Marketing and sales
Below the line
Targeted marketing aimed at specific people (email, direct mail, events, promotions, sponsorships) to get them to act. Often shortened to BTL.
You'll hear it as
We moved budget into below-the-line, where we can measure what it brings in.
Why it matters to you.
It's measurable, so it's where tracking, data and your systems come in. Accountants also say "below the line" for costs that sit beneath operating profit on the P&L, so check which one is meant.
Also called BTL.
Related terms.
Videos.
No video mentions Below the line by name yet. These are on the same topic, Business & startups.