224 articles on B2B marketing, sales automation, lead generation, and agentic engineering.
What does PPC mean?
With pay-per-click (PPC) advertising, the advertiser pays for each click that a user makes on his ad. Google Ads or Search Engine Advertising (SEA) are one of the best-known forms of pay-per-click adv
What does segmentation mean?
Segmentation divides a set of information carriers (e.g., people with certain characteristics) into groups with one or more characteristics. For example, in email marketing , a segment can be created
What is a Buying Center?
Every B2B company usually has a buying center. Often, this one Buying Center consists of decision makers from Sales, Marketing, Finance and the CEO. The goal of the buying center is to make sustainabl
What is a call-to-action (CTA)?
A CTA is a call to action that aims to get an immediate response from the person who reads or hears it. A call-to-action is a fixed part of online marketing .
What Is a Conversion Rate (CR)?
The conversion rate (CR) plays a major role in B2B marketing. It is a percentage calculated from the number of successful conversions (purchases, downloads, registrations, etc.) divided by the total n
What is a Customer Data Platform (CDP)?
A Customer Data Platform is a customer data platform that combines all interactions and activities along the customer journey into standardized customer profiles. Compared to a CRM, a CDP relies entir
What is a Customer Journey Map?
The customer journey map visualizes all encounters between the customer and the company. By identifying the current and potential points of contact, the customer journey is defined.
What is a Funnel?
A marketing funnel helps illustrate the buying process of a potential customer from the first contact with a company (e.g. website visit) to the effective purchase. The analogy of the funnel comes fro
What is a keyword research?
The goal of keyword research is to find those terms that are often used by the target group and that are suitable as a basis for a content strategy . The monthly search volume (= how often is the term
What is a landing page?
A landing page belongs in every online marketing concept and is the target page of selected online marketing campaigns. With such a page, the promises announced in the advertisement or on a social med
What is a lead magnet?
Lead Magnets are used in lead generation to convert users into leads. The Lead Magnet is relevant content that is provided to the user free of charge in exchange for their personal information. The Le
What is a lead?
A lead is a contact that could be converted from an unknown website visitor into a known user with the help of an online form in the form of a newsletter subscription, download form or similar. Collec