A lookalike audience is a group of users who share similar characteristics or behaviours to an existing customer or high-performing segment.
For B2B marketers, lookalike audiences help expand reach without sacrificing relevance. They strike a balance between precision and scale, making it easier to find new prospects who share the same characteristics as existing high-value accounts. Regularly updating the seed data from CRM systems or intent platforms keeps these models accurate and ensures campaign performance remains strong over time.