Account mapping
Charting the people, teams and reporting lines inside one target company so the right person gets the right message. The enterprise version of a lead list.
Resources / Glossary
GTM glossary
Definitions of the terms behind B2B prospecting, outbound and go-to-market work, and how they work in Leadspicker. Your guide to finding and reaching the right buyers.
Sections
A
AI BDR
Software that drafts and sends first-touch outreach on behalf of a sales team. We use AI for the personalised clause, never the whole message.
AI personalization
Using a model to write the part of a message that must differ per recipient. Generate the clause, never the whole message: native speakers spot generated text on first read.
AI sales prospecting
Finding and qualifying companies and people with models that read job ads, news and company data. The output is a shortlist with a reason to write, not a database.
B
B2B data provider
A company that sells business contact and company data. Leadspicker buys email addresses from specialised providers and aggregates over 500 sources rather than processing them itself.
B2B database
A searchable store of companies and contacts you can pull lists from. Refreshed monthly, with the deepest coverage in Czechia and Slovakia and job-ad coverage across most of Europe.
B2B sales
Selling to companies rather than consumers: longer cycles, more people in the decision, and outreach that only pays above a certain deal size.
BANT
Budget, authority, need, timing. The oldest qualification checklist, where it still works and where it drops good leads too early.
Buying signals
Events at a company that suggest it is about to buy: a hire, a move, a filing. A small team receiving 10 to 20 signals a day works through barely one; track fewer and act on them.
C
Champion tracking
Watching for job changes among the people who bought from you. When a champion leaves a customer, you learn immediately and can engage the replacement before the account churns. Includes job change tracking.
Cold calling
Phoning a prospect who has not asked to hear from you. Where the numbers come from, what hit rates to expect by role, and when a call beats an email.
Cold email
An unsolicited email to a business contact. What separates it from spam in the eyes of a filter, and what the first one should do: get a reply, not close a deal.
Cold email infrastructure
The domains, mailboxes and DNS records a cold campaign runs on. Reaching 20,000 leads a month needs hundreds of mailboxes across dozens of domains, a cost most plans leave out.
Cold email reply rate
The share of recipients who answer. The only outreach metric a scanner cannot fake, and the one to optimise for. Benchmark published once re-measured.
Cold outreach
A first message to one person who does not know you. Have a reason for today, personalise with something real, aim for the meeting, not the deal.
Contact enrichment
Adding a direct email or phone number to a known person. Phone hit rate is about 70 % for senior management in active industries and about 30 % for individual engineers.
CRM hygiene
Keeping CRM records current, deduplicated and complete. Most pipeline decay is people who changed jobs without the record changing.
D
Data compliance for outreach
The rules a data platform and a sender work under: legitimate interest in the EU, CCPA and the California Delete Act, and the audits behind official mailbox connectors.
Data decay
The rate at which contact and company data goes stale as people move and companies change. Why the database is refreshed monthly.
Data enrichment
Adding external facts to a record you already hold: size, technologies, open roles, department sizes. Over 60 data points are available per company.
Discovery call
The first conversation after a reply: what to learn, what to skip, and how it decides whether a second meeting is worth either side's time.
E
Email authentication
SPF, DKIM and DMARC: the three DNS records that decide whether receiving servers trust your domain at all. A missing record is the most common reason outreach gets no replies.
Email deliverability
The share of sent email that reaches a real inbox. The umbrella for authentication, reputation, gateways, placement and content.
Email security gateway
A filtering service such as Proofpoint or Barracuda that sits in front of a company's mail server and decides what reaches employees. One complaint blacklists you for every organisation the gateway protects.
Email sending limits
How many cold emails one mailbox can send a day without damaging its reputation. We run five per mailbox per day; warm contacts take 20 to 30. Scale by adding domains, not by pushing one mailbox.
Email sequence
A timed series of messages to one contact that stops when they reply. Written once by hand, varied with spintax, personalised with a generated clause.
Email verification
Checking that an address exists before you send. Covers catch-all domains, hard vs soft bounces and bounce rate. Verification costs €0.02 per address.
F
Firmographic data
Facts about a company as a company: size, industry, location, revenue band, department sizes. One of the 60-plus data points an enrichment run can add.
G
GTM engineer
The role that wires data, signals and sequences together, increasingly from Claude Code, Cursor or Codex. Leadspicker runs as one step in a larger pipeline over MCP.
