The Ultimate Account-based Glossary

The Ultimate Account-based Glossary

A B C D E F G H I K L M N O P Q R S T U V
A B C D E F G H I K L M N O P Q R S T U V
  • ABC (Always Be Closing)

    The seller must know about always be a closing acronym. Try to be close to the customer.

  • ABM Cookie Targeting

    (also known as ABM Job Title Targeting, or ABM JTT). These are account-based (ABM) ads served to a specific set of target accounts and buyer personas at those accounts.

  • ABM Email Retargeting

    Ads served to a set of prospects whose emails are matched to online cookies.

  • ABM IP Targeting

    (or ABM IP). These are ABM ads served to a specific set of target accounts based on the IP addresses by which buyers at that account browse the web.

  • ABM Go-To-Market

    ABM programs that will enable sales, marketing, and customer success teams to generate predictable revenue growth by engaging target accounts and buying teams throughout the customer journey.

  • ABM Site Retargeting

    Ads served to prior website visitors. The ads served are limited to a master list of target accounts that are part of the Company’s ideal account profile (IAP). The IAP accounts are all accounts that Sales is ready to accept and action as part of their process.

  • Account-Based Advertising

    Delivering ABM ads across the web to your target accounts and personas, prioritized based upon firmo and technographics, self-declared intent, and more.

  • Account-Based Selling

    Data from across-site retargeting programs, account-based website analytics, and more that enable revenue-generating teams to convert anonymous buying team engagement into Marketing Qualified Accounts using actionable data.

  • Account Engagement Report

    A dashboard to monitor all your ABM advertising and retargeting programs live, with a focus on showing the list of accounts that have engaged. Engagement can be a single buyer from that account who has clicked on an ad or visited the website, or more.

  • Ad Exchange

    Computerized marketplace for the buying and selling of ad space, connecting Supply Side Platforms (SSPs) and Demand Side Platforms (DSPs).

  • Ad Network

    Bundles inventory from different publishers and offers them for sale. The most prominent example is Google AdWords.

  • Ad Server

    A platform that distributes ads to end devices (ie. your computer or mobile phone) and captures performance metrics.

  • Ads.txt

    Stands for “Authorised Digital Sellers”, and is a text file in which a publisher records who can sell inventory on the site. This text file is integrated into programmatic platforms and provides buyers with additional transparency. It can also help to prevent ad fraud.

  • AE (Account Executive)

    As the name implies, the head of the accounts of an organization is the account executive.

  • Affiliate Advertising

    When a blogger or website owner promotes ads for an advertiser on their site, this is called affiliate advertising. 

  • Agency Trading Desk

    A trading system developed by large agency holding companies to make programmatic purchasing more efficient for their customers. Agency Trading Desks usually access several DSPs and thus a larger inventory, and can be connected to additional data streams via Data Management Platforms (DMPs).

  • AIDA (Attention, Interest, Desire, Action)

    It is a four-step purchase funnel where customers travel from attention to action.

  • AM (Account Manager)

    The person who manages the accounts of an organization.

  • Application Programming Interface (API)

    APIs enable connection to external applications and allow to transfer data from multiple platforms to a unified dashboard.

  • AR (Augmented Reality)

    It is a technology that superimposes a computer-generated image on the user’s view of the real world.

  • ARPA (Average Revenue Per Account)

    It is the average revenue generated by an account.

  • AS (Article Submission)

    It is the process of submitting an article related to your website.

  • Automated Guaranteed

    An automated transaction in the Private Marketplace, where an advertiser buys placements at a fixed price over a fixed period of time. The most similar variant to traditional non-programmatic media buying.

  • B2B ABM

    Account-Based Marketing programs focused on reaching out to key buyers at your target account lists.

  • B2B (Business to Business)

    Account-Based Marketing programs focused on reaching out to key buyers at your target account lists.

  • B2B2C

    When a company sells a product/service to a business, gaining customers and/or data from that business that they get to keep and use.

  • B2C (Business to Customer)

    The communication between a customer and a business.

