B2B Marketing Glossary

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Salesforce.com is an effective solution for sales departments to manage customer relationships. But Salesforce integration with marketing automation can help B2B marketers meet all campaign execution and analytics requirements. To start integrating marketing automation with Salesforce – and running and measuring sophisticated marketing programs – leverage these terms and definitions: Account – Companies or organizations; can be prospects, customers, partners or even competitors Apex – A development platform for creating Software-as-a-Service (SaaS) applications on top of Salesforce.com functionality Campaign – Any marketing program to be tracked in Salesforce.com or Marketo Campaign Management – The process of creating, executing and measuring marketing programs directed at specific audience segments Cloud Computing – A term referring to a development platform in which applications are delivered as services in the “cloud,” requiring no hardware or software to maintain Converted Lead – A lead that has been deemed qualified for sales and that converts into a Contact Contact – An individual belonging to an account Custom Field – A field outside of the preconfigured fields provided within Salesforce.com created to fit the specific needs of a business Custom Object – A custom Salesforce.com database table that enables organizations to store information unique to them Custom Report – A report outside of the standard set of Salesforce.com reports created to measure and analyze data in a specific way Dashboard – A visual display of a company’s performance metrics based on one or more custom reports Demand Generation – The act of using marketing to create interest or demand in a company’s products or services Force.com – A cloud computing development platform that allows for the building of SaaS applications and enables them to be run on Salesforce.com servers Lead – An individual or company that has the potential of doing business with your organization Lead Database – A system used to collect information on a company’s leads, such as demographic; budget, authority, need, timeline (BANT); and behavioral data Lead Management – The process of generating revenue from leads by collecting, qualifying and interacting with individuals and/or organizations in relevant ways throughout the buying process Lead Nurturing – The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready Lead Scoring – The process of determining the sales readiness of leads using a pre-determined scoring methodology and ranking them accordingly Marketing Asset – A piece of marketing content (e.g. whitepapers, videos, newsletters, webinars, etc.) used to educate and generate interest for a company’s products or services Opportunities – Deals that constitute a sales pipeline and contribute to forecast Parent-child Campaign – A campaign that involves an umbrella “parent” campaign record (e.g. “2010>Q1>Email”) that is comprised of numerous “child” campaigns (e.g., “2010-Q1-Email-Introduction,” “2010-Q1-Email-First Follow-up,” etc.) Revenue Cycle – A new way of looking at the traditional sales cycle. The revenue cycle starts from the day the organization first meets a prospect and continues through the sale and beyond to the customer relationship Sales-Ready Leads (SRLs) – A lead that is ready for sales interaction, often decided by a lead score Software-as-a-Service (SaaS) – A way of deploying software so that users access the software “on-demand” as a web-based service, and the software vendor hosts the application on its own web servers Trigger – An event based on a change or update in status, demographic information or user behavior that causes a lead to proceed along a specific workflow branch or new path Workflow – A pre-determined path of interactions for individuals to experience based on their profile, demographic and/or behavioral data with the goal of nurturing and building relationships

Maria Pergolino, Senior Director of Marketing