B2B Marketing Glossary

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To significantly improve conversion rates, an increasing number of B2B marketers are ensuring their landing pages are as relevant and optimized as possible. Landing page optimization can involve A/B testing, and capturing leads with smart forms that recognize visitors. Start generating more leads and improving conversion rates with these landing page optimization terms and definitions: A/B Testing – A method of testing a control sample against other versions in which a single element varies Conversion – A specific event that represents the goal of the landing page Conversion Path – A specific online path offered to web visitors after clicking on a landing page Conversion Rate – The primary success metric for landing pages Dynamic Site Change – Dynamically changing content, images or other elements according to a user’s real-time preference (e.g. search term used) Landing Page – A web page that a user encounters after clicking on a link from a search engine, advertisement, email or other marketing vehicle Landing Page Optimization – The process of maximizing conversion rates from online landing pages Microsite – A small website consisting of a few related pages that is part of a larger website Multivariate Testing – A method of testing a control sample against other versions in which multiple elements may vary Pre-Click Marketing – Everything that happens prior to someone getting to a company website. It’s the area of marketing that focuses on driving a prospect to an organization’s website and can be just as important as the website itself, since without pre-click optimization, the website may never be seen Post-Click Marketing – Everything that happens once someone clicks on an organization’s website, but before they are a known lead. This includes the site itself, but also all landing pages that work to drive conversions for a company Post-Conversion Marketing – Includes all activities and communications from marketing after a prospect shares their information with a company until they become a customer. This includes email marketing, lead nurturing and lead scoring, all of which are critical for B2B companies to get the most of their pre- and post-click marketing Segment – A portion of an audience that is targeted to receive a specific marketing campaign Statistical Significance – In the case of online testing, the probability that an event did not occur by chance

Maria Pergolino, Senior Director of Marketing