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Digital marketing is the larger category, and much of it never touches your site: a lead form completed inside LinkedIn, a placement in a trade newsletter. 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That website marketing definition is deliberately narrow at both ends: it excludes work whose destination is not your site, and it excludes the product and pricing decisions that determine whether anyone wants what you sell. Three things are routinely mistaken for it. Digital marketing is the wider field — a lead form completed inside LinkedIn, a podcast sponsorship, a call from a map listing.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-marketing/", "pageTitle": "Website Marketing | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Digital_marketing", "relations": [ { "predicate": "PART_OF", "target": "e_grp_foundations", "targetId": "e_grp_foundations", "targetName": "Strategy & Foundations" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_b2b_marketing_strategy", "@type": "Concept", "name": "B2B Marketing Strategy", "alternateName": "B2B marketing strategy", "description": "How a B2B marketing strategy is actually constructed — from segment definition and positioning to channel selection and budget.", "hasChunks": [ { "chunkId": "c_b2b-marketing-strategy", "text": "A marketing strategy is a small set of decisions that constrain everything the team does afterwards: which businesses you are trying to win, which you will decline, what you will claim about yourself, and which activities you have chosen not to fund. The campaign calendar, the channel mix, and the content plan are execution that follows from those decisions.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-marketing-strategy/", "pageTitle": "B2B Marketing Strategy | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Marketing_strategy", "relations": [ { "predicate": "PART_OF", "target": "e_grp_foundations", "targetId": "e_grp_foundations", "targetName": "Strategy & Foundations" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_b2b_marketing_funnel", "@type": "Concept", "name": "The B2B Marketing Funnel", "alternateName": "the B2B marketing funnel", "description": "What the B2B marketing funnel models, where the metaphor breaks down, and how to use it without deceiving yourself.", "hasChunks": [ { "chunkId": "c_b2b-marketing-funnel", "text": "The marketing funnel is a population model. It describes a set of potential buyers narrowing as they pass through stages, and its real content is the conversion rate between one stage and the next. It is a counting device with a shape. It gets confused with three other things. It is not a description of how an individual buyer thinks; nobody moves cleanly from awareness to consideration to purchase. 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Measured, it is a duration; described, it is a set of stages. Both senses are in common use, which is the first source of confusion. Three things get mistaken for it. The sales process is what your team does — the internal playbook of steps, criteria, and exit conditions. 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The keyword phrases themselves are the visible output; the valuable part is the map of who says what, and why. It gets confused with two other activities. The first is exporting a tool's suggestions and sorting by volume, which produces a list rather than research. The second is the counting exercises — keyword density, exact-phrase repetition — that stopped describing how search works years ago.", "sourceUrl": "https://www.corporatewebsitemarketing.com/keyword-phrases/", "pageTitle": "Keyword Research & Keyword Phrases | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Keyword_research", "relations": [ { "predicate": "PART_OF", "target": "e_grp_foundations", "targetId": "e_grp_foundations", "targetName": "Strategy & Foundations" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_b2b_website_design", "@type": "Concept", "name": "B2B Website Design", "alternateName": "B2B website design", "description": "What separates a B2B website design that supports a long sales cycle from one that merely wins design awards.", "hasChunks": [ { "chunkId": "c_b2b-website-design", "text": "B2B website design is the arrangement of pages, words, and evidence so that several people with different jobs can each get what they need from one site and then agree with one another. That is a different craft from visual identity, and different again from information architecture, which is covered under B2B website architecture. 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Information architecture is how content is grouped, labeled, and related — the conceptual model of what exists and what belongs with what. Navigation is the subset of that model exposed as menus, hubs, breadcrumbs, and in-page links. It is a presentation of the architecture, not the architecture itself, and can change without restructuring anything. URL structure is the set of addresses.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-website-architecture/", "pageTitle": "B2B Website Architecture | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Information_architecture", "relations": [ { "predicate": "PART_OF", "target": "e_grp_foundations", "targetId": "e_grp_foundations", "targetName": "Strategy & Foundations" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_b2b_website_content_strategy", "@type": "Concept", "name": "B2B Website Content Strategy", "alternateName": "website content strategy", "description": "Deciding what a corporate website should publish, in what depth, and how to stop producing content nobody in the market needs.", "hasChunks": [ { "chunkId": "c_b2b-website-content-strategy", "text": "Content strategy is the set of decisions that determine what a website publishes: which questions this company is the best available source on, what depth each deserves, who is qualified to write them, what the site refuses to publish, who reviews what already exists, and when a page is retired. Every one of those decisions has to be made by someone and defended. A content calendar is a production schedule. It answers when a thing will be published and by whom. 