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Account Based Marketing (ABM)

Intro: Account Based Marketing (ABM) is a strategic approach to marketing that focuses on engaging with high-value accounts and customers. Unlike traditional marketing methods that aim to reach as many people as possible, ABM is all about targeting specific, high-value accounts and tailoring your marketing efforts to them.

Affiliate Marketing

Intro: Affiliate marketing is a type of performance-based marketing where an advertiser pays a commission to affiliates for promoting their products. The affiliate earns money by promoting the advertiser's products and driving sales through their unique affiliate link. This link contains a code that tracks sales and commissions, so the affiliate can receive payment for their efforts.

Attention, Interest, Desire, and Action (AIDA)

Intro: AIDA is a classic marketing and advertising framework that outlines the four key stages a prospect goes through on the path to conversion: Attention, Interest, Desire, and Action. It helps marketers structure messaging and campaigns that guide audiences from initial awareness to taking a desired action, such as making a purchase or signing up.

Buyer (User) Persona

Intro: A Buyer Persona (also known as a User Persona) is a semi-fictional representation of your ideal customer, based on a combination of real data, customer insights, and informed assumptions. Personas help marketers, sales teams, and product teams better understand their target audiences; so they can create more relevant messaging, experiences, and solutions that align with customer needs and behaviors.

ClickThrough Rate (CTR) Intro Clickthrough rate (CTR) is a measure of the effectiveness of an online advertisement or email campaign. It is calculated by dividing the number of clicks on the ad or email by the number of times it is shown (impressions), expressed as a percentage.	Clickthrough rate (CTR) is a measure of the effectiveness of an online advertisement or email campaign. It is calculated by dividing the number of clicks on the ad or email by the number of times it is shown (impressions), expressed as a percentage. Read more about ClickThrough Rate (CTR)
Closed-Loop Marketing Intro Closed-loop marketing is a data-driven approach to marketing that helps businesses optimize their marketing efforts and improve their return on investment. It is a feedback-based system that allows companies to measure the success of their marketing campaigns and make data-driven decisions to improve future campaigns.	Closed-loop marketing is a data-driven approach to marketing that helps businesses optimize their marketing efforts and improve their return on investment. It is a feedback-based system that allows companies to measure the success of their marketing campaigns and make data-driven decisions to improve future campaigns. Read more about Closed-Loop Marketing
Competitive Set Analysis (CompSet Analysis) Intro The goal of a CompSet Analysis, short for "Competitive Set Analysis," is to gain a comprehensive understanding of the competitive landscape, identify opportunities and threats, and formulate informed strategies to improve the organization's competitive position.	The goal of a CompSet Analysis, short for "Competitive Set Analysis," is to gain a comprehensive understanding of the competitive landscape, identify opportunities and threats, and formulate informed strategies to improve the organization's competitive position. Read more about Competitive Set Analysis (CompSet Analysis)
Conversion Rate Optimization (CRO) Intro Conversion rate optimization (CRO) is the process of improving the percentage of website visitors who take a desired action, such as filling out a form or making a purchase.	Conversion rate optimization (CRO) is the process of improving the percentage of website visitors who take a desired action, such as filling out a form or making a purchase. Read more about Conversion Rate Optimization (CRO)
Corporate Identity Intro Corporate identity is the visual representation of a company's brand, including its logo, color palette, typography, and other design elements. It is used to create a consistent and recognizable image for the company, and helps to differentiate it from its competitors.	Corporate identity is the visual representation of a company's brand, including its logo, color palette, typography, and other design elements. It is used to create a consistent and recognizable image for the company, and helps to differentiate it from its competitors. Read more about Corporate Identity
Cost-Based Pricing Intro Cost-based pricing is a pricing strategy in which the price of a product or service is determined by adding a markup to the cost of producing or delivering it. This approach takes into account the various costs associated with the product or service, such as materials, labor, and overhead, and adds a profit margin to determine the final price. Cost-based pricing is a common approach in businesses that operate on thin margins or have a high level of competition, as it allows them to set prices that are competitive while still covering their costs and generating a profit. However, it can be challenging to determine the appropriate markup, and may not always result in the most profitable or competitive pricing strategy.	Cost-based pricing is a pricing strategy in which the price of a product or service is determined by adding a markup to the cost of producing or delivering it. This approach takes into account the various costs associated with the product or service, such as materials, labor, and overhead, and adds a profit margin to determine the final price. Cost-based pricing is a common approach in businesses that operate on thin margins or have a high level of competition, as it allows them to set prices that are competitive while still covering their costs and generating a profit. However, it can be challenging to determine the appropriate markup, and may not always result in the most profitable or competitive pricing strategy. Read more about Cost-Based Pricing
Customer Acquisition Cost (CAC) Intro Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including marketing and sales expenses. It’s a key metric for evaluating the efficiency and profitability of your growth strategies.	Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including marketing and sales expenses. It’s a key metric for evaluating the efficiency and profitability of your growth strategies. Read more about Customer Acquisition Cost (CAC)

