Boost Your Leads With These B2B Remarketing Strategies

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Most people that visit a landing page never follow through with the call to action on the page. Maybe they weren’t ready to commit to the offer, or maybe they got distracted by an email or Mom calling about her dog. Whatever the reason they bounced off the page, once a visitor leaves, most of them are gone for good.

But what if you there was a way to bring these sales leads back? Enter: remarketing. Here is what you should know about remarketing for your B2B marketing campaign, along with useful strategies for implementing this technique.

What Is Remarketing?

Before getting into the best ways to use it, you should understand the basics of remarketing and retargeting.

The term “remarketing” is often used interchangeably with the term “retargeting.” Both methods help nurture sales leads, but there are some differences.

If you spend any time online, you have experienced retargeting. Most display advertising strategies incorporate retargeting. For instance, after browsing products on an eCommerce site, you may see the same products advertised on other sites that you visit. That is retargeting.

Technically, remarketing is the process of reaching out to businesses that you have already interacted with, such as through an email sign-up form. Instead of paid ads, you could use email campaigns to nurture leads. For example, after obtaining contact info for a business through an email sign-up form, you can use remarketing to follow up on the lead.

As remarketing and retargeting share the same goals, it is often easy to lump the two terms together.

What are Remarketing Ads?

Remarketing ads are banner ads, similar to other display (banner) ads you’ve seen on many websites. The difference is they are messaged to return visitors. For instance, users who visited a particular product page may see an ad that features that product. Retargeting ads also might feature special deals, promotion codes and CTAs that are familiar to users.

What Are The Best Remarketing Platforms?

These are hundreds of different ad servers that handle remarketing campaigns. We’ll touch on a few of the better-known platforms that beginners and experienced B2B marketers can use.

Google Ads
The remarketing platform most advertisers are familiar with is Google Ads. The Google Display Network can handle all kinds of campaigns, including remarketing.

Another popular remarketing platform is AdRoll. It got its start as one of the early remarketing-first platforms on the market. While AdRoll does offer other types of campaigns, it is mainly used for remarketing and retargeting campaigns. They also let advertisers show ads on Facebook, and you can upload your CRM email lists and they will show your ads to your list members.

Similar to AdRoll but with more advanced features, Criteo is a favorite of intermediate and advanced B2B marketers. It’s powerful algorithm track high-intent audiences and shows your ads to them. While AdRoll is certainly more popular, Criteo offers advanced features not found in other platforms.
Facebook Remarketing
While some B2B marketers overlook Facebook, it’s by far the platform with the most engagement. It also gives advertisers data points not available on other platforms. Another advantage is that most people are on Facebook multiple times a day, meaning the engagement is higher than traditional display ads.
These are just a few of the many advanced retargeting services available. We recommend starting with one of these and then expanding to more advanced ad servers.

Why Does Your B2B Company Need Remarketing?

Remarketing helps you convert sales leads. The average landing page conversion rate is just 2.35%.

If you can attract 1,000 visitors to your landing page, 23 or 24 visitors may fill out your form. Remarketing helps boost those numbers.

Leads that are retargeted are 70% more likely to convert, lowering cost per engagement and dramatically improving lead acquisition.

With that in mind, explore the following B2B remarketing solutions to maximize your digital marketing efforts.

Segment Your Audience Based on Products or Services

The first step in effective B2B remarketing is creating segmented lists, whether you use Google remarketing tools or another platform.

Multiple methods exist for segmenting customers. Some of the most commonly used examples of segmentation include the following:

  • Geography
  • Job title
  • Industry
  • Content

You can use one method or all the methods to separate leads in different categories. You then use the segmentation with your B2B marketing strategies to deliver tailored content.

Segmentation allows you to address the unique needs of different potential customers. Not everyone is looking for the same features.

For example, segmenting based on geography provides a way to target the needs of leads in different cities, states, or regions. You may find customers in one region benefit more from a specific feature of your product or service, while customers in another area simply want the best value.

You should also consider who you are marketing to. Segment your email lists or PPC ad campaigns based on the job title or role of your leads. When marketing to a CFO, you may want to highlight different features of your product or service compared to a marketing campaign aimed at an IT department or end-users.

Segmenting based on industry is also essential. Address the ways your product or service can benefit a specific industry. Tailored content makes more of a connection with potential leads, instead of delivering general content to a wide audience. 

As you review various remarketing strategies, you will also find segmenting based on previously viewed content increases the relevance of the information.

Segmentation also makes it easier to analyze the results of your B2B marketing efforts. You can see what works and tweak your remarketing campaign accordingly.

While segmentation is a key component of remarketing, avoid creating too many segments. Keep it simple, especially when you first begin using these strategies.

After segmenting your email lists or ad campaigns, begin implementing some of the remarketing techniques discussed below.

Use B2B Remarketing for Each Stage of Your Funnel

As mentioned, when you deliver ads or emails to leads based on the current stage of their buying journey, you can deliver more relevant content. According to research, targeting leads based on their position in the buying process boosts conversion rates by up to 72%

Creating unique content for the various stages of the sales funnel is a technique you should already employ in your B2B marketing strategies, even if you choose not to use remarketing.

The classic sales funnel starts with the awareness stage and moves to consideration, preference, purchase, and loyalty.

An effective B2B sales funnel requires a different approach. The basic structure includes the following stages:

  • Lead generation
  • Lead nurturing
  • Proposal
  • Negotiation
  • Closing the sale

Each of these stages should feature their own remarketing efforts with unique content. Start with lead generation while remembering to use segmentation.

During the lead generation stage, you often deliver information content with the goal of scheduling a meeting or a phone consultation. Use remarketing to target leads lost during this stage of the sales funnel.

