Marketing Cloud Quick Start Glossary

In a nutshell, a marketing cloud integrates solutions like customer journey management, email, mobile, social, web personalization, advertising, content creation and management and data analysis. The marketing cloud must also meet stringent policies and standards as a secure, privacy-safe cloud-based environment. As a B2B marketing tool, it contributes to campaign measurement, audience refinement and channel optimization to degrees never possible before. 

A holistic cloud platform helps B2B marketers and advertisers better understand the results of campaigns across channels, including search, display, video and audio. Marketers can perform in-depth analytics across multiple, pseudonymized data sets to generate reports. Even smaller businesses can take advantage of this marketing automation without an army of marketers for cross-channel personalized experiences and buyer journey management.

Map B2B Buyers with a Marketing Cloud

Not understanding which advertising campaigns worked or didn’t is like exploring an ocean without a map. You really don’t know which direction you should be headed, but you have to keep going.

The Marketing Cloud is your map. B2B marketers who work with a cloud experience better decision making when it comes to targeting, creative deployment and investments across media channels.

Launching a campaign is only half of it. A marketing cloud is where marketers go for information to refine audiences, optimize media buys and retarget high-propensity buyers for the next round. Only this time, you’ll know where you’re going.  

Marketing Cloud Runs on Premium Data

Advertisers must have feedback on how strategies, campaigns and creative work, especially as cookies and third-party data collection evolve and make that goal more difficult. B2B marketers are rethinking audience strategies ahead of this change. 

Sophisticated martech with big data intelligence capitalize on buyer intent and engagement. Data sets can come from advertising and campaign events, including impressions, clicks and conversions. It may come from an intent data partner like True Influence. A marketing cloud builds reports from this data.

Learn the Language of the Cloud

As teams adopt a marketing cloud across sales and marketing, this Quick Start Marketing Cloud Glossary will help keep everyone on the same page. You’ll speak the language of intent in no time. 


A saved segmentation reflecting applied topic, firmographic, technographic and demographic filters.

Audience Status

  • Active status – initiates contact validation and delivery, enables sales alerts
  • Draft status – review audience performance without invoking subscription limit
  • Inactive status – pauses contact and sales alert delivery

Buying Group

A group of individuals/personas with organizational, functional and individual needs regarding a business purchase. Each brings their own perspectives, biases and information requirements to influence the buying decision.

Company Locations

This typically means a company record containing firmographic information:

  • Branch/Headquarters
  • Street address
  • Revenue
  • # employees
  • NAICS industry

Company Summary

Summary view showing a company’s historical intent trendline, number of locations show intent, list of contacts, list of locations,demand units and personas showing intent.


This refers to a list of contacts delivered to the Audience or saved segment. Contact records include name, title, email, phone, street address and complete firmographic data. There are two types of contacts: Intent contacts and inferred contacts. (See other listings below.)


Summary view of an Audience’s performance, topic trends and firmographic/demographic criteria.

Demand Unit

Demand units are defined as a buying group that has been organized to address a need the organization needs to address or solve.


Unique identifier used to identify Company Intent. DUNS# can also be used as an alternative, accurate unique identifier.

Inferred Contact

Contacts match demographic filter criteria for the Audience/Segment and are at the location the intent signal came from. It’s inferred they exhibited the intent, but it’s actually still unknown whether they are that individual. (True Influence provides electronic validation for these records, confirming email and phone.)

Intent Contact

Contacts who took the actions that contributed to the company location’s intent score. (These contact records receive TripleCheck® validation from True Influence.)


The job level, function or title combination reflecting a valid sales /marketing target.


On some marketing cloud platforms, the initial results of a search prior to saving. Consider it an unsaved view of a set of companies and contacts matching the topic / filter criteria. Marketers use this view to explore titles and personas, and target active demand insights to fuel Audience segmentation and selection.


Words and phrases representing concepts, technologies, categories, problems, companies or products. (True Influence monitors some 7,000 B2B topics.) Topics represent concepts and are not analogous to SEM / SEO keywords. For example, “android device manager,” “device management iphone,” and “mobile device access” would all be included in the topic “mobile device management.”

From Marketing Cloud to Marketing Engine

The marketing cloud has become a staple of the B2B world as a powerful tool for customer journey management. Plan, personalize, and optimize the buyer journey, know your customers better, and measure your results, all starting with premium intent data. And you don’t have to be an enterprise to justify a marketing cloud platform. It’s there to make the job easier at any level. That’s the beauty of the cloud. Now you’re talking!

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