Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
A/B testing
A/B testing is a controlled experimentation method used to compare two versions of a marketing asset to determine which performs better.
Account
In B2B, an account represents a company or organisation that fits your target market and has potential buying influence.
Account scoring
Account scoring assigns value to target accounts based on attributes and behaviours that indicate potential to convert.
Account-based experience (ABX)
ABX revolutionises B2B engagement by integrating personalised marketing, sales, and customer success, ensuring a seamless and value-driven buyer...
Account-based marketing (ABM)
Account-based marketing (ABM) is a strategic approach that focuses resources on a defined set of target accounts to deliver personalised campaigns.
Account-based selling
Account-based selling (ABS) complements ABM by applying the same account-centric principles within sales outreach.
Acquisition
Acquisition refers to the process of gaining new customers through marketing and sales efforts. It spans the entire journey, from initial awareness...
AIDA model
The AIDA model—Attention, Interest, Desire, Action—is a classic framework used to describe the stages a prospect goes through before making a purcase.
Application Programming Interface (API)
An Application Programming Interface (API) allows different software systems to communicate and share data seamlessly.
Artifical Intelligence (AI)
Artificial intelligence (AI) refers to technologies that simulate human cognition to analyse data, predict outcomes, and automate decisions.
Attribution model
An attribution model defines how credit for conversions or revenue is assigned across marketing touchpoints.
Average contract value (ACV)
Average contract value (ACV) represents the average annualised revenue generated per customer contract.
B2B influencer collaboration
B2B influencer collaboration involves partnering with industry experts, analysts, or thought leaders to expand reach and credibility.
Backlinks
Backlinks are hyperlinks from one website to another, acting as a signal of credibility and authority in search engine algorithms.
BANT framework
The BANT (Budget, Authority, Need, and Timeline) framework is a lead qualification model used to assess the likelihood of a prospect becoming a...
Battlecards
Battlecards are competitive intelligence documents used by sales and marketing teams to prepare for prospect conversations.
Blog
A blog is a digital publishing format that enables brands to share insights, news, and educational content on owned channels.
Bottom of the funnel (BOFU)
The bottom of the funnel represents the final stage of the buyer journey, where prospects transition from consideration to decision.
Bottom-up forecasting
Bottom-up forecasting builds revenue or demand projections from the ground up. It’s a highly data-driven approach used by marketing and RevOps teams.
Bottom-up marketing
Bottom-up marketing is a strategic planning approach that prioritises insights from customer-facing teams, data, and real-world campaign results.
Bottom-up sales
Bottom-up sales refers to a go-to-market motion where adoption begins with individual users or teams before expanding to wider organisational...
Bounce rate
Bounce rate measures the percentage of website visitors who leave after viewing only one page. It’s a key indicator of landing page relevance.
Brand awareness
Brand awareness reflects how well a target audience recognises and understands a brand, including its value, purpose, and position in the market.
Brand equity
Brand equity represents the perceived value, reputation, and trust a brand holds in the market.
Brand guidelines
Brand guidelines are the official documentation of a company’s visual and verbal identity, ensuring consistency and professionalism in all...
Brand positioning
Brand positioning defines how a company is perceived in relation to its competitors and what unique value it offers to its target audience.
Brand recall
Brand recall measures how easily an audience can remember a brand without being prompted. It reflects how strongly it's associated with its solution...
Brand safety
Brand safety refers to the set of practices that ensure advertising and content placements do not appear alongside inappropriate or misaligned...
Business development representative (BDR)
A Business Development Representative (BDR) is responsible for generating and qualifying leads at the top of the sales funnel.
Buyer behaviour
Buyer behaviour refers to the patterns, motivations, preferences, and decision-making processes that shape how B2B buyers research and select...
Buyer journey
The buyer journey describes the process a prospect follows from recognising a problem to selecting a vendor.
Buyer journey mapping
Buyer journey mapping visualises the stages and interactions a prospect experiences from awareness to decision.
Buyer persona
A buyer persona is a semi-fictional representation of an ideal customer based on data, research, and real interactions.
Buying committee
A buying committee is the group of stakeholders involved in a B2B purchase decision. It can include executives, technical evaluators and end users.
Buying intent
Buying intent measures a prospect’s likelihood of making a purchase based on behavioural, contextual, and firmographic signals.
Buying signal
Buying signals are observable behaviours that indicate a prospect’s readiness to purchase, such as downloading gated content or visiting product...
Buying stage
A buying stage represents a specific phase in the B2B purchasing journey, describing where a prospect is in their decision-making process.
California Consumer Privacy Act (CCPA)
The California Consumer Privacy Act (CCPA) is a data-privacy law that grants California residents rights over how their personal information is...
Call to action (CTA)
A call to action (CTA) is the prompt that guides a user toward the next step in their buyer journey. They're essential conversion triggers.
