Marketing.

20 Digital marketing. terms

This glossary helps you to learn some new marketing terms.

analytics: noun; Information resulting from the systematic analysis of data or statistics. "these analytics can help you decide if it's time to deliver content in different ways".; en: analytique
brand positioning: noun; Brand positioning is how you differentiate yourself from your competitors and how consumers identify and connect with your brand. It’s comprised of the key qualities and values that are synonymous with your company.; en: positionnement de la marque
buyer persona: noun; Buyer personas are semi-fictional representations of your ideal customers. Buyer personas should include demographic, psychographic, and behavioral information, and they tend to go more in-depth about the role and influence these people have within their companies, emphasizing their goals and motivations.; en: acheteur persona
buyer’s journey: noun; The buyer’s journey is the progression that a contact follows when researching and purchasing a product. It starts with the awareness stage, when buyers realize they have a problem, moves to the consideration stage, when they evaluate different solutions to that problem, and concludes with the decision stage when they decide which contender best aligns with their needs and objectives and purchase it.; en: parcours de l'acheteur
conversation qualified lead (CQL): noun; Conversational marketing and chatbots are becoming increasingly important in today's marketing landscape. A Conversation Qualified Lead is someone who has expressed interest in buying via a conversation with an employee or a bot. These leads are coming to you with specific questions that they want answers to in real time.; en: Lead qualifié pour la conversation (CQL)
customer success: noun; Customer success is partnering with your customers to help them meet and exceed their goals. It’s a proactive function that aims to help maximize the value customers gain from working with your company so they’re more likely to renew and expand.; en: Succès client
demand generation: noun; Demand generation encompasses — you guessed it! — generating demand for your product or service. More formally, it is the data-driven focus of marketing programs to produce awareness and interest in a company's offerings through the use of technology.; en: génération de la demande
flywheel: noun; The flywheel places customers at the center of a business and highlights the opportunity for repeat business through relationship building and customer service engagement. It represents how you keep your customers coming back leads to the success of your company.; en: volant
growth marketing: noun; Growth marketing is a type of marketing optimization that goes beyond marketing a product and instead helps businesses grow by enabling customer loyalty.; en: marketing de croissance
ideal customer profile (ICP): noun; The ideal customer profile (ICP) defines the firmographic, environmental and behavioral attributes of accounts that are expected to become a company's most valuable customers.; en: profil client idéal (PCI)
inbound marketing: noun; Inbound marketing is a customer-centric approach that focuses on drawing high-fit customers in as opposed to blasting your message to anyone and everyone.; en: marketing entrant
marketing operations: noun; Marketing operations is the function of overseeing an organization's marketing program, campaign planning and annual strategic planning activities. Other responsibilities include technology and performance measurement and reporting and data analytics.; en: opérations de marketing
marketing qualified lead (MQL): noun; A marketing qualified lead (MQL) is the third of six lifecycle stages in the buyer’s journey. MQLs indicate the number of visitors you’ve converted who are good fits for your organization.; en: prospect qualifié en marketing (MQL)
middle of the funnel (MoFu): noun; The middle of the funnel represents the middle stage of the buying process. Buyers have identified that they have a problem and are continuing to do more research; however, now they are looking at content, such as a case study, that brings your business in as a solution to the problem they are trying to solve.; en: milieu de l'entonnoir (MoFu)
revenue operations (RevOps): noun; Revenue operations are the alignment of marketing, sales, and service to drive accountability and increase efficiency across your business. The goal of revenue operations is to provide more predictable outcomes and accelerate your company’s growth by organizing people, data, and processes to help your business run more effectively.; en: opérations de revenus (RevOps)
revenue performance management: noun; Revenue performance management ensures the functions of acquisition, retention, and expansion are aligned to maximize profits within a business.; en: gestion des performances des revenus
sales operations: noun; Sales operations are everything that happens in your CRM and sales acceleration platforms to enable your sales team to communicate effectively with clients and control their sales process.; en: opérations de vente
sales qualified lead (SQL): noun; A sales-qualified lead (SQL) is the fourth of six lifecycle stages (occurring right after the MQL stage) in the buyer’s journey. An MQL is characterized as an SQL when sales agrees with marketing that the contact has demonstrated enough interest and is a good enough fit to initiate a sales conversation.; en: prospect qualifié pour les ventes (SQL)
services operations: noun; Service operations include management of all the workflows, tools, and processes required to maintain and improve the overall customer experience.; en: opérations de services
top of the funnel (ToFu): noun; Even though the flywheel has arrived, the funnel still represents how you turn prospects into customers. The top of the funnel refers to the first stages of the buying process.; en: sommet de l'entonnoir (ToFu)