Persona-Based Marketing

Marketo is a marketing automation platform used by B2B marketers to manage lead generation, nurturing, email marketing, and analytics.

Data-driven marketing uses customer data to inform marketing decisions, optimize campaigns, and deliver personalized experiences to consumers.

"Smile and dial" is a high-volume sales tactic where reps make numerous cold calls from a list, often with little to no prior research.

Learn about brand equity, including understanding its importance, building strong brand equity, measuring brand equity, & real-world applications.

Multi-channel marketing uses various platforms—like email, social media, and direct mail—to engage with customers wherever they are.

The awareness stage is the first step in the buyer's journey, where a potential customer realizes they have a problem or an opportunity to explore.

Learn about B2B, including what is it, its key elements, the benefits of B2B partnerships, the differences between B2B and B2C, and strategies for effective marketing.

The buyer journey maps the path a potential customer takes, from first learning about a product to the final decision to buy.

Loyalty programs are marketing strategies designed to reward repeat customers. They offer incentives like discounts or exclusive access to encourage retention.

A sales demonstration is a presentation showing a prospect how a product or service works and how it can solve their specific problems.

Sales funnel metrics are key data points that track how effectively you're moving potential customers from awareness to a final purchase.

Sales forecast accuracy is a key metric that compares your predicted sales revenue against the actual sales revenue you ultimately achieve.

A Call for Proposal (CFP) is a document that solicits proposals, often through a bidding process, for a specific project or service.

Net 30 is a common payment term where a client has 30 calendar days from the invoice date to pay for goods or services in full.

Technographics is data that outlines a company’s technology stack, helping B2B teams identify prospects based on the software and hardware they use.

Lead conversion is the process of turning a prospect into a customer by getting them to complete a desired action, such as making a purchase.

Sales team management is the process of leading, coaching, and motivating a sales team to achieve its sales goals and drive revenue growth.

Remote sales is selling from a distance. Reps use digital tools to connect with prospects and close deals without meeting them in person.

Target Account Selling is a focused sales strategy where teams identify and pursue a specific list of high-value accounts.

The buying cycle is the journey a customer takes from first realizing they have a need to making the final purchase decision.

Learn about brag book, including crafting your outstanding brag book, essential components of a brag book, & brag book vs. resume: unveiling the differences.

A Data Management Platform (DMP) is a tech platform used to collect and manage data, mainly for digital marketing and advertising campaigns.

A RESTful API is a web service interface that uses HTTP requests to access and use data, adhering to the constraints of REST architecture.

A drip campaign is a series of automated messages sent to prospects or customers over time to nurture leads and drive engagement.

Inventory management is the process of ordering, storing, and using a company's inventory, from raw materials to finished goods.

Hot leads are prospective customers who have shown significant interest and are ready to buy, making them a top priority for sales teams.

Sales Engineers blend deep technical knowledge with sales acumen, demonstrating a product's value and solving customer problems to drive revenue.

Sales velocity is a key metric measuring the speed at which your company makes money. It shows how fast deals move through your sales pipeline.

An on-premise CRM is a system hosted on a company's own servers, offering complete control over data, security, and system maintenance.

Data warehousing is the process of storing and managing large sets of data from various sources for business intelligence and reporting purposes.

A Sales Manager leads a sales team, setting goals, analyzing performance, and developing strategies to drive revenue and meet targets.

Voice search optimization is the process of optimizing your content, SEO, and online listings to appear in and rank for voice-based searches.

The consideration buying stage is where potential customers have defined their problem and are now actively researching and evaluating solutions.

A tire-kicker is a prospect who shows interest in a product but has no intention of buying, wasting a salesperson's time and resources.

A Representational State Transfer (REST) API is a web service that uses a simple, stateless architecture for systems to communicate online.

Rollback procedures are a set of steps to restore a system to a previous, stable version after a failed update, ensuring minimal disruption.

A version control system (VCS) tracks changes to files over time, allowing you to recall specific versions and collaborate without conflicts.

Lead enrichment tools are platforms that automatically add missing data to your leads, like contact info, firmographics, and buying signals.

Demand capture is the strategy of engaging potential customers who are already actively looking for a solution that your company provides.

Serviceable Addressable Market (SAM) is the portion of the market your business can realistically serve with its current products and sales channels.

Predictive lead generation uses data and AI to find prospects most likely to buy, helping teams focus their efforts on high-value leads.

A spiff is a short-term sales incentive, often a cash bonus, paid directly to a salesperson for selling a specific product or service.

A Virtual Private Cloud (VPC) is a secure, isolated section of a public cloud. It lets you provision your own logically isolated resources.

A sales process is a structured set of steps that a sales team follows to move a prospect from an initial lead to a closed customer.

Content curation involves gathering, organizing, and sharing the most relevant online content on a specific topic for a particular audience.

Robotic Process Automation (RPA) uses software bots to mimic human actions and automate repetitive, rules-based tasks on digital systems.

Data security protects digital information from unauthorized access, corruption, or theft throughout its entire lifecycle.

A Digital Sales Room is a private online space where sellers share all relevant content with buyers to streamline the sales cycle.

A Marketing Qualified Lead (MQL) is a prospect who has shown interest based on marketing efforts but isn't yet ready for a sales conversation.

