Lead Generation (page 5)
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Lifetime Value (LTV)
Lifetime value (LTV) is the total revenue or profit a customer is expected to generate over the entire relationship with a company. In B2B sales development, LTV helps SDR and revenue teams decide which accounts to target, how much to spend on outbound acquisition, and how to balance meeting volume against long-term contract value and retention.
Learn moreLead Generation Agency
A B2B lead generation agency is a specialized firm that builds and runs outbound prospecting programs, using channels like cold calling, email, and LinkedIn, to create qualified sales meetings for business-to-business companies. Instead of relying only on in-house SDRs, companies hire these agencies to consistently identify, engage, and qualify decision-makers so sales teams can focus on running demos and closing deals.
Learn moreLead Generation
Lead generation is the process of identifying and engaging potential B2B buyers (leads) who fit your ideal customer profile and may have intent to purchase. In sales development, it combines targeted data, outbound outreach, and inbound channels to consistently feed qualified meetings and opportunities into the sales pipeline, so account executives can focus on selling, not prospecting.
Learn moreLead
A lead is a person or organization that has shown some interest or fit for your product and is captured in your sales process for follow-up. In B2B sales development, leads originate from outbound prospecting, inbound inquiries, events, or referrals and are typically the first measurable stage in the revenue funnel before qualification into MQLs, SQLs, and opportunities.
Learn moreLanding Page
A landing page is a standalone web page built to turn visitors into leads or customers by focusing them on one action. In B2B sales development, a landing page converts targeted traffic from SDR outreach, paid campaigns, or email sequences into sales-qualified leads, removing navigation distractions and directing visitors toward one clear action like booking a demo or discovery call.
Learn moreInbound Marketing
Inbound marketing is a strategy for attracting people to your brand through helpful content and experiences instead of interruptive outreach. In B2B sales development, it earns attention through channels like search, social, and webinars, then converts that interest into qualified leads that SDRs nurture into sales meetings and opportunities.
Learn moreImpression
An impression is a single exposure of a person to your brand or message, such as seeing an email in their inbox, an ad in a feed, or a banner on a website. In B2B sales development, impressions sit at the very top of the funnel and measure outreach reach, frequency, and efficiency across channels before replies, meetings, or opportunities are created.
Learn moreHand Raising
Hand raising is when a prospect clearly signals sales-ready interest, such as filling out a demo form, replying positively to outreach, or booking time on a calendar. In B2B sales development, hand raisers actively invite contact rather than passively engaging, giving SDR teams a high-intent queue to prioritize for fast, personalized follow-up and qualification.
Learn moreGuerilla Marketing
Guerilla marketing is the use of unconventional, creative, low-cost tactics to grab attention and make a memorable impression, often in unexpected places. In B2B sales development, guerilla campaigns target specific accounts or decision-makers with surprising touchpoints that integrate with outbound channels to spark conversations and book qualified meetings at a higher ROI.
Learn moreGrowth Hacking
Growth hacking is a data-driven, experiment-heavy approach to finding fast, low-cost ways to grow. In B2B sales development, it applies that approach to generating pipeline, with SDR teams rapidly testing and iterating on channels, messaging, offers, and processes to find outsized results, combining analytics, automation, and creativity to improve cold outreach, meeting rates, and revenue.
Learn moreFunnel
A funnel is a model of the stages people move through from first awareness to a final action, like a purchase. In B2B sales development, a funnel maps how prospects move from cold lead to qualified opportunity to closed customer, showing how many accounts sit at each step so you can measure conversion rates, forecast revenue, and optimize prospecting, outreach, and qualification.
Learn moreEvent Marketing
Event marketing is the use of in-person, virtual, and hybrid events to engage an audience and build relationships. In B2B sales development, it uses conferences, trade shows, webinars, and field events to generate qualified leads, accelerate pipeline, and deepen relationships with target accounts, aligning sales and marketing around pre-event prospecting, on-site engagement, and post-event follow-up.
