75营销与商业首字母缩写和缩写每个行业专业人士都应该知道

Have you ever heard an acronym but you didn't know what it meant? It can really throw you off your game in a conversation. I usually try to write it down discreetly or, if I have a laptop, look it up online without anyone seeing.

Butindustry-specific首字母缩写可以具有多种含义，有时维基百科并不是公正。

that's why we curated 34 of the most commonmarketingAcronyms and41最常见的业务首字母缩略词 - 并将其放置into an epic glossary you can skim, study, or bookmark and save for later.

the more you know, the more likely you'll be able to understand and participate in conversations going on around you.

34 Common Marketing Acronyms & Abbreviations

AIDA: Attention/Awareness, Interest, Desire, Action

the four steps of the now somewhat outdated Purchase Funnel, wherein customers travel from consideration to purchase.Learn more hereAboutAmore currentpurchase consideration cycle.

Bant：预算，权威，需求，时间表

这四个标准销售代表用来验证前景。销售代表和销售负责人的著名工具，可帮助他们确定其前景是否具有预算，权威，需求和正确的时间表来购买他们出售的商品。

• B = Budget: Determines whether your prospect has a budget for what you're selling.
• A= Authority: Determines whether your prospect has the authority to make a purchasing decision.
• N = Need: Determines whether there's a business need for what you're selling.
• t= Timeline: Determines the time frame for implementation.

Bant公式最初是几十年前IBM开发的。我们认为Bant已经足够了：Learn moreAbout the qualification criteria set by HubSpot's VP of Sales.

BR: Bounce Rate

网站bounce rate:在网站上降落在页面上，然后离开而无需单击其他任何内容或导航到您网站上的任何其他页面的人的百分比。高跳线率通常会导致转化率差，因为没有人在您的网站上停留足够长的时间来阅读您的内容或在着陆页上（或其他任何转换事件）转换。

Email bounce rate:the rate at which an email was unable to be delivered to a recipient's inbox. A high bounce rate generally means your lists are out-of-date or purchased, or they include many invalid email addresses. In email, not all bounces are bad, so it's important to distinguish between hard and soft bounces before taking an email address off your list.Learn about hard and soft bounces here。

can-spam：Controlling the Assault of Non-Solicited Pornography And Marketing

2003年通过的一项美国法律制定了商业电子邮件和商业消息的规则。该法规使收件人有权停止向他们发送电子邮件，并概述了罚款经过those who violate the law. For example, CAN-SPAM is the reason businesses are required to have an "unsubscribe" option at the bottom of every email.Learn more about CAN-SPAM here, andcheck out this post to discover what factors affect email deliverability。

CASL：加拿大反垃圾邮件立法

ACanadian law passed in 2013 that调节the sending of "commercial electronic messages." CASL covers email, texts, instant messages, and automated cell phone messages sent to computers and phones in Canada.在此处了解有关CASL的更多细节。

CMO: Chief Marketing Officer

the most coveted job in the marketing organization chart. A CMO's skill set is rooted in marketing fundamentals but expands into personnel development, quantitative analysis, and strategic thinking.Learn more about what it takes to be a CMO here。

CMS: Content Management System

Aweb application designed to make it easy for non-technical users to create, edit, and manage a website. Helps users with content editing and more "behind-the-scenes" work like making content searchable and indexable, automatically generating navigation elements, keeping track of users and permissions, and more.

At HubSpot, we think COS (Content Optimization System) is better than CMS.找出为什么。

COS: Content Optimization System

tAke a CMS (Content Management System), and optimize it to deliver customers the most personalized web experience possible.Learn more about HubSpot's COS here。

CPA: Cost-per-Action

An internet advertising model where the advertiser pays for each specified action someone takes, like an impression, click, form submit, or sale. You can decide if a given action is a lead or a sale. Marketers use it to figure out spending for the desired action they are driving people toward.

CPC: Cost-per-Click

单击数字广告的花费的金额运行时PPCAdvertising campaign. CPC is used to assess the cost effectiveness and profitability of your campaign.

CPL: Cost-per-Lead

the amount it costs for your marketing organization to acquire a lead. This factors heavily intocustomer acquisition cost (CAC), and is a metric marketers should keep a keen eye on.

CR：转换率

在单个网页上完成所需操作的人的百分比，例如填写表格。通常，转化率较高的页面表现良好，而转换率较低的页面的性能较差（尽管此规则可能有例外）。

CRM: Customer Relationship Management

Aset of software programs that lets companies keep track of everything they do with their existing and potential customers.

