{"id":9505,"date":"2022-07-25T13:29:06","date_gmt":"2022-07-25T13:29:06","guid":{"rendered":"https:\/\/zenmedia.com\/?page_id=9505"},"modified":"2025-06-16T16:19:34","modified_gmt":"2025-06-16T16:19:34","slug":"glossary","status":"publish","type":"page","link":"https:\/\/zenmedia.com\/glossary\/","title":{"rendered":"Glossary"},"content":{"rendered":"\t\t
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The Ultimate B2B Marketing and PR Glossary<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tWith developments in the marketing and PR industries happening every day, there seems to be new jargon popping up everywhere we look, like \u201cMetaverse,\u201d \u201cshare of voice,\u201d and more acronyms than we know what to do with. So let\u2019s review some essential B2B marketing and PR terms (and remember to bookmark this page for your next \u201cWhat the heck is that?\u201d moment!).\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A\/B testing<\/a>
Above (or Below) The Fold<\/a>
Accessibility<\/a>
Account-Based Marketing<\/a>
Algorithm (Social Media)<\/a>
Alt Text<\/a>
Audiogram<\/a>
AVE (Advertising Value Equivalent)<\/a>
B2B (Business-to-Business)<\/a>
B2C (Business-to-Consumer)<\/a>
Backlink<\/a>
Brand<\/a>
Brand Awareness<\/a>
Brand Voice<\/a>
Bullet Points & Blessings<\/a>
Buyer Persona<\/a>
Buyer\u2019s Journey<\/a>
BOF or BoFu<\/a>
Bounce Rate<\/a>
Byline<\/a>
CAC<\/a>
Campaign<\/a>
Case Studies<\/a>
Churn Rate<\/a>
CLV<\/a>
Communications<\/a>
Consumer<\/a>
Content Marketing<\/a>
Content Calendar<\/a>
Conversion Rate<\/a>
Cookies<\/a>
Copywriting<\/a>
CPL<\/a>
CRM<\/a>
CTA (Call To Action)<\/a>
CTM Strategy<\/a>
Customer Behavior<\/a>
Dark Social<\/a>
Dashboard<\/a>
Demand Generation<\/a>
Demographics<\/a>
Digital Marketing<\/a>
Discord<\/a>
DNS (Domain Name System)<\/a>
Drip Campaign<\/a>
Earned Media<\/a>
Email Marketing<\/a>
ESP (Email Service Provider)<\/a>
Fractional CMO<\/a>
Funnel vs. Flywheel<\/a>
GDPR (General Data Protection Regulation)<\/a>
Ghostwriting<\/a>
Growth Marketing<\/a>
GTM<\/a>
ICP<\/a>
Inbound Marketing<\/a>
Influencer Marketing<\/a>
Infographic<\/a>
ISP (Internet Service Provider)<\/a>
Journey Map<\/a>
Keywords<\/a>
Keyword Research<\/a>
KPI<\/a>
Landing Page<\/a>
Lead Gen<\/a>
Lead Nurturing<\/a>
LOE (Level of Effort)<\/a>
Loss Aversion<\/a>
Low-Hanging Fruit<\/a>
Marketing<\/a>
Marketing Tech Stack (MarTech)<\/a>
Messy Middle<\/a>
Metaverse<\/a>
MOF or MoFu<\/a>
Move the Needle<\/a>
MQL (Marketing Qualified Lead)<\/a>
Niche<\/a>
NPS<\/a>
Op-Ed<\/a>
Outbound Marketing<\/a>
Owned Media<\/a>
Paid Media<\/a>
Paid Search<\/a>
Persona<\/a>
Personal Brand<\/a>
PLA (Product Listing Ad)<\/a>
PPC<\/a>
Product Market Fit<\/a>
Product Marketing<\/a>
Public Relations<\/a>
Q1 (2,3,4)<\/a>
Responsive Design<\/a>
Retainer Client<\/a>
Retargeting<\/a>
Retail Media Network<\/a>
Sales-enabled PR<\/a>
Sales Funnel<\/a>
Segmentation<\/a>
Self-Service Advertising<\/a>
SEM<\/a>
SEO<\/a>
SERPs<\/a>
Share of Voice (SOV)<\/a>
Shared Media<\/a>
SLA (Service Level Agreement)<\/a>
Social Listening<\/a>
Social Media<\/a>
Social Media Marketing<\/a>
Social Media Network<\/a>
Social Media Topic Calendar<\/a>
Social Selling<\/a>
SOW (Scope of Work)<\/a>
STEM Fields<\/a>
Thought Leadership<\/a>
TOF or ToFu<\/a>
User-Generated Content (UGC)<\/a>
Web3<\/a>
White Labeling<\/a>
White Paper<\/a>
White Space<\/a>
Wireframe<\/a>
Word-of-Mouth Marketing<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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A\/B testing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Also known as split testing, A\/B testing refers to the process of creating two versions of something to see which performs better. It could be a landing page, subject line, email newsletter, or another digital asset. One asset is \u201cA,\u201d and the other is \u201cB.\u201d Both assets are simultaneously shown to different users, and whichever performs better based on the metrics set will inform how future campaigns are constructed.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Above (or Below) The Fold<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The term \u201cabove (or below) the fold\u201d comes from the heyday of newspapers and printed media. When an advertisement was placed \u201cabove the fold,\u201d it was visible from the front page and didn\u2019t require the reader to unfold the paper to see it. Conversely, \u201cbelow the fold\u201d meant that it was placed past where the paper naturally folded or on another page altogether. In a modern context, this references whether or not the reader has to scroll to see your advertisement, with \u201cabove\u201d being immediately visible and \u201cbelow\u201d being farther down the webpage.<\/p>

