How to create your first target account list for ABM

Let’s face it, jargon can often feel like a second language. It’s like entering a realm where everyone seems to speak in cryptic code, leaving you wondering if you missed the memo on a secret marketing dialect.

After working with dozens of companies, I’ve seen firsthand how this B2B marketing jargon can cause confusion and misalignment. So, I’m going to give you a cheat sheet to understanding the language of B2B marketing—one that will help you communicate more effectively with your marketing teams and ensure that your strategies align with your business objectives.

1. Demand generation vs. Lead generation

Demand generation and Lead generation are often used interchangeably, but they serve different purposes.

• Demand generation focuses on creating awareness and interest in your products or services. It’s about educating your market, creating a need, and positioning your brand as a thought leader.
• Lead generation is all about capturing interest and turning that interest into a potential sale.

Think of demand gen as the broad, awareness-building stage, while lead gen is more about the conversion part of the sales funnel.

Why CEOs should care: Understanding these terms helps you allocate resources more effectively. Investing in demand gen can build long-term brand awareness, while lead gen is critical for short-term sales and revenue.

2. Account-based marketing (ABM)

Account-based marketing is a strategic approach where you focus marketing efforts on a select number of high-value accounts. It’s like fishing with a spear rather than a net. Instead of casting a wide net to attract a large number of leads, you tailor your marketing to the specific needs and challenges of individual target accounts.

Why CEOs should care: ABM allows for a more personalized approach, often leading to higher engagement rates and a better return on investment (ROI). By focusing on key accounts, you can maximize your marketing budget and align your sales and marketing teams towards common goals.

See more: Integrating Account-Based Marketing into PLG and SLG strategies.

3. Content marketing

When you hear content marketing, your mind might jump to blogs, but it’s so much more. It encompasses a wide range of content types, including videos, podcasts, whitepapers, webinars, and infographics. The goal of content marketing is to provide value and educate your audience, positioning your company as a trusted source of information.

Why CEOs should care: Good content marketing builds brand authority and trust. It’s not about selling directly; it’s about creating relationships and nurturing leads through informative, engaging, and relevant content.

4. Marketing automation

Marketing automation refers to the technology that manages marketing processes and campaigns across multiple channels automatically. This could be anything from sending out emails based on customer behavior to segmenting audiences for personalized communication. It saves time and ensures that your marketing efforts are consistent and scalable.

Why CEOs should care: Automation allows your marketing team to focus on strategy rather than repetitive tasks. It also enables more personalized marketing at scale, leading to higher conversion rates and better customer relationships.

5. Customer journey mapping

Customer journey mapping involves creating a visual representation of the process a customer goes through to achieve a goal with your company. This includes all interactions across different touchpoints. It’s about understanding the customer’s needs and emotions at each stage of their journey.

Why CEOs should care: By understanding the customer journey, you can identify gaps in your marketing strategy and improve the overall customer experience. This can lead to higher customer satisfaction, loyalty, and ultimately, more sales.

6. KPIs, ROI, and Attribution

Acronyms like KPIs (Key Performance Indicators), ROI (Return on Investment), and Attribution are thrown around a lot.

• KPIs are the measurable values that show how effectively a company is achieving its business objectives.
• ROI measures the gain or loss generated on an investment relative to the amount of money invested.
• Attribution, on the other hand, is about understanding which marketing activities contributed to sales and conversions.

Why CEOs should care: Metrics are the backbone of any marketing strategy. They provide insights into what’s working and what’s not, enabling data-driven decisions that can optimize marketing spend and improve outcomes.

7. Growth hacking

Growth hacking is a term often associated with startups, but it’s equally relevant in the B2B space. It involves using creative, low-cost strategies to help businesses acquire and retain customers quickly. Growth hacking relies on continuous experimentation across marketing channels to find the most effective methods to grow the business.

Why CEOs should care: Growth hacking is about agility and adaptability. In a constantly changing market, being able to quickly pivot and experiment with new ideas can be the difference between stagnation and explosive growth.

The power of clarity in B2B marketing

Navigating marketing doesn’t have to feel like deciphering a foreign language. By understanding these key concepts, you can have more meaningful conversations with your marketing team, make more informed decisions, and ultimately drive your business forward.

So, the next time someone throws a buzzword your way, you’ll be armed with the knowledge to respond with confidence, knowing exactly how it fits into your overarching business strategy. After all, in the realm of B2B marketing, clarity is power.

Remember, the goal isn’t just to be fluent in marketing jargon but to use that knowledge to implement strategies that deliver tangible results. At PipelineRoad, we’re here to cut through the noise and partner with you on that journey. Reach out to us!

Common B2B marketing jargon glossary

• Account scoring - The process of ranking accounts based on their potential value to the company
• BANT - Budget, Authority, Need, Timeline; a framework for qualifying leads
• Behavioral targeting - Using user behavior to deliver personalized marketing.
• Channel partner - A company that partners with a vendor to market and sell its products
• Content syndication - Reposting content on third-party sites to reach a broader audience
• Conversion path - The steps a user takes from first contact to becoming a customer.
• CPA - Cost Per Acquisition
• CPL - Cost Per Lead
• CTR - Click-Through Rate
• Dark social - Traffic from private social channels, challenging to track.
• Deal flow - The rate at which new sales opportunities are created and progress.
• Drip campaign - A series of automated emails sent based on specific timelines or actions
• Engagement threshold - The interaction level at which a lead is highly valuable.
• Firmographic data - Company-specific data, like industry and revenue, used for targeting.
• Inbound marketing - Marketing strategy that focuses on attracting customers through content
• Intent data - Signals of a prospect's purchase intent from online behavior.
• Intentional drift - Adjusting messaging to match evolving audience interests.
• KPI - Key Performance Indicator
• Lead nurturing - Process of building relationships with potential buyers
• Lead scoring - Ranking prospects based on their likelihood to convert.
• Lead Velocity Rate (LVR) - The growth rate of qualified leads month-over-month.
• Lookalike modeling - Identifying new prospects similar to existing customers.
• Multi-touch attribution - Method of giving credit to different marketing efforts in the buyer’s journey
• PPC - Pay-Per-Click
• Predictive analytics - Using data to predict future customer behaviors and outcomes.
• Progressive profiling - Collecting lead information gradually over time.
• Propensity model - A model predicting the likelihood of specific customer actions.
• Revenue Operations (RevOps) - Aligning sales, marketing, and customer service operations to drive growth
• Sales battlecard - A quick reference tool for sales reps to counter objections.
• Sales enablement - Providing the sales team with the resources they need to sell effectively
• Sales velocity - The speed at which deals move through the pipeline.
• SEM - Search Engine Marketing
• SEO - Search Engine Optimization
• SMarketing - Alignment of sales and marketing teams for better collaboration.
• Technographic data - Information on the technology a company uses.
• Thought leadership - Establishing authority on a particular topic or industry through content
• Total Addressable Market (TAM) - The total revenue potential if full market share is achieved.
• Value proposition - A statement that explains how your product solves a customer problem
• Waterfall model - A linear sales process where leads move sequentially through stages.
• Whale strategy - Focusing on acquiring large, high-value accounts.
• Win-back campaign - Efforts to re-engage and convert former customers.