B2B Website Strategy Glossary

A B2B sales pipeline is a visual representation of the steps that sales need to complete in order to convert a lead into a customer. All members of sales teams […]

Lead tracking is the process of attributing the interactions of leads to a lead profile, monitoring lead’s interactions, and analyzing results and improving processes. Sales and marketing teams can track […]

B2B content marketing is a type of lead generation strategy in which an organization creates material such as blog posts, infographics, videos, webinars, research papers, etc. in order to maintain interest in […]

B2B outbound sales prospecting is the act of discovering, evaluating, and then reaching out to companies that would be an ideal customer. B2B outbound sales prospecting is a major part […]

CRM software is a centralized tool to manage and organize all interactions between a company’s sales and marketing interactions with current customers and sales prospects. CRM stands for customer relationship […]

B2B inbound sales is the process of identifying, nurturing, and advising leads that have shown interest in a company’s products and/or services. Sales Development Representatives (SDRs) usually execute the B2B inbound sales […]

B2B purchase intent scoring involves collecting a prospect’s activities and converting this data into a purchase intent score.  Marketing and sales teams can collect this data through digital avenues (such […]

Account-based marketing (ABM) is a marketing and sales strategy that focuses on selling to a defined list of accounts. A company creates this list of accounts using its ideal customer […]

Marketing operations is a function that implements data-driven reporting, defines processes, and oversees technology implementations and automated workflows.  Marketing operations plays a critical role within marketing and sales teams, especially […]

Account-based website personalization means customizing your website to speak more directly to each specific site visitor.  For example, if an employee of Widget Corporation visits your website, you would personalize […]

Firmographics is a set of characteristics about an organization that can be broken down into two groups: standardized characteristics and custom characteristics. Standardized characteristics are data that remain the same […]

An “ideal customer profile” (ICP) provides a model image of a company’s ideal customer, which can help sales and marketing teams approach their everyday work more effectively and strategically.  Sales […]

Website lead tracking is the process of collecting and analyzing a lead’s website interactions and then performing specialized marketing activities based on these interactions.  Website lead tracking assists sales and […]

B2B marketing automation tools allow marketers to automate marketing tasks and plan, coordinate, and measure the performance of marketing campaigns. Specifically, B2B marketing automation tools help identify, track, and gather […]

The buyer’s journey is a series of stages that a buyer follows to purchase a product and/or service. At a high level, the buyer’s journey includes different stages, such as […]

“Technographics” are technology-based characteristics of a company and its processes.  Examples of technographic data include website technology such as CMS, digital analytics, CRM software, and marketing automation tools. Technographics are […]

“Anonymous website visitor tracking” refers to the process of “unmasking” website visitors and then analyzing their behavior.  By “unmasking” visitors, sales and marketing teams discover which companies visit their websites […]