---
title: "What Is...? | B2B Marketing Glossary"
url: https://metadata.io/what-is/
description: "Comprehensive B2B marketing glossary. Expert guides on demand generation, ABM, AI marketing tools, intent data, and more."
source: metadata.io
---

# The B2B marketing glossary.

Comprehensive B2B marketing glossary. Expert guides on demand generation, ABM, AI marketing tools, intent data, and more.

### What Is Demand Generation?

The complete guide to creating awareness and driving pipeline through integrated marketing programs that go beyond lead generation.

### What Is Account-Based Marketing?

How ABM flips the funnel to target high-value accounts with personalized campaigns across sales and marketing.

### What Are AI Marketing Tools?

How artificial intelligence is transforming B2B marketing, from audience targeting and bid optimization to creative generation.

### What Is Campaign Experimentation?

The systematic approach to testing audiences, creatives, and channels that separates high-performing demand gen teams from the rest.

### What Is Intent Data?

How B2B intent signals reveal which accounts are actively researching solutions, and how to use that data to prioritize and target.

### What Is B2B Audience Targeting?

Building precise B2B audiences using firmographic, technographic, and behavioral data for paid campaigns that reach the right buyers.

### What Is Revenue Marketing?

The shift from measuring marketing by leads and MQLs to measuring by pipeline contribution and closed revenue.

### What Is Firmographic Data?

Company-level attributes, industry, size, revenue, location, that form the foundation of B2B audience targeting and segmentation.

### What Is Technographic Data?

Technology stack intelligence that reveals what tools companies use, enabling precise targeting based on tech adoption and compatibility.

## Ready to put these strategies into action?

See how Metadata automates demand generation, audience targeting, and campaign optimization, all from one platform.