A system for ranking target accounts by fit and buying intent, used to prioritise where sales and marketing invest time and budget.

Classifying target accounts into priority groups — typically T1, T2, T3 — to allocate sales and marketing resources proportionally.

An evolution of ABM that personalises every touchpoint across the entire buyer and customer journey for target accounts.

A go-to-market approach focused on targeting specific accounts instead of broad lead volume.

Distributing your content through third-party platforms and publishers to reach new audiences beyond your owned channels.

Creating interest and pipeline, not just leads, by combining awareness, trust, and conversion paths.

A prospect that has been reviewed and determined not to meet the criteria for continued sales pursuit.

Defined criteria used to determine whether a contact or account matches your ICP and qualifies for outreach or further sales activity.

The degree of effort required to complete a form, affecting conversion rates — more fields typically mean lower completion rates.

Content such as guides or reports that requires a visitor to submit their contact details to access, used to generate leads.

Demand that comes to you through content, referrals, or search, without direct outreach.

A page built to drive one action, like booking a call or downloading a guide.

The alignment between an ad or email headline and the message on the page it links to, critical for conversion rate and quality score.

The declining value of a lead over time when it receives no follow-up, resulting in lost intent and reduced conversion likelihood.

Appending additional data to a lead record — company size, tech stack, intent signals — to improve targeting and personalisation.

A form on a landing page or ad that captures prospect information in exchange for content, a demo, or access to a resource.

The process of attracting and capturing contact details from potential buyers who match your target customer profile.

A free asset offered in exchange for contact details, designed to attract the right ICP.

The process of evaluating a lead against defined criteria to determine if they are worth pursuing by the sales team.

A measure of how well a lead matches your ideal customer profile and how likely they are to convert to a qualified meeting or deal.

A marketing qualified lead. A lead marketing believes is ready for sales follow-up based on fit or behavior.

A technique that identifies the company associated with a website visitor's IP address, enabling account-level visitor identification.

A prioritised list of companies that match your ICP, used to coordinate sales and marketing effort around the same accounts.

The process of identifying which companies or individuals are visiting your website, even when they do not fill out a form.