The Complete B2B Marketing Glossary: Every Term You Need to Know

Introduction

Welcome to the Ultimate Digital Marketing Glossary for B2B Companies! In today’s rapidly evolving digital landscape, understanding the vast array of marketing terms and techniques is crucial for any marketer aiming to thrive in the B2B space. This glossary is designed to provide you with comprehensive insights into the most important digital marketing terms.

From foundational concepts to advanced strategies, our aim is to equip you with the knowledge to navigate the complexities of digital marketing effectively. Whether you’re a seasoned professional looking to refresh your vocabulary or a newcomer starting your journey in B2B marketing, this resource is tailored to help you grasp the nuances of each term with clear definitions and practical examples.

A – B2B Marketing Glossary Terms

ABM (Account-Based Marketing)

ABM is a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.

Example: A SaaS company might use ABM to target decision-makers at large enterprises by customizing marketing messages based on the specific needs and business context of each account.

Affiliate Marketing

Affiliate marketing is a performance-based marketing strategy where businesses pay external partners (affiliates) commissions for directing traffic or sales their way through their own marketing efforts.

Example: A B2B software company offers a commission to bloggers who refer customers that sign up for a demo of their product.

Agile Marketing

Agile marketing is an approach that incorporates methodologies from agile software development into marketing management. It emphasizes flexibility, iterative campaigns, and a focus on customer feedback.

Example: A B2B company uses agile marketing to quickly adapt its campaign strategies based on real-time performance data and audience feedback.

ARR (Annual Recurring Revenue)

Annual Recurring Revenue is a metric that represents the predictable and recurring revenue components of your subscription business on an annual basis. It is a key performance indicator for SaaS companies or any business that operates on a subscription model.

Example: If a SaaS company has 100 customers, each paying a monthly subscription fee of $100, the ARR would be 100 customers x $100/month x 12 months = $120,000.

Average Deal Size

Average Deal Size refers to the average revenue expected from each closed deal. It is calculated by dividing the total revenue by the number of deals over a given period.

Example: If a B2B software company closes 10 deals totaling $500,000 in revenue, the average deal size is $50,000.

Attribution

Attribution in marketing refers to the process of identifying a set of user actions (“events” or “touchpoints”) that contribute in some manner to the desired outcome, and then assigning a value to each of these events.

Example: In B2B marketing, attribution helps demonstrate which marketing activities contribute to lead generation and closing deals.

B

B2B (Business-to-Business)

This term describes businesses whose clients are other companies. B2B transactions generally involve larger amounts and longer sales cycles than B2C.

Example: A company that supplies raw materials to other businesses for production of consumer goods.

Beachhead Marketing

Beachhead marketing involves focusing on capturing a small market area (the “beachhead”) that represents a larger opportunity, usually as a strategy for new market entries.

Example: A B2B tech startup focuses on dominating the healthcare sector with their new security software before expanding to other industries.

Brand Messaging

Brand messaging refers to the underlying value proposition conveyed and language used in your content and communication strategies.

Example: A renewable energy company uses messaging that emphasizes innovation, sustainability, and long-term cost savings.

Brand Positioning

Brand positioning involves designing a company’s offering and image to occupy a distinct place in the mind of the target market.

Example: A cloud services company positions itself as the most secure and reliable option for large financial institutions.

Buyer Persona

A buyer persona is a detailed description of someone who represents your target audience. This persona is fictional but is based on detailed research of your existing or desired audience.

Example: “Marketing Molly,” a mid-level marketing manager in her 30s, who is looking to streamline her digital marketing efforts.

C

Cause Marketing

Cause marketing refers to a type of marketing in which a company and a nonprofit team up to promote each other’s business and social missions. It helps boost the brand’s image and drives sales while supporting a good cause.

Example: A B2B company partners with an environmental nonprofit to promote sustainable business practices and pledges a portion of its sales to the nonprofit.

CLV (Customer Lifetime Value)

Customer Lifetime Value represents the total revenue a business can reasonably expect from a single customer account throughout the business relationship. It considers the revenue generated from the customer minus the costs associated with acquiring and serving them.

