A

1 term

Account-Based Marketing (ABM)

Account-based marketing (ABM) is a B2B strategy in which marketing and sales jointly select specific high-value accounts and run coordinated, personalized campaigns aimed at the people inside those accounts, rather than generating broad lead volume.

B

3 terms

Buyer Persona

A buyer persona is a semi-fictional profile of a person involved in buying your product, describing their role, goals, responsibilities, pain points and how they evaluate solutions, based on research with real customers and prospects.

Buying Committee

A buying committee, also called a buying group or buying center, is the set of people within an organization who take part in a purchase decision, including those who initiate, evaluate, influence, approve and use the product.

Buying Signal

A buying signal is any observable action, statement or change at a company that suggests it may be ready to buy, such as asking about pricing, hiring for a relevant role, raising funding or researching a solution category.

C

2 terms

Catch-All Email Address

A catch-all email address is a mailbox configured to receive every message sent to a domain for which no matching user exists, so the domain's mail server accepts mail for any address rather than rejecting unknown recipients.

Champion

A champion is a person inside a prospect's organization who wants your solution to succeed and actively promotes it internally, helping you understand the buying process, reach other stakeholders and build consensus for the purchase.

D

3 terms

Data Decay

Data decay is the gradual loss of accuracy in a contact or account database as people change jobs, companies grow, merge or close, and email addresses and phone numbers stop working, making once-correct records wrong over time.

Decision Maker

A decision maker is the person, or one of the people, with the authority to approve a purchase, usually because they own the budget or the business outcome the product affects, as distinct from people who only influence or use it.

Disqualification

Disqualification is the deliberate decision to stop pursuing a lead or prospect because it does not fit the target profile, lacks a real need, budget or authority, or is otherwise unlikely to become a good customer.

E

2 terms

Email Finder

An email finder is a tool or method that identifies the likely business email address of a specific person, typically from their name and company domain, by checking known address patterns, public records and mail server responses.

Email Verification

Email verification is the process of checking whether an email address is correctly formatted, belongs to a domain that accepts mail and corresponds to a mailbox that exists, so that messages are not sent to addresses that will bounce.

F

1 term

Firmographics

Firmographics are descriptive attributes of a company, such as industry, employee count, revenue, location, ownership and age, used to segment organizations in B2B marketing and sales the way demographics segment individual consumers.

G

1 term

Gatekeeper

In sales, a gatekeeper is a person or function that controls access to a decision maker or to the flow of information into an organization, such as an executive assistant, receptionist, office manager or a shared inbox that screens incoming messages.

I

3 terms

Ideal Customer Profile (ICP)

An ideal customer profile (ICP) is a description of the type of company that gets the most value from your product and is most valuable to you in return, defined by attributes such as industry, size, stage, geography and technology.

Inbound Marketing

Inbound marketing is a strategy that attracts potential customers by creating useful content and experiences, such as articles, guides, tools and search-optimized pages, so that buyers find the company and start the relationship themselves.

Intent Data

Intent data is behavioral information suggesting that a person or company is researching a problem or product category, such as content consumption, search activity, website visits or review-site research, used to prioritize accounts that may be in a buying cycle.

L

7 terms

Lead

A lead is a person or company that has been identified as a potential buyer of a product or service, either because they showed interest or because they match the seller's target criteria, but who has not yet been fully qualified.

Lead Enrichment

Lead enrichment is the process of adding missing or updated information to lead and account records, such as company size, industry, job title, technology stack or verified email address, by matching them against other data sets.

Lead Generation

Lead generation is the set of marketing and sales activities that create interest from, or identify, potential customers and capture enough information to follow up with them, feeding the top of the sales pipeline.

Lead List

A lead list is a collection of companies and contacts selected as potential customers for outreach, usually including names, roles, email addresses and company attributes, built from research, data providers or your own records.

Lead Qualification

Lead qualification is the process of deciding whether a lead or prospect is worth pursuing, by checking fit with the ideal customer profile and evidence of need, authority, budget and timing before investing sales effort.

Lead Scoring

Lead scoring is a method of ranking leads or prospects by assigning points or categories based on how well they fit the ideal customer profile and how much buying interest they show, so sales can prioritize the most promising ones.

Lookalike Audience

A lookalike audience is a group of people or companies selected because they share characteristics with an existing seed group, such as your best customers, so that marketing and sales can reach new prospects who resemble proven buyers.

M

1 term

Marketing Qualified Lead (MQL)

A marketing qualified lead (MQL) is a lead that marketing has judged more likely than others to become a customer, based on fit with the target profile and engagement such as content downloads, repeat visits or event attendance.

O

1 term

Outbound Sales

Outbound sales is a sales approach in which the seller initiates contact with potential customers who have not yet expressed interest, using channels such as cold email, phone calls and social messages to start a conversation.

P

3 terms

Product Qualified Lead (PQL)

A product qualified lead (PQL) is a user or account that has experienced real value in a product, usually through a free trial or freemium plan, and whose in-product behavior indicates they are likely to become a paying customer.

Prospect

A prospect is a company or person that fits a seller's target criteria and is considered worth contacting, typically because they match the ideal customer profile and could plausibly need, afford and decide to buy the product.

Prospecting

Prospecting is the process of identifying potential customers who fit your target profile, researching them, and making first contact to start a sales conversation, usually through email, phone or social channels.

R

1 term

Role-Based Email Address

A role-based email address is an address tied to a job, department or function rather than to one person, such as info@, sales@, support@ or admin@, usually read by several people or routed to a shared inbox.

S

2 terms

Sales Qualified Lead (SQL)

A sales qualified lead (SQL) is a lead that the sales team has reviewed and confirmed as a genuine potential buyer, with a real need, suitable fit and enough intent to justify a direct sales conversation or opportunity.

Serviceable Addressable Market (SAM)

Serviceable addressable market (SAM), also called serviceable available market, is the portion of the total addressable market that your product, pricing, channels and geography can actually reach today.

T

4 terms

Target Account List

A target account list is a defined set of companies that sales and marketing agree to pursue, chosen for their fit with the ideal customer profile and their potential value, and used as the focus for account-based outreach.

Technographics

Technographics are data about the technologies a company uses, such as its CRM, email provider, cloud platform, analytics tools and programming frameworks, used to segment and qualify B2B prospects by their technology stack.

Total Addressable Market (TAM)

Total addressable market (TAM) is the total revenue opportunity available for a product or service if it captured 100% of its market, usually expressed as annual spend or as the number of potential customers multiplied by average annual revenue per customer.

Trigger Event

A trigger event is a change at a company, such as a funding round, new leadership, rapid hiring, a pricing change, entry into a new market or a technology switch, that creates a new need or a window in which the company is more open to buying.