Management strategies Definitions

  • A

    account-based marketing (ABM)

    Account-based marketing (ABM) is a business-to-business (B2B) strategy that focuses sales and marketing resources on targeted accounts within a specific market.

  • agile marketing

    Agile marketing is an iterative approach to marketing strategies that models methodologies used in agile software development. With agile marketing, teams identify and focus their collective efforts on high value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve results over time.

  • B

    buying signals

    Buying signals are behavioral cues that indicate the intentions of prospective or existing customers in terms of their readiness to buy.

  • C

    cannibalization

    In marketing, cannibalization is the decreased demand for an existing product that occurs when its vendor releases a new and similar product.

  • churn rate

    Churn rate is a measure of the number of customers or employees who leave a company during a given period. It can also refer to the amount of revenue lost as a result of the departures.

  • CRM (customer relationship management)

    Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving customer service relationships and assisting in customer retention and driving sales growth.

  • crowdcasting

    Crowdcasting is a problem-solving and idea-generating tactic in which a corporation disseminates details of a specific problem or situation to a carefully chosen group of people for possible solutions. The process is often conducted as a contest. The results may be used to resolve difficult or complex development and marketing issues... (Continued)

  • customer engagement

    Customer engagement is the means by which a company creates a relationship with its customer base to foster brand loyalty and awareness

  • customer experience management (CEM or CXM)

    Customer experience management (CEM or CXM) is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle.

  • D

    digital marketing

    Digital marketing involves the various efforts by a company to connect with customers through digital and online communication channels, including email, geolocation and mobile marketing, social media, online customer communities, webinars and other video-based content.

  • direct marketing

    Direct marketing is a type of advertising campaign that seeks to elicit an action (such as an order, a visit to a store or website or a request for further information) from a selected group of consumers in response to communication from a marketer.

  • M

    market intelligence (MI)

    Market intelligence is the monitoring of specific data streams in order to provide stakeholders with a holistic view of an industry segment or customer base. The term market, in this context, is a specific category of potential buyers and intelligence is a synonym for information.

  • marketing campaign management

    Marketing campaign management is the planning, executing, tracking and analysis of direct marketing campaigns.

  • masthead

    On the Internet, a masthead is a graphic image or text title at the top of a Web page that identifies the Web site and, sometimes, the particular section of the site.

  • microsegmentation

    Microsegmentation is a process that divides an entity into extremely small parts.

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