The process of systematically comparing two versions of a web-page, email or advertisement to see which performs better. An example of A/B Testing might be randomly serving visitors two different pages, and measuring the respective click-through rates of both pages.
This type of testing may also be used for paid search advertising. By experimenting with different rotating ads, content that improves the performance of the advertisement can be prioritised over time. A/B testing is an important part of developing optimised content.
Account Based Marketing
/əˈkaʊnt beɪs ˈmɑː(r)kɪtɪŋ/ Noun
Account Based Marketing is the name of a B2B marketing strategy that targets a specific set of accounts with personalised campaigns that are built around the individual accounts being targeted.
The first step of an Account Based Marketing campaign is to identify the clients the business wants to work with, based on various attributes such as market size, industry and location. These prospect companies will comprise a list of ‘target accounts’.The marketing campaign is then personalised for each specific account.Taking in to consideration the specific attributes of the target accounts, marketing materials focus on how the business can meet the specific needs of the account.
/əˈfɪlieɪt ˈmɑː(r)kɪtɪŋ/ Noun
A performance-based type of marketing, Affiliate Marketing describes the practice of a product owner or company paying a commission to promoters for referring new business to their websites or for recommending their product to others. These promoters are known as affiliates.
With the final objective of increasing sales, the company rewards the affiliate for each customer or visitor they bring. Companies often set up affiliate programs, where affiliates can join, find a product or service that they think would be of interest to their audience, and then promote it.The most common channels for affiliate marketing are Pay-Per-Click (PPC) and organic search.
Analytics are sets of data extracted from campaigns to analyse trends and develop actionable insights. In regards to B2B marketing, this involves measuring marketing activities to evaluate trends in order to optimise campaigns over time.
For example, you may use Google Analytics planted in the header of your website to measure where most of the traffic is flowing. You may wish to prioritise content based on these insights. Analytics also form a crucial part of any paid online advertising campaign. The analytics measured allow the operator to adjust spending and strategy to attain the highest return on investment (ROI).
Application Programming Interface (API)
/aplɪˈkeɪʃ(ə)n ˈprəʊɡramɪŋ ˈɪntəfeɪs/ Noun
APIs are a series of programming rules that enable different applications (often built in completely different language or technology) to extract information from one software service and use that information either in their own application. In layman’s terms, APIs are essentially clearly defined methods of communication between various software components.
An adjective used to describe when a business sells to other businesses. Specifically this relates to the marketing activities uses to sell to other businesses for resale or wholesale. The transactions in B2B marketing are notoriously more complex and will often involve selling to a variety of decision-makers within an organisation over a long time.
An adjective used to describe when businesses sell to consumers. Business to consumer marketing is about selling products directly to consumers. As a result, many of the channels and strategies employed in B2C marketing vary greatly from B2B marketing.
A backlink is a link that one website gets from another website. Backlinks have a massive impact on a website’s prominence in search engine ranking.
Search engines use an algorithm that considers many factors to calculate a website’s ranking before displaying results. Backlinks from other high authority websites can significantly push a website’s ranking upwards while those from less authoritative websites can hurt its ranking. Backlinks should be natural, as artificial links, such as those from linking schemes, are most often detected by search engines the website is penalized, which can significantly hurt the site’s ranking. Backlinks are also referred to as inbound links or incoming links.
/ˌbɪɡ ˈdeɪtə/ Noun
Big data is the term used to describe larger, more complex sets of data. These data sets are often so big that traditional data processing software cannot manage them. Big data is analyzed to show trends, patterns and relationships in order to give insight for better strategic business decisions. Businesses analyze big data to enable them to reduce cost prices, develop new products, reduce time for production and for overall smarter decision-making. When used correctly, big data can address business problems that were impossible to tackle some time back.
Black Hat SEO
/blæk hæt ˌesiːˈəʊ/ Noun
Black Hat SEO is also referred to as unethical SEO. It is the use of aggressive SEO tactics and strategies that try to ‘outsmart’ the search engine’s algorithm, rather than using the search engine guidelines to rank organically.
The goal of Black Hat SEO is to make a website to appear more authoritative, or legitimate, than it actually is within a short period of time, to bring quick financial returns for a business. These tactics are eventually noticed by the search engines and are then penalized. This could result in the website not appearing at all in a search result, or appearing very low on the results pages. Black Hat SEO techniques include: keyword stuffing, link schemes, invisible text, doorway pages and use of unnatural backlinks.
A regularly updated website or web-page run by an individual or small group. Often written in a conversational style. Blogging is a crucial element of most organisation’s inbound marketing strategy. Blogs can increase SEO, generate traffic and assist in raising awareness of a company’s goods and services.
Blogging is employed often by B2B marketers, as demonstrating knowledge of an industry, product or service, helps to position a company favourably within the eyes of other B2B purchasers.
Bottom of the Funnel
Refers to the purchasing stage of the sales funnel. The sales funnel itself is representative of the journey a consumer makes from the first point of contact with a business to the eventual purchase.
Bottom of the funnel activities refer to the final sales-ready stage of the lead cycle. This may take the form of a sales team targeting an account using CRM software. Sales ready leads may be invited to talk in person, or made an exclusive offer to encourage them to purchase.
The percentage of visitors of webpage, or those open an email, who later navigate away from the page without clicking any further links. This metric is a very easy way to see how engaged users are. Ideally you want visitors to click-through to another page or follow a specific call to action. Bounce rates vary depending on the content and type. A ‘good’ bounce rate is roughly 40-55%.