在最简单的层面上，CRM softwarelets you keep track of all the contact information for these customers. But CRM systems can do lots of other things, too, like tracking email, phone calls, and deals; sending personalized emails; scheduling appointments; and logging every instance of customer service and support. Some systems also incorporate feeds from social media such as Facebook, Twitter, LinkedIn, and others.

the goal is to create a system in which Sales has lots of information at their fingertips and can quickly pull up everything about a prospect or existing customer.

CRO: Conversion Rate Optimization

提高你的网站转换使用的过程g design techniques, key optimization principles, and testing. It involves creating an experience for your website visitors that will convert them into customers. CRO is most often applied to web page or landing page optimization, but it can also be applied to social media, CTAs, and other parts of your marketing.Learn more here。

CTA: Call-to-Action

Atext link, button, image, or some other type of web link that encourages a website visitor to take an action on that website, such as visiting a landing page to download a piece of content.

你希望人们采取的行动可能anything: Download an ebook, sign up for a webinar, get a coupon, attend an event, and so on. A CTA can be placed anywhere in your marketing -- on your website, in an ebook, in an email, or even at the end of a blog post.Learn more about how to make CTAs effective。

CTR: Clickthrough Rate

你的听众的百分比(或进步clicks through) from onestepof yourmarketing campaignto the next. As a mathematic equation, it’s the total number of clicks that your page or CTA receives divided by the number of opportunities that people had to click (ex: number of pageviews, emails sent, etc).

DM: Direct Mail, or Direct Message (Twitter)

Direct Mail:the delivery of advertising material to recipients of postal mail; also called "junk mail" by its recipients. Direct mail is a dubious investment for most businesses --这就是原因。

Direct Message:Twitter上的一条消息用于直接与Twitter关注者联系。DM可以从一个人发送到另一个人，也可以在一个组内发送。大多数帐户仅允许其关注者的DMS，但是许多企业允许任何人的DMS。to learn more about how DMs work, check out this resource from Twitter.

GA: Google Analytics

Aservice by Google that generates detailed statistics about a website's traffic and traffic sources, and measures conversions and sales. Marketers use it to get to know their audience, trace their customers' paths, and make a visual assessment of how visitors interact with their pages.单击此处了解为什么HubSpot和Google的分析不匹配。

KPI: Key Performance Indicator

Atype of performance measurement companies use to evaluate an activity's success. While KPIs are used throughout a business, marketers look at KPIs to track progress toward marketing goals.

Examples of KPIs include CAC (Customer Acquisition Cost),leads generated, and homepage views. Choose KPIs that represent how your marketing and business are performing. (Learn more blogging KPIs here, andlearn more about email marketing KPIs here。）

PPC: Pay-per-Click

An internet advertising model where advertisers pay a publisher (usually a search engine, social media site, or website owner) a certain amount of money every time their ad is clicked. For search engines, PPC ads display an advertisement when someone searches for a keyword that matches the advertiser's keyword list, which they submit to the search engine ahead of time.

有两种用于支付PPC广告的方法：

1. Flat rate,where the advertiser and publisher agree on a fixed amount that will be paid for each click. Typically this happens when publishers have a fixed rate for PPC in different areas on their website.
2. Bid-based,where the advertiser competes against other advertisers in an advertising network. In this case, each advertiser sets a maximum spend to pay for a given ad spot, so the ad will stop appearing on a given website once that amount of money is spent. It also means that the more people click on your ad, the lower PPC you'll pay and vice versa.

Learn more about getting started with PPC here。

PR: Public Relations

PR就是要在正确的时间让一家公司在合适的观众面前，并raybet电子竞技带有使其发言人听起来像人类，而不是机器人的消息。这个想法是赢得媒体的关注，而不是购买。目标？告知公众，潜在客户，投资者，合作伙伴和员工，并raybet平台promptthem toAdopt关于公司，领导和员工及其产品或服务的一定看法。raybet电子竞技

today, that effort has a lot to do with content creation and distribution. For example, a good PR employee mightwork withAn online newspaper to publish an article featuring their company in an attractive light.Download our free, step-by-step press release templates here, along with a full guide of tips and ideas for effective promotion strategies and answers to frequently asked PR questions.

PV: Page View

Arequest to load a single web page on the internet. Marketers use them to analyze their website andgaugehow large their audience is.

