Product configurator
An interactive tool that lets users configure options and generate a tailored output (spec, quote, etc.).
Glossary
Interactive video
Video enhanced with clickable elements, branches, or embedded calls to action.
Tradeshow activation
The strategy and experience design used to attract and engage attendees at an event.
Customer experience centre
A physical space where customers explore solutions hands-on, often with guided storytelling.
Touchscreen experience
An interactive experience designed for use on touch-enabled displays at events or centres.
Content performance
How well content supports outcomes (engagement, influence, progression, conversion).
Engagement analytics
Measurement of how users interact with content (views, clicks, time, shares, downloads).
Conversion rate
The percentage of users who complete a desired action (book a demo, sign up, download, etc.).
Sales pipeline
The set of active opportunities moving through defined sales stages.
Sales qualified lead (SQL)
A prospect the sales team validates as a good fit and ready for active sales engagement.
Marketing qualified lead (MQL)
A lead deemed more likely to become a customer based on engagement and fit.
Lead capture
Collecting contact details and context from prospects (often via forms or gated assets).
Demand generation
Marketing activities designed to create interest and pipeline demand for a solution.
Account-based marketing (ABM)
A strategy that focuses marketing and sales effort on a defined set of high-value accounts.
Ideal customer profile (ICP)
A definition of the type of organisation most likely to benefit from your solution.
Buyer persona
A research-based profile describing a typical buyer role, goals, and objections.
Buying committee
The group of stakeholders involved in evaluating and approving a B2B purchase.
Buyer journey
The stages and steps buyers go through from problem recognition to decision and beyond.
Narrative (storytelling)
The story structure that makes complex information understandable and memorable.
Messaging framework
A structured set of key messages tailored to audiences, use cases and proof points.