sale and marketing glossary

20 terms

I've made this glossary to learn new words and practice them for my class and career.

Ad extentions
phrase
Specific information you can tack onto your Google Ads to help them perform better. There are several options, including: store location, call button, product pricing, seller rating, app download, and additional website links. Google doesn’t charge extra for having extensions. But it does charge a pay-per-click (PPC) fee when users click on most types of extensions, just like when users click on an ad itself.
Example: Adding an ad extension (like sitelinks, callouts, call extensions, etc.) to a phrase match keyword?
fr: extension de publicité
backlinks
noun
Links on websites other than your own that go back to a page on your website. Backlinks are also called inbound links because they represent traffic coming to your website from somewhere else. The quality and quantity of your backlinks can help you rank higher in search engines such as Google and Bing. This is because your backlinks are considered an indicator of how popular your website is with users.
Example: Our website needs more backlinks to rank higher on Google.
fr: liens retour
Bluebird sales
phrase
A "bluebird" is a sale that came seemingly from nowhere or with unexpected ease. A sales rep might say, "Fortunately, a bluebird flew right in at the end of the quarter, helping me reach my goal."
Example: That large, quick sale from an existing customer was a pure bluebird deal
fr: vente inattendue
Bottom of the Funnel
phrase
A stage of the buying process leads reach when they're just about to close into new customers. They've identified a problem, have shopped around for possible solutions, and are very close to buying.
Example: Bottom of the funnel is a term so it's complicated to include in a phrase. But a exemple is : Get your free trial.
fr: Bas de l'entonnoir
null
call of action
phrase
What you want your target audience to do after receiving your marketing message. The call to action (CTA) clearly articulates the next step: learn more, contact us, shop now, follow us, sign up. A/B testing offers a great opportunity to experiment with different calls to action and optimize your messages with the CTAs that get the best audience response.
Example: Every ad should have a clear call to action.
fr: appel à l'action
Churn Rate
phrase
A metric that measures how many customers you retain and at what value. To calculate churn rate, take the number of customers you lost during a certain time frame, and divide that by the total number of customers you had at the very beginning of that time frame. (Don't include any new sales from that time frame.) For example, if a company had 500 customers at the beginning of October and only 450 customers at the end of October (discounting any customers that were closed in October), their customer churn rate would be: (500-450)/500 = 50/500 = 10%.
Example: The software company's monthly customer churn rate was 5%
fr: taux de désabonnement
null
closed-lost
phrase
When a sales rep closes a deal in which the buyer does not purchase the product or service.
Example: A closed-lost opportunity has reached its final stage in the sales pipeline.
fr: perdu
Closed-won
phrase
When a sales rep closes a deal in which the buyer purchases the product or service.
Example: Our sales team recorded a record number of closed-won deals this quarter, directly contributing to our revenue goals
fr: Vente conclue
Closing ratio
phrase
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. Improving a closing ratio usually requires efforts to bring better-qualified leads into the funnel.
Example: If a sales team has 100 opportunities and closes 25 deals, their closing ratio is 25% (25 / 100 x 100 = 25%).
fr: taux de cloture
Cold calling
phrase
Making unsolicited calls in an attempt to sell products or services. It's also a very inefficient way to find potential customers.
Example: "Hi [Name], it's [Your Name] from [Your Company]" and "The reason for my call is..."
fr: appel a froid
cross selling
phrase
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. An example is when Apple sells you an iPhone and then successfully sells you an Apple iPhone case or a pair of Apple headphones. In this case, a sales rep identifies a need the customer has, and fulfills that need by recommending an additional product. (Cross-selling differs from up-selling; see up-selling.)
Example: Examples: A fast-food employee asking if you want fries with your burger.
fr: vente croisée ou vente additionnelle
Customer acquisition cost
phrase
This is your total Sales and Marketing cost. To calculate, follow these steps for a given time period (month, quarter, or year): 1. Add up program or advertising spend + salaries + commissions + bonuses + overhead. 2. Divide by the number of new customers in that time period. For example, if you spend $500,000 on Sales and Marketing in a given month and added 50 customers that same month, then your CAC was $10,000 that month. (Learn more here.)
