Digital Marketing Exam

What You See Is What You Get (WYSIWYG)

''What You See Is What You Get'. In marketing, an example of this would be a website editor or email testing tool feature that allows you to see a preview of a web page or email exactly as it will be when published or sent to recipients.

COPE

(Create Once, Publish Everywhere) The cornerstone of content creation. For example, you might take an ebook and break it down into a white paper, several blog posts, an infographic, and a video, publishing each to different users along the content funnel and on different channels to maximize your return.

Social CRM

A CRM platform that integrates social media and gives you access to the same level of insight you have for more traditional channels, plus the ability to use social tools for communicating internally

InMail

A LinkedIn tool that allows you to send messages to any LinkedIn member, even if there are no prior connection, relationships, or available contact details.

Opportunity by lead source

A SAM metric for measuring how many opportunities are created from different channels

Open Opportunity Rate

A SAM metric for measuring how many opportunities are in the stage 'open' from all opportunities.

Activity rate by channel

A SAM metric for measuring how many sales activities are made in different channels. Explains the key channel used for SAM by a rep.

Revenue by lead source

A SAM metric for measuring how much revenue is created by different lead source. This metric indicates what channels converts most revenue.

Lead response time

A SAM metric used to indicate how leads are being handled amongst sales reps.

Average deal size by lead source

A SAM metric which indicates the most profitable channels for SAM.

Forecast

A best guess at an outcome, such as how much revenue will be generated from certain campaign activity or over a time period.

Social account plan

A best practice document that involves analyzing the past and present performance of an account and building a strategy to maximize its future performance in line with agreed targets or goals.

Rich media

A broad range of interactive and engaging ad formats, including expandable banners and embedded audio and video

Client lifecycle

A buyer journey transitions to the client lifecycle when a prospect becomes a client. It comprises of four elements: on-boarding, active, inactive, and lost.

Sales funnel

A buying process that companies lead customers through when purchasing products, solutions, or services. A sales funnel is divided into steps, starting at the top with the awareness stage and concluding with the purchase stage at the bottom

Ad click

A click on an ad impression served in the period being measured.

Action plan

A coherent project structure outlining the steps that need to be taken as a result of your strategic planning with key objectives aligned to the core strategy, delivering against a specific timeframe

Nofollow

A command found in either the head section of a web page or within individual link code that instructs search engines either not to follow any links on the page or not to follow a specific link.

Email Service Provider (ESP)

A commercial-level email host with integrated features for digital marketing

Community of interest

A community of people who share a common interest or passion

Nurture stream

A container of sorts that holds the targeting for your audience as well as each wave of creative you intend to push.

PRISM funnel

A content conversion process that allows you to connect social media through to the bottom line (sales). The PRISM acronym stands for: People (target audience), Relationships (with the target audience members), Inbound traffic from your audience, for subscribers or social and Monetization.

Maslow's hierarchy of needs

A description of the five primary needs that motivate human behavior: Physiological, Safety, Belonging, Self-Esteem, and Self-Actualization.

Virtual Desktop Infrastructure (VDI)

A development that hosts a desktop operating system on a centralized server within a data center.

Digital sales leadership

A discipline of leading the organization towards digital transformation in order to stay competitive in a rapidly evolving sales landscape.

Banner ad

A display ad unit that employs simple creative assets and hyperlinks.

PointDrive

A feature in LinkedIn Sales Navigator. With PointDrive, you can seamlessly package, share, and track content with customers and prospects in a professional, branded, and highly engaging way. PointDrive will also enable you to track engagement and provide insights round the content is being consumed. In addition it will help build a complete view of all those involved in the decision-making process.

Buyer persona

A fictional representation of your ideal customer, based on market research and real data about your existing customers.

Robots.txt

A file in the root directory of a website used to restrict and control the behavior of search engine spiders.

Direct marketing

A form of advertising (not tied to a specific channel) that allows businesses and nonprofit organizations to communicate directly with customers via advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising

Digital display advertising

A form of digital marketing that uses display ads appearing on web pages as a means of communicating relevant commercial messages to a specific audience based on the profile of its members.

