Microsite
Microsites are small websites designed to deliver a very focused user experience to a very specific, targeted visitor, and are usually independent from the main or parent site.
Archive for May, 2009
Marketing Strategy
Marketing Strategies usually contain 7 facets, each one defining how to approach its specific part of the marketing and sales cycles.
Interest
Interest, in Marketing terms, is the state of mind a person enters when they move from being simply Aware of your products, to being interested.
Marketing Life Cycle
The Marketing Life Cycle describes the stages of a person’s mental state on the journey from Lead to Client.
Buzz
Buzz in a marketing sense is the interest generated around a campaign, product, promotion, service or company.
Buzz
Buzz in a marketing sense is the interest generated around a campaign, product, promotion, service or company.
B2C
B2C indicates a business which markets and sells its products or services directly to consumers.
B2C
B2C indicates a business which markets and sells its products or services directly to consumers.
B2B
Business-to-Business describes a business which sells its products or services to other businesses (versus consumers).
BANT
BANT is an acronym for Budget, Authority, Need and Timeframe – and is used as a checklist to qualify a prospect.
BANT
BANT is an acronym for Budget, Authority, Need and Timeframe – and is used as a checklist to qualify a prospect.
White-Hat SEO Techniques
White-Hat SEO Techniques are the those which focus on Keyword Strategy, website design and content to elevate Page Ranking
Black-Hat SEO Techniques
Black-Hat SEO Techniques are the kind which attempt to trick the search engine into elevating a site’s Page Rank.
Bait-and-Switch (Cloaking)
Bait-and-Switch is a term borrowed from the criminal fields of fraud and confidence tricksters in which the victim is persuaded to buy a lessor item because the bait is “suddenly” unavailable. See also Cloaking.
Backlinks
Backlinks, also called internal links, are the links from one page of a website, to another page of the same website.
Awareness
Awareness, the first phase of the Marketing Life Cycle, is the state of mind of leads when they become aware of the existence of a product, service or company.
Technology Adoption Cycle
The Technology Adoption Cycle classifies people into groups according to their preference for adopting new technology.
Application Service Provider (ASP)
Gossamar is an ASP – when you use us to run your sales and marketing automation system on your behalf.
Application Program Interface (API)
API’s are the defined set of call procedures which allow one program to interact with another at the code level.
Algorithm
Algorithms are a set of rules which dictate the way in which a process or procedure will be performed.
Cost Per Acquisition (CPA)
Cost Per Acquisition is a commission paid by one organization to another, for a predetermined conversion activity resulting from a referral link.
AdSense
AdSense is an advertising program from Google which displays ads on a page, relevant to the page’s content.
Acquisition Cost
Acquisition Cost is the cost to acquire one sales lead, subscriber, client or prospect.
Above the Fold
Above the Fold is that portion of a web page which is visible without the user scrolling the page.
A/B Split
A/B Split is a technique in which two versions (A and B) of a campaign element are tested against 2 randomized groups of users, to see which version delivers better results.
Analytics
Analytics means data analysis. With Sales and Marketing Automation (SAMA), data capture and analysis can be automated, making it easy and inexpensive for marketers to obtain valuable insight on their markets and prospects.
VAR
Value Added Resellers are organizations which buy or rent a product from one company, modify it by adding value in some form, and then resell it to a 3rd party.
Software Integrators
Software Integrators combine software packages from various suppliers into an efficient and seamless solution to a specific problem domain.
Sales Lead Generation
Sales Lead Generation refers to the process of finding leads and then implanting Awareness and cultivating Interest.
Pull Marketing
Pull Marketing is a Marketing 2.0 technique based on attracting, or pulling, visitors to your website instead of pushing ads out to them via traditional media outlets.
Page Rank
Page Rank is an algorithm used by search engines to rank a webpage’s relevance to a keyword or keyword phrase entered to initiate a search.
Organic Search Traffic
Organic Search Traffic are website visitors who clicked on a Search-Engine-Results-Page listing after entering a search query in one of the search engines, as opposed to those who clicked on a pay-per-click ad.
Market Segment
Market segments are groups of people or organizations who have similar product or service needs.
Marketing Integration
Marketing Integration is the process of bringing your offline marketing campaigns into the efficiencies and analytics of the online world.
Marketing Dashboards
A Marketing Dashboard provides a complete overview, at a glance, of the status of a company’s marketing initiatives using intuitive gauges and graphs.
Keyword Strategies
Keyword Strategies are designed to move your website’s listing higher on the search engine’s results page, making it easier for prospects to find you.
External Links
External Links are hyperlinks from a 3rd party site (often called a referral site) to yours.
End-to-End Solution
End-to-end Solutions offer a complete, integrated solution to the problem, from start to finish.
CRM Database
CRM Databases are part of CRM Systems and house the data associated with leads, prospects and clients.
SAMA-Roadmap
A Sales and Marketing Automation Roadmap is a Gossamar document which specifies the most profitable path to automate marketing and sales within your company.
