Dark Funnel

Net new business is revenue from customers who have never purchased from your company before. It’s a crucial indicator of sustainable growth.

A lead list is a curated database of potential customers (leads) with contact information and other key data for sales and marketing outreach.

A demand generation framework is a strategic process for creating awareness and interest in your product, ultimately driving new business.

Sales prospecting software automates the process of finding, contacting, and tracking potential customers to help sales teams build their pipeline.

A buying committee is a group of stakeholders within an organization who are jointly responsible for making major purchasing decisions.

Sales partnerships are strategic alliances where two companies co-sell products to expand their reach, generate new leads, and increase revenue.

SEO, or Search Engine Optimization, is increasing the quantity and quality of traffic to your website through organic search results.

Stress testing is a type of software testing that determines a system's robustness by pushing it beyond its normal operational capacity.

Monthly Recurring Revenue (MRR) is the predictable, recurring income a business expects to receive each month from all active subscriptions.

Email personalization uses subscriber data—like their name, interests, or past behavior—to create highly relevant and targeted email campaigns.

Gamification applies game mechanics like points, badges, and leaderboards to non-game activities to boost engagement and motivate users.

Learn about B2B sales, including key strategies for B2B success, types of B2B sales models, & B2B vs. B2C sales: understanding the differences.

Intent data tracks a user's online behavior—like searches and site visits—to identify signals that they are ready to make a purchase.

Dynamic pricing is a strategy where businesses set flexible prices for products or services based on current market demands and other factors.

Sales enablement technology refers to software and tools that equip sales teams with the resources they need to close more deals efficiently.

Progressive Web Apps (PWAs) are websites that look and feel like native mobile apps, offering features like offline access and push notifications.

A qualified lead is a prospect vetted as a good fit for your product. They match your ideal customer profile and show genuine interest.

Data security protects digital information from unauthorized access, corruption, or theft throughout its entire lifecycle.

Closed Lost is a sales term for a deal that didn't go through. The prospect decided not to buy, or the sales team disqualified them.

A marketing automation platform is software that automates marketing actions. It helps manage tasks like email campaigns and lead nurturing.

Event marketing is a strategy where brands engage directly with target audiences through live events like trade shows, conferences, or webinars.

Expansion revenue is the extra money a business makes from its current customers via upgrades, new products, or additional services.

Chatbots are AI-powered programs that simulate human conversation. They interact with users via text or voice, typically for customer support.

AI data enrichment uses artificial intelligence to automatically enhance and update raw data, making it more complete, accurate, and valuable.

Shipping solutions are services or software that streamline the logistics of getting products to customers, from label printing to final delivery.

A Customer Data Platform (CDP) centralizes customer data from all sources to create a complete, unified profile for each individual customer.

Marketing Operations (MOps) is the engine of a marketing team, managing the technology, processes, and people to run campaigns effectively.

A go-to-market (GTM) strategy is an action plan that outlines how a company will reach target customers and achieve a competitive advantage.

Learn about bottom of the funnel, including maximizing conversions at the funnel's end, & strategies for nurturing bottom-funnel leads.

Marketo is a marketing automation platform used by B2B marketers to manage lead generation, nurturing, email marketing, and analytics.

Competitive intelligence (CI) is the ethical gathering and analysis of market data to inform strategic business decisions and gain an advantage.

User-generated content (UGC) refers to any form of content, like images, videos, or text, created and shared by users on online platforms.

Sales automation uses software to streamline and automate repetitive, manual sales tasks, freeing up reps to focus on selling.

A Target Account List (TAL) is a focused list of high-value companies that a business specifically aims to convert into customers.

An Applicant Tracking System (ATS) is a software application that manages your entire hiring and recruitment process from a single dashboard.

Trigger marketing uses customer actions or events to automatically send highly relevant, personalized messages at the perfect moment.

A sales lead is a potential customer—an individual or organization that has shown interest in your company's products or services.

Learn about business development representative, including skills and qualifications for BDRs, & roles and responsibilities of a BDR.

Site retargeting is a marketing strategy that shows ads to people who have previously visited your website but left without converting.

The lead qualification process is how you determine which prospects are most likely to become customers by evaluating them against specific criteria.

CRM enrichment is the process of adding third-party data to your existing customer profiles to make them more complete and accurate.

Video selling uses personalized video messages to engage prospects, build rapport, and guide them through the sales funnel to close more deals.

Objection handling is the process of responding to a prospect's concerns or hesitations about a product or service to move a deal forward.

Product-Led Growth (PLG) is a business strategy where the product itself drives user acquisition, conversion, and expansion.

A User Interface (UI) is the point where humans and computers interact. It encompasses all visual elements like screens, icons, and buttons.

A Marketing Qualified Account (MQA) is a target company that has shown significant engagement, indicating it's ready for the sales team to pursue.

Network monitoring is the continuous process of tracking a computer network's performance and health to detect and resolve issues proactively.

Learn about B2B intent data providers, including evaluating intent data quality, leveraging intent data for growth, & B2B intent data: key providers comparison.

GDPR compliance means following the EU's strict data protection laws to ensure the secure and lawful handling of personal data.

Precision targeting is a marketing strategy that uses data to identify and reach a highly specific audience most likely to convert.

