What is funnel marketing?

Funnel marketing is the operating model in which marketing programs are organized around the stages of a buyer journey, from unaware prospect at the top to closed-won customer at the bottom. The funnel is the diagnostic and planning tool that lets the team see where buyers enter, where they convert, and where they drop, so that programs can be tuned to fix the leakiest stages. Funnel marketing is decades old in concept and has evolved with ABM, intent data, and account-level analytics into something more sophisticated than the linear model marketers learned in 2010.

What is Account Engagement? A 2026 ABM Field Guide

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What is account engagement?

Account engagement is the aggregate measurement of how actively a target account is interacting with a company across all channels and contacts. It rolls up website visits, content downloads, email engagement, ad responses, sales conversations, and any other signal into a single account-level score that tells the revenue team whether the account is warming up, cooling down, or stable. Account engagement is to ABM what lead scoring is to demand generation: the leading indicator that drives prioritization.

What is Multi-Touch Attribution? A 2026 B2B Guide

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What is multi-touch attribution?

Multi-touch attribution, or MTA, is the practice of distributing credit for a revenue outcome across the multiple marketing touches that contributed to it, rather than crediting any single touch in isolation. It is the standard analytical model for B2B teams operating against pipeline because B2B buyers touch many artifacts before becoming an opportunity, and crediting only the first or last touch under-reports the work that actually moves the deal.

What is Marketing Attribution? A 2026 Field Guide

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What is marketing attribution?

Marketing attribution is the practice of assigning credit for a revenue outcome (a lead, an opportunity, a closed-won deal, an expansion) to the marketing touches that contributed to it. It is how a B2B team answers the question: which channels, campaigns, and content actually drove the pipeline we just closed? Attribution is not the same as measurement; it is the specific discipline of connecting touches to outcomes through a defensible model.

What is Pipeline Marketing? A 2026 B2B Field Guide

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What is pipeline marketing?

Pipeline marketing is the practice of running marketing programs against a pipeline target rather than a lead target, with shared accountability between marketing and sales for the dollars created and the dollars closed. It is the operational expression of the revenue marketing operating model: the team plans, executes, and reports against pipeline contribution. The unit of work is an opportunity, not a lead, and the unit of reporting is dollars, not list count.

What is a Go-to-Market Strategy? A 2026 Field Guide

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What is a go-to-market strategy?

A go-to-market strategy, or GTM strategy, is the written plan for how a company will reach a defined buyer, win that buyer's business, and keep that buyer over time. It defines the ideal customer profile, the value proposition, the pricing and packaging, the channels of acquisition, the sales motion, and the customer success motion in a single coherent document. A good GTM strategy answers four questions in order: who buys, why they buy, how we reach them, and how we keep them.

What is Revenue Marketing? A 2026 B2B Operating Guide

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What is revenue marketing?

Revenue marketing is the operating model in which the marketing team is measured, planned, and compensated against pipeline and revenue rather than against leads or activity. It treats marketing as a revenue-producing function, with shared targets, a shared funnel, and shared accountability with sales and customer success. The category emerged in the early 2010s as the limits of MQL-counting became obvious; it accelerated with the rise of ABM, intent data, and integrated revenue platforms; and by 2026 it is the default operating model for most B2B SaaS organizations above a few million in ARR.