GTM Glossary

Every go-to-market term you actually need — defined in plain English, grounded in real plays, and honest about when it's a bad idea.

A

Account-based marketing

Account-based marketing is a B2B strategy that treats a defined list of high-value companies as individual markets, building outreach around the specific people inside them instead of chasing individual leads.

B

Brand awareness

Brand awareness is the extent to which buyers recognize and recall a brand when a relevant need arises, which determines whether it makes the shortlist before evaluation begins.

C

Content marketing

Content marketing is creating and publishing material people choose to consume, rather than buying their attention, in order to build an audience that trusts you before it needs you.

Corporate gifting

Corporate gifting is sending a physical object to a prospect, customer, or influential person to open or advance a relationship, usually aimed at a named account rather than a broad list.

D

Demand generation

Demand generation is the marketing discipline of creating awareness and interest in a category across an entire market, then capturing that interest when buyers are ready to act.

Direct mail

Direct mail is marketing sent through the postal system to a physical address, used in B2B to reach named accounts with something a buyer has to hold, open, and decide what to do with.

E

Earned media

Earned media is coverage and sharing you did not pay for and do not own, including press articles, organic social posts, forum threads, and word of mouth generated by something you did.

Experiential marketing

Experiential marketing builds something a person participates in rather than watches, using a live experience to create a memory and a story the participant tells afterward.

F

Field marketing

Field marketing is marketing that happens in person in a specific place, covering events, conferences, local activations, and hand-delivered campaigns aimed at a defined set of accounts or a defined region.

G

Guerrilla marketing

Guerrilla marketing is any unconventional, low-cost tactic that earns attention in public space or online instead of buying it, relying on surprise and word of mouth to carry the message.

I

Ideal customer profile

An ideal customer profile is a description of the company types that get the most value from your product and are the cheapest for you to win, keep, and grow.

Intent data

Intent data is behavioral signal indicating that a company or person is actively researching a product category, used to prioritize which accounts to contact and when.

O

Out-of-home advertising (OOH)

Out-of-home advertising is paid media placed in physical public space, including billboards, transit, airports, and elevator screens, that reaches people while they are away from home.

Outbound prospecting

Outbound prospecting is initiating contact with buyers who have not raised their hand, using email, calls, social, or physical touches to start a conversation the buyer did not ask for.

P

PR stunt

A PR stunt is a staged, deliberately unusual event created to earn press coverage and organic sharing rather than to sell directly, with the spectacle designed from the start to be filmed and spread.

T

Trade show marketing

Trade show marketing is the activity a company runs around an industry conference to meet buyers, covering the booth, sponsorships, side events, and everything staged outside the venue.