Glossary

Get to know the most common definitions around Account-Based Marketing.

Buyer Persona

A summary of your ideal buyer, based on market research, data and hypothesis. The representation helps marketers define their ideal audience and it helps salespeople determine lead quality. This is getting inside the head of your buyer and predicting how they might act.

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Engagement Rate

A measurement of likes, shares, comments or other interaction a particular piece of content receives. A basic tool most marketing and advertising agencies like to leverage.

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Ideal Customer Profile (ICP)

Ideal Customer Profile is similar to Buyer Persona, but is an actual prospect with a specific job title or company that fits the script for your business to sell to.

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Inbound Marketing

This type of Marketing uses pull methods to engage with prospects who are already interested in your product or content. This could look like: following up with a web user after they read a blog post off your website.

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Personalization

Creating and distributing custom content for a potential customer or group of potential customers. This content still contains your brand message identity, but is tailored to appeal to the prospect.

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Segmentation

Breaking up your TAM (Total Addressable Market) into different consumer groups based on certain characteristics. In B2B this is typically Revenue and Industry as the key differentiators since we’re looking at companies and not people (B2C more like gender, age and income).

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Target Account List (TAL)

The list of accounts and companies that are most likely to buy from you. This is who Sales and Marketing will focus their outbound efforts on, in order to bring as many of them into the funnel as possible. This list allows you to focus efforts where they will do the most good.

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Total Addressable Market (TAM)

Describes the total potential revenue opportunity for a product or service. This is the biggest possible piece of the pie you could obtain. For example, the world’s oceans contain 20 million pounds of gold.

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