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B2B Marketing Dictionary

2022-09-23 08:22:03Li Tang

《B2BMarketing Dictionary2.0》Designed to help newcomers quickly understand industry term,持续更新中;



名词

英文

解释

1

增长黑客

Growth Hacker

Between technology and market of the new team roles,主要依靠技术和数据的力量来达成各种营销目标,而非传统意义上靠砸钱来获取用户的市场推广角色.他们能从单线思维者时常忽略的角度和难以企及的高度通盘考虑影响产品发展的因素,提出基于产品本身的改造和开发策略,以切实的依据、低廉的成本、可控的风险来达成用户增长、活跃度上升、收入额增加等商业目的.简单来说,就是低成本甚至零成本地用“技术”来让产品获得有效增长.The above is on wikipedia definition,Domestic a gleam of growth in the actual combat hackers,Know more with data driven,善用AB测试,Use data analysis to drive product iteration and business growth

2

海盗模型

AARRR

获取用户(Acquisition),提高活跃度(Activation),提高留存率(Retention),获取收入(Revenue),自传播(Refer)

3

北极星指标

North Star Metric

Polaris index refers to one of the most important in all indicators,A criterion is associated with the business,In a different environment Polaris indicators define different,Such as corporate level Polaris index but with running water amount,Also can be the total number of users,Polaris indicators of a web site can be a number of registered users or orders,A page of the Polaris indicators can be button clicks.也叫第一关键指标OMTM(One Metric That Matters)

4

销售线索

Leads

In the sales management systemLeadsIn the customers have the opportunity to the forefront of,Generally by the online for the guest、市场活动、Various approaches such as telephone counseling for,LeadsIs the most simple of customer data,Usually there is only one phone number,With a relatively low quality c.举例:官网注册体验Demo,我们通常称之为Leads

5

MQL

Marketing-Qualified Leads

Marketing team recognition clues,Initial quality,Judgment standard ratioLeads要严格,Such as the business name,手机号,职位,And there is a clear demand.不同团队的MQLJudgement standard is not the same,通常MQLIs the quality can be transferred to the sales of clues,Also called portrait clients

6

SQL

Sales-Qualified Leads

Sales team recognition clues,跟MQL相比,The possibility of more don't into a single,Judgment standard ratioMQLThe budget and project cycle and expects the remittance amount,不同团队的SQLJudgement standard is not the same,通常SQLOn behalf of sales can be attributed to their ownpipeline,Also called intention client

7

关单

Close Deal

在CRMDeals are displayed,Usually play model definition is back to the contract or customer

8

Inbound

Inbound

全称是Inbound Marketing ,指的是“The opportunity to find you”,注重修炼内功,打造高质量产品,Attract users recognition,Often use web site、SEO、SEMand other means to acquire customers

9

Outbound

Outbound

全称是Outbound Markting,Actively push marketing,Usually means is a TV AD,广播,杂志等,In the domestic commonly used method is to get the list(No clues are included)After calling out

10

LTV

Live Time Value

生命周期价值,Refers to the user from registration to the total value of loss in brand contribution,在电商领域,Refers to the total consumption amount,在B2BRefers to all the service in the field of the total amount paid,Usually used to identify the high value users

11

ROI

Return on Investment

投资回报率,投入产出比,Refers to enterprises in the process of do business spending and income status,拿SEM来举例,支出100流水200,ROI是1:2,Pairs of different teamsROI定义不同,Have a plenty of according to the water,Have a plenty of in accordance with the net

12

CAC

Customer Acquisition Cost

思是“用户获取成本”,即你花多少钱获取了一个新用户.CAC是总的市场相关花费除以总的对应花费带来的所有新用户数,Marketing is often used when index,And usuallyLTV(Life Time Value,用户生命周期价值)作比较,On the basis of choosing appropriate marketing channels.