Campaign
A campaign is a coordinated series of marketing activities designed to achieve a specific goal, such as generating leads or driving brand awareness.
Campaign identity
Campaign identity is the creative and strategic foundation of a marketing campaign, shaping its visual style, tone, and narrative.
Case study
A case study showcases how a product or service solved a real-world business challenge, providing proof of value for prospective buyers.
Category intent
Category intent refers to the aggregated behavioural signals that indicate active interest within a specific market category.
Challenger sales model
The challenger sales model segments sales reps into five types and highlights that top performers “teach, tailor, and take control.”
Chatbot
A chatbot is an AI-powered or rule-based tool that interacts with website visitors in real time to answer questions.
Churn rate
Churn rate measures the percentage of customers or revenue lost within a specific timeframe. It’s a key indicator of customer satisfaction.
Click-through rate (CTR)
Click-through rate (CTR) measures the percentage of people who click on a link, ad, or CTA compared to the number who viewed it.
Click-to-open rate (CTOR)
CTOR measures engagement quality within email marketing by dividing unique clicks by unique opens. It indicates how compelling email content is.
Closed-lost
Closed-lost denotes an opportunity that has been disqualified or not won after the sales process which can help to to improve future performance.
Closed-won
Closed-won represents opportunities that have successfully converted into paying customers.
Cohort analysis
Cohort analysis examines how groups of customers behave over time. It’s used to measure retention, engagement, or conversion trends across segments.
Cold outreach
Cold outreach involves contacting potential buyers who have not previously engaged with your brand. In B2B contexts, it’s typically executed via...
Community-led growth
Community-led growth is a GTM approach that builds engagement and advocacy through active participation in brand-owned or peer-to-peer communities.
Contact
A contact is an individual within an account who participates in the buying process, often segmented by role, department, or seniority.
Contact-level intent
Contact-level intent refers to behavioural signals tied to a specific person rather than the broader account.
Content
Content refers to any asset that communicates a brand’s message and drives engagement across the buyer journey.
Content atomisation
Content atomisation is the practice of breaking down a large, comprehensive piece of content into multiple smaller assets optimised for different...
Content distribution
Content distribution is the process of delivering assets to target audiences through owned, earned, and paid channels.
Content syndication
Content syndication distributes gated assets across third-party platforms to capture qualified leads from new audiences.
Conversion
Conversion refers to any measurable action that moves a prospect further through the buyer journey. This could be downloading content or scheduling a...
Conversion map
A conversion map visually represents the user journey across a website or campaign, showing how visitors move from initial engagement to final...
Conversion rate
Conversion rate measures the percentage of users who complete a desired action. It’s a primary KPI across all marketing channels.
Conversion rate optimisation (CRO)
Conversion rate optimisation (CRO) is the process of improving performance by increasing the proportion of visitors who take a desired action.
Conversion tracking
Conversion tracking is the process of monitoring and analysing when users complete a desired action, such as filling out a form or downloading...
Cost per acquisition (CPA)
Cost per acquisition (CPA) measures how much it costs to acquire a new customer, factoring in all marketing and sales expenses.
Cost per click (CPC)
Cost per click (CPC) represents the price paid each time a user clicks on a digital ad. It’s central to paid media efficiency and budget control.
Cost per lead (CPL)
Cost per lead measures how much it costs to generate a qualified lead. It’s calculated by dividing total campaign spend by the number of leads...
Cost per mille (CPM)
Cost per mille is the cost of serving 1,000 ad impressions. It’s a metric in digital advertising that measures how efficiently a campaign reaches its...
Cross-sell
Cross-selling encourages existing customers to adopt complementary products or services that extend the value they receive.
Customer acquisition cost (CAC)
Customer acquisition cost (CAC) calculates the total expense required to acquire a new customer, including media spend, technology, and labour.
Customer advocacy
Customer advocacy occurs when satisfied customers actively support, promote, or recommend a brand. It goes beyond loyalty to influence others.
Customer data platform (CDP)
A customer data platform (CDP) unifies data from multiple systems, such as CRMs, web analytics, email, and product usage, into a single profile.
Customer effort score (CES)
Customer effort score (CES) measures how easy it is for customers to complete an action, such as resolving an issue, onboarding, or accessing...
Customer experience
Customer experience refers to the overall perception a prospect or client forms of a business, from initial awareness to long-term partnership.
Customer lifetime value (CLV)
Customer lifetime value (CLV) estimates the total revenue a business expects to earn from a customer over the duration of their relationship.
Customer loyalty
Customer loyalty describes the strength of a client’s relationship with a brand. It shows how well a business consistently meets expectations and...
Customer relationship management (CRM)
A CRM is a centralised platform that tracks customer interactions, sales activities, and marketing engagement. It serves as the single source of...
