GTM &amp; B2B Wiki

ACV (Annual Contract Value)

ACV is not the contract value. It's the contract value normalized over one year — the only way to compare deals of different lengths on the same scale.

Ad Frequency

Ad frequency doesn't measure how present you are. It measures the exact point where presence stops building trust and starts building annoyance, a line different for every audience and every message.

AI Brand Monitoring Tools

AI brand monitoring tools don't count how many times you were mentioned. They identify the sentiment pattern shifting direction before it becomes visible in a conversion or renewal drop.

AI Content Generation Tools

AI content generation tools don't write for you. They write the first draft, and how much time you really save depends on how much editorial work is still needed to make it credible.

AI Image Generation Tools

AI image generation tools don't replace a photographer or designer. They replace the time spent searching for the generic stock photo that, deep down, nobody really found suitable.

AI Marketing Attribution Models

AI-based attribution models don't tell you which channel closed the deal. They tell you how much each touchpoint, along a months-long journey, really contributed, something last-click attribution can't do.

AI Marketing Automation

AI-based marketing automation doesn't send more emails in the same time. It decides which message, to which person, at which specific moment of their decision process, without a human having to decide case by case.

AI Personalization Engines

AI personalization engines don't show different content to every visitor. They decide which version of your message is statistically most likely to be relevant to that specific person, at that specific moment.

AI Video Analytics Tools

AI video analytics tools don't count how many people watch your video. They tell you exactly at which second a decision-maker stopped being convinced and closed the tab.

AI Voice Optimization

AI voice optimization isn't just for cloning a voice for an ad. Increasingly, it's about understanding how your brand will be described when someone asks a voice assistant instead of searching on a search engine.

AI-Driven Market Segmentation

AI-driven market segmentation doesn't find segments that didn't exist. It finds patterns in the data that confirm, or disprove, the segments the company has always assumed out of habit.

AI-Enabled Brand Safety

AI-enabled brand safety doesn't just prevent your ad from appearing next to inappropriate content. Increasingly, it prevents someone from using AI itself to impersonate your brand in a fraud scheme.

AI-Powered Chatbots for Brands

A B2B AI chatbot doesn't need to seem human. It needs to be honest enough about its limits not to waste the time of a buyer who would only need to talk to a real person five minutes later.

ARPU / ARPA

ARPU and ARPA don't measure how much you sell. They measure how much value you extract, on average, from each active commercial relationship.

ARR (Annual Recurring Revenue)

ARR is not a revenue forecast. It's the annualized snapshot of recurring revenue already under contract today.

Artificial Intelligence (AI)

AI applied to GTM is not a feature to add to the product. It's a bet on which part of your commercial process will first stop requiring a person to be executed well.

ASP (Average Selling Price)

ASP is not the price you ask for. It's the price the market, filtered through your real negotiations, has actually accepted to pay.

Augmented Reality Brand Experience

AR in B2B is not a trade-show special effect. It's the tool letting a buyer see how a complex product integrates into their real environment before signing a hundred-thousand-euro order.

B2B Brand

A B2B brand doesn't convince a company. It convinces the person risking their own internal credibility recommending it to the buying committee.

Blended CAC vs. Paid CAC

Blended CAC doesn't hide anything wrong. It simply hides whether your growth still depends on an organic channel that will one day stop compensating for the paid channel's inefficiency.

Bounce Rate

A high bounce rate doesn't always mean the page isn't working. Sometimes it means it answered the visitor's question so well they didn't need to click elsewhere.

Brand Activation

Brand activation doesn't make the brand known. It puts it to the test in a real context, where the audience decides whether the promise holds or deflates on first contact.

Brand Advocacy

Brand advocacy is not a customer leaving a positive review. It's a customer willing to put their own professional reputation on the line to convince a peer to trust you.

Brand Ambassadors and Corporate Influencers

A B2B ambassador is not whoever has the most followers. It's the employee or customer whose technical opinion, when shared, actually shifts a decision-maker's perception in that specific industry.