Related Reading:<\/b> Creating Stellar HTML Emails \u2013 Tips from Our Email Marketing Pros<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Accessibility<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tWhile the definition of accessibility may seem obvious, it is of growing importance for brands to create and share accessible content. This means that anyone, regardless of ability, should easily be able to navigate, understand, and use your content. For brands, that could mean using captions on all videos, including alt text on images, and creating screen-reader-friendly websites. \n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Account-Based Marketing <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tUsing tactics to target specific potential clients to convert them into consumers is account-based marketing (ABM). Also known as key account marketing, ABM is a strategic way to show high-value potential clients that your company understands their needs and can alleviate specialized pain points.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Algorithm (Social Media)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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All social media platforms (and search engines, for that matter), use an algorithm, a form of computer coding that sorts social media posts and content to show the most relevant, popular, or trending content, rather than sorting by posting time and date.<\/p>

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Related reading:<\/strong> Hack the LinkedIn Algorithm in 4 Easy Steps<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Alt Text<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tWhen adding an image to your website or social media, you may be prompted to add alt text. But where does it go, and what does it do? Alt text, or alternative text, is text that shows in the box where an image is placed. Some internet users have settings that don\u2019t load images\u2014for reasons of browsing speed or visual impairment. This allows those users to use screen-reading technology that tells them what the image is of, thus making your digital presence more inclusive to all ability levels. \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Audiogram<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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An audiogram is a (typically animated) visual accompaniment to an audio clip. This can include pictures, subtitles, graphics, or even animation to help solidify the content of the recording. These are particularly helpful in marketing because of their highly-shareable nature, compatibility with social media, and enhanced, engaging content.<\/p>

Related Reading:<\/b> Reduce, Reuse, Repurpose, and Recycle Your Content<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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AVE (Advertising Value Equivalent)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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An AVE, or advertising value equivalent, is almost like a price check. This is when a monetary value is assigned to a piece of PR content that states how much it would be worth to a customer. The price mainly depends on the piece’s scope, prominence, potential readership, and other components.<\/p>

Related Reading: <\/b>Understanding the Basics of Paid Advertising Online<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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B2B (Business-to-Business)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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B2B (Business-to-Business) is a business model where companies make transactions with one another instead of with a consumer. This can be for marketing purposes, for example, where a company wants to launch a campaign and needs to contract another business to help them design it (this is the work we do here at Zen!). Some of the other B2B markets include producers and government institutions.<\/p>

Related Reading: <\/b><\/p>