B2B attribution assigns credit to marketing activities and sales touchpoints that influenced a deal. It answers: Which campaigns generated the lead? Which content shaped the decision? Which sales activities accelerated the close? B2B attribution is harder than its B2C counterpart because buying involves multiple stakeholders, long cycles, and many touchpoints across months.
The dark funnel is the invisible portion of a prospect’s buying journey that happens outside your systems. It includes Slack conversations, internal emails, WhatsApp discussions, competitor website visits, review site browsing, and offline conversations that influence purchase decisions but never appear in your CRM or analytics platform.
Total Addressable Market is the total revenue opportunity available within a market segment that your product can address. It’s a ceiling: if your company achieved 100% market share of a specific customer segment, TAM is what you’d capture. TAM sizing shapes investment decisions, growth strategy, and revenue targets.
Your Ideal Customer Profile is a detailed description of the company that gets the most value from your solution and closes most efficiently. An ICP is not a persona (which describes an individual buyer); it describes the organization itself. It’s built from your best customers, prospects with the shortest sales cycles, and accounts that stay longest and expand fastest.
Firmographic data describes the characteristics of a company itself. Think of it as demographic data for businesses. Where demographic data answers questions about an individual (age, income, location), firmographic data answers questions about organizations (industry, size, revenue, location, ownership structure). Firmographic attributes are the foundation of account selection and segmentation.
Buyer intent signals are specific, observable indicators that a prospect or account is in active evaluation mode. They answer the question: “Is this person actually considering a purchase?” Intent signals range from obvious (downloading your comparison guide) to subtle (visiting your competitor’s pricing page) to structural (your technology appearing in their tech stack for the first time).
Intent data captures real-world signals that a prospect or account is actively evaluating solutions in your space. These signals reveal when someone is in the market to buy, what problems they’re investigating, and which vendors they’re comparing. Intent data transforms cold targeting into warm outreach.
Account-Based Marketing is a focused B2B strategy where marketing and sales teams collaborate to identify, target, and nurture a defined set of high-value accounts using personalized campaigns and messaging. Rather than casting a wide net, ABM concentrates resources on accounts that match your ideal customer profile, delivering customized experiences at every touchpoint.
Terminus and Abmatic both serve growth-stage and mid-market companies, but they have different approaches. Terminus combines ABM with demand generation capabilities. Abmatic specializes in privacy-first intent data and account expansion. Understanding these differences helps you choose.
RollWorks and Abmatic both serve growth-stage and mid-market companies implementing ABM. But they have different strengths. RollWorks is a full ABM platform with advertising integration. Abmatic is a focused intent data and account expansion specialist. Understanding these differences helps you choose.
Demandbase and Abmatic serve different roles in the ABM ecosystem. Demandbase is a full-stack platform combining account selection, intent data, advertising, and campaign orchestration. Abmatic is a specialized intent data and account expansion platform. Understanding these differences helps you choose the right tool.
The intent data market splits into two camps: third-party data aggregators (like 6sense) and first-party data specialists (like Abmatic). Understanding the difference is crucial for choosing the right platform.