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That definition covers projects with almost nothing in common.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-website-migration/", "pageTitle": "B2B Website Migration | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_foundations", "targetId": "e_grp_foundations", "targetName": "Strategy & Foundations" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_privacy_policies", "@type": "Concept", "name": "Website Privacy Policies", "alternateName": "website privacy policies", "description": "What a corporate website's privacy policy has to account for once the site runs forms, analytics, advertising, and visitor tracking.", "hasChunks": [ { "chunkId": "c_privacy-policies", "text": "A website privacy policy is a public, factual account of what personal information the site collects, why, who receives it, how long it is kept, and what rights the people described in it can exercise. It is not a terms of use document, which is a contract with the visitor; not a cookie banner, which is a consent mechanism; and not a data processing agreement, which is a contract between organizations. Copying a policy from a competitor produces a document describing their vendors, their retention periods and their tag stack.", "sourceUrl": "https://www.corporatewebsitemarketing.com/privacy-policies/", "pageTitle": "Website Privacy Policies | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Privacy_policy", "relations": [ { "predicate": "PART_OF", "target": "e_grp_foundations", "targetId": "e_grp_foundations", "targetName": "Strategy & Foundations" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_b2b_seo", "@type": "Concept", "name": "B2B SEO", "alternateName": "B2B SEO", "description": "Search engine optimization for a business audience, where volumes are small, intent is specialized, and the buying committee is plural.", "hasChunks": [ { "chunkId": "c_b2b-seo", "text": "B2B SEO is the practice of earning organic search visibility among people buying on behalf of an employer. The mechanics are the ordinary ones: a page has to be reachable by a crawler, held in an index, and judged the best answer to a query. What changes is the shape of the demand. A consumer category can generate hundreds of thousands of searches a month. A category like industrial process instrumentation or claims-adjudication software may have a worldwide audience of a few thousand qualified people, a few hundred of them looking this quarter.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-seo/", "pageTitle": "B2B SEO | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Search_engine_optimization", "relations": [ { "predicate": "PART_OF", "target": "e_grp_awareness", "targetId": "e_grp_awareness", "targetName": "Reach & Awareness" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_search_engine_marketing", "@type": "Concept", "name": "Search Engine Marketing", "alternateName": "search engine marketing", "description": "Paid and organic search treated as one discipline — how corporate marketers use both to occupy the results a buyer actually sees.", "hasChunks": [ { "chunkId": "c_search-engine-marketing", "text": "Search engine marketing is the work of acquiring visibility on search results pages, by paid and organic means together. The term arrived as an umbrella: everything a company did to appear in a search engine. Through the 2000s, as pay-per-click advertising grew into an industry with its own platforms and job titles, SEM drifted in trade usage toward meaning paid search alone, with SEO cast as a separate sibling.", "sourceUrl": "https://www.corporatewebsitemarketing.com/search-engine-marketing/", "pageTitle": "Search Engine Marketing | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Search_engine_marketing", "relations": [ { "predicate": "PART_OF", "target": "e_grp_awareness", "targetId": "e_grp_awareness", "targetName": "Reach & Awareness" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_sponsored_listings", "@type": "Concept", "name": "Paid Search & Sponsored Listings", "alternateName": "sponsored listings", "description": "How sponsored listings work, what advertisers are really bidding on, and why high-intent B2B clicks cost what they cost.", "hasChunks": [ { "chunkId": "c_sponsored-listings", "text": "A sponsored listing is an advertisement on a search engine results page, labeled as such, and won at auction rather than earned through ranking. The advertiser picks keywords, sets a bid or a target, and pays on the click. Paid search advertising is the practice; sponsored listings are the units the buyer sees. Two confusions matter. The first is with organic search: no advertising spend buys a position in the unpaid results, and no search engine optimization affects the auction. They are separate systems sharing a page.", "sourceUrl": "https://www.corporatewebsitemarketing.com/sponsored-listings/", "pageTitle": "Paid Search & Sponsored Listings | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Pay-per-click", "relations": [ { "predicate": "PART_OF", "target": "e_grp_awareness", "targetId": "e_grp_awareness", "targetName": "Reach & Awareness" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_search_engine_listings", "@type": "Concept", "name": "Search Engine Listings", "alternateName": "search engine listings", "description": "The listing itself — title, description, structured data, and the AI-generated summaries now sitting above all of it.", "hasChunks": [ { "chunkId": "c_search-engine-listings", "text": "A search engine listing is the block a search engine builds to represent your page on a results page. On Google it normally consists of a title link, a snippet of descriptive text, the site name with a breadcrumb trail in place of the raw URL, sometimes sitelinks or an image, and — where markup and eligibility allow — a rich result element such as a review rating or an event date. Above all of it there may now sit a generated summary citing sources of its own. Two misunderstandings recur.", "sourceUrl": "https://www.corporatewebsitemarketing.com/search-engine-listings/", "pageTitle": "Search