Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Buying stage
A buying stage represents a specific phase in the B2B purchasing journey, describing where a prospect is in their decision-making process.
Churn rate
Churn rate measures the percentage of customers or revenue lost within a specific timeframe. For recurring-revenue businesses, it’s a key indicator...
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. It’s a key metric...
Click-to-open rate (CTOR)
CTOR measures engagement quality within email marketing by dividing unique clicks by unique opens. It focuses on how compelling email content is once...
Closed-lost
Closed-lost denotes an opportunity that has been disqualified or not won after the sales process. Tracking closed-lost reasons such as pricing,...
Closed-won
Closed-won represents opportunities that have successfully converted into paying customers. It marks the point where marketing and sales alignment...
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 go-to-market approach that builds engagement, loyalty, and advocacy through active participation in brand-owned or...
Contact-level intent
Contact-level intent refers to behavioural signals tied to a specific person rather than the broader account. It combines content consumption,...
Content
Content refers to any asset—text, visual, audio, or interactive—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—like a whitepaper or webinar—into multiple smaller...
Content distribution
Content distribution is the process of delivering assets to target audiences through owned, earned, and paid channels. It ensures valuable content...
Conversion map
A conversion map visually represents the user journey across a website or campaign, showing how visitors move from initial engagement to final...
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. In...
Cost per lead (CPL)
Cost per lead (CPL) measures how much it costs to generate a single qualified lead. It’s calculated by dividing total campaign spend by the number of...
Cross-sell
Cross-selling encourages existing customers to adopt complementary products or services that extend the value they receive. It helps deepen...
Customer advocacy
Customer advocacy occurs when satisfied customers actively support, promote, or recommend a brand. Advocacy goes beyond loyalty as customers will...
Customer experience
Customer experience refers to the overall perception a prospect or client forms through every interaction with a business, from initial awareness to...
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. It...
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. It...
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. It underpins...
Data onboarding
Data onboarding is the process of transferring offline customer data (from CRMs or spreadsheets) into online environments for targeting and...
Data validation
Data validation checks the accuracy and integrity of information within marketing and sales systems. It ensures that email addresses are valid,...
Demand capture
Demand capture focuses on converting existing in-market demand into measurable pipeline through tactics like paid search, content syndication, and...
Demand generation
Demand generation is the strategic process of creating awareness and interest in a company’s products or services to drive pipeline growth. It covers...
Demand-side platform (DSP)
A demand-side platform (DSP) is a technology that allows advertisers to purchase digital ad inventory programmatically across multiple exchanges. It...
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...
Earned channel
Earned channels are external touchpoints where attention is gained organically, such as press coverage, social shares, referrals, reviews, and...
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. It indicates resonance and...
Evergreen content
Evergreen content refers to marketing assets that retain their relevance and value over time. Unlike trend-led or time-sensitive pieces, evergreen...
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. It’s often...
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. It’s a...
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, guiding...
Form friction
Form friction refers to the hesitation or resistance users feel when completing an online form. It often occurs when forms are too long, ask for...
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. It helps...
Gated content
Gated content requires users to provide information (such as name or email) before accessing an asset, like an ebook, report, or webinar. It’s a key...
General Data Protection Regulation (GDPR)
The General Data Protection Regulation (GDPR) is the European Union’s landmark privacy law that regulates how organisations collect, store, and...
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. It...
Gross revenue retention (GRR)
GRR measures the percentage of recurring revenue retained from existing customers, excluding upsells or expansions. It indicates product satisfaction...
Hard bounce
A hard bounce occurs when an email fails to deliver permanently due to an invalid address, domain error, or blocked server. It’s a critical metric...
Heatmaps
Heatmaps visually display where users click, scroll, or hover on a webpage. They help marketers understand engagement patterns and identify design...
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 that...
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. It’s built using...
Impressions
Impressions represent the number of times an ad, email, or content asset is displayed to a user. While they don’t guarantee engagement, they indicate...
In-market
In-market describes accounts or buyers who are actively researching or preparing to purchase within a specific category. These buyers have moved...
Inbound
Inbound refers to a marketing approach that attracts buyers through valuable content, education, and experiences rather than direct outreach. Instead...
Incrementality testing
Incrementality testing measures the additional impact a marketing activity generates beyond what would have happened organically. It’s often used to...