A brand is a unique symbol, logo, name, design, word and/or phrase used by a business to distinguish their product or service offering from others, so that it can be easily communicated and marketed.
It’s important to bear in mind, branding is more than the visual representation of a business, a business brand is made up of all the things that attribute to the way the company is perceived, such as how the company interacts with customers, as well as company values, personality, products and culture.
/ˈbaɪə(r) ˈdʒɜː(r)ni/ Noun
The Buyer Journey refers to the cognitive step-by-step buying process that a consumer goes through in order to buy a product. The process starts when the consumer realises they have a need or a problem, considers options of how to solve their problem or fulfill this need and finally makes a purchase decision. These steps can vary depending on the product or service that they require, but the job of the marketer is to encourage prospects through their journey to sale.
A profile that represents your ideal customer. Unlike simply establishing a target audience, buyer personas are a way to personalise your content. By describing your ideal customer, you can write and prepare content specifically targeted towards them.
While knowing your target audience (age, demographic, gender) can help you generally, having painted a specific mental portrait of the ideal buyer will allow you to speak to them in a very specific.
An invitation for a customer to undertake a specific action, instruction or directive. A call-to-action, or CTA, is the key to unlocking your sales funnel. Think of a CTA as the guide for customers to follow. By provoking the customer with irresistible offers, you are slowly nurturing them and bringing them to a point where they are sales ready. CTAs must be specific, have a direct action associated with them and offer a benefit to the user.
A marketing Campaign is a planned set of activities used to promote a product or service. Tools and strategies are the two main parts of a campaign.
- Tools: Tools are the platforms used to carry out the campaign, for example social media, press releases, events, blogs, ebooks, among others. Often B2B marketers will use a combination of these tools, unifying them for the purpose of marketing their products or services cohesively.
- Strategies: For a business to run a successful campaign it needs significant planning beforehand. The plan should be updated based on statistics and data as the campaign progresses and the company works out what is most effective for them.
Cascading Style Sheet (CSS)
CSS is an acronym for Cascading Style Sheet, and it’s what gives your entire website its style, like colors, fonts, and background images. CSS will take your website from a series of unorganised text, icons and images and format it in a way that improves the overall visually appeal of your content.
A percentage rate at which customers stop subscribing. This metric is used in B2B email marketing to determine how many customers are being lost on average per campaign. Your churn rate can indicate whether you should be sending off content more or less often, as well as many other insights.
Clickthrough Rate (CTR)
The metric that identifies the amount of visitors to a page who click a hyperlink compared to the number of visitors total. Clickthrough rates, or CTRs, are vital metrics for measuring the flow if your sales channel. By measuring the CTR of paid advertising and email marketing, for example, you can determine how successfully campaign is running.
Improving your CTR can be done by experimenting with new content and optimising your CTAs. CTR is a staple of most analytics dashboards.
Any form of textual, visual or aural content that makes part of a user’s experience. Content is the lifeblood of inbound marketing. It is used to describe blogs, artwork, advertising copy, podcasts, videos, and much, much more.
Good content will bring your audience to you. As they say in that Kevin Costner film, Field of Dreams, ‘If you build it they will come.’
Content Management System (CMS)
A system that manages the modification and creation of content for multiple users. WordPress is one of the most popular forms of CMS. The whole point of building your website around a CMS is that it allows users to easily edit and change the website without having to trawl through endless code.
/kənˈtent ˈmɑː(r)kɪtɪŋ/ Noun
Content Marketing is a marketing strategy that is focused on creating valuable, relevant and consistent content that is shared with the buyer across channels to educate them about how your company’s products or services can solve their particular problems.
‘Content’ refers to any materials or pieces of information that are released by the company. Content can be shared in various forms such as blogs, social media posts, photos, podcasts, videos and other forms of media. B2B content marketers create content that their target market finds to be valuable; this creates trust and authority. Content can bring in website traffic and lead customer to conversion, so it is often a vital part of a successful inbound marketing strategy.
A Conversion is typically counted when a prospect or lead performs a particular action that is valuable to the business. Conversions on a website actions can include clicking a button to download a resource, making a purchase or completing a lead form.
A description of the steps taken by an anonymous visitor towards becoming a verified lead. The conversion path is a complete description of the sales funnel and buyers journey. It is best thought of as a map of the path you want your visitors to go down.
/kənˈvɜː(r)ʃ(ə)n reɪt/ Noun
Conversion rate is the percentage of website visitors that convert into leads or actual customers. Pages with high conversion rates are performing well while pages with low conversion rates are performing poorly.
Conversion Rate (CVR)
The percentage of visitors who completed undertook a desired course of action. The conversion rate, of CVR, is a metric used to measure acquisitions and conversions. An example of this may be a lead magnet on a landing page. Though many may visit the page, those that download the lead magnet may be much fewer. CVR is a good indication of the overall success of campaign.
Conversion Rate Optimisation (CRO)
Is the systematic and scientific process of increasing the likelihood of your website visitors to undertake a desired action. Conversion rate optimisation, or CRO, involves a range of activities, that may include A/B testing, CTA optimisation or ad rotation, to name a few.
Cost Per Acquisition (CPA)
/kɒst pɜː(r) ˌækwɪˈzɪʃ(ə)n/Noun
Cost Per Acquisition refers to the total cost of converting someone into a customer. It is one of the most important metrics for any marketing department to consider as you need to ensure you’re not spending more money to convert a customer than they’re worth.
