B2B Marketing terms

The real-time process that decides which eligible ads appear and in what order.

A performance partnership that rewards referrals or attributed outcomes.

The visible clickable words in a hyperlink.

Assigning credit for an outcome to marketing interactions.

Marketing and selling from one organization to another.

A link to a page from another website.

The percentage of sent emails that could not be delivered.

The consistent personality and style expressed through a brand's language.

The average cost of acquiring a new customer.

The percentage of delivered emails that produced at least one click.

The value expected from a customer across the relationship.

A document that defines the purpose audience and requirements for a piece of content.

Creating and distributing useful material to attract and serve an audience.

Writing designed to persuade an audience to think feel or act.

The average amount paid for each ad click.

A system and process for managing customer and prospect relationships.

The percentage of impressions that result in a click.

The sequence of interactions surrounding a customer's need and relationship with a brand.

A third-party score intended to estimate a domain's ranking strength.

Creating and capturing interest in a category problem or solution.

A scheduled series of automated messages delivered over time.

A schedule for planning producing and publishing content.

The ability of legitimate email to reach recipients' inboxes.

Interactions expressed as a percentage of an audience or exposure measure.

Content designed to remain useful beyond a short-lived event or trend.

A highlighted answer that may appear above standard organic results.

Information a company collects directly through its own relationships and properties.

A simplified model of movement from awareness toward a desired outcome.

Google's event-based web and app analytics service.

A word or phrase that represents a searcher's query or a marketer's target.

A metric selected to show progress toward an important objective.

A focused webpage designed around a specific audience and action.

A useful resource offered in exchange for contact information or another opt-in.

Dividing a contact list into meaningful groups for tailored communication.

A specific lower-volume search phrase that often signals precise intent.

Using software and rules to coordinate repeatable marketing actions.

A short page summary that search engines may show in a result snippet.

A lead that meets agreed marketing criteria for likely sales relevance.

A model that distributes conversion credit across multiple recorded interactions.

A term used to prevent ads from matching unwanted searches.

The percentage of delivered emails recorded as opened.

Unpaid social media activity published through a brand or person's account.

Visits earned from unpaid search results.

A link-analysis system that estimates the relative importance of pages.

A concise representation of a meaningful audience type based on evidence.

Defining the distinctive place an offer should hold in a target audience's mind.

The underlying goal a person is trying to accomplish with a search.

Mailbox providers' assessment of a sender's trustworthiness.

Monitoring online conversations to identify themes sentiment and audience needs.

The defined group a marketing effort is designed to reach and influence.

A query-string label used to describe a link's campaign source and context.

A clear explanation of the value an offer provides to a specific audience.