Customer satisfaction (CSAT)
Customer satisfaction (CSAT) measures customer happiness with a specific interaction, product, or service, typically via post-interaction surveys.
Customer success
Customer success ensures that clients achieve their desired outcomes using a product or service. It’s focuses on adoption, satisfaction, and...
Dashboard
A dashboard is a visual interface that consolidates key metrics and data from multiple sources into a single, digestible view.
Data enrichment
Data enrichment is the process of enhancing existing contact or account records with additional information, such as job title, company size,...
Data governance
Data governance refers to the frameworks, policies, and controls that ensure data is accurate and compliant across an organisation.
Data onboarding
Data onboarding is the process of transferring offline customer data (from CRMs or spreadsheets) into online environments for targeting and...
Data processing agreement (DPA)
A Data Processing Agreement (DPA) is a legally binding contract between a data controller and a processor.
Data validation
Data validation checks the accuracy and integrity of data. It checks that email addresses are valid, company domains exist and fields are formatted...
Demand capture
Demand capture focuses on converting existing in-market demand into measurable pipeline through tactics like paid search and content syndication.
Demand conversion
Demand conversion measures how effectively generated demand turns into qualified pipeline. It’s a bridge between marketing activity and sales...
Demand generation
Demand generation is the strategic process of creating awareness and interest in a company’s products or services to drive pipeline growth.
Demand-side platform (DSP)
A demand-side platform (DSP) is a technology that allows advertisers to purchase digital ad inventory programmatically across multiple exchanges.
Demographic data
Demographic data includes measurable characteristics of a population, such as age, gender, location, education level, or income.
Discovery call
A discovery call is the initial conversation between a sales representative and a prospect, designed to assess fit and explore pain points.
DoFollow links
A DoFollow link is a hyperlink that signals to search engines to transfer authority, helping the destination page improve its ranking potential.
Domain authority
Domain authority (DA) is a score (typically from 1–100) developed by SEO tools to predict how well a website will rank in search results. It’s based...
Double opt-in
Double opt-in is an email subscription process that requires users to confirm their consent twice: first by signing up, and then by clicking a...
Drip campaign
A drip campaign is a sequence of automated emails designed to nurture leads over time with relevant, timely content.
Dynamic content
Dynamic content refers to digital assets that automatically adapt based on a user’s profile, behaviour, or stage in the buying journey.
E-E-A-T
E-E-A-T is a framework introduced by Google to evaluate content quality and credibility.
Earned channel
Earned channels are external touchpoints where attention is gained organically, such as press coverage, social shares, referrals, reviews, and...
Ebook
An ebook is a long-form digital asset used to educate or inform target audiences on a specific topic.
Email deliverability
Email deliverability refers to the ability of an email to reach recipients’ inboxes rather than being filtered into spam or blocked by email service...
Email marketing
Email marketing is the practice of using email to communicate with prospects and customers in a structured, purposeful way.
Engagement rate
Engagement rate measures how audiences interact with marketing assets, through clicks, comments, shares, or time spent.
Evergreen content
Evergreen content refers to marketing assets that retain their relevance and value over time, continuing to attract traffic long after they're first...
Exit rate
Exit rate measures the percentage of visitors who leave a website from a specific page, regardless of how many other pages they viewed during their...
Featured snippet
A featured snippet is a highlighted result displayed at the top of a search engine results page (SERP) that directly answers a query.
Firmographic data
Firmographic data describes the characteristics of a company, such as industry, size and revenue. It helps with segmenting audiences and campaign...
First-party data
First-party data is information a company collects directly from its audience through website forms, CRM entries, events, or product interactions.
First-touch attribution
First-touch attribution gives full conversion credit to the first marketing interaction that brought a contact or account into the funnel.
Focus keyword
A focus keyword is the primary search term a piece of content is optimised for. It signals to search engines the main topic of a page.
Follow-up
Follow-up refers to the communication that occurs after an initial interaction, whether that’s a form submission, meeting, or campaign touchpoint.
Form friction
Form friction refers to the resistance users feel when completing an online form. It often occurs when forms are too long, ask for unnecessary...
Freemium model
A freemium model offers a basic version of a product for free, with advanced features available via paid tiers. It’s widely used in SaaS and PLG.
Frequency capping
Frequency capping limits how often a user sees the same ad within a defined time period. It prevents overexposure, fatigue, and wasted budget in paid...
Funnel velocity
Funnel velocity measures how efficiently leads progress through the marketing and sales funnel, from initial engagement to closed revenue.
Gated content
Gated content requires users to provide information (such as name or email) before accessing an asset, like an ebook, report, or webinar.
Gatekeeper
A gatekeeper is a person who controls access to decision-makers within an organisation, typically executive assistants or mid-level managers.
