Marketing Attribution

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

Video email involves embedding a short video directly into an email. This lets recipients watch your message without leaving their inbox.

Going dark is when a once-responsive prospect suddenly stops all communication, leaving you wondering what went wrong.

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

Analytics platforms are tools that collect and analyze data from various sources, helping businesses track key metrics and make informed decisions.

Account match rate is the percentage of target accounts successfully identified and matched against a specific database or data provider.

Sales pipeline velocity is a metric that measures how quickly deals move through your sales funnel to generate revenue for your business.

An early adopter is a user who embraces a new product or technology before the majority, helping to validate and popularize the innovation.

A needs assessment is the process of identifying the gap between a company's current state and its desired future state.

A Sales Director leads a sales team, develops strategies, and is responsible for meeting a company's revenue targets.

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

Learn about business intelligence in marketing, including the role of data in marketing BI, key components of marketing BI, & marketing BI vs. market research.

Video messaging involves sending short, personalized video clips to prospects or customers, replacing traditional text-based communication.

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

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

Feature flags let you remotely control features in your app without new code. This enables safe testing, gradual rollouts, and quick rollbacks.

A Value-Added Reseller (VAR) is a company that adds features or services to an existing product, then resells it as an integrated solution.

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

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

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

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

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

Intent-based leads are potential customers whose online actions—like searches or content engagement—signal a clear interest in buying a solution.

Contact data is the set of details, like names, emails, and phone numbers, used to get in touch with a person or business for outreach.

Event tracking is the method of collecting data on specific user actions, or 'events,' on a website or app, such as clicks or downloads.

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

Learn about brand equity, including understanding its importance, building strong brand equity, measuring brand equity, & real-world applications.

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

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

X-Sell, or cross-selling, is a sales strategy of selling additional, related products or services to an existing customer base.

Sales performance metrics are key data points that measure a sales team's effectiveness in achieving its goals and driving revenue.

A conversion path is the journey a visitor takes to complete a desired goal, such as making a purchase, filling out a form, or subscribing.

Cross-selling is a sales tactic of encouraging customers to purchase products or services that are related to what they're already buying.

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

Lead conversion is the process of turning a prospect into a customer by getting them to complete a desired action, such as making a purchase.

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

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

Sales rep training is the process of equipping your sales team with the skills, knowledge, and tools to effectively sell and hit their targets.

Segmentation analysis is the process of dividing a broad market into smaller, distinct groups of consumers with similar needs or characteristics.

A Unique Selling Point (USP) is the distinct feature or benefit that sets your product, service, or brand apart from the competition.

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

Data cleansing, or data scrubbing, is the process of detecting and correcting inaccurate records from a dataset to improve data quality.

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

Price optimization is the process of finding the ideal price for a product or service to maximize profitability or other business objectives.

A sales strategy is a comprehensive plan that outlines how a business will sell its products or services to achieve its revenue goals.

Account-Based Analytics measures engagement and impact across target accounts, not just individual leads, to guide B2B sales and marketing efforts.

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

Affiliate marketing is a performance-based model where affiliates earn a commission for promoting another company’s products or services.

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

Data privacy is an individual's right to control their personal information, including how it's collected, processed, stored, and shared.

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

A Content Management System (CMS) is software for creating, managing, and modifying website content without needing specialized technical skills.

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

A Data Management Platform (DMP) is a tech platform used to collect and manage data, mainly for digital marketing and advertising campaigns.

A Statement of Work (SoW) is a document that outlines a project's scope, deliverables, and timeline. It acts as a contract between parties.

Customer Success is a business strategy focused on proactively helping customers achieve their goals with your product or service.

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

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

Content Rights Management involves controlling the use and distribution of copyrighted digital media to protect intellectual property.

A Proof of Concept (PoC) is a small exercise to test whether a business idea or project is technically feasible and has real-world potential.

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

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.

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.

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

Learn about buyer behavior, including understanding the buyer's journey, influencing factors in buyer behavior, & buyer behavior and marketing strategy.

Learn about business continuity, including understanding key components, steps to ensure continuity, common challenges, & best practices.

Cybersecurity is the practice of protecting computer systems, networks, and data from digital attacks, theft, and unauthorized access.

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

Learn about bad leads, including identifying bad leads, warning signs of bad leads, impact of bad leads on sales, & strategies to minimize bad leads.

A Data Management Platform (DMP) is a software that collects and organizes audience data from various sources for targeted marketing efforts.

Freemium is a business model offering a product's basic features for free, while charging for advanced or supplemental features.

Learn about brand awareness, including understanding its importance, building an effective strategy, key metrics to track, & examples in the real world.

Pipeline management is the process of tracking and managing potential customers as they move through the different stages of your sales process.

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

Direct-to-Consumer (DTC) is a business model where companies sell products directly to customers, bypassing traditional retail middlemen.

Cost Per Impression (CPI) is the price an advertiser pays for each time their ad is displayed to a user, irrespective of clicks.

A triggered email is an automated message sent to a user in response to a specific action or event, like signing up or making a purchase.

Outbound leads are potential customers a business proactively contacts through outreach like cold calls, emails, or social media.

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

Order management is the end-to-end process of tracking customer orders from placement to fulfillment, ensuring a seamless customer experience.

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

A Product Qualified Lead (PQL) is a user who has experienced a product's value, signaling a strong potential to convert to a paid customer.

Data mining is the process of discovering patterns, trends, and useful information from large datasets to make better business decisions.

Personalization in sales means tailoring outreach to a prospect's specific needs, interests, and context to make communication more relevant.

Phishing attacks are fraudulent attempts to trick you into revealing sensitive data like passwords or financial info by posing as a trusted source.

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

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.

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

Learn about B2C2B, including how B2C2B transforms sales, key strategies for B2C2B success, & differences between B2C2B and B2B2C.

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

A Customer Data Platform (CDP) is software that gathers and organizes customer data from various touchpoints into a single, unified profile.

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

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

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

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

Platform as a Service (PaaS) is a cloud model where a provider delivers a platform for users to develop, run, and manage applications online.

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

Sentiment analysis, or opinion mining, automatically determines the emotional tone behind text—whether it's positive, negative, or neutral.

Average Revenue per Account (ARPA) is the average revenue generated from each customer account, usually measured on a monthly or annual basis.