Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Acquisition
Acquisition refers to the process of gaining new customers through marketing and sales efforts. It spans the entire journey, from initial awareness...
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.
Buyer behaviour
Buyer behaviour refers to the patterns, motivations, preferences, and decision-making processes that shape how B2B buyers research and select...
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 stage
A buying stage represents a specific phase in the B2B purchasing journey, describing where a prospect is in their decision-making process.
Campaign
A campaign is a coordinated series of marketing activities designed to achieve a specific goal, such as generating leads or driving brand awareness.
Content syndication
Content syndication distributes gated assets across third-party platforms to capture qualified leads from new audiences.
Demand capture
Demand capture focuses on converting existing in-market demand into measurable pipeline through tactics like paid search and content syndication.
Demand generation
Demand generation is the strategic process of creating awareness and interest in a company’s products or services to drive pipeline growth.
Email marketing
Email marketing is the practice of using email to communicate with prospects and customers in a structured, purposeful way.
High intent keyword
High intent keywords signal a user’s readiness to take action, such as evaluating vendors, comparing pricing, or requesting a demo.
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.
Intent activation
Intent activation transforms observed buyer intent into targeted marketing and sales actions.
Intent-based marketing
Intent-based marketing uses behavioural and contextual data to deliver timely, relevant content to buyers showing active interest.
Lead nurturing
Lead nurturing builds relationships with prospects through ongoing, relevant communication until they’re ready to buy.
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.
Market segmentation
Market segmentation divides a broad audience into smaller groups based on shared characteristics, such as industry, size, or behaviour.
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.
Multichannel marketing
Multichannel marketing uses multiple platforms, such as email, social, paid media, and content syndication, to reach audiences consistently.
Omnichannel marketing
Omnichannel marketing connects all touchpoints into a seamless, unified experience. Unlike multichannel, it focuses on continuity rather than...
Opportunity generation
Opportunity generation is the process of converting qualified leads into defined sales opportunities within a CRM.
Pipeline acceleration
Pipeline acceleration focuses on speeding up the movement of qualified opportunities toward closure, achieved through targeted content and strategic...
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.
Principle of reciprocity
The principle of reciprocity is a psychological concept suggesting people feel compelled to return a favour or value received.
Re-engagement campaign
A re-engagement campaign focuses on reconnecting with inactive contacts or customers by delivering timely, relevant, and personalised messaging.
Remarketing
Remarketing targets users who have previously engaged with a brand’s content or website, encouraging them to return and convert.
Self-nurturing
Self-nurturing describes a prospect’s ability to independently consume and progress through content before engaging sales.
Surge intent
Surge intent refers to a measurable increase in research or content consumption around a specific topic by an account or buying group.
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.