Below The Line

This denotes the areas of marketing expenditure that does not include advertising across mass media. Direct marketing, email, marketing, websites, print, events etc are all Below The Line activities.

Below The Line marketing is generally easier to measure because it is more ‘self-contained’ than advertising. That doesn’t mean that Advertising can’t be measured effectively, but the systems to do so can be more complex to set up, especially for smaller businesses.

Advertising activities are also known as Above The Line. Sometimes a marketing agency will describe themselves as Above, Below, or Through The Line to indicate what types of services they offer.

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You can explore the whole of A2Z of B2B Marketing Glossary by selecting the links on the right. OR – you can find specific phrases using the SEARCH box.

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The A2Z of B2B Marketing

The A2Z of B2B Marketing is a marketing glossary. The glossary is written for anyone connected with a B2B sales and marketing environment.

Throughout the glossary are definitions of marketing phrases, along with mini case studies, top tips, infographics and more.
The purpose of this guide is not to make you the world’s greatest marketer. But an attempt to remove the ‘mystique’ and ‘marketing mumbo jumbo’. Therefore you can have a more direct and effective conversation with sales and marketing colleagues.

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