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Glossary

Discover our library of expert definitions for the top B2B digital marketing terms
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Lead Generation
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Unique Value Proposition (UVP)
A unique value proposition (UVP) represents the distinct value that sets a product or service apart from competitors.
User Experience (UX)
User Experience (UX) refers to the overall experience of users with a product or service, particularly in terms of usability and accessibility.
Targeted Display
Targeted display, also known as programmatic advertising, is a digital marketing approach that utilizes advanced technology and data-driven algorithms to deliver customized and relevant advertising content to specific audiences.
Service Level Agreement (SLA)
A service level agreement (SLA) is a contractual agreement between a service provider and a client, outlining the specific parameters and expectations for the delivery of services.
Sales and Marketing Alignment
Sales and marketing alignment is a strategic approach that aims to foster a harmonious and collaborative relationship between the sales and marketing teams within an organization.
Sales Qualified Lead (SQL)
A Sales Qualified Lead (SQL), commonly referred to as an SQL, signifies a lead who has progressed through the lead qualification process, displaying a high level of interest, engagement, and readiness to purchase an organization’s offerings.
Sales Follow Up
Sales follow-up is a crucial aspect of the sales process that involves engaging clients after an interaction to foster relationships, address concerns, and ultimately secure business deals (it can also refer to post-sales initiatives).
Sales Enablement
Sales enablement is a comprehensive and strategic approach that focuses on equipping client-facing sales teams with the necessary resources, tools, and knowledge to enhance their productivity, efficiency, and overall effectiveness in driving sales and client success.
Sales Development Representative (SDR)
A Sales Development Representative (SDR), is a key role within the sales department of an organization.
Revenue Operations (RevOps)
Revenue Operations, often referred to as RevOps, is an innovative approach to business operations that focus on driving client-centric growth and optimizing revenue generation by aligning and integrating various departments within an organization.
Recession Marketing
Recession marketing refers to strategies and tactics applied during an economic downturn to help businesses navigate unfavorable economic conditions while maintaining or driving growth with their market share.
Qualified Lead
A qualified lead is a prospect who has been evaluated and determined to have a higher probability of converting into a paying client.
Programmatic Display
Programmatic marketing refers to digital marketing initiatives that leverage the automated buying and selling of digital advertising space, on platforms that utilize algorithms and real-time data to identify audiences, select the ad that most closely matches their profiles from an inventory, and optimize its placement for maximum effectiveness.
Product Marketing
Product marketing is a strategy that focuses on promoting and positioning a product or service in the market.
Lead Magnet
A lead magnet is a valuable offer or piece of content that companies use to attract potential clients and capture their contact information, such as an eBook, webinar, or free trial.
Lead Generation Tactics
Lead generation tactics are the strategies and techniques businesses use to attract potential clients and motivate them to indicate interest in their products or services.
Lead Funnel
The lead funnel, also known as the sales funnel, is a metaphorical representation of the buyer’s journey of leads, from initial awareness of a product to the final purchase decision.
Lead Distribution
Lead distribution refers to the process of assigning leads to different sales representatives or teams based on criteria such as geography, industry, or lead score, in order to ensure a high-quality experience.
Inbound Leads
Inbound marketing is a strategy to attract leads for your business through the creation of valuable content and experiences that align with their interests and needs.
Call to Action (CTA)
A call to action (CTA) is a marketing technique used to prompt an immediate response from potential clients.
Buyer’s Journey
The buyer’s journey is a fundamental concept in B2B marketing that describes the process prospects go through before making a purchase.
Top of Funnel (TOFU)
The top of funnel (TOFU), also known as the awareness stage, is the first step in the buyer’s journey.
Buyer Persona
A buyer persona is a fictional representation of a specific client segment (usually a decision maker, or influencer) that is used to guide marketing and sales strategies.
Lead Qualification
Lead qualification is the process of evaluating leads based on certain criteria, such as their level of interest, budget, and authority, to determine their alignment with a company’s target, and readiness to purchase.
Lead Conversion
Lead conversion refers to the process of turning a potential customer, or lead, into a paying client, by guiding them through the sales funnel and nurturing them with targeted marketing efforts.
Lead Scoring
Lead scoring refers to the process of evaluating and ranking leads according to their positioning in the sales funnel and their perceived value for the company.
B2B Marketing
B2B (business-to-business) marketing refers to marketing initiatives conducted by businesses that sell their products or services to other businesses, instead of end consumers (as is the case of business-to-consumer, B2C).
B2B Buyer Journey
A B2B (business-to-business) buyer journey refers to the process that a business client goes through to research, evaluate, and ultimately make a purchase decision for a product or service from another business.
Outbound Marketing
Outbound marketing, also known as traditional marketing or interruption marketing, is a promotional strategy employed by businesses to reach out and engage with potential clients.
Lead Verification
Lead verification is the process of confirming the authenticity and accuracy of information provided by potential clients, usually sourced from online forms, email inquiries, or phone calls.
Lead Generation Strategy
A lead generation strategy is a set of tactics and processes used to identify prospects and gather information about them in order to nurture relationships and convert them into paying clients.
Lead Generation Marketing
Lead generation marketing is the process of identifying and cultivating potential clients for a business.
Lead Generation
Lead generation is the process of identifying and attracting potential clients for a business’s products or services.
Lead Database
A lead database is an organized collection of information on your generated leads, containing data such as their contact details, demographic characteristics, behavioral traits, and general preferences, among other data deemed relevant by the business.
Inbound Marketing
Inbound marketing is a strategy to attract leads for your business through the creation of valuable content and experiences that align with their interests and needs.