This glossary is a document to help me memorize important marketing terms for my future job
B2B
expression
Business 2 Business. B2B is a term that describes the transactional relationship between provider and client where the provider is a business and the client is another business
Example: Our B2B marketing strategy targets organizations in the manufacturing niche
fr: B2B
B2C
expression
Business 2 Consumer. B2C is a term describes the transactional relationship between provider and client where the provider is a business and the client is an individual consumer.
Example: Our B2C marketing strategy targets new moms.
fr: B2C
Bant
noun
An acronym used in sales for lead qualification that stands for Budget, Authority, Need, Timeline.
Example: B = Budget: Determines whether your prospect has a budget for what you're selling.
A = Authority: Determines whether your prospect has the authority to make a purchasing decision.
N = Need: Determines whether there's a business need for what you're selling.
T = Timeline: Determines the time frame for implementation.
fr: Bant
Bottom of the Funnel
Noun
A stage of the buying process leads reach when they're just about to close into new customers
Example: They've identified a problem, have shopped around for possible solutions, and are very close to buying.
fr: Bas de l'entonnoir
Buyer Behavior
Nouun
The ways a consumer identifies, considers, and chooses products and services.
Example: Buyer behavior is often influenced by the consumer's needs, desires, aspirations, inhibitions, role, social and cultural environment.
fr: Comportement de l'acheteur
Buying Signal
Verb
A communication from a prospect indicating they are ready to make a purchase, either verbal or non-verbal
Example: An example would be them asking the sales rep, "When can it be delivered?"
fr: Signal d'achat
Closing Ratio
Verb
The percentage of prospects that a sales rep successfully close-wins. This ratio is usually used to assess individual sales reps on their short-term performance, but it can also be used to evaluate profits, forecast sales, and so on
Example: Improving a closing ratio usually requires efforts to bring better-qualified leads into the funnel.
fr: Ratio de clôture
Cold Calling
Verb
Making unsolicited calls in an attempt to sell products or services
Example: I found a new potential client by cold-calling people last night
fr: Démarchage téléphonique
Conversion Rate
Noun
The percentage of people who completed a desired action on a single web page, such as filling out a form
Example: Pages with high conversion rates are performing well, while pages with low conversion rates are performing poorly.
fr: Taux de conversion
Cross-Selling
Verb
When a sales rep has more than one type of product to offer consumers that could be beneficial, and s/he successfully sells a consumer more than one item either at the time of purchase or later on.
Example: An example is when Apple sells you an iPhone and then successfully sells you an Apple iPhone case or a pair of Apple headphones.
fr: Vente croisée
Flywheel
Noun
The flywheel is a new way of conceptualizing the sales process, replacing the funnel where customers are thought of as an output.
Example: The flywheel demonstrates that awareness, engagement, and delight can happen at any point during the customer journey and that the best way to achieve growth is to apply force and remove friction in each stage.
fr: Volant
Lead
Noun
A person or company who's shown interest in a product or service in some way, shape, or form. Perhaps they filled out a form, subscribed to a blog, or shared their contact information in exchange for a coupon.
Example: Generating leads is a critical part of a prospect's journey to becoming a customer, and it falls in between the second and third stages of the larger inbound marketing methodology.
fr: une piste
Margin
Noun
The difference between a product or service's selling price and the cost of production.
Example: My margin on this product is 5 $
fr: Marge
Objection
Noun
A prospect's challenge to or rejection of a product or service's benefits, and a natural part of the sales process.
Example: Common objections often have to do with budget, authority, need, and timing (see BANT). How sales reps handle objections plays a big role in determining whether a prospect will buy.
fr: Objection
Pain Point
Noun
A prospect's pain point, or need, is the most important thing for a sales rep to identify in the selling process.
Example: Without knowing a prospect's pain points, they can't possibly offer benefits to help resolve those pain points.
fr: Point de la douleur
Pipeline
Noun
The step-by-step process sales reps go through to convert a prospect into a customer. The sales pipeline is often divided into stages for each step in the sales process, and the sales rep is responsible for moving opportunities through the stages
Example: It can also refer to a visual representation of the sales process, where every open opportunity is arranged based on the sales stage they're in.
fr: Pipeline
Prospecting
Verb
The process of searching for and finding potential buyers. Sales reps (or "prospectors") seek out qualified prospects and move them through the sales cycle.
Example: I did prospecting in this area last week
fr: Prospection
Quota
Noun
A sales goal; a set amount of selling a sales rep is expect to meet over a given time frame, usually a month and/or quarter
Example: My quota is 5000 $ worth of sales per month
fr: Quota
Social Selling
Verb
When sales reps use social media to interact directly with their prospects. They provide value by answering prospects' questions and offering thoughtful content until the prospect is ready to buy.
Example: I did social selling with one of my prospect on Facebook last week
fr: Vente sur les réseaux sociaux
Value Proposition
Noun
Value prop" for short. A benefit of a product or company intended to make it more attractive to potential buyers and differentiates it from competitors.
Example: This product has a value proposition if we compare it to the competition