Glosarium Marketing B2B & Digital Advertising

The process of identifying and attracting potential business customers (other companies) who might buy your product or service.

The percentage of visitors, leads, or prospects who complete a desired action (sign-up, purchase, meeting booked).

The total marketing spend divided by the number of qualified leads generated in a given period.

Behavioral signals that indicate a company or person is actively researching or preparing to buy a product or service.

The process of adding verified company and contact data — job title, phone, LinkedIn, company size, industry — to a raw lead record.

A numerical system that ranks leads based on their likelihood to become customers, using demographic fit and behavioral signals.

An ad targeting audience created by the platform (Meta, Google, LinkedIn, TikTok) that finds new users who share similar characteristics to your existing customers or best leads.

The process of purchasing advertising inventory — digital (Meta, Google, TikTok, programmatic) or traditional (TV, radio, print) — to reach a target audience.

A results-based marketing approach where advertisers pay only for specific actions — leads, sales, installs, or sign-ups — rather than for impressions or reach.

Showing ads to people who have previously visited your website or interacted with your brand but did not convert.

Using WhatsApp Business API or the WhatsApp Business app to send marketing messages, run outreach sequences, and maintain customer relationships.