  • Banner Ads

    Banner ads are a common form of online display advertising. They are delivered to web pages by an ad server or ad network, such as Google Display Network. Banner ads are hyperlinked and are used to drive traffic to the advertiser’s website or landing page. Banner ads were originally shaped as a ‘banner’, a horizontal strip that usually featured at the top of the web page. As online design became more sophisticated, banner ads have adapted and now include a wide range of shapes and sizes, from small square (button) to large vertical ads (skyscraper). Today, the term ‘banner ad’ refers to online ads specifically sized 468 x 60 pixels.

  • BANT (Budget, Authority, Need, Timeline)

    The BANT formula is there to determine whether their business prospects have the budget, authority, need, and timeline to buy what they sell.

  • Bidstream

    a network of advertising requests that deliver ads to mobile devices. A bid request refers to the moment when a publisher auctions off an ad slot to an advertiser. This request delivers an ad to the device

  • BDR (Business Development Representative)

    The person who is responsible for representing the development of a business.

  • BH (Black Hat)

    The people who increase their page’s rank in SEO through illegal means.

  • BR (Bounce Rate)

    The percentage of the people who land on your web page and return within 3 seconds.

  • BL (Backlink)

    When a web page links to another page, it is called a backlink. Learn more about our link-building SEO agency here.

  • Blacklist

    A list of third-party website URLs that are blocked from any kind of ad serving. This list is reviewed and updated every quarter to ensure that fraudulent publishers are removed from all of our ad serving. 

  • Budgets-Based Intent

    B2B budgets-based intent data shows you the target accounts that may be interested in your products or solutions based on their available budget and historic spend in those sectors.

  • CAPTCHA

    (Completely Automated Public Turing Test to Tell Computers and Humans Apart) It is a method to check whether the user is a person or a robot.

  • CF (Citation Flow)

    It is a number of predicting how influential a URL might be based on how sites link to it.

  • CLTV (Customer Lifetime Value)

    It is a prediction of the net profit attributed to the entire future relationship with the customer.

  • CMO (Chief Marketing Officer)

    The CMO must know the marketing fundamentals and strategic thinker.

  • CMS (Content Management System)

    A web application that is specifically designed to make the process of creating, editing, and managing website easy for non-technical users.

  • COB (Close of Business)

    It means EOD (End of Day) that is 5 P.M

  • Content Recommendations

    Content recommendations are content pieces that are suggested or recommended to web users on the web page they are visiting. They are designed to enhance the experience of the reader by suggesting articles that may interest them, based on their past online activity. Content recommendation space is purchased by advertisers, who create and provide relevant content that is automatically served to users on publisher sites via content recommendation widgets. Content recommendations are similar to native ads. They provide interesting and useful information to targeted users while they browse the internet. Content recommendations are often denoted by a title such as “You May Like This” or “Recommended Posts”.

  • COS (Content Optimization System)

    By using CMS, optimizing content for the best user experience.

  • CPA (Cost Per Action)

    The average cost of a previously defined action (conversion, click of a specific link, time on site).

  • CPC (Cost Per Click)

    The amount of money spent to get an ad clicked when running PPC campaigns.

  • Cost per Engaged Account

    Cost per engaged account is derived by dividing the total ABM program budget utilized to date by the number of accounts engaged to date, over a specific period/duration. 

  • Cost per Engaged Buyer

    Cost per engaged buyer is calculated by dividing the total ABM or Retargeting program budget utilized by the number of unique buyers that have engaged within a specific time duration.

  • CPL (Cost Per Lead)

    The amount it costs for your organization to acquire a lead.

  • CPM (Cost Per Mille)

    It is the cost an advertiser pays for one thousand views or impressions of an advertisement.

  • CPV (Cost Per View)

    The price for one video play when a predefined minimum video viewing time is reached. Other possible billing models for videos include Cost Per Completed View (CPCV; paid only when the video is viewed through to completion) and Cost Per Video Viewability (CPVV, paid only if the video is visible; the IAB standard is 50% of the number of pixels visible for at least 2 consecutive seconds).

  • CR (Conversion Rate)

    CR is a sales acronym. The people who completed the desired action on a web page, such as making a purchase.