Pay per click (PPC)

A form of paid media in which search marketers can bid on ads that appear above the organic results on search engines, by bidding on particular keywords and terms. Google Ads is Google's PPC advertising platform.

Email marketing

A form of permission-based direct marketing, which uses mail as a means of communicating relevant commercial messages to a specific audience based on the profile of its members.

Social bookmark

A form of social media in which users' bookmarks are aggregated for public access.

Conversion tracking

A form of tracking that gives advertisers insight into how many consumers are taking valuable actions, or making conversions, on their site or in their mobile app. Advertisers do this by defining traceable events on mobile websites or within apps to assess consumer engagement or the impact of direct-response campaigns.

Executive profile

A fully optimized profile on all of your social networks.

Heat map

A graphical representation of web page engagement data using colors to indicate the level of activity, usually using darker blue colors to indicate low activity, and brighter red colors to indicate high activity.

Reciprocal link

A link allowing two sites to link to each other.

Inbound link

A link from external an web page to your website. They are the source of trust and page rank for organic search. Also called in-link and incoming link.

Direct Mail or Message (DM)

A marketing communication that is delivered by personal message directly to a consumer, either via email or a social media 'inbox' such as Facebook Messenger or a Direct Message on Twitter.

Campaign

A marketing project you want to track or manage.

RFM analysis

A marketing technique which works by determining which customers are the 'best' ones by considering how recently a customer has purchased (recency), how often they purchase (frequency), and how much the customer spends (monetary).

Key Performance Indicator (KPI)

A measurable value that demonstrates how effectively a company is achieving key business or marketing objectives. KPIs are integral to digital marketing as they provide metrics, data, and benchmarks from which to improve processes, campaigns, and content.

Social selling index (SSI)

A measure of a salesperson's social selling skills and execution. It is measured across four social selling pillars: Brand, People, Insights, and Relationships.

Virality

A measure of how popular and how fast a message has been shared and amplified. It can be measured through analytics on the platform you post, such as Facebook, or other third-party systems.

Quality score

A measure of relevance applied to an ad, keyword, or web page.

Link popularity

A measure of the popularity of a site based upon the number and quality of sites that link to it.

Organizational maturity

A measurement of a company's readiness and capability in relation to its people, processes, technologies, and data. See also GROW.

Budget, Authority, Need and Timeframe (BANT) criteria

A method of assessing the quality of prospects and tracking them through the sales qualification process.

Digital territory analysis

A method of enhancing the productivity of your sales resources by using digital tools to identify geographical problems that may be affecting your business's performance

Bounce rate (BR)

A metric based on the percentage of users who visit your website or landing page without visiting any other page on the website.

Interstitial ad

A mobile ad unit that appears between two views on a mobile website or mobile app. The word interstitial derives from interstice, which means a small space between things, especially when part of a series of uniform spaces and parts (think of a picket fence, which has interstitial spaces between slats

Hypertext Markup Language 5 (HTML5)

A more comprehensive, more recent version of HTML, which includes sophisticated coding for features such as animation and video.

Internet Protocol Address (IP address)

A numerical label or tag assigned to every device or entity participating in a computer network that uses the internet protocol as a basis of communication.

Site map

A page or structured group of pages on a website that link to every page accessible to users.

Uniform Resource Locator (URL)

A particular character string that refers to a resource and is displayed on the top of a web browser inside the web address bar. Essentially, it's the address for a web page.

Unique visitor (UV)

A person who visits a website at least once within a defined timeframe.

Uplift modelling

A predictive modelling technique that directly models the incremental impact of a treatment on an individual's behavior.

Digital research

A process of getting to know your audience better in order to create more engaging content, spend your budgets more wisely, understand the culture of your audience, find out what influences them and, ultimately, create more successful digital strategies.

Social collaboration

A process that works on two levels in a CRM tool. The first is via the private social network that exists in all modern CRM tools. The second is the connection between the CRM and the social components of the internet.

Benchmarking

A process to evaluate the performance of your team, campaign, or performance by setting a list of targets, or benchmarks that you will compare them against. Areas to consider are efficiency, lead time, close rate, adoption rate, digital selling behavior, feedback, and industry performance metrics

Slumped contacts

A prospect or customer whom you haven't had any contact within a given period of time (amount of time will vary depending on business or industry).

