{"id":59332,"date":"2020-11-10T09:06:58","date_gmt":"2020-11-10T08:06:58","guid":{"rendered":"https:\/\/visionarymarketing.com\/?page_id=59332"},"modified":"2023-10-30T14:45:08","modified_gmt":"2023-10-30T13:45:08","slug":"b2b-marketing-glossary","status":"publish","type":"page","link":"https:\/\/visionarymarketing.com\/en\/b2b-marketing-glossary\/","title":{"rendered":"B2B marketing glossary"},"content":{"rendered":"<p><em><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/11\/glossary-banner-en-e1604995424604.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-59337 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/11\/glossary-banner-en-e1604995424604.jpg\" alt=\"B2B marketing glossary\" width=\"720\" height=\"124\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/11\/glossary-banner-en-e1604995424604.jpg 720w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/11\/glossary-banner-en-e1604995424604-500x86.jpg 500w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/a>The B2B marketing glossary by Visionary Marketing aims at providing useful definitions of the main B2B marketing concepts and to complement them with critical analysis. Wherever necessary, we also define the corresponding B2C terms to provide a side-by-side comparison of definitions, approaches and analysis.<\/em><\/p>\n<div class=\"glossary-term-bar\"><span class=\"glossary-link-initial-item\"><a href=\"#glossary-a\">a<\/a><\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-b\">b<\/a><\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-c\">c<\/a><\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-d\">d<\/a><\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-e\">e<\/a><\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-f\">f<\/a><\/span><span class=\"glossary-no-link-initial-item\">g<\/span><span class=\"glossary-no-link-initial-item\">h<\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-i\">i<\/a><\/span><span class=\"glossary-no-link-initial-item\">j<\/span><span class=\"glossary-no-link-initial-item\">k<\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-l\">l<\/a><\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-m\">m<\/a><\/span><span class=\"glossary-no-link-initial-item\">n<\/span><span class=\"glossary-no-link-initial-item\">o<\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-p\">p<\/a><\/span><span class=\"glossary-no-link-initial-item\">q<\/span><span class=\"glossary-no-link-initial-item\">r<\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-s\">s<\/a><\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-t\">t<\/a><\/span><span class=\"glossary-no-link-initial-item\">u<\/span><span class=\"glossary-no-link-initial-item\">v<\/span><span class=\"glossary-link-initial-item\"><a href=\"#glossary-w\">w<\/a><\/span><span class=\"glossary-no-link-initial-item\">x<\/span><span class=\"glossary-no-link-initial-item\">y<\/span><span class=\"glossary-no-link-initial-item\">z<\/span><\/div><div class=\"glossary-term-list \"><div class=\"glossary-block glossary-block-a\"><span class=\"glossary-letter\" id=\"glossary-a\">a<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/abm-account-based-marketing\/\"><span itemprop=\"name\">ABM: Account-Based Marketing<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">A good definition for ABM will always start with #flipthefunnel. It\u00a0challenges the notion of \"lead\" and turns the funnel upside down.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/marketing-automation-in-b2b\/\"><span itemprop=\"name\">Automation in B2B marketing<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">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 e-mail, the web, social networks and SMS. Marketing Automation in B2B Above is a diagram explaining how the scenarios work in marketing automation, based on behavioural scoring and profiles. Messages are sent automatically, according to sets of instructions called workflows. The Limits of B2B Marketing Automation Some companies install marketing automation mechanisms while their maturity on the subject is \u2018under construction\u2019. They deploy technology for technology\u2019s sake which leads them to use tools that<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-b\"><span class=\"glossary-letter\" id=\"glossary-b\">b<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-buyer-behavior\/\"><span itemprop=\"name\">B2B buyer behavior<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The Internet and social networks have revolutionized B2B buyer behavior. Most B2B buyers help themselves to the information they need<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-value-proposition\/\"><span itemprop=\"name\">B2B Value Proposition<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The marketing value proposition consists of highlighting the benefits that an offering or product will bring to a customer segment (read our sheet on B2B marketing segmentation) or to a particular persona (read our sheet on B2B personas).<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/business-model-canvas\/\"><span itemprop=\"name\">Business Model Canvas<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The Business Model Canvas is a standard business model design template, particularly aimed at startups. This model is quite simple and is broken down into 9 main boxes that scan the main elements of building a business model. But as is the case with things that seem simple, they are often quite complex. To describe the Business Model Canvas (BMC), rather than engage in a theoretical exercise, we chose to create a fictitious business case and run it through a board we developed on Miro software. This detailed BMC was then shared with the Miro community and you will be<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-c\"><span class=\"glossary-letter\" id=\"glossary-c\">c<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-content-marketing\/\"><span itemprop=\"name\">Content marketing in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">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 it may not be vital. In B2B, it's exactly the opposite: explaining one's vision, work philosophy, market approach, methods and implementation secrets in websites, booklets, Webzines, newsletters, WebTV, etc. is a must. Content Marketing in B2B Digital communication has made this work much more powerful by combining it with lead generation techniques. Professionals, always looking for solutions to their business problems, are in fact drinking in specialized information. It is<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-d\"><span class=\"glossary-letter\" id=\"glossary-d\">d<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/demand-analysis\/\"><span itemprop=\"name\">Demand analysis<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">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.