All articles with "marketing" tag

Unit economics

All companies work around their business model, i.e., a set of strategies directed at achieving their organizational goals. Yet, no matter what strategies are in the act, the building blocks of any business are always the same: costs and revenues. That’s what unit economics deals with. What is unit economics? Unit economics is a method […]

Account development representative (ADR)

An account development specialist works with their company’s most important clients to build prolonged, loyal, strategic cooperation. This position demands a set of skills that include multi-functional leadership, strategic planning, and the ability to effectively close sales.  You can be a salesperson searching for new career opportunities or an existing account development representative preparing to […]

Sales methodology

A sales methodology is a set of principles a sales team should follow to understand how to perform their roles no matter what situations they may face during the sales process. Each sales organization needs a sales methodology to guide them on how to work together towards the same goal ― winning more customers and […]

Bottom of the funnel (BOFU)

Almost all marketers use content marketing to generate demand at every stage of the buyer’s journey – top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). However, their attention is mostly focused on TOFU, which deals with raising awareness and provoking interest in the product.  Statistics show that […]

Middle of the funnel (MOFU)

TOFU, MOFU, and BOFU stand for three different stages of the buyer’s journey: top of the funnel, middle of the funnel, and bottom of the funnel. During each stage, specific content is shared to move the prospect further through the sales funnel and close the deal without being too intrusive. MOFU meaning In marketing, MOFU […]

Base salary

Whether you’re an employer or an employee, it’s critical to know all components of the compensation package and calculate how much you or your workers will earn when agreeing to a job or negotiating a raise. And here’s where the understanding of base salary can help.  What is base salary? Base salary, aka base pay, […]

Critical questions

One of the main problems in sales nowadays is the insufficient knowledge of customers’ needs that salespeople demonstrate. This is why 71% of B2B customers aren’t engaged. Still, it’s possible to improve the situation if sales reps understand the necessity of asking leads right critical questions. What are critical questions? Critical questions are questions that […]


Firmographics are a collection of descriptive attributes used by B2B organizations to segment their target market and discover their ideal customers.  Such data helps categorize companies according to geographic location, industry, customer base, type of organization, technologies used, etc. With this information at hand, you can build a more effective lead generation strategy and improve […]

Sales director

A sales director, or a director of sales, is employed by a company to manage the work of subordinate salespeople and lead an effective selling strategy for the business in general. As a rule, a sales director has full control over the sales functions and reps within the company’s budget and is often a part […]


Have you ever met people who can easily find common ground with others? Magically, they succeed in creating an atmosphere of trust within several minutes. Knowing how to build rapport can help you not only in everyday life but also in your marketing efforts.  Let’s learn what rapport is and how to build it with […]

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