A go-to-market (GTM) strategy is your comprehensive plan for how you will reach target customers, convince them your product solves their problems, and win their business. It describes your target market, your value proposition, your marketing and sales approach, your channel strategy, and your competitive positioning. A GTM strategy is the bridge between product and revenue.
First-party intent data is information about prospect behavior on your own properties - website visits, content downloads, pricing page views, demo requests, email engagement - that reveals buying interest and intent. Unlike third-party intent data which comes from external sources, first-party data comes directly from your own digital properties and customer interactions.
Demand generation and account-based marketing (ABM) are two distinct B2B growth strategies optimized for different business models and sales organizations. Demand generation focuses on building pipeline broadly - creating awareness and interest across a wide addressable market and feeding sales with high-volume leads. ABM focuses on concentrating sales and marketing effort on a smaller set of high-value target accounts. Both can be effective, and many mature companies run both in parallel.
A customer data platform (CDP) is software that unifies customer data from multiple sources - CRM, marketing automation, web analytics, ads, email - into a single, comprehensive customer view. Instead of customer data being scattered across disconnected systems, a CDP consolidates it into one source of truth. This unified view enables personalized customer experiences, accurate analytics, and coordinated marketing across channels.
Buyer intent data is information about which companies are actively researching, evaluating, or preparing to make a purchase in a specific product category. Rather than reaching out to all companies that fit your ICP, intent data lets you target companies that are currently buying, dramatically improving response rates and closing probability.
A B2B personalization engine is software that automatically customizes website experiences, emails, landing pages, and ads for each visitor or customer based on their account attributes, behavior, intent signals, and role. Rather than requiring manual creation of dozens of page variations, a personalization engine dynamically customizes experiences in real-time based on rules and data.
Account scoring is a systematic method of ranking companies based on their likelihood to become customers, using firmographic attributes, behavioral signals, and buying intent indicators. Instead of treating all potential customers equally, account scoring focuses your sales team's effort on the companies most likely to close, improving sales productivity and deal quality.
Account-based experience (ABX) is a go-to-market approach that delivers personalized, coordinated messaging and product experiences to target accounts across every customer touchpoint - website, email, ads, sales conversations, and product interface. Unlike account-based marketing (ABM) which focuses narrowly on marketing orchestration, ABX extends coordination to the entire customer experience ecosystem, treating each target account as a unique market of one.
ABM orchestration is the coordination of marketing and sales campaigns and messages across all touchpoints for a target account, ensuring consistent, sequential messaging that moves the account toward conversion. While account-based marketing identifies and targets specific high-value accounts, ABM orchestration ensures all interactions with those accounts are coordinated, not scattered.
An intent signal is a behavioral indicator showing that an account or individual is actively researching, evaluating, or preparing to make a purchase in a specific product category. Intent signals separate companies in active buying cycles from the broader pool of companies that may fit your profile but are not currently buying. This timing distinction is critical: even perfect prospects are low-probability targets unless they are in an active evaluation window.
B2B personalization is the practice of tailoring marketing messages, product experiences, and sales interactions to align with the specific needs, company attributes, and use cases of individual accounts and buyers. Rather than delivering uniform messaging to all prospects, personalization adjusts content, product behavior, and outreach based on what you know about each account's industry, size, buying stage, and priorities.
UK B2B teams are drowning in data: website analytics, email metrics, CRM signals, LinkedIn engagement. Yet most rely on guesswork to determine which accounts are actually buying. Intent data solves this: it reveals in-market accounts actively researching solutions like yours.