Visitor Identification Glossary
Essential terms and concepts in website visitor identification, lead generation, and B2B marketing.
A
Account-Based Marketing (ABM)
A B2B marketing strategy that focuses resources on a specific set of target accounts using personalized campaigns.
Anonymous Traffic
Website visitors who haven't identified themselves through form fills, logins, or other explicit actions.
B
Buyer Intent Data
Behavioral signals that indicate a prospect's likelihood to purchase a product or service.
B2B Data
Business information used for sales and marketing purposes, including company details and professional contact information.
Buying Committee
The group of stakeholders within an organization who influence or make B2B purchasing decisions.
Buyer Persona
A semi-fictional representation of your ideal customer based on research and data about your existing customers.
C
Cookie Deprecation
The phasing out of third-party cookies by web browsers, impacting digital advertising and tracking capabilities.
Conversion Rate
The percentage of visitors or leads who complete a desired action, such as signing up or purchasing.
Customer Acquisition Cost (CAC)
The total cost of acquiring a new customer, including all sales and marketing expenses.
Contact Data
Personal and professional information about individuals used for sales and marketing outreach.
CRM (Customer Relationship Management)
Software that manages customer and prospect interactions, storing contact information, communication history, and deal progress.
D
Deanonymization
The process of identifying previously anonymous individuals by connecting their activity to known identity data.
Data Enrichment
The process of enhancing existing data with additional information from external sources to create more complete records.
Dark Funnel
The invisible portion of the buyer journey where prospects research and evaluate solutions without being tracked by traditional analytics.
Demand Generation
Marketing programs focused on creating awareness and interest in a company's products or services.
F
First-Party Data
Data collected directly from your own audience through interactions with your website, app, or other owned channels.
Firmographic Data
Company-level attributes used to segment and target businesses, such as industry, company size, revenue, and location.
I
Ideal Customer Profile (ICP)
A detailed description of the type of company that would get the most value from your product or service.
Identity Resolution
The process of matching multiple identifiers and data points to create a unified view of an individual across channels and devices.
Intent Data Providers
Companies that collect and sell data about which businesses are actively researching specific topics or solutions.
Inbound Sales
A sales methodology where representatives engage with prospects who have already shown interest through content, forms, or other inbound channels.
ICP Fit
How well a prospect matches your Ideal Customer Profile criteria such as company size, industry, and other attributes.
L
Lead Generation
The process of attracting and converting strangers into prospects who have indicated interest in your product or service.
Lead Scoring
A methodology for ranking prospects based on their likelihood to become customers using demographic and behavioral criteria.
Lead Nurturing
The process of developing relationships with leads through targeted content and communications until they're ready to buy.
Lead Routing
The process of automatically assigning incoming leads to the appropriate sales representative or team.
M
Marketing Qualified Lead (MQL)
A lead that has been determined by marketing to be more likely to become a customer based on engagement and fit criteria.
Multi-Touch Attribution
A marketing measurement approach that assigns credit to multiple touchpoints along the customer journey.
P
Pipeline Velocity
A metric measuring how quickly deals move through your sales pipeline and convert to revenue.
Product Qualified Lead (PQL)
A lead who has experienced value from a product through a free trial or freemium offering and shows signs of converting to paid.
R
Reverse IP Lookup
A technique that identifies the company associated with an IP address visiting your website.
Retargeting
A digital advertising strategy that shows ads to people who have previously visited your website or interacted with your brand.
Revenue Operations (RevOps)
A business function that aligns sales, marketing, and customer success operations to drive predictable revenue growth.
S
Sales Intelligence
Data and insights that help sales teams identify, understand, and engage with potential customers more effectively.
Sales Qualified Lead (SQL)
A prospect that has been vetted by the sales team and deemed ready for direct sales engagement.
Sales Development
A specialized sales function focused on prospecting and qualifying leads for account executives.
Sales Cycle
The sequence of stages a prospect goes through from initial contact to closed deal.
Sales Engagement Platform
Software that helps sales teams manage and automate outreach across multiple channels like email, phone, and social.
T
Technographic Data
Information about the technology stack and tools a company uses, enabling targeted sales and marketing based on tech compatibility.
Total Addressable Market (TAM)
The total revenue opportunity available for a product or service if 100% market share were achieved.
W
Website Visitor Identification
The process of identifying anonymous visitors to a website by matching them to known contact information.
Warm Lead
A prospect who has shown some interest or engagement with your company, making them more receptive to outreach than cold contacts.
Website Analytics
Tools and techniques for collecting and analyzing data about website visitor behavior.
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