Horizontal Market

A knowledge base is a self-serve online library of information about a product, service, department, or topic.

White labeling is when a company puts its own branding on a product or service that was actually produced by a different company.

Sales prospecting is the process of identifying potential customers, or prospects, and initiating contact to convert them into paying customers.

Account Click-Through Rate (CTR) is the percentage of individuals from a target account who click on a link in an ad, email, or on a webpage.

Mid-market companies are businesses larger than small businesses but smaller than large enterprises, often defined by revenue or employee size.

The Dark Funnel describes customer buying activities that are untrackable by companies, such as private chats and word-of-mouth referrals.

A Service Level Agreement (SLA) is a contract defining the level of service between a provider and a client, including metrics and penalties.

Inbound leads are potential customers who proactively reach out after finding your business through content, social media, or search.

Marketing attribution is the process of identifying which touchpoints contribute to a conversion and assigning value to each of them.

The 80/20 rule, or Pareto Principle, posits that 80% of results come from just 20% of the effort. It's a key concept for prioritization.

An Account Executive (AE) is a sales professional responsible for closing new business deals and managing existing client relationships to drive revenue.

A value chain is the series of business activities required to create and deliver a product or service, from conception to the final customer.

HubSpot is a customer relationship management (CRM) platform with tools for marketing, sales, and service, all aimed at helping businesses grow.

Sales velocity is a key metric measuring the speed at which your company makes money. It shows how fast deals move through your sales pipeline.

A sales plan template is a reusable document that outlines your sales strategy, goals, and tactics, providing a clear roadmap for your team.

A sales pitch is a persuasive presentation of a product or service, aimed at convincing a potential customer to make a purchase.

Scalability is a company's ability to handle increased workloads or market demands without a drop in performance or a spike in costs.

Learn about B2B data enrichment, including benefits of B2B data enrichment, implementing B2B data enrichment strategies, B2B data enrichment vs. data cleaning.

The buyer journey maps the path a potential customer takes, from first learning about a product to the final decision to buy.

Kubernetes is an open-source system for automating the deployment, scaling, and management of containerized applications.

SPIN selling is a sales technique using a sequence of questions—Situation, Problem, Implication, Need-Payoff—to uncover a buyer's needs.

OAuth is an open standard for access delegation. It lets you grant apps access to your data on other services without sharing your password.

A canary release is a deployment strategy where new software is rolled out to a small user group first, minimizing risk before a full release.

Retargeting marketing is a digital advertising strategy that targets users who have previously interacted with your website or brand online.

Warm calling is contacting prospects with a prior connection, like a referral or social media interaction, to make your outreach more relevant.

Ransomware is a type of malicious software that encrypts a victim's files, holding them hostage until a ransom is paid for the decryption key.

Geo-fencing creates a virtual boundary around a real-world location. It triggers actions on a device when it enters or exits this area.

Learn about BAB formula, including implementing BAB in sales strategies, crafting an effective BAB pitch, & comparing BAB with other sales frameworks.

Lead enrichment adds third-party data to your raw lead lists, creating fuller prospect profiles for more effective and personalized outreach.

A sales call is a real-time conversation between a salesperson and a prospect, aiming to persuade them to purchase a product or service.

"Smile and dial" is a high-volume sales tactic where reps make numerous cold calls from a list, often with little to no prior research.

Unit economics are the direct revenues and costs of a business calculated on a per-unit basis, revealing its fundamental profitability.

Predictive Customer Lifetime Value (pCLV) is a forecast of the total net profit a single customer is expected to generate for your business.

Customer engagement is the ongoing, value-driven relationship a business builds with its customers to foster brand loyalty and awareness.

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

Employee advocacy is the promotion of an organization by its staff members, who share positive messages and content through their personal networks.

A Representational State Transfer (REST) API is a web service that uses a simple, stateless architecture for systems to communicate online.

Learn about buyer intent data, including sourcing and interpreting buyer intent data, & key metrics in buyer intent analysis.

Outbound sales is when reps proactively contact potential customers through cold calls or emails to generate leads and build a sales pipeline.

Lead scraping is the process of automatically extracting contact information and other relevant data about potential customers from online sources.

A stakeholder is any individual, group, or party that has an interest in an organization and the outcomes of its actions.

An Ideal Customer Profile (ICP) is a detailed description of the perfect, hypothetical company that would get the most value from your product.

Click-through rate (CTR) is a metric that measures the percentage of people who click on a specific link, ad, or call-to-action.

Siloed describes the isolation of data, teams, or systems within a company, which blocks collaboration and creates operational bottlenecks.

Pay-per-click (PPC) is an internet advertising model where businesses pay a fee each time one of their online ads is clicked by a user.

Video prospecting is the sales technique of sending personalized videos to potential customers to grab their attention and secure more meetings.

Lead scoring models rank prospects by assigning points for their behaviors and demographics, helping sales teams prioritize their outreach.

