Mason glossary
B2B sales and buying signals glossary
Plain definitions of the B2B sales, prospecting and buying signal terms we use, with an example and the common mistakes for each.
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B2B buying process
The steps a company goes through to buy something, from noticing a problem to signing.
Read ↗BANT
A quick qualification method that checks Budget, Authority, Need and Timeline.
Read ↗Buyer intent
Evidence that a company is actively looking to buy what you sell.
Read ↗Buyer journey
The path a buyer takes from first noticing a problem to choosing a solution.
Read ↗Buyer persona
A short profile of the person who buys what you sell. In B2B it is a guess until you check it against real people.
Read ↗Buying committee
The group of people inside a company who take part in a purchase decision.
Read ↗
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Sales accepted lead
A lead that marketing passed to sales and that sales has agreed to work.
Read ↗Sales qualified lead
A prospect a salesperson has spoken to and judged worth pursuing as a real opportunity.
Read ↗Serviceable addressable market
The part of the total market your product, prices and reach can actually serve today.
Read ↗Signal based marketing
Choosing who to contact, and when, from observable changes at a company.
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Technographic data
Data on which technology a company uses, from its CRM to its ecommerce platform.
Read ↗Third party intent data
Signals about which companies are researching a topic, collected on websites you do not own.
Read ↗Total addressable market
The total yearly revenue available if every possible customer bought what you sell.
Read ↗Trigger event
Something that happens at a company and creates a dated reason to buy now.
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