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To ensure that Facebook ads are used in a targeted manner, it makes sense to define the target group in advance and to play the ads only to suitable people. This reduces costs and at the same time...

A lead is a contact that could be converted from an unknown website visitor into a known user with the help of an online form in the form of a newsletter subscription, download form or similar....

The online event is organized by a company on a specific topic, for example, and the relevant speakers are invited. Participants of a webinar then have the opportunity to take part in the digital...

Search Engine Advertising (SEA) describes advertising measures that occur within search engines such as Google. The important thing here is that the user must first search for a specific term in...

Performance marketing is a form of online marketing that can be monitored and optimized. It is often used to identify users who are close to conversion and to encourage them to take a specific action...

The conversion rate (CR) is a percentage value and is calculated by dividing the number of successful conversions (purchases, downloads, registrations, etc.) by the total number of all potential...

In the software selection process, a Request for Proposal (RFP) is a document containing binding information about contract specifications.

The customer lifetime value (CLV) comprises all expenditures made by a customer from the beginning of the customer relationship and thus includes all purchases, services, and add-ons. The CLV thus...

Every B2B company usually has a buying center. Often, this one Buying Center consists of decision makers from Sales, Marketing, Finance and the CEO. The goal of the buying center is to make...