Glossary Archive - Marketing & Innovation

A good definition for ABM will always start with #flipthefunnel. It challenges the notion of “lead” and turns the funnel upside down.

Marketing automation in B2B enables marketing processes to be managed automatically across multiple channels. With marketing automation, companies can target their visitors with automated messages via email, the web, social … Read on

The Internet and social networks have revolutionized B2B buyer behavior. Most B2B buyers help themselves to the information they need

La proposition de valeur marketing consiste à mettre en valeur les bénéfices qu’une offre ou un produit vont apporter à un segment de clientèle ou à un persona en particulier

What definition can we give to B2B content marketing? In B2C marketing, offering content to the general public is a luxury or marketing gimmick, admittedly powerful and increasingly common, but … Read on

When analysing a market from a demand perspective, there are a number of indicators available including penetration rate and elasticity. In this glossary post on demand analysis.

Marketing ethics is a broad-ranging topic, which should be seen as a subset of business ethics.

Le marketing expérientiel consiste à faire vivre au prospect ou au client une expérience mémorable lors de chaque point de contact avec une marque

The fundamentals of marketing are as useful to B2C as they are to B2B. Read more on the glossary page dedicated to marketing fundamentals (letter ‘M’)