Psychographics categorizes people by their attitudes, interests, and lifestyles, revealing the 'why' behind their purchasing decisions.

Sales metrics are quantifiable data points that track and measure a sales team's performance against specific goals and objectives.

The awareness stage is the first step in the buyer's journey, where a potential customer realizes they have a problem or an opportunity to explore.

Sales operations analytics is the practice of analyzing sales data to improve the efficiency and effectiveness of the entire sales process.

Programmatic display campaigns use automation to buy and sell digital ad space in real-time, targeting specific audiences across the web.

A use case is a detailed description of how a user interacts with a system to achieve a specific goal, outlining the steps from start to finish.

Learn about buyer, including identifying your ideal buyer, understanding buyer's journey, & evaluating buyer decision processes.

Data enrichment is the process of enhancing raw data by adding missing information from other sources, making it more complete and actionable.

An enterprise is a large-scale organization, often a corporation, defined by its complex structure and substantial number of employees.

Learn about B2B data platform, including key benefits of B2B data platforms, choosing the right B2B data platform, challenges in implementing B2B data platforms.

Serviceable Addressable Market (SAM) is the portion of the market your business can realistically serve with its current products and sales channels.

Product recommendations are a marketing strategy that uses customer data to suggest relevant products, boosting sales and customer engagement.

A sales intelligence platform is software that provides sales teams with data and insights about prospects to help them sell more effectively.

Buying intent is the collection of online cues and behaviors that signal a prospect is actively researching and moving toward a purchase decision.

Account-Based Selling is a B2B strategy where sales and marketing treat high-value accounts as markets of one, using personalized outreach.

A sales demo is a presentation where a sales rep shows a prospect how a product or service works and solves their specific problems.

An Account Development Representative (ADR) identifies and qualifies new business opportunities, creating a pipeline for account executives.

Account-Based Sales (ABS) is a focused B2B strategy where sales and marketing teams treat high-value accounts as individual markets of one.

A channel partner is a company that works with a manufacturer or producer to market and sell their products, software, or services to customers.

A sales dashboard is a visual tool that centralizes and displays key sales data, metrics, and KPIs to help teams track performance and goals.

An email cadence is a scheduled sequence of emails sent to prospects over a specific period to nurture leads and drive engagement.

A performance plan is a formal document outlining an employee's goals, expectations, and metrics for success over a specific period.

User interaction is any action a user takes within a digital interface, like clicking a button, scrolling a page, or filling out a form.

Sales enablement provides sales teams with the necessary tools, content, and information to help them sell more effectively and efficiently.

A consumer is an individual or entity that buys products or services for personal use, not for resale. They are the final user in a supply chain.

Learn about big data, including understanding big data characteristics, benefits of leveraging big data, & challenges in managing big data.

Responsive design is an approach where a website's layout adapts to the user's screen size, providing an optimal experience on any device.

Website visitor tracking collects and analyzes data on user behavior to understand their journey and improve the overall user experience.

Inside sales is a remote sales process where reps sell products or services via phone, email, and other digital tools instead of in person.

Lead routing is the automated process of distributing incoming leads to the right sales reps based on predefined criteria.

A System of Record (SoR) is the authoritative data source for a specific type of data. It acts as the single source of truth for an organization.

Learn about buyer intent, including understanding buyer intent signals, strategies to capture buyer intent, & buyer intent vs. customer interest.

Customer relationship marketing is a strategy for building lasting connections with customers to foster long-term loyalty and engagement.

A RESTful API is a web service interface that uses HTTP requests to access and use data, adhering to the constraints of REST architecture.

The FAB technique is a sales framework connecting product features to advantages and then to the specific benefits for the customer.

An API (Application Programming Interface) is a software intermediary that allows two applications to talk to each other and exchange information.

Webhooks are automated messages sent by an app when a specific event occurs. They push real-time data to another app's unique URL.

Competitive analysis means identifying your rivals and assessing their strategies to pinpoint your own business's strengths and weaknesses.

Employee engagement is the emotional commitment an employee has to their organization, motivating them to contribute to the company's success.

Sales enablement content refers to the materials and tools that empower your sales team to engage prospects and close deals more efficiently.

A landing page is a standalone web page created for a marketing campaign. It’s where a visitor “lands” after clicking an ad or email link.

A commission is a service charge paid to an agent for a transaction. It's typically a percentage of the sale, rewarding performance directly.

Consultative selling is an approach where salespeople act as expert advisors, diagnosing customer needs to provide the most suitable solutions.

No Cold Calls is a sales strategy that replaces unsolicited calls with warm outreach to prospects who have already demonstrated interest.

Sales development is the process of identifying and qualifying potential customers to create a pipeline of sales-ready leads for closers.

A custom API integration is a bespoke connection between software, enabling them to communicate and share data to meet unique business requirements.

Load testing is a type of performance testing that determines how a system behaves under both normal and anticipated peak load conditions.

A marketing attribution model is a framework for assigning credit to the marketing touchpoints that lead a customer to convert.

Generic keywords are broad search terms that lack specific details like brand or location. They attract a wide audience with less specific intent.

Cold emailing is sending unsolicited emails to potential customers you haven't contacted before, aiming to start a business conversation.