Glossary
Definitions written to be useful to someone doing the work. Where a term is commonly used loosely or misleadingly, the entry says so.
The vocabulary, without the marketing.ACCOUNT INTELLIGENCE
Buying signalAn observable event suggesting an account may be entering a purchase cycle.Signal decayThe weighting rule that reduces a signal's contribution as it ages.Intent dataBehavioural signals suggesting a company is researching a category.TechnographicsData about the software and technology a company uses.FirmographicsDescriptive attributes of a company: size, revenue, industry, location.Ideal customer profileThe definition of the accounts most likely to buy and stay.Lead scoringRanking prospects by likelihood to convert.Buying committeeThe group of people who collectively approve a B2B purchase.Economic buyerThe person with budget authority to approve the purchase.ChampionAn internal advocate who wants the purchase to happen.Trigger eventA change at an account that creates or reopens a buying window.Job change alertA notification that a tracked contact has moved roles.Data decayThe rate at which contact records become inaccurate over time.Waterfall enrichmentQuerying multiple data providers in sequence until a field is filled.Email verificationChecking whether an address exists and can receive mail.DeliverabilityWhether your email reaches the inbox rather than spam.Multi-entity accountingClosing books across several legal entities under one owner.Close cycleThe time from period end to finalised financial statements.