13

CTR

Click-Through-Rate

点击通过率,广告的实际点击次数(严格的来说,可以是到达目标页面的数量)除以广告的展现量(Show content).This indicator reflects ads and compatibility and quality

14

ARPU

AverageRevenuePerUser

在电商领域,Used to measure the user quality c,Often users user layer,高端的用户越多,ARPU越高,在教育领域,Marketing data analysis,ARPUGenerally refers to the guest unit price.

15

GMV

Gross Merchandise Volume

一段时间内的成交总额,In e-commerce sites definition is a website to clinch a deal amount.The actual amount refers to take orders, 包含付款和未付款的部分

16

DAU

Daily Active User

日活跃用户数量,常用于反映网站、互联网应用或网络游戏的运营情况,Website usually useUV来衡量,DAU常用于APP;常见还有WAUWeekly active andMAU月活跃

17

Persona


Occasionally been translated into user portrait,Apart from a large number of users character portrait,personaMore refers to the content creation、Product positioning,Virtual characters with a characteristic attributes,In every action in the guidance of the target object,Used to instantiate the target audience.

18

ABM

Account-Based Marketing

Is often understood as a marketing method based on the user,To contact the priority target customers,And for customers with customized information into contact with customers

19

私域流量


User repeat consumption,Flow without having to pay,可随时触达,被沉淀在公众号,微信群,个人微信号,头条号,抖音等自媒体渠道的用户,Similar to the fan flow

20

UV

Unique Visitor

独立访客,If based on the browser's“cookie” 来判定的.在浏览器cookieUnder the condition of data is not clear,即使用多个IPSwitch to login a web site,Can only remember for a number of visitors

21

PV

Page View

页面浏览量,网页浏览数是评价网站流量最常用的指标之一,简称为PV,监测网站PVThe change trend and analysis of the reason is that many webmasters of work to do on a regular basis

22

SEM

Search Engine Marketing

搜索引擎营销,Based on the search engine platform of network marketing,Usually considered equivalent to paid search engine promotion,比如百度推广

23

SEO

Search Engine Optimization

利用搜索引擎的规则提高网站在有关搜索引擎内的自然排名,搜索引擎优化做的越好,The higher the page rank,No ads at the end of the search results is the word search results

24

DSP

Demand-Side Platform

需求方平台,以精准营销为核心理念,需求方平台允许广告客户和广告机构更方便地访问,And more effectively to buy advertising

25

信息流广告

News Feed Ads

信息流广告是位于社交媒体用户的好友动态、或者资讯媒体和视听媒体内容流中的广告,Common in handheld baidu information flow,Baidu search page search box below information

26

TGI

Target Group Index

目标群体指数,可反映目标群体在特定研究范围(如地理区域、人口统计领域、媒体受众、产品消费者)内的强势或弱势,计算方法: [ 目标群体中具有某一特征的群体所占比例/总体中具有相同特征的群体所占比例 ] * 标准数100,the larger the amount,Suggests that the target group alignment, the more strong

27

K因子

K-Factor

Also known as the coefficient of virus,用来衡量推荐的效果,即一个发起推荐的用户可以带来多少新用户

28

裂变


By a successful point duplicate another point,Two points again fission into four,以此类推,先慢后快,Usually refers to in the process of marketing implementation news、The method of ten word.

29

LinkTag


广告链接标记,通过类似 UTM Parameters to mark,在标记的目标页面 URL 中携带,可以人为配置

30

UTM

Urchin Tracking Module

UTM 参数是 Urchin Tracking Module (UTM) 的简称,是 Urchin 公司开发的一个功能模块.2005 年谷歌收购了 Urchin,GA 沿用 UTM 来跟踪创建的活动.现在已经被业界用来统一跟踪流量来源

31

指标


Index is a quantitative measure of the、To measure target unit or method

32

度量


Used to measure the length and volume of standard,Be showed in measurement data in the Internet,Such as indicators of measurement

33

用户留存


用户在某段时间内开始使用应用,经过一段时间后,仍然继续使用该应用的用户,被认作是留存用户

34

转化率


Conversion refers to a certain percentage for two behaviors,For example, add to cart to submit orders conversion rate

