The comprehensive list of terms and concepts that you need to thrive in today’s B2B marketing landscape.
Pay-Per-Click (PPC) is an advertising model where advertisers pay only when someone clicks their ad. PPC is common in search advertising (Google Ads) and some social ads. It emphasizes efficiency and direct response.
Search Engine Marketing (SEM) is paid search advertising (e.g., Google Ads) used to appear at the top of search results. SEM is intent-driven and ideal for capturing active buyers. It works alongside SEO to maximize search visibility.
Social Media Marketing (SMM) is using social platforms to create content, build community, run ads, and engage audiences. SMM supports brand awareness, demand generation, and relationship building. It includes both organic and paid activities.
A Call-to-Action (CTA) is a prompt encouraging users to take a specific next step, such as “Download Now,” “Book a Demo,” or “Sign Up.” Strong CTAs improve click-through and conversion rates. They are essential in ads, emails, and landing pages.
Native advertising is designed to match the look and feel of surrounding content. Native ads feel less intrusive and improve engagement.
Paid social is advertising on social media platforms like LinkedIn, Facebook, Instagram, and others. Paid social helps reach targeted audiences quickly and at scale. It supports awareness, lead generation, and retargeting.
Retargeting, or remarketing, is serving ads to users who previously visited your website or engaged with your content. This keeps your brand top-of-mind and encourages return visits. Retargeting increases conversion rates, especially in long B2B cycles.
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