Cutting Through the Jargon: B2B Business Development Strategy Terms Explained

Let’s be honest - the world of B2B business development is full of jargon. “Lead qualification,” “ABM,” “social selling” … it can feel like a maze of acronyms and corporate-speak. At TCB, we believe in keeping things clear, human, and effective - not complicated.

So, in this post, we're cutting through the fluff and giving straight answers to the most commonly asked questions about lead generation, lead qualification, customer engagement, and business development strategy - all services we live and breathe every day.

Whether you're asking “What is lead qualification?” or trying to figure out the difference between upselling and cross-selling, we’ve got you covered.

What is lead qualification?

Lead qualification is the process of figuring out whether someone who’s shown interest in your business is actually a potential customer and thus worth investing time and effort into.

Think of it as triage. Some leads are ready to talk to sales right now. Others may have future potential and need nurturing. And some? There may well be students, competitors and suppliers littered among the leads. And there will be others who are just not a good fit for your business.

You need a structured process (not guesswork) in place to assess those leads efficiently and identify the actual prospects and then you need to assess where each of them sits in their buying journey – so you know who to prioritise, who to nurture and who to park.

What happens after a lead is qualified?

Once a lead is qualified, it should follow a pre-agreed process tailored to its level of qualification. For example:

• Hot leads could go directly to sales for immediate follow-up.

• Warm leads may enter a nurture programme, receiving tailored content and check-ins.

• Cold leads that don’t fit your ideal customer profile (and non leads) should be disqualified, saving you time and budget.

This way, sales teams can focus on the leads that matter most.

Why is lead qualification so important?

Because chasing the wrong leads is expensive.

Without proper lead qualification, sales teams waste time following up on dead ends - or miss opportunities because they’re bogged down in admin. A good qualification process means:

• Better use of your team’s time

• More deals closed, faster

• A tighter marketing-sales feedback loop

• Clear metrics to track what’s working

What’s the difference between lead generation and lead qualification?

It’s easy to confuse the two - but they’re very different parts of the sales funnel.

• Lead generation is about finding potential customers – through marketing campaigns, events, social media, etc. Lead generation also includes account-based marketing.

• Lead qualification is about filtering those leads to see who’s really worth pursuing.

At TCB, we help clients with both. We can generate interest - and make sure you’re only chasing leads that actually have potential.

What’s the difference between MQLs and SQL’s in B2B sales

In B2B sales, not all leads are created equal – so what’s the difference between MQLs and SQLs?

• MQL stands for Marketing Qualified Lead. These are people who’ve shown interest - maybe they downloaded a guide, clicked on an email, or followed your LinkedIn page. They're engaged, but we have no idea about their level of interest or if they are ready for a sales conversation yet.

• SQL stands for Sales Qualified Lead. These leads have moved further down the funnel. They’ve shown buying intent, matched your ideal customer profile (ICP), and are ready to be contacted by your sales team.

Understanding the difference helps your marketing and sales teams stay aligned.

What is sales and marketing alignment?

Sales and marketing are intrinsically linked, but have different roles and objectives in the sales cycle. This often means they operate in silos that can lead to frustration.  Over the years, we have heard more than client say that sales feel that marketing sends them weak leads, while marketing feel that sales don’t follow up properly.

Sales and marketing alignment is about fixing that - creating shared goals, definitions, and workflows so the two teams operate as one. That means:

• Clear handover points

• Shared understanding of what a “qualified lead” is

• Better outcomes for everyone

We often act as the glue between sales and marketing teams. We have a sales and marketing realignment service that helps the two departments work smarter, together.

What is account-based marketing (ABM)?

Account-based marketing flips the traditional marketing funnel on its head. In traditional marketing, the funnel starts wide at the top: you try to reach as many potential prospects as possible through broad campaigns (ads, content, events, etc.). From there, only a portion of those prospects engage further, an even smaller subset become qualified leads, and finally a few make it all the way through as customers. In other words, you cast a wide net and then gradually narrow down, letting the funnel filter out those not interested and keep in those most likely to buy.

