Key Marketing Terms


Having a grasp of marketing terminology is crucial for making wise choices and comprehending strategies that can drive your business to success.

Account-based marketing (ABM)

Account-based marketing (ABM) is a unique marketing technique that differs from traditional marketing methods. Instead of creating buyer personas and attracting them to your brand, ABM concentrates on engaging with people from specific accounts that match your ideal customer profile (ICP).

ABM involves sending personalized messages to targeted accounts. The marketing team is responsible for developing strategies for a successful ABM approach, while sales provide valuable feedback on the effectiveness of the marketing interactions with the targeted accounts.

AI-Powered Marketing

Utilizing artificial intelligence and machine learning algorithms, marketing powered by AI is a cutting-edge approach to analyzing vast amounts of data, predicting customer behavior, and streamlining marketing procedures. With the assistance of AI, marketers can optimize ad targeting, tailor content, recommend products, and create innovative resources.

Brand Awareness

Brand awareness is the ability for people to remember and recognize your brand. It includes brand recall and recognition, but also when customers instantly identify your brand as the best solution for their needs.

Brand Positioning

Brand positioning refers to the unique characteristics and values that set your company apart from competitors and attract customers. This includes how your brand is perceived by consumers and communicated through visual design, tone and voice, and online presence. Effective brand positioning is crucial for building a solid and recognizable brand identity. 

Buyer Personas

Buyer personas are artificial characters that represent your perfect customers. They should comprise demographic, psychographic, and behavioral data, and they usually delve deeper into the role and impact these individuals have within their organizations, highlighting their aims and motives.

Click-Through Rate (CTR)

Click-Through Rate (CTR) is a key metric in email marketing. It measures the percentage of users who click on your content compared to the number of impressions. A higher CTR shows that your content is relevant to your target audience, driving more traffic to your website. To calculate CTR, divide total clicks by delivered emails and multiply by 100. Track your CTR and compare it to industry benchmarks to determine success.

Content Marketing

Content marketing revolves around creating valuable and relevant content to attract and engage your target audience. By producing blog posts, articles, videos, infographics, and other types of content, you can establish your brand as an authority in your industry and build lasting relationships with potential customers.

Conversion Rate Optimization (CRO)

Improving the percentage of website visitors who take desired actions, like making a purchase or filling out a contact form, is the main target of Conversion Rate Optimization (CRO). You can achieve this by using A/B testing, analyzing user behavior, and optimizing your website. By doing so, you can boost your conversion rates and eventually generate more revenue.

Customer Lifetime Value (CLV)

Understanding the Customer Lifetime Value (CLV) is crucial for long-term success. CLV refers to the total revenue a customer is expected to generate throughout their relationship with your business. By identifying high CLV customers and implementing strategies to retain them, you can significantly impact your bottom line.

Customer Segmentation

Customer segmentation involves dividing your target audience into specific groups based on shared characteristics, behaviors, or preferences. By understanding these segments, you can tailor your marketing messages and strategies to resonate more effectively with each group.


Demand Generation

The term "demand generation" refers to the process of creating interest and demand for a particular product or service. This involves using data-driven marketing techniques to raise awareness of the company's offerings through the use of technology.

Digital Marketing

Digital marketing refers to any communication aimed at convincing individuals to purchase a product or service that takes place through a digital device. At WVDH.C, we categorize marketing efforts as "digital marketing" if they occur via an internet-connected tool.

Email Marketing Automation

Email marketing automation streamlines and automates your email campaigns based on predefined triggers and actions. It helps nurture leads, engage customers, and promote products or services, increasing conversions and customer loyalty.

Keyword Research

Keyword research is the process of identifying the most relevant and valuable keywords for your business. By targeting the right keywords in your content and SEO efforts, you can attract the right audience and improve your website's visibility on search engines.

Influencer Marketing

Influencer marketing involves collaborating with influencers, industry experts, or celebrities to promote your brand or products. Partnering with the right influencers can significantly increase brand awareness, conversions, and revenue.

Landing Page Optimization

Landing Page Optimization involves fine-tuning your landing pages to increase conversions. By crafting persuasive headlines, clear call-to-action buttons, and engaging content, you can encourage visitors to take the desired actions, such as filling out a form or purchasing a service or product.

Lead Generation

Lead generation attracts potential customers and converts them into leads interested in your products or services. You can build a solid pipeline of prospects and increase your revenue streams by employing various lead-generation tactics, such as email marketing, social media campaigns, and gated content.

