B2B marketers frustrated by the limitations of traditional job title targeting may find fresh relief in a new offering from Rhetorik. The UK-based data intelligence firm has launched its latest AI-powered innovation, Skill Targeting, a tool that identifies B2B prospects based on individual skills, experiences, and technographic fit—rather than just job titles or company filters.
The solution, built on Rhetorik’s proprietary SkillGraph database, taps into over 800 million professional profiles to surface the people most likely to engage with a product or service. The result is a marked shift in how B2B marketers can approach audience segmentation—transforming what was once broad and assumption-based into a more granular, intelligence-led process.
“Job titles alone no longer cut it,” said Meredith Amdur, CEO of Rhetorik. “Our AI Skill Targeting solutions bring talent analytics and precision recruiting capabilities into the B2B marketing arena, helping brands find not just decision-makers, but the right decision-makers—those with the technical background, certifications, or budget authority to engage meaningfully.”
Unlike conventional list-building tools that often miss key stakeholders hidden behind generic titles like “Project Manager” or “Team Lead,” Rhetorik’s AI uses billions of data points—spanning role seniority, functional expertise, and demonstrated knowledge—to map true buying intent and product relevance.
One early use case involved a digital manufacturing client who struggled to identify engineers embedded within vague job titles. By deploying Skill Targeting, they were able to locate individuals with direct experience in relevant technologies, resulting in improved engagement and stronger campaign performance.
Ken Urquhart, PhD, Global Vice President of 5G Strategy at ZScaler, noted: “With Rhetorik, we uncovered digital manufacturing engineers who weren’t visible to us based on their job titles alone. This approach allowed us to connect with individuals far more likely to engage with our campaigns, driving better results overall.”
The product’s use cases span across advanced tech, SaaS, and niche B2B services—particularly in sectors where decision-making lies not just with the C-suite, but within highly technical buying committees. According to Rhetorik, clients can now build smarter campaign targets, boost engagement, and increase conversion rates by matching outreach to the skillsets that matter most.
In a market where accuracy and speed are paramount, the company’s latest tool promises to give B2B marketers a sharper, faster route to the prospects most likely to convert.
Rhetorik’s AI Skill Targeting is now available globally.
Want the latest B2B marketing news straight to your inbox? Subscribe to our free weekly newsletter!
Interested in sales, marketing or business skills courses and training? Check out our training partner, Learning Room.
Whether you want to learn how to use LinkedIn, X or Facebook for marketing, or need to brush up on business skills like leadership, presentation skills or managing meetings, you will find something to enhance your professional skills with these on-demand courses.