  • CRM (Customer Relationship Management)

    It is the relationship of your business with the customers.

  • CRO (Conversion Rate Optimization)

    The process of optimizing your website like the design of your website for increasing conversion rates.

  • CTA (Call to Action)

    The call to action button is like sign up, subscription form, purchase, like, or follow button.

  • CTR (Click Through Rate)

    The percentage of the number of clicks on CTA over the total number of people that can click.

  • CX (Customer Experience)

    The customer’s experience with the organization.

  • Data Management Platform (DMP)

    A system for managing data used by agencies, advertisers, or publishers. Most first-party data is managed and integrated with third-party data to combine user information and activities as well as to optimize media purchasing.

  • Deal ID

    Contains special agreements for a deal. For example, buyers can purchase inventory at defined prices in a private exchange that may not be available to other bidders.

  • Demand Side Platform (DSP)

    A platform that allows brands and agencies to automatically bid on ad inventory. Buyers define information such as creatives and price and control the distribution of their ads. DSPs determine the best possible inventory for reaching a target audience, place buys, and report on the performance. They are connected to SSPs via ad exchanges. Agency Trading Desks often bundle multiple DSPs to further increase efficiency.

  • Display Ad Networks

    Display ad networks are platforms that provide a network of websites in which to promote paid advertisements. Examples of display ad networks include Google Display Network, Yahoo Display Ads, Facebook Ads, Linkedin Ads, ONE by AOL, native ad platforms, such as Outbrain, and many more.

  • Display Advertising

    Display ads, which are also sometimes known as banner ads, are a form of paid advertising in which the advertiser pays the website publisher for every ad impression or user click of the display ad. Display ads usually feature text and/or an image, designed to compel the user to click on the ad, leading to a landing page or webpage owned by the advertiser. Display ads are served by an ad exchange – a platform that delivers online ads automatically to publisher sites based on a bidding system.

  • DKI (Dynamic Keyword Insertion)

    It is a feature provided by Google Ads, Microsoft AdCenter, and Yahoo. It is a process of dynamically inserting a keyword.

  • DLR (Deep Link Ratio)

    It is the comparison of the number of backlinks that go to pages under the top level of the website to the total number of backlinks of the entire website.

  • DM (Direct Mail/Direct Message)

    A direct message is a private form of communication that is only visible to the sender and receiver.

  • DMoz (Directory Mozilla)

    It is a multilingual open-content directory of World Wide Web links.

  • DMP (Data Management Platform)

    It is a platform used for collecting and managing data, mainly for digital marketing purposes.

  • DNS (Domain Name System)

    It is the system of naming the domains.

  • DR (Direct Response)

    The response of the customers to the business that is only shown to the organization.

  • DR (Domain Ranking)

    The system of ranking the domains in the search engines.

  • DS (Directory Submission)

    It is the process of submitting the directory to the search engine.

  • DSP (Demand Side Platform)

    An automated buying platform, where advertisers and agencies go to purchase digital ad inventory.

    • Engaged Account

      An account is considered to be engaged if one or more buyers from the target account interacts through an ad click, or land directly on your website pages. Kwanzoo considers an account to be engaged if at least one buyer (visitor) from your target account, across all of the buyer personas targeted, has interacted with your ads and or landed on your website.

    • ESP (Email Service Provider)

      The providers which are enabling you to send and receive emails like Google, Yahoo, etc.

    • FAB (Features, Advantages, Benefits)

      The seller must know about the features of the product before interacting with the customer.

    • FBML (Facebook Markup Language)

      The coding language of Facebook is called FBML.

    • First Price Auction

      The winner of the bidding contest for an ad impression pays the price actually offered.

    • First-Party Data

      Data obtained from web pages regarding consumer behavior. This is very valuable for data accuracy and can contain subscription, social, or CRM data.

    • Floor Price

      The minimum price as defined by the publisher for which inventory can be sold.

    • FTP (File Transfer Protocol)

      It is a standard network protocol that is used for the transfer of computers between a client and a server on a computer network.

    • GA (Google Analytics)

      A service by Google to provide you with detailed statistics about your website’s traffic.

