An account health score assesses how well a customer account is progressing and whether they will renew or expand. It combines product usage (feature adoption, logins, API calls), engagement (support interactions, training), account growth (users added, expansion), and sentiment (NPS, support ticket tone).
Customer Relationship Management (CRM) is a system and strategy for managing all interactions a company has with customers and prospects throughout their lifecycle. A CRM system serves as a central repository of customer and prospect information, enabling sales, marketing, and customer service teams to work more effectively and efficiently.
A customer journey map is a visual representation of every interaction and experience a customer has with your company across all touchpoints and channels. It documents the steps, emotions, pain points, and moments of truth that define the customer experience from initial awareness through post-purchase advocacy.
Competitive intelligence is the systematic collection, analysis, and application of information about competitors, the market, and broader business environment to inform strategy, support sales, and stay ahead of threats. It answers critical questions: What are competitors doing? How do they compare to us? Where are we winning and losing? What should we do?
Buyer intent refers to signals and behaviors that indicate a prospect or company is actively considering, evaluating, or preparing to purchase a solution in your category. It is the difference between someone casually browsing for information and someone actively researching vendors, comparing options, and building a business case for investment.
Your website is one of the most valuable assets you have for understanding your market. Every visitor tells a story. They arrive with intent, browse specific pages, and leave signals about what they’re interested in.
In B2B sales and marketing, you’re not selling to individuals. You’re selling to companies. To find and target the right companies, you need to understand them not just as potential customers, but as organizations with specific characteristics, structures, and constraints.
In B2B sales, the length of the sales cycle directly impacts your business. A sales cycle that takes six months instead of three means you need twice as many deals in progress to hit the same revenue. It means more resources, more cost, and more uncertainty.
A B2B marketing funnel is a framework that visualizes how potential customers progress from initial awareness of your company to becoming customers and advocates. The funnel gets narrower as prospects move through stages because fewer people advance at each stage, but those who do are increasingly qualified and likely to buy.
Personalization is increasingly expected in B2B interactions. When you receive an email from a vendor, you expect them to know something about your company. When you visit their website, you expect to see content relevant to your industry or company size.
Most B2B companies have a sales pipeline problem. Not too many leads, but not enough good leads. The leads that do come in are often poor quality, not sales-ready, or misaligned with what the sales team can actually close.
In consumer marketing, ad targeting often focuses on individual demographics and behaviors. Show a coffee ad to coffee drinkers. Show a fashion ad to people interested in fashion.