Lead Generation Tactics

Serviceable Obtainable Market (SOM) is the portion of the market you can realistically capture with your current resources, sales, and marketing.

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

A value statement is a clear, concise declaration of the unique benefits a company provides to its customers, outlining its core purpose.

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

A Digital Sales Room is a private online space where sellers share all relevant content with buyers to streamline the sales cycle.

A follow-up is a communication sent after an initial interaction to continue the conversation, provide more value, or prompt a response.

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.

Email deliverability is the ability for your emails to successfully land in your recipients' inboxes instead of their spam folders.

A lead generation funnel is a systematic process that guides potential customers from initial awareness of your brand to becoming qualified leads.

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

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

Voice search optimization is the process of optimizing your content, SEO, and online listings to appear in and rank for voice-based searches.

SFDC stands for Salesforce Dot Com, a popular cloud-based CRM platform that helps companies manage their customer interactions and data.

A nurture campaign is a series of automated messages designed to build relationships with potential customers and guide them toward a purchase.

CRM integration connects your CRM software with other tools, creating a unified system for all your customer data and business processes.

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

Infrastructure as a Service (IaaS) is a cloud computing service that offers essential compute, storage, and networking resources on-demand.

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

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

Quality Assurance (QA) is the systematic process of ensuring a product or service meets specified quality standards from development to delivery.

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

Annual Recurring Revenue (ARR) is the predictable income a company expects to receive from its customers over a one-year period.

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

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

A drip campaign is a series of automated messages sent to prospects or customers over time to nurture leads and drive engagement.

Technographics is data that outlines a company’s technology stack, helping B2B teams identify prospects based on the software and hardware they use.

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

Sales compensation is the total pay a salesperson receives, including salary, commissions, and bonuses, structured to motivate performance.

An AI sales script generator is a tool that uses artificial intelligence to create personalized sales scripts for any outreach scenario.

Account View-Through Rate (AVTR) is the percentage of target accounts that see an ad and later visit your website without clicking on it.

Demographic segmentation divides a market into groups based on traits like age, gender, and income, allowing for more targeted marketing efforts.

A spiff is a short-term sales incentive, often a cash bonus, paid directly to a salesperson for selling a specific product or service.

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

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

Customer journey mapping is the process of creating a visual story of your customers' interactions with your brand across all touchpoints.

Data-driven marketing uses customer data to inform marketing decisions, optimize campaigns, and deliver personalized experiences to consumers.

An electronic signature is a digital method for getting consent on electronic documents. It's a legally binding way to sign agreements online.

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

Average Order Value (AOV) tracks the average dollar amount spent each time a customer places an order on your website or mobile app.

Deal closing is the final step in a sales cycle. It's when a prospect signs a contract and officially converts into a paying customer.

User testing involves observing real users interact with a product to identify usability issues and improve the overall user experience.

Learn about B2B marketing channels, including maximizing B2B channel effectiveness, & exploring digital vs. traditional channels.

Conversational intelligence (CI) is AI technology that analyzes customer conversations to find insights that help sales and support teams improve.

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

Learn about B2B marketing analytics, including key components of B2B marketing analytics, & getting started with B2B marketing analytics.

A sales script is a pre-written guide of talking points that helps salespeople navigate conversations with potential customers.

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

A soft sell is a low-pressure sales tactic that uses subtle persuasion and relationship-building to gently guide customers toward a purchase.

Adobe Analytics is a leading web analytics solution for gaining real-time insights into user activity across websites and mobile applications.

Robotic Process Automation (RPA) uses software bots to mimic human actions and automate repetitive, rules-based tasks on digital systems.

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

Direct mail is a marketing method where businesses send physical promotional materials directly to potential customers' mailboxes.

LPI, or Lead Per Inquiry, is a key metric that measures how many leads are generated from each inquiry in a marketing campaign.

A vertical market is a niche where businesses cater to a specific industry or group of customers with specialized needs, not the mass market.

Salesforce Object Query Language (SOQL) is a query language used to search your organization's Salesforce data for specific information.

Multi-touch attribution is a marketing analytics method that credits multiple touchpoints on the customer journey for a conversion.

Lead qualification is the process of determining which prospects are most likely to become paying customers based on predefined criteria.

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

A digital strategy outlines how your business will use online channels, data, and technology to achieve its goals and connect with customers.

A complex sale features a long sales cycle, multiple stakeholders, and a high-value transaction, demanding a strategic, consultative approach.

A sales kickoff (SKO) is an annual event for a sales team to celebrate wins, align on goals, and get motivated for the upcoming year.

Workflow automation uses rule-based logic to run a sequence of tasks that would otherwise require manual human effort to complete.

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

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

Fault tolerance is a system's ability to continue operating without interruption when one or more of its components fail.

Ad-hoc reporting is the creation of one-off reports to answer specific business questions as they arise, providing instant, targeted insights.

Upselling is a sales tactic encouraging customers to purchase a higher-end version of a product or related add-ons to boost revenue.

Sales pipeline management is the process of organizing, tracking, and managing potential deals through every stage of your sales funnel.

Account-Based Sales Development (ABSD) is a focused strategy where SDRs target key stakeholders within specific, high-value accounts.

“No Spam” is a commitment to sending only relevant, solicited messages. It means avoiding bulk, unwanted emails to respect the recipient's inbox.

Learn about B2B buyer intent data, including sources and types of buyer intent data, & key benefits of leveraging buyer intent data.

Marketing intelligence is gathering and analyzing data about your market, customers, and competitors to inform strategic marketing decisions.

Cold calling is a sales tactic where reps contact potential customers by phone who haven't previously expressed interest in their product or service.

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

A Request for Proposal (RFP) is a formal document that outlines a project's needs and invites qualified vendors to submit bids to complete it.

Cloud storage is a service model where data is stored on remote servers and accessed from the internet, rather than on a local drive.

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

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

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

Lightning Components is a UI framework for building dynamic web apps for mobile and desktop devices on the Salesforce Lightning Platform.

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

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

Regression testing ensures that new code changes don’t negatively impact existing features. It's a key step to maintain software quality after updates.

Email engagement measures how your audience interacts with your emails. It includes key actions like opens, clicks, replies, and forwards.

Learn about brag book, including crafting your outstanding brag book, essential components of a brag book, & brag book vs. resume: unveiling the differences.

A Request for Information (RFI) is a formal process for gathering information from potential suppliers before issuing a more detailed proposal.

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

A cloud-based CRM is a customer relationship management tool hosted online, letting teams access and manage customer data from anywhere.

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

Git is a distributed version control system that tracks changes in code, allowing developers to collaborate and manage project history effectively.

Google Analytics is a web analytics service that tracks and reports website traffic, offering insights into user behavior and marketing effectiveness.

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

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

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

A Customer Relationship Management (CRM) system is a tool that centralizes customer data to help manage interactions and nurture relationships.

A sandbox is an isolated testing environment where new or untrusted code can be run safely without affecting the host device or network.

Overcoming objections is the process of addressing and resolving a prospect's concerns or hesitations to move a sale forward.

Account-Based Everything (ABE) is a strategy aligning sales, marketing, and success teams to focus on a specific set of high-value accounts.

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

Account mapping is comparing your customer list with a partner's to find common prospects and unlock new sales opportunities.