B2B marketing attribution is the process of assigning credit to the marketing touchpoints and campaigns that influence a business deal from initial awareness through contract close. In other words, it answers the fundamental question: which marketing efforts actually drove revenue?
Definition: Revenue marketing is a cross-functional approach where marketing is directly accountable for pipeline generation and revenue outcomes, using data-driven strategies to influence every stage of the buyer's journey.
Definition: Pipeline velocity is the rate at which opportunities move through your sales funnel, measured by how long it takes for a deal to progress from one stage to the next and ultimately close.
Definition: A Marketing Qualified Account (MQA) is an account that exhibits buying signals and intent indicators matching your Ideal Customer Profile (ICP), but has not yet been contacted by sales.
Definition: An intent signal is any behavioral, contextual, or explicit indicator that a company or individual is actively researching, evaluating, or preparing to purchase a solution in your category.
Definition: The dark funnel is the portion of your buyer's journey that happens outside your owned channels: private Slack communities, internal company discussions, competitor reviews on G2, analyst reports, peer recommendations, and offline conversations that influence buying decisions but remain invisible to your marketing and sales tools.
Definition: A buying committee is the group of stakeholders within an account who jointly influence, evaluate, and authorize purchase decisions for a given solution.
Definition: B2B demand generation is the process of creating, nurturing, and capturing buying interest from target accounts and prospects, with the goal of feeding qualified opportunities into your sales pipeline.
Definition: Account tiering is the practice of segmenting your Target Account List (TAL) into tiers based on potential revenue value and strategic importance, allocating resources and go-to-market strategies accordingly.
Definition: Revenue marketing is a cross-functional approach where marketing is directly accountable for pipeline generation and revenue outcomes, using data-driven strategies to influence every stage of the buyer's journey.
Definition: Pipeline velocity is the rate at which opportunities move through your sales funnel, measured by how long it takes for a deal to progress from one stage to the next and ultimately close.
Definition: A Marketing Qualified Account (MQA) is an account that exhibits buying signals and intent indicators matching your Ideal Customer Profile (ICP), but has not yet been contacted by sales.