The comprehensive list of terms and concepts that you need to thrive in today’s B2B marketing landscape.
Custom account targeting is a targeting strategy where ads are served specifically to a predefined list of accounts. This is common in account-based marketing programs where the goal is to influence key companies rather than broad audiences. It ensures ad spend is focused only on buyers who matter.
Job title keywords are used to target users by their professional titles. These keywords help refine audiences toward decision makers. They are used in ads, SEO, social targeting, and ABM.
Competitive takeout is a strategy focused on winning customers away from competitors. It often involves targeted ads, competitive positioning, and messaging designed to highlight weaknesses in a rival solution. Competitive takeout strategies are typically reinforced with past purchase or install base data. These campaigns aim to capture in-market buyers considering replacements.
Competitor audience strategies are tactics that target audiences who engage with, follow, or research a competitor. These strategies leverage intent data, social signals, and behavioral patterns. They help intercept prospects earlier in their decision-making process.
A lookalike audience is an audience segment built from data that resembles your best customers or engaged users. Platforms analyze common traits like firmographics, behavior, and demographics to find similar prospects. Lookalikes expand reach while maintaining relevance.
A digital footprint is a user’s online activity across websites, platforms, and tools. Digital footprints inform targeting and intent analysis.
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