Cost Per Impression (CPM)
/kɒst pɜː(r) ɪmˈpreʃ(ə)n/ Noun
Cost Per Impression (CPM) is also known as Cost Per Mille, which is why it is abbreviated to CPM. “Mille” is a Latin word meaning “thousands”. This term is used to quote the price per a thousand views of an advertisement displayed on a website page. For example, a $3 CPM would mean that for $3 your ad would get 1000 impressions.
In this advertising model, advertisers pay for the number of times the ad is displayed regardless of whether it is clicked on or not. Each appearance of the ad counts as an impression.
In simple terms, it is the financial value it costs your marketing organisation to acquire a lead. The cost-per-lead, or CPL, is a key metric for understanding ROI. By optimising you campaigns, you can improve the quality of your marketing spend and hopefully lower your overall CPL.
User generated content that is then edited and prepared to share. As marketing has become less of a one-way communication model and more two-way, interacting engaging with users has become a priority for many organisations.
User generated content allows your stakeholders to engage with your brand, and provide content that can be shared. This type of content is often much more effective as it comes directly from the audience you are trying to target, and makes your audience feel invested in your brand.
Customer Acquisition Cost (CAC)
Total Sales and Marketing cost divided by number of new customers acquired. If your customer acquisition cost, or CAC, is higher than your ROI, then you do not have a sustainable business model. By optimising your campaigns you may be able to lower your CAC over time.
Customer Relationship Management (CRM)
Software that allows the management of relationships and interactions with customers and leads. CRM software is often used by sales teams to manage accounts that the team are targeting. Although information may be relevant to the marketing team, it is often associated with bottom of the funnel activities.
/dɪˈmɑːnd ˌdʒenəˈreɪʃ(ə)n/ Noun
Demand Generation is the B2B marketing processes of building awareness and interest about a company’s product, service, promotion or event. The strategy around demand generation includes promoting awareness of your product, positioning it as relevant in the minds of your customer and mitigating or reducing a customer’s need for evaluation.
The ultimate goal of demand generation is to build and nurture prospects and leads and turn them into long term customers. For this to be effective, marketers use a number of platforms, often combining several channels into one marketing program backed up by a structured sales process.
Direct marketing removes the “middle man” from the marketing process. Put simply, it is a marketing strategy where the business addresses potential customers on a more personal level than other forms of marketing. This means the company doesn’t put advertisements on the internet, on television, billboards or other forms of media that appeal to the general public. Instead they communicate directly to customers through channels such as: mail, telephone calls, text messages, emails, brochures, catalogs and other forms of advertising that are delivered directly to the customer.
Direct marketing messages generally include a call to action, encouraging the recipient to respond via a phone number, reply card or by clicking on a link in an email promotion. The effectiveness of a direct-marketing campaign is measured by tracking the call to action responses.
Personalised content that changes depending on the the viewer. Dynamic content is being used more and more by marketers to personalise interactions with clients. A simple example maybe using cookies and location targeting to change the the name of the city referenced in an advertisement to refer to the user’s location.
More complex forms of dynamic content are being explored to optimise site content. Using machine learning, some companies are experimenting with changing the language of copy over time using A/B testing to improve it over time in an automated fashion. This is only one or many ways dynamic content is being utilised by marketers across the globe.
/ɜː(r)n ˈmiːdiə/ Noun
Digital marketers fit the various types of media available to them into the broad categories: owned, paid, and earned media. Owned media is concerned with communication channels that are within the business’ control, such as websites, blogs, or email. Paid media refers to traditional advertising where ads are purchased. Earned media on the other hand, cannot be bought or owned. Earned Media is gained organically, when a business receives recognition through communication channels like social media and word of mouth.
Electronic version of a printed book. Ebooks are often used by marketers as lead magnets. By collating the best content an organisation has, they can offer visitors a high quality product that will hopefully entice them to surrender their email address and other lead information. Most eBooks do not tend to be longer than 20-30 pages, however some can be the length of a short novel.
A calendar used to define and manage the process of content creation from concept to publication. Editorial calendars are invaluable ways to manage large swathes of content. Not only do they allow you to plan content well in advance, they also allow you to track the content you have already posted.
/ˈiːmeɪl/ Noun, Verb
Messages distributed by electronic means via a network. Email is the most common form of communication in business, as such it is also one of the key tools for B2B marketers. Email marketing itself is a whole branch of B2B marketing, that has been written about in depth.
The number of interactions users have with content, this could be likes, comments, shares, retweets, etc.
A percentage that demonstrates the number of users who interact with a website, email or piece of content. Engagement rate is an excellent metric to determine how well your content is performing. A high number of followers on a social media channel, for example, but a low degree of engagement. Is not as effective as a lower number of followers with a higher degree of engagement. Building engagement is the key to nurturing leads and improving your overall campaign ROI.
An external link, also known as an outbound link, is a hyperlink found on a web page that references another web address, image, or document found on a different website. External links may contain further information that could not be added to the article.
/ˈfeɪsbʊk/ Noun, Verb
To say that Facebook is a ‘a popular online social media platform’ is a bit of an understatement. Facebook is a social phenomenon that has swept the globe. In B2B marketing, Facebook is not an ideal channel as it is mainly a channel directed towards end-consumers.
