Persona-Based Marketing

Order management is the end-to-end process of tracking customer orders from placement to fulfillment, ensuring a seamless customer experience.

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.

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

Intent-based leads are potential customers whose online actions—like searches or content engagement—signal a clear interest in buying a solution.

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

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

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.

Buying criteria are the specific requirements and standards a customer uses to evaluate products or services before making a decision.

Buying intent is the collection of online cues and behaviors that signal a prospect is actively researching and moving toward a purchase decision.

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

The marketing mix is the set of marketing tools a company uses to sell products, defined by the 4Ps: Product, Price, Place, and Promotion.

Microservices is an architecture where apps are built as a collection of small, independent services that communicate with each other over APIs.

Channel partners are third-party firms that help market and sell a company's products or services, acting as an indirect sales force.

A Customer Data Platform (CDP) centralizes customer data from all sources to create a complete, unified profile for each individual customer.

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

Sales development is the process of identifying and qualifying potential customers to create a pipeline of sales-ready leads for closers.

Expansion revenue is the extra money a business makes from its current customers via upgrades, new products, or additional services.

A sales funnel is a model illustrating the customer's journey from initial awareness to the final purchase, narrowing down leads at each stage.

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

Monthly Recurring Revenue (MRR) is the predictable, recurring income a business expects to receive each month from all active subscriptions.

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.

Learn about B2B intent data, including how B2B intent data enhances sales strategies, sources of B2B intent data, leveraging B2B intent data for competitiveness.

Employee engagement is the emotional commitment an employee has to their organization, motivating them to contribute to the company's success.

User-generated content (UGC) refers to any form of content, like images, videos, or text, created and shared by users on online platforms.

Docker is a tool that packages applications and their dependencies into isolated environments called containers for easy deployment and scaling.

Single Sign-On (SSO) is an authentication method allowing users to access multiple applications with one set of login credentials.

Objection handling is the process of responding to a prospect's concerns or hesitations about a product or service to move a deal forward.

An enterprise is a large-scale organization, often a corporation, defined by its complex structure and substantial number of employees.

An Ideal Customer Profile (ICP) is a detailed description of the perfect, hypothetical company that would get the most value from your product.

A qualified lead is a prospect vetted as a good fit for your product. They match your ideal customer profile and show genuine interest.

A channel partner is a company that works with a manufacturer or producer to market and sell their products, software, or services to customers.

Email verification is the process of confirming that an email address is valid and deliverable, which helps improve campaign performance.

A canary release is a deployment strategy where new software is rolled out to a small user group first, minimizing risk before a full release.

A headless CMS is a back-end content repository that delivers content via API to any front-end, decoupling the content from its presentation layer.

Key accounts are a company's most valuable customers, vital due to their significant revenue contribution and strategic importance for growth.

Annual Recurring Revenue (ARR) is the predictable income a company expects to receive from its customers over a one-year period.

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

A sales demo is a presentation where a sales rep shows a prospect how a product or service works and solves their specific problems.

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

Closed Lost is a sales term for a deal that didn't go through. The prospect decided not to buy, or the sales team disqualified them.

A marketing play is a repeatable tactic used to achieve a specific marketing goal, like generating leads or driving engagement.

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

Feature flags let you remotely control features in your app without new code. This enables safe testing, gradual rollouts, and quick rollbacks.

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.

A sales dashboard is a visual tool that centralizes and displays key sales data, metrics, and KPIs to help teams track performance and goals.

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

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

Lead generation software helps businesses automate finding and capturing potential customers' contact information to build sales pipelines.

Website visitor tracking collects and analyzes data on user behavior to understand their journey and improve the overall user experience.

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

Learn about B2B data platform, including key benefits of B2B data platforms, choosing the right B2B data platform, challenges in implementing B2B data platforms.

AI data enrichment uses artificial intelligence to automatically enhance and update raw data, making it more complete, accurate, and valuable.

Progressive Web Apps (PWAs) are websites that look and feel like native mobile apps, offering features like offline access and push notifications.

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.

Lead scoring is the process of assigning points to leads based on their attributes and actions to determine their sales-readiness.

Learn about behavioral analytics, including implementing behavioral analytics successfully, & key metrics in behavioral analytics.

Data enrichment is the process of enhancing raw data by adding missing information from other sources, making it more complete and actionable.

Consumer Relationship Management (CRM) is a strategy for managing all of a company's relationships and interactions with its customers.

Load testing is a type of performance testing that determines how a system behaves under both normal and anticipated peak load conditions.

Intent leads are prospects who show buying signals through their online actions, indicating they're actively looking to make a purchase.

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

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

Total Addressable Market (TAM) represents the maximum revenue a company can earn by selling its product or service in a specific market.

A Sales Development Representative (SDR) is a sales specialist who finds and qualifies new leads, building a pipeline for the sales team.

Sales prospecting software automates the process of finding, contacting, and tracking potential customers to help sales teams build their pipeline.

NoSQL ("Not only SQL") databases offer a flexible alternative to relational models, excelling at managing large and unstructured data sets.

Product-Led Growth (PLG) is a business strategy where the product itself drives user acquisition, conversion, and expansion.

A go-to-market (GTM) strategy is an action plan that outlines how a company will reach target customers and achieve a competitive advantage.

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

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

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

Account mapping is comparing your customer list with a partner's to find common prospects and unlock new sales opportunities.

Mid-market companies are businesses larger than small businesses but smaller than large enterprises, often defined by revenue or employee size.

A product champion is an internal evangelist who drives a product's adoption and success by ensuring it solves real problems for their team.

Accounts Payable (AP) is the money a company owes its suppliers for goods or services bought on credit. It's listed as a current liability.

A demand generation framework is a strategic process for creating awareness and interest in your product, ultimately driving new business.

Webhooks are automated messages sent by an app when a specific event occurs. They push real-time data to another app's unique URL.

Lead qualification is the process of determining which prospects are most likely to become paying customers based on predefined criteria.

Objection handling in sales is the process of responding to a prospect's concerns about a product or service to move the deal forward.

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

Triggers are predefined conditions that, when met, automatically launch a workflow or action, ensuring timely and relevant outreach.

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

A Single Page Application (SPA) is a web app that interacts with the user by dynamically rewriting the current page rather than loading new pages.

A knowledge base is a self-serve online library of information about a product, service, department, or topic.

Revenue Operations (RevOps) is a business function that aligns a company's sales, marketing, and customer service teams to drive predictable revenue.

Retargeting marketing is a digital advertising strategy that targets users who have previously interacted with your website or brand online.

A Marketing Qualified Opportunity (MQO) is a lead vetted by marketing as a genuine sales opportunity, ready for direct sales follow-up.

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

SEO, or Search Engine Optimization, is increasing the quantity and quality of traffic to your website through organic search results.

Dynamic pricing is a strategy where businesses set flexible prices for products or services based on current market demands and other factors.

Buyer’s remorse is the sense of regret or anxiety that can arise after making a purchase, often questioning if it was the right decision.

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.

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

A lead list is a curated database of potential customers (leads) with contact information and other key data for sales and marketing outreach.

A Simple Object Access Protocol (SOAP) API is a web service that uses XML to exchange structured information between different applications.

Hadoop is an open-source framework designed for the distributed storage and processing of extremely large data sets across clusters of computers.

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

Cross-selling is a sales tactic of encouraging customers to purchase products or services that are related to what they're already buying.

Event tracking is the method of collecting data on specific user actions, or 'events,' on a website or app, such as clicks or downloads.

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