ABM Blogs

Multi-touch attribution assigns credit for a sale across multiple marketing touchpoints and campaigns throughout a buyer's journey, rather than crediting only the first or last interaction.

Sales intelligence is data that gives your sales team an unfair advantage: information about target accounts and decision-makers that helps them close deals faster. It includes company financials, executive information, recent news, technology stack, job changes, and buying signals. Intelligence answers the questions your team needs to answer: "Who do I need to talk to? What's happening in this account right now? What would resonate with them?"

An Ideal Customer Profile (ICP) is a detailed description of the account type most likely to become a valuable, long-term customer based on company size, industry, revenue, technology, and buying behavior.

A go-to-market (GTM) strategy is the comprehensive plan for how a company will enter, win, and own a market by aligning product, positioning, channels, messaging, and sales motion to reach and serve its target customer.

Firmographic data includes company-level attributes such as industry, size, revenue, location, and business model, used by B2B teams to identify and filter accounts matching their ideal customer profile.

Demand generation is the set of marketing activities designed to create awareness, interest, and buying intent for a product or service, moving prospects from unaware to sales-ready.

Buying intent is the demonstrated likelihood that a person or account will purchase a solution, revealed through active research, product evaluation, and behavioral signals that indicate a purchase decision is underway.

Revenue marketing is a GTM philosophy that ties every marketing activity directly to revenue outcomes. Instead of marketing being measured on brand awareness, content engagement, or lead volume, revenue marketing holds marketing accountable for pipeline generated, deals influenced, and revenue closed.

B2B intent data measures when and how companies actively research or evaluate solutions in a specific category, signaling purchase intent.

Account intelligence is the collection, analysis, and activation of first-party and third-party data about target accounts to inform sales and marketing decisions at scale.

A marketing qualified account (MQA) is a target account that has demonstrated sufficient engagement and fit to warrant direct sales involvement. Instead of marketing qualifying individual leads, ABM teams qualify entire accounts based on intent signals, engagement, and fit.

An account engagement score quantifies the overall level of interaction and interest across an entire account, aggregating signals from multiple contacts, channels, and engagement types to predict buying readiness and ABM campaign effectiveness.