A test that compares two versions of a message, offer, or creative to see which performs better.

The sales role responsible for managing qualified opportunities through discovery, proposal, negotiation, and close.

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

Selecting specific companies to focus sales and marketing activity on, based on fit, intent, and strategic priority.

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.

A limit on how often a person sees your ad in a time period to reduce fatigue.

Artificial intelligence — software systems that perform tasks requiring human-like reasoning, used in B2B for research, writing, and automation.

An AI system that executes multi-step tasks across tools autonomously, using rules, data access, and conditional logic.

Automated AI review of outreach or ad copy to flag content that may breach legal, regulatory, or platform guidelines.

Using AI to transform existing content — a webinar, blog post, or report — into multiple formats for different channels.

Using AI models to draft, vary, or improve written content for outreach, ads, or campaigns based on structured prompts.

Using AI to research and append relevant data — company insights, role context, recent news — to prospect records at scale.

Using machine learning to score and rank leads based on patterns in data, rather than manually defined rules.

Using AI to tailor outreach, content, or offers at scale based on data about individual prospects or accounts.

A curated collection of reusable, tested prompts designed to produce consistent, high-quality outputs across specific marketing or sales tasks.

Using AI tools to automate the gathering and summarisation of prospect, company, or market information for sales and marketing use.

Using AI to cluster contacts or accounts into meaningful groups based on shared attributes or behaviour patterns.

A repeatable process where AI helps generate, enrich, or optimise work while humans control final quality.

A software tool that uses AI to help draft, edit, and improve written content based on instructions and context provided by the user.

Recurring revenue normalised to a yearly number, common in SaaS reporting.

The process of assigning revenue or conversion credit to the marketing and sales touchpoints that influenced a deal.

A framework for determining how credit for a conversion or deal is assigned across the touchpoints in a buyer's journey.