Example: If a customer subscribes to a B2B SaaS product with an annual subscription fee of $1200 and the average customer lifespan is 5 years, the CLV could be estimated as $6000, assuming minimal costs for maintenance and support.

Community-Led Growth

Definition: Community-led growth is a strategy that builds growth by fostering a community of users who support, advocate, and spread awareness for the product. This approach involves creating spaces where users can connect, share insights, and drive organic advocacy. Community-led growth thrives when users become brand champions, recommending the product through word-of-mouth and contributing to the brand’s credibility.

Example: A design software company fosters a thriving community where users share tips, tutorials, and creative projects. This active community not only supports new users but also spreads awareness, reducing acquisition costs and increasing customer loyalty.

Competitor Analysis

Competitor analysis is the practice of analyzing the strengths and weaknesses of competing businesses within your market.

Example: Reviewing competitors’ product offerings, market share, and customer reviews to identify areas of opportunity.

Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

Example: A B2B technology firm publishes a monthly whitepaper on emerging tech trends to attract CTOs and tech managers.

Conversion Rate

The percentage of visitors who complete a desired action on a webpage, which can include filling out a form, signing up for a newsletter, or purchasing a product.

Example: If 100 visitors come to a landing page and 5 of them fill out the contact form, the conversion rate is 5%.

Cost Per Acquisition (CPA)

Cost Per Acquisition is a digital advertising metric that measures the aggregate cost to acquire one paying customer on a campaign or channel level. It is a vital metric for assessing the effectiveness of advertising efforts.

Example: If a B2B company spends $1,000 on an online advertising campaign and acquires 10 new customers, the CPA for that campaign is $100 per new customer.

Cost Per Lead (CPL)

CPL is a performance marketing metric that measures the cost of generating a lead who has shown interest in the product or service by completing a task such as filling out a form or signing up for a trial.

Example: A B2B software company spends $500 on a LinkedIn advertising campaign and receives 50 leads, making the CPL $10 per lead.

Cost Per Click (CPC)

Cost Per Click is the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.

Example: A B2B company advertises a new product launch through a Google Ads campaign, where the average CPC is $2.50 per click.

Customer

A customer is an individual or business that has purchased a company’s goods or services. In a B2B context, this typically involves a relationship characterized by ongoing transactions and engagement.

Example: After successfully negotiating terms and signing a contract, a business that purchases an enterprise software license becomes a customer.

CRM (Customer Relationship Management)

CRM is a strategy for managing an organization’s relationships and interactions with potential and current customers.

Example: Using a CRM system to track customer interactions and data to enhance personalized marketing efforts.

Customer Effort Score (CES)

Customer Effort Score is a metric used to measure the ease of service experience with a company. It asks customers to rate the effort required in their interaction.

Example: After resolving a support ticket, a B2B company asks customers to rate how easy it was to get their issue resolved.

Customer Acquisition Cost (CAC)

CAC is the cost associated in convincing a customer to buy a product/service. This is calculated by dividing all the costs spent on acquiring more customers (marketing expenses) by the number of customers acquired in the period the money was spent.

Example: If a B2B company spends $10,000 on marketing in a month and acquires 100 new customers, the CAC is $100 per customer.

Customer Satisfaction (CSAT)

CSAT measures customer satisfaction with a product, service, or experience. It is usually expressed as a percentage scale.

Example: A B2B software company surveys customers post-purchase to rate their satisfaction with the software installation process.

D

Database Marketing

Database marketing involves collecting, analyzing, and leveraging customer data to deliver personalized and targeted marketing messages to a defined audience.

Example: A B2B company uses its customer database to send personalized product recommendations based on past purchase behavior and preferences.

Demand Generation

This is the focus on targeted marketing programs to drive awareness and interest in a company’s products and/or services.

Example: Hosting webinars on how efficiency tools can enhance workplace productivity to generate leads for a software product.

Digital Marketing

Digital marketing encompasses all marketing efforts that use electronic devices or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.

Example: A B2B company employs digital marketing strategies, including SEO and PPC, to drive more traffic to its newly launched product page.