General Data Protection Regulation (GDPR)
The General Data Protection Regulation is the EU’s landmark privacy law that regulates how organisations collect, store, and process personal data.
Go-to-market (GTM) strategy
A go-to-market (GTM) strategy outlines how a company brings its products or services to market and connects with the audiences most likely to buy.
Gross revenue retention (GRR)
GRR measures the percentage of recurring revenue retained from existing customers, excluding upsells or expansions.
Hard bounce
A hard bounce occurs when an email fails to deliver permanently due to an invalid address, domain error, or blocked server.
Heatmaps
Heatmaps visually display where users click, scroll, or hover on a webpage. They help marketers understand engagement patterns in the conversion...
High intent keyword
High intent keywords signal a user’s readiness to take action, such as evaluating vendors, comparing pricing, or requesting a demo.
Historic customer lifetime value (CLV)
Historic customer lifetime value (CLV) measures the total revenue a customer has generated to date.
Hub-and-spoke model
The hub-and-spoke model structures content around a central “hub” asset, such as a research report, which is supported by related “spoke” pieces.
Ideal customer profile (ICP)
An ideal customer profile (ICP) defines the type of organisation most likely to benefit from and buy your product or service.
Impressions
Impressions represent the number of times an ad, email, or content asset is displayed to a user. They indicate visibility and reach across channels.
In-market
In-market describes accounts or buyers who are actively researching or preparing to purchase within a specific category.
Inbound
Inbound refers to a marketing approach that attracts buyers through valuable content, education, and experiences rather than direct outreach.
Incrementality testing
Incrementality testing measures the additional impact a marketing activity generates beyond what would have happened organically.
Indirect competition
Indirect competition refers to alternative solutions that meet the same underlying need but in a different way, helping B2B marketers expand their...
Infographic
An infographic is a visual format used to communicate information quickly and clearly by combining text and data-driven visuals.
Insertion order (IO)
An insertion order (IO) is a formal document authorising a media purchase between an advertiser and a publisher or network.
Intent activation
Intent activation transforms observed buyer intent into targeted marketing and sales actions.
Intent data
Intent data tracks behavioural signals that indicate when organisations are actively researching topics or solutions.
Intent keywords
Intent keywords are search or content consumption terms that reveal a buyer’s stage and level of interest in a particular solution area.
Intent score
Intent score quantifies the strength of an account’s or lead’s buying intent using behavioural data, such as content engagement frequency and...
Intent signal
An intent signal is a specific behavioural indicator, such as repeated content engagement or keyword searches, that suggests purchase intent.
Intent-based marketing
Intent-based marketing uses behavioural and contextual data to deliver timely, relevant content to buyers showing active interest.
Intent-qualified account (IQA)
An intent-qualified account (IQA) is a company demonstrating clear research or buying signals around relevant topics.
Intent-qualified lead (IQL)
An intent-qualified lead (IQL) is an individual showing measurable interest in a solution area through specific actions such as content downloads.
Internal linking
Internal linking connects related pages within a website, guiding both users and search engines through content hierarchies.
Key account
A key account is a high-value client or prospect that receives elevated attention due to its strategic or revenue potential.
Key performance indicator (KPI)
A key performance indicator (KPI) is a quantifiable metric used to measure progress toward business objectives.
Key purchasing criteria (KPC)
Key purchasing criteria (KPC) are the factors that matter most to buyers when evaluating potential vendors.
Landing page
A landing page is a standalone web page created to convert visitors into leads, focusing on a single offer to eliminate distractions on broader site...
Large language model (LLM)
A large language model (LLM) is an advanced form of AI trained on extensive text datasets to understand, interpret, and generate natural language.
Last-touch attribution
Last-touch attribution assigns full conversion credit to the final marketing interaction before a lead converts.
Lead capture form
A lead capture form is used to collect essential information from prospects in exchange for access to event registrations or other high-value assets.
Lead delivery
Lead delivery is the process of transferring validated leads from a marketing campaign or external provider into a client’s CRM or marketing...
Lead enrichment
Lead enrichment enhances captured lead data by adding additional context, like company, role, or technology use, via third-party sources or APIs.
Lead generation
Lead generation is the process of identifying, attracting, and converting potential customers who demonstrate interest in a company’s products or...
Lead handoff
Lead handoff is the process of transferring a qualified lead from marketing to sales once it meets predefined criteria.
Lead magnet
A lead magnet is a value-driven asset, such as a guide, webinar, or toolkit, that's offered in exchange for a prospect’s information.
Lead nurturing
Lead nurturing builds relationships with prospects through ongoing, relevant communication until they’re ready to buy.
Lead qualification
Lead qualification evaluates whether a lead fits the ideal customer profile (ICP) and demonstrates buying intent. It filters out unready or unfit...
