INFUSE communications may occasionally adopt unconventional spelling for certain terms, mostly regarding hyphenation, spacing, and capitalization. Such preferences can be seen in the table below:
Specific spellings
DON’T
DO
NOTES
account-based… (ABM, ABX)
account based…
Not hyphenated
cell phone
cellphone
No space
decision-maker
decision maker
Not hyphenated
demand-generation
demand generation
Never hyphenated
e-book
eBook
Not hyphenated, capital B
e-learning
eLearning
Not hyphenated, capital L
Not hyphenated
ereader
e-reader
Hyphenated
martech
MarTech
Capital M and T
multi-channel
multichannel
Not hyphenated
omni-channel
omnichannel
Not hyphenated
smart phone
smartphone
No space
touch points, touch-points
touchpoints
No spaces or hyphens
web page
webpage
No space
web site
website
No space
white paper
whitepaper
No space
Please note: These recommendations also apply to derivative terms. For example, the no-hyphen rule for “decision maker” is the same for “decision making.”
In order to focus our messaging on demand generation and the particularities of our offerings, we also avoid employing certain terms, such as “leads.” The following table discusses these choices, offering brief explanations where applicable:
Preferred terms
DON’T
DO
NOTES
achieve, guarantee,
secure…
deliver, provide…
Due to the volatile nature of marketing, avoid language implying guaranteed results
built
crafted
When referring to INFUSE campaigns or assets, this conveys a greater level of care
consumer, customer
client
Avoid B2C connotations
content syndication
content activation
Syndication has been poorly perceived in the B2B space
decision makers
buying groups, buying
committees
The B2B industry has constantly emphasized the role of groups over that of individual decision makers
demand gen
demand generation
Utilize the full term, avoiding abbreviations
lead
prospect, contact…
Move away from lead generation vocabulary, prioritizing demand
programmatic display
targeted display
Highlight our program name
sales goals
outcomes…
When discussing the results we offer, move away from sales-centric language
top-tier
custom-tailored,
personalized…
May connotate high prices
vendor
partner
When referring to INFUSE, avoid the “lead vendor” image and present the company as a high-value demand generation partner
webinar
webcast
Standardized form already in use
Another relevant word choice aspect to consider is the necessity of avoiding AI language hallmarks.
As organizations strive to identify the best use cases for AI, the B2B space became flooded with low-quality AI-generated content, negatively affecting the buying experience. Modern buyers prefer to research solutions independently, relying on valuable content to reach decisions. In this context, most buyers report being overwhelmed by the sheer amount of available content, which, in addition, is often generic and irrelevant (Demand Gen Report, 2024). This has led transparently AI-generated language to become stigmatized, and, as such, it must be avoided.
AI-generated language hallmarks
DON’T
DO
beacon
guidepost, signal…
delve into
examine, explore…
environment, landscape
context, industry, scenario…
game-changing
disruptive, influential, innovative…
multifaceted
complex, varied…
tapestry
collage, mosaic…
testament
evidence, example, proof…