This glossary will contain words and expression used in the business world.
Account Intelligence
noun
Overall knowledge you have of a target account, meaning you understand who they are and what they really want and need. Gathering account intelligence typically requires FIRE data (see below) and a mechanism for centralizing data.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Renseignements sur les comptes
account Tiering
noun
Process of segmenting your TAL based on priority and revenue opportunities.
Tier 1: perfect ICP fit, similar to highest value customers.
Tier 2: strong ICP fits but lower lifetime value.
Tier 3: fit most but not all ICP criteria. Worth pursuing but not worth investing significant resources to win.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Hiérarchisation des comptes
brand awareness
noun
Brand awareness is the extent to which people can recall and recognize your brand. It has two components: brand recall, which is a measure of how well a brand name is connected to a product class (e.g. Do customers know that Toyota is connected with the product class of cars?), and brand recognition, which is when a consumer recognizes a brand by its attributes (i.e. a company’s logo or brand colors).
https://www.newbreedrevenue.com/blog/marketing-terms
fr: notoriété de la marque
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.
Brand positioning can be conveyed through a variety of means including tone and voice, visual design, and the way your company represents itself in person and on social media.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: 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.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Personnalité de l'acheteur
buying Committees
noun
Key decision-makers, influencers, and end-users in each of your target accounts.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Comités d'achat
churn rate
noun
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.
To calculate the churn rate, you divide the number of customers lost during a time period by the number of customers you had at the beginning of the time period.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Taux de désabonnement
contextual marketing
noun
Contextual marketing is a strategy that’s guided by the behaviors and conditions surrounding your marketing efforts so all content is relevant to the person receiving it.
To deliver contextually relevant information, you need to understand the psychographics of your buyer personas to know how to speak to them and what content will resonate with them. B2C and B2B content marketers specialize in this strategy.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Marketing contextuel
conversational marketing
noun
According to Drift, who coined the term “conversational marketing,” it is “the fastest way to move buyers through your marketing and sales funnels through the power of real-time conversations. It builds relationships and creates authentic experiences with customers and buyers.”
Chatbots are the most common channel through which conversational marketing occurs, but you can also leverage social media platforms that allow real-time engagements.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Marketing conversationnel
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.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: génération de demande
Digital marketing
noun
Digital marketing is any form of communication aiming to persuade people to purchase a product or service that occurs through some form of digital device. At New Breed, we classify marketing efforts as “digital marketing” when they occur through an internet-connected tool. Examples could be paid advertising, content downloads, or your website as a whole.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: marketing numérique
F.I.R.E
acronym
An acronym that refers to a well-known, four-pronged model of ABM success:
Fit: knowing your target accounts.
Intent: knowing which of your target accounts are actively researching or buying products/solutions.
Relationship: knowing which accounts have the deepest relationship with your company.
Engagement: creating engagement with the right people in the right accounts.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: F.I.R.E
flywheel
noun
Introduced in 2018, the flywheel represents a shift in how marketers think about B2B marketing success. 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.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Volant
ideal customer profile (ICP)
noun
An ideal customer profile is a hypothetical description of the type of company that would reap the most benefit from your product or solution. These companies tend to have the quickest, most successful sales cycle, the greatest customer retention rates, and the highest number of evangelists for your brand. An ICP looks at the firmographics of a company that your business should be targeting.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Profil client idéal (ICP)
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.
Through tactics like blogging, social media, and SEO, inbound marketing attracts customers to your company using helpful, relevant content. Inbound tactics will continue to help your company grow after you’ve finished investing in them (unlike outbound tactics like paid ads or call lists that are more time-bound) and ultimately serve to provide scalable, long-term ROI
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Marketing entrant
lead nurturing
noun
Lead nurturing is the process of educating and building trust with your prospects to guide them through the buyer’s journey. The ultimate goal of lead nurturing is to provide your prospects with a unique experience that keeps them coming back for more — and eventually converts them into customers.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Développement de leads
Net Promoter Score (NPS)
noun
The Net Promoter Score measures how likely someone would recommend your company to others on a 1–10 scale. Using this customer satisfaction metric, you can easily identify how loyal your customers are and divide them into three categories: promoters (9+), passives (7–8), and detractors (0–6).
Checking your NPS regularly allows you to identify ways to improve your product or service.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Score net de promoteur (NPS)
revenue performance management
noun
Revenue performance management ensures the functions of acquisition, retention, and expansion are aligned to maximize profits within a business.
Part of the goal of revenue performance management is to break down organizational silos and establish a shared set of data, a shared process, and a shared language that enables teams across the company to work toward the common goal of generating revenue.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Gestion des performances des revenus
sales enablement
noun
Sales enablement is a combination of coaching, tools, and content to help your sales team be more efficient and effective. Your sales team needs to be properly enabled to carry out a successful sales strategy.
By providing key elements of sales enablement, you allow your team to work better within an inbound sales process so that they can provide contextually relevant information, carry out helpful conversations, and see — in real-time — which of their efforts are working.
https://www.newbreedrevenue.com/blog/marketing-terms
fr: Aide à la vente
Word-of-mouth marketing (WOM)
noun
Word-of-mouth marketing (WOM) is 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.
https://www.newbreedrevenue.com/blog/marketing-terms
