What do all those B2B marketing acronyms mean? It can be challenging to keep up with the latest abbreviations used to describe the industry’s practices.
ABM, AI, SMM, etc.
We studied various social media tags, took notes during marketing meetings, and reread our own blog posts to collect this list. This list is one, by necessity, that must constantly evolve as B2B marketing acronyms change and grow over time.
ABM
Account Based Marketing – This approach to marketing treats two or more people who work at the same organization as one client. This approach means that instead of individually targeting everyone, the marketer instead communicates with all stakeholders. This is a necessity in an industry where multiple stakeholders, not an individual, make most decisions.
AI
Artificial Intelligence – Artificial intelligence is used most commonly in marketing to analyze data and answer internal questions. It’s an outward-facing tool to answer user questions in a customer service context (aka a chatbot). This technology is rapidly evolving and changing as marketers collect more data. Today’s chatbots are getting close to mimicking the human experience as technology improves.
AR
Augmented Reality – Augmented reality is virtual reality’s little sister. This technology is being implemented through camera filters on platforms like Snapchat, Facebook, and Instagram. It was brought to the public’s attention by the summer of Pokémon Go.
On several of these platforms, anyone can buy a filter and use it to reach an audience through demographic factors like location.
CRO
Conversion Rate Optimization –Conversion is an overarching term for when a user completes a desired action. Optimization refers to removing friction for the user to make conversions happen more easily.
CX
Customer Experience – This refers to the interactions between a brand and a customer post-purchase. You try to create the most pleasurable interactions for the customer as they utilize your offering.
This comes in the form of excellent customer service, especially when something goes wrong. Communicate at the right frequency and wield the element of surprise and delight strategically.
DL
Deep Learning – In its simplest terms, deep learning is when artificial neural networks (the brains of AI) are working on learning tasks that contain more than one hidden layer.
IoT
Internet of Things – This describes any internet-connected object that collects and stores data on the function the device is performing.
An example of this is Samsung’s smart fridge, which allows you to know when food spoils without opening the door.
MA
Marketing Automation – software that automates tedious or repetitive marketing tasks. This technology frees up marketing resources to enable them to come up with more innovative ideas.
An example of marketing automation is a software solution like Marketo, which handles everything from email broadcasts to on-site landing pages to enable more engagement with customers.
ML
Machine Learning – describes when computers learn without being explicitly programmed through pattern recognition and algorithm building.
SMM
Social Media Marketing – this refers to a brand using social media platforms like Twitter, Facebook, or LinkedIn to engage with a potential customer and ultimately increase conversions.
Good social media marketing relies on strong visual content (including video), as well as interactive and informative elements.
SMS
Short Message Service – This is a text message. In marketing, text messages and messenger services, in general, are being leveraged to increase engagement between brands and their customers.
UX
User Experience – Unlike CX, which focuses on customers who have already purchased your offering, user experience focuses on anyone that encounters your brand.
User experience usually focuses on ensuring that there aren’t any barriers between the consumer and the conversion point. It means making a website that loads fast and social media profile that is both appealing visually and informative.
VR
Virtual Reality – a computer-generated simulation that allows the user to interact with the environment as if they are part of it. This isn’t being used that much in marketing yet, but it is only a matter of time.
Because these acronyms are so crucial for any modern marketer to master, we encourage you to print out this list. Save it on your computer. Tape it to your wall. Enjoy.
Are there any other acronyms we should have included on this list? Are these acronyms useful? Let us know in the comments below.
