GLOSSARY -> Account Based Marketing - ABM

Behavioral Targeting

Targeting users with ads or content based on their online actions, browsing history, preferences, and past behaviors rather than just demographics.

Behavioral targeting serves ads and content to users based on their actual online behavior—pages visited, content consumed, searches performed, past purchases—rather than just demographic attributes like job title or industry.

How It Works

Tracking pixels and cookies monitor user activity across websites. If someone visits multiple SaaS pricing pages, reads articles about CRM selection, and watches product demo videos, behavioral targeting identifies them as actively evaluating CRM solutions and shows them relevant ads.

Benefits Over Demographic Targeting

Demographics tell you who someone is. Behavior tells you what they care about right now. A CFO might have decision-making authority, but behavioral data reveals whether they're actually researching your category—or something completely different. This makes behavioral targeting more precise and timely than demographic targeting alone.

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