Lookalike Audiences

What are lookalike audiences?

Lookalike audiences are algorithmically generated target groups that closely resemble an existing customer or contact base. They are created by identifying shared characteristics and behavioral patterns within a reference audience. In B2B marketing, lookalike audiences are used to efficiently identify new companies or decision-makers with a high likelihood of relevance.

How do lookalike audiences work?

Lookalike audiences are built using data-driven models that analyze a defined source audience and extract its key attributes. These attributes are then applied to larger datasets to identify similar profiles. In B2B environments, inputs often include firmographic data, engagement behavior, purchase history or CRM attributes.

From a technology perspective, lookalike audiences are typically generated within marketing platforms, advertising systems or data management environments. The accuracy of the results depends heavily on the size, quality and relevance of the source audience. Well-defined reference data leads to more precise and actionable lookalike groups.

Data sources and modeling logic

The modeling logic behind lookalike audiences relies on statistical methods and machine learning. First-party customer data is commonly used as the foundation and may be enriched with platform or third-party data to improve matching accuracy.

Typical B2B use cases

In B2B marketing, lookalike audiences are primarily used for customer acquisition and campaign scaling. They support the expansion of account lists, early-stage funnel targeting and account-based marketing initiatives. Lookalike audiences can also complement lead scoring models by helping prioritize newly identified target accounts.

Benefits of lookalike audiences in B2B

Lookalike audiences enable scalable reach expansion while maintaining relevance. Organizations benefit from more efficient lead generation, faster campaign setup and better utilization of existing data assets. Strategically, they support data-driven growth, while operationally they reduce manual targeting effort.

Lookalike audiences vs. related concepts

Unlike audience segmentation, which structures existing contacts, lookalike audiences focus on discovering new, similar profiles. While marketing automation develops known leads through predefined workflows, lookalike audiences primarily serve pipeline and reach expansion. Compared to static audience lists, they are dynamic and continuously optimized.

How does eesii support lookalike audiences?

eesii supports the use of lookalike audiences by making existing audience and segmentation data actionable within automated direct mail workflows. Defined targeting logic can be applied to physical mailings and aligned with digital marketing and sales processes, extending lookalike strategies beyond digital-only channels.