Glossary

Key B2B terms defined - from ABM to webhooks

A B C D F I L M R V

A

a Sales Engagement Platform Sales engagement platforms automate outreach sequences across email, phone, and social. Learn what they do, key features, and how they fit your sales stack. → a Sales Pipeline A sales pipeline tracks deals through stages from lead to close. Learn how pipelines work, key metrics, and how to build one that drives revenue. → a Webhook? How Real-Time Data Works A webhook sends data automatically when an event happens. Learn how webhooks work, why they matter for B2B tools, and how teams use them. → ABM? Account-Based Marketing Guide ABM targets specific high-value accounts with personalized campaigns. Learn how it works, why it outperforms broad marketing, and how to get started. → an Identity Graph? Definition & Guide An identity graph links devices, emails, cookies, and offline data to real people. Learn how identity graphs power visitor identification and ad targeting. →

B

Buyer Intent? Signals & Data Buyer intent is the measurable likelihood that a prospect is ready to purchase. Learn the signals, scoring models, and how B2B teams act on intent. →

C

Conversion Rate? B2B Benchmarks Conversion rate measures what percentage of visitors take a desired action. Learn B2B benchmarks, how to calculate it, and what good looks like. → Customer Acquisition Cost (CAC) CAC measures how much you spend to acquire one customer. Learn how to calculate it, B2B benchmarks, and practical ways to reduce it without cutting quality. →

D

Data Enrichment? B2B Guide Data enrichment appends missing information to your existing records. Learn how it works, the types, and how B2B teams use it to improve sales outcomes. → Demand Generation Demand generation creates awareness and interest before buyers talk to sales. Learn how it works and what separates it from lead gen. →

F

First-Party Data? Why It Matters First-party data is information you collect directly from your audience. Learn why it's the most valuable data type and how to build a first-party strategy. →

I

ICP? Ideal Customer Profile Explained An ICP defines the characteristics of your best-fit customers. Learn how to build one, what data to include, and how it drives sales and marketing focus. → Intent Data? Definition & Guide Intent data reveals which companies and people are actively researching a purchase. Learn how it works, the types, and how B2B teams use it. →

L

Lead Generation? B2B Guide Lead generation is the process of attracting and capturing potential customers. Learn how modern B2B lead gen works beyond forms and gated content. → Lead Scoring? Models & Best Practices Lead scoring ranks prospects by sales-readiness using behavioral and firmographic data. Learn scoring models, common mistakes, and how to get started. →

M

Marketing Attribution? Models Explained Marketing attribution identifies which channels drive revenue. Learn first-touch, last-touch, multi-touch models, and why most B2B attribution is broken. → Match Rate in Visitor Identification Match rate is the percentage of website visitors a tool can identify. Learn what affects it, what good looks like, and how to compare vendors. → MQL vs SQL: Definitions & Differences MQLs show marketing interest. SQLs are sales-ready. Learn the definitions, how to set criteria, and why the handoff between them breaks most pipelines. →

R

Reverse IP Lookup Reverse IP lookup identifies which companies visit your website by matching IP addresses to business records. Learn how it works and its limitations. →

V

Visitor Identification? Definition & Guide Visitor identification reveals who visits your website without forms. Learn how it works, why it matters for B2B, and how teams use it. →