Marketing glossary

Account-based marketing (ABM) is a focused strategy where marketing and sales teams work together to target specific high-value accounts with personalized campaigns. It treats each target account as its own market.

Budget allocation is the strategic process of distributing marketing funds across various channels and activities to achieve specific business objectives efficiently.

A buyer persona is a detailed profile of your ideal customer, based on research and data. It helps you understand who you're trying to reach.

Channel mix refers to the combination of marketing and communication channels a business uses to reach its target audience and achieve its marketing goals. It includes both online and offline platforms working together.

Competitive analysis involves identifying competitors and evaluating their strengths and weaknesses relative to your own business. It helps you understand the market and find opportunities to stand out.

Cross-channel marketing integrates various communication channels to deliver a unified and consistent customer experience. It guides customers seamlessly through their journey, regardless of the touchpoint.

The customer journey maps all interactions a person has with your brand, from initial awareness to post-purchase. Understanding it helps optimize experiences and build loyalty.

The Four Ps of marketing are a core model that helps businesses define their product, price, place (distribution), and promotion strategies to reach target customers effectively. It's a fundamental framework for planning marketing efforts.

A go-to-market (GTM) strategy is a detailed plan outlining how a company will launch a new product or service, or introduce an existing one to a new market. It covers everything from target customers to pricing and distribution.

Growth marketing is a systematic approach to rapidly test and optimize marketing strategies across the entire customer journey to achieve sustainable business growth.

An Ideal Customer Profile (ICP) describes the perfect company or client for your product or service, representing those who gain the most value and are most profitable.

Inbound marketing focuses on attracting customers by creating valuable content and experiences tailored to them. It draws people in organically rather than pushing messages out.

Market penetration measures how much a product or service is used by its target market. It aims to increase sales of existing products to current customers or attract new customers within the existing market.

Market segmentation divides a broad consumer market into smaller, more manageable groups based on shared characteristics. This helps businesses tailor marketing efforts for better results.

Market share is the percentage of total sales in an industry that a company earns over a specific period. It shows how much of the overall market your business has captured compared to competitors.

A marketing budget is a plan that outlines how much money a business will spend on marketing activities over a specific period. It helps guide spending and achieve marketing goals.

A marketing channel is the path a business uses to deliver its messages, products, and services to customers. It's how you connect with your target audience.

The marketing mix refers to the set of controllable, tactical marketing tools a company uses to produce the response it wants in the target market, often summarized as the 4 Ps: Product, Price, Place, and Promotion.

A marketing objective is a clear, measurable goal that a business wants to achieve with its marketing activities. It helps guide your team and measure success.

Marketing operations is about streamlining marketing processes, technology, and data to boost efficiency and effectiveness. It helps teams work smarter, not harder, to achieve their goals.

A marketing qualified account (MQA) is an organization that shows strong engagement with your marketing efforts, signaling it's ready for further nurturing by your sales or account-based marketing teams. It's a key step in account-based marketing to prioritize high-value targets.

A marketing roadmap is a strategic plan outlining marketing goals, initiatives, and timelines for a specific period. It helps teams align efforts and prioritize tasks effectively.

Marketing spend is the total amount of money a business invests in promoting its products or services. It covers all costs related to marketing activities aimed at reaching and engaging customers.

A marketing strategy is a long-term plan that helps a business reach its goals by identifying its target audience and how to best connect with them. It guides all marketing efforts to ensure they are effective and aligned.

A marketing technology stack, or martech stack, is the collection of digital tools and platforms marketers use to execute, manage, and analyze their marketing efforts.

Martech, or marketing technology, refers to the software and tools marketers use to plan, execute, and measure campaigns. It helps streamline processes and improve efficiency.

Multi-channel marketing involves using several different communication channels to reach customers, allowing them to interact with a brand through their preferred methods. It focuses on providing choices for engagement across various platforms.

Omnichannel marketing creates a seamless, integrated customer experience across all touchpoints, ensuring consistent messaging and interaction whether online, in-store, or via mobile.

Outbound marketing involves proactively reaching out to potential customers through methods like ads, cold calls, and email blasts to introduce products or services. It pushes your message directly to a broad audience.

SMART goals are a framework for setting clear, achievable objectives. Each letter stands for Specific, Measurable, Achievable, Relevant, and Time-bound, guiding effective planning.

A target audience is the specific group of people most likely to buy your product or service. Understanding them helps you focus your marketing efforts effectively.

Total addressable market (TAM) is the total revenue opportunity available for a product or service if 100% market share were achieved. It helps businesses understand the maximum potential size of their market.