# Terms used in B2B demand generation

> Short, plain definitions of the B2B marketing, advertising, privacy and product terms used across the Demander site, each linked to the page that covers it in depth.

Plain definitions of the advertising, attribution, privacy and product terms on this site, with links to the pages that explain each one in depth.

**ABM**: Account-based marketing: choosing the target companies first and aiming ads, content and outreach at the people inside them, instead of collecting leads and sorting them afterwards. Demander runs it with company lists and role targeting on LinkedIn and profile targeting on Microsoft.

**AI tell**: A habit that makes text read as machine-written, such as the long dash used as a pause, stock verbs or slogan-shaped sentences. Demander checks the copy it writes and sends for them; see [AI tells in copy](https://demander.to/resources/ai-tells-in-copy/).

**Autonomy level**: How much Demander may do without asking, from L0 (recommendations only) to L5 (everything your policies allow). Each plan sets the highest level available, and the hard limits, such as spend caps and the kill switch, apply at every level.

**Buying committee**: The people who take part in a B2B purchase: usually an economic buyer, a champion, a technical evaluator and users, and sometimes procurement. Mapping it means naming the roles and the people who hold them at each target account.

**CAC**: Customer acquisition cost: what you spend on marketing and sales to win one new customer, usually media, tools and salaries divided by the new customers in the period. Read it next to lifetime value and payback time.

**Click ID**: A parameter an ad platform adds to the landing page URL when someone clicks an ad, such as gclid (Google), msclkid (Microsoft), fbclid (Meta) or li_fat_id (LinkedIn). Sending it back with a later conversion lets the platform match the two. In the EU, storing it needs marketing consent.

**Company list**: A list of target companies uploaded to an ad platform so campaigns reach the people who work there. LinkedIn matches company lists to company pages. Demander keeps its stage and prospect lists in sync there and sends LinkedIn company domains only.

**Company-level identification**: Working out which organisation a website visit came from, without identifying the person. Demander runs it only under a documented legitimate interest assessment or with marketing consent, and never for a visit that sends Global Privacy Control.

**Containment**: The safety state Demander enters after a critical anomaly, such as overspend against plan or clicks with no conversions recorded: nothing that raises spend runs automatically until it clears. Containment always runs, even with the kill switch on.

**Conversion API**: A server-to-server endpoint for sending conversions to an ad platform, alongside or instead of the browser pixel: Meta’s and LinkedIn’s Conversions APIs, Google’s Data Manager API and others. Each event carries an id so the platform can drop duplicates.

**Creative fatigue**: The fall in an ad’s response as the same people see it again and again. Demander flags it when an ad’s recent click-through rate drops below 70 percent of its early rate while frequency is above the platform’s threshold, and proposes a fresh variant.

**Customer Match**: Google Ads’ way of targeting or excluding your own customers and contacts by uploading hashed e-mail addresses. Demander syncs only contacts who gave explicit marketing consent and are not suppressed, and never prospected people.

**Data-driven attribution**: Attribution that learns credit from the difference between journeys that converted and journeys that did not, instead of applying a fixed rule. Demander shows a Markov removal-effect view: how far the chance of converting falls when a channel is taken out.

**Deslop**: The mechanical clean-up Demander applies to copy: dashes become commas or full stops, a short list of inflated words becomes the plain word, and empty filler is removed. It makes only fixes that never change meaning; anything else is flagged for a rewrite.

**Double opt-in**: Confirming a sign-up with a second step: the person receives an e-mail and clicks a link before their consent counts. Demander records e-mail consent only when the recipient confirms, with the time and the source.

**First-party data**: Data you collect directly from people who deal with you: visits to your site, form fills, sign-ups, replies and your CRM records. With consent it can feed ad audiences; data bought or prospected from others cannot be uploaded the same way.

**Frequency cap**: A limit on how many times one person sees an ad in a given period. It slows creative fatigue and keeps a small audience from soaking up a whole budget.

**Geofencing**: Targeting ads at people inside a radius around a place. Demander draws geofences around companies’ offices, combines them with role targeting, and never geocodes sole traders or residential addresses. Radius targeting works on Google, Meta and Microsoft.

**Global Privacy Control**: A browser signal telling websites that the person does not want their data sold or shared. Demander treats it as no marketing consent and skips company identification for that visit.

**Guardrail**: A hard limit every automated change has to pass before it runs, such as the daily and monthly spend caps, the cap on how far a budget moves in a day, or the stop on spend increases while tracking is broken.

**ICP**: Ideal customer profile: the kind of company most likely to buy and succeed with your product, described by industry, size, country, technology and buying triggers. Personas describe the people inside it.

**Instant Form**: Meta’s lead form, which opens inside Facebook or Instagram with details prefilled from the person’s profile. Demander can create one when it publishes a campaign and collects its leads like any other conversion.

**Kill switch**: The emergency stop in Demander. It pauses the running campaigns on the ad platforms and holds outreach e-mails, scheduled posts and broadcasts until it is released; new chat messages go to a person. Pauses and budget cuts still go through; launches and budget increases do not. Releasing it does not resume the campaigns on its own.

**Lead gen form**: LinkedIn’s native lead form, prefilled from the member’s profile and submitted without leaving LinkedIn. Demander creates Lead Gen Forms when it publishes a campaign and collects their leads like any other conversion.

