B2B Marketing and Personalization Glossary
Short, precise definitions of the terms B2B marketing, growth and revenue teams use every day. Each entry starts with a one-sentence definition, then explains how the concept works, gives a worked example, shows how B2B teams use it and answers the common follow-up questions.
Entries link to the deeper material when you need more: for example, A/B testing links to the sample size calculator, and conversion rate optimization links to the full CRO guide. For the definition of website personalization itself, with types and examples, see what is website personalization.
Conversion and testing
Terms for measuring and improving how many visitors take the action you want.
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Conversion Rate Optimization (CRO)
Conversion rate optimization (CRO) definition, formula and process: research, hypothesis, test, learn. A worked B2B example and the mistakes to avoid.
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A/B Testing
What is A/B testing? A randomized experiment comparing a control and a variant. How it works, significance and power, and a worked sample-size example.
Visitor and company data
Terms for the data that tells you which companies visit and what they care about.
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Visitor Identification
Website visitor identification explained: company-level (reverse IP) vs person-level methods, realistic accuracy, and the GDPR rules that apply.
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Reverse IP Lookup
Reverse IP lookup explained: PTR records vs IP-to-company databases, IPv4 vs IPv6, and why VPNs and remote work limit B2B company identification.
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Firmographic Data
Firmographic data (firmographics) describes companies: industry, size, revenue, location, structure. Attribute table with example values and B2B uses.
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Technographics
Technographics describe the software and tools a company uses. How technographic data is collected, where it is wrong, and how B2B teams use it.
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Intent Data
Intent data definition: first- vs third-party signals, where they come from (review sites, publisher co-ops, bidstream) and how surge scores work.
Targeting and ABM
Terms for deciding which accounts to focus on and how to reach the people who buy.
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Account-Based Marketing (ABM)
Account based marketing (ABM) definition: the one-to-one, one-to-few and one-to-many tiers, how ABM differs from lead generation, and a worked example.
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Ideal Customer Profile (ICP)
Ideal customer profile (ICP) definition, a filled example, ICP vs buyer persona, and how to build one from closed-won and churn data, not guesswork.
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Segmentation
B2B segmentation definition: dividing a market of companies into groups by firmographic, technographic, behavioral and needs-based criteria. With example.
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Buying Committee
A buying committee is the group of people who make a B2B purchase decision. Typical roles, how big it really is, and how to reach it on your website.