Intent activation
Intent activation transforms observed buyer intent into targeted marketing and sales actions. For example, if a company shows surging interest in a...
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. They provide...
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. It represents a...
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. It improves...
Key performance indicator (KPI)
A key performance indicator (KPI) is a quantifiable metric used to measure progress toward business objectives. In B2B marketing, KPIs connect...
Lead capture form
A lead capture form collects user information (typically name, email, and company details) in exchange for access to gated content or offers. Its...
Lead enrichment
Lead enrichment enhances captured lead data by adding additional context, like company, role, or technology use, via third-party sources or APIs. For...
Lead generation
Lead generation identifies and attracts potential customers who show interest in a company’s offering. It’s the first measurable step in converting...
Lead handoff
Lead handoff is the process of transferring a qualified lead from marketing to sales once it meets predefined criteria. It represents the point where...
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. In B2B...
Lead nurturing
Lead nurturing builds relationships with prospects through ongoing, relevant communication until they’re ready to buy. It transforms initial interest...
Lead scoring
Lead scoring assigns numerical values to leads based on attributes and behaviours, such as job title, engagement level, or website visits. It helps...
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...
Lookalike audience
A lookalike audience is a group of users who share similar characteristics or behaviours to an existing customer or high-performing segment. For B2B...
Machine learning (ML)
Machine learning (ML) is a subset of AI that enables systems to identify patterns and make predictions without explicit programming. In B2B...
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 gathers and analyses data about customers, competitors, and industry trends. It underpins every aspect of strategic and tactical...
Market segmentation
Market segmentation divides a broad audience into smaller groups based on shared characteristics, such as industry, size, or behaviour. Segmentation...
Marketing funnel
The marketing funnel visualises how prospects progress from awareness to conversion. It’s typically divided into three stages: top of funnel (TOFU),...
Marketing mix modelling (MMM)
Marketing mix modelling (MMM) uses statistical analysis to quantify the impact of different marketing activities on business outcomes, often at a...
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. MQAs...
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. When...
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. In...
MEDDICC
MEDDICC is a qualification framework used by sales teams to assess the strength of an opportunity. It stands for Metrics, Economic buyer, Decision...
Media plan
A media plan details how, when, and where ads or content will appear to reach target audiences. It aligns spend, creative assets, and channel...
Metrics
Metrics are the quantitative indicators used to measure campaign and channel performance. They provide the granularity that underpins key performance...
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) defines the smallest number of leads, units, or services a vendor will deliver in a single order. Setting transparent...
Multi-touch attribution (MTA)
Multi-touch attribution (MTA) assigns proportional credit for a conversion across all marketing touchpoints. It acknowledges that conversions rarely...
Multichannel marketing
Multichannel marketing uses multiple platforms, such as email, social, paid media, and content syndication, to reach audiences consistently. A...
Multivariate testing
Multivariate testing compares multiple variables, like headline, image, and CTA combinations, to identify which mix performs best. Unlike A/B...
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. For...
Natural language processing (NLP)
Natural language processing (NLP) is a branch of artificial intelligence that enables machines to understand and interpret human language. In B2B...
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. It categorises...
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. While it doesn’t boost search rankings directly, it still...
Nurture workflow
A nurture workflow is an automated sequence of marketing actions, such as emails, retargeting ads, or content recommendations, designed to guide...
Objection handling
Objection handling is the process of addressing and resolving buyer concerns during the sales conversation. Effective responses require empathy,...
Omnichannel marketing
Omnichannel marketing connects all marketing and sales touchpoints into a seamless, unified experience. Unlike multichannel, it focuses on continuity...
One-pager
A one-pager is a concise, single-page asset that summarises a product, solution, or value proposition. It’s designed for quick consumption by...
Open-ended questions
Open-ended questions invite expansive responses rather than yes/no answers. They uncover motivations, challenges, and priorities that guide the...
Organic
Organic refers to traffic or engagement earned without paid promotion, typically from SEO, social sharing, or word-of-mouth. Organic channels build...
Outbound sales
Outbound sales involves proactively reaching out to potential customers through calls, emails, or social engagement. It contrasts with inbound...
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. These channels offer...
Paid media
Paid media refers to any marketing activity where organisations pay to reach specific audiences across digital channels.