Demographics Intro Demographics are statistical data that describe the basic characteristics of a population, such as age, gender, income, education, and location. In marketing, demographic information helps identify and understand target audiences to create more relevant and effective campaigns.	Demographics are statistical data that describe the basic characteristics of a population, such as age, gender, income, education, and location. In marketing, demographic information helps identify and understand target audiences to create more relevant and effective campaigns. Read more about Demographics
Direct Competition Intro In marketing, direct competition refers to the competition between companies that offer similar products or services to the same target market. These companies are considered to be direct competitors because they are competing for the same customers and their products or services are substitutes for one another. Direct competition is an important concept in marketing because it helps companies to understand the market and develop strategies to differentiate themselves from their competitors. This can include things like pricing, branding, and product development.	In marketing, direct competition refers to the competition between companies that offer similar products or services to the same target market. These companies are considered to be direct competitors because they are competing for the same customers and their products or services are substitutes for one another. Direct competition is an important concept in marketing because it helps companies to understand the market and develop strategies to differentiate themselves from their competitors. This can include things like pricing, branding, and product development. Read more about Direct Competition
Direct Mail Intro Direct mail is a type of marketing where businesses send physical promotional materials, such as advertisements, to potential customers through the mail. This can include items like postcards, letters, catalogs, and other types of promotional materials. Direct mail is typically targeted to specific groups of customers based on factors like location, demographics, and previous purchasing behavior. The goal of direct mail is to encourage recipients to take a specific action, such as visiting a store or website, making a purchase, or signing up for a newsletter.	Direct mail is a type of marketing where businesses send physical promotional materials, such as advertisements, to potential customers through the mail. This can include items like postcards, letters, catalogs, and other types of promotional materials. Direct mail is typically targeted to specific groups of customers based on factors like location, demographics, and previous purchasing behavior. The goal of direct mail is to encourage recipients to take a specific action, such as visiting a store or website, making a purchase, or signing up for a newsletter. Read more about Direct Mail
Direct Marketing Intro Direct marketing is a form of advertising where businesses communicate directly with potential customers through a variety of channels, such as email, text messages, social media, websites, and phone calls. This type of marketing is designed to be personalized and targeted to individual customers, with the goal of generating a direct response or action from the recipient. Unlike more general forms of advertising, such as television or print ads, direct marketing is designed to be highly specific and targeted to a specific group of customers. This allows businesses to target their marketing efforts and measure the effectiveness of their campaigns more accurately.	Direct marketing is a form of advertising where businesses communicate directly with potential customers through a variety of channels, such as email, text messages, social media, websites, and phone calls. This type of marketing is designed to be personalized and targeted to individual customers, with the goal of generating a direct response or action from the recipient. Unlike more general forms of advertising, such as television or print ads, direct marketing is designed to be highly specific and targeted to a specific group of customers. This allows businesses to target their marketing efforts and measure the effectiveness of their campaigns more accurately. Read more about Direct Marketing
Display Advertising Intro Display advertising is a form of online advertising that uses images and text to promote a business's products or services. Display ads can appear on a variety of websites and platforms, including social media, news sites, and blogs.	Display advertising is a form of online advertising that uses images and text to promote a business's products or services. Display ads can appear on a variety of websites and platforms, including social media, news sites, and blogs. Read more about Display Advertising

Engagement Rate

Intro: Engagement rate is a metric that is used to measure the level of interaction and involvement that a marketing campaign or piece of content is able to generate from its target audience. It is typically calculated by dividing the number of likes, comments, shares, or other types of interactions by the number of followers or impressions, and then multiplying that number by 100 to express it as a percentage.