35

埋点


是网站分析、APPA kind of commonly used data acquisition method in the analysis of,There are full burials、代码埋点、Visual buried point several ways,Code points front-end buried buried point and,后端埋点

36

事件


是指用户在 APP、Behavior is happening on the website application,i.e. who,何时,何地,通过何种方式,做了什么事

37

PGC

Professional Generated Content

Experts original content


38

SaaS

Software-as-a-Service

软件即服务,提供给客户的服务是运营商运行在云计算基础设施上的应用程序,用户可以在各种设备上通过客户端界面访问,如浏览器.消费者不需要管理或控制任何云计算基础设施,包括网络、服务器、操作系统、存储等等,

Understandable for opening account password can be used.

39

PaaS

Platform-as-a-Service

平台即服务,提供给消费者的服务是把客户采用提供的开发语言和工具(例如Java,python, .Net等)开发的或收购的应用程序部署到供应商的云计算基础设施上去.

客户不需要管理或控制底层的云基础设施,包括网络、服务器、操作系统、存储等,但客户能控制部署的应用程序,也可能控制运行应用程序的托管环境配置;

40

IaaS

Infrastructure-as-a-Service

(基础设施即服务)提供给消费者的服务是对所有计算基础设施的利用,包括处理CPU、内存、存储、网络和其它基本的计算资源,用户能够部署和运行任意软件,包括操作系统和应用程序.

消费者不管理或控制任何云计算基础设施,但能控制操作系统的选择、存储空间、部署的应用,也有可能获得有限制的网络组件(例如路由器、,防火墙,、负载均衡器等)的控制.

41

公有云


公有云通常指第三方提供商为用户提供的能够使用的云,公有云一般可通过 Internet 使用,可能是免费或成本低廉的

42

私有化部署


Directly to the software deployment in enterprise own server,Or public cloud offersVPN服务

43

混合云


混合云(有时称为云混合)是一种将本地数据中心(也称为私有云)Together with public cloud computing environment,Between them is allowed to share data and application.Some hybrid cloud is defined as including“多云”配置,The organization in addition to its local data center using multiple public cloud.

44

CSM

Customer Success Manager

Refers to the guidance in the whole process of the brand outside of the products to provide customers consulting services consultant;Tend to have highly specialized knowledge,The use of guide customers better products、Solve the problem of product application、Provide the latest product upgrade information,To support the optimization of product use.

45

USM

User Success Manager

Unlike customer success,In the customer or user stage,Provide early support services of consultant

46

流量渠道


Brand to get traffic channel,例如搜索引擎,付费广告,社交媒体等

47

用户画像


用户画像是真实用户的虚拟代表,There are several different meanings,Is a common characteristic of a group

48

SDR

Sales Development Rep

Literal translation for sales development on behalf of,在B2B软件公司,Equivalent to pre-sales consultant,For follow up of sales leads and incubation,In the early for potential customers to solve the problem

49

SI

System Integration

系统集成商,Usually refers to help enterprises with development of the service provider,比如开发网站、app、小程序、H5等

50

RFM模型


Measure of customer value and customer profitability important tool and means,The model through the customer purchasing behavior、The overall frequency and consumption amount of purchased,3Indicators to describe the customer life cycle value

51

CRM


客户关系管理,Also on behalf of the customer relationship management system,The relationship between the enterprise to manage with the customer

52

用户分层


Based on the user of one or more of the indicators for the user to distinguish,form layers,Operating personnel to discriminate the distinction between users to achieve better operation results

53

用户分群


用户分群即将用户标签化,把具有相同特征、行为的用户进行聚类,Used for refinement operations,Compared with the user layer had no obvious level,Based on the purpose of the strong

54

KOL


关键意见领袖,Usually refers to the industry with influence and fans of famous people,KOLSpeak of media will have certain influence

55

跳出率


The number of visitors to visit only one page left of all the ratio of the number of visitors,Bounce rate reflect the traffic quality and the comprehensive effect of landing page

