Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
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.
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.
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.
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.
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.
Indirect competition
Indirect competition refers to alternative solutions that meet the same underlying need but in a different way, helping B2B marketers expand their...
Key purchasing criteria (KPC)
Key purchasing criteria (KPC) are the factors that matter most to buyers when evaluating potential vendors.
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.
Marketing funnel
The marketing funnel visualises how prospects progress from awareness to conversion. It’s typically divided into three stages: TOFU, MOFU and BOFU.
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...
Target audience
A target audience is the specific group of people or businesses a marketing initiative is designed to reach.
Top-down marketing
Top-down marketing begins by establishing big-picture messaging and strategic themes at a brand or organisational level.
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.
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.