This glossary is the single source of vocabulary for heyBTW. Every concept is defined here once. Concept pages, feature pages, and MCP tool descriptions link back to this page rather than redefining a term. When a definition changes, it changes here first.
ABM
ABM stands for Account-Based Marketing, the practice of prioritizing a defined list of target accounts rather than casting a wide net across inbound leads. In heyBTW, ABM is the account mapping feature available within a collab and across your partner ecosystem. ABM powers invite planning and list building: which companies to prioritize, which partner is best positioned to invite which account, and how invitation coverage is progressing across partners. Accounts can be flagged as high priority to align every partner in the collab on where to focus invitations. See also: Global Prospect, the workspace-level version of the same idea.Acceleration
A velocity weight applied to Influenced deals. It measures how event touches correlate with faster stage progression through your pipeline, correlation only, never causation. Acceleration is not a third attribution category. Every deal is still classified as either Sourced or Influenced; acceleration only describes how much an event appears to have sped up an Influenced deal. This weight is in development and not yet displayed.Approval Voting
A collab-level feature where partners vote on pending attendees. When enabled, attendees who are not already Approved or Declined carry a Pending Vote state. Once the voting threshold is met, the vote resolves each attendee to Approved, Declined, or Waitlist. Collab creators can override a vote outcome at any time.Attendee (EventSignUp)
The unified attendee record across all integrated event platforms. When a person registers for a collab on Luma, Splash, or Zuddl, heyBTW creates a single Attendee record that every downstream feature reads from: analytics, ABM matching, CRM sync, partner funnels, and MCP responses. Regardless of which platform the person registered through, their Attendee record has the same shape. Attendee statuses follow this lifecycle:- INVITED: the attendee was invited but has not yet responded.
- PENDING_APPROVAL: the attendee registered; the host has not yet approved them.
- APPROVED: the host confirmed attendance.
- WAITLIST: the attendee is queued and will be admitted if space opens.
- DECLINED: the attendee declined the invitation or was declined by the host.
- SESSION: the attendee is registered for a specific session within a multi-session event.
- CHECKED_IN: the attendee physically checked in at the event.
Pending Vote
When Approval Voting is enabled on a collab, attendees who are not already Approved or Declined carry an additional PENDING_VOTE state on top of their platform status. Pending Vote is a conditional heyBTW state, not an event platform state. The underlying event platform status (Luma, Splash, or Zuddl) does not change while Pending Vote is active. Once the voting threshold is met, the vote resolves the attendee to Approved, Declined, or Waitlist based on the outcome, and that resolution is what propagates back to the event platform. Collab creators can override a vote outcome or any RSVP status at any time.Attio
A supported CRM. Like HubSpot and Salesforce, Attio connects to your Workspace so heyBTW can match event attendees to your pipeline and compute Attribution. heyBTW reads Attio deals for attribution and writes enriched People records, including custom attributes, back into Attio. Only one CRM connects at a time. See CRM for connection steps.Attribution
The process of connecting a co-marketing event to downstream pipeline outcomes. Every deal is classified into exactly one of two categories:- Sourced: first event attendance came before the deal was created. The event is credited with creating the relationship.
- Influenced: the deal already existed at or before first event attendance. The event is credited with touching an open opportunity.
Auto-Enrich
A setting that enriches every event imported from Luma, Splash, or Zuddl automatically as RSVPs sync, rather than waiting for you to trigger it. Auto-Enrich runs in the background and respects a scope (for example, Approved only), a Skip partner contacts option, and per-event overrides. It draws on the same enrichment credits as on-demand runs. See Enrichment for details.Collab
A shared workspace for a specific co-marketing event or campaign between you and a partner. Each collab contains event details, invite lists, attendee data, and attribution metrics visible to both sides.Collections
A grouping of related events. Collections, formerly called Conferences, let you roll up multiple events that belong together: every event around a single conference, a region, a sales rep, a recurring meetup series, or any other grouping you define. Analytics and attribution can be viewed across a whole Collection or per individual event.Context Graph
The cross-organizational dataset that heyBTW builds over time from your co-marketing collaborations. Every event, attendee interaction, and pipeline outcome adds to the graph. The more collaborations you run, the richer the intelligence becomes. Every signal in the graph is organized along five coordinates (Events, Timeline, Relationships, Outcome, Attribution) that explain why a recommendation was surfaced. See Context Graph Coordinates for details.Context Graph Explorer
The interactive view onto your Context Graph, organized as one graph with three lenses: Connect (the warmest paths into a target account), Accelerate (open deals that have stalled and what would move them), and Influence (Sourced versus Influenced pipeline). Connect and Influence are live; Accelerate is coming soon. Every row shows why it surfaced and a suggested next step. It reads from the same canonical data as the dashboard and the MCP Server, so numbers never diverge. See Context Graph Explorer.CRM Sync
The connection between heyBTW and your CRM (HubSpot, Salesforce, or Attio). One CRM connects to a workspace at a time. heyBTW reads deal stages, amounts, and close dates to match event attendees to pipeline outcomes, and can write enriched attendee contacts back. You control what flows back to your CRM. See CRM.Enrichment