QR Code: Quick Response Barcode

营销人员使用的可扫描条形码用于离线和在线营销。当人们看到它们时，他们可以拿出智能手机并使用QR条形码扫描QR码scanner app。the information encoded by QR codes can include text, a URL, or other data.Learn how to create a QR Code here。

RSS: Rich Site Summary

RSS提要是一个web提要frequentl发表文章y updated information like blog posts, news stories, and podcasts. They let publishers syndicate data automatically, which is why they're sometimes known as "Really Simple Syndication." When you subscribe to a website's RSS, you no longer need to check their website for new content -- instead, your browser will automatically monitor the site and give you timely updates.

RT: Retweet

另一个用户在Twitter上发布的推文的重新发布。有几种方法可以做到这一点：

1)You can retweet an entire tweet by clicking the retweet button, indicated below.

2)You can post a "retweet with comment" that includes your own commentary in addition to the information you're retweeting.

When you see "Please RT" in someone's tweet, it means they are requesting that their followers retweet that tweet to spread awareness.Learn more about retweets here。

SaaS: Software-as-a-Service

Any software that is hosted by another company, which stores your information in the cloud. Examples: HubSpot, Dropbox, IM clients, and project management applications.

SEO：搜索引擎优化

techniques that help your website rank higher in organic search results, making your website more visible to people who are looking for your brand, product, or service via search engines like Google, Bing, and Yahoo.

there are a ton of components to improving the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links -- and that's just to name a few. Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in the search engine results pages.Learn more about SEO here。

SLA: Service Level Agreement

For marketers, an SLA is an agreement between a company's sales and marketing teams that defines the expectations Sales has for Marketing and vice versa. The Marketing SLA defines expectations Sales has for Marketing with regards to lead quantity and lead quality, while the Sales SLA defines the expectations Marketing has for Sales on how deeply and frequently Sales will pursue each qualified lead.

SLAs exist to align sales and marketing. If the two departments are managed as separate silos, the system fails. For companies to achieve growth and become leaders in their industries, it is critical that these two groups be properly integrated.Learn how to create an SLA here。

SM: Social Media

Social media platforms are places you can post links, photos, videos, and other content, in the hopes that thousands of people will see it, click on it, interact with it, and share it with their own networks.一些大型：Facebook, Twitter, Instagram, and Snapchat.

SMM: Social Media Marketing

When people use social media to market their business to customers, potential customers, journalists, bloggers, employees, potential employees, and anyone else in the social universe.

在这里下载我们的全球社交媒体营销指南to learn how to run social media campaigns for a worldwide audience.

UV: Unique Visitor

Aperson who visits a website more than once within a defined period of time. Marketers use this term in contrast with overall site visits to track the amount of traffic on their website. If only one person visits a webpage 30 times, then that web page has one UV and 30 total site visits.

WOM: Word-of-Mouth

the passing of information from person to person. Technically, the term refers to oral communication, but today it refers to online communication, as well. WOM marketing is inexpensive, but it takes work and involves leveraging many components of inbound marketing like product marketing, content marketing, and social media marketing.Learn more about creating a powerful WOM marketing strategy here。

41 Common Business Acronyms

ASP: Application Service Provider

Internet hosting that provides computer-based services (aka SaaS products) to customers over a network.

API: Application Programming Interface

Acomputer programming term meaning a series of rules. APIs allow an application to extract information from a service and use that information in their own application, or sometimes for data analysis. It's kind of like a phone for applications to have conversations -- an API literally "calls" one application and gets information to bring to you to use in your software. APIs facilitate the data needed to provide solutions to customer problems.

HubSpot has APIsthat developers use to get information from our software into theirs. It’s important for marketers to understand what APIs can do to factor them in to their marketing strategies.Learn more about how marketers can use APIs here。

B2B：企业对企业

Companies that sell to other businesses. Examples: Slack, Google.

B2C: Business-to-Consumer

直接向消费​​者出售的公司。示例：亚马逊，苹果，耐克。

CAC: Customer Acquisition Cost

this is your total Sales and Marketing cost. To calculate, follow these steps for a given time period (month, quarter, or year):

1. Add up program or advertising spend + salaries + commissions + bonuses + overhead.
2. 除以新客户的数量period.

For example, if you spend $500,000 on Sales and Marketing in a given month and added 50 customers that same month, then your CAC was $10,000 that month. (Learn more here。）

首席执行官：首席执行官

the most senior corporate officer, executive, or administrator in charge of managing a company. This person is responsible for maximizing the company's value and making high-level decisions about policy and strategy, and typically reports to the board of directors.

CFO: Chief Financial Officer

the senior-most executive responsible for managing the financial risks at a company, including financial planning, record-keeping, and reporting. This person is the financial spokesperson of the company, and typically reports to the CEO and the board of directors.