Lead scoring
Lead scoring is the process of assigning numerical values to leads based on how closely they align with an ICP and how they behave across digital...
Lead-to-opportunity rate
The lead-to-opportunity rate measures the percentage of leads that progress to qualified sales opportunities. It’s a critical indicator of lead...
List hygiene
List hygiene is the process of maintaining clean, accurate, and compliant contact databases. It includes removing duplicates and unsubscribed...
Long-tail keywords
Long-tail keywords are highly specific search phrases that reflect detailed or niche user intent. These keywords often indicate stronger purchase...
Lookalike audience
A lookalike audience is a group of users who share similar characteristics or behaviours to an existing customer or high-performing segment.
Low intent keywords
Low intent keywords represent early-stage search terms that indicate interest but not immediate purchase intent.
Machine learning (ML)
Machine learning (ML) is a subset of AI that enables systems to identify patterns and make predictions without explicit programming.
Market penetration
Market penetration measures the extent to which a product or service has captured its target market. It’s a key growth indicator used to benchmark...
Market research
Market research is the process of gathering, analysing, and interpreting data about customers, competitors, and wider industry dynamics.
Market segmentation
Market segmentation divides a broad audience into smaller groups based on shared characteristics, such as industry, size, or behaviour.
Marketing automation platform (MAP)
A marketing automation platform (MAP) automates repetitive marketing tasks such as email sends and lead scoring.
Marketing funnel
The marketing funnel visualises how prospects progress from awareness to conversion. It’s typically divided into three stages: TOFU, MOFU and BOFU.
Marketing mix modelling (MMM)
Marketing mix modelling uses statistical analysis to quantify the impact of different marketing activities on business outcomes, often at a macro...
Marketing operations (MOps)
Marketing operations (MOps) manages the systems, processes, and data that power campaign execution and reporting.
Marketing-qualified account (MQA)
A marketing-qualified account (MQA) is a company that meets the ICP and engagement thresholds to warrant sales outreach within an ABM framework.
Marketing-qualified lead (MQL)
A marketing qualified lead (MQL) is a contact who has demonstrated meaningful engagement, indicating potential buying interest, and is the right ICP...
Marketing-sales alignment
Marketing-sales alignment is the process of uniting both teams around shared objectives, data visibility, and performance accountability.
Master services agreement (MSA)
A master services agreement (MSA) is a legal contract that outlines the overarching terms and conditions governing a client–vendor relationship.
MEDDICC framework
MEDDICC is a qualification framework used by sales teams to assess the strength of an opportunity. It evaluates how likely a deal is to close.
Media plan
A media plan details how, when, and where ads will appear to reach target audiences. It aligns creative assets and channel strategy with campaign...
Metrics
Metrics are the quantitative data points used to measure how campaigns, channels, and tactics perform.
Micro-conversion
A micro-conversion is a smaller action that moves a prospect closer to a primary goal, such as filling out a form, requesting a demo, or making a...
Middle of the funnel (MOFU)
The middle of the funnel represents the consideration stage, where prospects move beyond awareness and begin actively evaluating potential solutions.
Minimum order quantity (MOQ)
Minimum order quantity (MOQ) refers to the smallest number of leads, units, or services a vendor commits to delivering within a single order or...
Multi-touch attribution (MTA)
Multi-touch attribution (MTA) assigns proportional credit for a conversion across all marketing touchpoints.
Multichannel marketing
Multichannel marketing uses multiple platforms, such as email, social, paid media, and content syndication, to reach audiences consistently.
Multivariate testing
Multivariate testing compares multiple variables, like headline, image, and CTA combinations, to identify which mix performs best.
Native advertising
Native advertising is a form of paid media designed to blend seamlessly with the surrounding content on a platform, matching its format and tone.
Natural language processing (NLP)
Natural language processing (NLP) is a branch of artificial intelligence that enables machines to understand and interpret human language.
Net promoter score (NPS)
A net promoter score (NPS) measures customer loyalty by asking how likely a customer is to recommend a company on a scale of 0–10.
Net revenue retention (NRR)
Net revenue retention (NRR) measures how much recurring revenue a business retains and expands within its existing customer base over a defined...
NoFollow links
A NoFollow link is a hyperlink tagged to prevent SEO authority from passing between sites. It drives referral traffic and brand visibility.
Nurture workflow
A nurture workflow is an automated sequence of marketing actions, such as emails or retargeting ads, designed to guide prospects through the funnel.
Objection handling
Objection handling is the process of addressing and resolving buyer concerns during the sales conversation.
Omnichannel marketing
Omnichannel marketing connects all touchpoints into a seamless, unified experience. Unlike multichannel, it focuses on continuity rather than...