Pain point
A pain point is a specific problem or challenge that a prospect is seeking to solve. Understanding these challenges allows marketers and sales teams...
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 and...
Pelago
Pelago is Mixology Digital’s AI buyer intelligence engine, designed to analyse first-party, intent, and behavioural data to optimise campaign...
Personalisation
Personalisation tailors content, messaging, and experiences to the specific needs or behaviours of an audience segment (or even an individual). In...
Pillar content
Pillar content is a comprehensive resource that anchors related subtopics, forming the foundation of a content cluster or SEO strategy. They help to...
Pipeline acceleration
Pipeline acceleration focuses on speeding up the movement of qualified opportunities toward closure. It’s achieved through targeted content,...
Pipeline coverage
Pipeline coverage compares the total pipeline value to the revenue target, often expressed as a ratio (e.g. 3x coverage). It ensures there’s enough...
Pipeline creation
Pipeline creation measures the total new opportunities generated within a specific time frame. It’s a key performance indicator for marketing’s...
Pipeline influence
Pipeline influence measures how marketing efforts contribute to opportunities that may not have originated directly from a marketing source. In...
Playbook
A playbook is a documented guide that outlines processes, messaging, and best practices for specific marketing or sales activities. It standardises...
Podcast
A podcast is an audio content format used to share insights, interviews, or discussions with target audiences. In B2B marketing, it’s a storytelling...
Predictive analytics
Predictive analytics applies historical data and statistical models to forecast future outcomes, such as the likelihood of lead conversion, customer...
Predictive customer lifetime value
Predictive customer lifetime value (pCLV) uses data modelling to estimate the future revenue potential of a customer based on their behaviour,...
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. It goes...
Pricing strategy
A pricing strategy defines how a company sets and adjusts prices to capture value and remain competitive. In B2B, it aligns directly with...
Principle of reciprocity
The principle of reciprocity is a psychological concept suggesting people feel compelled to return a favour or value received. In marketing, it...
Product launch
A product launch introduces a new offering to the market through a coordinated mix of planning, enablement, and communication. Effective launches...
Product-qualified lead (PQL)
A product-qualified lead (PQL) is a lead that has experienced enough value from a product, through a freemium model or free trial, to be considered...
Programmatic advertising
Programmatic advertising automates the buying and placement of digital ads through real-time bidding systems. It uses algorithms to optimise...
Progressive nurturing
Progressive nurturing builds relationships through sequenced, context-aware engagement that evolves with each interaction. Unlike static drip...
Progressive profiling
Progressive profiling collects user information gradually over time instead of asking for all details up front. This approach enhances conversion...
Prospecting
Prospecting is the process of identifying and engaging potential customers who fit the ICP but haven’t yet expressed interest. It’s the foundation of...
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. It’s a leading indicator for prioritising...
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. Its...
Referring domain
A referring domain is an external website that links to your own, signalling authority and relevance to search engines. Tracking referring domains...
Remarketing
Remarketing targets users who have previously engaged with a brand’s content or website, encouraging them to return and convert. For B2B teams,...
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 request for...
Request for proposal (RFP)
A request for proposal (RFP) invites vendors to submit detailed proposals outlining solutions, timelines, and pricing. It’s often the first stage in...
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. In B2B demand generation, reports attract...
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. It helps organisations assess...
Revenue attribution
Revenue attribution connects marketing and sales touchpoints to closed-won deals, showing which activities drive real business outcomes. In B2B...
RevOps
Revenue operations (RevOps) 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. In B2B environments, it...
Sales automation
Sales automation uses technology to streamline repetitive tasks like follow-ups, meeting scheduling, and data entry. It enables sales teams to focus...
Sales cycle
The sales cycle describes the sequence of stages from initial contact to deal closure. In B2B, cycles can span weeks or months depending on deal...
Sales development representative (SDR)
A Sales Development Representative (SDR) is responsible for identifying, engaging, and qualifying potential customers at the early stages of the...
Sales enablement
Sales enablement equips sales teams with the resources, tools, and insights they need to engage buyers effectively. It spans everything from content...
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 (SQO) is an opportunity that has been validated as both a good fit and likely to close within a set timeframe. It...
Sales sequence
A sales sequence is a structured cadence of outreach, such as emails, calls, and messages, used to engage prospects systematically. In B2B...
