A plain-language glossary for B2B paid acquisition. These definitions help marketing and sales teams use the same terms when reviewing campaign performance.
SQL
A sales-qualified lead is a prospect that sales has accepted as worth active follow-up under the company’s qualification rules. A lead count is not an SQL count.
Qualified pipeline
Potential revenue connected to opportunities that meet the company’s qualification criteria. It is a stronger commercial measure than clicks or raw form fills.
CAC
Customer acquisition cost. It is the total cost of acquiring a customer, divided by the number of new customers in the period being measured. Define which costs and time period are included before comparing it.
Attribution
The method used to connect marketing activity with leads, opportunities, or revenue. Attribution is useful when its limits are clear and CRM stages are reliable.
ABM
Account-based marketing. A focused approach that selects target companies and coordinates audience, message, sales activity, and measurement around those accounts.
Paid acquisition
The use of paid channels such as LinkedIn Ads and Google Ads to create demand or capture existing demand. Performance depends on audience fit, offer, landing page, sales follow-up, and measurement.
Related resources
Read the B2B paid acquisition resources, review the funnel audit service, or book a call.