    • GAS (Guaranteed Article Submission)

      It means getting a guaranteed one-way link permanently.

    • GIS (Google Image Search)

      The process of searching for images on Google.

    • GWT (Google Webmaster Tools)

      The tools of digital marketing are provided by Google.

    • GYM (Google Yahoo MSN)

      It is the abbreviation for search engines like Google, Yahoo, and Microsoft Network.

    • H1 (Level 1 Heading Markup)

      It is the level one heading in a website.

    • H2 (Level 2 Heading Markup)

      It is the second level heading on a website.

    • Header Bidding

      Allows publishers to bypass the traditional waterfall method, where demand-partners/SSPs are called in a predetermined order. Instead, Header Bidding allows publishers to host unified auctions where all demand partners compete simultaneously in real time.

    • Href (Hypertext Reference)

      It is an attribute that is used to link another web page or a different portion of the same page.

    • IBL (Inbound Links)

      These are the links on other webpages that direct customers to your webpage.

    • ICP (Ideal Customer’s profile)

      The customer’s profile is actually created from the buyer’s persona.

    • ILV(Inbound Lead Velocity)

      The measurement of the rate at which leads are increasing.

    • IM (Internet Marketing)

      It is the marketing that is done on the internet.

    • Intent Data

      B2B intent data shows you the products or services that your target audience is researching online. Intent-based marketing helps with making campaign decisions and making marketing more effective.

    • IP (Internet Protocol)

      Every internet server has a unique code that is called internet protocol.

    • ISP (Internet Service Provider)

      There are a lot of internet service providers like PTCL.

    • KISS (Keep It Simple Stupid)

      This is personally my favorite digital marketing acronym – and what that I have to, quite frankly, remind myself to do on a daily basis. Sometimes, a simple straightforward campaign or explanation can be the best approach in digital marketing.

    • KPI (Key Performance Indicator)

      In the first step, you must be aware of the goals and success metrics of your business. They should be the indicators of your success.

    • LB (Link Building)

      Link building is the process of getting links from another website.

    • LPO (Landing Page Optimization)

      The optimization of the page which the people visit, usually the home page.

    • LSEO (Local SEO)

      The SEO is done on the local level. Learn more about Local SEO here.

    • LTKW (Long Tail Keywords)

      These are the keywords that have more than 3 words.

    • MAP (Marketing Automation Platform)

      It is the use of software to automate marketing activities.

    • Marketing Qualified Account

      An account that has engaged sufficiently across your ad programs, website pages, emails and more to be considered ready for sales follow-up, based usually on an account engagement scoring system.

    • Mobile Ad Sizes

      Due to the smaller screen sizes of mobile devices, mobile ads are optimized for small formats and come in a range of sizes. The most popular mobile ad size is 300 x 250, which is a medium-sized rectangle, also used widely for mobile video ads. Other common mobile ads size are the mobile banner, which is 350 x 50 and appears as a horizontal strip ad, and the large rectangle, which is 336 x 280.

    • Mobile Advertising

      Mobile advertising is paid advertising that occurs on mobile phones or devices that have a wireless internet connection. Mobile ads can be display ads published on mobile websites by mobile ad networks or can be promoted in mobile applications as in-app ads.

    • Media Buying

      bidding for ad placements via Google authorized sellers (publishers) and the purchase of ad media

    • MOM (Month over Month)

      The month-over-month revenue report is more important than a year over year for business growth.

    • MQL (Marketing Qualified Leads)

      A B2B buyer that shows interest in your product or service and can become a customer is MQL. This buyer indicates interest by taking several actions, the sum total of which raise their interest level to where a salesperson would contact them next.

    • MTO (Meta Tags Optimization)

      Meta tags are invisible tags that provide data about your page to search engines. Their optimization means a lot while ranking in SERPs.

    • NAP (Name Address Phone Number)

      This acronym is used while making the buyer’s persona.