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/digital-marketing-definition\/\"><span itemprop=\"name\">Digital Marketing definition<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">D\u00e9finition marketing digital, un terme utilis\u00e9 en permanence et pourtant bien mal compris car mal d\u00e9fini<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-e\"><span class=\"glossary-letter\" id=\"glossary-e\">e<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/marketing-ethics-in-b2b\/\"><span itemprop=\"name\">Ethics in B2B marketing<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Marketing ethics is a broad-ranging topic, which should be seen as a subset of business ethics.<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-f\"><span class=\"glossary-letter\" id=\"glossary-f\">f<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/fundamentals-of-marketing\/\"><span itemprop=\"name\">Fundamentals of marketing<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">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')<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-i\"><span class=\"glossary-letter\" id=\"glossary-i\">i<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-innovation\/\"><span itemprop=\"name\">Innovation in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">While there are many definitions for B2B innovation and some are aimed at better understanding buyer behaviour.<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-l\"><span class=\"glossary-letter\" id=\"glossary-l\">l<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-lead-generation\/\"><span itemprop=\"name\">Lead Generation in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The notion of lead generation in B2B is as old as time. What is a lead? Lead generation is not an end in itself.<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-m\"><span class=\"glossary-letter\" id=\"glossary-m\">m<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/market-b2b-b2c\/\"><span itemprop=\"name\">Market<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Market definition in B2B and B2C - The very notion of \"market\" is at the heart of any marketing approach. A market can be defined...<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/market-share-definition\/\"><span itemprop=\"name\">Market Share definition<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Market share\u00a0 can be defined as a percentage accounted for by\u00a0a given producer or brand in its own market. Market share = Current market of producer or brand \/ Current market of product all brands<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/market-studies-in-b2b\/\"><span itemprop=\"name\">Market Studies in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">There are many methods for conducting market studies in B2B like quantitative and qualitative surveys and questionnaires.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/marketing-automation-en-b2b\/\"><span itemprop=\"name\">Marketing automation en B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Le marketing automation en B2B permet de g\u00e9rer automatiquement les processus marketing sur plusieurs canaux et pratiquer le \"nurturing\".<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/marketing-fundamentals-b2b\/\"><span itemprop=\"name\">Marketing fundamentals<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The fundamentals of marketing are as useful to B2C as B2B. Marketing fundamentals are about the description of the principles of marketing<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/marketing-mix-in-b2b\/\"><span itemprop=\"name\">Marketing Mix in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The marketing mix of B2B is limited to 3 P's.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-mobile-apps\/\"><span itemprop=\"name\">Mobile Apps in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">B2B mobile apps offer the opportunity to modernise business-to-business operations with a minimal learning curve.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/mobile-marketing-in-b2b\/\"><span itemprop=\"name\">Mobile Marketing in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Mobile marketing in B2B is booming. B2B buyers seek the same experiences and features on their smartphones as regular consumers do.<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-p\"><span class=\"glossary-letter\" id=\"glossary-p\">p<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-buyer-persona\/\"><span itemprop=\"name\">Persona in B2B marketing<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The B2B persona allows you to define who your target buyers are.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/pestle-model\/\"><span itemprop=\"name\">PESTLE model<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">PESTLE is the model for understanding the environment of a market (demand or supply side) and how it impacts their decision-making process<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/plan-marketing-b2b\/\"><span itemprop=\"name\">Plan marketing B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Le plan marketing B2B est la r\u00e9sultante directe, le prolongement de l\u2019analyse strat\u00e9gique r\u00e9alis\u00e9e en amont mais il a ses limites.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/product-management-in-b2b\/\"><span itemprop=\"name\">Product management in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Le product management en B2B n'est pas nouveau mais \u00e9volue rapidement et en permanence, s\u00e9duisant de plus en plus de soci\u00e9t\u00e9s<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-product-management\/\"><span itemprop=\"name\">Product management in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">In order to provide an overview of B2B product management from its initiation to the present day, we must go back to the 1930s.