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Marketing & Sales Glossary
Basic Marketing Strategies
Basic Strategy Planning Framework
| Japanese | English | Explanation |
|---|---|---|
| 4P | Product / Price / Place / Promotion | A basic framework for building strategies around the four elements: product, price, distribution, and promotion. |
| STP | Segmentation / Targeting / Positioning | Organizing “who to sell to, what to sell, and how to sell” through market segmentation, target selection, and positioning design. |
Customer Understanding and Strategic Design
| Japanese | English | Explanation |
|---|---|---|
| Customer Journey | Customer Journey | Visualizing behavior from awareness to usage. Useful for identifying and improving drop-off points. |
| Brand Strategy | Brand Strategy | A differentiation strategy that creates a state where customers choose based on value other than price (trust, security). |
| Persona Design | Persona Design | Concretizing the ideal customer profile to improve the precision of actions. |
| ICP (Ideal Customer Profile) | Ideal Customer Profile, ICP | The profile of customer companies that bring the most value. The starting point for ABM and targeting. |
Digital Marketing Methods
Web Marketing
| Japanese | English | Explanation |
|---|---|---|
| SEM | Search Engine Marketing | Paid measures with immediate effect for attracting customers through search advertising. |
| SEO | Search Engine Optimization | Optimization for top search rankings. Increases organic traffic. |
| Landing Page (LP) | Landing Page (LP) | A dedicated page that leads directly to conversions through consistent messaging and CTA placement. |
Digital Marketing Tactics
| Japanese | English | Explanation |
|---|---|---|
| A/B Testing | A/B Testing | Comparing multiple options under the same conditions and adopting the one with higher CVR or CTR. |
| CTA | Call To Action | Elements that encourage the next action. Placement and wording significantly affect results. |
| Email Marketing | Email Marketing | A classic yet effective measure to encourage repeat purchases and inquiries. |
| Content Marketing | Content Marketing | Building trust through valuable information provision and creating business opportunities. |
| Social Media Marketing | Social Media Marketing | Spreading and relationship building through SNS. Guideline establishment is important. |
| Marketing Automation | Marketing Automation | High-efficiency operation with a small team through automation of emails and other processes. |
Marketing Metrics
| Japanese | English | Explanation |
|---|---|---|
| KPI | Key Performance Indicator | Intermediate indicators for reaching goals. Essential for progress management. |
| Conversion Rate | Conversion Rate (CVR) | The percentage of visitors who achieved the target action. |
Sales and Lead Management
Account-Based Marketing
| Japanese | English | Explanation |
|---|---|---|
| ABM | Account-Based Marketing | A strategy of focusing concentrated investment on key accounts. |
| ICP (Ideal Customer Profile) | Ideal Customer Profile, ICP | The profile of customer companies that bring the most value. The starting point for ABM and targeting. |
Lead Management and Nurturing
| Japanese | English | Explanation |
|---|---|---|
| CRM | Customer Relationship Management | Centralized management of customer information and history for relationship maintenance and expansion. |
| Lead Generation | Lead Generation | Acquiring prospects through advertising, exhibitions, web inquiries, etc. |
| Lead Scoring | Lead Scoring | Scoring based on behavior and attributes to determine response priority. |
| Lead Nurturing | Lead Nurturing | Relationship building through continuous information provision. Used in conjunction with MA and content distribution. |
| MQL / SQL | Marketing Qualified Lead / Sales Qualified Lead | Improving handoff accuracy by aligning marketing handoff criteria with sales acceptance criteria. |
Sales Strategy and Growth
| Japanese | English | Explanation |
|---|---|---|
| Cross-sell / Upsell | Cross-sell / Upsell | Improving customer unit price by proposing related products or premium versions. |
| Sales Pipeline | Sales Pipeline | Visualizing deal progress to improve forecast accuracy. |
| SDR / BDR | Sales Development Rep / Business Development Rep | Dedicated roles for creating opportunities through inbound/outbound activities. |
| Sales Enablement | Sales Enablement | Building systems and assets for sales to achieve results with high reproducibility. |
Performance Measurement and Analysis
Customer Acquisition and Profitability Metrics
| Japanese | English | Explanation |
|---|---|---|
| CAC | Customer Acquisition Cost | Acquisition cost per customer. Compare with LTV to determine profitability. |
| CAC Payback Period | CAC Payback Period | Period until CAC recovery. An indicator of capital efficiency and growth health. |
| LTV | Life Time Value | Lifetime sales value. The foundation of retention strategy. |
| ROI | Return on Investment | Basic indicator of return on investment. |
Digital Metrics and Analysis
| Japanese | English | Explanation |
|---|---|---|
| CTR | Click Through Rate | Click-through rate against impressions. Representative indicator of interest level. |
| ROAS | Return on Advertising Spend | Sales effectiveness against advertising spend. Efficiency indicator specialized for advertising. |
| Attribution Model | Attribution Model | Allocating contribution of each touchpoint for optimal investment utilization. |
| Impressions | Impressions | Number of displays. Important indicator for the awareness phase. |
| Cohort Analysis | Cohort Analysis | Analysis tracking continuation and behavior by acquisition timing. |
| Retention Rate | Retention Rate | Percentage of continued usage. KPI for churn prevention and revenue stability. |
Advertising Cost Metrics
| Japanese | English | Explanation |
|---|---|---|
| CPC / CPM / CPA / CPL | Cost Per Click / Mille / Action / Lead | The four basic indicators of advertising cost efficiency. |
