Audience Targeting

Map who the customer is (ICP) and what they do that signals intent (buying signals) into a layered paid-media targeting plan: which audience tiers to run, how each is defined, sized, budgeted, sequenced for testing, and kept from bidding against the others.

The tier logic, exclusion discipline, overlap math, and funding floors are identical for B2B and B2C. What differs (see the B2B vs. B2C section for detail):

• Universe size: B2B ICPs are often smaller than platform minimums.
• Which tiers dominate: B2B leans firmographic and list-based; B2C leans broad, lookalike, and behavioral.
• Cycle length.
• Success metric: pipeline quality vs. volume CPA/ROAS.

This skill produces the plan, not the platform setup. It places and sizes the retargeting tier but does not design the per-stage retargeting sequence (mbfinotti/advertising-skills@retargeting-funnel), and it assumes a seed list exists but does not select or build it (mbfinotti/advertising-skills@lookalike-audience-seeds).

Evidence gate

• Never assert an ICP, a buying signal, or a tier without sourced data behind it: an ICP document, customer/CRM data, analytics, or past campaign results.
• Missing ICP → stop and request one (or a customer list to derive it from). Never invent an ICP from the product description alone; a plan built on an imagined customer optimizes toward fiction.
• Unknown attributes score neutral, never negative. Absence of evidence is not a negative signal; scoring it negative systematically buries accounts with a thin public footprint, which correlates with size, not fit.
• Record the evidence next to each tier in the plan (source and date), so the plan can be audited when performance surprises.