Data Dictionary:
Glossary of Terms Defined

Account-based marketing (ABM)

Also known as key account marketing, account based marketing (ABM) 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.


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

Advanced analytics

Advanced analytics is the autonomous or semi-autonomous examination of data or content with sophisticated techniques and tools. It typically extends beyond those of traditional business intelligence (BI), discovering deeper insights, making predictions, or generating recommendations.

AI-assisted demand generation

AI-assisted demand generation describes using an algorithm to predict who OUTSIDE of your database is qualified or not qualified.


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)

Artificial Intelligence is (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.


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.


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


DaaS stands for data as a service, and enables data access on-demand to users regardless of their geographic location. Data-as-a-service vendors make information stored in the cloud accessible by a wide range of systems and devices.

Data origin

AKA Data source; The data origin describes how and where the information originally came from.

Data-driven marketing

Data driven marketing is a process by which marketers gain insights and trends based on in-depth analysis informed by numbers.

Data warehouse

Considered a core component of business intelligence, a data warehouse is a 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.

Deep machine learning

Deep learning or deep machine learning is part of a broader family of machine learning methods based on artificial neural networks. Learning can be supervised, semi-supervised or unsupervised.


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.

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?


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.


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 a 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

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 account intelligence

Software used to identify and prioritize accounts that best fit the ideal customer profile by compiling insightful prospect data that goes beyond contact data.

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.

Marketing data software

Tools and processes used to manage, evaluate, control, analyze, and leverage an organization’s marketing efforts by measuring marketing performance.

Marketing-Qualified Lead (MQL)

In demand generation terms, a marketing qualified lead (MQL) is one who has indicated interest in a brand based on marketing efforts or is otherwise more likely to become a customer than other leads.


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.

Master Data

Master data represents the business objects that contain the most valuable, agreed-upon information shared across an organization. It can cover relatively static reference data, transactional, unstructured, analytical, hierarchical and metadata.

Master Data Management (MDM)

Master data management (MDM) is a method used to define and manage the critical data of an organization to provide, with data integration, a single point of reference.


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.

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.


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


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 modeling, 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

A statistical scorecard that is used to predict the behavior 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.


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).

Sales intelligence data

Sales intelligence data refers to the collection, integration, analysis, and presentation of information to help salespeople find, monitor and understand data that provides insights into prospects’ and customers’ daily business.


The process of dividing and organizing data to group similar data together based on chosen parameters, in order to use it more efficiently within marketing programs.


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


Small/medium-sized business


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 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.