Signals Glossary

A strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

The customer buying journey that happens on third-party sites, communities, and other places where intent data is not typically captured by first-party cookies.

Matching a user to an identity based on known information like an email address or login ID, as opposed to probabilistic matching.

The process of linking multiple records that refer to the same real-world entity (e.g., connecting a personal email, work email, and cookie ID to one person).

Data that your company has collected directly from your audience—customers, site visitors, and social media followers.

Information that indicates a prospect's level of interest in a product or service, often derived from web search and content consumption patterns.

A business methodology in which the product itself is the primary driver of customer acquisition, conversion, and retention.

Revenue Operations is the strategic integration of sales, marketing, and customer success teams to drive revenue growth.

The process of capturing, analyzing, and acting upon a wide array of buying signals (from intent to product usage) to predict revenue outcomes.

Data that a customer intentionally and proactively shares with a brand, such as preferences, purchase intentions, and personal context.