Resolving an attendee’s identity and firmographics, especially for personal-email registrations, so the attendee can be matched to a company and to pipeline. Enrichment adds company, title, seniority, LinkedIn profile, company size, industry, and location. It never adds phone numbers. It can run automatically (see Auto-Enrich), on demand for a single event, or as a one-shot pass over past events. Enrichment is metered: one credit enriches one contact, new accounts include 100 free enrichments, paid plans include a monthly allowance that resets each cycle, and overage is priced per lead. Re-enriching a contact within 90 days reuses the cached result for free. See Enrichment.Event History Import
Backfilling past events into your workspace so attribution works from day one instead of waiting for new events to accumulate. The amount of history you can import (3, 12, or 24 months) depends on your plan.Event Platform Sync
The automatic connection between heyBTW and your event platform (Luma, Splash, or Zuddl). This captures attendee registrations, RSVPs, check-ins, and engagement data without manual list uploads.Global Prospect
A target prospect account set at the workspace level. Global Prospects form your ABM target list: the companies you want to prioritize for invites, RSVPs, and partner matching across every collab you run. When a partner has a mapped relationship with a Global Prospect, heyBTW surfaces that partner as the best path to bring the account to an event. Global Prospects enable privacy-first partner collaboration. You share priority signals with partners without exposing your full customer list, and partners don’t have to expose theirs.Influenced
A deal classification. The deal already existed at or before first event attendance, so the event is credited with touching an open opportunity rather than creating it. Sales- and SDR-originated contacts who attend events are Influenced, not Sourced. Influenced is one of exactly two Attribution categories, classified per deal, not per contact. Acceleration measures how much an event sped up an Influenced deal.Invite List Builder
A tool for building co-marketing event invite lists using target accounts from your CRM. Instead of guessing who to invite, you can match attendees against accounts in your pipeline and your partner’s target list.MCP Server
heyBTW’s Model Context Protocol endpoint, which lets AI agents query your Context Graph in natural language. Six read tools are live:query_event_intelligence, get_partner_insights, get_event_attribution, get_cross_event_patterns, get_invite_recommendations, and get_conference_summary. Read tools are available on all plans. Write tools are available on Enterprise. See MCP Tools.
Multi-Event Attribution
When a contact attends multiple co-marketing events before converting, heyBTW tracks the full sequence. This shows which combination of events and partners contributed to a deal, not just the last touch.My Partners
The section of heyBTW where you manage your full partner network. View all partners, their types (multi-channel, solution, etc.), active collabs, and aggregate performance metrics.North-Star Stage
The CRM stage your workspace defines as “the event worked,” for example closed-won, demo-completed, or qualified-opportunity. Attribution is computed against your North-Star Stage, so it reflects your sales motion rather than a fixed definition imposed by heyBTW.Partner
A company that participates in a collab as a co-host or sponsor. When two or more companies co-market an event, the non-host companies are partners. Partner is a company-level concept: it represents an organization participating in your events. You manage your partners in My Partners, and a partner-side user invited into a collab can view shared event details and the attribution data relevant to their organization.Partner Ecosystem Dashboard
A high-level view of your entire partner network’s performance. Shows partner rankings by pipeline influenced, active collaborations, and overall program ROI.Partner-Influenced Pipeline
Deals where at least one contact attended a co-marketing event managed through heyBTW, and the deal already existed at or before that first attendance. The event touched someone in the buying process but did not create the deal. This follows the deterministic Influenced rule: deal creation date sits at or before first attendance date.Partner-Sourced Pipeline
Deals where a co-marketing event was the first meaningful touchpoint, meaning first attendance came before the deal was created. The event created the initial relationship that led to the deal. This follows the deterministic Sourced rule. When more than one partner could claim a source, heyBTW ranks the partner-source signal in order: UTM link, then overlap data, then co-host.Partner Tier
A permission bundle inside Sponsor Mode that controls which attendee data fields a partner can see. Tiers are custom and defined per collab by the collab creator. Common tier structures are Gold / Silver / Bronze, but tier names and the data fields each tier unlocks are fully configurable. Each partner in a collab is assigned to a tier, and the tier governs column visibility in the attendee table and which attendees the partner sees. See Sponsor Mode for the full mechanics.Sourced
A deal classification. First event attendance came before the deal was created in the CRM, and no active sales relationship existed at the account beforehand, so the event is credited with creating the relationship. An old marketing touch or mere CRM presence does not disqualify a sourced claim; an active prior sales relationship (an open opportunity or recent outbound) does. Sourced is one of exactly two Attribution categories, classified per deal, not per contact.Sponsor Mode
A partner configuration within My Partners for managing event sponsorship relationships. Includes features specific to sponsored events and sponsor-level tracking, governed by Partner Tiers. See Sponsor Mode for details.UTM Link
A link generator for building trackable registration links. heyBTW generates and organizes a link per partner per collab, tagging each with UTM parameters (utm_source, utm_medium, utm_campaign, and so on) so registrations can be attributed back to the partner and channel that drove them. utm_source is the key identifier tied to a partner. When an attendee registers through a partner’s link, utm_source is captured on the Attendee record and feeds into Sponsor Mode attribution and the partner’s funnel view.