For example, you may use advertising remarketing to deliver ads to visitors who did not sign up on your landing page. As these visitors browse the web, advertisements for your product or service will continue to pop up.

For visitors who fill out the form but do not follow through with setting up a meeting or phone consultation, use email remarketing to present additional benefits of your product or service.

The second stage is lead nurturing with the goal of getting leads to request a quote. This is perhaps the most important part of the buying process.

Continue to use remarketing to nurture your leads. At this point, you may start retargeting leads using consideration material, such as case studies or white papers.

By the time you reach the proposal stage, use remarketing to keep leads from losing interest. You can present pricing details or in-depth information about your offerings, so the representative you deal with can present a proposal to someone higher up in the ranks.

With the final two stages, remarketing is most effective for maintaining communication with potential leads. Ensure they have all the information needed to make an informed decision about your product or service.

Develop New Landing Pages for Remarketing

To help with the lead generation stage of your sales funnel, develop new landing pages. If a visitor to your website does not sign up during their first visit, presenting the same information will not help you capture their contact information.

Instead of repeating the same offer or information, create an entirely new landing page. Do not just rehash the same features or benefits. Present new details that help highlight the reasons to use your product or service.

Make sure the landing pages provide a clear message, starting with the headline. Visitors should know exactly what you are offering without needing to scroll through the page.

It is also important to avoid getting ahead of yourself. Instead of assuming information alone will help you capture more leads, give visitors a special offer or a valuable tool. This may include access to a demo or a downloadable PDF with more details about your offering.

When developing landing pages, consider using A/B split testing. Create multiple versions of the same landing page that each feature one small difference. Each variation may have a different call to action, content form, headline, or layout.

Continue to review the metrics for each landing page to determine what works best.

Remarket For B2B Lead Generation 

Content creation is one of the most used B2B marketing strategies. Blogs help B2B companies obtain 67% more leads compared to marketers who do not blog.

Blogs provide a great opportunity to use remarketing for existing lead generation content, such as eBooks or webinars. Remember that visitors need to complete your form to access this exclusive content.

You also need to continue using segmentation to ensure you do not continuously deliver the same content or offers. For this remarketing strategy, segment your lists based on the interests or needs of the users.

For example, if visitors are reading a blog post about recruitment strategies, they should see ads remarketing offers related to recruiting. If a visitor reads a blog about productivity, they should continue to see ads for productivity solutions.

When using remarketing for lead generation content, you do not need to rely on outside platforms such as Google Remarketing Tools. You can simply include the relevant ads in the blog post or a sidebar on the page.

Implement B2B Remarketing for Email Campaigns

Many of the techniques discussed focus on advertising remarketing, where you deliver ads on websites or blogs based on previous interactions.

As mentioned, remarketing is technically the process of marketing to leads you have already reached through email sign-ups. With B2B remarketing for your email campaigns, you keep these leads from getting away.

Email remarketing is most effective when used during the lead nurturing stage of your sales funnel.

After a visitor fills out your form, the next step may be to schedule a consultation on the phone or take part in a webinar. Use remarketing to target those who skip this step.

You should also segment these leads based on their journey. For example, use one remarketing campaign for those who fill out the form and fail to contact your business and a separate campaign for those who contact your business but do not convert.

Use Remarketing to Target Existing B2B Customers

You may already know it costs more to acquire new customers compared to keeping them. In fact, customer acquisition costs up to 5 times more than customer retention. Unfortunately, existing customers may not always deliver the sales you need.

Use remarketing to boost repeat purchases or upsell features to existing B2B customers. Here are a few examples of how you can try to increase sales or transactions per customer:

  • Loyalty programs
  • Rebuying
  • Renewing
  • Upselling
  • Cross-selling

Loyalty programs are effective for building stronger relationships with your customers. It shows you value their continued business and provides additional reasons for them to retain your services.

Loyalty programs may allow you to use the remaining B2B remarketing techniques for existing customers. For example, you may offer a discount to customers when the product or services reaches the end of its lifecycle.

Remarketing to maintain brand loyalty

Remarketing is also useful for promoting renewals. If you have a subscription-based offering, remarketing can help remind customers when they need to renew.

Upselling and cross-selling remain two of the most beneficial options for remarketing to existing customers. With upselling, you present offers related to upgraded features, products, or services. For example, if you have a tiered service, you can upsell the features of the next higher-priced option.

With cross-selling, you try to promote related products based on the initial purchase. If a customer is satisfied with your product or services, they may enjoy some of your other offerings.

Use Special Offers in Your B2B Remarketing Efforts

When you fail to convert leads, it helps to consider the potential obstacles that may be keeping customers from completing a purchase. In many cases, customers are simply waiting for a better offer.

You can use B2B remarketing to present these leads with a limited-time offer. By limiting the timeframe for responding to the offer, your leads have extra incentive to act immediately. This psychological strategy is one of the most used techniques in marketing.

Last Thoughts on Remarketing for B2B Companies

B2B remarketing techniques do not replace your existing marketing efforts. You use remarketing to enhance your previous strategies.

Remarketing provides an extra step for keeping potential leads from losing interest. These strategies also help you nurture your leads, moving them one step closer to making a purchase.

If you want to run a successful digital marketing campaign, begin implementing the steps discussed. Start with the list segmentation process. Separate leads into categories based on geography, job title, industry, and content.

With the right remarketing efforts, you can start boosting your conversion rates and the overall return on investment from your B2B marketing strategies.


Austin Cline is the founder and CEO of ASUN Digital. He frequently writes about brand strategy and digital marketing with expertise in B2B marketing. He has served as a senior director of marketing and director of digital and web for previous marketing agencies and has over 10 years of marketing experience. You can follow him on Twitter at @_austincline or connect with him on LinkedIn by visiting his profile.