Glossaire en marketing B2B

B2B Marketing Glossary

Buy cycle - The buy cycle is the process buyers go through to select and purchase a product or service. The phases involved include awareness, information, assurance and loyalty. The buy cycle is now the focus of marketers (instead of the sales cycle), because the Internet has put buyers, not sellers, in control.

Blue Ocean Strategy – a methodology developed by Kim Chan and Renee Mauborgne of INSEAD (The Business School for the World) that helps organizations identify uncontested market space with opportunity to grow while increasing value to customers and lowering cost.

Cash cow – A product that is a cash cow is in a declining market, the last stage of the product lifecycle. The owner of the product should not spend much money marketing the product, but “milk it” for all it’s worth as demand for the product slows down.

Disruptive innovation – An unexpected innovation that changes forever the way people do things or think about things. The Internet changed the way people shop and buy products and services; as a result marketers must provide content about their products online, where buyers research and many purchase.

Inside sales – Inside sales people work from a desk and communicate with prospects using the phone and other technology such as email and online meetings to sell products and services. Hiring of inside sales people is increasing and technology replaces the need for sales people to travel to prospects.

Lead nurturing – Lead nurturing is the art of providing the right information and content online for prospective buyers in various stages of the buy cycle: awareness, information, assurance and loyalty.

Marketing – Marketing is the process of identifying and defining customer needs and wants, the target audiences a company can serve, products and services that fit the target audiences’ needs, and communicating information about the products and services to support the buying cycle.

Marketing persona – Marketing personas tell a story about each customer segment a company serves. Marketing personas are often given real names and are written in a very realistic manner to bring the persona of a customer segment to life.

Marketing ROI – Marketing return on investment (ROI) is calculated by dividing the revenue generated by a marketing activity by the cost of the activity. It makes sense to calculate ROI for each different marketing activity for comparison purposes as well as for your marketing department as a whole.

Mindshare – Mindshare is the share of a prospect’s mind that is taken up thinking about your brand, product or services. Mindshare is increased by staying in front of prospects and customers with value-add communications and marketing.

Niche marketing – Niche marketing is when a business identifies a part of an industry or specific buyers that have special qualities and markets only to that audience. Niche marketing is a good strategy for any company; changing to a niche strategy in a mature market is a way for a business to better compete when a market reaches maturity.

Porter’s 5 Forces – Porter’s Five Forces is a model used assess potential profitability, opportunity and risk based on five key factors within an industry. The five factors include how powerful your customers are (can they negotiate lower prices – think Walmart), how powerful suppliers are (can they raise prices), how much competitors are a threat and whether or not there are significant substitutes that may lessen demand for your product, and how much competitive rivalry exists in a marketplace.

Price elasticity – Price elasticity means that the change in demand for your product will decrease more (more elastic) when there is a price increase if customers believe that there is lots of competition out there, if they are apt to change suppliers easily, or if it

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