Ideal Customer Profile (ICP)

Intro: An Ideal Customer Profile (ICP) is a detailed description of the type of customer that would benefit most from your product or service and deliver the most value to your business in return. A clear ICP guides marketing, sales, and product strategies by focusing efforts on the audiences most likely to convert, retain, and grow.

Inbound Marketing

Intro: Inbound marketing is a type of marketing strategy that focuses on attracting, engaging, and delighting customers through relevant and valuable content and experiences. It is designed to draw potential customers in, rather than actively reaching out to them like traditional outbound marketing methods such as cold calling and advertising.

Key Performance Indicator (KPI)

Intro: Key Performance Indicators (KPIs) are metrics used to measure the success of a business or a specific aspect of its operations. They are essential tools for decision making, as they provide insights into the health of a business and help identify areas for improvement.

Key Results Areas (KRAs)

Intro: Key Results Areas (KRAs) are specific, measurable goals that organizations set to track progress and drive results. They are a critical component of effective business planning and decision making, as they provide a clear understanding of what success looks like for an organization.

Lead Intro A lead is defined as an individual or organization that has shown interest in your product or service through some form of engagement, such as filling out a contact form on your website or attending one of your webinars. This initial interest is the first step towards building a relationship with the lead and turning them into a customer.	A lead is defined as an individual or organization that has shown interest in your product or service through some form of engagement, such as filling out a contact form on your website or attending one of your webinars. This initial interest is the first step towards building a relationship with the lead and turning them into a customer. Read more about Lead
Lead Generation Intro Lead generation is the process of attracting and capturing interest from potential customers (leads) for your product or service, with the ultimate goal of nurturing them into paying customers. It’s a core function of marketing and sales alignment, bridging awareness and revenue growth.	Lead generation is the process of attracting and capturing interest from potential customers (leads) for your product or service, with the ultimate goal of nurturing them into paying customers. It’s a core function of marketing and sales alignment, bridging awareness and revenue growth. Read more about Lead Generation
Lead Nurturing Intro Lead nurturing is the process of building and maintaining relationships with potential customers, with the goal of eventually converting them into paying customers. In marketing, lead nurturing involves providing valuable and relevant content to potential customers at various stages of the sales funnel, in order to move them closer to a purchase decision.	Lead nurturing is the process of building and maintaining relationships with potential customers, with the goal of eventually converting them into paying customers. In marketing, lead nurturing involves providing valuable and relevant content to potential customers at various stages of the sales funnel, in order to move them closer to a purchase decision. Read more about Lead Nurturing
Lead Qualification Intro Lead qualification is the process of identifying which leads are most likely to convert into paying customers. In marketing, lead qualification involves evaluating the characteristics of a lead, such as their need for the product or service, their budget, their decision-making authority, and their readiness to make a purchase. By evaluating these factors, businesses can determine which leads are most likely to close, and focus their sales efforts on those leads. Lead qualification helps businesses to prioritize their sales efforts and allocate their resources more efficiently, by focusing on leads that are most likely to convert. It can also help businesses to identify potential challenges or objections that a lead may have, and address those issues early on in the sales process.	Lead qualification is the process of identifying which leads are most likely to convert into paying customers. In marketing, lead qualification involves evaluating the characteristics of a lead, such as their need for the product or service, their budget, their decision-making authority, and their readiness to make a purchase. By evaluating these factors, businesses can determine which leads are most likely to close, and focus their sales efforts on those leads. Lead qualification helps businesses to prioritize their sales efforts and allocate their resources more efficiently, by focusing on leads that are most likely to convert. It can also help businesses to identify potential challenges or objections that a lead may have, and address those issues early on in the sales process. Read more about Lead Qualification
Lifetime Customer Value (LTV) Intro Lifetime customer value (LTV) is a marketing metric that represents the total value that a customer is expected to generate for a business over the course of their relationship with the company. It is typically calculated by multiplying the average purchase value by the number of purchases per year, and then multiplying that number by the average customer lifespan.	Lifetime customer value (LTV) is a marketing metric that represents the total value that a customer is expected to generate for a business over the course of their relationship with the company. It is typically calculated by multiplying the average purchase value by the number of purchases per year, and then multiplying that number by the average customer lifespan. Read more about Lifetime Customer Value (LTV)