Learn moreDisplay Advertising
Display advertising is the use of visual, banner-style ads shown across websites, apps, and social platforms to build awareness and drive engagement. In B2B sales development, display ads are typically bought programmatically, support account-based marketing (ABM), and help generate and warm up leads by retargeting buyers and keeping your brand visible throughout long B2B sales cycles.
Learn moreDirect Marketing
Direct marketing is advertising that reaches a specific audience with a measurable, one-to-one message and a clear call to action, rather than broad brand awareness. In B2B sales development, it means targeted outreach to specific decision-makers and buying committees across email, cold calling, LinkedIn, and direct mail. The focus is personalized messages, trackable responses, and calls to action that generate pipeline.
Learn moreDirect Mail Marketing
Direct mail marketing is the practice of sending physical mail, such as letters, postcards, or packages, to a targeted audience to prompt a response. In B2B sales development, it targets specific companies and decision-makers alongside cold calling, email, and digital touchpoints to break through inbox noise, create memorable moments, and lift response rates from high-value accounts.
Learn moreDirect Mail Follow Cadence
Direct Mail Follow Cadence is a structured, multi-touch outreach sequence that begins after a prospect receives a physical direct mail piece in a B2B context. It coordinates timely follow-up via phone, email, and sometimes social touches so SDRs can reference the mailed item, reinforce the message, and convert offline interest into booked meetings and qualified pipeline.
Learn moreDirect Mail
Direct mail is physical promotional material, such as letters, postcards, or packages, sent through the post to a targeted audience. In B2B sales development, it is sent to specific companies and decision-makers to start or advance sales conversations. As a targeted outbound channel, it complements cold calling and email with a tangible, personalized touch that cuts through digital noise and lifts response and meeting rates for SDR teams.
Learn moreDemand Generation
Demand generation is the set of marketing programs that create and capture interest in a product across its target market. In B2B sales development, it blends brand awareness, targeted outbound (email, cold calling, SDR outreach), content, and data-driven nurturing to consistently turn ideal prospects into sales-ready opportunities and meetings.
Learn moreDeal Source
Deal source is the field used in CRM and sales systems to record where a qualified opportunity originated, such as an outbound call, cold email, partner referral, or trade show. In B2B sales development, it goes beyond basic lead source by tying actual pipeline and revenue back to the specific channel, motion, or campaign that generated the opportunity, so teams can optimize go-to-market investments and SDR activity.
Learn moreCross-Selling
Cross-selling is the practice of offering an existing customer additional, complementary products or services related to what they already bought. In B2B sales development, SDRs and account teams use customer insights, intent data, and timing to cross-sell, expanding wallet share and customer lifetime value without the cost of acquiring new buyers.
Learn moreCost-Per-Meeting
Cost-Per-Meeting (CPM) is a B2B sales development metric that calculates the total cost required to generate one held, qualified sales meeting. It includes SDR salaries, tools, data, management, and/or vendor fees divided by the number of qualified meetings completed, and is used to compare channels, vendors, and strategies for building pipeline efficiently.
Learn moreCorporate Gifting
Corporate gifting is the practice of sending thoughtful, compliant gifts to build and strengthen business relationships with prospects, customers, partners, or employees. In B2B sales development, corporate gifting is integrated with outbound sequences and account-based motions to boost response rates, accelerate meetings, and reinforce brand perception at key deal stages.
Learn moreConversion Path
A conversion path is the sequence of steps a person takes from first interaction to a desired action, like a purchase or signup. In B2B sales development, a conversion path moves a prospect from initial contact (a cold email, call, or list entry) to a qualified outcome like a booked meeting, opportunity, or closed deal, connecting prospect behavior, SDR activities, and funnel stages into a measurable journey.
Learn moreConversion
A conversion is when someone completes a desired action, such as a click, sign-up, reply, or purchase, that moves them to the next step in a funnel. In B2B sales development, a conversion is tied to account-based activities and sales-qualified milestones, like replying to an email, accepting a meeting, or becoming a qualified opportunity across long, multi-touch buying journeys.
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