The systematic collection and analysis of information about customers, competitors, demand, and market conditions. A foundation for making better decisions about audience, positioning, products, and opportunities. See also: Customer Research,
The process of dividing a market into groups with shared characteristics, needs, or behaviors. A strategic method for choosing which groups to prioritize and how to serve them differently. See
A data-informed approach that tests and improves the entire customer journey to drive sustainable business growth. A cross-functional discipline focused on learning, experimentation, acquisition, activation, retention, and revenue. See also:
A description of the type of company or customer that is the best fit for a business’s offering. A targeting framework used to focus marketing and sales on the most
A strategy that attracts potential customers through helpful content, search visibility, and relevant experiences. An approach built around earning attention by being useful rather than relying only on interruption. See
A research-based profile that represents an important type of customer, including goals, motivations, behaviors, and challenges. A planning tool for creating more relevant messaging, content, and experiences. See also: Target
A coordinated set of marketing activities created to achieve a specific objective within a defined period. Campaigns bring together audience, message, creative, channels, budget, and measurement. See also: Campaign Brief,
A planning document that outlines a campaign’s objective, audience, message, deliverables, channels, timing, and success measures. A shared source of direction for everyone involved in producing and launching the work.
The process of evaluating competitors’ positioning, products, messaging, channels, strengths, and weaknesses. A way to identify market gaps, risks, and opportunities for differentiation. See also: Market Research, SWOT Analysis, Brand
A business-to-business strategy that treats selected high-value accounts as individual markets and coordinates personalized outreach to them. A focused approach for aligning marketing and sales around the companies most likely