/ˈfəʊkəs ɡruːp/ Noun
A focus group can be used as a market research technique by businesses to facilitate gathering information about consumers’ beliefs, opinions, attitudes and general perceptions towards their products or services. A focus group should consist of a small number of demographically diverse participants from within the business’ target market. The focus group will be conducted by a moderator or researcher, who will ask questions within the topic or product of interest, letting the participants interact and freely discuss it. The researcher then takes note of the vital points.
The place your page visitors will supply information in exchange for your offer. Forms can be prepared using plugins if you are using WordPress. They may also come in the form of an exit intent pop-up, that appears when users seek to leave a page.
Any element (image, layout, content structure) of your website, application or other digital marketing activity that is confusing, distracting, or causes stress for visitors, causing them to leave your page. Friction is a catchall slang term to describe where your sales funnel is failing you.
Gated Content is online content such as articles, videos, ebooks or white papers that website visitors can only access after filling out a form with certain pieces of personal information such as their name email address or phone number.
Marketers use gated content to generate leads by providing prospects with valuable information in exchange for their contact information. As well as content information, marketers may ask for other demographic or purchase data to help them better understand the prospects’ intent and their decision making process.
Non-gated content is content that is presented to the user upon request. At times, the user may be prompted to sign up or provide data for an incentive, but they can still access the data without providing any information.
Google+ is Google’s online social media platform, originally designed to compete against Facebook. While it is not as popular as Google may have liked it to be, it is still a valuable channel as it integrates directly with Google’s other functions.
Google My Business (GMB)
/ˈɡuːɡ(ə)l maɪ ˈbɪznəs/Noun
Google My Business is a free listing from Google that businesses can use to manage how they appear on Google Search and Google Maps. It’s easy for companies to set up a Google My Business listing – as simple as adding the business name, address and phone number. Creating a Google My Business listing is a good place to start for local SEO, because customers often search for nearby products or services when they are ready to make a purchase. As such, a Google My Business account can help you reach and attract new potential clients
If you do set up a Google My Business account, try to keep your information as accurate, complete, updated and as optimised as possible so that searchers on Google will get the correct information when they search for your company or its products or services.
A phrase preceded by the hash sign (#) used to identify topics of interest on Twitter and other social media platforms. Hashtags were designed to help search functions for users and have since grown in popularity. Hashtags are now being employed on channels where you might least expect it, such as LinkedIn.
An acronym for HyperText Markup Language, a language used to write web pages. HTML is the foundation of the Internet. An understanding of HTML, however basic, can be very helpful for digital marketers, as it allows you greater understanding and control of the online environment.
An impression is when an advertisement, or other form of a business’ content is rendered on a user’s screen. When the ad is fetched from its source and is countable, whether clicked on or not, it is counted as an impression. Counting impressions is a way of accounting for web advertising where the cost is denoted as Cost Per Impression (CPI) / (CPM). A user doesn’t have to see or engage with the post for it to count as an impression.
An inbound link is a hyperlink from another site to your own website. These links are very important for SEO purposes. The more links you have from high-ranking sites, the more of an authority Google ranks your page. These backlinks are the foundation of external SEO campaigns.
Inbound marketing is a B2B buzzword that refers to dedicated marketing activities that aims to draw visitors in,rather than businesses having to go out to get prospects’ attention. Inbound marketing is used predominantly in B2B marketing. Given the long lead cycles involved in B2B marketing, inbound marketing activities provide a resource for leads to return to time again.
Content marketing is a particularly influential part of any inbound marketing strategy. By creating useful content, you will find that customers will come to you when they are ready. Outbound marketing is potentially intrusive and can be met with negative reactions, inbound marketing allows users to visit your product or service at their own pace.
Influencer Marketing is the use of an influential brand ambassador to boost a business’ product or services in order to reach a larger market in a seemingly organic way. The influence on buyers typically comes from the individual’s expertise, popularity, or reputation in the field.
The first step of influencer marketing is for a business to identify individuals that have influence over potential customers. They then focuses a marketing campaign around these influencers, where the influencer will promote their brand’s products or services through a variety of media outlets such as Facebook, Instagram, Blogs, events etc. In order to be effective, the Influencer has to be perceived as a trusted figure within their niche community, have a loyal following and have knowledge or experience about what they are advertising.
A visual representation of information or data. Infographics are a popular way to disseminate information, These pieces of content are often branded and then shared across the Internet.
A free online photo-sharing application and social media platform. Whilst primarily a B2C channel, B2B marketers occasionally find this channel useful depending on the industry.
Key Performance Indicator (KPI)
A quantifiable metric used to evaluate the success of a defined objective. Key performance indicators, or KPIs, are crucial elements of marketing planning and strategy. KPIs must be specific, measurable and timely. Without KPIs, as the old saying goes, how will you ever know when you have arrived?
Keywords are the topics that web-pages get indexed for in search results by engines like Google, Yahoo, and Bing. Keywords are the currency of paid search advertising, as you are bidding on keywords in order to come up first when users type them into Google.
Optimising your site’s content to target keywords is another key SEO tactic. Although, if you stuff your content with too many keywords, Google’s Algorithm may punish you for it.
A web page, often specifically designed, that serves as the entry point for a website. Landing pages are often associated with paid online advertising. If an online ad advertises a specific product or service, a proper suited landing page will refer directly to that offer as opposed to being a general home page.
It is common for landing pages to be A/B tested to improve performance over time. A good landing page with have a high CTR and hopefully very little friction. Landing pages are also best kept simple.
