A B2B marketing strategy that focuses resources on a specific set of target accounts, using personalized campaigns designed to resonate with each account.

The total cost of acquiring a new customer, including marketing, sales, and onboarding expenses divided by the number of customers acquired.

The percentage of customers who stop using your product or service during a given time period. Lower churn = better retention.

Contacting potential customers who haven't previously interacted with your brand, typically via email, phone, or social media.

Software that helps manage interactions with current and potential customers, tracking communications and sales pipeline.

The ability to successfully deliver emails to recipients' inboxes rather than spam folders. Affected by domain reputation, content, and sending practices.

A detailed description of the type of company that would benefit most from your product or service—industry, size, challenges, and characteristics.

The process of enhancing lead data with additional information like company size, technology stack, social profiles, and contact details.

A methodology for ranking leads based on their perceived value and likelihood to convert, using criteria like engagement, fit, and behavior.

The total revenue a business can expect from a single customer account throughout their relationship. LTV:CAC ratio is a key health metric.

A lead that has shown interest through marketing interactions but isn't ready for direct sales contact. Typically passed to sales after further nurturing.

The simplest version of a product that can be released to validate a business hypothesis and gather user feedback for iteration.

A proactive sales approach where reps reach out to potential customers directly, rather than waiting for inbound inquiries.

A visual representation of where prospects are in the sales process, from initial contact through to closed deal.

A software distribution model where applications are hosted in the cloud and accessed via subscription rather than one-time purchase.

A series of scheduled touchpoints (emails, calls, social touches) designed to engage prospects and move them through the sales funnel.

A lead that has been vetted by sales and deemed ready for direct sales engagement based on fit, budget, authority, need, and timeline.

An introduction to a prospect through a mutual connection, typically more effective than cold outreach due to established trust.