Marketing Qualified Lead (MQL)

A prospect who has come through expressing interest in a product and then converting into a lead. This lead fits the qualifications, or standards, that a lead must possess as determined by marketing

Sales Qualified Lead (SQL)

A prospective customer who 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.

Customer persona

A representation of your ideal customer based on research and data on your existing customers.

Completed download

A request for a file, typically audio or video, which can be used offline, where the size of the file transferred is greater than 95 percent.

Page impression

A request for a page of a site's content made by a user of that site. Advertisers are charged per period being measured.

Chief Marketing Officer (CMO)

A role that sees the individual managing and overseeing of all essential marketing communications and initiatives for a company or organization. A similar professional who manages marketing for smaller businesses is often called a Marketing Manager.

Filter

A rule that limits or shapes the results that are returned from an analytics database when an information query is submitted to it.

Opportunities

A sales deal you want to track, engage with, and use for forecasting.

LinkedIn sales navigator

A sales tool used to gain deep insights into a team's digital selling practices. The 'Usage Reporting' feature provides trend graphs that allow you to measure and monitor metrics.

Mobile ad server

A scalable, high-performance system made up of hardware and software that reliably delivers mobile ad units across all mobile channels.

Click-to-call

A service within an ad that enables a mobile user to initiate a mobile phone call by clicking a mobile ad.

Hypertext Markup Language (HTML)

A set of commands used by web browsers to interpret and display page content to users.

Near-Field Communication (NFC)

A set of standards for smartphones and other mobile devices that enables them to communicate over short distances (typically less than 4cm or 1.6 inches).

Style guide

A set of standards that specify complete guidelines for writing and document design, to ensure brand consistency in communication.

Analytics tool

A software and web application that can help indicate whether activity being undertaken by a business is having an impact on its goals

Content Optimization System (COS)

A software platform that focuses on optimizing content to deliver a fully personalized web experience to customers

Really Simple Syndication (RSS)

A standardized system for the distribution of content from an online publisher to web users.

Metatag

A statement in the web page's HTML that provides important information about the page's content. The information provided is used by search engines to index a site.

Propensity model

A statistical analysis of your consumers: who they are, what they're buying, and how they're buying it. These models gather information about customers, factoring in demographics, psychographics, and purchase history to predict future buying behavior.

Strategic statement

A succinct description of a firm's core strategy in exploiting its opportunities and avoiding the exposure to identified risks.

Remarketing

A system that allows an advertiser to continue to show ads to people who have visited a mobile website

Ad network

A system that manages ad inventory from publishers and operators to efficiently match the inventory with advertiser demand.

Domain Name System (DNS)

A system that regulates and tracks domain names and addresses across the internet.

Sales enablement

A systematic approach to increasing sales productivity, by supporting sales representatives with the content, training, and analytics they need to have more successful sales conversations.

Geofencing

A technology that allows an advertiser to select a geographic point using latitude and longitude information and thereby create a virtual fence around a given radius of that point. For example, an advertiser could select a geographic point representing the location of a bank branch in order to deliver a specific ad to anyone who comes within a 200-meter radius. Ads delivered through geofencing typically yield higher conversions and better ROI for advertiser

Onlyness

A term used to describe the thing only you can bring to the world. It could be experience, knowledge, vision, passion, and so on

Alt text

A text description of an image on a website, used to describe images to users who are unable to see them

Cookie

A text file placed on a web user's hard drive by a website to enable the website to remember data about the user's visit.

Crossing the chasm

A theory that argues there is a chasm between the early adopters of the product (the technology enthusiasts and visionaries) and the early majority (the pragmatists)

Team link

A tool by LinkedIn that finds the best path to a lead using an introduction through either a common connection or a team member

Mail merge

A tool that is used to send personalized email to recipients in your address list. Each message has the same kind of information, yet the content of each message is unique.

Customer Relationship Management (CRM)

A tool used for managing all business relationships with existing and potential customers. By tracking interactions and creating reports, CRM enables businesses to make informed and justified business decisions.

Boolean search

A type of search allowing users to combine keywords with operators such as AND, NOT, and OR to further produce more relevant results.s.

