Marketing Attribution Model

Email engagement measures how your audience interacts with your emails. It includes key actions like opens, clicks, replies, and forwards.

MOFU, or Middle of the Funnel, is the crucial evaluation stage in the buyer's journey where leads compare solutions to their known problem.

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

Account-Based Sales (ABS) is a focused B2B strategy where sales and marketing teams treat high-value accounts as individual markets of one.

Gated content is premium online material, like an ebook or webinar, that users can only access after providing their contact information.

Account-Based Selling is a B2B strategy where sales and marketing treat high-value accounts as markets of one, using personalized outreach.

A System of Record (SoR) is the authoritative data source for a specific type of data. It acts as the single source of truth for an organization.

Revenue forecasting is the process of estimating a company's future revenue, using historical data and market trends to guide strategic planning.

A horizontal market is one where a product or service is designed to meet a common need for a wide array of customers, regardless of their industry.

Analytics platforms are tools that collect and analyze data from various sources, helping businesses track key metrics and make informed decisions.

A sales script is a pre-written guide of talking points that helps salespeople navigate conversations with potential customers.

Predictive analytics uses historical data, statistical algorithms, and machine learning to identify the likelihood of future outcomes.

Think of a trademark as a brand's unique signature—a word, symbol, or phrase that legally protects its identity and sets it apart from the rest.

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

Load balancing is the practice of distributing incoming network traffic across a group of backend servers, ensuring no single server is overworked.

Chatbots are AI-powered programs that simulate human conversation. They interact with users via text or voice, typically for customer support.

A cold email is an initial outreach sent to a potential customer with whom you've had no prior contact, aiming to introduce your business.

Learn about B2B data erosion, including causes of B2B data decay, strategies to combat data erosion, & measuring the impact of data erosion.

Affiliate marketing is a performance-based model where affiliates earn a commission for promoting another company’s products or services.

Inside sales metrics are quantifiable measures used to track the performance, activities, and effectiveness of an internal sales team.

Customer Retention Cost (CRC) is the total amount a company spends to keep an existing customer over a certain period of time.

Regression analysis is a statistical method for estimating the relationships between a dependent variable and one or more independent variables.

A value statement is a clear, concise declaration of the unique benefits a company provides to its customers, outlining its core purpose.

GDPR compliance means following the EU's strict data protection laws to ensure the secure and lawful handling of personal data.

Interactive Voice Response (IVR) is an automated phone system that uses voice and keypad inputs to interact with callers and route their calls.

Cybersecurity is the practice of protecting computer systems, networks, and data from digital attacks, theft, and unauthorized access.

AI in sales uses smart technology to automate repetitive tasks, analyze customer data, and help sales reps close deals more efficiently.

Marketing analytics involves measuring and analyzing marketing data to understand campaign performance and improve return on investment (ROI).

Learn about ballpark, including estimating with ballpark figures, understanding ballpark estimates in sales, & ballpark estimates vs. precise quotes.

Customer engagement is the ongoing, value-driven relationship a business builds with its customers to foster brand loyalty and awareness.

A competitive landscape is an analysis of your direct and indirect competitors, revealing their strengths, weaknesses, and market positioning.

Copyright compliance is adhering to laws that protect creative works. It involves legally using content by obtaining permission or licenses.

Social proof is a psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation.

Data hygiene is the practice of ensuring your customer data is clean, accurate, and up-to-date by removing duplicates and correcting errors.

Cost Per Impression (CPI) is the price an advertiser pays for each time their ad is displayed to a user, irrespective of clicks.

Serviceable Obtainable Market (SOM) is the portion of the market you can realistically capture with your current resources, sales, and marketing.

Conversational intelligence (CI) is AI technology that analyzes customer conversations to find insights that help sales and support teams improve.

A Software Development Kit (SDK) is a set of tools that allows developers to create applications for a specific software package or platform.

A sales call is a real-time conversation between a salesperson and a prospect, aiming to persuade them to purchase a product or service.

Sales automation uses software to streamline and automate repetitive, manual sales tasks, freeing up reps to focus on selling.

Marketing automation uses software to automate repetitive marketing tasks, such as email marketing, social media posting, and ad campaigns.

User interaction is any action a user takes within a digital interface, like clicking a button, scrolling a page, or filling out a form.

A sales playbook is a guide that outlines your sales process, best practices, and tools to help reps sell more efficiently and consistently.

A hybrid sales model blends traditional and digital sales methods to engage customers across multiple channels and buying preferences.

Cost Per Click (CPC) is a digital advertising model where an advertiser pays a fee each time one of their ads gets clicked by a user.

Learn about break-even, including calculating your break-even point, importance of break-even analysis, & break-even analysis vs. profit margins.

The Dark Funnel describes customer buying activities that are untrackable by companies, such as private chats and word-of-mouth referrals.