A person or company who has shown a specific interest in a product or service. Leads are the bread and butter of marketing and sales. It is the job of the marketing team to generate and nurture them, and the job of the sales team to convert them. In B2B marketing, there are a range of different types of leads, from prospects, through to Marketing Qualified Leads (MQLs) and finally Sales-Qualified-Leads.
/liːd ˌdʒenəˈreɪʃ(ə)n/ Noun
Lead Generation is the collective name of the methods used by businesses to obtain leads. The process of Lead generation is effectively the starting point of moving prospects through the buyer journey to become customers. This can be done using inbound or outbound marketing strategies.
A ‘Lead’ is a person who has shown interest in a company’s product or service in some way. Therefore, a Lead is generated when you capture information from a prospect, most often from a website entering their contact details on your website so that you can keep in touch and follow up with them.
/liːd ˌdʒenəˈreɪʃ(ə)n/ Noun
A Lead Magnet is the name given to a free incentive that marketers offer potential buyers to encourage them to share an email address, or other piece of contact information. Lead Magnets are usually a piece of downloadable content such as a PDF file or an eBook, but can also come in the form of a free trial or consultation.
The offer should be unique and valuable to the audience and not available publicly. They have to offer enough value to the prospect that they are willing to share their name, phone number or email address for it. This means that your lead magnets should be able to contribute to solving a problem that the prospect has.
A process, essential for any B2B Marketing strategy, with the focus on developing relationships with buyers at each stage of the sales funnel. Lead nurturing, alongside lead generation, is one of the key foundations of B2B marketing. A B2B marketers job is simply to create more and better quality leads.
/liːd skɔː(r)/ Noun
Lead Scoring is a methodology used by marketers to categorize and prioritize their prospects in level of their perceived “worth”. In the Lead Scoring process, marketers rank their prospects against a scale that shows the perceived value that each lead represents, based on their behavior in relation to the business’ products or services.
Lead Scores can be based on information obtained from the leads themselves or from monitoring their behavior, such as web visits, clicks and whitepaper downloads. Lead scoring is important for companies as it helps them to focus on the prospects that are most interested in buying rather than those with just a casual interest in the company. This allows the company to utilize its marketing efforts on a more specified pool of leads to turn them into eventual customers.
A business-oriented social networking site that has become a staple of the B2B marketing mix. LinkedIn provides access to business accounts and professionals. As well as paid advertising, they allow companies to engage in social sharing. The platform also hosts a popular presentation sharing network called SlideShare, which has become a valuable tool for many professionals across the globe.
Lifetime Value (LTV)
A calculation used to determine the long-term net profit attributed to the entire relationship with a customer over time. Lifetime value, or LTV, is a great way to determine whether there is an appropriate ROI for all your sales and marketing efforts. Although you may not break even with in terms of CAC, your customer LTV may pay off in the long term.
Location Based Marketing
/ləʊˈkeɪʃ(ə)n beɪs ˈmɑː(r)kɪtɪŋ/ Noun
Location Based Marketing involves the use of both on and offline marketing tactics that have the aim of targeting consumers based on their geographic locations.
Location Based Marketing can help you get your business in front of consumers when they are most interested in purchasing your product or service. For example, if you have a brick and mortar store, most of your customers will be based locally. You can use Location Based Marketing to ensure only people in a specific post code see your ads in order to increase the likelihood of reaching potential leads.
A long-tail keyword is a targeted search phrase that contains three or more words. By targeting long-tail keywords, you will reach a specific audience. Most users tend to type in three or more keywords in a search. If you target a wide variety of long-tail keywords you are increasing chance of gaining a preferential position for your advertising.
Refers to software designed to automate the actions of marketers. Marketing automation software is used significantly in email marketing, and the two terms are often conflated or confused. Email marketing is an easily automated activity, as such a lot marketing automation software allows users to map out lead nurturing emails and what triggers them.
As AI and machine learning improve the performance of automation, this software is becoming used more and more often by marketers to optimise campaigns and nurture leads.
Marketing Qualified Lead (MQL)
/ ˈmɑː(r)kɪtɪŋ ˈkwɒlɪfaɪd liːd / Noun
A Marketing Qualified Lead is a lead that has been deemed more likely to become a customer compared to other leads. A lead becomes a marketing qualified lead when they have indicated greater interest a brand and their marketing efforts. This comes from monitoring their information and behavior based on what web pages they have visited, what they’ve downloaded, and other engagement with the business’ content. Each types of engagement can be assigned point values based on how valuable their action is to the business, in order to form the basis of a lead scoring system.
Passing only Marketing Qualified Leads to the Sales department for closing can improve the productivity of the sales team and help them to remain focused on their objectives.
/ ˈmɑː(r)kɪt ˈseɡmənt / Noun
A Market Segment is a category of customers who have common characteristics that are identified and brought together by a business for marketing purposes. Segments are identified by a business after fully understanding the needs, lifestyles, demographics and personality of the target consumer, who can be an individual, family, business, organisation or community. Every market segment is unique, and marketers will approach each segment differently using techniques that are most relevant for that segment.
A cross between a landing page and separate website. Similar to a landing page, but may have a separate domain or subdomain name. Microsites are useful if you wish to distinguish a brand from it’s parent brand.
Middle of the Funnel
This refers to the stage that a lead enters after identifying a problem and begin engaging with your brand. The sales funnel itself is a description of the overall buyer’s journey from the first point of contact to the final purchase.