Unique user

A unique device (such as a computer or mobile phone) making requests for site content in the period being measured.

Ad unique user

A unique device that has made a request for an ad impression served in the period being measured

Ad impression arrival

A user arriving at a site who has been exposed to an ad served on behalf of that site.

Political mapping

A visual map of CRM contacts which can be used to visualize where influence lies in an opportunity or account.

Geographical IP analysis

A way of establishing the percentage of users by country for a given metric, such as unique users.

Software as a Service (SaaS)

A web application that charges a one-time or periodic subscription fee for an automated system or application that performs a specific task or set of tasks.

Blog

A website with regular entries of commentary, descriptions of events, and other embedded multimedia content such as graphics, videos, and presentations

Strategic writing

A writing process that emphasizes the goal-oriented mission of engaging successfully with your clients and leads, based on a well thought out strategy and plan.

Content curation

Act of accumulating relevant, valuable third-party content online and reposting or sharing it appropriately to support your digital sales strategy.

Digital crisis management

Acts an organization should take to control a crisis and reduce its impact to a minimum.

Content management

Administration of digital content throughout its lifecycle, from creation to promotion to repurposing.

Campaign and ad groups

Advertising on digital platforms is generally organized into campaigns and ad groups or ad sets. Ad groups and ad sets contain the targeting options and each campaign will be made up of a series of targeting groups. A business will typically start with one campaign, which has its own budget and targeting preferences, and then add more campaigns as it expands its advertising.

Remnant inventory

Advertising space that a publisher or operator is unable to sell directly through its sales force. It is typically sold at a discounted price through an intermediary.

Sentiment analysis

Also known as opinion mining. The analysis of feelings (attitudes, emotions, and opinions) using natural language processing tools to score words for neutral, negative, or positive sentiment.

A/B testing

Also referred to as split testing, the process in which email and content marketers compare two versions of a single variable to determine which one performs better. This process is undertaken in order to optimize content and marketing efforts.

Sales accepted lead (SAL)

An MQL that has been reviewed and passed to the sales team. It means an opportunity has been approved by the sales team as worthy of pursuing. After becoming an SAL, the sales process begins.

Account

An account in a CRM tool is a company that you do business with.

Trigger event

An action that signals a buying opportunity. Examples include a new acquisition at a target account, a prospect complaining about their current solution online, or a customer advocate moving to a new company.

Conversion

An activity carried out by a user that fulfills the intended purpose of the web page. It could be, for example, a download, filling in a form, a purchase, making contact, and a newsletter subscription

Network

An advertising management system that aggregates ad inventory from publishers and operators to efficiently match the inventory with advertiser demand. Examples include Google Search Network and Google Display Network. Ads can appear beside or above search results for keywords that an advertiser chooses. See also ad network.

Cost Per Action (CPA)

An advertising model where the advertiser pays for each specified action linked to the advertisement, typically registration for an online application.

Cost Per Download (CPD)

An advertising model where the advertiser pays for each specified action linked to the advertisement, typically the downloading of an application or other file.

Ad unit

An advertising vehicle (for example, a mobile banner) that includes creative assets inside a mobile ad space

Insights tool

An application that can help indicate whether a business's activity is having an impact on its goals.

Page application

An application that is loaded as part of a Facebook business page to provide more functionality to the page. Page applications include competitions, inquiry forms, storefronts, embedded websites, and more. Page applications sit underneath the cover photo.

Canvas application

An application that is not loaded up in the context of, or visually connected with, a Facebook business page. Instead, the application is consumed elsewhere on Facebook (for example, in an app directory).

On-boarding client

An element within the client lifecycle that signifies that a prospect has turned into a client and must be shown or taught the value of your product or service.

Inactive client

An element within the client lifecycles that signifies a client is no longer actively using your product or service.

Chief Information Officer (CIO)

An executive level individual who is responsible for the implementation and practicalities of information, systems, and technologies within an organization.

Chief Technology Officer (CTO)

An executive who typically handles all technological implementations and initiatives used by the business. CTOs often work in close conjunction with CMOs as well as the heads of other internal departments.

Narrowing statement

An exercise used when narrowing your audience focus that helps define who your audience is, the specific needs you can help them with, and how you are qualified to do this.

