Glossary

Discover our library of expert definitions for the top B2B digital marketing terms

Account-Based Marketing

/

An Account Based Marketing (ABM) program is a strategic approach that focuses on identifying and targeting high-value accounts or clients with personalized marketing campaigns.

An ABM (Account-Based Marketing) campaign is a targeted marketing strategy that focuses on building relationships and driving engagement with specific high-value accounts or clients.

Account-Based Marketing (ABM)

Account Based Marketing (ABM) is a strategic approach that focuses on targeting high-value accounts with personalized and tailored marketing campaigns.

Demand Generation

/

B2B (business-to-business) marketing refers to marketing initiatives conducted by businesses that sell their products or services to other businesses, instead of end consumers (as is the case of business-to-consumer, B2C).

A/B testing is a popular method of comparing two versions of a website, email, advertisement, or other content marketing assets to determine which one performs better.

B2B Buyer Journey

A B2B (business-to-business) buyer journey refers to the process that a business client goes through to research, evaluate, and ultimately make a purchase decision for a product or service from another business.

Performance Marketing

Performance marketing is a comprehensive strategy with a client-centric approach that aims to drive measurable results and optimize marketing efforts through targeted actions, accountability, and data-driven decision-making.

Content Syndication

Content syndication refers to the process of distributing content through third-party websites or platforms, linking back to the original source, in order to reach a larger audience.

Thought Leadership

Thought leadership is a strategy that involves positioning a business or one of its representatives as an industry expert and trusted source of knowledge.

Outbound Marketing

Outbound marketing, also known as traditional marketing or interruption marketing, is a promotional strategy employed by businesses to reach out and engage with potential clients.

Omnichannel Marketing

Omnichannel marketing is a marketing approach that focuses on providing a seamless and consistent experience for clients and prospects across all channels and touchpoints, both online and offline.

Inbound Marketing

Inbound marketing is a strategy to attract leads for your business through the creation of valuable content and experiences that align with their interests and needs.

Client Centricity

Client centricity is a business strategy that prioritizes the needs, wants, and preferences of clients in every aspect of an organization’s operations.

Demand Generation

Marketing activities aimed at creating interest, engagement and driving demand for a product or service.

Email Marketing

/

Email Automation

Email automation is the use of software to automatically send targeted and personalized emails to clients and leads, based on predefined workflows and triggers that automatically send targeted emails to specific recipients, leveraging specific behavior signals or interactions with your brand.

Email Marketing

Email marketing is a form of digital marketing that involves sending promotional or informative messages to a targeted audience through email.

Email Nurturing

Email nurturing involves sending relevant and personalized emails to prospects at different stages of the sales funnel to establish trust and build relationships.

Intent

/

Triple intent is a term used in B2B marketing to describe the convergence of three critical factors: account fit, buying intent, and content engagement.

In marketing, intent signals refer to the actions, behaviors, and data that suggest a lead or potential client is interested in a brand and its offerings.

Intent data refers to the information that is collected about a client’s online behavior, which is then analyzed to determine their buying intent.

High intent is a marketing term used to describe the level of readiness or likelihood of a potential client to take a specific action, such as making a purchase or filling out a contact form.

Buyer intent refers to the mindset of a potential prospect when they are actively looking to make a purchase.

Lead Generation

/

A buyer persona is a fictional representation of a specific client segment (usually a decision maker, or influencer) that is used to guide marketing and sales strategies.

Lead Qualification

Lead qualification is the process of evaluating leads based on certain criteria, such as their level of interest, budget, and authority, to determine their alignment with a company’s target, and readiness to purchase.

Lead Conversion

Lead conversion refers to the process of turning a potential customer, or lead, into a paying client, by guiding them through the sales funnel and nurturing them with targeted marketing efforts.

Lead scoring refers to the process of evaluating and ranking leads according to their positioning in the sales funnel and their perceived value for the company.

Lead Verification

Lead verification is the process of confirming the authenticity and accuracy of information provided by potential clients, usually sourced from online forms, email inquiries, or phone calls.

Lead Generation Strategy

A lead generation strategy is a set of tactics and processes used to identify prospects and gather information about them in order to nurture relationships and convert them into paying clients.

Lead Generation Marketing

Lead generation marketing is the process of identifying and cultivating potential clients for a business.

Lead Generation

Lead generation is the process of identifying and attracting potential clients for a business’s products or services.

A lead database is an organized collection of information on your generated leads, containing data such as their contact details, demographic characteristics, behavioral traits, and general preferences, among other data deemed relevant by the business.

Lead Nurturing

/

Email Nurturing

Email nurturing involves sending relevant and personalized emails to prospects at different stages of the sales funnel to establish trust and build relationships.

Personalization

When adopted for marketing, personalization refers to the development of customized experiences for individual users.

Lead follow-up refers to the process of reaching out to leads who have shown interest in a product but have not yet committed to making a purchase, or have decreased their engagement with brand content.

Lead nurturing is the process of building relationships with potential clients by providing them with relevant and valuable information that helps them make informed decisions.

Market Segmentation

/

Ideal Client Profile (ICP)

An Ideal Client Profile (ICP) is a description of the type of client who would benefit the most from your product or service.

Firmographics refer to a set of characteristics employed to describe a certain business, comprehending, for instance, aspects such as yearly revenue, industry or vertical, company size, number of employees, and location.

Demographics consist of a set of several static traits shared by a population, such as annual income, age, education level, marital status, occupation, and gender.

Performance and Metrics

/

Cost Per Acquisition/Cost Per Action (CPA)

Cost per Acquisition (CPA)/Cost Per Action, is a marketing metric that measures the average expenditure a company incurs to acquire a new client.

Return on Investment (ROI)

Return on investment (ROI) is a performance metric used to evaluate the financial success of an investment—such as a marketing campaign.

Sales Funnel

/

Bottom of Funnel (BOFU)

Bottom of Funnel (BOFU) refers to the final stage of the sales funnel, where a prospect has shown intent to make a purchase and is close to becoming a paying client.

Middle of Funnel (MOFU)

The middle of funnel (MOFU) stage is the second step of the traditional three-part sales funnel process.

Top of Funnel (TOFU)

The top of funnel (TOFU), also known as the awareness stage, is the first step in the buyer’s journey.