ABM Blogs

Zero-party data in B2B is information that prospects and customers intentionally and explicitly provide directly to you, such as survey responses, preference center selections, form submissions, or explicit statements about their needs and interests. Unlike first-party data (which you observe from behavior on your properties) or third-party data (which you purchase from vendors), zero-party data is deliberately shared by the person. When someone fills out a form saying "I'm interested in marketing automation," that's zero-party data. When they select preferences indicating their company size and industry, that's zero-party data. When they respond to a survey about their top business challenges, that's zero-party data.

A MarTech stack is the collection of integrated software tools, platforms, and services that support your marketing operations, from demand generation to customer engagement to reporting and analytics. It's the infrastructure underlying your marketing department. A strong MarTech stack enables efficiency, scalability, and data-driven decision-making. A weak one creates silos, limits growth, and wastes budget.

Multi-channel account-based marketing (ABM) is the practice of reaching and engaging target accounts through multiple coordinated channels simultaneously. Instead of relying on a single channel like email or LinkedIn advertising, multi-channel ABM uses a combination of channels, each reinforcing the others, to create a consistent and overwhelming presence for target accounts.

A marketing-qualified account (MQA) is a company that matches your ideal customer profile, has shown buying intent, and is ready for sales outreach. Unlike the traditional lead qualification model that evaluates individuals, account-based selling requires account-level qualification. An MQA has the right characteristics (firmographics), has demonstrated interest (behavioral signals), and is ready for a sales conversation.

Definition

Churn prediction is the practice of identifying customers or accounts at risk of leaving or not renewing their subscription or contract. It uses historical data, behavioral patterns, and machine learning models to flag at-risk accounts before they decide to leave, enabling retention teams to intervene proactively.

The dark funnel is the portion of a prospect's buying journey that occurs outside your owned channels: research on competitor websites, conversations in private Slack communities, discussions with peers and analysts, and consumption of third-party content.

ABM orchestration is the practice of coordinating all marketing and sales activities targeting a specific account so that messaging, timing, and channels work in concert. Instead of marketing running email campaigns while sales does outreach and advertising runs independently, orchestration aligns these efforts so each stakeholder within the target account receives a coordinated, reinforcing experience.

Demand generation is the practice of creating and nurturing buyer interest in your product or service through targeted campaigns, content, and outreach. In B2B, demand generation focuses on building awareness among your ideal customer profile, positioning your solution against competitors, and moving interested prospects into your sales pipeline.

Account-based experience (ABX) is the practice of personalizing every interaction a prospect or customer has with your organization around their specific account, not just individual personas. While account-based marketing (ABM) focuses on personalized campaigns to target accounts, ABX extends personalization across sales, marketing, customer success, and product. Every touchpoint is tailored to the account's specific needs, goals, and context.

Contact enrichment is the process of appending data to your existing prospect records to make them more complete and useful. When you have a name and email address, enrichment fills in missing information: job title, company size, revenue, technology used, job change history, and behavioral signals.

Definition

An intent data waterfall is a tiered approach to identifying and prioritizing buyer intent by combining multiple data sources in order of confidence and specificity. The waterfall starts with highest-confidence signals (first-party website behavior) and cascades through purchased intent data, technographic changes, news events, and other secondary signals to build a comprehensive intent picture for each account.

B2B marketing attribution is the process of crediting marketing touchpoints for their contribution to a closed deal. In B2B sales cycles, multiple teams and channels interact with a prospect before they buy. Attribution answers the question: which of those touchpoints deserve credit for the sale?