CIO: Chief Information Officer

the senior-most executive responsible for the management, implementation and usability of information and computer technologies at the company. The CIO figures out how these pieces of technology benefit the company or improve an existing business process, and then integrates a system to actually make that benefit or improvement happen.

首席运营官：首席运营官

the senior-most executive responsible for managing and overseeing the ongoing business operations within a company. The COO typically reports to the CEO and tends to be second-in-command within the company.

CSO: Chief Security Officer

the senior-most executive responsible for developing and overseeing all the policies and programs that protect the people, intellectual assets, and tangible property of a company. This includes everything from privacy and data protection to environmental security, health, and safety.

CTO: Chief Technology Officer

Sometimes called the "chief technical officer," the CTO is the senior-most executive responsible for focusing on all the scientific and technological issues within an organization. This role is most common in companies within technology-based industries of all different types, from software and ecommerce to biotech and automotive.

CLV or CLTV: Customer Lifetime Value (See LTV）

CoCA: Cost of Customer Acquisition (See CAC）

CSS: Cascading Style Sheets

一种管理网页的设计和演示的语言：颜色，外观，感觉等。它与HTML一起工作（（see HTML), which handles the content of web pages. Think of HTML作为the skeleton of your webpages, while CSS is the clothing.

使用CSS,你可以创建规则来告诉你的网站e how you want it to display information. And you can keep the commands for the style stuff -- fonts, colors, and so on -- separate from the commands for the content. They’re called “cascading” because you can have multiple style sheets, with one style sheet inheriting properties (or “cascading”) from others.Learn more here。

CX: Customer Experience (See UX）

DNS: Domain Name Server

Aserver that translates a web address into one or more IP addresses.（（See IP Address.)

EOD: End Of Day

Colloquially, EOD means the end of the business day -- whatever that means to the person speaking. I might tell a colleague, for example, that I'll get her the report "by EOD tomorrow." In some cases, EOD takes on the more formal meaning of the end of the trading day in financial markets.

EOW: End Of Week

Similarly to EOD, EOW simply means end of the week. In colloquial terms, this might mean around the end of the business day on Friday.

HTML：超文本标记语言

the language used to direct the architecture of your website, landing pages, and emails. HTML lays out the structure of your website, from the title and first header, to a bulleted list, to your footer. "HTML is the skeleton of your webpages, while CSS is the clothing."Learn more here。

IP Address: Internet Protocol Address

Anumerical label assigned to each device participating in a computer network that uses the Internet Protocol for communication.

ISP: Internet Service Provider

提供互联网服务的组织（商业，社区拥有，非营利或其他私人拥有）。

LTV: Lifetime Value

Aprediction of the net profit attributed to the entire future relationship with a customer. To calculate LTV, follow these steps for a given time period:

1. tAke the revenue the customer paid you in that time period.
2. 从该数字中减去毛利率。
3. 除以估计churn rate（（Aka cancellation rate) for that customer.

例如，如果客户每年向您支付100,000美元的收入毛利率为70％，并且预计该客户类型为每年16％，则客户的LTV为437,500美元。（（Learn more here。）

LTV:CAC: Ratio of Lifetime Value to Customer Acquisition Cost

the ratio of LTV to CAC. (SeeLTVAndCAC。）

Once you have the LTV and the CAC, compute the ratio of the two. If it costs you $100,000 to acquire a customer with an LTV of $437,500, then your LTV:CAC is 4.4 to 1.

妈妈：一个月一个月

Changes in levels expressed with respect to the previous month. These changes are更动荡thanquarter-over-quarteror year-over-year and tend to reflect one-off events like holidays, website troubles, natural disasters, and stock market crashes. Compare the average of whatever you're measuring in Month X with Month Y to calculate the MoM change.

to calculate percentage growth: Subtract Month Y number from Month X number, divide the result by Month X number, then multiply the final result by 100.

mtD: Month-to-Date

Atime period starting at the beginning of the current month and ending at the current date.

mRR: Monthly Recurring Revenue

the amount of revenue a subscription-based business receives per month. Includes MRR gained by new accounts (net new), MRR gained from upsells (net positive), MRR lost from downsells (net negative), and MRR lost from cancellations (net loss).

NPS: Net Promoter Score

A客户满意度指标that measures, on a scale of 0-10, the degree to which people would recommend your company to others. The NPS is derived from a simple survey designed to help you determine how loyal your customers are to your business.

to calculate NPS, subtract the percentage of customers who would not recommend you (detractors, or 0-6) from the percent of customers who would (promoters, or 9-10).

