Glossary: AI and B2B marketing terms explained

A to Z

All terms

Account Based Marketing (ABM)

Account-Based Marketing (ABM) is a highly targeted, strategic approach to B2B marketing where individual customer accounts are treated as distinct markets of one.

Agentic marketing platform

The platform that sits between your marketing strategy and your systems of record, and carries the production work between them.

AIDA model

The AIDA model is a foundational framework in marketing and communication that describes the psychological journey a consumer follows when interacting with a brand or product.

AI Tokens

AI tokens are digital units used to access, pay for or participate in AI-powered platforms, tools and decentralized AI ecosystems.

Artificial General Intelligence (AGI)

Artificial General Intelligence (AGI) is a stage where machines could understand, learn and reason across a broad range of tasks, much like the human mind.

Artificial Intelligence (AI)

Artificial Intelligence (AI) is a branch of computer science focused on building systems and software that can perform tasks normally associated with human intelligence.

Bias in Artificial Intelligence

Bias in Artificial Intelligence, also known as AI bias, refers to situations where AI systems produce unfair, skewed, or discriminatory results.

Buying persona

A buying persona is a semi-fictional representation of your ideal customer, created from market research, behavioral insights and real data about your audience.

Content Graveyard

A content graveyard is the growing collection of outdated, forgotten or unused digital content that builds up over time in a company’s online presence.

Content value chain

Research, plan, build, review, deploy, improve — the six phases Magnity maps its agents against.

Conversational AI

Conversational AI enables machines to understand, process and respond to human language in a natural way, through spoken or written conversation.

Customer Data Platform (CDP)

A Customer Data Platform (CDP) consolidates customer data from multiple sources into a single database, giving a complete view of each customer.

DALL-E

DALL-E is an AI model by OpenAI that generates images from text prompts, combining language understanding with advanced image generation.

Demand generation

Demand generation is a marketing and sales strategy focused on creating awareness, interest and long-term engagement with a company’s products or services.

Drip campaigns

Drip campaigns are the automated sending of a series of pre-written emails or messages to customers or prospects over time.

Email marketing

Email marketing is a digital marketing strategy that involves sending emails to prospects and customers to build engagement and drive conversions.

ETL – Extract, Transform, Load data

ETL stands for Extract, Transform, Load: the process of extracting data from various sources, transforming it for analysis and loading it into a data warehouse.

Evergreen content

Evergreen content is digital material that stays relevant, valuable and discoverable long after its initial publication.

Fine-tuning in AI

Fine-tuning is the process of making subtle adjustments to a pre-trained AI model so that it better adapts to specific tasks or datasets.

Foundation models in AI

Foundation models are large-scale AI systems trained on massive, diverse datasets that serve as the foundation for a wide range of downstream tasks.

Generative AI

Generative AI refers to artificial intelligence systems that can create new content, including text, images, audio, video, code and data, based on patterns learned from large datasets.

Generative Pre-trained Transformers (GPT)

Generative Pre-trained Transformers (GPT) are OpenAI’s language models that generate human-like text by predicting the next word, trained on a vast corpus of text.

Guardrails in Artificial Intelligence

AI guardrails are the frameworks, practices and technologies that ensure AI systems are developed and deployed responsibly, ethically and safely.

Hallucination in Artificial Intelligence

AI hallucination is when an artificial intelligence system generates false, fabricated or misleading information while presenting it as accurate.

Ideal customer profile (ICP)

An Ideal Customer Profile (ICP) describes the hypothetical company or individual that would benefit most from your product or service.

Inbound marketing

Inbound marketing attracts potential customers with valuable, relevant content and personalized experiences instead of outbound messages.

Key Performance Indicators (KPIs)

Key Performance Indicators (KPIs) are measurable values that show how effectively an organization is achieving its core business objectives.

LangChain

LangChain is an open-source framework for building applications powered by large language models, connecting them with external data, tools and workflows.

Large Language Model (LLM)

A Large Language Model (LLM) is an AI model within natural language processing, designed to understand, interpret and generate human language.

Lead nurturing

Lead nurturing guides potential customers into qualified leads through personalized content, engagement and relationship-building.

Lifecycle stages

Lifecycle stages are the phases a customer goes through with a business, from first awareness to post-purchase loyalty and advocacy.

Marketing Automation

Marketing automation uses software to manage, execute and measure marketing activities automatically across multiple channels.

Multi modal AI

Multi-modal AI refers to AI systems that process and understand several types of data, such as text, images, audio and video, at the same time.

Natural Language Processing (NLP)

Natural Language Processing (NLP) is the area of AI that enables computers to understand, interpret and generate human language.

Objectives and Key Results (OKRs)

Objectives and Key Results (OKRs) is a goal-setting framework that pairs ambitious objectives with specific, measurable key results.

Omnichannel marketing

Omnichannel marketing creates a seamless, consistent customer experience across all marketing channels and touchpoints through shared data.

Open rate

Open rate is the email marketing metric that measures the percentage of delivered emails that recipients open.

Opt-in

Opt-in is a permission-based marketing practice where people explicitly agree to receive communications from a company.

PAS Model

The PAS model (Problem, Agitation, Solution) is a persuasive marketing framework that starts with the customer’s problem before offering a solution.

Pretraining in Artificial Intelligence

Pretraining is where an AI model is first trained on a large, general-purpose dataset before being fine-tuned for specific tasks.

Profit on Ad Spend (PoAS)

Profit on Ad Spend (PoAS) measures the profit generated from advertising relative to the cost of the ads.

Prompt engineering

Prompt engineering is the practice of designing and refining prompts to guide AI models toward accurate, relevant or creative outputs.

Reinforcement learning

Reinforcement learning is a type of machine learning where an AI agent learns to make decisions through rewards and penalties from its environment.

Retrieval Augmented Generation (RAG)

Retrieval Augmented Generation (RAG) combines information retrieval with language generation, so AI answers are grounded in external knowledge.

Return on Investment (ROI)

Return on Investment (ROI) is a financial metric that shows how much value or profit an investment generates compared to its cost.

Speech to text

Speech-to-text, also known as automatic speech recognition (ASR), converts spoken language into written text.

SPF (Sender Policy Framework) records

SPF (Sender Policy Framework) is an email authentication protocol that specifies which mail servers may send email on behalf of a domain.

Structured data

Structured data is information organized in a predefined, machine-readable format that makes it easy for computers to store, process and analyze.

Temperature in AI

AI temperature is a parameter that controls how random or predictable an AI model’s responses are.

The EU AI Act

The EU AI Act is the European Union’s regulatory framework for the development, deployment and use of artificial intelligence across EU member states.

Tone of voice

Tone of voice is the distinct personality and emotional character a brand communicates through its language.

Unique Selling Proposition (USP)

A Unique Selling Proposition (USP) defines what makes a product or brand stand out, explaining why customers should choose it over competitors.

Vanity metrics

Vanity metrics are statistics that look impressive but don’t correlate with what really drives a business, such as revenue, loyalty and growth.

Win-Back Campaign

A win-back campaign is a marketing strategy aimed at re-engaging customers who have stopped interacting with a brand.

Zero-Party Data

Zero-party data is information a customer intentionally and proactively shares with a brand, such as preferences and purchase intentions.

Glossary