A statement that explains why a customer should choose a particular product, highlighting the unique value it provides.

W

Webinar: An online seminar or workshop.

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