Glossary of terms

Use our B2B SaaS Digital Marketing Glossary to get yourself up to speed on all things B2B SaaS. Industry terminology can be confusing but don't get left in the dark with all the jargon, just click the industry term to see the full definition.

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A

A/B Testing

A/B testing compares two versions to optimize performance.

ABM

ABM, or Account-Based Marketing, is a strategic marketing approach that focuses specific accounts.

AI

AI refers to computer systems that can perform tasks typically requiring human intelligence.

AI Typebot

An AI Typebot is a chatbot powered by artificial intelligence (AI) technology

Adtech

AdTech refers to the use of technology, software, and data-driven strategies.

B

B2B PPC

B2B PPC, or Business-to-Business Pay-Per-Click advertising.

B2B PPC Agency

A B2B PPC agency is a specialized digital marketing agency.

B2B SEO

B2B SEO stands for Business-to-Business Search Engine Optimization.

B2B SaaS

B2B SaaS stands for "Business-to-Business Software as a Service."

Bottom of Funnel

The Bottom of Funnel (BoFu) is the last stage in the marketing and sales funnel.

C

CPC

CPC (Cost Per Click) tracks the expense for each ad click.

CPM

CPM (Cost Per Mille) calculates ad cost per thousand impressions.

CRM

CRM stands for Customer Relationship Management.

CTA

CTA (Call to Action) prompts users to take a specific action, like clicking a button.

CTR

CTR measures ad clicks relative to views.

Character AI

Character AI involves the use of artificial intelligence to generate and animate characters.

Conversion Rate (CR)

Conversion rate measures the percentage of visitors or users who take a desired action.

Cost Per Lead (CPL)

CPL (Cost Per Lead) calculates the cost of acquiring a new potential customer's contact information.

Customer Acquisition Cost (CAC)

CAC (Customer Acquisition Cost) measures the expense of acquiring a new customer for a business.

Customer Lifetime Value (CLV)

CLV (Customer Lifetime Value) quantifies the total value a customer brings to a business.

D

Dark Social Media Marketing

Dark Social Media Marketing refers to the practice of sharing and promoting content through private

Data Layer

A data layer is a structured format used to organize and store information about user interactions

Data Management Platform (DMP)

A DMP allows you to collect, store, manage, and analyze large volumes of data.

Demand Generation

Demand generation aims to create interest and demand for products or services.

Demand-Side Platform (DSP)

A DSP automates the process of buying digital ad space across multiple platforms.

Digital PR

Digital PR, short for Digital Public Relations, refers to the strategic use of online channels and d

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F

FinTech

Fintech merges finance & tech for modern financial solutions.

Fractional CMO

A Fractional CMO is an experienced marketing executive who works with a company part-time.

Funnel Marketing

The funnel is a framework that represents the stages a customer goes through before purchase.

G

Gated Content

Gated content refers to digital content, such as eBooks, whitepapers, reports....

Google Analytics 4 (GA4)

Google Analytics 4, or GA4, is the latest version of Google's web analytics platform.

Google Tag Manager

Google Tag Manager for B2B websites is a powerful tool provided by Google that enables businesses to

Growth Hacking

Growth hacking is a data-driven marketing and product development strategy aimed at achieving growth

H

HubSpot

HubSpot is an all-in-one inbound marketing, sales, and customer service platform.

I

Inbound Marketing

Inbound marketing aims to naturally draw customers to a brand by providing relevant and helpful info

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K

Key Performance Indicator (KPI)

KPIs provide a focused, measurable, and actionable way to assess success.

L

Large Language Models (LLMs)

An LLM, or Large Language Model, is a type of artificial intelligence (AI) model.

Latent Semantic Indexing (LSI)

Latent Semantic Indexing (LSI) is an indexing and retrieval method used by search engines

Lead Nurturing

Lead Nurturing is the process of building and maintaining relationships with potential customers.

Lead Scoring

Lead Scoring is a methodology used by sales and marketing teams to rank and prioritize leads

Lifecycle Marketing

Lifecycle Marketing is a marketing approach that focuses on engaging customers at various stages of

M

MLops

MLops, short for Machine Learning Operations, refers to the set of practices, tools, and processes

Marketing Automation

Marketing automation streamlines marketing tasks with technology.

Marketing Qualified Lead (MQL)

MQL (Marketing Qualified Lead) is a prospect showing potential interest in a product or service.

Metric

A metric is a quantifiable measurement used to track, assess, and analyze specific things.

Middle of Funnel

The Middle of Funnel (MoFu) is the second stage in the marketing and sales funnel.

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R

Retainers

A retainer is a contractual agreement between a marketing agency and a client

Return On Ad Spend (ROAS)

ROAS is a metric used to measure the revenue generated from advertising campaigns.

Return On Investment (ROI)

ROI (Return on Investment) measures the profitability of an investment or activity.

RevOps

RevOps, short for Revenue Operations focuses on maximize revenue generation for a company.

Runway

Runway refers to the amount of time a SaaS startup can operate before running out of cash.

S
T

Top of Funnel

Top of Funnel (ToFu) refers to the first stage in the marketing and sales funnel.

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