19 / 05 / 2021

The most commonly used keywords in business today and what they mean

For those who are not interested, they sound unnatural, for the authors of the business language code, their use is perfect - these words improve communication, create an aura of professionalism or at least sound universal. We have selected a number of such words that are regularly recurring and appear in almost every corporate communication, presentation or management statement. The question is what they actually mean.


B2B and B2C

Business-to-business (B2B), also called B-to-B, is a form of transaction between businesses, such as one involving a manufacturer and wholesaler, or a wholesaler and a retailer. Business-to-business refers to business that is conducted between companies, rather than between a company and individual consumer. B2C, on the other hand stands for Business-to-consumer relation.


Cold mailing and cold calling

Cold email or cold call is a marketing message, utilizing email or telephone service technology to present products or services to potential customers. This communication is most often addressed to recipients who have not previously been contacted or who have not received any messages from a given entity for a long time. The transmitted messages are characterised by personalisation of the message and the distribution of the content itself is carried out in an automated manner with the use of marketing tools.



KPI, key performance indicators, or key performance metrics, are financial and non-financial indicators used as a yardstick for measuring the achievement of an organisation's objectives. KPIs support the achievement of the company's operational and strategic goals. They are important for building a results-oriented organisational culture, as they provide employees with objective feedback on their work, costs and quality. KPIs are also a tool of managerial control, allowing for quick decision making, planning and prioritization of actions and responding to emerging problems. They also support the processes of continuous improvement and effective use of resources held by the organisation.



CPC stands for Cost Per Click and is a methodology that websites use to determine the average amount of clicks that a customer or user uses on a specific advertisement. CPC is also a widely used metric that advertisers incorporate into campaign budget management and performance. Therefore, when your advertisement gets 2 clicks, one costs $0.40 and the other is $0.20, that gives you $0.60. You can divide your $0.60 by 2 (total number of clicks) to get an average CPC of $0.30.



The abbreviation CTR comes from the words Click Through Rate and in email marketing indicates the click rate. It is expressed as a percentage of the number of unique clicks on at least one link in your message, to the number of all messages sent in a given campaign. For example, if you send 1,000 emails in a campaign and 250 people click on the links in your messages, your CTR will be 25%.

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