Sales velocity
Sales velocity measures how quickly opportunities move through the pipeline to closure. It’s calculated by multiplying deal value, win rate, 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. It confirms mutual agreement...
Sales-qualified lead (SQL)
A sales qualified lead (SQL) is a lead that meets agreed criteria for active sales engagement, typically following marketing qualification and sales...
Scroll depth
Scroll depth measures how far a visitor scrolls down a webpage, revealing content engagement beyond clicks. In B2B user experience optimisation,...
Search engine optimisation (SEO)
Search engine optimisation (SEO) is the practice of increasing a website’s visibility and performance in search engine results through a balance of...
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, paid ads, and rich...
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....
Self-nurturing
Self-nurturing describes a prospect’s ability to independently consume and progress through content before engaging sales. It’s a hallmark of modern,...
Sender reputation
Sender reputation measures how email service providers perceive the credibility of a domain or IP. Strong reputation improves deliverability, while...
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 (SAM) represents the portion of the total addressable market (TAM) that a business can realistically serve based on...
Serviceable obtainable market (SOM)
The serviceable obtainable market (SOM) represents the share of the total addressable market (TAM) that a business can realistically capture, based...
Single opt-in
Single opt-in adds new contacts to a mailing list after one sign-up step, without requiring confirmation. While it accelerates list growth, it can...
SLA breach
An SLA breach occurs when the commitments outlined in a service level agreement aren’t met, such as missed response times, incomplete deliverables,...
Social selling
Social selling uses social platforms, especially LinkedIn, to build relationships, share insights, and generate leads. It blends personal branding,...
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 briefly too large...
Solution selling
Solution selling is an approach that centres on understanding a customer’s challenges and goals, then positioning an offering as the best way to...
SPICED
SPICED is a qualification methodology used to understand a prospect across five dimensions: Situation, Pain, Impact, Critical event, and Decision. It...
Statement of work (SOW)
A statement of work (SOW) outlines the specific deliverables, timelines, and terms of a project agreement. A well-defined SOW helps prevent scope...
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 prevent duplicate outreach, protect data privacy, and...
Surge intent
Surge intent refers to a measurable increase in research or content consumption around a specific topic by an account or buying group. These spikes...
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. This includes considerations such as...
Technographic data
Technographic data describes the technology stack, tools, and software currently used by a company. This information helps B2B marketers and sales...
Testimonial
A testimonial is a statement from a customer that describes their positive experience with a product or service. In B2B marketing, testimonials...
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. This data is often aggregated...
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. It serves as an indicator of...
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. At this...
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. These themes then cascade...
Topic intent
Topic intent reflects a user’s underlying purpose when researching a particular theme or category. It goes beyond keyword analysis to understand what...
Topic surge
A topic surge occurs when interest or research activity around a specific subject increases significantly within an account or segment. It’s a form...
Topic taxonomy
A topic taxonomy is a structured framework that organises content themes into logical categories and hierarchies. It provides clarity around how...
topic-cluster
A topic cluster is a content strategy framework where a central pillar page links to multiple related sub-topics. This structure helps search engines...
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. It...
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, and...
U-shaped attribution
U-shaped attribution (also known as position-based attribution) assigns credit primarily to the first touch and lead-conversion touch, with the...
Ungated content
Ungated content is freely accessible without requiring personal details or form submissions. It's designed to build trust, authority, and reach...
Usage-based pricing
Usage-based pricing charges customers according to how much of a product or service they consume. Common in SaaS and cloud environments, this model...
User experience (UX)
User experience (UX) refers to how a visitor interacts with and feels about a website, platform, or digital product. Strong UX ensures that...
UTM parameters
UTM parameters are tracking tags appended to URLs to measure campaign and channel performance in analytics platforms. They enable granular reporting...
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 relies on uncovering what the customer is trying to achieve and framing the solution in terms of the business impact it can...
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. It credits advertising influence...
Voice of customer (VoC)
Voice of Customer (VoC) 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...
Whitepaper
A whitepaper is an in-depth, authoritative document that explains a complex issue and offers a data-supported point of view. In B2B, whitepapers...
Win rate
Win rate measures the percentage of qualified sales opportunities that progress to a closed-won outcome. It reflects how effectively an organisation...
Zero-party data
Zero-party data is information that a prospect or customer intentionally and proactively shares, such as preferences, purchase timelines, challenges,...
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