Engine Listings | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Search_engine_results_page", "relations": [ { "predicate": "PART_OF", "target": "e_grp_awareness", "targetId": "e_grp_awareness", "targetName": "Reach & Awareness" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_b2b_content_marketing", "@type": "Concept", "name": "B2B Content Marketing", "alternateName": "B2B content marketing", "description": "Content marketing aimed at professional buyers, where the job is to be genuinely useful rather than merely present.", "hasChunks": [ { "chunkId": "c_b2b-content-marketing", "text": "B2B content marketing is publishing material that helps a professional buyer do part of their job — diagnose a problem, compare approaches, size a project, defend a decision internally — with the commercial expectation that the company doing the helping gets considered when the buyer acts. Three other things get filed under the same heading and behave nothing like it. Blogging is a publishing format, not a strategy. A blog can run for years without a post that helps anyone buy anything. 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The term is widely credited to HubSpot's co-founders, Brian Halligan and Dharmesh Shah, who used it in the mid-2000s to name a specific contrast: a company blog, search visibility and social distribution, set against cold calling, rented lists, print advertising and trade-show badge scans. 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There is organic publishing from brand-owned accounts. There is paid distribution, which shares almost nothing operationally with the organic work. And there is what the company's own employees and executives post under their own names, which has the most reach and the least management attention. Social media for B2B is routinely confused with its consumer counterpart, and the differences are not cosmetic. 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The difference is the offer.", "hasChunks": [ { "chunkId": "c_linkedin-marketing", "text": "LinkedIn marketing covers two things that share a logo and almost nothing else: organic presence — a Company Page, and posts from the personal profiles of the people who work there — and advertising bought through Campaign Manager, whose distinguishing feature is targeting by professional attributes that no other large platform sells. Both are routinely confused with a third activity.", "sourceUrl": "https://www.corporatewebsitemarketing.com/linkedin-marketing/", "pageTitle": "LinkedIn Marketing for B2B | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_awareness", "targetId": "e_grp_awareness", "targetName": "Reach & Awareness" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_website_marketing_videos", "@type": "Concept", "name": "B2B Video Marketing", "alternateName": "video marketing", "description": "Video on a corporate website — product explanation, customer evidence, and the video results now occupying search pages.", "hasChunks": [ { "chunkId": "c_website-marketing-videos", "text": "Website marketing videos are recordings placed on your own pages to explain, demonstrate or evidence something a buyer must understand before they can proceed. That is narrower than the industry's usual definition, and the narrowness is deliberate, because three adjacent things get budgeted as if they were the same activity. The brand film — drone footage, staff laughing in a corridor, a strapline at the end. It is an internal morale product and answers no question a buyer has.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-marketing-videos/", "pageTitle": "B2B Video Marketing | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_awareness", "targetId": "e_grp_awareness", "targetName": "Reach & Awareness" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_b2b_digital_pr", "@type": "Concept", "name": "B2B Digital PR", "alternateName": "digital PR", "description": "Earned media as a marketing channel: how coverage in trade press and industry publications compounds into search visibility.", "hasChunks": [ { "chunkId": "c_b2b-digital-pr", "text": "B2B digital PR is the practice of earning coverage and citation in online publications your buyers read, by producing material a journalist has an independent reason to publish. It overlaps with two neighboring disciplines and is routinely confused with both. Traditional PR is broader and older: press relations, announcements, spokesperson preparation, crisis handling, analyst and investor communication. Its measures are reputational, and its channels include print and broadcast.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-digital-pr/", "pageTitle": "B2B Digital PR | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Public_relations", "relations": [ { "predicate": "PART_OF", "target": "e_grp_awareness", "targetId": "e_grp_awareness", "targetName": "Reach & Awareness" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_b2b_retargeting", "@type": "Concept", "name": "B2B Retargeting", "alternateName": "retargeting", "description": "Advertising to people who already visited — the channel with the most flattering reported numbers and the least understood lift.", "hasChunks": [ { "chunkId": "c_b2b-retargeting", "text": "Retargeting shows advertisements to people who have already interacted with you — visited the site, watched a video, opened a form, attended an event. Google calls the same practice remarketing; in B2B the words are used interchangeably. The audience is defined by past behavior rather than by attributes, which is the distinction from every other kind of targeting. It gets confused with three neighboring things. 