Account Resolution The process of identifying and unifying fragmented contact and engagement data into a single, actionable view of a target account.
Cost Per Acquisition (CPA) Cost per Acquisition (CPA)/Cost Per Action is a marketing metric that measures the average expenditure a company incurs to acquire a new client.
Social Media Marketing (SMM) Social media marketing (SMM) involves leveraging social media platforms such as Facebook, Instagram, and LinkedIn to create and share content, grow and engage with audiences, build relationships, and promote products or services.
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.
AI-First Demand Generation An approach that embeds artificial intelligence across systems to inform, personalize, and optimise demand generation for revenue impact.
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.
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.
High Intent High intent is a marketing term used to describe the level of readiness or likelihood of a potential client to take a specific action, such as making a purchase or filling out a contact form.