I
Ideal customer profile
The description of the company and person your product fits best. Cold outreach only pays above a deal size: €1,000 per deal is the floor and about €5,000 a year is where it works best.
Inbox placement
Whether a delivered email lands in the inbox or in spam. Matching the sending provider to the recipient's provider, Gmail to Gmail, measurably improves it.
Inside sales
Selling remotely by phone, email and video rather than in the field. Most outbound teams are inside sales teams whether they call it that or not.
Intent signals
Behaviour that shows a company is researching a purchase. Includes intent data. Capacity, not signal quality, is the constraint.
L
Lead enrichment
Adding company and contact facts to a lead so a team can decide whether it is worth working. The umbrella term for the four enrichment entries.
Lead list
A list of companies and contacts worth working. How a good one is built: lookalike seed, enrichment, then an AI column that keeps the sixty that fit.
Lookalike modeling
Finding companies similar to ones you already sell to. Seed with one to ten customers, or describe the customer in plain text; existing customers encode things you would struggle to write down.
M
MCP server for sales teams
How a sales team connects its data and sequencing tool to Claude Code, Cursor or Codex over the Model Context Protocol, and uses one slice of it inside a larger pipeline.
MEDDIC
Metrics, economic buyer, decision criteria, decision process, identify pain, champion. A qualification framework for complex deals, with MEDDPICC as its extension.
MQL vs SQL
Marketing qualified vs sales qualified leads, and how a lead moves between them. Covers lead qualification and product qualified leads in one place.
Multichannel outreach
Running email alongside a second channel in one sequence, with every reply in one inbox. Which channel goes first depends on the domain's history and who you are writing to.
O
Outbound sales
Reaching buyers who have not asked to hear from you. A sensible setup for 20 to 30 meetings a month: 10 domains, 30 mailboxes, 5 emails per mailbox per day, about 3,000 a month.
P
Plain text email
Cold email without images, buttons or heavy formatting. A link in the signature and an unsubscribe footer cost us several points of reply rate; images cost deliverability outright.
R
RevOps
Revenue operations: the people and systems that keep marketing, sales and customer success on one set of data and one process.
S
Sales cadence
The order and timing of touches to one contact across channels. Email at five per mailbox per day; the first message lands after the contact has accepted, not before.
Sales engagement
Running sequences, calls and replies from one place, and the category of software that does it. Neutral definition, no vendor comparison.
Sales pipeline
Every open opportunity by stage, and the sales cycle that moves them. Includes sales velocity as the one formula that ties the two together.
Sales prospecting
Finding and qualifying the companies and people worth a first message, before any message is written. The entry point of outbound; narrow targeting beats good copy.
SDR vs BDR
Sales development and business development representatives: who prospects, who qualifies, and why the titles are used interchangeably. Also covers what an SDR does day to day.
Signal-based prospecting
Prospecting that starts from what changed at a company rather than from a static list. Leadspicker's own category; includes signal tracking, the feature that delivers signals as tasks.
Spam trap
An address that exists only to catch senders with poor list hygiene. Isolated domains mean you cut the trapped domain and keep sending on the rest.
Speed to lead
The time between a lead's first interaction and your first response. Respond within five minutes; classification that takes a person minutes runs on your rules in seconds.
Spintax
Writing several alternatives for a phrase so each send picks one at random. Roughly one identical message in 150, instead of a hundred copies that differ only by first name.
T
TAM, SAM, SOM
Total, serviceable and obtainable market. How to narrow a market figure down to a list you can actually write to, with lookalikes and enrichment.
Technographic data
The technologies a company uses, read from its website and job ads. A relevance filter and a common source of the personalised opening line.
Tracking pixel
An invisible image that records an open when loaded. Off by default in Leadspicker: since 2023 most opens are security scanners, and the pixel carries the deliverability cost of any image.
Trigger events
Dated events that justify writing today: a new executive, an office opened, a grant won, a filing published. The reason in the first sentence of a cold message.
U
Unified inbox
One view of every reply from every connected mailbox and messaging account. One person can run setup and replies for a whole team.
W
Waterfall enrichment
Trying data providers in sequence until one returns a result, instead of paying each in parallel. Our phone lookups cascade across roughly 21 providers; we tested about 30 before settling.
Website visitor identification
Recognising which company is behind a visit to your site and turning it into a lead with the right people attached. Includes the GDPR question every buyer asks.
