The Ultimate B2B Marketing and PR Glossary
Also known as split testing, A/B testing refers to the process of creating two versions of something to see which performs better. It could be a landing page, subject line, email newsletter, or another digital asset. One asset is “A,” and the other is “B.” Both assets are simultaneously shown to different users, and whichever performs better based on the metrics set will inform how future campaigns are constructed.
Algorithm (Social Media)
All social media platforms (and search engines, for that matter), use an algorithm, a form of computer coding that sorts social media posts and content to show the most relevant, popular, or trending content, rather than sorting by posting time and date.
Related reading: Hack the LinkedIn Algorithm in 4 Easy Steps
Similar to a citation, a backlink refers to one webpage linking to another website. Also called inbound links or incoming links, backlinks are essential for building SEO, as the quality and quantity of backlinks can improve a website’s organic ranking in search engine algorithms. The more backlinks to your site, the more popular or helpful it appears to be for users.
Some marketers may say that a brand is what they curate and develop to reach consumers. But really, a brand is made up of the impression consumers get and create in their own minds of any particular organization. So the consumer’s experience with a company becomes the company’s brand. Marketers can help shape the brand through consumer engagement.
Comparable to a person’s personality, a brand voice is a brand’s unique tone, disposition, or communication style. For example, a brand may be known for being inspirational (Nike), friendly and upbeat (Coca-Cola), or quirky and fun (MeUndies).
Related reading: 5 Steps to Developing an Outstanding Brand Voice on Social Media
Bullet Points & Blessings
A buyer persona is a fictional representation of an actual buyer that may include demographics, psychographics, geographics, and behavioral segmentation. A buyer persona is often used to help marketers envision their target consumers more accurately.
The buyer’s journey is the process a customer undergoes when deciding to make a purchase. From discovering a product to conducting research, the buyer’s journey ends when the customer either converts to a sale or chooses not to go through with it. Companies should pay close attention to their buyer’s behaviors and the things they do throughout this process.
BOF or BoFu
A case study analyzes a particular instance (or “case”) of something to demonstrate quantifiable results. In marketing, case studies are used as social proof to give buyers the context to determine whether they’re making a good choice.
Related reading: 5 Tips for Crafting The Perfect Case Study
Also known as the rate of attrition or customer churn, churn rate refers to the number of customers who stop using the service or buying the product in a given period of time. The higher the churn rate, the more customers a company loses.
Copywriting is the act of writing material for business use, usually to drive sales or generate leads. This is typically short-form content, like ads, email, and social media.
Content marketing is a strategy used to generate interest or engage an audience with relevant content, like blog posts, videos, newsletters, podcasts, and other media.
What’s the difference between copywriting and content marketing? Good question! Copywriting is typically shorter and focuses on driving customer conversion, and content marketing focuses more on developing a relationship with a consumer to build trust over time.
Related reading: The Ultimate Guide to B2B Content Marketing
Conversion rate measures the percentage of successful customer conversions, such as newsletter sign-ups, sales, visitors to a website, or any other marketing goal. Conversation rates are calculated by taking the number of conversions and dividing it by total ad interactions during the same time period.
Related reading: 10 KPIs Every Startup CMO Should Be Tracking
The ubiquitous practice of sharing content privately; that is, not sharing something openly via social media, where companies can track shares, but instead, cutting and pasting links or even whole blog posts into emails or direct messages to send them to friends. Essentially, Dark Social encompasses all social media interactions that are private and untrackable.
Demand generation is the process of creating awareness or interest in a company’s products or services.
Digital marketing is the process of using online tactics to fulfill marketing objectives.
Related reading: Here’s Where To Focus Your Marketing Efforts According to Experts
Discord is a free voice, video, and text chat app with tens of millions of users aged 13+. Marketers can build communities in Discord, allowing brands to engage with a section of their audience deeply and authentically.
Related reading: Discord: What Is It and How Can You Use It For Marketing?
Earned media is a strategy that focuses on third-party content creation. Also known as “Word-Of-Mouth Marketing,” earned media includes influencers, PR, product reviews, and everyday online users who create buzz and share content about a company on their own accord. This strategy can build public interest and trust in a company’s products.
A fractional CMO is an independent contractor or consultant a company hires to act as its Chief Marketing Officer. Like freelancers, fractional CMOs can work with multiple companies at once and benefit your company’s marketing efforts from a holistic perspective. Brands can also consider a virtual marketing partner or a virtual CMO, which can fill similar roles to fractional CMOs.
Ghostwriting is a process in which a writer is hired to create copy for a client without being publicly credited or associated with the content. From CEOs to entrepreneurs, ghostwriters write from the perspectives of others and conduct research to fill in the gaps. In addition, companies employ ghostwriters to collaborate with executives who lack the time or ability to create content themselves.
Related reading: Ghostwriting: Be the Expert, Outsource the Rest
Inbound marketing is a strategy based on creating engaging, rich content that attracts potential customers to your company, therefore increasing conversions or sales.
Brands partner with influencers—social media users who have lots of engaged, interested followers within a specific niche or audience—to promote the brand’s product or service through their social channels. Depending on the extent of the campaign, that could mean posting a single image of the influencer using your product or a series of blog posts detailing their experience with your service.
Either way, the goal is the same: get your brand out in front of the influencer’s audience in a way that builds trust with that audience.
Related reading: B2B Influencer Marketing: Everything You Need to Know for 2022
Keyword research is the process of analyzing, comparing, and prioritizing words and phrases most commonly used by your target audience when using search engines. Including keywords in a blog post, for example, can help rank higher on Google’s search results.
