Glossary

Key B2B terms defined - from ABM to webhooks

A B C D F I L M R V

A

a Sales Engagement PlatformSales 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? Meaning, Stages, and MetricsA sales pipeline is every open deal organized by stage, from qualified lead to closed-won. See pipeline stages, SaaS stages, coverage, velocity and attribution.→a Webhook? How Real-Time Data WorksA 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 GuideABM targets specific high-value accounts with personalized campaigns. Learn how it works, why it outperforms broad marketing, and how to get started.→an ICP? Meaning in Sales, Examples and TemplateICP stands for Ideal Customer Profile: the type of company that gets the most value from your product. Meaning in sales, examples and a free template.→an Identity Graph? Definition and ExamplesAn identity graph links emails, device IDs, cookies and IPs to one person, household or company. See a worked example, the main types and how marketers use it.→

B

Buyer Intent: Meaning, Signals, Types, and MeasurementBuyer intent (buying intent) is evidence that a person or account is evaluating a purchase now. See the signals, data types, scoring and contact-level intent.→

C

Conversion Rate: Formula, B2B Benchmarks, and DashboardConversion rate = conversions divided by visitors, sessions or clicks, times 100. See which denominator to use, B2B benchmarks, ad rates and dashboard metrics.→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 GuideData 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? 2026 Guide for B2B TeamsDemand 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: Meaning, Types, Examples, and BenefitsFirst-party data is information you collect directly from your own audience on channels you own. Types, examples, collection methods, benefits and B2B uses.→

I

Intent Data? Definition & GuideIntent 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 GuideLead 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 PracticesLead 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 ExplainedMarketing 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 IdentificationMatch 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 & DifferencesMQLs 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? Definition & 2026 GuideReverse IP can mean hosted-domain discovery, reverse DNS or company identification. Learn the differences and when to use an IP-to-company API.→

V

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