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Demand generation encompasses all marketing tactics used to create awareness about a company and its products or services. The goal of demand generation is to develop and nurture long term relationships with leads and prospects.

The customer acquisition cost (CAC) is the cost associated with acquiring a new customer. CAC is an important metric to measure as it will help you determine how to grow and maintain profitability.

An Inbound Key Performance Indicator (KPI) is an actionable metric that enables you to measure the performance of your inbound marketing activities. Inbound KPIs are important because they allow you to identify opportunities and challenges and adjust strategies as needed in real time in order to achieve key marketing objectives.

A conversion path is the process of guiding an anonymous website visitor towards becoming a known lead. The main objective of a conversion path is to promote your content and convert visitors into leads, and ultimately, nurture leads into clients.

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.

Outbound marketing, also known as traditional or interruption marketing, is the method of pushing a message out with the intent of reaching your target audience. This contrasts with inbound marketing, which seeks to bring leads in by creating content that matches the interests and needs of prospective customers.

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.