E

Email Marketing

Email marketing involves sending targeted and personalized messages to a list of email subscribers to educate, inform, or persuade them.

Example: A B2B company sends a bi-weekly newsletter featuring industry news, product updates, and special offers to engage its audience.

Engagement Rate

A metric typically used to assess the amount of interaction social content earns relative to reach or other audience figures.

Example: On LinkedIn, if a post receives 200 interactions and has been seen by 1,000 people, the engagement rate is 20%.

Event Marketing

Event marketing refers to the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging in-person or virtual interactions. Event marketing activities can include roadshows, webinars, or large-scale conferences, designed to foster direct engagement with attendees.

Example: A software solutions provider hosts an annual technology conference to demonstrate new products and features to current and potential clients, encouraging networking among industry professionals and delivering keynote presentations that highlight industry trends and company achievements.

Experiential Marketing

Experiential marketing is a strategy that engages consumers using branded experiences. In B2B, this might involve immersive events or interactive online webinars that help the audience connect with the brand on a deeper level.

Example: A software provider hosts a virtual reality demo that lets potential clients explore a digital workspace powered by their products.

F

Freemium vs. Free Trial

Freemium refers to a business model where the basic services are provided free of charge while more advanced features must be paid for. Free trial offers temporary free use of a service in its entirety.

Example: A B2B SaaS platform offers a freemium version with basic features and a 30-day free trial of the premium service.

Funnel

The process through which a company leads its potential customers towards making a purchase.

Example: A B2B sales funnel might start with large-scale outreach efforts and end with one-on-one meetings with prospects.

G

Gamification

Gamification involves applying elements of game-playing (e.g., point scoring, competition) to other activities, enhancing engagement or participation.

Example: A fitness app for businesses incorporates challenges and leaderboards to encourage employee participation and promote wellness.

GTM Shadow

GTM shadowing involves observing and learning the strategies and processes of another company’s go-to-market approach, often within the same industry, to benchmark and gain insights.

Example: A startup shadowing a successful software company’s product launch to refine their own market entry strategy.

GTM (Go-to-Market) Strategy

A GTM strategy is an action plan that specifies how a company will reach target customers and achieve competitive advantage.

Example: A new cloud storage company might develop a GTM strategy that includes targeted offerings for small businesses in the healthcare sector.

H

Hyper-Targeting

Hyper-targeting involves delivering highly personalized messages to a narrowly defined audience based on sophisticated data analytics. Example: Using LinkedIn ads to target individuals with specific job titles within a particular industry.

HTML (HyperText Markup Language)

The standard markup language used to create web pages. Essential for marketers to understand basic HTML to manage web content effectively.

Example: Customizing email templates with HTML to include dynamic elements like personalized greetings.

I – B2B Marketing Glossary Terms

Ideal Customer Profile (ICP)

An Ideal Customer Profile defines the perfect customer for what a company is selling. This description includes company size, industry vertical, location, and other attributes that make them the most likely to benefit from and purchase a product or service.

Example: For a B2B cybersecurity service, the ICP might be large financial institutions that are highly concerned with protecting client data.

Inbound Marketing

Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.

Example: A software vendor publishes expert guides and best practices about digital transformation to attract business leaders.

In-page SEO (aka On-Page SEO)

In-page SEO refers to optimization strategies applied directly within a webpage to improve its position in the search rankings, like optimizing meta tags and content.

Example: Optimizing headings and descriptions with targeted keywords to boost SEO.

Influencer Marketing

A form of marketing where focus is placed on influential people rather than the target market as a whole. It identifies the individuals that influence potential buyers and directs marketing activities around these influencers.

Example: Partnering with a well-known industry expert to promote a new analytics tool via a series of guest blogs.

Intent Data

Intent data refers to insights collected about a potential customer’s online behavior that indicate their interest in buying specific products or services. This data helps marketers and sales teams prioritize leads based on their likelihood to purchase soon.

Example: A B2B software company uses intent data tracking tools to identify companies that have been searching for terms related to their products, allowing for more targeted and timely outreach efforts.