One-pager
A one-pager is a concise, single-page asset that summarises a solution or value proposition. It’s designed for quick consumption by time-pressed...
Open rate
Open rate measures the percentage of recipients who open an email. It’s an indicator of subject-line effectiveness and audience interest.
Open-ended questions
Open-ended questions encourage prospects to share detailed, thoughtful responses rather than simple yes/no answers.
Opportunity generation
Opportunity generation is the process of converting qualified leads into defined sales opportunities within a CRM.
Opportunity-to-win rate
The opportunity-to-win rate measures the percentage of sales opportunities that close successfully. It’s a key metric that reflects pipeline quality.
Organic
Organic refers to traffic, engagement, or visibility earned without direct paid promotion. Organic interactions provide a strong indicator of brand...
Outbound sales
Outbound sales involves proactively reaching out to potential customers. It contrasts with inbound approaches that rely on leads coming to you.
Over delivery
Over delivery occurs when a vendor provides more value, volume, or service than contractually required, often to ensure client satisfaction or...
Owned channel
Owned channels are marketing assets a business controls directly, such as its website, email list, blog, and social profiles.
Page authority
Page authority is a score that predicts how likely an individual web page will rank on search engines. It relies on backlink quality and on-page...
Paid media
Paid media refers to any marketing activity where organisations pay to reach specific audiences across digital channels.
Paid search
Paid search is a digital advertising channel where marketers bid on keywords to appear prominently on search engine results pages.
Pain point
A pain point is a specific problem or challenge that a prospect is seeking to solve. Understanding these challenges helps brands position their...
Pay per click (PPC)
Pay per click (PPC) is a digital advertising model where advertisers pay each time their ad is clicked. It’s the cornerstone of most paid search...
Pelago
Pelago is Mixology Digital’s AI buyer intelligence engine, designed to analyse first-party and intent data to optimise campaign performance.
Personalisation
Personalisation tailors content, messaging, and experiences to the specific needs or behaviours of an audience segment (or even an individual).
Pillar content
Pillar content is a comprehensive resource that anchors related subtopics, forming the foundation of a content cluster or SEO strategy.
Pipeline
Pipeline refers to the full set of opportunities in progress at any stage of the sales funnel. It helps with revenue forecasting and performance...
Pipeline acceleration
Pipeline acceleration focuses on speeding up the movement of qualified opportunities toward closure, achieved through targeted content and strategic...
Pipeline coverage
Pipeline coverage compares the total pipeline value to the revenue target, often expressed as a ratio (e.g. 3x coverage).
Pipeline creation
Pipeline creation measures the total new opportunities generated within a specific time frame. It’s a KPI for marketing’s contribution to growth.
Pipeline influence
Pipeline influence measures how marketing activities contribute to opportunities that may not originate from a marketing-led source.
Pipeline value
Pipeline value represents the total potential revenue tied to open opportunities within the sales funnel. It's a forward-looking view of business...
Playbook
A playbook is a structured guide that outlines best practices, processes, and recommended actions for a specific area of marketing, sales, or RevOps.
Podcast
A podcast is an audio content format used to share insights, interviews, or discussions with target audiences.
Predictive analytics
Predictive analytics applies historical data and statistical models to forecast future outcomes, such as the likelihood of lead conversion or...
Predictive customer lifetime value (pCLV)
Predictive customer lifetime value uses data modelling to estimate the future revenue potential of a customer based on their behaviour and purchase...
Predictive lead scoring
Predictive lead scoring uses AI and machine learning to calculate a lead’s likelihood to convert based on historical and behavioural data.
Pricing strategy
A pricing strategy defines how a company sets and adjusts prices to capture value and remain competitive.
Principle of reciprocity
The principle of reciprocity is a psychological concept suggesting people feel compelled to return a favour or value received.
Product launch
A product launch introduces a new offering to the market through a coordinated mix of planning, enablement, and communication.
Product-qualified lead (PQL)
A product-qualified lead (PQL) is a lead that has experienced enough value from a product to be considered ready for sales engagement.
Programmatic advertising
Programmatic advertising automates the buying and placement of digital ads through real-time bidding systems.
Progressive nurturing
Progressive nurturing builds relationships through sequenced, context-aware engagement that evolves with each interaction.
Progressive profiling
Progressive profiling collects user information gradually over time instead of asking for all details up front.
Prospecting
Prospecting is the process of identifying and engaging potential customers who fit the ICP but haven’t yet expressed interest.
Psychographic data
Psychographic data captures the attitudes, interests, values, and motivations that influence buyer decisions. It complements firmographic and intent...
Purchase intent
Purchase intent measures how ready a prospect is to buy based on behavioural and contextual signals.
Qualification
Qualification assesses whether a prospect fits the ICP and shows readiness to buy. It’s the filtering stage that protects sales efficiency and...