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That is the whole definition. Score, grade, stage and temperature are interpretations your organization adds, and the interpretation is where the arguments start. Lead is the most abused word in business-to-business marketing. It is used interchangeably for a newsletter subscriber, a badge scan, a whitepaper download, an inbound inquiry with a stated budget, and a name bought from a data broker.", "sourceUrl": "https://www.corporatewebsitemarketing.com/sales-leads/", "pageTitle": "B2B Lead Generation | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Lead_generation", "relations": [ { "predicate": "PART_OF", "target": "e_grp_capture", "targetId": "e_grp_capture", "targetName": "Capture & Conversion" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_account_based_marketing", "@type": "Concept", "name": "Account-Based Marketing", "alternateName": "account-based marketing", "description": "Treating named accounts as the unit of marketing instead of individual leads — what it requires, and when it is overkill.", "hasChunks": [ { "chunkId": "c_account-based-marketing", "text": "Account-based marketing treats a defined list of named companies as the market, rather than treating individuals as leads to be collected. The account is the unit of targeting, of measurement and of the plan; it may generate no leads for a year and still be progressing. The term was introduced and named by ITSMA, the Information Technology Services Marketing Association, in 2003. 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That last clause separates it from every other channel: a social following, a search ranking and an advertising audience are all rented, and your access to them is revocable without notice. Three things are routinely confused with it. 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Those three components are the product. The presentation is why people register, the form is the commercial mechanism, and the recording is usually where most of the value ends up. A virtual event is a different product: multiple sessions, session-level rather than event-level attendance, different registration behavior and a materially different cost structure.", "sourceUrl": "https://www.corporatewebsitemarketing.com/webinars/", "pageTitle": "B2B Webinars | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Web_conferencing", "relations": [ { "predicate": "PART_OF", "target": "e_grp_capture", "targetId": "e_grp_capture", "targetName": "Capture & Conversion" }, { "predicate": "PART_OF", "target": "e_grp_demand", "targetId": "e_grp_demand", "targetName": "Demand Generation" } ] }, { "entityId": "e_b2b_marketing_automation", "@type": "Concept", "name": "B2B Marketing Automation", "alternateName": "marketing automation", "description": "The platform layer that routes, scores, and follows up — and the reason most implementations underperform the brochure.", "hasChunks": [ { "chunkId": "c_b2b-marketing-automation", "text": "B2B marketing automation is software that captures form submissions, records what a known contact does on the website and in email, applies rules to that behavior, and hands records to a CRM with a score attached. Marketo, HubSpot, Salesforce Account Engagement (formerly Pardot), Eloqua and ActiveCampaign all sit in this category. Underneath the feature lists they do four things. A contact database holding behavioral history against a person, not an address on a list. 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That last clause carries the weight: you know the source, you know the promise made before the click, and you control everything the visitor sees after it. Two other things get called landing pages and are not. 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The visitor gives you information and permission to contact them; you give them something they want. Every field you add raises the price you charge and, if the field is a useful one, raises the quality of what you receive. That trade is the whole subject. 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It is bounded by two neighboring disciplines. Off-page covers links and mentions you do not own. Technical covers crawling, rendering, indexing and speed, which are site-wide properties a single page inherits. It is routinely confused with both.", "sourceUrl": "https://www.corporatewebsitemarketing.com/page-website-optimization/", "pageTitle": "On-Page Website Optimization | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_capture", "targetId": "e_grp_capture", "targetName": "Capture & Conversion" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_conversion_rate_optimization", "@type": "Concept", "name": "Conversion Rate Optimization", "alternateName": "conversion rate optimization", "description": "Systematically improving the share of visitors who act — and why most B2B sites do not have the traffic to run the tests they run.", "hasChunks": [ { "chunkId": "c_conversion-rate-optimization", "text": "Conversion rate is the number of visitors who complete a defined action divided by the number who could have, over a stated window. Conversion rate optimization is the practice of raising that proportion deliberately, using research and controlled comparison rather than opinion. Three things are load-bearing: the action is defined in advance, the denominator is stated, and the improvement is demonstrated rather than assumed.", "sourceUrl": "https://www.corporatewebsitemarketing.com/conversion-rate-optimization/", "pageTitle": "Conversion Rate Optimization | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Conversion_rate_optimization", "relations": [ { "predicate": "PART_OF", "target": "e_grp_capture", "targetId": "e_grp_capture", "targetName": "Capture & Conversion" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_b2b_marketing_analytics", "@type": "Concept", "name": "B2B Marketing Analytics", "alternateName": "B2B marketing analytics", "description": "Measuring B2B marketing when the cycle is long, the committee is plural, and the revenue lands in a different quarter.", "hasChunks": [ { "chunkId": "c_b2b-marketing-analytics", "text": "B2B marketing analytics is the collection and interpretation of behavioral, campaign and revenue data about business buyers, in order to change what the program does next. That second clause is the discipline. A report nobody acts on is bookkeeping with charts. The test most reporting fails is easy to apply and uncomfortable to run. For every recurring number in the monthly pack, name the decision it informs and the level at which that decision changes.