Regularly determining your company’s NPS allows you to identify ways to improve your products and services so you can increase the loyalty of your customers.Learn more about how to use NPS surveys for marketing here。

NSFW：工作不安全

An Internet slang termusedto warn people that the content they're about to read or watch -- whether it's an email, video, forum, or something else -- is not suitable for a work environment. Usually, this means there's profanity or inappropriate content, and it's best to watch it on your own time.

OOO: Out of the Office or Out-of-Office

OOO can be used in two ways:

• As a phrase, meaning "out of the office." As in,“我下周我。”
• As an adjective, meaning "out-of-office." As in,"I wrote an OOO auto-reply so I don't have to check email while I'm on vacation."

It doesn't necessarily mean you're on vacation; it just means you're not physically in your office. In other words, you can be OOO in Aruba with your family, or you can be OOO at a conference, at a doctor's appointment, at your daughter's soccer tournament, and so on.

Usually, when you're OOO, you set up an auto-reply for your email.Here's a list of 17 of the best OOO email messages we've ever seenin case you need some inspiration.

PM: Project Manager

从字面上看，PM是一个项目的经理。尽管他们通常不会直接参与产生项目最终结果的任何需要，但他们在那里regulateAproject's progress, figure out ways to reduce the risk of failure, maximize benefits, and minimize costs. They're also the first point of接触for anything that might go wrong.

PTO: Paid Time Off

PTO is a time-off policy some companies have that give employees flexibility in how they use theirAllottedvacation and sick days. Typically, it means a company gives its employees a bank of hours that pool together given vacation days, sick days, and personal days. Employees can then pull from this bank as needed.

PTO is often earned on a month-to-month basis or every pay period, and if employees take off more time than they have PTO available, they then technically "owe" the company for that time -- or they can arrange with their employer to take the time off without pay.

PTO can differ greatly depending on the position and company you're in. It's best to check with your HR department to get more information on your policy.

QoQ: Quarter-over-Quarter

Changes in levels expressed with respect to the previous quarter. QoQ numbers tend to be更动荡than year-over-year, but less volatile than month-over-month.

QTD：季度到期

从本季度开始的时间开始，并在当前日期结束。

ROI: Return On Investment

Aperformance measure used to evaluate the efficiency and profitability of an investment. Theformulafor ROI is: Gain from Investment minus Cost of Investment, divided by Cost of Investment. The result is expressed as a percentage or ratio. If ROI is negative, then that initiative is losing money. The calculation can vary depending on what you input for gains and costs.

mArketersshould测量他们使用的每种策略和渠道的投资回报率。营销的许多方面有相当straightforward ROI calculations (like PPC）, but others are more difficult (like content marketing）。

SMB: Small-to-Medium Business

Usually defined as companies that have between 10 and 500 employees.

SWOT: Strengths, Weaknesses, Opportunities, Threats

ASWOT analysis is when a company conducts a study to pinpoint its internal strengths and weaknesses and its external opportunities and threats. It gives a strategic view of the main opportunities and challenges that exist within their particular market.

the outcome of the analysis? A high-level action plan containing the most important tasks that will impact the success of a given department or the organization as a whole.

Learn how to do a content marketing SWOT analysis here。

UI: User Interface

Atype of interface that allows users to control a software application or hardware device. A good user interface provides a user-friendly experience by allowing the user to interact with the software or hardware in an intuitive way. It可能包括菜单栏，工具栏，窗口，按钮等。Learn how to create a user-friendly website registration process here。

URL: Uniform Resource Locator

Also known as a web address, a URL is a specific character string that refers to a resource. It's displayed on the top of a web browser inside an "address" bar.Learn how to optimize your URLs for search here。

UX: User Experience

the overall experience a customer has with a particular business, from their discovery and awareness of the brand all the way through their interaction, purchase, use, andpotentialAdvocacy. To deliver an excellent customer experience, you have to think like a customer, or better, think aboutbeing客户。Learn more about this mindset here。

YoY: Year-over-Year

Changes in levels expressed with respect to the previous year. YoYincorporates more datathan MoM or QoQ, so it gives you a better long-term view.

YTD: Year-to-Date

Atime period starting at the beginning of the current year and ending at the current date.

these are just 75 of the most used terms at the moment. New trends are emerging all the time, and the truly best marketers make it a point to continue learning. If you're interested in continuing your marketing education, consider tryingone of these types of marketing trainings。

Got a marketing or business acronym to add to the list? Comment below with the term and its definition.

Editor's Note: This post was originally published inJune 2014And has been updated for freshness, accuracy, and comprehensiveness.