B2B growth wiki

Confused by growth jargon? This wiki breaks down complex concepts into simple, easy-to-understand explanations.  Get clear definitions and practical advice to boost your marketing know-how.

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Introduction

B2B growth can feel like a foreign language when every slide deck shouts LTV:CAC, ABM, PLG, ICP, and a dozen other acronyms before you have even brewed the coffee. After fifteen years translating that jargon into actionable plans for sales, marketing, and product teams, I decided to publish the plain-English explanations I wished I had on day one.

This wiki is the result: a living glossary that strips each term back to its job-to-be-done, adds practical examples, and links out to tools or frameworks that help you apply it. Articles are grouped by topic—demand generation, revenue operations, product-led growth, and so on—so you can dive straight into the area you are mastering without wading through unrelated theory.

My aim is simple. Whether you are an intern drafting your first campaign brief or a specialist moving sideways into growth, you should be able to land here, decode a term in thirty seconds, and return to work wiser and faster. No buzzword bingo, no filler, just the essentials and the context you need to use them confidently.

Must-know concepts

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Conversion Optimisation

Optimise every touchpoint for better conversions across your sales funnel.

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Cost-per-X

Master CPM, CPC, CPA for smarter ad spend.

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Eisenhower Matrix

Prioritise tasks effectively using the Eisenhower decision-making matrix.

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Growth drivers

Key factors or tactics that significantly impact a company's growth.

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Growth lever

Identify and activate growth levers to scale your business faster.

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Growth plateau

Break through stagnation with actionable strategies to reignite business growth.

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Async Work

Enhance flexibility and focus with asynchronous work strategies.

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BANT

Qualify leads fast with budget-authority-need-timing.

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Braindump

Clear your mind when you're overwhelmed with this exercise.

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CRM

A tool to manage customer relationships and streamline sales processes.

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Call-to-Action (CTA)

Craft CTAs that drive engagement and action across platforms.

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Click-through-rate

Optimise CTR to improve engagement and drive actionable user responses.

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Constraint

Transform constraints into opportunities to drive smarter decisions and growth.

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Content Marketing

Create high-quality content that drives traffic, builds authority, and converts.

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Conversion Optimisation

Optimise every touchpoint for better conversions across your sales funnel.

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Cost-per-X

Master CPM, CPC, CPA for smarter ad spend.

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Customer journey

Map and refine each touchpoint to create seamless, engaging customer experiences.

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Deep Work

Focused, uninterrupted time for cognitively demanding tasks.

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Eisenhower Matrix

Prioritise tasks effectively using the Eisenhower decision-making matrix.

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Engagement rate

Engagement rate shows the share of sessions that stick, not just click. Google Analytics 4 counts a visit as engaged when it lasts longer than 10 seconds, fires a conversion event or views at least two pages, so the metric filters out idle bounces.

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Growth backlog

Streamline task management by maintaining an organised backlog.

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Growth drivers

Key factors or tactics that significantly impact a company's growth.

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Growth engine

A repeatable and scalable system to drive consistent growth.

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Growth hacking

Drive rapid growth through innovative, cost-effective strategies.

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Growth lever

Identify and activate growth levers to scale your business faster.

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Growth marketing

Drive rapid growth through innovative, cost-effective strategies.

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Growth mindset

Stay on top of tasks with an efficient and structured issues tracker.

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Growth operations

The systems and processes supporting scalable business growth.

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Growth plateau

Break through stagnation with actionable strategies to reignite business growth.

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Growth scorecard

A visual tool for tracking key growth metrics and progress.

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Heatmap

Use heatmaps to track user behaviour and optimise your site experience.

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Inbound Marketing

Attract and convert leads with educational, value-driven inbound marketing.

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Lead

Master lead generation techniques to fill your pipeline effectively.

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Lead Generation

The process of attracting and converting prospects into potential customers.

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Lead nurture

Engaging and building relationships with leads to move them through the funnel.

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Lifetime Value (LTV)

Increase the value of each customer relationship through targeted strategies.

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MQL

Generate high-quality leads with Marketing Qualified Lead frameworks.

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Marketing Automation

Automate workflows and campaigns for increased marketing efficiency.

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OMTM (One Metric That Matters)

Focus on the key metric that defines success for your business.

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Objective Key Results (OKRs)

Set clear, inspiring goals and track them with hard numbers using Objectives and Key Results (OKRs).

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Offer

Package clear results, fair pricing and confidence-boosting extras to win B2B deals faster.

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Outreach

Spark conversations via tailored email, call or LinkedIn with prospects who match your ICP.

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Paid search

Harness the power of Search Engine Advertising for fast, measurable growth.

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Paid social advertising

Show simple ads to your ideal buyers so they discover you early.

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Pareto Principle

Identify the vital 20 % and scale it for outsized growth.

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Prioritisation

The process of ranking tasks or goals by importance and urgency.

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Product-market fit

Validate your product's value proposition to align with market demands.

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Prompt engineering

Write precise prompts to steer AI tools towards reliable, useful answers.

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Qualitative research

Research focused on understanding user behaviours, motivations, and needs.

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Referral marketing

Drive traffic and sales with partnerships through affiliate marketing.

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Remarketing

Re-target past visitors with capped, tailored ads to lift conversions.

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Retention

Boost customer loyalty and reduce churn with effective retention strategies.

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SEO

Improve rankings and organic visibility with actionable SEO techniques.

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SQL

Streamline SQL processes to increase conversion rates and close deals faster.

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Stakeholder Management

Align goals and secure buy-in with effective stakeholder strategies.

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Standard Operating Procedure (SOP)

Improve consistency and scalability with well-documented SOPs.

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UTMs

Track campaign performance with clear and precise UTM tagging.

Replace random tactics & traffic spikes with solid B2B growth

Short videos and plug-and-play templates teach you the full 14-week growth plan. Study when it suits you and launch the cycle at your own pace.