56

用户行为路径/行为序列


网站或AppPlatforms such as track user behavior,Such as access to the page、Click on the button can be recorded, the action of forming behavior path

57

NPS


净推荐值,又称净促进者得分,亦可称口碑,是一种计量某个客户将会向其他人推荐某个企业或服务可能性的指数.它是最流行的顾客忠诚度分析指标,专注于顾客口碑如何影响企业成长.通过密切跟踪净推荐值,企业可以让自己更加成功.净推荐值(NPS)=(推荐者数/总样本数)×100%-(贬损者数/总样本数)×100%,NPSThe score value is in 50%The above is considered to be good.如果NPSThe score value is in 70-80%Prove that your company has a group of high loyalty between good customer.Surveys show that most companiesNPS值还是在5-10%之间徘徊.

58

退出页


When users browsing website,From which page to leave call out

59

退出率


The number of users from one page to exit the and the percentage of visits the page

60

社群运营


社群运营是指将群体成员需以一定纽带联系起来,使成员之间有共同目标和持续的相互交往,群体成员有共同的群体意识和规范,Usually in WeChat group or BBS

61

裂变营销


First is need to be a(或几个)点为基础,Successful breakthrough a(或几个)点后,Again into the strict copy,By a successful point duplicate another point,Two points again fission into four……以此类推,先慢后快,逐步推进,So as to eventually move slowly,Fast and efficient full swing the entire regional market

62

促活/用户召回/warm up


Through content touch to wake the user,Users to focus on the brand again,Commonly used means of SMS、email、push、App推送

63

Cookie


网站为了辨别用户身份、进行 session 跟踪而储存在用户本地终端上的数据,Often called the browser cache

64

复购率


指消费者对该品牌产品或者服务的重复购买次数,重复购买率越多,则反应出消费者对品牌的忠诚度就越高,反之则越低

65

二跳率


Visitors arrive after page,Click on a link to the ratio of the number of users to full access to the user

66

智能路径


路径,Refers to the user in the application using the behavior of the track.In the process of products operation,无论是产品、Operations or marketing team, hope to be able to clearly understand the user behavior path,To verify the operating ideas、指导产品迭代优化,achieve user growth、The ultimate goal of transformation.

When there is a clear path of,Through the funnel to monitor the conversion rate is established beforehand is easier,但是很多情况下,Although there is a final goal of,But users arrive at the target but has multiple paths,Unable to determine which path is the path of the user go up,What conversion shortest path,At this time requires intelligent path

67

5W1H


to the reason(何因Why)、对象(何事What)、地点(何地Where)、时间(何时When)、人员(何人Who)、方法(何法How)等六个方面提出问题进行思考.What is also called the six analysis

68

细分维度


The Angle of the analysis of things,Breakdown dimension in the field of analysis is a very common noun,在数据分析中,Dimension for the event or conversation,指的是数据的属性,When the events such as a city dimensions,Could be Beijing,或者上海

69

精准营销


Use of personalized technology means(Such as website recommendation system within the station,User behavior based on)Help the user to achieve the purpose of accurate marketing.电子商务网站、Media information sites、Community is gradually introduced personalized recommend this method for accurate marketing within the station

70

BI


商业智慧,指用现代数据仓库技术、线上分析处理技术、数据挖掘和数据展现技术进行数据分析以实现商业价值

71

下钻 drill down


The next dimension query data,Such as city after drilling is Shanghai and Beijing,IEAfter drilling downIE6和IE7等

72

UBA


User Behavior Analytics用户行为分析,Understand the user on the site、APP、Or small procedural behavior,优化产品,Improve data

73

数据看板


Used to display data visualization kanban,可定制、实时更新、A hierarchical authority management

74

营销闭环


分析、洞察、行动、Analysis of data changes after action,Form with data and touch of closed-loop operating system

