The ultimate all-in-one marketing glossary

Measurable outcome a company plans to achieve.

A summary of why a customer would choose your product or service over your competitors. It conveys the direct benefit your customers get when they buy from your company.

A buying and selling process that takes place only between one business and another.

A buying and selling process that takes place only between a business and an individual customer.

A semi-fictional character of your ideal customer created based on extensive market research and real data acquired about your existing customers.

A process used to identify the steps a potential customer takes before making the decision to buy your product or service.