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.
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.
B2B account scoring is a methodology for ranking companies based on their likelihood and value as customers. Rather than scoring individual leads based on engagement with your marketing (the traditional lead scoring approach), account scoring evaluates entire accounts across multiple dimensions: fit for your solution, engagement level, buying signals, and strategic value.
The dark funnel is the portion of a buyer’s research and decision-making process that happens outside the direct view of sales and marketing teams. It includes conversations on Slack, Teams, private Slack groups, internal emails, phone calls, Zoom meetings between account team members, conversations with peers at other companies, Reddit threads, private Discord communities, analyst calls, and word-of-mouth recommendations. It’s called “dark” not because anything nefarious is happening, but because it’s invisible to standard marketing and sales tracking systems.
Revenue Operations, often called RevOps, is the practice of aligning and optimizing all functions that contribute to revenue generation – primarily marketing, sales, and customer success – around a unified set of processes, data, and goals. Unlike traditional siloed approaches where marketing, sales, and CS operate independently with their own metrics and systems, Revenue Operations treats revenue generation as a coordinated system where each function plays an interdependent role.
Account-Based Marketing (ABM) attribution is a measurement framework that connects revenue outcomes specifically to account-level marketing activities rather than individual leads. Unlike traditional marketing attribution that tracks anonymous visitors and individual prospects through a sales funnel, ABM attribution asks a fundamentally different question: which marketing efforts and touchpoints drove engagement with our target accounts?
Partner-led growth (PLG via partners) is a business model where growth is driven primarily through partners: resellers, channel partners, technology partners, or ecosystem collaborators. Rather than building all customer acquisition in-house through direct sales and marketing, partner-led growth distributes the responsibility and opportunity to partners who sell to overlapping customer bases.
Nearbound marketing is a go-to-market motion that activates a company’s existing ecosystem, partners, and community to drive pipeline. Unlike traditional outbound marketing (cold prospecting) or inbound marketing (waiting for demand to come to you), nearbound marketing treats your ecosystem as the engine of growth. It centers on collaboration with partners, resellers, technology partners, and even engaged customers to identify, engage, and close accounts that matter.