Mobile Optimization

With the increasing use of mobile devices, mobile optimization is essential. Ensure your website and content are fully responsive and user-friendly on various mobile devices to capture a broader audience and improve rankings on mobile search results. Incorporating these additional marketing terms into your strategies can further enhance your digital marketing prowess and achieve a higher rank on Google search results. Stay committed to providing value to your audience, continuously improve your marketing efforts, and you'll witness substantial growth in revenue and success.

Inbound Marketing

The customer is the centre of inbound marketing, which targets high-fit customers rather than broadcasting messages to everyone. Inbound marketing uses blogging, social media, and SEO tactics to attract customers to your company with valuable and pertinent content. Unlike outbound tactics like paid ads or call lists, inbound tactics will help your company grow even after you've finished investing in them. This means that inbound marketing provides scalable long-term ROI.

Lead Nurturing

Lead nurturing involves educating and establishing trust with potential customers to help them navigate the buyer's journey. The primary objective of lead nurturing is to offer prospects a memorable experience that encourages them to return for additional engagement and ultimately results in them becoming customers. The conversion rate of leads is a significant metric in demand generation, with high-performing businesses achieving conversion rates of 10% or more.

Return on Investment (ROI)

Return on Investment (ROI) is a key performance indicator that assesses the profitability of your marketing efforts. By analyzing the effectiveness of your campaigns and allocating resources to the most successful ones, you can ensure that your marketing budget generates substantial returns.

Sales Enablement

Sales enablement combines coaching, tools and content to help your sales team be more efficient and effective. Your sales team needs to be properly enabled for a successful sales strategy.

By providing key elements of sales enablement, you allow your team to work better within an inbound sales process to provide contextually relevant information, carry out helpful conversations and see — in real-time — which of their efforts are working.

Ideal Customer Profile

A ideal customer profile is a theoretical portrayal of the sort of organization that would derive the most advantage from your product or solution. Such companies usually have the fastest and most fruitful sales cycle, the best customer retention rates and the highest number of supporters who promote your brand.

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) encompasses paid advertising efforts to increase visibility on search engine results pages. Alongside SEO, SEM involves running pay-per-click (PPC) campaigns to target specific keywords and gain immediate exposure for your brand.

Pay-Per-Click (PPC) Advertising

Pay-Per-Click (PPC) advertising is an online advertising model where advertisers pay a fee each time their ad is clicked. Platforms like Google Ads and social media networks offer PPC options, allowing you to bid on keywords and reach potential customers based on their search intent or demographics.

Search Engine Optimization (SEO)

In the world of digital marketing, Search Engine Optimization (SEO) plays a major role. This refers to the process of optimizing your website and content to improve its visibility in search engine results pages (SERPs). By including appropriate keywords, creating top-notch content, and earning authoritative backlinks, you can ensure that your website ranks higher for specific search queries.

Social Media Marketing

Social media marketing has become an essential aspect of modern marketing strategies. Leveraging platforms like Facebook, Instagram, Twitter, and LinkedIn can help you reach a broader audience, foster brand loyalty, and drive traffic to your website, ultimately boosting your revenue.


Revenue Performance Management

Revenue performance management ensures that acquisition, retention and expansion functions are aligned to maximize profitability. 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.

User Experience (UX) Design

User Experience (UX) design focuses on creating a seamless and enjoyable experience for website visitors. A well-designed website with intuitive navigation and easy-to-access information can positively impact user engagement and encourage repeat visits.

Web Analytics

Web analytics involves collecting and analyzing data about your website's performance and user behaviour. Understanding metrics such as traffic sources, bounce rate, and conversion paths can help you identify areas for improvement and optimize your marketing efforts.

Contextual Marketing

Contextual marketing is a marketing strategy that is tailored to the behaviours and circumstances of the target audience, ensuring that the content is relevant and useful to them. To achieve this, it is essential to have a deep understanding of the psychographics of your buyer personas, in order to communicate with them effectively and create content that resonates with them. This approach is commonly used by both B2C and B2B content marketers.

Word-of-mouth marketing (WOM)

Word-of-mouth marketing (WOM) is when a satisfied customer (also known as an evangelist) shares their positive experience with a good or service to a potential customer, either through conversation or written recommendation. This form of promotion is highly regarded as the most effective.

Churn Rate

The churn rate is a crucial metric used by recurring revenue companies to gauge their customer retention. It enables them to determine the number of customers lost within a specific time frame. To calculate the churn rate, you divide the number of lost customers during that period by the total number of customers you had at the beginning of the same time frame.