Close this search box.
Diverse group of young women at work reviewing account manager glossary

The Account Managers Glossary: 17 Terms You Should Know

Ever sit in a meeting and feel like the people around you are speaking a foreign language? It’s happened to all of us at some point. To help, we’ve compiled the top keywords that every marketing account manager should keep at their fingertips. Let’s get cracking!

Account Manager Glossary

  1. Account planning: This term is marketing speak for crafting a strategy that aligns with the company’s overall business objectives. It’s like drawing a roadmap that directs all marketing initiatives towards the desired goals.
  2. Audience segmentation: This is like playing matchmaker for your brand. You’re dividing your audience into smaller groups based on their common traits – think interests, demographics, or behavior – to offer them a personalized brand experience.
  3. Brand equity: This measures how much your brand is worth in the market, factoring in aspects such as awareness, loyalty, and perceived quality. It’s the price tag of your brand’s reputation.
  4. Campaign management: This is the conductor of your marketing orchestra. It involves meticulously planning, executing, and gauging the success of a marketing campaign.
  5. Customer lifetime value (CLTV): This is like predicting a crystal ball’s future revenue from a customer over the entirety of their relationship with your company. The longer and more profitable the relationship, the higher the CLTV.
  6. Demand generation: This is about setting the stage for potential customers to fall in love with your product or service. It’s about creating awareness and fostering interest among your target audience.
  7. Marketing analytics: This is the Sherlock Holmes of marketing. It’s about collecting, examining, and reporting on marketing data to enhance performance and solve the mystery of what works and what doesn’t.
  8. Marketing mix optimization: This is like being a DJ for your marketing strategy, tuning the ‘four Ps’ (product, price, place, and promotion) for optimal performance.
  9. Marketing research: This is the reconnaissance mission for your marketing operations. It involves gathering and analyzing data about the target market, competitors, and overall marketing climate.
  10. Persona: This is your ideal customer’s doppelgänger. It’s a fictional yet research-backed representation of your target audience, complete with their characteristics and preferences.
  11. Product positioning: This defines how your product or service is perceived by your audience. It’s about showcasing your product’s unique advantages and its place in the market.
  12. Public relations: This is the brand ambassador within your marketing strategy. It’s all about cultivating and preserving relationships with the media and other stakeholders.
  13. Sales enablement: This empowers your sales force with the necessary tools, resources, and training. It’s like equipping your soldiers with the best weaponry for success in the battlefield of sales.
  14. Sales funnel optimization: This is about enhancing the conversion rate at each stage of your sales funnel. It’s like tuning up an engine to get maximum performance.
  15. Targeted advertising: This is about sending the right messages to the right people. It’s about ensuring your ads reach those who are likely to have an interest in your product or service.
  16. User journey mapping: This is about plotting the course a customer takes from their initial encounter with your brand to making a purchase. It’s a storyboard of your customer’s experience.
  17. Value-based pricing: This involves setting prices that reflect the value a product or service provides to the customer. It’s like pricing a painting based on its perceived value, not just the cost of paint and canvas.

Each of these terms holds a unique place in the marketing landscape, and understanding them can be the difference between a successful campaign and a flop. So, bookmark this page and keep these terms handy!


The newsletter for ambitious women in marketing.

Marketing news to elevate your career – plus an inspiring interview – delivered to your inbox weekly, for free.