The B2B Marketer’s Dictionary: Terms and Definitions You Need to Know

In the rapidly evolving marketing landscape, new terms, buzzwords and acronyms are popping up constantly. Sometimes, it’s hard to keep pace. That’s why we’ve assembled a comprehensive list of terms and their definitions that B2B marketers should know.

Bookmark this page and revisit it the next time someone throws out a term you’re not familiar with. If there’s a term we missed or if you’re looking for a definition of a term that’s not on this list, let us know in the comments below.

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Account Based Marketing (ABM): a strategic go-to-market approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.

Account Development Representatives (ADR): a type of inside sales rep who solely focuses on prospecting into target accounts.

Account expansion: the process of growing revenues within an existing customer account through up-selling, cross-selling or selling to different subsidiaries within a parent company.

Account funnel: is a visualization for breaking down the stages an account goes through during the sales process. From top to bottom, the accounts funnel stages are: target account, no engagement, awareness, Marketing Qualified Account (MQA), opportunity, and customer.

Account hierarchies: a system that shows the association of subsidiaries within one global view of a company through a Parent Account field in your CRM.

Active demand: the second stage of SiriusDecisions Demand Unit Waterfall®, this stage measures the number of demand units that are either in the market or need to be in the market for your solutions.

Activity metrics: numbers or stats that look at the day-to-day activities of your sales and marketing teams.

Account scoring: a methodology used to rank accounts and help predetermine their propensity to buy. Account scoring is usually measured in “engagement minutes” and takes into account many different dimensions, such as title, job level, department, content consumed, actions taken, etc.

Algorithmic attribution models: this attribution model uses statistics and machine learning to determine and assign credit for touches in the journey.

Attribution analytics: a broad set of metrics and data analysis that explains the connection between marketing campaigns and ultimate business outcomes.

Attribution model: attribution models tell your analytics program how to weigh the importance of different touch points. There are six major types of model: first touch, last touch, linear, time-decay, position-based and custom.

Automatic transition: a transition rule in the account journey when engagement data causes the account to progress to the next stage automatically.

Awareness: when an account interacts with your company in some way, from visiting the website, replying to emails, or attending events. This account- level metric answers the question “are the target accounts aware of your company and its solutions?”

Balance: in the context of account journey analytics, it’s the number of accounts in a particular stage at any one point in time.

Benchmark: measurements that dicate a specific performance metric and allow comparison of metrics between like applications, websites, or companies.

Campaign influence: a metric that measures how multiple campaigns influence single opportunities or outcome.Channel: the people, organizations, and activities that transfer the ownership of goods or information from one point and deliver it to the point of consumption.

Click through: a click on a link, which leads to another website or section of a website.

Closed opportunity: an opportunity that has fallen out of the pipeline due to either winning or losing the deal.

Closed opportunity (stage): the last stage of SiriusDecision’s Demand Unit Waterfall® where you have successfully closed the opportunity and realized revenue.

Conversion: the point at which an activity or response to a call-to-action fulfills the desired outcome (i.e. subscribing to a newsletter or purchasing a product).

Coverage: this account-level metric answers the question “do you have sufficient data, contacts, and account plans for each target account?”

Cost metrics: numbers or stats that look at the cost of a certain outcome.

Customer: accounts with closed, won opportunities.

Customer journey: the complete sum of experiences and interactions that a customer goes through when making a purchasing decision.

Dataset: a dataset contains a set of source data, specially formatted and optimized for interactive exploration.

Deal nurture: the process of identifying stalled opportunities and orchestrating relevant interactions between Marketing and Sales to accelerate deals and improve win rates.

Descriptive marketing analytics: a set of metrics and data analysis that describes and shows what’s happening in the data set without providing any specific information about why it might be happening or what you should do about it.

Demand generation: the focus of marketing programs to drive awareness and interest in a company’s products and/or services.

Demand unit: as defined by SiriusDecisions, this is a buying group that has been organized to address a need the organization is challenged with.

Diagnostic marketing analytics: a set of metrics and data analysis that explains why something is happening, as in provides a diagnosis.

Direct transition: a transition rule in the account journey when someone updates a CRM field.

Disqualified account: an account that previously displayed behavior indicating it is appropriate to actively market to, however it has been determined by the sales team that it is not a good fit for your product or solution.

Domain-based matching: the process of mapping leads to the respective accounts based on matching the domain name in the email address.

Engaged demand: the third stage of SiriusDecisions’ Demand Unit Waterfall®, when one or more member(s) of the demand unit responds to a marketing, tele or sales stimulus.

Engagement: engagement is the most fundamental metric in ABM. This account-level metric answers the question “are the right people at the account spending time with your company, and is that engagement increasing over time?”

Flow: in the context of account journey analytics, it’s the type of data that changes over time and refers specifically to accounts moving or “flowing” through the account stages over time.

Forecasting: the process of estimating future sales, which enables companies to make informed business decisions and predict performance.