    • Native Advertising

      Native advertising is a digital ad that has the look and feel of editorial content. The ad is ‘native’ to the web page – in design and function, it seems just like the other content on the page. The network uses advanced targeting tools to show the ad to the most suitable audience. Native ads are similar to content recommendations. They often appear on web pages marked by a title such as ‘Paid Content’ or ‘Suggested content’. When the user clicks on a native ad, they are redirected to a web page or landing page owned by the advertiser. Native content is not ‘hard selling’ in nature. Rather, it aims to convert readers softly by engaging them with relevant, useful or entertaining content that relates tangentially to the advertiser’s product or service.

    • Native DSP

      DSPs were developed specifically for Native Advertising. In contrast, conventional DSPs were mostly developed for display ads or videos. Native DSPs can optimize for post-click engagement.

    • NSEO (Negative SEO)

      It means the practice of black hat SEO.

    • OBL (Outbound Link)

      These are the links that are going to direct the user to another specific webpage or website.

    • Online Advertising

      Any type of advertising that occurs on the internet is considered online advertising. Online advertising comes in many forms, including display advertising, search engine advertising, email advertising, social media advertising, content recommendations, mobile advertising (app advertising). There are many challenges that come with online advertising, such as ‘ad fatigue’, when people tire of seeing online ads, rendering them ineffective, and the increasing popularity of ad blockers, which prevent ads from appearing on the user’s device. 

    • Open Auction

      In an Open Auction, a publisher allows access to all bidders connected via the SSP to have access on its inventory. The highest bidder wins the impression.

    • OS (Operating System)

      It is the low-level software that helps to do basic functions in SEO.

    • OWBL (One-way Backlink)

      These are the backlinks that are only one way.

    • Paid Advertising

      Paid advertising is any type of advertising that is paid for. It stands in contrast to owned advertising (ads promoted on the advertiser’s own channels, such as its own company website, YouTube channel, or social media pages), or earned advertising (writeups in magazines, blogs, websites, influencer platforms, product reviews, etc, produced by a third party without being commissioned or solicited by the advertiser). Types of paid advertising include PPC (pay per click), PPI (pay per impression), and display ads, or banner ads.

    • PBN (Private Blog Network)

      It is the set of domains that you or other people own.

    • PDF (Portable Document Format)

      It is the format of saving the documents.

    • PFP (Pay for Performance)

      The pay that is provided on the basis of your performance. It’s a bonus.

    • Post-Click Engagement

      An important metric for performance marketers to optimize campaigns. KPIs such as click rates (on the landing page) or time on site of existing users are analyzed in order to bid on new users who are likely to show the highest engagement.

    • PPC (Pay Per Click)

      PPC, which stands for Pay Per Click, is an internet advertising model used to drive traffic to a website or landing page.

    • PPC Ads

      There are a few types of Pay Per Click ads. Search ads, which appear in search listings or on the sidebar of results pages of search engines such as Google or Bing, social media ads, display/banner ads published on ad networks, mobile ads published on mobile apps and networks, and native ads delivered via content discovery platforms are all different types of PPC ads.

    • PPC Advertising

      In Pay Per Click (PPC) advertising, the advertiser pays a fee every time there is a click on their ad. The cost of the click is determined by how many clicks occur within the designated time frame and budget of the advertising campaign. If an ad is only clicked a few times, then the cost per click will be higher. 

    • PPC Advertising Networks

      PPC advertising networks are online advertising ecosystems that publish ads via the PPC model. Examples of PPC advertising networks include search engine and display ad networks, such as Google Adwords and Bing Ads, and social media advertising networks, like Facebook Audience Network or Linkedin Sponsored Ads. Besides the larger, popular and highly competitive PPC advertising networks, there are numerous other independent and niche PPC ad networks, such as SiteScout, Advertising.com, and mobile ad networks such as Airpush and Inmobi.

    • PR (Public Relations)

      The professional maintenance of a good public image by a company.

    • Pre-Bid Targeting

      Data that enables advertisers to target visible, fraud-proof, brand-safe, or contextually relevant inventory, and bid only on inventory that meets the pre-defined requirements.

    • Preferred Deal/Unreserved Fixed Rate

      A deal variant in the private marketplace where a publisher or SSP offers inventory at a predefined price.

    • Private Auction

      Deal variant in the Private Marketplace where participation to bid on publisher inventory is restricted to selected advertisers. These auctions can involve several publishers and providers.

