Glossary

Every term in demand intelligence, defined for operators.

Twelve core terms, each defined the way we use them in client work, not the textbook version. Every entry links up to the cornerstone guide and across to related entries, so you can read them in order.

Glossary index Free read
A
Core concepts Demand Intelligence · Buying Signal
B
Intent data First-party · Third-party · Signals
C
Account data Firmographic · Technographic · ICP
D
Outcomes Revenue · Pipeline · Demand Waterfall
Terms 12 Read free

The core terms

Twelve terms, defined the way we use them.

Each entry links up to the cornerstone guide where the concept is used in full, and across to related entries so you can traverse the definitions in order.

How to use this glossary

Three reading paths, depending on where you are.

01

New to demand intelligence

Start with Demand Intelligence, then Buying Signal, then the three Intent Data entries in order.

02

Building an ICP

Read Firmographic Data, Technographic Data, and Ideal Customer Profile, in that order.

03

Auditing a vendor stack

Read Intent Data, First-Party, and Third-Party first. Then Buyer Intent Signal and Revenue Intelligence.

Related reading

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