Account-Based Marketing (ABM) is a focused B2B strategy where marketing and sales collaborate to target and convert high-value accounts.

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

Gamification applies game mechanics like points, badges, and leaderboards to non-game activities to boost engagement and motivate users.

An early adopter is a user who embraces a new product or technology before the majority, helping to validate and popularize the innovation.

Account-Based Marketing (ABM) benchmarks are key metrics used to measure the performance and success of your targeted account strategies.

Learn about B2B data solutions, including unlocking the power of B2B data, & key components of effective B2B data solutions.

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

A sales quota is a time-bound sales goal for a rep or team, measured in revenue or units sold, to be met within a specific period.

Employee advocacy is the promotion of an organization by its staff members, who share positive messages and content through their personal networks.

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

Learn about B2C2B, including how B2C2B transforms sales, key strategies for B2C2B success, & differences between B2C2B and B2B2C.

Learn about B2B sales, including key strategies for B2B success, types of B2B sales models, & B2B vs. B2C sales: understanding the differences.

Video prospecting is the sales technique of sending personalized videos to potential customers to grab their attention and secure more meetings.

Closed opportunities are potential deals that have concluded. They are categorized as either 'closed-won' (a sale was made) or 'closed-lost'.

A/B testing is a method of comparing two versions of something, like a webpage or email, to determine which one performs better with your audience.

A Sales Director leads a sales team, develops strategies, and is responsible for meeting a company's revenue targets.

Kanban is a visual project management method that uses a board to visualize workflow, limit work-in-progress, and maximize team efficiency.

A sales kickoff (SKO) is an annual event for a sales team to celebrate wins, align on goals, and get motivated for the upcoming year.

“Always Be Closing” (ABC) is a sales mantra meaning every action a salesperson takes should be with the ultimate goal of closing the sale.

A talk track is a script that guides sales reps during calls. It ensures they cover key points and maintain a consistent message with prospects.

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

Functional testing verifies that software performs its intended functions as specified in the requirements, ensuring it works as users expect.

A landing page is a standalone web page created for a marketing campaign. It’s where a visitor “lands” after clicking an ad or email link.

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

Process Builder is a Salesforce automation tool that lets you create 'if/then' business processes with a user-friendly visual interface.

User testing involves observing real users interact with a product to identify usability issues and improve the overall user experience.

Dynamic territories are fluid sales assignments that adjust based on real-time data, ensuring reps can focus on the highest-value accounts.

A Champion/Challenger test pits a new 'challenger' against the current best-performing 'champion' to see which one performs better.

Data-driven lead generation is the process of using data insights to identify, attract, and convert high-quality leads into customers.

Integration testing is a software testing phase where individual modules are combined and tested together to verify their interaction.

Demographic segmentation divides a market into groups based on traits like age, gender, and income, allowing for more targeted marketing efforts.

Market intelligence is the process of collecting and analyzing data about your target market, competitors, and industry to guide business strategy.

Escalations are the process of moving a customer issue or sales opportunity to a more senior or specialized team member for resolution.

Account View-Through Rate (AVTR) is the percentage of target accounts that see an ad and later visit your website without clicking on it.

No Forms is a method for capturing lead data directly from your website visitors' profiles without requiring them to fill out any forms.

Customer churn rate is the percentage of subscribers or customers who cancel their service with a company during a given time frame.

Lead enrichment software adds crucial data to your leads, like contact info and firmographics, to help you better understand and engage them.

A sandbox is an isolated testing environment where new or untrusted code can be run safely without affecting the host device or network.

Sales and marketing alignment means both teams work in sync, sharing goals and data to boost lead quality, conversions, and company revenue.

Cloud storage is a service model where data is stored on remote servers and accessed from the internet, rather than on a local drive.

A small to medium-sized business (SMB) is a company whose employee count and annual revenue fall below certain industry-specific thresholds.

After-sales service is the support provided to customers after they've purchased a product. It includes things like warranties, training, or repairs.

Learn about business process management, including benefits of implementing BPM, steps to effective BPM, common BPM mistakes to avoid, & BPM tools and software.

Account Click-Through Rate (CTR) is the percentage of individuals from a target account who click on a link in an ad, email, or on a webpage.

A firewall is a digital barrier that protects a network by monitoring and controlling traffic, blocking unauthorized access and malicious content.

Real-time data is information processed and made available almost instantaneously, enabling immediate analysis and decision-making.

Marketing Operations (MOps) is the engine of a marketing team, managing the technology, processes, and people to run campaigns effectively.

User Experience (UX) refers to a person's overall feelings and perceptions while interacting with a product, system, or service.

Private labeling is when a company rebrands a product made by a third-party manufacturer and sells it as their own.

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

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

Ramp-up time is the period a new hire takes to get fully up to speed and become a productive member of your go-to-market team.

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.