Glossary

Die Segmentierung hilft der Identifizierung verschiedener Gruppen, um festzustellen, welche Zielgruppen angesprochen werden sollen. Dafür unterteilt ein Unternehmen den heterogenen Gesamtmarkt in homogene Unterbereiche.

Nurturing and lead nurturing encompasses all the measures a company takes to address prospects with relevant information at the right time, in line with the respective phase of the purchase decision the prospect is currently in. Lead Nurturing also includes the further qualification of leads.

Lead Nurturing can be carried out in every phase of the buying process.

Marketing Automation provides the tools for automated communication and interaction design. The focus is on personalizing touchpoints with contacts.

With marketing automation, we observe the behavior of contacts with our brand and interpret it to identify the underlying needs. We respond to triggers from contacts at the right moment and proactively design further personalized interactions.

A marketing funnel is the mapping of the strategic goal from the company’s point of view with the corresponding steps and intermediate goals.

A sales funnel is a subcategory of marketing funnels, with the aim of generating qualified leads and more sales.

An anonymous visitor to the website.

A lead is an identified contact in the tool who has shown an interest in the offer.

A lead that has been warmed up (nurtured) in multiple interactions with various communications.

Inbound marketing describes the method by which customers are won over through content tailored to them.

Outbound marketing describes the methods of classic marketing.

Users who start learning about a product or service are at the top of the sales funnel.

In the Middle of the Funnel, the gap between the top of the funnel (awareness) and the bottom (decision) closes. Leads at this stage are in the consideration phase of their customer journey, thinking about solutions to their problem and considering your product or service as a potential fit.

Bottom of the funnel is where leads make the final decision whether to buy from you or a competitor. At the bottom of the funnel, you convert leads into customers.

A Lead Magnet is a free, value-added piece of content for which visitors provide their contact details and other information. A lead magnet turns anonymous visitors into leads.

A lead magnet is used in the engagement phase in the customer journey. Examples include: Checklists, topics, resources (list of tools, blogs, companies, etc.), how-to guides, and case studies.

We refer to Engager when it is not a sales funnel. So if the goal is not sales, but other conversions.

An entry-level product has a small hurdle to purchase. It can be purchased without major reconciliations. Out of pocket or departmental budget.

The main product is the one for which the brand is known. It forms the center of the portfolio of offers.

Margin optimizers are characterized by a small number of sales at a large margin.

Marketing automation campaigns are the concrete implementation of a marketing funnel in the marketing automation tool.