Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
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...
Buying signal
Buying signals are observable behaviours that indicate a prospect’s readiness to purchase, such as downloading gated content or visiting product...
Cold outreach
Cold outreach involves contacting potential buyers who have not previously engaged with your brand. In B2B contexts, it’s typically executed via...
Content syndication
Content syndication distributes gated assets across third-party platforms to capture qualified leads from new audiences.
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...
Gated content
Gated content requires users to provide information (such as name or email) before accessing an asset, like an ebook, report, or webinar.
Intent signal
An intent signal is a specific behavioural indicator, such as repeated content engagement or keyword searches, that suggests purchase intent.
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.
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...
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 generation
Lead generation is the process of identifying, attracting, and converting potential customers who demonstrate interest in a company’s products or...
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 qualification
Lead qualification evaluates whether a lead fits the ideal customer profile (ICP) and demonstrates buying intent. It filters out unready or unfit...
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...
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...
Outbound sales
Outbound sales involves proactively reaching out to potential customers. It contrasts with inbound approaches that rely on leads coming to you.
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.
Prospecting
Prospecting is the process of identifying and engaging potential customers who fit the ICP but haven’t yet expressed interest.
Qualification
Qualification assesses whether a prospect fits the ICP and shows readiness to buy. It’s the filtering stage that protects sales efficiency and...
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.
Single opt-in
Single opt-in adds new contacts to a mailing list after one sign-up step, without requiring confirmation.
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.