Engagement analytics: an analytical approach for measuring relationship quality, usually expressed in minutes.

First-touch attribution model: this is an attribution model that assigns full outcome credit to the first account interaction.

Fractional attribution models: this attribution model recognizes multiple touches across multiple people at target accounts. It allocates a fraction of outcome value to individual touches.

Impact: this account-level metric answers the question “how are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores?”

Impression: the number of times an asset or piece of content is seen.

Indirect transition: a transition rule in the account journey when someone does something that triggers a stage change.

Land and expand: a customer acquisition strategy by which you first land a deal with a customer, then you expand into different opportunities at that same company.

Lead funnel: is a visualization for breaking down the stages in demand generation that a lead goes through during the sales process.

Journey analytics: define stages of customer journeys, track progress toward intended outcomes, and measure key metrics including balance, flow, conversion, and velocity.

Key Performance Indicators (KPIs): a type of performance measurement that demonstrates how effectively a company is achieving key business objectives over time.

Keyword: in search engine optimization, the particular word or phrase that describes the contents of a web page. Keywords serve as clues or shortcuts that summarize the content of a page and help search engines match pages with searches.

Lead-to-account matching (L2A): the process of matching leads to their respective accounts in your CRM.

Last-touch attribution model: this is an attribution model that assigns full outcome credit to the last account interaction.

Lost account: target account that has reached the end of a sales cycle with you but did not buy.

Marketing Qualified Account (MQA): the subset of your ideal customer targets (accounts or demand units) with engagement levels indicating possible sales readiness.

Measure: a measure is a quantitative value — like revenue and exchange rate. You can do the math on measures, such as calculating the total revenue and minimum exchange rate.

Multi-touch attribution: an attribution model that uses different weights in order to allocate credit to multiple campaigns along the buyer’s journey.

New visitor: a visitor who has reached a site for the first time. This is important in comparison with return visitors as an indication of loyalty and site value.

Opportunity: pending deals that are in an active sales cycle.

Pipeline: the estimated dollar value of all open opportunities.

Pipeline opportunity: the sixth stage of SiriusDecisions’ Demand Unit Waterfall® when Sales is able to assign a close date and dollar value to an opportunity.

Pipeline velocity: the pace at which opportunities move through the sales pipeline.

Post-sale customer journey: the complete sum of experiences and interactions that happen after the post of sales.

Predictive marketing analytics: a variety of statistical techniques from predictive modeling, machine learning, and data mining that analyze current and historical marketing data to make predictions about future business performance or otherwise unknown events.

Prescriptive marketing analytics: a variety of statistical and data analysis techniques dedicated to finding the best course of action for a given situation.

Programmatic ABM: a one-to-many style of Account Based Marketing that targets desired accounts without dedicated personalization and customization.

Prioritized demand: the fourth stage of SiriusDecisions’ Demand Unit Waterfall®, the level of engagement from the demand unit has reached a threshold that justifies additional interactions from tele or sales resources.

Qualified demand: the fifth stage of SiriusDecisions’ Demand Unit Waterfall® when, based on interactions with demand unit members, the fit and urgency of prospect needs, as well as potential purchase resources and willingness to engage have been verified.

Reach: this account-level metric answers the question “are marketing programs reaching the target accounts? How much waste is there?”

Recycled account: target accounts that became an engaged account but were not ready to become an opportunity.

Return on Investment (ROI): a metric used to measure the amount of return on an investment relative to the investment’s cost. ROI = (gain from investment — cost of investment)/cost of investment.

Returning visitor: a visitor who can be identified with multiple visits, through cookies or authentication.

ROI analytics: a variety of statistical data analysis and metrics that measure the “return on investment” of a specific marketing investment or campaign by marking a connection between the investment and the business outcome.

Sales accepted account: target accounts where Sales/Account Development Representatives (SDRS/ ADRs) have set up meetings, but Account Executives have not ascertained if opportunities exist.

Scale ABM: a one-to-few style of Account Based Marketing for accounts that are strategic but don’t warrant top-tier investment.

Single-source attribution model: this model assigns 100% credit to one touch.

Strategic ABM: a style of Account Based Marketing that directly engages strategic target accounts with highest revenue potential.

Target account: a company that you have specifically named as high-value and will be the center of your ABM efforts.

Target demand: the first stage of SiriusDecisions’ Demand Unit Waterfall®, this is the size of the target market and defines the number of potential demand units you believe exist for a solution in the market.

Timely engagement model: in the context of modeling the account journey after the initial sale, this model emphasizes the importance of ongoing and timely customer engagement throughout the customer lifecycle.

Unified account strategy: in the context of Account Based Marketing, this strategy emphasizes the close coordination between all stakeholders, such as marketing, sales and customer success.

Vanity metrics: numbers or stats that look good on paper, but on their own don’t necessarily directly correlate with important business metrics. Examples of vanity metrics are pageviews, re-tweets, content downloads, etc.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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