Sales conversion rate is the percentage of prospects who take a desired action, like making a purchase, turning them into customers.

CRM analytics is the process of analyzing data from your CRM to uncover insights that help you better understand and serve your customers.

A sales sequence is a series of automated touchpoints sent to prospects over time to guide them through the sales funnel.

An objection is an explicit expression by a prospect that presents a barrier to moving forward in the sales process.

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

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

Compounded Annual Growth Rate (CAGR) measures the mean annual growth of an investment over a specified period of time longer than one year.

The decision stage is where a well-researched buyer chooses a vendor. They compare specific products and pricing before making their final purchase.

Social proof is a psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation.

Data appending is the process of adding new data fields to your existing database records to enrich and complete your information.

Digital advertising is the practice of delivering promotional content to users through various online and digital channels like social media or search engines.

The marketing funnel is a model illustrating the path potential customers take, from initial awareness to making a purchase.

Performance monitoring involves collecting and analyzing data to track a system's operational health and efficiency, ensuring it meets set standards.

Pay-per-click (PPC) is an ad model where you pay a fee each time your ad is clicked. It's a method of buying targeted visits to your website.

Learn about B2B demand generation, including strategies for effective B2B demand generation, & key components of a demand generation program.

Enrichment is the process of adding third-party data to your existing customer profiles to get a more complete picture of your leads.

Cost Per Click (CPC) is a digital advertising model where an advertiser pays a fee each time one of their ads gets clicked by a user.

An on-premise CRM is a system hosted on a company's own servers, offering complete control over data, security, and system maintenance.

Return on Investment (ROI) is a key performance metric that measures the profitability of an investment relative to its initial cost.

Dynamic segments are self-updating lists that group contacts based on real-time data, ensuring your outreach is always timely and relevant.

Affiliate networks are platforms that act as intermediaries between publishers (affiliates) and merchant affiliate programs.

Closed Won is a CRM status for a sales deal that has been successfully concluded, resulting in a signed contract and a new customer.

Consumer buying behavior is the study of how individuals select, buy, and use products and services to satisfy their needs and desires.

A version control system (VCS) tracks changes to files over time, allowing you to recall specific versions and collaborate without conflicts.

Demand generation is the process of creating awareness and interest in your products to build a pipeline of qualified leads for your sales team.

Docker is a tool that packages applications and their dependencies into isolated environments called containers for easy deployment and scaling.

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

Account-Based Marketing (ABM) software helps teams coordinate personalized marketing and sales efforts to land high-value customer accounts.

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

Learn about bulk API, including how it works, the advantages of using it, common use cases, and tips for optimizing it.

A sales funnel is a model illustrating the customer's journey from initial awareness to the final purchase, narrowing down leads at each stage.

An account is a company or organization that you're targeting for sales. It can be a prospective, current, or even a past customer.

Demand capture is the strategy of engaging potential customers who are already actively looking for a solution that your company provides.

CSS, or Cascading Style Sheets, is the code that styles a website. It controls the colors, fonts, layout, and overall look of a web page.

Learn about business intelligence, including key components of business intelligence, the role of BI in decision making, business intelligence tools and techniques.

Learn about B2B data solutions, including unlocking the power of B2B data, & key components of effective B2B data solutions.

Digital contracts are legally binding agreements created, signed, and stored electronically, offering a faster, more secure alternative to paper.

The buying process is the journey a customer takes from first realizing a need to making a final purchase decision and evaluating it afterward.

Learn about break-even, including calculating your break-even point, importance of break-even analysis, & break-even analysis vs. profit margins.

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

A sales forecast is a projection of future sales revenue. It's a crucial tool for businesses to make informed decisions and allocate resources.

A hybrid sales model blends traditional and digital sales methods to engage customers across multiple channels and buying preferences.

Fulfillment logistics is the entire process of getting an order to a customer, from storing inventory to picking, packing, and final shipment.

Scrum is an agile framework that helps teams structure and manage their work through a set of values, principles, and practices.

A marketing budget breakdown is a detailed plan that allocates your total marketing funds across various channels, campaigns, and activities.

Dark social is the sharing of content through private channels like messaging apps or email. This traffic is hard to track as it lacks referral data.

Real-time data is information processed and made available almost instantaneously, enabling immediate analysis and decision-making.

Sales funnel metrics are key data points that track how effectively you're moving potential customers from awareness to a final purchase.

A Point of Contact (POC) is the designated individual or department that serves as the main hub for information and communication on a matter.

Supply Chain Management oversees the entire production flow of a good or service, from raw materials to final delivery to the consumer.

Learn about branded keywords, including identifying your branded keywords, & strategies for optimizing branded keywords.

A sales quota is a time-bound sales goal for a rep or team, measured in revenue or units sold, to be met within a specific period.

Your email deliverability rate is the percentage of sent emails that successfully land in a recipient's inbox, rather than bouncing or going to spam.