Digital sales strategy

An extension of the core business strategy. The execution of any digital plan needs to ensure the core business objectives and goals are delivered. The failure of digital strategies is often caused by a mismatch between business and digital directions.

Channel

An individual digital channel. For example, Facebook is a platform or channel on which businesses can connect with fans via a business page. See also platform

Connection

An interactive connection made on social networks where data and updates are exchanged.

Video Interstitial

An interstitial mobile ad unit that displays a video between views within a mobile app or between pages within a mobile website.

Advertiser

An organization that wants to get its message to the right audience, efficiently and effectively.

Buying signal

Any cue from a sales prospect - direct or indirect - that indicates an intention to make a purchase.

Touchpoint

Any encounter where a prospective buyer engages with you or your business (to exchange information, address questions, or handle a transaction, and so on).

Inventory

Available advertising space on all web and mobile channels, including banners, native ads, video, in-app, SMS, audio, and mobile web.

B2C content

B2C customers respond better to content that demonstrates emotional satisfaction, targets benefits, and proves value for the price on highly targeted, relevant channels.

Nurturing prospects

Building your prospects' trust in you, your services, and your products. This is typically done through created and curated content, as well as highly targeted communications and messaging.

CRM dashboard

CRM reports are often shown in the dashboard to provide an overview of business performance using charts, graphs, and maps

Organizational flow

Communications which facilitate a flow of information between an organization, its employees, and an external audience

B2B content

Content specifically targeted for B2B audiences. For example, white papers, industry-relevant articles, blog posts, podcasts, and infographics for clients, potential clients, colleagues, partners, and suppliers.

Evergreen content

Content that can remain relevant and of interest to readers for years after its initial creation and publication

Dynamic content

Content that's unique to the user(s) visiting a site. Many websites can tailor the user's experience (based on cookies tracking their returning visits) and using their history or declared interests.

Iterate (DMI) Principle

Continually using learnings from each phase of the digital sales process to re-inform its next iteration.

Cost Per Mille (CPM)

Cost per thousand. Under a CPM pricing arrangement, advertisers pay for every 1,000 impressions of their ads.

Blogging

Creation and distribution of content that can complement and support existing digital selling goals

Empowered customers

Customers who know about product, price, features, and reviews before they talk to you.

Quality metrics

Data that measure potential business impact, for example, close rates, time to close, and deal size.

Segmentation

Distinguishing between different groups of subscribers based on what we know (demographics: age, gender) or what we learn about them (interests, preferences).

Ad impression

Each instance that a consumer is served an ad.

IP Tracking

Enables you to track and monitor people who have visited your web pages. With IP tracking, you can identify the server that accessed your site and thus in many cases the name of the business or organization.

Expanded Text Ad (ETA)

Expanded text ad format allowing for longer headlines and descriptions than standard text ads in paid search campaigns.

Short Message Service (SMS)

Generally used to describe text messages sent to a mobile device. The original SMS specification limited messages to 160 characters.

SMART goals

Goal setting in early stages in order to track, report, and measure the success of digital sales leadership: Specific, Measurable, Actionable, Relevant, Time-bound. Alternative versions of SMART include: Specific, Measurable, Attainable, Realistic, Timely Specific, Measurable, Achievable, Realistic, Time-based

Google Analytics (GA)

Google's popular web analytics platform which measures website, app, digital, and offline data usage.

GROW

Grassroots, rationalization, operationalization, and widespread adoption. The four stages of organizational maturity.

Keyword stuffing

Inappropriately high keyword density. Also called keyword spam.

Keyword spam

Inappropriately high keyword density. Also called keyword stuffing.

Implicit lead scoring metric

Information attained through observation of 'digital body language' (such as site browsing activity).

Explicit lead scoring metric

Information that is voluntarily submitted (for example, BANT) to help evaluate lead value in relation to the seller's goals.

Social content

Informative, educational content that is created in a variety of formats to anticipate and fulfil the needs of your target audience.

Calendar sharing

Integrating with multiple calendars and putting control in the hands of the prospect or lead. He or she can simply choose a preferred date and time and then the seller's diary is booked for that date and time.