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-marketing-analytics/", "pageTitle": "B2B Marketing Analytics | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Web_analytics", "relations": [ { "predicate": "PART_OF", "target": "e_grp_measure", "targetId": "e_grp_measure", "targetName": "Measurement & Optimization" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_b2b_website_visitor_tracking", "@type": "Concept", "name": "B2B Website Visitor Tracking", "alternateName": "visitor tracking", "description": "Identifying the companies behind anonymous website visits — how it works, how accurate it is, and what it obliges you to disclose.", "hasChunks": [ { "chunkId": "c_b2b-website-visitor-tracking", "text": "B2B website visitor tracking, in its mainstream form, matches the public IP address of an anonymous visit to an organization, then joins that organization to a firmographic record so a dashboard can report that a named company viewed particular pages. It is account-level identification. Nothing in the mechanism identifies a person. That distinction matters more than anything else here, because two different products are sold under overlapping names. Account-level identification infers an organization from network data.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-website-visitor-tracking/", "pageTitle": "B2B Website Visitor Tracking | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_measure", "targetId": "e_grp_measure", "targetName": "Measurement & Optimization" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_reports", "@type": "Concept", "name": "Marketing Reports & Dashboards", "alternateName": "marketing reports", "description": "Building marketing reports an executive audience can act on, and retiring the metrics that only ever flattered the team.", "hasChunks": [ { "chunkId": "c_reports", "text": "Marketing reports exist to move a decision from opinion to evidence. That purpose sets the format, the frequency and the contents, and it is why a single marketing dashboard rarely works: different decisions need different numbers at different intervals. Separate two kinds of metric first, because most packs mix them without labeling. An activity metric describes what the team did: emails sent, posts published, campaigns launched, impressions bought.", "sourceUrl": "https://www.corporatewebsitemarketing.com/reports/", "pageTitle": "Marketing Reports & Dashboards | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_measure", "targetId": "e_grp_measure", "targetName": "Measurement & Optimization" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_b2b_website_performance", "@type": "Concept", "name": "Website Speed & Core Web Vitals", "alternateName": "website performance", "description": "What page speed actually costs a B2B site, which metrics matter, and why the lab score and the field data disagree.", "hasChunks": [ { "chunkId": "c_b2b-website-performance", "text": "Core Web Vitals are Google's documented set of three user-experience measurements, each with a published threshold for a good experience: Metric Measures Good threshold, as documented Largest Contentful Paint (LCP) Loading performance Within 2.5 seconds of when the page first starts loading Interaction to Next Paint (INP) Responsiveness to input 200 milliseconds or less Cumulative Layout Shift (CLS) Visual stability 0.1 or less Two details get dropped routinely.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-website-performance/", "pageTitle": "Website Speed & Core Web Vitals | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_measure", "targetId": "e_grp_measure", "targetName": "Measurement & Optimization" }, { "predicate": "PART_OF", "target": "e_grp_website", "targetId": "e_grp_website", "targetName": "Website & Conversion" } ] }, { "entityId": "e_domain_name_ownership", "@type": "Concept", "name": "Who Really Owns Your Domain Name", "description": "The registrant of record is the owner. It is routinely someone other than the company — and that is discovered at the worst possible moment.", "hasChunks": [ { "chunkId": "c_domain-name-ownership", "text": "A domain name registration is a contractual right to use a name for a term, held against a registrar under a registration agreement that incorporates ICANN policy. The party named in that registration as the registrant — the Registered Name Holder — is the party with control. Registries and registrars act on instructions authenticated against the registrant account. They do not act on evidence of who funded the purchase. Three things that feel like ownership are not: Paying the invoice. The billing contact on a registration confers no control at all.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/domain-name-ownership/", "pageTitle": "Who Really Owns Your Domain Name | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ], "sameAs": "https://en.wikipedia.org/wiki/Domain_name_registrar" }, { "entityId": "e_image_copyright_and_stock_photos", "@type": "Concept", "name": "Image Copyright & Stock Photo Claims", "description": "Where website images actually come from, what a license does and does not permit, and why a demand letter arrives years after the page went live.", "hasChunks": [ { "chunkId": "c_image-copyright-and-stock-photos", "text": "Every image on a company website is either licensed, created in-house under a documented arrangement, or an open exposure. Copyright attaches automatically on fixation — 17 U.S.C. 102(a) requires no notice or registration for the right to exist — and the right a web page engages is public display under 17 U.S.C. 106. A stock purchase is a license, not a sale of the copyright.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/image-copyright-and-stock-photos/", "pageTitle": "Image Copyright and Stock Photos | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ], "sameAs": "https://en.wikipedia.org/wiki/Copyright_law_of_the_United_States" }, { "entityId": "e_website_development_contracts", "@type": "Concept", "name": "Website Development Contracts", "description": "Who owns the site, the code, and the design when the project ends — and the assignment clause that decides it.", "hasChunks": [ { "chunkId": "c_website-development-contracts", "text": "Copyright in a work vests initially in its author. That is what 17 U.S.C. 201(a) says, and nothing in the Copyright Act makes payment a transfer. A company that engaged a firm, approved every design and paid every invoice may still not own the code and design files it paid for. The point tends to surface at inconvenient moments: diligence on a sale, a migration to a new agency, or a former developer taking a position on what the client may do with the site. The routes here are ordinary.