Best Practices For B2B Retargeting And Remarketing

25 Aug

Best Practices For B2B Retargeting And Remarketing

By B2B email marketing, B2B Marketing, Google Analytics, Google Ads statistics, B2B marketing strategy inbound

According to a study by American Business Media, B2B advertisers plan to increase their spending on digital advertising in the coming year, especially in search engine optimization and display ads.

B2B marketers need to evaluate their options for spending their marketing budgets on the most effective strategies, including search advertising, as these digital channels help pave the way for marketing initiatives in the coming year. 

There are also situations where all efforts do not represent advantages, such as keeping potential customers, maintaining brand awareness, and recapturing lost leads. In this case, thinking about a retargeting strategy for your B2B business is best. 

By using remarketing and retargeting, businesses can reach out to customers who have already shown interest in their products online or through mobile apps. You need to take advantage of remarketing and retargeting to make the most of those first visits and increase conversions. 

After that, we'll review the benefits your business can gain from implementing these strategies. Follow them below:

Why Retargeting And Remarketing Is A Good Option For Your B2B Business

Many different types of websites can benefit from retargeting and remarketing. For many businesses, B2B and B2C, it is an essential component of their marketing strategies. However, B2B retargeting is where our attention will be directed at the moment. If you have doubts regarding B2B retargeting, consider the following:

  • There is a 147% increase in ROI when retargeting businesses instead of consumers
  • The click-through rate (CTR) for retargeted ads is often 10 times higher than that of standard display ads
  • Conversion rates can be boosted by as much as 278% with retargeting.

In the ever-evolving world of digital marketing, you need both quantity and quality to win over your target audience. Therefore, each digital interaction with your brand should feel relevant to the customer, even if you should expect them to have several such encounters before they are ready to convert. 

Conversion rates among previously exposed customers are boosted by retargeting and remarketing since they are repeatedly exposed to your product and brand.

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B2B Remarketing Best Practices

business-office-table-with-table-pc-presenting-mar-2021-08-29-09-00-07-utcWhat should you do first once you've determined that B2B remarketing is a good strategy for your company but has unique considerations? First, try to think of ways in which remarketing could be implemented to improve your current system. So, here are some best practices to consider:

  • Customers are remarketed at every point in the B2B sales cycle. Furthermore, remember your converted customers. If you have a product that is either equivalent or complementary to the one they previously purchased, you can remarket to them. You'll remain in the consciousness of the buyer in this way.
  • Knowing which consumers have been retargeted and converted will allow you to avoid showing ads to people who have already purchased from your site.
  • Lists of previous email recipients for re-advertising purposes. No one should assume that someone who has downloaded content or registered for a webinar would eventually become a paying customer. Keep in mind that not all emails on hand are made equal while working with a list of emails. Different things have piqued their interest at various points, so it's challenging to generalize where they stand.
  • Make sure each person sees a different landing page designed just for them. Knowing your target audience's stage in the sales funnel will help guide your thoughts about the best messaging to send them when you engage in remarketing. A good landing page will actively seek to encourage one particular action. Authenticity is of extreme significance.
  • Make B2B sales-related content. Content can be seen as a catch-all term for the presentation of a message. Blog posts, infographics, videos, flowchart drawings, white papers, and emails are all possible outputs for your content creation efforts.

B2B Retargeting Best Practices

discussing-marketing-data-at-meeting-2021-09-24-03-51-49-utcRetargeting website visitors with display ads increases conversion rates by 70%, according to By tracking a user's activities across many sites, retargeting can place relevant adverts in front of them at the right moments. It uses cookie-based technology to track users who visit a website but leave without converting. 

  • Segmentation: B2B retargeting efforts will only be successful if the initial segmentation is done correctly. B2B retargeting is most effective with large audiences; sometimes, a minimum audience size is required for activation.
  • Understanding your target market and their buying process can help you identify retargeting opportunities that will help you strengthen your messages and increase conversions. But, again, thinking about your positive and negative audiences is essential.
  • Change Current Ads and Conduct A/B Tests: The success of your business-to-business retargeting efforts depends on sending appropriate messages, as you know. Therefore, targeting ads to specific demographics is crucial, and testing them to see what's practical. When planning a B2B retargeting campaign, it is also essential to consider the recent customer interaction. For example, retargeting people who visited your website more than two or three months ago is less cost-effective and time-consuming.
  • Use Email-Based Retargeting And Other Cross-Channel Methods: B2B retargeting initiatives should be spread over multiple channels. If your target demographics are active on social media sites like Facebook, Instagram, and Twitter, among others, you should consider extending your communications across these sites. For example, Facebook's Custom Audiences feature allows you to remarket to specific users based on the email addresses they provided when they were on your site. However, many Facebook users no longer sign in with their email addresses. On the other hand, if you have access to a sizable list of email addresses, you may use Facebook Custom Audiences to publish more relevant ads to your target market.

When Should You Use Remarketing and Retargeting?

For us, no single viewpoint stands out as fundamentally "right" over the others because there is a difference between remarketing and retargeting. This is why we recommend thinking about remarketing (through email) and retargeting (by display ads) as two distinct but interconnected strategies within your broader marketing plan.

A digital ad platform, such as Google Ads or AdRoll, can be used to create and manage a retargeting campaign. In addition to reaching out to people who have already engaged with your brand, retargeting may be used to reach people who haven't yet interacted with your brand but have engaged with companies similar to yours or who have performed searches relevant to the brand. 

User actions on your site inform the content and frequency of your email remarketing campaign's tailored emails. For example, emails sent as part of a remarketing campaign may include those sent at various points in the customer lifecycle and those sent when a customer abandons a shopping cart or clicks on a link to a related product.

Regarding B2B Marketing, What Are Your Ideas And Opinions On Retargeting And Remarketing?

Retargeting and remarketing take proper planning, analysis, and experimentation, especially when a company's intended audience is another company. Have you missed any best practices for your B2B company? Contact our team to determine which strategy fits your B2B activity well.

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