marketing terminology Flashcards
quality score
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.
Analytics
The discovery and communication of meaningful patterns in data.
B2B
Short for Business-to-Business. Describes companies that sell to other companies.
B2C
Short for Business-to-Customer. Describes companies that sell directly to customers.
Blogging
A core component of inbound marketing, traditionally includes regular entries of commentary, descriptions of events, photos, videos, etc
Business Blogging
Keeps the elements of regular blogging, but adds marketing strategy in an effort to drive traffic to a certain website or to create leads.
ROI
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.
Closed-Loop Marketing
Being able to execute, track, and show how marketing efforts have impacted bottom-line business growth.
Ebook
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.
Top of the Funnel
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.
Middle of the Funnel
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.
Bottom of the Funnel
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.
Inbound Marketing
Refers to marketing activities that draw visitors in, rather than marketers having to go out to get prospects’ attention.
Inbound Link
A link coming from another site to your own website.
KPI
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.
Microsite
Used when marketers want to create a different online experience for their audience separate from their main website.
Mobile Marketing
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.
Digital marketing
is any form of communication aiming to persuade people to purchase a product or service that occurs through some form of digital device.
Brand positioning
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.
Brand awareness
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.
Demand generation
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.
Revenue performance management
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.
Lead nurturing
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.
Flywheel
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.
