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.
Demandbase and 6sense are the two largest ABM platforms, both pioneering account-based marketing. But they’ve evolved differently. This guide breaks down their strengths, weaknesses, and which is right for your organization.
Intent data is the foundation of modern account-based marketing. As B2B buying committees conduct research online before engaging vendors, tracking this research provides real-time signals about buying readiness. The best B2B sales and marketing teams use intent data to identify opportunities early and accelerate deal cycles.
Technographic data describes a company’s technology environment: what applications they use, what infrastructure they run on, what tools and platforms they’ve adopted, and what technology decisions they’ve recently made. For example, knowing that a company uses Salesforce, HubSpot for marketing, and AWS for infrastructure is technographic data. Knowing that they recently upgraded from an older version of their ERP system is also technographic data.
B2B content syndication is the practice of distributing your content (whitepapers, guides, webinars, research reports) through third-party platforms to reach a broader audience. Instead of only reaching people who visit your website or subscribe to your email list, syndicating your content allows you to reach buyers researching on industry platforms, sponsored content networks, and content marketplace platforms.
Firmographic data is information about companies: size, industry, revenue, location, growth rate, technology stack, and organizational attributes. It is the B2B equivalent of demographic data in B2C marketing. Demographic data describes individuals (age, geography, income); firmographic data describes the organizations those individuals work for.