Noun

[kuh·stuh·mr ruh·lay·shuhn·shuhp man-ij-ment]

Customer relationship management, or CRM, is a software used to build and manage communication between a company and its customers or prospective customers. It's primarily used by sales, customer success and marketing teams to improve and streamline processes including lead tracking, customer segmentation information and task management.

CRMs are used to increase sales and improve retention by shortening the sales cycle, and monitoring and following up regularly with active customers. A good CRM tool will help attract, delight and engage in order to scale your B2B SaaS business.

Example: B2B SaaS companies use CRM (customer relationship management) software in their business as a centralized place to manage  connections with customers and prospects.

Noun

[kon-tent kree-ayte-er]

A content creator is someone who makes material to be shared through any medium or digital channel. This content is often entertaining or educational, and the content is often published on social media channels, personal blogs, or websites. The content creator is responsible for the execution of the content, and may be solely or partly responsible for the ideation of the content.

Content creators are an important tool in affiliate marketing, most recognizably in B2C affiliate marketing (although they also play an important role in B2B efforts, too). Brands will pay content creators to make content about their products for their audience, often providing them with an affiliate link to drive business through.

Example: Joseph runs a YouTube channel where he reviews different cloud softwares. He often cuts down clips from his YouTube to post on TikTok, too. This makes Joseph a content creator.