Demand

Demand · 16

• Case Study A documented customer success story used as a BOFU proof point. C5
• Content Syndication Distributing content through third-party networks to reach and capture leads beyond your own audience. C5
• Demand Capture Converting existing, active interest into qualified pipeline — prospects already searching for a solution. C5
• Demand Creation Building awareness among audiences who don't yet recognize they have the problem you solve. C5
• Demand Generationdemand gen Full-funnel marketing that builds awareness, interest, and preference to create a predictable pipeline. Combines demand creation (new awareness) and demand capture (converting existing interest). C5
• Gated Content Content (ebooks, reports) placed behind a form to capture lead contact info in exchange for access. C5
• Inbound Demand where the prospect initiates contact, having been pulled in by content/SEO/brand. Contrast with outbound. C5
• Intent Databuyer intent Behavioral signals (content consumption, search surges, site visits) indicating an account's active interest in a topic or category. C5
• Intent Surgesurge (e.g. Bombora) A spike in an account's research activity around a topic, used as a trigger to prioritize outreach. C5
• Lead Generationlead gen The narrower practice of capturing contact information and maximizing lead volume, typically via gated content and forms. C5
• Lead Scoring Assigning points to leads based on firmographic/persona fit and behavioral/intent signals; crossing a threshold promotes a lead to MQL. Often weighted (e.g. fit 40% + engagement 60%). C5
• Nurturenurture flow, lead nurturing, drip A structured sequence of communications (often automated) that moves leads through the funnel by delivering stage-appropriate value until they're ready to buy. C5
• Predictive Lead Scoring AI/ML-driven scoring that uses historical conversion data to predict which leads will convert, rather than hand-set point rules. C5
• Signal Taxonomyzero-party / first-party / third-party data The classification of buyer signals by source: zero-party (volunteered directly, e.g. a form or preference), first-party (your own observed behavior, e.g. site visits, product usage, badge scans), and third-party (external intent and firmographic data). Determines reliability and how a signal should be weighted in scoring and routing. C5
• Speed-to-Leadlead response time How fast a high-intent lead gets a response. Best-in-class is under ~10 minutes during business hours; latency loses deals to competitors. C5
• Thought Leadership Authority-building content that positions a brand or person as a trusted expert, keeping them top-of-mind during the buying journey. C5