Noun
[in-kruh-men-talitee]
In marketing, incrementality is a metric of how marketing and advertising increase desired conversion rates, such as revenue, website traffic, and profitability. It refers to growth, traffic, and revenue that can be attributed to marketing efforts.
Incrementality can point to how much a certain campaign, channel, or project affected metrics like revenue and traffic. The point of incrementality is to prove the impact of a marketing variable by isolating it. Incrementality can be measured in a few ways, including holdout tests and multivariate tests.
Example: To test the incrementality of a new newsletter design, Cole ran a holdout test with two subject groups. He found the new design increased click through rates by 6%.
Noun
[in-bound re-croot-mint]
Inbound recruitment, formerly referred to as passive recruitment, is the process of attracting new potential partners to your program that arrive as inbound traffic. This means they find your business and program on their own, rather than through you going out and pitching your program to them.
An essential part of inbound recruitment is an excellent landing page for your program, which is where potential new partners will learn about its benefits and see how they can apply. Partners found through inbound recruitment may not be a perfect fit for your program, but they come with an established level of interest. It's important to vet them through an application process to only establish partnerships with the right counterparts.
Example: Luna spent a lot of time refining her partner program landing page so that inbound partners could have a smooth, informative beginning to the recruitment process.
Noun
[in-de-rekt sayls]
A marketing method products and services are not directly sold to customers, but rather through partnered organizations, like a reseller, agency, or affiliate marketing partner.
Indirect sales are often used in conjunction with direct sales channels. Utilizing indirect sales can increase scale rapidly for B2B SaaS companies since they tap into the reseller or partner's existing network while also decreasing overhead costs.
Example: Indirect sales mean that there is no direct contact between the software company and the buyer.