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Glossary

Discover our library of expert definitions for the top B2B digital marketing terms
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Sales Funnel
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Mid Funnel Marketing
Mid funnel marketing is the process of guiding potential clients through the consideration phase of the buying journey.
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 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 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.
Relationship Funnel
The relationship funnel, also referred to as the client relationship funnel or CRM funnel, illustrates the buyer’s journey from the initial awareness stage to becoming a loyal, long-term client.
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.
Marketing Qualified Account (MQA)
Marketing Qualified Accounts (MQAs) are businesses or organizations that have been identified as having a higher likelihood of becoming a client based on specific criteria.
Marketing Qualified Lead (MQL)
Marketing Qualified Leads (MQLs) are potential clients who have demonstrated a certain level of interest in a company’s product or service based on their engagement with marketing efforts.
Marketing Leads
Marketing leads are potential clients who have shown interest in a company’s products or services.
Marketing Funnel
A marketing funnel, also known as a sales funnel, is a visual representation of the process a business uses to attract and convert prospects into paying clients.
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.
Dark funnel
The dark funnel collates the anonymous and untraceable online behavior of potential leads, with strategies and tactics used to track and engage with them throughout their buyer’s journey.
Content Marketing Funnel
The content marketing funnel is a model used by businesses to guide clients through the various stages of the buyer’s journey.
Consideration Phase
The consideration phase refers to the second stage of the buyer’s journey, where potential clients are actively evaluating different solutions to their problem or need.
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.
Bottom of Funnel (BOFU)
Bottom of Funnel (BOFU) refers to the final stage of the sales funnel, where a prospect has shown intent to make a purchase and is close to becoming a paying client.
Middle of Funnel (MOFU)
The middle of funnel (MOFU) stage is the second step of the traditional three-part sales funnel process.
Top of Funnel (TOFU)
The top of funnel (TOFU), also known as the awareness stage, is the first step in the buyer’s journey.
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.