White labeling is when a company puts its own branding on a product or service that was actually produced by a different company.

Agile methodology is an iterative approach to project management and software development, focusing on delivering value in small, incremental steps.

Smarketing is the process of aligning your sales and marketing teams. This integration focuses on shared goals to improve lead quality and drive revenue.

Sales prospecting is the process of identifying potential customers, or prospects, and initiating contact to convert them into paying customers.

The open rate is the percentage of recipients who opened an email. It's a primary indicator of a subject line's effectiveness.

Inbound lead generation is the process of attracting potential customers to your business with valuable content and tailored experiences.

Discount strategies are pricing tactics used to attract customers and boost sales by temporarily reducing the price of products or services.

Dynamic data is information that updates in real-time. Unlike static data, it reflects the most current state of information automatically.

Enrichment is the process of adding third-party data to your existing customer profiles to get a more complete picture of your leads.

Key Performance Indicators (KPIs) are measurable values that demonstrate how effectively a company is achieving its key business objectives.

Programmatic display campaigns use automation to buy and sell digital ad space in real-time, targeting specific audiences across the web.

Forecasting uses historical data to make informed predictions about future trends, helping businesses anticipate outcomes and plan accordingly.

A sales lead is a potential customer—an individual or organization that has shown interest in your company's products or services.

Sales and marketing analytics involves measuring and analyzing performance data to maximize effectiveness and optimize return on investment (ROI).

Tokenization is the process of breaking down text into smaller units called tokens, such as words or characters, for AI to process.

Siloed describes the isolation of data, teams, or systems within a company, which blocks collaboration and creates operational bottlenecks.

Average Order Value (AOV) tracks the average dollar amount spent each time a customer places an order on your website or mobile app.

A Statement of Work (SoW) is a document that outlines a project's scope, deliverables, and timeline. It acts as a contract between parties.

Territory management is the process of segmenting customers into groups by geography or other factors to optimize sales efforts and resources.

Demand forecasting is the process of predicting future customer demand for a product or service based on historical data and market trends.

“No Spam” is a commitment to sending only relevant, solicited messages. It means avoiding bulk, unwanted emails to respect the recipient's inbox.

De-duping, or data deduplication, is the process of eliminating duplicate copies of data within a dataset to improve accuracy and save space.

Total Audience Measurement (TAM) provides a holistic view of content consumption, tracking viewership across all platforms and devices.

Average Revenue per User (ARPU) is a key performance indicator that calculates the average revenue generated from each user or subscriber.

A Value-Added Reseller (VAR) is a company that adds features or services to an existing product, then resells it as an integrated solution.

A consumer is an individual or entity that buys products or services for personal use, not for resale. They are the final user in a supply chain.

Lead scraping is the process of automatically extracting contact information and other relevant data about potential customers from online sources.

X-Sell, or cross-selling, is a sales strategy of selling additional, related products or services to an existing customer base.

Guided selling simplifies complex sales by giving reps step-by-step instructions and data-driven recommendations to close deals faster.

Sales conversion rate is the percentage of prospects who take a desired action, like making a purchase, turning them into customers.

Sales territory planning is the process of dividing customers into geographic areas to be assigned to specific sales reps or teams.

Customer experience (CX) is a customer's total perception of your business, based on every interaction across the entire customer lifecycle.

A digital strategy outlines how your business will use online channels, data, and technology to achieve its goals and connect with customers.

A sales dialer is software that automates outbound calling for sales teams, allowing reps to connect with more prospects in less time.

Learn about buyer behavior, including understanding the buyer's journey, influencing factors in buyer behavior, & buyer behavior and marketing strategy.

Return on Marketing Investment (ROMI) measures the revenue generated by a marketing campaign relative to the cost of that campaign.

Lookalike audiences are groups of potential customers who share similar characteristics and behaviors with your existing, high-value customers.

Scrum is an agile framework that helps teams structure and manage their work through a set of values, principles, and practices.

Data encryption translates data into another form, or code, so that only people with access to a secret key or password can read it.

Lead generation is the process of identifying and cultivating potential customers for a business's products or services.

Sentiment analysis, or opinion mining, automatically determines the emotional tone behind text—whether it's positive, negative, or neutral.

Git is a distributed version control system that tracks changes in code, allowing developers to collaborate and manage project history effectively.

Customer relationship marketing is a strategy for building lasting connections with customers to foster long-term loyalty and engagement.

An API (Application Programming Interface) is a software intermediary that allows two applications to talk to each other and exchange information.

A marketing automation platform is software that automates marketing actions. It helps manage tasks like email campaigns and lead nurturing.

Video selling uses personalized video messages to engage prospects, build rapport, and guide them through the sales funnel to close more deals.

Email personalization uses subscriber data—like their name, interests, or past behavior—to create highly relevant and targeted email campaigns.

Consumer buying behavior is the study of how individuals select, buy, and use products and services to satisfy their needs and desires.

A weighted sales pipeline forecasts revenue by assigning a closing probability to each deal, giving a more accurate picture of potential income.

SFDC stands for Salesforce Dot Com, a popular cloud-based CRM platform that helps companies manage their customer interactions and data.

Adobe Analytics is a leading web analytics solution for gaining real-time insights into user activity across websites and mobile applications.