Most targeting starts from a description someone wrote: industry, size, title. Customer DNA starts from evidence: the deals you won and lost, and what separated them.
InMarketIQ uses the term for its core model. In its own words, it "learns from customer wins and losses to uncover patterns about which buyers fit best", then combines that with company, person and buyer-research signals to show which accounts to prioritise and who matters inside them. InMarketIQ is built by Visitor InSites, the company behind Buzzlist.
Buzzlist keeps a lighter version of the same idea in the Hive: your ideal customer, taught by what you mark as a fit and not a fit, used to pick people and write to them.