KPI (key performance indicators) is a defined, quantifiable metric for marketers to measure the performance of a campaign over a specific time period.
A landing page is a standalone web page a consumer lands on after clicking the link from an email, ad, social media, or other digital location.
Lead nurturing is the process of purposefully developing and maintaining relationships with your target audience at every stage of their purchase journey. This is done through marketing communications by offering relevant information, engaging the consumer in unique ways, or otherwise finding ways to support them throughout their journey. This can be automated by using software to automatically send messages or emails triggered by consumer behaviors or set schedules.
Related reading: Lead Nurturing For B2Bs: Best Practices for the Digital World
The messy middle is where shared, paid, earned, and owned media of a specific company meet to interact with the consumer. It is where most of the potential buyer’s purchase journey takes place and includes each touchpoint that occurs until the lead is converted. This space includes the company’s branding, social media presence, as well as other factors that they cannot control. Consumer research, dark social interactions, and product reviews are also included in the messy middle. It is a combination of owned media and untrackable data that can affect the consumer’s journey through the sales funnel.
Related reading: What Is The Messy Middle? Here’s What Google Has To Say
The Metaverse is a virtual reality where users can engage with one another, brands, or other aspects of the computer-generated environment.
Related reading: Metaverse Marketing: A Brave New (Virtual) World
MOF or MoFu
MoFu (middle-of-funnel) refers to the middle of the consumer funnel, and MoFu is where consumers are considering a purchase. Marketers work to create and present content that helps consumers evaluate the product or service with educational resources, discounts, and special events or offers.
A specialized market segment for a particular kind of product or service.
Related reading: Niche Marketing: How Niche Is Too Niche?
Paid media is marketing content that a company cannot create for free. This includes advertisements and paid promotions on social media, search engine pages, and websites. Paid media allows companies to use their marketing dollars to target their desired audiences. Paired with owned media, it is an effective way to increase brand visibility and sales.
Paid search is the opposite of organic search. Paid search is a digital marketing technique that allows advertisers to show ads on their company’s search engine results pages, and paid search works on a PPC model.
A personal brand is much like a traditional brand except that it represents an individual rather than an organization. A personal brand is built on expertise, credentials, achievements, and other notable public attributes. Building a strong personal brand should be a priority for entrepreneurs, business leaders, freelancers, and even employees in close-knit industries.
Related reading: Here’s Why Consistency Is Key When It Comes To Your Brand
PPC (pay per click) is a type of digital advertising where companies only pay if an ad is clicked on, and then there is a set rate per click.
Related reading: How Paid Advertising Can Help Your B2B Brand
Product marketing is the process of bringing a product or service to the market, including branding, messaging, and strategic positioning.
Related reading: 18 Strategies to Boost your Product Launch Marketing Strategy
Product Market Fit
Product market fit is the way in which a product or service does (or does not) fill a need or generate demand in the marketplace.
Responsive design describes how a web page is built so that it conforms to the size of the screen it is being displayed on–a cell phone versus a tablet versus a desktop screen, for example.
SEM (search engine marketing) is the process of increasing your website’s search engine visibility through the use of paid promotion and advertising tactics.
Related reading: The Ultimate Guide to Creating a Search Engine Marketing Strategy
SEO (search engine optimization) is the process of tailoring your website to help it rank higher on search engines.
Related reading: 6 SEO Trends to Keep in Mind in 2022
The sales funnel represents the buyer’s journey from its early stages to the point of purchase. A company’s sales funnel reveals data about how its customers are being discovered, customer behaviors, and conversion rates.
Related reading: How PR Impacts the Sales Funnel
SERPs (search engine results pages) are the results a user receives after searching a keyword in a search engine like Google or Bing.
Share of Voice (SOV)
Share of voice refers to the percentage of your market that your brand owns. Pre-digital era, this meant the share of advertising in a market that your brand owned compared to your competitors. In the digital age, share of voice has expanded to include everything from digital PR and advertising to social media mentions and website traffic. Essentially, every form of measurable brand awareness in your particular market counts towards your share of voice.
Related reading: What is Share of Voice and Why Is It Important?
Social media refers to websites and applications that allow users to create content, engage with brands, and network with others virtually. From Twitter to TikTok, these interactive digital channels enable people worldwide to connect and share what they are passionate about. Social media is a vital part of today’s digital marketing strategies, focusing on targeting prospective customers through paid and organic media. Social media plays a significant role in establishing a company’s digital blueprint.
Related reading: Social and Media Are Splitting Up: What This Means for Marketers
Social Media Marketing
Social media marketing is the process in which marketers promote their company’s products via social media channels. Social media marketers will use various tactics, including posting organic content, targeting specific audiences via paid ads, and engaging with users.
With more than half of the world using social media (approximately 4.62 billion people), social media marketing is vital for companies to tap into.
Social selling refers to the act of leveraging social network connections to identify prospects, build relationships, and, eventually, close sales.
Thought leadership is how industry professionals share their expertise with others in their particular field. By sharing valuable insights and offering guidance, thought leaders aim to empower other individuals in their industries to grow, embrace change, and become leaders themselves.
Related reading: The Ultimate Guide to Thought Leadership
TOF or ToFu
Word-of-mouth (WOM) marketing is a strategy that relies on consumers’ positive experiences with a brand to come through in their everyday dialogue with others. WOM marketing can also include strategic tactics like product giveaways to create buzz around your brand.