Digital selling

Leveraging digital channels and advanced tools and techniques to fill your pipeline with the right people, insights, and relationships.

App monetization

Making money from a mobile app through advertising, app download promotion, or other methods

Permission-based marketing

Marketing efforts in which recipients of the marketing have opted in or given their permission to the marketer to send them information.

Vanity metrics

Metrics that are impressive but don't relate directly to business goals. For example, a high volume of page views that may not result in conversions.

MOFU

Middle of funnel. When it comes to engagement, refers to the stage where a relationship is being built with your prospect

Netiquette

Network etiquette. Essentially, the expected standard of behavior for online communication. Netiquette covers both common courtesy online and the informal 'rules of the road' of cyberspace.

Digital channels

Online means of distributing social content. Channels include owned media, paid media, and earned media methods.

Conversion Rate Optimization (CRO)

Optimizing your website and marketing efforts and digital content to gain more conversions.

Engagement

Phase that enables sellers to build relationships throughout the customer lifecycle, turn cold contacts into hot prospects, prequalify contacts, close new business and cross-sell or up-sell to existing ones and use a range of tools to maximize successful engagement.

Enablement

Phase that equips digital sellers and marketers with the tools to identify customer personas, target key decision-makers, establish a personal brand online, build a network of contacts, distribute relevant content, and capture vital information in CRM.

Aggregated posting

Posting across multiple social networks from one location.

Middle of the funnel customer

Potential customers who are in the research phase of purchase.

Sales method

Principles-based framework for the application of digital selling to achieve business goals. The DMI Method for digital selling consists of DMI 3i Principles, DMI Sales Framework and DMI Digital Sales Process.

Lead scoring

Ranking prospects against a scale of factors to evaluate the quality of each lead. Lead score is used to determine which communication goes to which prospect.

Reports

Reports contain performance insights that enable informed business decisions across all key areas in the CRM.

Dayparting

Scheduling ads by dividing the day into different time slots.

Natural search results

Search engine results that are not sponsored or paid for.

Return On Marketing Investment (ROMI)

Similar to ROI, but refers specifically to all marketing investments and activities.

Executive sponsor

Someone who is respected internally, has significant influence, understands the key goals and outcomes of the program, understands internal politics, and has executive goals that align with program objectives.

Content strategy

Strategy for the creation, curation, and distribution of useful, usable, and appropriate content as part of an overall digital selling strategy

Digital sales messaging

Tailoring your communications to your digital target audience to encourage them to buy your products or services

Off-ramp

Taking people from a social media network to a landing page where you can capture data.

Real-time bidding

Technology that allows advertisers to bid on each ad impression as it is served. Serving is based on behavioral targeting via cookies. Advertisers buy an audience, not a placement. Ad placements are auctioned to the marketplace and the highest bidder's ad is shown.

Listening

The act of monitoring keywords, topics, individuals, and groups for the purpose of either engagement or research.

Scheduling

The act of prescheduling your activity on a social media channel. Actions on Facebook, Twitter, and LinkedIn can be scheduled in advance in order to save time

First response time

The amount of time taken for your business to respond to a customer issue. It is one of the most important metrics that affects customer satisfaction.

Average visit duration

The average duration of a session or website visit.

Pages per visit

The average number of pages viewed during a visit to a site. Repeated views of a single page are counted.

Analytics

The collection, measurement, and analysis of digital marketing channel performance and website data.

Customer Acquisition Cost (CAC)

The cost of acquiring a new customer through marketing efforts.

The Snorkel/Scuba Method

The expedient process of seeking insights by gathering large amounts of data, structuring it to discover patterns, and identifying the patterns that require further scrutiny.

Entry page

The first page viewed by a website visitor

Deal review

The first step in the CRM Excel-based methodology. It can can yield major outcomes as to how probable a deal is to closing

Close plan

The fourth step in the Excel CRM tool. It outlines a series of actions that must be met by a salesperson to close a deal.

Chief Executive Officer (CEO)

The highest-ranking role within a company. The CEO oversees the entire operations of a company

Personal brand

The image that you convey. It clearly describes what you do and is the same image buyers see when they research you. A strong personal brand makes it more likely that prospects will respond to your outreach.

