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Inbound Return on Investment (ROI) is the profit earned from Inbound Marketing activities. Knowing your Inbound ROI allows you to directly see the financial impact of marketing on your organization as well as set future marketing and sales goals in order to maintain or increase profitability.

A Service Level Agreement (SLA) is a document that defines what the sales and marketing teams will commit to accomplishing in order support each other in reaching a shared revenue goal. The purpose of an SLA is to formalize the measurement and monitoring of marketing and sales activities in order to ensure progress and results.

An equation of sorts, churn rate is determined by taking the number of participants that have recently stopping using a certain service and dividing that number by the average number of participants in all. This outcome will provide information relating to how successful a current business or marketing plan is.

In this process, sales team will report back to the marketing team the results of their leads. The point of this is so a marketing team can better understand what the best and the worst leads are and changes can be made accordingly. Marketing can also communicate back to the sales department in order to generate more leads and follow up.

A whitepaper is an in depth, educational report that takes a persuasive approach at presenting a problem and a corresponding solution. Whitepapers are used by organizations to help build authority and trust with an audience.

A long tail keyword is a specific search phrase that contains at least three words. Long tail keywords are important because they contain terms that individuals are more likely to use when they are closer to making a purchase. To create a long tail keyword, start with a one or two word head term a more generic search term, which alone is hard to rank on in search due to its broad nature. An example of a head term is the word uniforms. Next, add more specific words or phrases to the head term to clarify and provide additional detail. Adding the words children’s and soccer result in the long tail keyword of children’s soccer uniforms.

A/B testing is the act of simultaneously testing specific elements of your marketing to determine which performs or converts best. The purpose of A/B testing is to continuously improve the performance of your marketing in order to increase your success in converting visitors and leads into customers.

A soft bounce occurs when an email isn’t delivered because there is a temporary problem with the receiving email address, such as an inbox being full or an email attachment being too large.

An open rate is the percentage of people on an email list who have viewed or opened an email compared to the total number of email of people the email was sent to. The primary purpose of an open rate is to determine the effectiveness of your subject line.

Content that is used as a business method, content assets come in a variety of forms such as electronic books (eBooks), free articles (Blog Post), whitepages, videos, case studies, etc.