Example: The price you pay to win over a new customer
fr: cout d'acquisition client
Customer relationship management
phrase
Software that let companies keep track of everything they do with their existing and potential customers. At the simplest level, CRM software lets you keep track of all the contact information for these customers. But CRM systems can do lots of other things, too, like track email, phone calls, faxes, and deals; send personalized emails; schedule appointments; and log every instance of customer service and support. Some systems also incorporate feeds from social media such as Facebook, Twitter, LinkedIn, and others. The goal is to create a system in which sales reps have a lot of information at their fingertips and can quickly pull up everything about a prospect or existing customer.
Example: Using a CRM system to track sales leads, manage customer interactions, and provide personalized support to improve satisfaction
fr: Gestion de la Relation Client
end user
phrase
The person who uses a product or service. If you make T-shirts, a person wearing your shirt is the end user. If you make websites, the person who hires you is your client or customer and the person using the website is the end user. Either way, do your best to avoid referring to people as “users” in your marketing materials. It’s accurate but not ideal
Example: The software must be easy for the end user to navigate.
fr: utilisateur final
featured snippet
phrase
A section of Google’s search engine results page that tries to answer a question without a person having to click through to another web page. They include Google’s best guess at an answer, the title of the page the answer comes from, the page’s URL, and an image from the page. While featured snippets are designed to save time for the person searching, they’re mostly machine generated and aren’t fact checked.
Example: Our article appears in the featured snippet for that keyword.
fr: extrait optimisé
Gross Rating Points
phrase
A math equation that multiplies the number of times an ad is run by the percentage of the target audience that sees it, multiplied by 100. Gross rating points (GRPs) are commonly used in television ad buying to help media planners decide when and where to place their ads. Though the math is a bit too complicated for this short description, GRPs can be calculated for online ads as well. Some planners find this helpful when determining their media mix of TV and online advertising.
Example: The campaign achieved 150 Gross Rating Points, indicating strong audience reach.
fr: point de couverture brute
Hyperlink
noun
A piece of text or an image on a website that takes you to another web page when you click on it. Hyperlinked text is often blue and underlined, but thanks to CSS, it can appear any way a web designer chooses. Hyperlinks can also link to different areas on the same page (see the jump navigation to the left of this definition), or they can trigger actions with the help of JavaScript (such as launching an overlay screen)
Example: Click on the hyperlink to visit the website
fr: lien hypertexte
JavaScript
noun
A coding language that works with HTML to make dynamic web page content possible. Contact forms, sign-in pages, and shopping carts are all brought to you courtesy of JavaScript. JavaScript is also a key player in responsive web design, which uses the same code for desktop and mobile devices, making the user experience (UX) seamless.
Example: JavaScript is essential for adding interactivity to websites.
fr: JavaScript
List Broker
phrase
A business that specializes in sourcing contact lists that direct marketers can rent for an email or marketing campaign. List brokers typically have access to a huge variety of lists and existing relationships with list owners. They also have expertise in recommending the best lists to use based on your target audience, brand, and marketing goals. In exchange for you renting a list, the list broker typically charges a commission, which the list owner pays for.
Example: The list broker helped the company find the best mailing list for their campaign.
fr: courtier de fichiers ou courtier de listes,
Marketing Collateral
phrase
Digital or print materials that accompany a primary advertising campaign. Before the internet, “collateral” was practically synonymous with “brochures” that supported traditional TV commercials, such as a savings account brochure from your local bank branch. Today, “collateral” can refer to any printed or digital piece that supports and extends a campaign. Common digital collateral includes websites, landing pages, and banner ads.
Example: The marketing collateral includes brochures, flyers, and videos to promote the product.
fr: Support marketing