J

Journey Mapping

Journey mapping is creating a visual representation of the process a customer or prospect goes through to achieve a goal with your company.

Example: Mapping the steps a business customer takes from initial awareness of your software to the final purchase and post-purchase support.

K

Keyword Research

The process by which you research popular search terms people type into search engines like Google, and strategically include them in your content.

Example: Identifying popular terms such as “best ERP software for small business” to optimize SEO efforts.

KPI (Key Performance Indicator)

KPIs are measurable values that demonstrate how effectively a company is achieving key business objectives.

Example: For a B2B marketing campaign, common KPIs include lead conversion rates and the number of qualified leads generated.

L

Lead

A lead is an individual or organization that has expressed interest in your product or service in some way. This interest might be demonstrated by actions such as subscribing to a newsletter, downloading content from your site, or attending a webinar. Leads are not yet qualified, meaning they have not been assessed to determine their potential to purchase.

Example: Someone who visits a B2B software company’s website and signs up to receive an email series about best practices in the industry is considered a lead.

Lead Conversion Rate

Lead conversion rate measures the percentage of leads that become actual sales. It is a critical metric to assess the efficiency of the sales funnel.

Example: If a B2B company generates 200 leads and 20 of them result in sales, the lead conversion rate is 10%.

Lead Generation

Lead generation is the process of attracting prospects to your business and increasing interest through nurturing, with the end goal of converting them into customers.

Example: Offering a free ebook download as a lead magnet to collect business emails.

Lead Nurturing

Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel.

Example: Sending a series of personalized emails with useful information and updates to slowly guide a prospect through the buying process.

Lookalike Audience

A lookalike audience is a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.

Example: Using Facebook’s lookalike audience feature to target ads to people similar to your top-spending B2B clients.

LTV (Lifetime Value)

Lifetime Value is similar to CLV and often used interchangeably. It measures the total amount of money a customer is expected to spend in your business, or on your products, during their lifetime. In a SaaS context, this includes recurring revenue from subscriptions, upsells, and cross-sells, minus customer acquisition and retention costs.

Example: A company calculates LTV by estimating that an average customer remains with them for ten years, paying a monthly subscription fee of $50, resulting in an LTV of $6000.

M

Market Analysis

Market analysis is the assessment of the size, trends, and growth potential of a specific industry or market segment.

Example: Analyzing the demand for cybersecurity solutions in the healthcare sector over the next decade.

Marketing Automation

Marketing automation refers to the software that automates your basic marketing operations. It’s often used to automate repetitive tasks such as emails, social media posting, and ad campaigns.

Example: Setting up an email workflow that sends automatic follow-ups to prospects after they download a white paper.

Market Insights

Market insights involve gathering data and analysis to understand market conditions, customer preferences, and competitive dynamics.

Example: Conducting surveys and focus groups to determine the features most desired by enterprise software buyers.

Marketing-Led Growth

Definition: Marketing-led growth focuses on creating brand awareness, generating leads, and nurturing interest through broad-reaching marketing efforts. This strategy often involves multi-channel campaigns, content marketing, and brand storytelling to reach and engage potential customers. By positioning the company as an industry thought leader and drawing in leads at scale, marketing-led growth prepares prospects for sales outreach or self-service options.

Example: A cloud storage provider uses marketing-led growth by running targeted content marketing and SEO campaigns that educate customers on data security. These efforts generate inbound leads, which are then nurtured through email campaigns to move customers toward a purchase decision.

Marketing Mix

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 7 Ps are a common framework: Product, Price, Promotion, Place, People, Process, and Physical Evidence.

Example: A B2B company might adjust its marketing mix by focusing more on professional networking sites for promotion to better reach its target business customers.

Market Qualified Lead (MQL)

Market Qualified Leads are contacts who have engaged with your marketing efforts and are considered more likely to become a customer than other leads, but have not yet been directly qualified by the sales team.

Example: A company representative who downloads a white paper from a B2B website and subscribes to the newsletter might be scored as an MQL based on these interactions.

