Account Resolution The process of identifying and unifying fragmented contact and engagement data into a single, actionable view of a target account.
Answer Engine Optimisation (AEO) The practice of structuring and optimising content so AI-powered platforms are likely to surface it in answers to user queries.
Content Marketing Funnel The content marketing funnel is a model used by businesses to guide clients through the various stages of the buyer's journey.
Gamification Gamification is the use of game design principles and mechanics in non-game contexts to increase the engagement, motivation, and participation of prospects or clients.
AI-First Demand Generation An approach that embeds artificial intelligence across systems to inform, personalize, and optimise demand generation for revenue impact.
Buyer Intelligence Buyer intelligence uncovers buyer behaviours, motivations, and decision-making patterns, enabling sales and marketing teams to engage the right stakeholders with timely, personalized, and impactful messaging.
Buying Group A buying group is a cross-functional set of stakeholders within an organization who collectively influence and approve B2B purchase decisions, requiring revenue teams to engage multiple roles to build consensus.
Go-to-Market (GTM) A Go-to-Market (GTM) strategy is a structured plan that defines how a product is launched and delivered to the target audience, with clear messaging, pricing, sales, and distribution protocols to drive adoption and revenue.
Dark Funnel The dark funnel collates the anonymous and untraceable online behaviour of potential leads, with strategies and tactics used to track and engage with them throughout their buyer’s journey.
Demand Generation Marketing activities aimed at creating interest and engagement and driving demand for a product or service.