**Legitimate interest**: A lawful basis under GDPR Art. 6(1)(f): you may process personal data for your own interest if the processing is necessary and does not override the person’s rights. It needs a written legitimate interest assessment (LIA), which Demander requires before opt-out prospecting or identification without consent.

**Live mode**: The workspace setting in which Demander acts on your real ad accounts, mailboxes and social profiles, within your autonomy level and guardrails. New workspaces start in sandbox mode.

**Lookalike audience**: An audience an ad platform builds from people who resemble a seed list, such as your customers. Demander seeds lookalikes on Meta, Google and LinkedIn only from people it may share, such as customers and consented contacts.

**Managed ad spend**: Spend in a calendar month on campaigns Demander launched or manages in your connected ad accounts. Every plan includes the first €5,000 a month, and above the plan’s band a small percentage applies. You pay the platforms for the media directly.

**MCP**: Model Context Protocol, an open standard for connecting AI assistants to tools and data. Demander’s MCP server lets an agent read accounts and attribution, propose budget changes and approve actions, with exactly the authority of the gate and the scopes of its API token.

**MQL**: Marketing qualified lead: a lead that marketing judges ready for sales attention, by fit and engagement. In Demander a conversion can count as an MQL, which moves the company to the high-intent stage.

**Multi-touch attribution**: Attribution that splits the credit for a conversion across several touches instead of giving it all to the first or the last. Linear, time-decay, position-based and W-shaped models are all multi-touch.

**Offline conversion**: A conversion that happens outside the ad platform’s view, such as an SQL or a won deal in your CRM, sent back to the platform and matched to the original click or a hashed e-mail. It lets the platform’s bidding learn which clicks became pipeline.

**Opportunity**: A deal in the CRM that sales has qualified and is working, with an expected amount. Demander treats opportunity creation as the main pipeline event for attribution and budget decisions.

**Path explorer**: A Demander report that turns account journeys into sequences of steps and compares the paths of accounts that converted with those that did not, with conversion rate, time to convert and pipeline for each path.

**Performance Max**: A Google Ads campaign type that runs across Search, YouTube, Display, Discover, Gmail and Maps from one set of assets, with Google choosing placements and bids. Demander cannot attach its customer exclusion lists to it, so it warns you instead.

**Persona**: A description of one role you sell to: the job, seniority, pains, what they need to see and where they can be reached. Demander proposes personas from your website and checks each one against market data, reach and country rules.

**Personal API token**: A key for the Demander API and MCP server, created under Settings, API tokens. It carries scopes (read, write, approve), expires after 1 to 365 days and is shown once. Settings, integrations and members stay reachable only from a signed-in session.

**Pipeline**: The open opportunities in your CRM and their total value. Demander measures channels, campaigns and messages by the pipeline they create, and moves budget toward it.

**Position-based attribution**: An attribution model that gives 40 percent of the credit to the first touch, 40 percent to the last and shares the remaining 20 percent across the touches in between. Also called U-shaped.

**Retargeting**: Showing ads to people or companies who already interacted with you. Demander keeps one list per funnel stage, so each account sees the ad and offer for where it is, and keeps customers and accounts in sales out of acquisition campaigns.

**Reply subdomain**: A subdomain of your sending domain, such as reply.example.com, whose MX record points to Demander, so replies to outreach reach it without anyone’s mailbox being read. Replies stop the sequence and are forwarded to the sender’s own inbox; without the subdomain, live follow-up steps wait.

**Reverse IP lookup**: Finding the organisation that holds the IP address range a visit came from. It works for companies with their own network and fails for home, mobile, VPN and cloud traffic, which a careful system filters out.

**ROAS**: Return on ad spend: the revenue or value attributed to ads divided by what they cost. In B2B, pipeline per euro is often the more useful version, because revenue arrives months after the click.

**Sandbox mode**: The mode every new workspace starts in. Nothing reaches an ad platform, mailbox or social network; a simulated market of fictional companies answers instead, so you can watch the whole loop run before going live.

**Sklik**: The ad platform of Seznam, the Czech search engine, with search ads and a content network. Demander runs Sklik search and content campaigns for Czechia, budgeted in Czech crowns.

**Soft opt-in**: The exemption that lets you e-mail existing customers about similar products without fresh consent, provided they were offered an opt-out when their details were collected and in every message since. Its scope differs by country.

**SQL**: Sales qualified lead: a lead that sales has accepted as worth pursuing. It is often the best event to send back to ad platforms, because it separates real buyers from form fills and still arrives soon after the click.

**Thompson sampling**: A method for splitting budget or traffic between options in proportion to the probability that each one is the best, given the data so far. Demander uses it for creatives and personas and, with diminishing returns built in, for budgets across campaigns.

**UTM parameters**: Tags added to a link (utm_source, utm_medium, utm_campaign, utm_content) that tell analytics where a visit came from. Demander sets utm_campaign to the campaign and utm_content to the ad, post or e-mail step, so every visit maps to what produced it.

**Warm-up**: Raising a new mailbox’s daily sending gradually so that mail providers learn to trust it. Demander starts a new mailbox at 5 e-mails a day, ramps it to its limit over about 21 days, and sends less while its deliverability health is poor.

## Related

- [Guides](https://demander.to/resources/)
- [All features](https://demander.to/features/)
- [How it works](https://demander.to/how-it-works/)
- [FAQ](https://demander.to/faq/)

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Source: https://demander.to/glossary/ · Demander · reviewed 2026-10-02