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/website-development-contracts/", "pageTitle": "Who Owns the Website You Paid For | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ], "sameAs": "https://en.wikipedia.org/wiki/Work_for_hire" }, { "entityId": "e_marketing_and_seo_agency_contracts", "@type": "Concept", "name": "Marketing & SEO Agency Contracts", "description": "Deliverables, guarantees, account ownership, and what a company keeps when the engagement ends.", "hasChunks": [ { "chunkId": "c_marketing-and-seo-agency-contracts", "text": "A marketing or SEO agency contract allocates three things: services, control of accounts, and control of data. Companies negotiate the first and skim the other two, and the disputes are almost entirely about the other two. Services are comparatively easy to specify and easy to replace. A campaign that underperforms is a commercial disappointment.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/marketing-and-seo-agency-contracts/", "pageTitle": "Marketing and SEO Agency Contracts | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ] }, { "entityId": "e_trademarks_and_keyword_advertising", "@type": "Concept", "name": "Trademarks & Keyword Advertising", "description": "Bidding on a competitor's brand, using a mark in ad copy, and where the law on this is genuinely unsettled.", "hasChunks": [ { "chunkId": "c_trademarks-and-keyword-advertising", "text": "These disputes turn on a distinction most commentary collapses. Buying a competitor's brand name as a keyword and putting that brand name into your advertisement are different acts, treated differently by the platforms and analyzed differently in law. The keyword purchase uses the mark as a targeting instruction inside the advertising system, and it is never displayed.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/trademarks-and-keyword-advertising/", "pageTitle": "Trademarks and Keyword Advertising | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ], "sameAs": "https://en.wikipedia.org/wiki/Lanham_Act" }, { "entityId": "e_domain_name_disputes", "@type": "Concept", "name": "Domain Name Disputes: UDRP & ACPA", "description": "Two routes against a domain that trades on your name, what each requires, and what each can actually deliver.", "hasChunks": [ { "chunkId": "c_domain-name-disputes", "text": "A company facing a domain name that trades on its brand has two established routes. The Uniform Domain Name Dispute Resolution Policy is a contractual administrative proceeding, run by dispute-resolution providers under a policy every gTLD registrant agreed to at the point of registration. The Anticybersquatting Consumer Protection Act, at 15 U.S.C. 1125(d), is a federal cause of action decided by a court. They are genuinely different instruments. Different elements have to be proved, they reach different conduct, and they award different things.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/domain-name-disputes/", "pageTitle": "Domain Name Disputes: UDRP and ACPA | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ], "sameAs": "https://en.wikipedia.org/wiki/Uniform_Domain-Name_Dispute-Resolution_Policy" }, { "entityId": "e_content_scraping_and_dmca", "@type": "Concept", "name": "Content Scraping & DMCA Takedowns", "description": "What to do when your pages are copied, and what to do when a takedown notice arrives about yours.", "hasChunks": [ { "chunkId": "c_content-scraping-and-dmca", "text": "Website copying arrives in four recognizable shapes, and they call for different responses. The first is wholesale duplication: a site mirrored page for page on an offshore host, sometimes with the company name and logo intact. The second is scraped structured data — part numbers, specifications, prices — republished on an aggregator or marketplace. The third is a competitor lifting service-page copy, occasionally verbatim, more often reworded around the same structure.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/content-scraping-and-dmca/", "pageTitle": "Content Scraping and DMCA Takedowns | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ], "sameAs": "https://en.wikipedia.org/wiki/Digital_Millennium_Copyright_Act" }, { "entityId": "e_website_accessibility_lawsuits", "@type": "Concept", "name": "Website Accessibility Claims", "description": "Why B2B websites receive ADA demand letters, what standard actually applies to a private business, and what overlay widgets do not fix.", "hasChunks": [ { "chunkId": "c_website-accessibility-lawsuits", "text": "Title III of the Americans with Disabilities Act prohibits discrimination on the basis of disability in the \"full and equal enjoyment\" of the goods, services, facilities, privileges, advantages, or accommodations of any place of public accommodation (42 U.S.C. 12182(a)). The definitional provision, 42 U.S.C. 12181(7), lists twelve categories of private entity treated as public accommodations, every one framed in terms of a place. The statute does not mention websites; it was enacted in 1990.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/website-accessibility-lawsuits/", "pageTitle": "Website Accessibility Lawsuits and B2B", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ], "sameAs": "https://en.wikipedia.org/wiki/Web_Content_Accessibility_Guidelines" }, { "entityId": "e_website_tracking_and_privacy_claims", "@type": "Concept", "name": "Tracking, Pixels & Privacy Claims", "description": "Session replay, advertising pixels, and chat widgets, and the wiretap-style theories being brought against the companies that deploy them.", "hasChunks": [ { "chunkId": "c_website-tracking-and-privacy-claims", "text": "The legal argument is built entirely on technical facts. A typical corporate marketing site loads third-party JavaScript from more sources than anyone inside the company can name. Advertising pixels — Meta, Google Ads and GA4, the LinkedIn Insight Tag, Microsoft UET — fire on page load and on conversion events. Session-replay scripts record mouse movement, scrolling, keystrokes and form-field entry, reconstructing the visit as something close to a video. A chat widget passes the conversation to a vendor, which may pass it on again to a model provider.