An approach to marketing that flips traditional marketing on its head. Rather than developing buyer personas and then casting a wide net to attract those personas to your brand, ABM focuses on finding ways to engage with people from targeted accounts based on your ideal customer profile (ICP).
B2B (Business-to-business)
Business-to-business marketing refers to the marketing of products or services to other businesses and organizations. It is also known as industrial marketing.
fr: Marketing d'entreprise
Brand positioning
The way you differentiate yourself from your competitors and how consumers identify and connect with your brand.
Example: You can write your brand positioning statement: Brand Positioning Formula: For [your audience], [your brand] is the [your market] that best delivers on [your brand promise] because [your brand], and only [your brand], is [your evidence].
fr: Positionnement
Buyer persona
noun
Semi-fictional representations of your ideal customers.
Example: The Buyer persona our company targets would be a middle aged woman who likes to show online.
fr: Profil du consommateur idéal
Churn rate
Churn rate is a measurement used to calculate customer retention and is significant for recurring revenue companies. It helps companies identify how many customers they lose in a given time period
Example: This company's churn rate is 17% against an industry average of 25%.
fr: Taux de désabonnement
Digital Marketing (E-Marketing)
noun
Advertisement delivered through digital channels such as search engines, websites, social media, email, and mobile apps.
Example: When I was in college, I majored in digital marketing
fr: Marketing Digital
Flywheel
noun
A shift in how marketers think about B2B marketing success. It represents how you keep your customers coming back leads to the success of your company.
Example: The flywheel places customers at the center of a business and highlights the opportunity for repeat business through relationship building and customer service engagement.
Inbound marketing
A customer-centric approach that focuses on drawing high-fit customers in as opposed to blasting your message to anyone and everyone.
Search engine optimization (SEO)
noun
The process of optimizing the content, technical setup, and reach of your website, so that your pages appear at the top of a search engine result for a specific set of keyword terms.
Example: Most businesses have realized that search engine optimization (SEO) is important if you want to succeed on the Internet.
fr: optimisation du moteur de recherche
Word-of-mouth marketing (WOM)
The oral or written advocacy of a good or service from a satisfied customer (or evangelist) to a prospective customer. It’s widely considered to be the most effective form of promotion.