The middle of the funnel activities typically refer to lead nurturing and improving engagement with the brand. Email marketing, remarketing, and targeted advertisements are typical activities associated with this part of the sales funnel.
/ ˈməʊbaɪl ˈmɑː(r)kɪtɪŋ / Noun
Mobile Marketing is a digital marketing strategy aimed at reaching a target audience on their smart phones, tablets, and other mobile devices. This can be done through a number of channels including websites, email, SMS, social media, and apps.
Marketers use mobile marketing to provide customers or potential customers with personalised, time and location-sensitive information that promotes their goods and services. Effective mobile marketing means understanding the mobile audience and designing strategic campaigns with mobile platforms in mind.
/ ˈməʊbaɪl ˌɒptɪmaɪˈzeɪʃ(ə)n / Noun
Mobile Optimization is the process of adjusting a business’ website content to ensure that visitors accessing the website from mobile devices have a user-friendly experience. It involves taking a look at site design, site structure, page speed and more. The purpose of mobile marketing is to make sure the business is not losing visitors away, due to the inconveniences in accessing the website’s content through their mobile devices. It is vitally important, as today’s consumers are spending more and more time on their mobile devices and using these devices to explore all types of content – according to Google, more searches are now done on mobile devices than on desktops.
A specific form of digital advertising delivery that takes on the form and function of the platform it appears on. Native advertising looks like any old content, much like advertorials in the days of old.
/ ˈnetˌwɜː(r)kɪŋ / Noun
Networking is basically establishing relationships with individuals or groups that share a common interest with you or your business. This can apply to both social and business purposes. Businesses and individuals both keep their connections by maintaining regular communications with their associates. Networking helps to develop professional relationships that may boost future business or an individual’s employment prospects. Networking events, such as industry conferences and seminars, are common practices within professional organizations.
A service by which news is provided on a continuous basis. News feeds are fed information using RSS feeds. News feeds allow information to be disseminated widely and easily. They may also refer to dashboards where news populates the feed.
/ niːʃ / Noun
A niche market is a subset of a larger market with its own specific needs and preferences that are different from the larger market. The customers within a niche have much more in common in terms of needs, wants, and preferences. As such, marketing to a niche is much easier and cheaper than appealing to a broad market.
In today’s digital world, “offers” have a new meaning. Most offers are knowledge-based assets that live behind a lead generation form on a landing page. An offer might come in the form of a competition or a lead magnet (such as an eBook). Offers must be genuinely useful. Poor incentives mean poor campaign results.
The optimisation of outside factors that impact how a web-page is indexed in search results. Off-page optimisation may include creating backlinks, guest-posting or creating off-page communities that link back to your main site.
SEO based solely on a webpage and the various elements within the HTML. On-page optimisation might include updating meta-descriptions, adding internal links to key pages, or improving the word count and keyword concentration. There are hundreds of SEO related activities that can be applied to improve a website’s page ranking.
Marketing activities where traffic is generated naturally over time, as opposed to inorganic traffic that is mainly paid. Organic traffic typically takes a longer time to generate. Often businesses will have a mix of organic and inorganic traffic.
/ aʊtbaʊnd ˈmɑː(r)kɪtɪŋ / Noun
Outbound Marketing is a traditional type of marketing where businesses initiate contact with potential customers, or leads. Outbound marketing techniques include: direct mail, billboards, event sponsorships, trade-show presentations, and advertising through TV, radio and print. As a practice, outbound marketing is becoming less widely used in favour of digital channels, which are much more targeted and measurable.
/əʊn ˈmiːdiə/ Noun
Owned Media refers to the digital marketing channels that a business has total control over. Examples of owned media include: websites, social media profiles, mobile apps, newsletters, brochures, pamphlets etc. Content put out by a business also falls under ‘owned media’, for example blog posts are owned media because they are part of the business’s website. The same goes for social media posts done from the business’s social media accounts such as Facebook posts or tweets on Twitter. However any ads put on social media sites are not considered as owned media as the business has to pay the channel to display them. This type of media is referred to as paid media.
A request to load a single web page on the internet. Page views are a metric used in analytics to measure how much traffic is flowing to a page. This metric can also be helpful to measure blogs for high performing content.
Paid Media refers to any type of media that is paid for. Paid Media often helps drive traffic to a brand’s owned media channels. There are a variety of paid techniques a business can use to amplify its owned media, for example, social media sites such as Facebook and LinkedIn have advertising opportunities that a business can pay for to boost their exposure. Google and other search engines also have various paid advertising options to target users online.
The amount it costs to get a digital advertisement clicked (as opposed to Pay-per-impression). Pay-per-click, or PPC, advertising is the most common billing methods for search advertising.
An online image sharing social network. Although a popular social media channel, it is very rarely used for B2B marketing purposes.
/ ˈprɒspekt / Noun
A prospect is a lead (this could be a person, a company or a part of an organisation) that has shown more interest in a company’s product or services than other leads. Leads are qualified as prospects if they are within the target market, have the money to buy the product or service and have a willingness to buy.
A code consisting of black modules arranged in a square pattern on a white background used for storing URLs and other information. The popularity and usage of QR codes has waned in recent years in Australia, however it is as possible as ever in other place around the world, such as China.
A prospect who has expressed interest in buying your product according lead qualification scoring. Lead scoring may involve creating a points system for leads based on activities they have performed or characteristics that match the business’ ideal customer-base. A qualified lead is one that is nurtured enough to move on from the middle to the bottom of the sales funnel.