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/prospecting-in-b2b\/\"><span itemprop=\"name\">Prospecting in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Une activit\u00e9 incontournable car les entreprises B2B perdent entre 5% et 15% de leurs clients chaque ann\u00e9e<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2c-purchasing-act\/\"><span itemprop=\"name\">Purchasing Act<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">In this fact sheet we will mainly talk about the B2C (Business to Consumer) Act of Purchase. Read our fact sheet on the B2B buying act here.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-purchasing-process\/\"><span itemprop=\"name\">Purchasing Process in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The B2B purchasing process is the result of a long life cycle often linked to a contract as there are many people to convince.<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-s\"><span class=\"glossary-letter\" id=\"glossary-s\">s<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-segmentation\/\"><span itemprop=\"name\">Segmentation<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Market segmentation is as important in B2B as in B2C. Strictly speaking, segmenting means dividing one's market into subsets (segments)<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/smarketing-definition\/\"><span itemprop=\"name\">Smarketing<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The purpose of merging marketing and sales departments in companies is to make employees (marketers on one side, salespeople on the other) who sometimes have a hard time understanding each other work together in a smooth and coordinated way.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/social-selling-definition\/\"><span itemprop=\"name\">Social Selling en B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Le social selling consiste \u00e0 utiliser les r\u00e9seaux sociaux \u00e0 des fins commerciales.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/survey-biases\/\"><span itemprop=\"name\">Survey biases<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Questioning biases in B2B market research are more complex than in B2C. We have found 22 of them<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-t\"><span class=\"glossary-letter\" id=\"glossary-t\">t<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/the-role-of-a-website-in-b2b\/\"><span itemprop=\"name\">The Role of a Website in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">What is the role of a website in B2B? Potential customers are interested in your brand and likely to visit your website for more information.<\/span><\/span><\/li><\/ul><\/div><div class=\"glossary-block glossary-block-w\"><span class=\"glossary-letter\" id=\"glossary-w\">w<\/span><ul><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/website-creation-for-business\/\"><span itemprop=\"name\">Website Creation for Business<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The creation of a good website for business\u00a0depends on its general strategy, communication objectives, and\u00a0the alignment between these.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-white-papers\/\"><span itemprop=\"name\">White papers in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">The white paper is one of the pillars of a B2B content marketing strategy. It is proof of your expertise.<\/span><\/span><\/li><li><span class=\"glossary-link-item\" itemscope itemtype=\"https:\/\/schema.org\/DefinedTerm\"><a itemprop=\"inDefinedTermSet\" href=\"https:\/\/visionarymarketing.com\/en\/glossary\/word-of-mouth-b2b\/\"><span itemprop=\"name\">Word of Mouth Marketing (WOMM) in B2B<\/span><\/a> - <span itemprop=\"description\" class=\"glossary-list-term-excerpt\">Word-of-mouth marketing is a classic in B2B, it is an alternative method to traditional advertising and marketing<\/span><\/span><\/li><\/ul><\/div><\/div>\n<h2>About the Visionary B2B marketing glossary<\/h2>\n<p>Our Visionary Marketing Critical B2B Glossary aims to provide useful definitions of key B2B marketing concepts, complemented by critical analysis.<\/p>\n<p>Why a Visionary \u00a0B2B marketing glossary? Every word counts in this question.<\/p>\n<p>There are already many marketing glossaries all over the Internet. We didn&#8217;t want to add one more glossary for the sake of SEO, but rather wanted to provide precise answers, as detailed and in-depth as possible, to questions that marketing professionals and students are asking.<\/p>\n<h4>A critical eye with field experience in mind.<\/h4>\n<p>In addition, we have tried to bring a critical viewpoint, based on our experience in the field, which is not simply a repetition of what already exists. There is very little good literature available on B2B marketing and it&#8217; a pity.<\/p>\n<p>In view of how content is structured on Visionary Marketing, we therefore thought it would be interesting to add more content and analysis to this particular branch of marketing, about which we have already written extensively.<\/p>\n<h4>Going back to the basics of marketing<\/h4>\n<p>Of course, it was not possible to write a glossary of the main B2B marketing terms without going back to the fundamentals of B2C marketing.\u00a0Wherever necessary, we have therefore also defined the corresponding B2C terms in order to offer a comparison of definitions, approaches and analyses.<\/p>\n<p>The visionary B2B marketing glossary is updated on an ongoing basis in English and French.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The B2B marketing glossary by Visionary Marketing aims at providing useful definitions of the main B2B marketing concepts and to complement them with critical analysis. Wherever necessary, we also define the corresponding B2C terms to provide a side-by-side comparison of definitions, approaches and analysis. About the Visionary B2B marketing glossary Our Visionary Marketing Critical B2B &hellip;<\/p>\n","protected":false},"author":2,"featured_media":54634,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-59332","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2B marketing glossary by Visionary Marketing<\/title>\n<meta name=\"description\" content=\"The B2B marketing glossary by Visionary Marketing aims at providing useful definitions of the main B2B marketing concepts\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/en\/b2b-marketing-glossary\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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