    • Private Marketplace (PMP)

      Higher-value ad groups are grouped together by a publisher or SSP and are not available in an open auction. Only selected advertisers can bid on these placements. Subdivided into Preferred Deal, Private Auction, and Automated Guaranteed.

    • Programmatic Direct

      A transaction between a publisher and advertiser that takes place through a programmatic ad buying system. Inventory is directly sold and guaranteed.

    • PV (Page Views)

      The number of views or impressions that your web page has received.

    • QA (Quality Assurance)

      It is the assurance of quality while writing anything.

    • QR Code (Quick Response Barcode):

      These are the codes that marketers generate to bridge offline and online marketing.

    • QS (Quality Score)

      It is Google’s rating of the quality and relevance of both your keywords and pay per click ads.

    • Real Time Bidding (RTB)

      A real-time bid consisting of a bid request and a bid response. The bid request is triggered when a user visits a page. The request data (user location, browser history, website, device) is offered for sale via an SSP on an Ad Exchange. A DSP connected to this Ad Exchange responds to this offer with data on price and creatives (bid response). The highest bid for the placement wins and the ad is distributed. This all happens automatically and within milliseconds.

    • ROI (Return on Investment)

      ROI is calculated for checking about, what is the return on a particular investment.

    • RSS (Rich Site Summary)

      An RSS feed provides you with the website’s updated information. The customers don’t need to open the website.

    • RT (Retweet)

      A retweet is when you repost the tweet of someone else or one of your own.

    • Sales Insight Report

      Reporting aimed toward sales team members that show marketing qualified accounts (MQAs) to follow up with, prioritized by level of interest and product/solution of interest. The report additionally helps identify key buying decision-makers (or personas) at those accounts to reach out to

    • Second Price Auction

      The winner of the bidding contest for an ad impression pays one cent more than the next highest bidder.

    • Second-Party Data

      First-party data that is purchased directly or via a DMP.

    • SEO (Search Engine Optimization)

      SEO comes under the SEO acronyms. The optimization of your website for getting ranked in search engine result pages.

    • SER (Search Engine Ranking)

      Every search engine ranks the website or web pages on the basis of the quality score.

    • SERPs (Search Engine Result Pages)

      These are the pages that are shown by the search engine when a user searches for some keywords.

    • SLA (Service Level Agreement)

      SLA is a type of commitment between a service provider and a client.

    • SM (Social Media)

      Applications and websites that enable users to create and share content or to participate in social networking.

    • SMM (Social Media Marketing)

      It is the use of social media platforms to promote a product or service.

    • SNS (Social Networking Service)

      It is a medium for establishing social networking of people who share interests.

    • Supply Side Platform (SSP)

      A platform that allows publishers to automatically sell their inventory and is often linked to ad exchanges. It allows the setting of floor prices and the bundling of inventory for private marketplaces.

    • Tech Tax

      A term for the third-party costs incurred by the use of the many technological solutions and aids for programmatic booking. A booking may use an SSP, Ad Exchange, DSP, DMP, and Agency Trading Desk.

    • Third-Party Data

      Aggregated data from platforms and websites that are not owned by the publisher or website operator.

    • TLD (Top Level Domain)

      A top-level domain is the last segment of the domain name that follows immediately after the dot. For example, .com,. ed, .co etc.

    • UI (User Interface)

      A good user interface provides a user-friendly experience by allowing users to interact.

    • URL (Uniform Resource Locator)

      URL is actually the web address.

    • UV (Unique Visitor)

      A person who visits your website more than once within a defined period of time.

    • UX (User Experience)

      The overall experience that a customer has with your business.

    • Video Ad-Serving Template (VAST)

      A uniform template to structure tags and metadata transferred from an ad server to a video player. Doing so enables any number of ad servers to deliver a video ad into a compatible player.

    • View-Ability Filter

      Filtering to ensure that over 60% of all ads served are visible to your target audience or buyers as soon as they get to a new website or page without scrolling down on the page. This increases the likely engagement with your target buyer personas through your ABM or retargeting ads.

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