Mobile Marketing

Mobile marketing is a digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and other mobile devices, through websites, email, SMS, social media, and apps.

Example: A B2B company develops an app that sends push notifications to users about new blog posts or industry news.

MRR (Monthly Recurring Revenue)

Monthly Recurring Revenue is the predictable revenue that a business can expect to receive every month based on its active subscriptions. It is a key metric for any subscription-based model, including SaaS companies.

Example: If a SaaS company has 100 customers paying a monthly fee of $10 each, the MRR is $1000.

MRR Growth Rate

MRR Growth Rate measures the month-over-month percentage increase in monthly recurring revenue. It helps SaaS companies understand the pace at which their revenue is growing.

Example: If the MRR was $10,000 last month and is $10,500 this month, the MRR Growth Rate is 5%.

N

Native Advertising

A method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience.

Example: A B2B company sponsors an article on a popular industry blog that subtly promotes their product within a tutorial on best practices.

Net Promoter Score (NPS)

NPS is a metric used to measure customer experience and predict business growth. This score is derived from asking customers how likely they are to recommend your product or service to others on a scale of 0-10.

Example: A B2B software company surveys its users and calculates an NPS based on their likelihood to recommend the software.

O – B2B Marketing Glossary Terms

Off-page SEO

Off-page SEO involves actions taken outside of your own website to impact your rankings within search engine results pages, primarily through backlinks.

Example: Generating high-quality backlinks from reputable industry websites to enhance your site’s authority.

Opportunity

In sales, an opportunity is a qualified lead that is being actively pursued by the sales team. It represents a higher likelihood of closing based on positive interactions and demonstrated interest from the prospect.

Example: A lead who has requested a detailed proposal or a pricing quote after several engagements with the sales team is considered a sales opportunity.

Opportunity Win Rate

Opportunity win rate is the percentage of sales opportunities that convert into actual sales. It helps businesses understand the effectiveness of their sales funnel.

Example: If a B2B company has 50 sales opportunities and closes 10 of them, the opportunity win rate is 20%.

Omni-channel Marketing

This type of marketing provides a seamless customer experience across multiple channels, including digital and traditional media.

Example: A B2B company uses email, social media, webinars, and direct mail to communicate a consistent message throughout various stages of the customer journey.

P

Pay-Per-Click (PPC)

PPC is a model of internet advertising used to drive traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked. It is commonly associated with first-tier search engines.

Example: A B2B services company runs a PPC campaign on Google Ads to generate leads by targeting specific industry-related keywords.

Performance Marketing

Performance marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers pay marketing companies (affiliates or publishers) when a specific action is completed; such as a sale, lead, or click.

Example: A B2B tech company uses performance marketing to drive software installations, paying for each installation rather than for ad views or clicks.

Pipeline Value

Pipeline value is the total value of all opportunities at various stages in the sales pipeline. It helps forecast future sales and measure the potential success of the sales team.

Example: A B2B company might have a pipeline value of $2 million, indicating the potential revenue from current leads and prospects.

Predictive Analytics

Predictive analytics uses data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.

Example: A B2B sales team uses predictive analytics to identify which leads are most likely to convert into customers.

Product-Led Growth

Definition: In a product-led growth (PLG) strategy, the product itself is the primary driver of acquisition, conversion, and retention. This approach emphasizes delivering value directly through the product experience, encouraging users to try, adopt, and expand usage based on satisfaction. Often involving free trials, freemium models, and self-service options, PLG strategies rely on the product’s usability and value to convert users organically.

Example: A project management software company uses a product-led approach by offering a freemium model where users can try the basic features for free. As users find value in the software, they are encouraged to upgrade for additional features, driving organic growth and user expansion.

Programmatic Advertising

Programmatic advertising uses automated technology for buying and selling online advertisements, which optimizes the process and consolidates digital advertising efforts in one technology platform.

Example: A B2B company uses programmatic advertising to automatically purchase digital ad space that targets specific industries relevant to their product offerings.

