Data Dictionary:
Glossary of Terms Defined

Account-based marketing (ABM)

Also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

Account matching

Account matching is the act of merging together account data from two or more sources. Each source may reference the account name identically or with slight variations (ie: EverString vs. Ever String vs. EverString Ltd), the goal being to avoid duplicates while guaranteeing the highest accuracy and coverage.

Accuracy

The measure of data correctness; Also referred to as data validity. Typically, when data is verified it is deemed accurate.

AI-assisted demand generation

A tool that uses an algorithm to predict who OUTSIDE of your database is qualified or not qualified.

Algorithm

In mathematics and computer science, an algorithm is an unambiguous specification of how to solve a class of problems. Algorithms can perform calculation, data processing and automated reasoning tasks.

API

Stands for Application Programming Interface, which is a software intermediary that allows two applications to talk to each other. Each time you use an app like Facebook, send an instant message, or check the weather on your phone, you’re using an API.

Artificial intelligence (AI)

1: a branch of computer science dealing with the simulation of intelligent behavior in computers. 2: the capability of a machine to imitate intelligent human behavior.

B2B

On the Internet, B2B (business-to-business), also known as e-biz, is the exchange of products, services or information (aka e-commerce) between businesses, rather than between businesses and consumers.

Coverage

The amount of data available is referred to as the coverage. With B2B data, this typically represents the volume of contacts or accounts that can be provided.

DaaS

Data as a service.

Data origin

AKA Data source; how and where the information originally came from.

Data warehouse

Considered a core component of business intelligence, a data warehouse is the centralized repository for storing, reporting and analyzing structured, filtered data. A data warehouse is typically fed by several streams of data from both internal and external sources.

Demand generation

Is the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services.

Depth

The measure of how extensive the data is provided for a certain set of records. For example, with account data, depth can be shown based on how many different pieces of technographic and firmographic data are available.

Enterprise

Businesses with employee size > 2,000.

Entity matching

Entity matching helps avoid duplicate records by identifying when an incoming data set belongs to an existing record in the database. In data management, the process of finding where the new information belongs is entity matching. For example, when integrating new information about an account, how does the system know to update the previously logged record for that same company, with the new information coming in?

Fill-rate

The rate at which fields in a particular record are non-blank. For example, with an account record, the fields may be employee size, industry code, and address.

FIRE Algorithm

By combining fit (F), intent (I), recency (R), and engagement (E) data, FIRE is a methodology designed to help your team prioritize your best leads, shorten sales cycles, and improve your win rate.

Fit data

Modern fit data uses applied data science to score how well a target’s needs align with a company’s offering.

Firmographic data

Descriptive attributes of firms that can be used to aggregate individual firms into meaningful market segments. They describe businesses, non-profits, and governmental entities. Firmographics are to B2B marketers what demographics are to B2C. While demographics reveal insights about a person (e.g. age, gender, race, income, etc.), firmographics tell you the same about a company, such as size, location, revenue, industry.

Funnel

The definition of the sales funnel (also known as a revenue funnel or sales process) refers to the buying process that companies lead customers through when purchasing products. A sales funnel is divided into several steps, which differ depending on the particular sales model.

Go-to-market (GTM)

An action plan that specifies how a company will reach customers and achieve competitive advantage. The purpose of a GTM strategy is to provide a blueprint for delivering a product or service to the end customer, taking into account such factors as pricing and distribution.

Ideal customer profile (ICP)

ICP stands for Ideal Customer Profile. An ideal customer profile is a description of the company — not the individual buyer or end user — that’s a perfect fit for your solution.

Intent data

Shows which leads or accounts are actively conducting research online. As they search, they’re scored on thousands of topics. This data is used to alert sales and marketing teams when their high-fit accounts are in buying mode for their particular solution. When used correctly, intent data dramatically boosts conversions and sales.

Marketing automation

Software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.

Martech

The area of customer relationship management (CRM) concerned with creating, managing and using digital tools that make it possible for marketers to automate tasks and make data-driven decisions.

Match rate

The percentage of records in a database that are also found in an incoming source of data. For example, when integrating new B2B data into an organization’s CRM, how many new account records can be paired up with existing records? The answer in percentage form is the match rate.

Mid-market

Businesses sized between 100 – 2000 employees (exact range varies by business).

Natural language processing (NPL)

An area of computer science and artificial intelligence concerned with the interactions between computers and human (natural) languages, in particular how to program computers to fruitfully process large amounts of natural language data.

Opportunity

Sales has determined the account is a fit, and it has entered into a buying cycle

Pipeline

A sales pipeline is a visual representation of sales prospects and where they are in the purchasing process. Pipelines also provide an overview of a sales rep’s account forecast and how close he is to making quota, as well as how close a sales team as a whole is to reaching quota.

Predictive analytics

Encompasses a variety of statistical techniques from predictive modelling, machine learning, and data mining that analyze current and historical facts to make predictions about future or otherwise unknown events.

Predictive lead scoring

A tool that uses an algorithm to predict who in your database is qualified or not qualified. … The beauty of predictive lead scoring is you do not have to figure out what properties should be included or how much to weigh each property.

Propensity model

Statistical scorecard that is used to predict the behaviour of your customer or prospect base. Propensity models are often used to identify those most likely to respond to an offer, or to focus retention activity on those most likely to churn.

SaaS

Software as a service (SaaS) is a software distribution model in which a third-party provider hosts applications and makes them available to customers over the Internet. SaaS is one of three main categories of cloud computing, alongside infrastructure as a service (IaaS) and platform as a service (PaaS).

SFTP

Stands for SSH File Transfer Protocol, or Secure File Transfer Protocol – a network protocol used for secure file transfer over secure shell

SMB

Small/medium-sized business

SQL/SQC

Sales qualified lead or Sales qualified contact

Technographic data

Insights on a company’s current technology choices. Technographic data provides insight into a company’s technology stack, as well as their intent to buy further tech solutions. It’s like demographics, but it’s about technology rather than people. In fact, it’s a portmanteau of the two words: technology + demographics.

Tech stack

The set of technology tools in an organization used to perform the business duties. Each department may have its own tech stack, representing the layered tools used to complete the job at hand. For example, a modern marketing team likely has a CRM tool, a marketing automation tool, file storing tools, collaboration and design tools.

Web crawler

Sometimes called a spider, is an Internet bot that systematically browses the World Wide Web, typically for the purpose of Web indexing (web spidering). Web search engines and some other sites use Web crawling or spidering software to update their web content or indices of others sites’ web content.