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B2B Marketing Glossary
Every single B2B Marketing jargon under the sun. Metrics,
tactics, concepts, it’s all here.
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A/B Testing
Comparing two versions of a web page or app to see which one performs better.
Digital Marketing
Account Expansion
Strategies employed to sell more products or services to existing customers or broaden the scope of existing accounts.
Sales Alignment
Account-Based Marketing (ABM)
Tailored marketing strategy focusing on individual accounts' needs and potential for growth.
Strategy and Planning
Analytics
The systematic computational analysis of data or statistics for business insights.
Analytics and Performance
Attribution Modeling
The process of identifying a set of user actions that contribute in some manner to a desired outcome.
Analytics and Performance
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.
Content and Social Media
Bounce Rate
The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
Analytics and Performance
Buyer Persona
Semi-fictional characters that represent the ideal customer based on detailed market research.
Strategy and Planning
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.
Legal and Compliance
CMS (Content Management System)
A software application used to manage the creation and modification of digital content.
Marketing Technologies
CRM (Customer Relationship Management)
Technology for managing all your company’s relationships and interactions with customers and potential customers.
Marketing Technologies
Churn Rate
The rate at which customers stop doing business with an entity.
Analytics and Performance
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.
Analytics and Performance
Compliance
Adherence to laws, regulations, guidelines, and specifications relevant to its business.
Legal and Compliance
Content Marketing
Creating and distributing valuable, relevant content to attract and retain a clearly defined audience.
Digital Marketing
Content Strategy
The planning, development, and management of content—written or in other media.
Content and Social Media
Conversion Rate Optimization (CRO)
The process of increasing the percentage of users who perform a desired action on a website.
Digital Marketing
Cross-selling
The practice of selling an additional product or service to an existing customer.
Sales Alignment
Customer Acquisition Cost (CAC)
The cost associated in convincing a customer to buy a product/service.
Analytics and Performance
Customer Journey Mapping
The process of visualizing the customer experience across various touchpoints and interactions with a brand.
Customer Experience
Customer Lifetime Value (CLTV)
A prediction of the net profit attributed to the entire future relationship with a customer.
Analytics and Performance
Customer Retention Rate
The percentage of customers a company retains over a specific period.
Customer Experience
Customer Satisfaction (CSAT)
A metric that measures how satisfied customers are with a company's products, services, or interactions.
Customer Experience
Customer Success
The business methodology of ensuring customers achieve their desired outcomes while using a company's product or service.
Customer Experience
Email Marketing
The act of sending a commercial message, typically to a group of people, using email.
Digital Marketing
Engagement Rate
A metric that measures the level of interaction that a piece of created content is receiving from an audience.
Analytics and Performance
GDPR (General Data Protection Regulation)
A regulation in EU law on data protection and privacy in the European Union and the European Economic Area.
Legal and Compliance
Go-to-Market Strategy
The plan an organization executes to launch a product to the market.
Strategy and Planning
Influencer Marketing
Marketing focused on influential people rather than the target market as a whole on social media.
Content and Social Media
KPI (Key Performance Indicator)
A measurable value that demonstrates how effectively a company is achieving key business objectives.
Analytics and Performance
Landing Page
A standalone web page, created specifically for a marketing or advertising campaign.
Digital Marketing
Lead Nurturing
The process of developing relationships with buyers at every stage of the sales funnel.
Sales Alignment
Lead Qualification
The process of determining whether a potential customer meets the criteria to be considered likely to purchase.
Sales Alignment
Lead Scoring
A methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organisation.
Marketing Technologies
Market Segmentation
The process of dividing a market of potential customers into groups, or segments, based on different characteristics.
Strategy and Planning
Marketing Automation
Technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically.
Marketing Technologies
Net Promoter Score (NPS)
A metric used to measure the likelihood of customers recommending a company, product, or service to others.
Customer Experience
Pay-Per-Click (PPC)
An advertising model where fees are paid only when ads are clicked.
Digital Marketing
Predictive Analytics
The use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.
Analytics and Performance
Programmatic Advertising
Automated buying and selling of online advertising.
Digital Marketing
ROI (Return on Investment)
A measure used to evaluate the efficiency of an investment.
Analytics and Performance
Retargeting
Online advertising that targets users who have previously visited a website.
Digital Marketing
SEO (Search Engine Optimization)
Enhancing website visibility in organic search engine results.
Digital Marketing
Sales Qualified Lead (SQL)
A prospective customer that has been researched and vetted by both marketing and sales teams.
Sales Alignment
Social Media Marketing
Using social media platforms to connect with the audience to build the brand, increase sales, and drive website traffic.
Content and Social Media
Upselling
The practice of encouraging customers to purchase a higher-end product or service than the one in question.
Sales Alignment
Value Proposition
A statement that explains why a customer should choose a particular product, highlighting the unique value it provides.
Strategy and Planning
Webinar
An online seminar or workshop.
Content and Social Media
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