Prospect

A prospect is a lead that has been qualified as fitting your target market and likely to purchase your product or service. Prospects have been evaluated by the sales team or through lead scoring to determine their fit based on criteria like budget, authority, need, and timeline. This evaluation makes them more likely candidates for further sales efforts.

Example: A lead that has been contacted by a sales representative, confirmed to have decision-making power and a budget, and has expressed a specific need for your product solution is considered a prospect.

Public Relations

Public relations in marketing focuses on managing the public perception of a business and building relationships with stakeholders through media and other direct and indirect channels.

Example: Coordinating with journalists to feature your company in industry-specific publications.

Q

QR Code (Quick Response Code)

A type of matrix barcode that is machine-readable and contains information about the item to which it is attached.

Example: A B2B event uses QR codes on attendee badges to simplify exchange of contact information.

R

Relationship Marketing

Relationship marketing is a facet of customer relationship management (CRM) that focuses on customer loyalty, engagement, and long-term customer engagement rather than shorter-term goals like customer acquisition and individual sales.

Example: A B2B service provider maintains an ongoing communication strategy with long-term clients to foster loyalty and encourage repeat business.

Retention Rate

Retention rate measures the percentage of customers who remain with a company over a given time period. This metric is vital for assessing customer loyalty and the effectiveness of retention strategies.

Example: If a B2B company starts with 100 customers and retains 90 of them by the end of the year, the retention rate is 90%.

Return on Advertising Spend (ROAS)

ROAS is a marketing metric that measures the efficacy of a digital advertising campaign. ROAS helps online businesses evaluate which methods are working and how they can improve future advertising efforts.

Example: If a company spends $1,000 on an online advertising campaign and generates $4,000 in sales as a result, the ROAS is 400%.

RevOps (Revenue Operations)

RevOps aligns sales, marketing, and customer service operations across the full customer lifecycle to drive growth through operational efficiency and keeping all teams accountable to revenue.

Example: A B2B company implements RevOps to ensure that marketing leads are seamlessly handed off to sales and effectively followed up on to maximize conversion rates.

ROI (Return on Investment)

A measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments.

Example: Calculating the ROI of a LinkedIn ad campaign by comparing cost per lead and lead conversion rates.

S

Sales-Led Growth

Definition: Sales-led growth is a GTM approach where the sales team plays a pivotal role in acquiring, converting, and retaining customers. This approach relies on personalized interactions, direct outreach, and consultative selling to build relationships and demonstrate product value. Sales-led strategies are particularly effective for high-ticket, complex products that require in-depth product knowledge and tailored solutions.

Example: An enterprise software company implements a sales-led strategy by assigning dedicated account managers to each prospect, conducting personalized product demos, and negotiating custom contracts based on unique client needs.

Sales Qualified Lead (SQL)

An SQL is a prospective customer that has been researched and vetted — first by an organization’s marketing department and then by its sales team — and is deemed ready for the next stage in the sales process.

Example: A lead who has expressed interest in a demo and discussed their business needs with a sales representative is often classified as an SQL.

SGE (Search Generative Experience)

SGE is an advanced feature in search engines that uses artificial intelligence to provide direct, summarized answers to user queries. This feature aims to enhance the search experience by delivering quick, relevant information without requiring users to click through multiple links. Google AI Overviews are a key component of SGE, generating concise summaries by extracting and synthesizing information from multiple sources.

Example: When a user searches for “how to implement a B2B GTM strategy,” SGE may provide a summarized guide directly in the search results, drawing from various authoritative sources to compile a comprehensive answer.

Social Media Marketing

Social media marketing involves promoting your products or services through social media platforms to build your brand, increase sales, and drive website traffic.

Example: Using LinkedIn to share case studies that demonstrate the effectiveness of your products.

SEO (Search Engine Optimization)

SEO involves optimizing a website to improve its rankings in the search engine results pages (SERP) for specific queries.

Example: A B2B financial software company optimizes its site for keywords like “enterprise financial management solutions” to attract higher quality leads.

Segmentation

The process of dividing a target market into specific, manageable groups of people based on shared characteristics.

Example: Segmenting a customer base by industry, such as healthcare, education, or finance, to tailor marketing messages more effectively.