Exit page

The last page viewed by a website visitor

Social intelligence

The management and analysis of customer data from social sources in order to activate and recalibrate marketing or business programs.

Share Of Wallet (SOW)

The maximum revenue return of a customer. It gives you a good indication of how much revenue you can extract from a single customer.

Digital sales forecasting

The maximum use of all available data to deliver the most consistent and dependable projections of sales revenue.

Total Order Value (TOV)

The measure of a single sale but may not be the highest value you can obtain at that time

Click

The measurement of a mouse click on a hyperlink or ad. If a customer sees your ad and clicks on it to learn more or to do business with you, it's recorded in your account as a click.

Business Value Proposition (BVP)

The modern expression of solution selling is to sell the business value or end-user benefits rather than the components of a product or service.

Chief Operating Officer (COO)

The most senior role with regards to managing and overseeing the continued business operations within a company. Typically, the COO reports to the Chief Executive Officer (CEO) and is often second-in-command within the company

Churn rate

The number of customers or subscribers who cut ties with your service or company during a given time period.

Page views (PV)

The number of times a particular web page is visited in a particular time frame

Unique visitors

The number of unduplicated (counted only once) visitors to a website over the course of a specified time period.

Unique user duration

The number of unique visitors to a website over the course of a specified time period.

Feature creep

The ongoing expansion or addition of new features in a product, such as in computer software. Extra features go beyond the basic function of the product and so can result in software bloat and over-complication rather than simple design.

User Experience (UX)

The overall experience of a person using a website or digital app, rather than just the visual appearance of the site.

Customer Lifetime Value (CLV or CLTV)

The overall value of a customer for the duration of their relationship with a company. This metric is usually higher in companies which have high numbers of repeat customers

Search Engine Results Page (SERP)

The page of results that is displayed when you search for a keyword or key phrase on Google, Bing, and other search engines.

Landing page

The page that users land on when they click an online advertisement, email, or link in a search engine result page

Funnels

The pathway visitors typically follow on a website towards a conversion point.

Click Through Rate (CTR)

The percentage of people who saw your ad and then clicked on it. The formula for CTR is clicks divided by impressions.

Conversion rate

The percentage of visitors who buy, convert or take a desired action. This metric is a measure of the effectiveness of the sales process from engagement, to close of sale.

Keyword density

The percentage of words on a web page that are related to your target SEO keywords.

Chief Security Officer (CSO)

The person in charge of developing and overseeing all of the policies and programs that protect the employees, processes, intellectual assets, and tangible property of a business. These elements cover everything from privacy and data protection to environmental security, health, and safety.

Sweet spot

The point at which your customer's interests align with your company's expertise.

Average position

The position at which an ad appears on average on a search engine results page (SERP).

Upselling

The practice of encouraging customers to purchase a comparable higherend product than the one in question.

Multi-threading

The practice of finding, connecting, and engaging with multiple contacts within the same target account. As buying committees have expanded, and the likelihood of key contacts leaving has increased, sellers have been forced to break the one-relationship habit in their target accounts

File Transfer Protocol (FTP)

The process in which a pre-built website is uploaded to a web server. An FTP client is used to perform this action

Link building

The process of actively cultivating incoming links to a site in order to improve organic search performance

Digital engagement

The process of building relationships, whether proactive or reactive, with contacts, prospects, and leads.

Storyboarding

The process of creating a compelling business story to leverage sales

Lead nurturing funnel

The process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer's journey.

Lead nurturing

The process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer's journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.

Social monitoring

The process of identifying and responding to individual brand mentions.

Cross-linking

The process of linking between two sites. It allows users to reference sites with content similar to that which they are already viewing, and may be of further interest to them.

Competitive research

The process of narrowing the competition by discovering their strengths and weaknesses and discovering which audience(s) your competition is or is not serving well.

Search Engine Optimization (SEO)

The process of optimizing your website or web page to improve its visibility and gain high rankings in organic search engine results, thereby increasing the volume of non-paid search traffic to the site.

Content distribution

The process of publishing and promoting content online to ensure it reaches the largest possible relevant audience.l

Cultural trend research

The process of researching unique cultural characteristics and trends within communities of interest and how they will help you create targeted digital sales strategies for your audience.

