Top of Funnel (TOFU)

A go-to-market strategy where marketing and sales collaborate to target specific high-value accounts rather than casting a wide net. Instead of generating thousands of leads and hoping some convert, you identify your best-fit companies upfront and build campaigns tailored to each one. ABM typically delivers higher deal sizes and better win rates, but it only works when your CRM data is clean enough to actually identify and track those target accounts.

A lead that has been qualified by automated systems — typically marketing automation or AI scoring — based on behavioral signals and firmographic fit, before a human ever reviews it. AQLs sit between raw inbound leads and true Marketing Qualified Leads, acting as a filter so your team only spends time on prospects who've already demonstrated meaningful interest. The quality of your AQLs depends entirely on how well your scoring rules reflect actual buying behavior.

A semi-fictional profile of your ideal customer based on real data about who actually buys from you — their role, goals, pain points, and decision-making process. Good buyer personas keep your marketing relevant and your sales team talking to the right people. Bad ones are 30-page documents that nobody reads. The best personas are built from win/loss interviews, not brainstorming sessions.

A specific prompt that tells your audience exactly what to do next — book a demo, download a guide, start a free trial, or request a quote. CTAs seem simple but they're where most B2B marketing actually breaks down. Vague CTAs like 'Learn More' convert far worse than specific, value-driven ones like 'See How Company X Cut Churn by 40%.' Every page, email, and ad should have one clear CTA that matches the buyer's stage.

The full set of marketing programs designed to create awareness and interest in your product among potential buyers — before they ever raise their hand. Unlike lead generation, which captures existing demand, demand gen creates new demand through content, events, thought leadership, and brand building. It's a longer game, but companies that invest in demand gen build more durable pipelines and reduce their dependence on outbound.

An automated sequence of emails sent to prospects or customers over time, triggered by a specific action or schedule. Drip campaigns keep your brand top-of-mind and nurture leads who aren't ready to buy yet. The key is relevance — generic drip sequences get ignored and eventually hurt deliverability, while well-segmented campaigns that match the buyer's stage and interests consistently outperform one-off email blasts.