B2B data & marketing terms, explained clearly.

Audience & Data Strategy

B2B Data

B2B data is information about businesses and the professionals who work within them. Marketers use it to identify target companies, reach relevant decision-makers, build audiences, enrich existing records, and create more precise marketing and sales strategies.

Audience & Data Strategy

B2B2C Data

B2B2C data connects professional information about a person — such as their company, role, or industry — with consumer-level attributes that provide a broader understanding of the individual.

Demand Generation & ABM

Intent Data

Intent data is information that indicates when a company or potential buyer is showing increased interest in a topic, product category, or business solution.

Audience & Data Strategy

Audience Enrichment

Audience enrichment is the process of adding relevant information to existing customer, prospect, or audience records to create a more complete and useful view of the people and companies a marketer wants to reach.

Audience & Data Strategy

Data Activation

Data activation is the process of turning audience or customer data into something marketers can actually use across advertising, marketing, sales, and customer engagement channels.

Audience & Data Strategy

Identity Resolution

Identity resolution is the process of connecting different identifiers and data points that belong to the same person, household, or organization to create a more consistent view of that identity.

Audience & Data Strategy

Audience Segmentation

Audience segmentation is the process of dividing a larger audience into smaller groups based on shared characteristics, behaviors, needs, or business attributes.

Audience & Data Strategy

First-Party Data

First-party data is information an organization collects directly from its own customers, prospects, users, website visitors, or other business relationships.

Demand Generation & ABM

Account-Based Marketing (ABM)

Account-based marketing is a B2B strategy that focuses marketing and sales efforts on a defined group of high-value target accounts rather than marketing broadly to an entire market.

Demand Generation & ABM

Demand Generation

Demand generation is the strategy of creating awareness, interest, and engagement for a company's products or services so that potential buyers are more likely to enter and progress through the buying process.

Digital Advertising & Activation

Programmatic Advertising

Programmatic advertising is the automated buying and selling of digital advertising inventory using technology, audience data, and predefined campaign rules.

B2B Marketing & Strategy

B2B Marketing

B2B marketing, or business-to-business marketing, is the strategy and practice of promoting products or services from one business to another business rather than directly to individual consumers.

Demand Generation & ABM

Buyer Intent

Buyer intent refers to signals or behaviors that suggest a potential customer or organization may be researching, considering, or moving toward a purchase decision.

Digital Advertising & Activation

Audience Activation

Audience activation is the process of making a defined audience available for use across marketing, advertising, sales, or customer engagement channels.

AI & Marketing Technology

Generative AI

Generative AI is a type of artificial intelligence that can create new content — such as text, images, audio, video, or code — based on patterns learned from existing data.

AI & Marketing Technology

Marketing Automation

Marketing automation is the use of technology to manage, trigger, and streamline recurring marketing activities and customer or prospect communications.