Tracking

The process of tracking conversations in addition to tracking the actions that specific individuals may be carrying out such as opening emails, registering for webinars, or downloading content.

Employee advocacy

The process of turning employees into trusted advocates and brand ambassadors who share content that is relevant, timely, educational, and entertaining.

Metrics management

The process of using key metrics such as quality of leads, connections, and time to close to help measure the success of your digital sales program.

Social selling

The process of using social media platforms and tools to develop meaningful relationships with potential and existing customers..

Social listening

The process of using tools and digital or social media channels to discover and assess what people are saying about a company or brand online.

Return On Investment (ROI)

The profit or financial growth generated from a particular investment.

Commit

The revenue amount you can generate in a forecast period.

Customer detail

The second step in the Excel CRM tool. In this step, a salesperson can align the pain of the customer to the solution.

Psychographics

The study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research

Pipeline

The sum of all open sales opportunities in a forecast period.

Competitive landscape

The third step in the Excel CRM tool. It helps salespeople strategize against the competitor.

Page views

The total number of pages viewed. Repeated views of a single page are counted.

Flash impressions

The total number of requests made for pages that include Flash-based content by users of that site in the period being measured.

Visit

The total number of times that a user (a device) has engaged in a single burst of activity with less than 30 minutes between requests for content. A new visit occurs when the gap between requests for content is at least 30 minutes.

Best case

The total revenue amount if everything closed for the forecast period.

Unique Selling Point (USP)

The uniqueness of a product or service. In other words, this is what makes it different from its competitors.

Predictive analytics

The use of data, statistical algorithms, and machine-learning techniques to identify the likelihood of future outcomes based on historical data

Social account management (SAM)

The use of digital and social tools to further develop relationships with new and existing clients for the purpose of generating repeat sales

Cascading Style Sheets (CSS)

These describe how HTML elements such as color and font should appear on web pages and adapt when viewed through different devices or platforms.

Opportunity methodologies

Third-party methodologies that help CRM tools deliver further by guiding sales reps through a sales process in a standardized way.

Lead builder

Tool that lets you build your search criteria according to your target market using premium search filters.

Social account management tools

Tools that enable digital sellers to track, monitor and measure client interactions around social environments in order to keep the relationship active.

TOFU

Top of Funnel. When it comes to engagement, refers to the early stages of contact.

TIMITI

Try it, measure it, and tweak it. This is a continuous iterative process followed when testing marketing campaigns.

Cost Per Click (CPC)

Under a CPC pricing arrangement, advertisers pay only when a user clicks on their ads.

Situation analysis

Understanding your organization's activities (digital and non-digital). This involves conducting various types of research and analysis into the market, competitors, customers, and territories

Business-To-Business (B2B)

Used to describe a business that normally provides products or services to other companies or organizations. The term is also sometimes used to describe the business's marketing content.

Business-To-Consumer (B2C)

Used to describe a company that normally provides products or services directly to consumers, as opposed to other companies. The term is also sometimes used to describe the business's marketing content.

Initiate (DMI) Principle

Using digital methods to locate where your customers are interacting online.

Digital cross-selling

Using digital tools and platforms to suggest additional products or services that complement what you are currently providing.

Digital upselling

Using digital tools and platforms to suggest that customers purchase similar, more expensive products or services to make the sale more profitable.

Search Engine Marketing (SEM)

Using search engines to market to your target audience, either through SEO or paid methods such as PPC. This is geared towards increasing the volume of quality traffic to your website.

Brand affinity

When a consumer has an emotional connection with a brand.

Bottom of funnel (BOFU)

When it comes to engagement, refers to the stage where the seller needs to differentiate their product or service to drive prospects further down the funnel.

Warm introduction

Where you are introduced to a sales prospect through a mutual connection. This is important because statistics show that buyers are five times more likely to engage when outreach is through a mutual connection.

Integrate (DMI) principle

Wholly integrating and implementing each phase of the process into your overall digital selling strategy.

Measurement

Within the context of engagement, measurement means the ability to gather data, create insights from the data, and then use these insights to take actions to improve the success of subsequent engagements.