Glossary
The B2B data and GTM glossary
Short, specific definitions of the terms that come up when teams buy, enrich and act on B2B data. Every entry answers its own question without needing the one above it.
Data and attributes
What a record holds about a company or a person, and the work of getting those fields filled in.
- Data enrichment
- Adding missing or updated attributes — job title, company size, industry, verified email — to records you already hold.
- Firmographics
- The descriptive attributes of a company — industry, employee count, revenue band, location, company type and classification codes.
- Technographics
- The technologies a company uses, detected from its public web properties, its DNS records or the tools named in its job adverts.
- CRM enrichment
- Keeping records already in a CRM complete and current by appending missing fields and refreshing stale ones, on a schedule or a trigger.
Signals and timing
The half of targeting that a static list cannot answer: not who to contact, but when.
- Intent data
- Evidence that a company is actively researching a product category, inferred from content consumption, search and on-site behaviour.
- Buying signal
- A dated, verifiable event at a company — funding, a hire, a tool swap, a job change — that changes how worth contacting it is right now.
Targeting and prioritisation
Defining who is worth selling to, counting how many of them exist, and deciding what to work first.
- ICP (ideal customer profile)
- A written definition of the kind of company worth selling to — industry, size, region, business model and the conditions that make the product fit.
- Lead scoring
- Ranking leads or accounts by how closely they match the ideal customer profile and how recently they have shown relevant activity.
- TAM (total addressable market)
- The full opportunity available if every company that could buy did buy — in practice, the count of real companies matching the ICP.
Data quality
Keeping the database true after the first import — the maintenance every automated rule quietly depends on.
- Waterfall enrichment
- Querying several data providers in a set order, moving to the next only when the previous one returns nothing for that record.
- Data hygiene
- The continuous practice of keeping records accurate, complete, de-duplicated and consistently formatted as they decay.
- Email verification
- Checking whether an address can receive mail before anything is sent to it, and returning a status rather than a simple yes or no.
Looking for the fields behind these terms?
The data dictionary lists every attribute on a contact or a company record — the type, the description and the fill rate for each. 12 definitions here, every field there.
Open the data dictionary