Marketing Accepted Lead (MAL) Intro MALs represent a pivotal stage in the customer acquisition process, bridging the gap between marketing-generated interest and sales-ready opportunities.	MALs represent a pivotal stage in the customer acquisition process, bridging the gap between marketing-generated interest and sales-ready opportunities. Read more about Marketing Accepted Lead (MAL)
Marketing Engaged Lead (MEL) Intro In the buyer’s journey, not all leads demonstrate the same level of interest or readiness to engage with your brand. Identifying and nurturing early-stage leads is essential for building a robust pipeline of potential customers. A Marketing Engaged Lead (MEL) represents one of the first stages of interest, where the lead has started to interact with your marketing efforts but may not yet be ready for direct sales engagement. For marketing professionals, MELs serve as the foundation for nurturing strategies that guide leads through the funnel.	In the buyer’s journey, not all leads demonstrate the same level of interest or readiness to engage with your brand. Identifying and nurturing early-stage leads is essential for building a robust pipeline of potential customers. A Marketing Engaged Lead (MEL) represents one of the first stages of interest, where the lead has started to interact with your marketing efforts but may not yet be ready for direct sales engagement. For marketing professionals, MELs serve as the foundation for nurturing strategies that guide leads through the funnel. Read more about Marketing Engaged Lead (MEL)
Marketing Plan Intro A marketing plan is a comprehensive roadmap for your marketing efforts. It outlines your goals, strategies, tactics, and budget for a set period of time, typically one year. A strong marketing plan is the cornerstone of a successful marketing strategy and helps ensure that your efforts are aligned with your overall business goals.	A marketing plan is a comprehensive roadmap for your marketing efforts. It outlines your goals, strategies, tactics, and budget for a set period of time, typically one year. A strong marketing plan is the cornerstone of a successful marketing strategy and helps ensure that your efforts are aligned with your overall business goals. Read more about Marketing Plan
Marketing Qualified Lead (MQL) Intro A Marketing Qualified Lead (MQL) is a pivotal milestone in this process. For marketing professionals, MQLs represent leads who have engaged meaningfully with marketing initiatives and demonstrated a readiness to be passed to the sales team for deeper qualification.	A Marketing Qualified Lead (MQL) is a pivotal milestone in this process. For marketing professionals, MQLs represent leads who have engaged meaningfully with marketing initiatives and demonstrated a readiness to be passed to the sales team for deeper qualification. Read more about Marketing Qualified Lead (MQL)

Paid Media

Intro: Paid media offers businesses a variety of benefits, including increased visibility, better targeting, measurable results, and cost-effectiveness. By leveraging paid search, social media advertising, display advertising, and sponsored content, businesses can reach new audiences, increase brand awareness, and ultimately drive more conversions.

Public Relations (PR)

Intro: Public Relations (PR) is the strategic practice of managing how a company, organization, or individual is perceived by the public. Its primary goal is to build and maintain a positive reputation, foster trust, and shape public perception through earned and owned media rather than paid advertising.

S.W.O.T. Analysis

Intro: Discover the power of S.W.O.T. Analysis for your business. Learn about its definition, how to conduct a S.W.O.T. Analysis, and see real-life examples to understand its impact. Boost your decision-making process with S.W.O.T.

Serviced Available Market (SAM)

Intro: Serviced Available Market (SAM) represents the portion of the Total Addressable Market (TAM) that a business can realistically target and serve with its current products, services, business model, and operational reach. It refines the broad TAM figure into a more practical measure of market opportunity, based on real-world constraints such as geography, regulations, product fit, and distribution capabilities.

Share of Market (SOM)

Intro: Share of Market (SOM) is a marketing and business metric that represents the percentage of total market sales or revenue that a company captures within a defined market. It reflects a brand’s actual performance relative to competitors and is a key indicator of competitive strength, market penetration, and growth potential.

Total Addressable Market (TAM)

Intro: Total Addressable Market (TAM), also known as Total Available Market, represents the total revenue opportunity available if a business were to achieve 100% market share for a specific product or service. It answers the question: “How big is the potential market if we could sell to everyone who might need this?”

Definitions on Marketing