Reach is the total number of users who actually see an advertiser’s content or ad.
An approach to web design that allows for flexible layouts and CSS queries to accommodate various devices. Responsive design has become mandatory for all websites, as most visits to a site are likely to come from mobile or other small-screen devices.
/ riːˈtɑː(r)ɡɪtɪŋ / Noun
Retargeting is the process of showing ads to people who have been on your website, as they browse other sites online. This is made possible with the help of cookies – a small piece of data sent from a website and stored on the user’s computer by the user’s web browser. Cookies allow businesses to track the visitors to your website. You can then target them with display or search ads. The main goal for retargeting is to encourage visitors to come back to your site and convert.
Return On Investment (ROI)
A performance measurement calculation used to evaluate the efficiency and profitability of a marketing activity investment (we marketers try to avoid calling it a cost). Return on investment, or ROI, is key to developing a sustainable marketing campaign, as well as explaining your budget to executives and clients.
/riːtwiːt/ Verb, Noun
A re-posting of a tweet posted by another user on the digital platform Twitter. Twitter is not a common B2B marketing platform, and is not as popular in Australia as it is in the United States for example.
/ seɪl ˈfʌn(ə)l /
The ‘Sales Funnel’ refers to the process that customers go through as they move from considering product to becoming a customer. It is a visual representation that illustrates the steps a prospect is likely to take from being a stranger, to a lead, then a prospect and eventually a customer. It is shaped like an inverted triangle, whereby the width of each part of the funnel reflects the audience size, with the top of the funnel being the widest and the bottom being the smallest. The funnel assists marketers to understand their sales process and measure the conversion success between each step of the funnel.
Sales Qualified Lead (SQL)
/ seɪl ˈkwɒlɪfaɪd liːd / Noun
A Sales Qualified Lead (SQL) is a prospective customer or lead that is worthy of a direct follow-up by the sales team. The prospect is usually researched and evaluated first, by the marketing department and then by the sales team and deemed to be qualified for the next level in the sales process. Every company has different criteria for what an SQL looks like, as it is determined by the company’s individual lead management process.
Search Engine Marketing (SEM)
/sɜː(r)tʃ ˈendʒɪn ˈmɑː(r)kɪtɪŋ / Noun
Search Engine Marketing refers to marketing using search engines such as Google and Bing. This can be through paid advertisements or SEO. Both practices increase a website’s visibility in search engine results pages (SERPs). Keywords are important for SEM, just as they are for SEO, and comprehensive Keyword Research is the key to running any successful search engine marketing campaign.
Search Engine Optimisation (SEO)
The process of maximising the number of visitors to a website by improving the search ranking of a website. Search engine optimisation, or SEO, is acknowledge as key marketing activity by most businesses. It may take the form of both on-page and off-page optimisation.
Activities associated with SEO include: backlinking, guest-posting, internal link building, content optimisation and much, much more.
Search Engine Results Pages (SERPs)
/sɜː(r)tʃ ˈendʒɪn rɪˈzʌlt peɪdʒ / Noun
Search Engine Results Pages, or SERPs is the name given to the pages that display the list of results served to users when they search for something online using a search engine such as Google. Each result will typically include the linked website title, the linked website URL (Uniform Resource Locator) and a short description of the content in that page. Every SERP is unique, even for searches done on the same particular search engine with the same keywords or phrases. The reason for this is that almost all search engines personalize a user’s experience. They do this by generating results based on a range of factors beyond the search terms, such as the user’s physical location or browsing history. Depending on the number of web pages that contain a particular word or phrase, a SERP might show anywhere from zero to millions of results. The highest-ranking results mainly link to the most useful information.
An email marketing term that refers to a reputation rating for your outgoing mail server IP address. This metric is important for email marketers who wish to avoid ending up in the spam folder of their recipients.
Small-to-Medium Business (SMB)
According to the ABS definition, SMBs are defined as companies that have between 1 and 499 employees. Small to medium businesses make up a majority (96%) of the Australian economy.
A strategy that focuses on aligning Sales and Marketing efforts and activities. This handy piece of slang is commonly used to refer to the divide between the two departments, and bringing them together.
/ smɑː(r)t ɡəʊl / Noun
SMART is an acronym that can be used to set objectives. It stands for: Specific, Measurable, Achievable, Relevant and Time-bound.
A (relatively new) social media application where users send and receive time-sensitive photos and videos known as ‘snaps’. Snapchat is rarely used in B2B marketing, or B2C. Honestly, we’re sure of the point of Snapchat, except for the gamification of ‘streaks’. One of our team is on 168 straight days and counting…
Seriously, do you really need to know what Social Media is? Websites and applications that allow users to create and share content on an interactive platform. Social media management is one of the foundations of modern digital marketing. In terms of B2B marketing, LinkedIn is the most commonly used social media platform.
The phenomenon where people look to the actions of others to determine correct behaviour in any given situation. Often times marketers will use this phenomenon to generate excitement around a product or service. Using reviews, social media and other tactics, it is possible to shape opinions favourably.
Software that is managed and hosted by another company, which stores your information in the cloud. Software as a Service, or SaaS, is increasingly being used for a huge range of business technologies as well as to facilitate marketing technology services.
/ ˈswɒt əˌnæləsɪs / Noun
The term ‘SWOT Analysis’ stands for (Strengths, Weaknesses, Opportunities and Threats analysis). It is a strategic planning technique used to evaluate the internal and external factors that can have an impact on the viability of a project, product, or service. The SWOT analysis is commonly used by businesses to assess initiatives, products or projects and determine how a company can accomplish its objectives, as well as the challenges it must overcome to achieve its goals. Additionally, it can be used to assess a firm’s competitive advantages and disadvantages.
