Ad Retargeting – not just for B2C
Retargeting has become a favorite marketing tool for eCommerce and now B2B marketers are jumping on the bandwagon. Integrating business identification and tracking technology with retargeting is a powerful new marketing automation tool for B2B.
Here are a few tips for successful B2B Retargeting:
Know your website goals:
Before launching your retargeting it is best to know what goals you have for your website visitors. In B2B marketing, the obvious is often requesting a demo, downloading a white paper or creating a trial account. Also important is branding and visibility. Most buying decisions are not made during the first visit and visual reminders of your brand during a one, two or three month period after the last visit can be just what is needed to help clinch the deal.
Develop segmented scenarios:
Visitors to your web site are not all equal. First time visitors are probably just discovering your company or product. As visitors go to more specific product pages or technical details of your web site, they may be moving towards a decision stage. Display banners should be adjusted accordingly. Deliver product ads to users who visited product pages, Free demo ads to users who visited the pricing page or white paper downloads to blog readers.
Refresh your creative:
Seeing the same banner from your company over a three month period, may remind your prospect of your company, but it can lead to ad fatigue. As users see your ads multiple times the likelihood of clicking drops if they are constantly seeing the same ad. Have multiple versions of each banner ad and switch them out after a month or alternate them. Using multiple product or content specific banners also is a great way to segment your retargeting campaigns and make them more effective.
Adjust the ad duration for your sales cycles:
B2B sales cycles can vary greatly depending on industry and average deal size. 90 day retargeting durations cover short to medium length sales cycles. For longer sales cycles, you might want to extend the duration to six or even twelve months. Adjust the number of ads a prospect will see during the month to accommodate. Layer multiple campaigns during this period if they come back to your site to increase the impact.
Don’t forget about selling more to your existing customers. Retargeting can be a great tool to drive upsells and cross sells to your customer base. For example, a software company can retarget existing customers who login to their app. Retarget these customers with upgrade offers or the latest white paper about a new product.
Step up to Azalead B2B Retargeting
Azalead identifies, tracks and targets ads only to the business visitors to your web site. Thus eliminating ad wastage to non-business visitors. We provide a turnkey B2B marketing automation solution including ad copy, creative, planning and optimization.
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