Partnerships Glossary

Cost per lead (CPL) is a marketing performance metric that quantifies the average expense required to generate a single lead through marketing or partnership efforts. In the context of partnerships, CPL helps revenue leaders assess the efficiency of their lead generation investments. A lead typically represents a prospective customer who has demonstrated interest by taking a measurable action, such as submitting a contact form, signing up for a trial or engaging with a partner-referred campaign.

To calculate CPL, divide the total campaign or partnership cost by the number of qualified leads generated. For example, if a co-branded webinar with a strategic partner costs $5,000 and yields 250 leads, the CPL would be $20.

For partnership and revenue leaders, optimizing CPL is essential for maximizing return on investment (ROI) while ensuring lead quality aligns with sales objectives. A lower CPL indicates cost-efficient lead acquisition, but it must be balanced with conversion rates and lifetime value (LTV) to avoid prioritizing quantity over quality.

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A B2B influencer is an individual or entity with significant authority, expertise or credibility in a specific industry or niche, who can impact the purchasing decisions of other businesses through their recommendations, content or endorsements.

Unlike B2C influencers who target consumers, B2B influencers focus on building trust and providing value to professionals, decision-makers and organizations. They often leverage platforms like LinkedIn, industry events or specialized publications to share insights, thought leadership and product reviews.

For revenue leaders and partnership managers, collaborating with B2B influencers can amplify brand visibility, establish credibility and drive lead generation within targeted business communities.

Network Detection and Response (NDR) is a cybersecurity solution that monitors network traffic in real-time to identify, analyze and respond to potential threats or anomalies. Using advanced technologies like machine learning and behavioral analytics, NDR tools detect suspicious activities such as malware, ransomware or unauthorized access attempts.

Understanding NDR is critical when selling or promoting cybersecurity solutions to businesses. It helps organizations proactively defend their networks, reduce downtime and maintain compliance with industry regulations.