T – B2B Marketing Glossary Terms

TAM, SAM, and SOM

Total Addressable Market (TAM) is the total market demand for a product or service. Serviceable Available Market (SAM) is the segment of the TAM targeted by your products and services which is within your geographical reach. Serviceable Obtainable Market (SOM) is the portion of SAM that you can capture.

Example: For a B2B software company, TAM might be all global businesses, SAM the ones in countries they operate in, and SOM the businesses in those countries they believe they can realistically serve in the next 5 years.

Thought Leadership

Positioning a company or individual as a recognized authority within their field, aimed at being the go-to resource for expertise.

Example: Publishing in-depth research reports on market trends that are widely shared and cited within the industry.

Targeting

The process of selecting specific groups of people as the recipients of your marketing message.

Example: Targeting senior IT managers within large organizations with a campaign for cybersecurity solutions.

U

User Experience (UX)

In digital marketing, UX refers to how a user interacts with and experiences a product, system, or service. It includes a person’s perceptions of utility, ease of use, and efficiency.

Example: Designing an easy-to-navigate website for a complex B2B product to ensure potential clients can find the information they need quickly.

V

Value Proposition

A value proposition refers to the promise of value to be delivered and a belief from the customer that value will be experienced.

Example: A B2B software provider promises to reduce operational costs by 20% through automation.

Video Marketing

Video Marketing involves creating and using videos to promote and market a product or service, enhance engagement, educate customers, and reach new audiences.

Example: A B2B company produces a series of tutorial videos that demonstrate how to use their software, showcasing features and benefits while providing valuable tips and solutions to potential and current users.

Viral Marketing

A marketing strategy that focuses on spreading information and opinions about a product or service from person to person, especially by using unconventional means like the internet or email.

Example: Creating a compelling video that explains a difficult concept in B2B space which then is shared widely across social platforms.

Visitor-to-Lead Ratio

Visitor-to-lead ratio is the percentage of website visitors who become leads. This metric helps assess the effectiveness of online marketing efforts.

Example: If a B2B website receives 1,000 visitors and generates 50 leads, the visitor-to-lead ratio is 5%.

Visual Storytelling

Visual storytelling involves using graphics, videos, and images to tell a story or present information to enhance audience engagement and comprehension.

Example: A B2B company creates an infographic to explain the complex process of digital transformation in a visually engaging way.

W

Webinar

An online seminar or presentation that is transmitted over the web. Used extensively in B2B to generate leads and establish thought leadership.

Example: Hosting monthly webinars on topics such as data security compliance to engage a specific audience and generate leads.

Word-of-Mouth Marketing

Word-of-mouth marketing is an unpaid form of promotion—oral or written—in which satisfied customers tell other people how much they like a business, product, or service.

Example: A B2B software company benefits from word-of-mouth marketing when existing users recommend their product to other businesses within their professional network.

X

XML Sitemaps

XML sitemaps are used by webmasters to inform search engines about URLs on a website that are available for crawling.

Example: Creating an XML sitemap for a B2B e-commerce site to ensure all product pages are indexed by search engines.

Y

Yield Optimization

In digital advertising, yield optimization is the process of measuring and predicting the performance of different advertising impressions to maximize revenue.

Example: Using programmatic ad buys to adjust bids in real time based on the likelihood of a conversion.

Z

Zero Moment of Truth (ZMOT)

Refers to the moment in the buying process when the consumer researches a product before making a decision.

Example: Ensuring that a B2B software company has ample high-quality content available for potential buyers researching their product options online.

Takeaway

We hope this glossary serves as your go-to reference for all things digital marketing within the B2B realm. Remember, the field of digital marketing is dynamic and continuously changing. Keeping abreast of this terminology will not only enhance your tactical knowledge but also empower you to implement more effective marketing strategies. Use this B2B marketing glossary to stay informed and inspired as you develop and refine your marketing efforts. Always strive to learn and adapt, leveraging these terms not just as jargon but as tools for crafting compelling, results-driven marketing campaigns that resonate with your business clients and drive success.