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BtoB Marketing Glossary and Terms
What is the difference between lead management, demand generation and marketing automation? Find out in the BtoB Marketing Glossary.
A
Above the Fold: Marketing term for the portion of a message visible on a computer screen without scrolling down the page.
Accreditation: Third party program can certify a sender's email at accepted email receivers. It’s a third party stamp of approval at participating ISPs. Several trusted sender programs include SenderScore by Return Path - formerly Bonded Sender, Goodmail and Habeas. A business must pay for accreditation with these programs and they reject about 80% of applicants.
Advocate: Customer providing unpaid promotion for your organization, product or service.
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B
Behavior-based Segmentation: Dividing and targeting lists and triggering communications based on contact behaviors and history or dividing and targeting groups by firmagraphic and demographic information stored in a central marketing database.
Blacklist: Group of addresses, domains and IP addresses prevented from passing through spam filters established at ISPs. Users with bad sending habits or SPAM behaviors can end up on a blacklist.
Blog: Website containing an online personal journal with reflections, comments and often hyperlinks provided by writer.
C
Campaign: Overall structure for organizing related resources and sending out a series of communications to a group of contacts meeting pre-determined entry criteria.
Campaign Resources: All emails, surveys, microsites and direct mail pieces associated with a marketing campaign, which are grouped together for the purpose of organization and analysis.
CAN-SPAM Act of 2003: (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.
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D
Dedicated IP Address: Internet address used solely by one company to send email.
Domain: A particular organization's registered name on the Internet.
Domain Keys: Email authentication system designed to verify the DNS domain of an email sender and the message integrity.
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E
Email Spoofing: Term used to describe fraudulent email activity in which the sender address and other parts of the email header are altered to appear as though the email originated from a different source. Email spoofing is a technique commonly used for spam email and phishing to hide the origin of message. By changing certain properties of the email header, malicious users can make the email appear to be from someone other than the actual sender.
Enterprise Marketing Management: Software solutions designed to enable more effective and efficient marketing through the automation of marketing activities including data management and analytics, creative development and file sharing and operational execution.
ESP (Email Service Provider): A company providing email service for a fee.
F
False Positive: A spam filtering technique occurring when a legitimate email message is wrongly classified as spam and doesn’t get reach the inbox.
Filter (Includes ISP, Corporate and Client Filters): Email technology that catches unsolicited or SPAM email.
Frameset: Code used to display different HTML documents within the same browser window. Multiple frames allow web page designers a way to keep certain information visible while users navigate and scroll through the separate frames.
G
Grow: Marketing term used to define the process of building more profitable, long-term relationships by encouraging repeat purchases of active customers.
H
Hard Bounce: Mail server could not send an email. An email falls into the hard bounce category in iMarketing Automation when there is no such user, an inactive email address or an invalid domain. The most common example of a hard bounce is when the user doesn’t exist on that domain or the email has been blocked.
I
iFrame (Inline Frame): Code used to embed a resource within a web page. Known as ‘floating frames,’ they can be positioned anywhere within a web page with text wrapping around it.
Integration API: Interface allowing vendors and applications to extend and integrate with each other. Data is mapped and transferred between application systems.
Internet Protocol (IP) Address: Number devices use to identify and communicate with each other on a computer network utilizing the Internet Protocol (IP) standard. Participating network devices include routers, computers, time-servers, printers, internet fax machines, and some telephones.
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L
Landing Page: Web page containing specific targeted content in correspondence to a marketing campaign (also known as a microsite).
Lead Route: Tool generating an automated email to pre-designated recipients containing a CSV file. The file contains a specified group of campaign participants who meet certain rules and criteria. Or passing contact details to sales via integration with CRM systems.
M
Message Transfer Agent (MTA): Technology responsible for delivering email messages. Upon receiving a message from a Mail User Agent or another MTA, it stores it locally, temporarily analyzes the recipients and either delivers it or routes it to another MTA. In either case it may edit or add to the message headers. Servers responsible for high volume email delivery – it’s a critical component of deliverability and should have features to support AAR (authentication, accreditation and reputation). The MTA manages an appropriate sending speed, “throttling” to each domain/ISP based on real-time feedback. It also handles bounce processing.
Microsite: Web page containing specific targeted content in correspondence to a marketing campaign (also known as a landing page).
N
Notifications: Communications sent via email containing information about the marketing campaign such as updates, survey responses, milestones and summaries.
Nurture: Marketing term used to define the process of identifying potential customers, initiating the exchange of information and moving consumers or businesses through the buying cycle toward a purchase.
O
Opt-out: Marketing term describing the method of requiring a targeted individual to explicitly respond to a solicitation in order to keep from receiving a communication, product or service. The individual chooses not to participate in something.
P
Pay-Per-Click: Advertising technique used on websites, advertising networks and search engines. With search engines, pay-per-click advertisements are usually text ads placed near search results; when a site visitor clicks on the advertisement, the advertiser is charged a small amount. Variants include pay-for-placement and pay-for-ranking.
Permission-Based Marketing: Marketing practice requiring an opt-in policy where the audience self-selects the communications they wish to subscribe to. The policy explains how any information the audience provides will be used.
Phishing: Online criminal activity using social engineering techniques. "Phishers" attempt to fraudulently acquire sensitive information such as passwords and credit card details by masquerading as a trustworthy person or business in an electronic communication. Phishing is typically carried out using email or an instant message.
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R
Really Simple Syndication (RSS): Family of web feed formats. Content providers publish a feed link on their web sites which end users can register with an aggregator program running on their own machines. When instructed, the aggregator asks all the servers in its feed list if they have new content. If so, the aggregator either makes a note of the new content or downloads it. Aggregators can be scheduled to check for new content periodically.
Relationship Marketing: Marketing method in which businesses consistently maintain two-way communication with their prospective, current and inactive customers in order to gain a deeper understanding of their needs while delivering personal and compelling marketing throughout their lifecycle.
Reputation: Online behavior-based method of verifying the amount and quality of email message sent from a particular IP address and domain over a period of time is acceptable. It shows a company is a legitimate sender and is controlled by the company itself – it can’t be purchased. Reputation is based on the sender identity, ISP, recipient and third party feedback and list hygiene. Having a good reputation can improve email deliverability.
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S
Search Engine Marketing (SEM): Marketing methods designed to increase the visibility of a website in search engine results pages.
Seed List: Group of people in your company who need to see a campaign or email when it goes "live" to the target audience.
Sender Policy Framework (SPF)/Sender ID: Form of authentication to force registration of approved sending IP addresses.
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W
Web Service: Standardized way of integrating web-based applications using the XML, SOAP, WSDL and UDDI open standards over an Internet protocol backbone.
Web Tracking: Allows you to track visits to your website, link this data to iMarketing Automation and target communications to contacts based on the web pages they have viewed.
Whitelist: Group of accredited, trusted addresses, domains and IPs approved to pass through spam filters established at ISPs and corporate filters. Whitelists are used to reduce the incidence of false positives, often based on the assumption that most legitimate mail will be from a relatively small and fixed set of senders.