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/website-tracking-and-privacy-claims/", "pageTitle": "Website Tracking and Privacy Claims | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ], "sameAs": "https://en.wikipedia.org/wiki/Web_beacon" }, { "entityId": "e_advertising_claims_and_disclosures", "@type": "Concept", "name": "Advertising Claims & Disclosures", "description": "Substantiation, testimonials, superiority claims, and the competitor lawsuit that is usually the real risk in B2B.", "hasChunks": [ { "chunkId": "c_advertising-claims-and-disclosures", "text": "Section 5 of the FTC Act, 15 U.S.C. 45, prohibits unfair or deceptive acts or practices in or affecting commerce. The analysis asks whether a representation, omission or practice is likely to mislead a consumer acting reasonably, and whether it is material to a purchase decision. It reaches express and implied claims and is assessed on the net impression of the whole page, so a footer disclaimer does not cure a false headline. \"Consumer\" is not limited to individuals buying for personal use, and the marketing site is not outside the sales process.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/advertising-claims-and-disclosures/", "pageTitle": "Advertising Claims and Disclosures | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ] }, { "entityId": "e_website_terms_of_use", "@type": "Concept", "name": "Are Your Terms of Use Enforceable?", "description": "Clickwrap, browsewrap, and why the terms most companies publish would not bind anyone.", "hasChunks": [ { "chunkId": "c_website-terms-of-use", "text": "Online terms are contracts, judged under ordinary state contract law rather than any special internet doctrine. Two elements are examined: reasonably conspicuous notice that the terms exist, and an unambiguous manifestation of assent to them. Both have to be present. Notice without assent fails; assent without notice fails. Most corporate marketing sites publish terms of use as a footer link and nothing more. Nobody was shown them, nobody agreed to them, and no record exists of either.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/website-terms-of-use/", "pageTitle": "Are Your Terms of Use Enforceable? | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ] }, { "entityId": "e_website_data_as_evidence", "@type": "Concept", "name": "Website Data as Evidence", "description": "Analytics, server logs, and archived pages in a dispute — how they are authenticated, and how default retention destroys them first.", "hasChunks": [ { "chunkId": "c_website-data-as-evidence", "text": "A corporate website produces a continuous record of what it did and what visitors did on it, spread across systems owned by different teams and companies. The set that turns up in disputes is consistent: analytics data at event and user level; server, CDN and firewall access logs; advertising account data, including change history, ad copy versions and disapproval notices; Search Console performance data; CMS revision history and permission changes; tag manager container versions; consent platform configuration and records; form submissions and chat", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/website-data-as-evidence/", "pageTitle": "Website Data as Evidence | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ], "sameAs": "https://en.wikipedia.org/wiki/Federal_Rules_of_Evidence" }, { "entityId": "e_website_and_domain_issues_in_ma", "@type": "Concept", "name": "Websites & Domains in M&A", "description": "What diligence should ask about a target's website, domain portfolio, and the licenses buried inside both.", "hasChunks": [ { "chunkId": "c_website-and-domain-issues-in-ma", "text": "A target's website is not one asset. It is a domain portfolio held under registrar agreements, a set of third-party platform accounts governed by platform terms, a code base assembled largely from components the target does not own, licensed images and fonts, and contracts with agencies and developers that may or may not have transferred anything. Each of those sits with a different counterparty and moves on different terms.", "sourceUrl": "https://www.corporatewebsitemarketing.com/website-legal-issues/website-and-domain-issues-in-ma/", "pageTitle": "Websites and Domains in M&A | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ], "relations": [ { "predicate": "PART_OF", "target": "e_grp_legal", "targetId": "e_grp_legal", "targetName": "Website Legal Issues" } ] }, { "entityId": "e_business_to_business", "@type": "Concept", "name": "Business-to-business", "description": "Commerce in which one business sells to another business rather than to a consumer — the market structure that gives B2B website marketing its buying committees, long cycles, and small addressable audiences.", "sameAs": "https://en.wikipedia.org/wiki/Business-to-business", "hasChunks": [ { "chunkId": "c_e_business_to_business", "text": "Commerce in which one business sells to another business rather than 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"Concept", "name": "Microsoft Advertising", "description": "The advertising platform serving Bing and partner search results, consistently under-used in B2B despite an audience skewed toward desktop and workplace searching.", "sameAs": "https://en.wikipedia.org/wiki/Microsoft_Advertising", "hasChunks": [ { "chunkId": "c_e_microsoft_advertising", "text": "The advertising platform serving Bing and partner search results, consistently under-used in B2B despite an audience skewed toward desktop and workplace searching.", "sourceUrl": "https://www.corporatewebsitemarketing.com/sponsored-listings/", "pageTitle": "Paid