Personas oversimplify people. Behavior reveals intent. Here’s how behavioral segmentation helps brands create more relevant, ...

Forrester experts say B2B leaders must embrace a more disciplined and evidence-driven approach to how they engage with GenAI.

Check out this case study from Perfect Pitch, where they executed a targeted ABM program while achieving ROI and sustainable ...

While most B2B companies solely focus on enterprise accounts, there’s an opportunity to also meet the needs of the ...

Ulta Beauty on Oct. 14 launched UB Marketplace expanding consumers’ shopping journeys with new products from independent ...

Answer engine optimization (AEO) is the practice of structuring content so it can be easily found and surfaced by AI-powered answer engines such as ChatGPT, Google's Search Generative Experience (SGE) ...

Explore essential advertising and marketing terms about technology, featuring clear definitions and explanations from the Ad Age Encyclopedia.