75

广告投放


Buying advertising space in the flow platform,进行品牌曝光,例如搜索引擎,门户网站

76

千人千面


Often used for advertising or marketing content,Through the tags and personalized content recommendation system to realize different people see different content,从而实现精准营销

77

应用

Application

Generally refers to the application of mobile phones and tablets.A website or aAppFor the project management is an application

78

SDK

Software Development Kit

软件开发工具包,一般都是一些软件工程师为特定的软件包、软件框架、硬件平台、操作系统等建立应用软件时的开发工具的集合

79

API

Application Programming Interface

应用编程接口,其实就是操作系统留给应用程序的一个调用接口,应用程序通过调用操作系统的APITo execute the application command(动作),通常APIInterface refers to the system to the outside world communication gateway,Such as data import and export,方法的使用

80

数据库


Virtual warehouse used to store data,常见数据库类型mysql,Oracle

81

可视化埋点


In the visual interface to complete data buried point operation

82

渠道分析


Analysis of flow channel、For the first time user sources,The assessment of the effect of users and different channels,To put in the decision-making support

83

人均停留时长


Over a period of time the user average residence time,以Session为计算依据,计算方法:人均访问时长=Session时长之和/访问用户数(UV)

84

广告跟踪


Track different advertising effects,Such as clicking links number,Qr code scanning number,Offline store to downloadAPP次数

85

事件属性


事件发生的位置、方式和内容,比如:点击按钮的事件,Happened again in Beijing,浏览器环境是IE,按钮的文字是,提交表单

86

会话/Session


iOS应用:User screen goes off、home键切换到后台、杀掉进程、Across the day such as session ends

Android应用:用户杀掉进程、screen off、按home键超过30秒、Across the day such as session ends

H5/Web应用:The user from the open web page to leave as a session,Including closing the browser、30Minutes not to open the new page、Triggering events and other activities.If an access across the day,Will be cut into two session

87

着陆页


Also called landing page,landingPage,Visitors to see the first page of the,Is vital for advertising,Whether the landing page quality determines the transformation effect of AD

88

广告创意


Advertising form of show,可以通过ABtestTo optimize advertising creative give better click

89

CTA

Call To Action

行动号召,Usually refers to a web page orApp中,Clear guidance hope visitors to complete the action,比如按钮

90

7日留存率


One day visit to the user in the first7Day again to access the users,功能留存率,Refers to using a function of the user to use this feature to keep

91

Channel identification


Web 端/小程序:At home and abroad are throughURL的 Referer 和 LinkTag(e.g. UTM 参数) 识别;移动端:Passed abroad Google Play 和 AppStore 的参数传递来实现;国内应用商店百花齐放,情况比较复杂,通过渠道包、OneLink、DeepLink 等多种方式实现

92

Referer


Referer HTTP Referer是header的一部分,当浏览器向web服务器发送请求的时候,一般会带上Referer,告诉服务器我是从哪个页面链接过来的,是一个页面的物理来源,Some cases for safety/Privacy consideration will be hidden,UBA会通过RefererDetermine the user to the source of the landing page before

93

Events trigger users


Trigger events selected to reuse the number,For example, add to cart trigger users

94

自定义指标


Through the custom indicators can build can't buried by parameters of some events,比如 ARPU、ROI 等

95

热图分析/点击热图


Heat map analysis model can use heat spectrogram intuitive present users in the site、H5页面、APP上的点击、滚动行为,帮助产品、Operating personnel to learn the user's click preferences,Assisted to do page design optimization、Content adjustment, etc

96

Browse depth lines


Display user arrived in a certain area, the proportion of retained.百分比越低,The less users will be able to see this place.

通常用于:1、寻找CTA的最佳位置;2、Content marketing transformation monitoring,比如:When data plummets,Show where the fracture on the content,Users do not have interest to look down

97

Single User Profile/用户视图/用户标签


A single user properties,例如:姓名,电话,邮箱,使用的平台、For the first time access time, etc;除此之外,用户类型、用户等级、Geographical position, etc can be customized to upload

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