Quality assurance (QA) checklist
A quality assurance (QA) checklist is a structured process used to verify that campaign assets, data, and workflows meet required standards before...
Re-engagement campaign
A re-engagement campaign focuses on reconnecting with inactive contacts or customers by delivering timely, relevant, and personalised messaging.
Referring domain
A referring domain is an external website that links to your own, signalling authority and relevance to search engines.
Remarketing
Remarketing targets users who have previously engaged with a brand’s content or website, encouraging them to return and convert.
Request for information (RFI)
A request for information (RFI) is a preliminary document used by buyers to gather details about potential suppliers before issuing an RFP.
Request for proposal (RFP)
A request for proposal (RFP) invites vendors to submit detailed proposals outlining solutions, timelines, and pricing.
Request for quote (RFQ)
An RFQ is a document requesting specific pricing information for defined products or services. It typically follows a request for information (RFI)...
Research report
A research report presents original data or insights, positioning a brand as an industry authority.
Return on ad spend (ROAS)
Return on ad spend (ROAS) measures the revenue generated for every pound or dollar spent on advertising. It’s a direct indicator of paid media...
Return on investment (ROI)
Return on investment (ROI) evaluates the financial return generated from a specific activity relative to its cost.
Revenue attribution
Revenue attribution connects marketing and sales touchpoints to closed-won deals, showing which activities drive real business outcomes.
RevOps
Revenue operations brings marketing, sales, and customer success together under a unified strategy, supported by shared systems, data, and...
Sales acceleration
Sales acceleration encompasses tools, tactics, and data strategies designed to shorten sales cycles and increase win rates.
Sales automation
Sales automation uses technology to streamline repetitive tasks and standardise processes across the sales cycle.
Sales cycle
The sales cycle describes the stages a prospect moves through from initial engagement to closed deal.
Sales development representative (SDR)
A Sales Development Representative is responsible for identifying, engaging, and qualifying potential customers at the early stages of the sales...
Sales enablement
Sales enablement provides sales teams with the resources, insights, and tools they need to engage prospects effectively.
Sales opportunities
Sales opportunities represent qualified prospects or accounts that have entered an active evaluation stage and show a clear potential to generate...
Sales qualified opportunity (SQO)
A sales qualified opportunity is a prospect that has progressed beyond initial qualification and becomes an active opportunity within the sales...
Sales sequence
A sales sequence is a structured cadence of outreach, such as emails, calls, and messages, used to engage prospects systematically.
Sales velocity
Sales velocity measures how quickly opportunities move through the pipeline. It’s calculated by multiplying deal value, win rate, and opportunities,...
Sales-accepted lead (SAL)
A sales accepted lead (SAL) is a lead that has been reviewed and approved by sales after being passed from marketing.
Sales-qualified lead (SQL)
A sales qualified lead is a lead that meets agreed criteria for active sales engagement, typically following marketing qualification and sales review.
Scroll depth
Scroll depth measures how far a visitor scrolls down a webpage, revealing content engagement beyond clicks.
Search engine optimisation (SEO)
Search engine optimisation (SEO) is the practice of increasing a website’s visibility and performance in search engine results.
Search engine results page (SERP)
A search engine results page (SERP) is the page displayed after a user performs a search query. It includes organic listings and paid ads.
Search intent
Search intent is the underlying purpose behind a user’s query; what they hope to find, learn, or accomplish when they turn to a search engine.
Second-party data
Second-party data is information that an organisation obtains directly from a trusted partner, typically through a formal data-sharing agreement.
Segmentation
Segmentation is the process of dividing a broad audience into smaller groups based on shared characteristics such as industry, company size, or...
Self-nurturing
Self-nurturing describes a prospect’s ability to independently consume and progress through content before engaging sales.
Sender reputation
Sender reputation is a score that email service providers use to evaluate how trustworthy a sender’s domain and IP address are.
Service level agreement (SLA)
A service level agreement (SLA) is a formal contract that defines the standards, responsibilities, and performance expectations between two parties.
Serviceable addressable market (SAM)
Serviceable addressable market represents the portion of the TAM that a business can realistically serve based on product scope and customer profile.
Serviceable obtainable market (SOM)
The serviceable obtainable market represents the share of the TAM that a business can realistically capture, based on its current resources and...
Single opt-in
Single opt-in adds new contacts to a mailing list after one sign-up step, without requiring confirmation.
SLA breach
An SLA breach occurs when the commitments outlined in an SLA aren’t met, such as incomplete deliverables or performance falling below agreed...
Social selling
Social selling is the practice of using social platforms to build relationships, share insight, and engage prospects in ways that support the buying...
Soft bounce
A soft bounce is a temporary email delivery issue, often caused by factors such as a full inbox, a busy server, or a message that’s too large to...