/ˈtɑː(r)ɡɪt ˈɔːdiəns /
A Target Audience is a particular group of consumers in marketing that is identified as the intended group of recipients of an advertisement or message for particular products or services. Marketers design certain messages for each target market based on their characteristics, interests and behaviours. for certain consumers in their target market.
/ ˈθɔ:t ˌli:də(r) / Noun
A Thought Leader is an individual or organization that is identified as being highly informed in a specialized field and whose expertise is sought. In marketing, thought leadership is a form of content marketing where a business provides solutions and answers the questions of the target audience. The providers of this information may be executives, product managers, customer service representatives, sales people or even happy clients. To become perceived as a thought leader, the business will have to produce comprehensive content that exhibits depth of knowledge in a particular field. The end goal is for thought leaders to inspire the target audience to move to the next level of their buying journey.
Top of the Funnel
The early awareness and engagement phase of the sales funnel. The sales funnel itself is the complete journey the buyer takes from the first point of contact to the final purchase.
Top of the funnel activities are associated with the awareness and lead generation phase of a campaign. This may include social media, paid digital advertising, blogs or other content marketing strategies.
/ ˈtræfɪk / Noun
The term ‘Traffic’ refers to the number of users who visit a website. It is a way of measuring how effective a business is in attracting an audience. It’s important to be aware that measuring traffic alone is not necessarily an indication of success, as Traffic is most valuable to a business when it comes from users who are interested in their product or service.
A free microblogging social network. Not commonly used in B2B marketing, but not as rare as some other platforms, such as Pinterest or Snapchat.
A person who visits your website for the first time within a period of time. Unique visitors are used to distinguish between how many visitors are arriving for the first time and how many are repeat visitors.
Short for Uniform Resource Locator; this is the text-friendly (hopefully) address of a piece of information that can be used to find, identify and load a piece of content on the web such as a page, image, or document.
User Experience (UX)
The overall experience an individual has with a particular brand, organisation or business. UX is shorthand for User eXperience and includes the strategy of considering and manipulating a user: from their discovery and awareness of the brand (usually via a website or app) all the way through their interactions including purchase, use, and even advocacy of that brand.
UX design is a whole new philosophy being employed by web developers and marketers. Creating an easy to use interface facilitates the flow of a campaign and avoids friction of the sales funnel.
User Interface (UI)
A form of user-to-technology interface that allows users to easily control a software application or hardware device. Apple are recognised as the leaders in UI since the inception of their Apple computers in 1984 used the now ubiquitous “desktop, trash, files and folders” approach to navigating a personal computer. User interfaces are anything from a web-page to a content management system.
/ ˈvæljuː ˌprɒpəˈzɪʃ(ə)n /
A value proposition articulates the way your whole business operates – from sales to production to service and beyond. It is a promise you make to your prospects and clients, wherein you clearly state how your products and services will be an asset to them. A strong value proposition is the key reason why a buyer decides to purchase product and services from you and not others.
An extremely popular piece of content that is shared widely. Viral content is the Holy Grail of content marketing. Creating popular content is what will eventually drive traffic and sales for your business.
/ ˈwebɪˌnɑː(r) / Noun
A Webinar is also known as an online seminar or a web conference because it uses the internet to interact with people in real time. The business conducts a webinar to talk about something that is of relevance to the audience, who can interact by discussing the particular topic, asking questions and giving their opinions on issues; all in real time. Webinars are also called online events.
A website is a series of connected pages within the overall World Wide Web. Websites are built using programming languages such as CSS and HTML. They may be built on top of a content management system (CMS).
White Hat SEO
/ waɪt hæt ˌesiːˈəʊ/ Noun
White Hat SEO is the opposite of Black Hat SEO. It refers to ethical practices that improve site rankings on a search engine results page (SERP). Techniques used in white hat SEO are within the guidelines stipulated by Google or other search engines, such as: creating original and quality content, implementing keyword research, securing relevant back links, and making your site easy to navigate. These techniques are aimed at getting constant high levels of organic search traffic.
/ waɪt ˈpeɪpə(r) /
A White Paper is an authoritative document intended to fully inform the reader about a particular subject. White papers are data-centric, text-heavy business documents that are typically longer than blog posts but shorter than ebooks. Due to the large amount of data and research needed in order to put them together, white papers are deep reads and tend to have a formal tone. They combine expert knowledge and research into a document that argues for a specific solution or recommendation. If they’re well-written, they’re powerful tools for solving problems, establishing authority, and generating leads.
The passing of information, advice and brand advocacy from person-to-person. Word-of-mouth advertising is organic and the best way to gain leads.
Describes the process and flow of a campaign. Workflows can be mapped out and measured using analytics and other measurement and evaluation methods.
A file that lists URLs for a website. Stored for the purposes of allowing search engines to crawl more efficiently. Optimising your XML sitemap is a tactic employed for SEO purposes.
A popular online video sharing platform. YouTube is owned by the same group that own Google. Content on YouTube is therefore prioritised on Google’s search engine. Many B2B marketers post on this site as part of their video marketing efforts.
/zɪp’ə’diː’duːdɑː/ Noun (Informal)
The song you sing to celebrate a successful B2B marketing campaign!
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