Below you will find a list of terms that are within Drift and the greater Marketing Technology industry.

ABM - Account Based Marketing: B2B marketers often try to cast a very wide net with their marketing campaigns in hopes of appealing to as many companies as possible in their target market. ABM is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.

Alexa Rank: Alexa rank is a measure of website popularity. It ranks millions of websites in order of popularity, with an Alexa Rank of 1 being the most popular. Alexa Rank reveals how a website is doing relative to all other sites, which makes it a great KPI for benchmarking and competitive analysis.

API - Application Programming Interface: An application program interface (API) is code that allows two software programs to communicate with each other. Article

ARR - Annual Recurring Revenue: ARR is the value of the contracted recurring revenue components of your term subscriptions normalized to a one year period.

B2B - Business to Business: This is simply commerce between businesses

B2C - Business to Consumer:  This is commerce between a business and a consumer

CLP - Conversational Landing Page

CQL - Conversation Qualified Lead: We define a CQL as a person who you've had a conversation with (via Drift) and they have made it clear to you that:

1. They are interested in buying your product or service
2. They're goals can be accomplished with your product

CRM - Customer Relationship Management: Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.

CTA - Call to Action

CSAT - Customer Satisfaction  

Demand Gen - https://www.drift.com/learn/demand-generation/#chapter-1

DKIM - DomainKeys Identified Mail (DKIM) allows senders to associate a domain name with an email message, thus vouching for its authenticity.

ICP - Ideal Customer Profile - of all the possible customers out there we want to focus on customers that are best served by our product and will allow us the fastest growth.

Marketing - Outbound

• Marketing: Outbound marketing is a traditional method of marketing seeking to obstruct potential customers. Outbound marketing includes activities such as trade shows, seminar series and cold calling. It is costly and the ROI is much lower than inbound marketing.
• Sales: The definition of outbound sales refers to the process of sales reps making outbound sales calls to prospects. Outbound sales sometimes involves making cold calls to leads on a list, though often reps call leads that have previously demonstrated demand for a product by engaging with a brand’s content, filling out a form, emailing a business or making a previous call to a business.

Marketing - Inbound

• Marketing: Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.
• Sales: Inbound sales is a personalized, helpful, modern sales methodology. Inbound salespeople focus on their prospect's pain points, act as a trusted consultant, and adapt their sales process to the buyer journey.

Martech - Martech is the blending of marketing and technology. Virtually anyone involved with digital marketing is dealing with martech, since digital by its very nature is technologically-based. The term “martech” especially applies to major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives.

MQL - Marketing Qualified Lead: Contacts who identified themselves as sales-ready and more deeply engaged than your usual leads but aren’t quite ready to be labeled as opportunities. Contacts who download your e-book might be considered marketing qualified leads if they meet the target industry, revenue, or business size you sell to.

MQA - Marketing Qualified Account: similar to a MQL, but at the account/company level

MRR - Monthly Recurring Revenue: MRR is a measure of the predictable and recurring revenue components of your subscription business. It will typically exclude one-time and variable fees, but for month-to-month businesses could include such items.

POC - Point of Contact: The primary person at a company with whom we interact on a daily basis.  This could be more than one perso

POC (alternate) - Proof of Concept: A proof of concept (POC) is a demonstration, the purpose of which is to verify that certain concepts or theories have the potential for real-world application.  This term is most often used in the engineering/product space.

PQL - Playbook qualified lead - lead that was qualified in a playbook (usually because they did some specific action, like giving us their email)

Product - In information technology, a product is something (for example, a software application) that is created and then made available to customers, usually with a distinct name or order number.

SaaS - Software as a Service: Software as a service (or SaaS; pronounced /sæs/) is a way of delivering centrally hosted applications over the Internet—as a service. SaaS applications are sometimes called web-based software, on-demand software, or hosted software. Whatever the name, SaaS applications run on a SaaS provider’s servers.

Sales Cycle - The sales cycle is the process that companies undergo when selling a product to a customer. It encompasses all activities associated with closing sale. Many companies have different steps and activities in their sales cycle, depending on how they define it.

SDR - Sales Development Representative: The definition of a sales development rep (SDR) is a type of inside sales rep that solely focuses on outbound prospecting. Many companies (such as Salesforce) have experienced massive revenue growth by separating sales organizations into specific roles. Unlike quota-carrying salespeople, sales development reps don’t focus on closing business. Rather, SDRs focus on moving leads through the pipeline. Often used interchangeably with BDR

SQL - Sales Qualified Lead: Those whom your sales team has accepted as worthy of a direct sales follow-up. These contacts will have been more engaged with your content, requesting sales info or other bottom of the funnel offers, such as a demo request or free trial. These contacts would subsequently be qualified and deemed ready to move further down the sales funnel.

SQA - Sales Qualified Account: same idea as SQL, but at the account/company level

SSO -  Single Sign-on application (i.e. Okta)

(System) Integration: The process of bringing together the component sub-systems into one system (an aggregation of subsystems cooperating so that the system is able to deliver the overarching functionality) and ensuring that the subsystems function together as a system,[1] and in information technology[2] as the process of linking together different computing systems and software applications physically or functionally,[3] to act as a coordinated whole.