Account-based marketing (ABM) is a strategic approach in which marketing and sales teams work together to identify, target, and engage a specific set of high-value accounts - the ones most likely to convert.  They are then targeted with personalised messaging and tailored outreach via multiple channels, rather than casting a wide net to attract many potential customers.

It’s a strategy that works brilliantly in complex B2B sales cycles - and one we often recommend for industrial and technical sectors.

What is social selling?

Social selling is all about using platforms like LinkedIn, X (Twitter) or industrial communities to find, connect with, and build relationships with potential customers.

Instead of pushing a sales message or any ‘hard sell’ it focuses on sharing valuable insights, engaging in conversations, and establishing trust so that prospects are more likely to see you as a credible partner when they’re ready to buy.

It’s not just about posting - it’s about listening, engaging, and adding value. With tools like LinkedIn Sales Navigator, you can identify the right people to talk to, then build trust through relevant content and conversations.

Social selling is often used as part of a wider lead gen and engagement strategy - especially when you're selling into multifaceted or senior-level audiences.

What is audience profiling?

Audience profiling involves gathering and analysing data to create detailed pictures of your ideal customers — who they are, what they care about, and how they make decisions.

In B2B, this often includes building Ideal Customer Profiles (ICPs). An ICP is a clear description of the types of companies or individuals that are the best fit for your product or service. It goes beyond job titles to include things like company size, industry, challenges, buying behaviour, and even compliance needs.

By creating detailed profiles of your target customers, you help ensure every message, campaign or call feels tailored and relevant - not generic.

What is lapsed customer re-engagement?

Lapsed customers are the ones that used to buy from you - but went quiet.

Customer re-engagement strategy is the process of reaching out to past or inactive customers to renew their interest, rebuild the relationship, and encourage them to buy again. Maybe with a personalised message, a relevant offer, a reminder of value they may have forgotten, or simply a well-timed check-in.

It costs less to win back an old customer than to find a new one - and at TCB, we know how to do it in a way that feels helpful, not pushy.

What are upselling and cross-selling?

Upselling and cross-selling are two classic sales techniques that often get mentioned together, but they actually do slightly different things.

• Upselling: This is when you encourage a customer to choose a higher-end or upgraded version of the product or service they’re already considering — for example, suggesting a larger model, a newer version or one with extra features. The goal is to highlight added value and benefits.

• Cross-selling: This is when you suggest related or complementary products or services that sit alongside the original purchase — like offering training services, or support or spares packages or accessories. Cross-selling can also introduce customers to other areas of your business by highlighting products they may not have considered but that complement their original purchase.

Both approaches work best when they’re rooted in a genuine understanding of customer needs. Done well, they don’t just increase revenue — they make sure customers get more value from their purchase and build trust in the long run.

What is voice of the customer (VoC)?

Voice of the customer is the process of gathering real feedback from your customers - what they think, want, and need.

We use VoC to spot patterns, uncover opportunities, and improve everything from messaging to product development. Because when you truly listen, you create better experiences and build long-term customer satisfaction that really counts.

What is data and compliance consulting?

With GDPR and other global data privacy laws, it’s essential that your outreach, lead handling and data storage practices meet legal and ethical standards.

Our data and compliance consulting helps you stay complaint, while still using your data effectively to support business goals. That means:

• Clear and transparent data practices

• Secure, well-managed systems

• Building customer trust (and giving your legal team peace of mind)

Don’t let jargon get in the way of growth

At TCB, we turn complexity into clarity. We focus on practical business development strategies that deliver real results. No fluff, no jargon - just clear, strategic action to help you find, qualify, and convert the right customers.

If you’re unsure of your next move or want help cutting through complexity in your sales cycle - let’s talk. Get in touch with the TCB team to book a strategy call.