Search & Sponsored Listings | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ] }, { "entityId": "e_google_analytics", "@type": "Concept", "name": "Google Analytics", "description": "The web analytics platform most B2B websites are measured with, now in its event-based fourth generation after Universal Analytics stopped 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"definition" } ] }, { "entityId": "e_schema_org", "@type": "Concept", "name": "Schema.org", "description": "The shared vocabulary for structured data on the web, used to describe a page's entities to search engines and other machine consumers.", "sameAs": "https://en.wikipedia.org/wiki/Schema.org", "hasChunks": [ { "chunkId": "c_e_schema_org", "text": "The shared vocabulary for structured data on the web, used to describe a page's entities to search engines and other machine consumers.", "sourceUrl": "https://www.corporatewebsitemarketing.com/search-engine-listings/", "pageTitle": "Search Engine Listings | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ] }, { "entityId": "e_robots_txt", "@type": "Concept", "name": "Robots.txt", "description": "The file at a site's root that tells compliant crawlers which paths they may request — a crawling control, not an indexing or access control.", "sameAs": "https://en.wikipedia.org/wiki/Robots.txt", "hasChunks": [ { "chunkId": "c_e_robots_txt", "text": "The file at a site's root that tells compliant crawlers which paths they may request — a crawling control, not an indexing or access control.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-website-architecture/", "pageTitle": "B2B Website Architecture | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ] }, { "entityId": "e_sitemaps", "@type": "Concept", "name": "Sitemaps", "description": "The XML protocol for listing a site's URLs for search engines, which Google treats as a weak canonicalization signal and a discovery aid rather than an instruction.", "sameAs": "https://en.wikipedia.org/wiki/Sitemaps", "hasChunks": [ { "chunkId": "c_e_sitemaps", "text": "The XML protocol for listing a site's URLs for search engines, which Google treats as a weak canonicalization signal and a discovery aid rather than an 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}, { "entityId": "e_web_crawler", "@type": "Concept", "name": "Web crawler", "description": "The automated program that discovers and requests pages so they can be rendered and indexed — the process every piece of organic visibility depends on.", "sameAs": "https://en.wikipedia.org/wiki/Web_crawler", "hasChunks": [ { "chunkId": "c_e_web_crawler", "text": "The automated program that discovers and requests pages so they can be rendered and indexed — the process every piece of organic visibility depends on.", "sourceUrl": "https://www.corporatewebsitemarketing.com/search-engine-listings/", "pageTitle": "Search Engine Listings | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ] }, { "entityId": "e_reverse_dns", "@type": "Concept", "name": "Reverse DNS lookup", "description": "Resolving an IP address back to a hostname — one input to reverse-IP company identification, which identifies an organization assigned an address range rather than a person.", "sameAs": "https://en.wikipedia.org/wiki/Reverse_DNS_lookup", "hasChunks": [ { "chunkId": "c_e_reverse_dns", "text": "Resolving an IP address back to a hostname — one input to reverse-IP company identification, which identifies an organization assigned an address range rather than a person.", "sourceUrl": "https://www.corporatewebsitemarketing.com/b2b-website-visitor-tracking/", "pageTitle": "B2B Website Visitor Tracking | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ] }, { "entityId": "e_ab_testing", "@type": "Concept", "name": "A/B testing", "description": "A randomized controlled experiment comparing two variants, and the method behind conversion rate optimization — including the sample-size requirements most B2B sites cannot meet.", "sameAs": "https://en.wikipedia.org/wiki/A/B_testing", "hasChunks": [ { "chunkId": "c_e_ab_testing", "text": "A randomized controlled experiment comparing two variants, and the method behind conversion rate optimization — including the sample-size requirements most B2B sites cannot meet.", "sourceUrl": "https://www.corporatewebsitemarketing.com/conversion-rate-optimization/", "pageTitle": "Conversion Rate Optimization | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ] }, { "entityId": "e_crm", "@type": "Concept", "name": "Customer relationship management", "description": "The system of record for accounts, contacts, and opportunities, whose integration with the marketing platform determines whether B2B marketing can be measured against revenue at all.", "sameAs": "https://en.wikipedia.org/wiki/Customer_relationship_management", "hasChunks": [ { "chunkId": "c_e_crm", "text": "The system of record for accounts, contacts, and opportunities, whose integration with the marketing platform determines whether B2B marketing can be measured against revenue at all.", "sourceUrl": 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"definition" } ] }, { "entityId": "e_web_banner", "@type": "Concept", "name": "Web banner", "description": "The original web advertising format, and the reference point for the interruption-versus-intent trade-off that has governed digital budgets ever since.", "sameAs": "https://en.wikipedia.org/wiki/Web_banner", "hasChunks": [ { "chunkId": "c_e_web_banner", "text": "The original web advertising format, and the reference point for the interruption-versus-intent trade-off that has governed digital budgets ever since.", "sourceUrl": "https://www.corporatewebsitemarketing.com/traditional-banner-advertising-versus-search-engine-marketing/", "pageTitle": "Banner Advertising vs. Search Marketing | Corporate Website Marketing", "publisher": "CorporateWebsiteMarketing.com", "contentType": "definition" } ] }, { "entityId": "e_marketing_mix", "@type": "Concept", "name": "Marketing mix", "description": "The set of controllable variables a marketer allocates across — the framework a B2B marketing 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