Solution selling
Solution selling focuses on understanding a customer’s challenges and goals, then positioning an offering as the best way to address those needs.
SPICED framework
SPICED is a qualification framework used to understand a prospect across five dimensions: Situation, Pain, Impact, Critical event, and Decision.
Statement of work (SOW)
A statement of work (SOW) outlines the specific deliverables, timelines, and terms of a project agreement.
Strategic account
A strategic account is a high-value client that represents significant long-term revenue potential and warrants dedicated focus from commercial...
Suppression list
A suppression list contains contacts or domains excluded from campaign targeting. They help ensure contacts are only engaged when appropriate
Surge intent
Surge intent refers to a measurable increase in research or content consumption around a specific topic by an account or buying group.
Target account list (TAL)
A target account list (TAL) is a curated selection of high-priority companies a business intends to pursue through focused marketing and sales...
Target audience
A target audience is the specific group of people or businesses a marketing initiative is designed to reach.
Technographic data
Technographic data describes the technology stack, tools, and software currently used by a company.
Testimonial
A testimonial is a short, credible endorsement from a customer that highlights their experience with a product, service, or partnership.
Thank-you page
A thank-you page is displayed after a user completes a desired action, such as downloading content, submitting a form, or registering for an event.
Third-party data
Third-party data is information collected by organisations that are not the original source of the user interaction.
Thought leadership
Thought leadership is the practice of sharing insights, expertise, and informed opinions that help audiences understand complex issues or emerging...
Time on page
Time on page measures how long a visitor stays on a specific webpage before navigating elsewhere or exiting the site.
Top of the funnel (TOFU)
The top of the funnel represents the awareness stage of the buyer journey, where prospects first discover a brand, problem, or opportunity.
Top-down forecasting
Top-down forecasting estimates revenue or performance by starting with macro-level data such as market size, category growth, or company-level...
Top-down marketing
Top-down marketing begins by establishing big-picture messaging and strategic themes at a brand or organisational level.
Topic cluster
A topic cluster is a content strategy framework where a central pillar page links to multiple related sub-topics, often using the traditional...
Topic intent
Topic intent reflects a user’s underlying purpose when researching a particular theme. It goes beyond keyword analysis to understand what buyers are...
Topic surge
A topic surge occurs when interest or research activity around a specific subject increases significantly within an account or segment.
Topic taxonomy
A topic taxonomy is a structured framework that organises content themes into logical categories and hierarchies.
Total addressable market (TAM)
The total addressable market (TAM) represents the full revenue opportunity available for a product or service if it achieved 100% market share.
Total contract value (TCV)
Total contract value (TCV) is the full monetary value of a customer contract over its entire duration, including recurring revenue one-off fees.
U-shaped attribution
U-shaped attribution assigns credit primarily to the first-touch and lead-conversion touchpoints, with remaining credit distributed across middle...
Ungated content
Ungated content is freely accessible without requiring personal details or form submissions. It's designed to build trust, authority, and reach.
Unique selling proposition (USP)
A unique selling proposition (USP) is a concise statement describing what differentiates a product or service from competitors and why it's superior.
Unsubscribe rate
An unsubscribe rate measures the percentage of email recipients who opt out of communications after receiving a message.
Upsell
Upsell refers to expanding customer spend by encouraging the adoption of higher-tier offerings, additional services, or advanced capabilities.
Usage-based pricing
Usage-based pricing charges customers according to how much of a product or service they consume. This model is common in SaaS and cloud environments.
User experience (UX)
User experience (UX) refers to how a visitor interacts with and feels about a website, platform, or digital product.
UTM parameters
UTM parameters are tracking tags appended to URLs to measure campaign and channel performance in analytics platforms.
Value proposition
A value proposition communicates the core business benefit a solution delivers and why it matters. It goes beyond product features to articulate...
Value-based selling
Value-based selling focuses on understanding what the customer is trying to achieve and framing the solution around the business impact it can create.
View-through conversion (VTC)
A view-through conversion occurs when a user sees an ad but does not click, yet later completes a conversion action.
Voice of customer (VoC)
Voice of Customer refers to the structured collection and analysis of customer feedback to understand their needs, expectations, and real-world...
W-shaped attribution
W-shaped attribution assigns significant credit to first touch, lead creation, and opportunity creation touchpoints, distributing the remainder...
Webinar
A webinar is a virtual session used to educate audiences, showcase expertise, or facilitate product demonstrations.
Whitepaper
A whitepaper is an in-depth, authoritative document that explains a complex issue and offers a data-supported point of view.
Win rate
Win rate measures the percentage of qualified sales opportunities that progress to a closed-won outcome.
Zero-party data
Zero-party data is information that a prospect intentionally shares, such as preferences, purchase timelines, challenges, or communication choices.