B2B Growth Glossary

Account-Based Marketing (ABM) A B2B strategy that focuses sales and marketing resources on a defined set of high-value target accounts. BDR (Business Development Representative) A sales professional who proactively prospects into target accounts to create new business opportunities. Buying Signals Behaviours, actions, or events that indicate a prospect is actively considering a purchase. Cold Email An outbound email sent to a prospect who has not previously engaged with your company, designed to start a sales conversation. Content Syndication Distributing your content through third-party platforms and networks to reach a wider, targeted B2B audience. Cost Per Lead (CPL) The total amount you spend to acquire a single lead, calculated by dividing total campaign spend by leads generated. Cost Per Meeting The total cost to book a single qualified sales meeting with a decision-maker. Demand Capture vs Demand Creation Demand capture converts existing buyer intent. Demand creation builds awareness before buyers are in-market. Demand Generation The process of creating awareness and interest in your product before buyers are ready to talk to sales. Go-to-Market Strategy The plan for how a company will reach its target customers, deliver value, and achieve competitive advantage. Ideal Customer Profile (ICP) A detailed description of the type of company most likely to buy your product and get the most value from it. Lead Generation The process of identifying potential buyers and converting them into qualified sales opportunities. Marketing Qualified Lead (MQL) A prospect who has shown enough engagement and fit to be worth sales follow-up. Meeting Attendance Rate The percentage of booked sales meetings where the prospect actually shows up. MQL vs SQL The difference between a lead that marketing has qualified and one that sales has accepted as a real opportunity. Multi-Channel Outreach An outbound strategy that uses multiple communication channels to reach and engage prospects. Outbound vs Inbound Outbound means you reach out to prospects proactively. Inbound means prospects come to you through content and search. Pipeline Velocity A metric that measures how fast deals move through your sales pipeline and how much revenue it generates per day. Sales Development Representative A specialised sales role focused entirely on prospecting, qualifying leads, and booking meetings for account executives. Sales Enablement Equipping your sales team with the content, tools, training, and knowledge they need to close deals effectively. Sales Pipeline A visual representation of every active deal and where it sits in your sales process. Sales Qualified Lead (SQL) A prospect vetted by the sales team and confirmed as a genuine opportunity with budget, authority, and intent to buy. SDR (Sales Development Representative) A sales professional focused on outbound prospecting, qualifying leads, and booking meetings for account executives. Signal-Based Selling A sales approach that uses buying signals and intent data to prioritise outreach to prospects most likely to buy right now. Warm Outbound Building brand familiarity with prospects before reaching out, so your message lands with recognition instead of cold.