Programmatic ABM uses automation, algorithms, and first-party data to deliver personalized marketing to hundreds or thousands of accounts simultaneously. Instead of manually building an account plan for 20 VIP prospects (1-to-1 ABM), programmatic ABM identifies, scores, and nurtures thousands of high-fit accounts through automated workflows, real-time ad targeting, and dynamic content.
Pipeline coverage is the ratio of total open pipeline opportunity value to sales quota. If your team has a $1M quota and $3M in open opportunities, coverage is 3x. This metric tells you whether you’re likely to hit your number.
Lead scoring is a system that assigns points or ranks to prospects based on their likelihood to buy. Each interaction-email opens, content downloads, website visits, job title-adds points. When a prospect crosses a threshold (50 points, for example), they’re handed to sales as a “sales-qualified lead” (SQL).
First-party data is information customers knowingly share with you: email signups, form fills, CRM records, website behavior, purchase history, support tickets. It’s your data, not third-party vendors’. Zero-party data (explicit preference sharing) is the premium version.
Firmographic data describes a company’s foundational business characteristics: annual revenue, employee headcount, industry, geography, funding stage, and legal structure. It’s the demographic equivalent for B2B-the baseline facts you use to identify which companies even belong in your target account list.
Demand capture is reaching prospects who are actively searching for solutions. You’re not creating demand; you’re capturing existing demand when it matters most.
Dark social is traffic and influence that happens outside your tracking-copy-pasted URLs in Slack, forwarded emails, shared PDFs, WhatsApp messages, phone calls referencing your content. A sales rep shares a blog post with a prospect by email, they discuss it over lunch, and the prospect’s colleague tries to find it weeks later but can’t remember the URL. You lost attribution credit for a massive deal influence.
B2B retargeting is showing ads to companies (not just individuals) who have visited your website. When an employee from Acme Corp visits your site, their company gets added to a retargeting list, and ads follow across LinkedIn, Google, and display networks. By the time multiple people from Acme see your ads, momentum builds.
A buying committee is the group of people inside a customer organization who evaluate, approve, and execute a purchase. In B2B, it’s rarely one person. A typical mid-market SaaS deal involves a VP of Sales (champion), Director of Ops (evaluator), CFO (budget holder), IT Security (gatekeeper), and CRO (executive sponsor). Each has veto power.
Demand generation has fragmented into at least four distinct problems: identifying who to target, personalizing the experience when they engage, executing the campaigns and outreach, and measuring what actually drove pipeline. No single platform solves all four equally well.
The intent data market has consolidated around five core platforms: 6sense, Bombora, Demandbase, Clearbit, and Warmly. But each vertical has different buyer profiles, different buying triggers, and different research patterns. Healthcare buyers research compliance and EHR integration. Cybersecurity buyers react to threat events. Devtools buyers start with GitHub forks, not enterprise RFPs.
The most consequential shift in intent data strategy over the past few years is the maturation of first-party intent as a credible alternative to third-party intent data, particularly for companies with meaningful inbound traffic.