marketing terminology

Question 1

quality score

Answer 1

A numerical score assigned by Google AdWords which essentially measures how relevant a keyword is to its associated advertisement and the page with which you directed it. When you set up a new keyword, Google provides an estimate of its quality score, which is later refined via real world click through data.

Question 2

Analytics

Answer 2

The discovery and communication of meaningful patterns in data.

Question 3

B2B

Answer 3

Short for Business-to-Business. Describes companies that sell to other companies.

Question 4

B2C

Answer 4

Short for Business-to-Customer. Describes companies that sell directly to customers.

Question 5

Blogging

Answer 5

A core component of inbound marketing, traditionally includes regular entries of commentary, descriptions of events, photos, videos, etc

Question 6

Business Blogging

Answer 6

Keeps the elements of regular blogging, but adds marketing strategy in an effort to drive traffic to a certain website or to create leads.

Question 7

ROI

Answer 7

Acronym for Return On Investment. A performance measure used to evaluate the efficiency and profitability of an investment, or to compare the efficiency and profitability of multiple investments.

Question 8

Closed-Loop Marketing

Answer 8

Being able to execute, track, and show how marketing efforts have impacted bottom-line business growth.

Question 9

Ebook

Answer 9

Ebooks are a common type of content that many marketers use, often to generate leads. Generally a more long-form content type than blog posts, and go into in-depth detail on a subject.

Question 10

Top of the Funnel

Answer 10

Refers to the very first stage of the buying process. Leads at this stage are just identifying a problem that they have and are looking for more information.

Question 11

Middle of the Funnel

Answer 11

Refers to the stage that a lead enters after identifying a problem. The lead is usually looking to conduct further research to find a solution.

Question 12

Bottom of the Funnel

Answer 12

Refers to a stage of the buying process leads reach when they’re just about to close as a new customer. They’ve identified the problem, have shopped around for possible solutions, and are very close to buying.

Question 13

Inbound Marketing

Answer 13

Refers to marketing activities that draw visitors in, rather than marketers having to go out to get prospects’ attention.

Question 14

Inbound Link

Answer 14

A link coming from another site to your own website.

Question 15

KPI

Answer 15

Acronym for Key Performance Indicator. A type of performance measurement companies use to evaluate an employee’s or an activity’s success. Marketers look at KPIs to track progress toward marketing goals.

Question 16

Microsite

Answer 16

Used when marketers want to create a different online experience for their audience separate from their main website.

Question 17

Mobile Marketing

Answer 17

Refers to the practice of optimizing marketing for mobile devices to provide visitors with time- and location-sensitive, personalized information for promoting goods, services, and ideas.

Question 18

Digital marketing

Answer 18

is any form of communication aiming to persuade people to purchase a product or service that occurs through some form of digital device.

Question 19

Brand positioning

Answer 19

is the way you differentiate yourself from your competitors and how consumers identify and connect with your brand. It’s comprised of the key qualities and values that are synonymous with your company.

Brand positioning can be conveyed through a variety of means including tone and voice, visual design and the way your company represents itself in person and on social media.

Question 20

Brand awareness

Answer 20

is the extent to which people are able to recall and recognize your brand. It has two components: brand recall, which is a measure of how well a brand name is connected to a product class (e.g. Do customers know that Toyota is connected with the product class of cars?), and brand recognition, which is when a consumer recognizes a brand by its attributes (i.e. a company’s logo or brand colors).

Brand awareness encompasses more than its component parts, however. Brand awareness constitutes a scenario when customers can see your brand or product and know that you provide the best solution to their problem.

Question 21

Demand generation

Answer 21

encompasses — you guessed it! — generating demand for your product or service. More formally, it is the data-driven focus of marketing programs to produce awareness and interest in a company’s offerings through the use of technology.

Question 22

Revenue performance management

Answer 22

Revenue performance management ensures the functions of acquisition, retention and expansion are aligned in order to maximize profitability.

Part of the goal of revenue performance management is to break down organizational silos and establish a shared set of data, a shared process and a shared language that enables teams across the company to work toward the common goal of generating revenue.

Question 23

Lead nurturing

Answer 23

is the process of educating and building trust with your prospects in order to guide them through the buyer’s journey. The ultimate goal of lead nurturing is to provide your prospects with a unique experience that keeps them coming back for more — and eventually converts them into customers.

Question 24

Flywheel

Answer 24

Introduced in 2018, the flywheel represents a shift in how marketers think about B2B marketing success. The flywheel places customers at the center of a business and highlights the opportunity for repeat business through relationship building and customer service engagement. It represents how you keeping your customers coming back leads to the success of your company.

Question 25

Buyer persona

Answer 25

are semi-fictional representations of your ideal customers.

Buyer personas should include demographic, psychographic and behavioral information, and they tend to go more in-depth about the role and influence these people have within their companies, emphasizing their goals and motivations.

Question 26

Ideal customer profile (ICP)

Answer 26

An ideal customer profile is a hypothetical description of the type of company that would reap the most benefit from your product or solution. These companies tend to have the quickest, most successful sales cycle, the greatest customer retention rates and the highest number of evangelists for your brand.

Question 27

Sales enablement

Answer 27

Sales enablement is a combination of coaching, tools and content to help your sales team be more efficient and effective. Your sales team needs to be properly enabled to carry out a successful sales strategy.

By providing key elements of sales enablement, you allow your team to work better within an inbound sales process so that they can provide contextually relevant information, carry out helpful conversations and see — in real-time — which of their efforts are working.

Question 28

Account-based marketing (ABM)

Answer 28

Account-based marketing (ABM) is an approach to marketing that flips traditional marketing on its head. Rather than developing buyer personas and then casting a wide net to attract those personas to your brand, ABM focuses on finding ways to engage with people from targeted accounts based on your ideal customer profile (ICP).

ABM is all about sending tailored messages to targeted accounts. Marketing will fuel the strategies behind a successful ABM approach, and sales will provide insight regarding the impact of the interactions marketing is having with the targeted accounts.

Question 29

Contextual marketing

Answer 29

Contextual marketing is a strategy that’s guided by the behaviors and conditions surrounding your marketing efforts so all content is relevant to the person receiving it.

To deliver contextually relevant information, you need to understand the psychographics of your buyer personas to know how to speak to them and what content will resonate with them

Question 30

Word-of-mouth marketing (WOM)

Answer 30

Word-of-mouth marketing (WOM) is the oral or written advocacy of a good or service from a satisfied customer (or evangelist) to a prospective customer. It’s widely considered to be the most effective form of promotion.

Question 31

Conversational marketing

Answer 31

According to Drift, who coined the term “conversational marketing,” it is “the fastest way to move buyers through your marketing and sales funnels through the power of real-time conversations. It builds relationships and creates authentic experiences with customers and buyers.”

Chatbots are the most common channel through which conversational marketing occurs, but you can also leverage social media platforms that allow real-time engagements.