Integrating Sales and Marketing Teams
Integrating Sales and Marketing Teams is accomplished through the use of tools such as CRM and Demand Generation systems, and the design and implementation of processes shared by both organizations.
SAMA
Sales and Marketing Automation (SAMA) includes Web Analytics automation, SEO automation, Demand Generation automation, Reputation Management automation, and CRM automation.
B2B Sales and Marketing Automation
B2B Sales and Marketing Automation is defined in this Glossary under SAMA.
Email Automation
Email Automation is the application of software assistance to the sending, receiving, handling and management of email campaigns.
Outsourcing
Outsourcing is the process of handing off or assigning a specific task to an outside organization to perform on your behalf.
Gossamar Trial Campaign
Gossamar Trial Campaigns are the easiest, quickest, least risky and lowest cost way to explore sales and marketing automation.
Marketing 2.0
Marketing 2.0 reflects the web-enabled shift from selling to buying, delivers a new permission-based 1:1 relationship between seller and prospects, and is powered by new web-based automation, real-time market analytics, and market insight.
Marketing 1.0
Marketing 1.0 refers to the old order of marketing which relied on Outbound Marketing and Push techniques, as opposed to Marketing 2.o which relies on Inbound Marketing and Pull techniques.
Sales Force Automation
Sales Force Automation systems add functionality to Contact Management Systems by tracking sales data on top of prospect and client information, and can be linked to Demand Generation Systems to improve sales call effectiveness and enable the calculation of ROI.
ROI
Return on Investment is the income gained or lost on an investment divided by the amount of money invested.
ROMI
Return on Marketing Investment is calculated by dividing the incremental profit generated from a marketing campaign by the cost of that marketing campaign.
Sales Lead Management
Sales Lead Management, in the context of Marketing 2.0, refers to the process of automatically receiving, storing, responding to, and then qualifying and nurturing sales leads arriving on a website Landing Page.
Campaign Automation Tools
The two main Campaign Automation Tools in Marketing 2.0 are Inbound Marketing Automation Systems and Drip Email packages.
Landing Pages
Landing Pages are pages with a specific URL to which Internet users are driven by on or off-line marketing campaigns.
Multivariate Testing
Multivariate Testing is the automated process of sending two different versions of a campaign element — such as landing page with two version of the headline — to two distinct but randomly chosen user populations, and then monitoring which version produces the better response. Also know as A/B split testing.
Lead Nurturing System
Lead Nurturing is an automated process in Demand Generation Systems to keep prospects engaged with regularly-scheduled 1:1 communication until they are rated “sales-ready”.
Email Verification
Email Verification is the process of confirming that a visitor has supplied a valid email address.
Soft Error Detection
Soft Error Detection, incorporated into good Demand Generation Systems, validates user input as it is keyed into a form field, as opposed to having to wait until the entire form is submitted, and forcing the user to go back into the form to find the error.
Sales Lead Scoring
A prospects “score” is constantly updated based on their activities and interactions on the website.
Dashboard
Dashboard is a term borrowed from the automobile industry to indicate a display or array of gauges.
Progressive Forms
Progressive Forms are shown to the user in sections, requesting the user to answer only a few questions each time, improving the form conversion rate.
Online Content
Online Content is any form of information provided to educate or entertain visitors to a site.
Pay-Per-Click Advertising (PPC)
Pay-per-click Advertising requires marketers to pay a specific fee each time their ad is clicked online.
Inbound Marketing
Inbound Marketing enables prospects to find you (the seller) when they are looking for solutions, versus traditional Outbound Marketing where you broadcast to mass markets in the hope that you’ll find some prospects that are interested in your message.
Reputation Management Analytics
Reputation Management Analytics determine the sentiment of conversations currently taking place online in news items and in Social Media, concerning your company and or products.
Multi-Touch Campaigns
Multi-touch Campaigns orchestrate a series of “touches” with the prospect, all designed to push or advance the prospect to the next stage of the sales cycle.
Demand Generation System
Demand Generation Systems are designed to automate many of the routine or drudge tasks involved with Sales Lead Generation and Sales Lead Management.
Search Engine Marketing (SEM)
Search Engine Marketing, SEM, covers the field of using search engines to generate traffic to your website.
Search Engine Optimization (SEO)
The process of optimizing your website so that search engines rank your website higher in the natural or organic search results.
Automation Business Rules
Automation or Business Rules are processes coded into a Demand Generation System dictating the way in which a specific lead is handled at a specific instant in the Marketing or Sales Cycle.
Drip Marketing
Drip Marketing uses emails to perform a series of touches which reach out to a prospect, all designed to nudge the prospect to the next stage of the Marketing and Sales Cycle.
Digital Footprints
Digital Footprints are the tracks left behind by visitors as they explore a website’s pages.
CRM System
Customer Relationship Management system are traditionally maintained by sales, and store prospect, customer, and sales opportunity data.
B2B Marketing Automation
B2B marketing automation uses software to offload repeatable tasks from people to machines.
Marketing
Marketing deals with identifying market needs, and creating and delivering value to customers in a profitable way.
