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Quality first is our mantra in ABM!

What’s so special about account based retargeting?

11/25/2015 Written by Flora Lafage

 

 

A first-time website visitor fills out a form to download a White Paper, a sales rep reaches out and the prospect signs a deal. One can dream right? In reality, the B2B buyer’s journey is not so straightforward.

 

Quality first with ABM

 

Visiting your website then the competitors, then yours, then finally comparing notes with other key decision makers before contacting a sales rep … aye aye aye! Clearly, throughout this convoluted decision process, the B2B buyer needs a little TLC from you. This is where B2B advertising (aka retargeting, display ad nurturing) can help.

 

B2B advertising is special for many reasons. For example:

  • Reduced cost per impression
  • Better conversion rates
  • Improved ROI
  • Precise targeting
  • Cost effective branding

 

Did you know that B2B retargeting outperforms B2C retargeting? Innnterrresssting …

  • Conversions Per Impression: B2B retargeting outperforms B2C retargeting by 402%
  • Conversions Per Click: B2B retargeting outperforms B2C retargeting by 273%
  • Click-through Conversions Per Click: B2B retargeting outperforms B2C retargeting by 189% (www.retargeter.com).

 

Ready to harness this powerful marketing automation tool for B2B retargeting? Of course you are! Here are our top 3 tips for successful retargeting:

 

1. Track Your Prospects

Integrating business identification and tracking technology with retargeting is a powerful new marketing automation tool for B2B. Account Based Targeting ensures increased quality of your leads, allowing you to skip the job hunters, consultants and other employees who are not there to buy your product.

 

2. Deploy Creative Ads With The Right Message

Simply having an ad will not bring you quality leads. You must ensure your ad banner is creative, attractive and offers that little something special. Once you have a better understanding of where your leads are coming from you can tailor your ads to their needs.

 

3. Retarget Accounts That Matter Most

Remember to target your marketing towards your account lists instead of generic profiles. This is especially important in B2B where it can be hard to find lists of companies that are working in B2B themselves. It’s not often a criteria in list purchases or lead gen activities, but once you’ve identified your target list you need to expand your contact information – read this blog to help you get started.

 

For us B2B retargeting is an absolute no brainer! Ultimately, B2B retargeting allows you to monitor the business’ that are interested in your brand and decipher curious prospects from uninterested ones. After implementing a B2B advertising strategy, you’ll forget about the 95% of website visitors that didn’t fill in a web form, and be amazed at the ease of targeting, nurturing and winning the accounts that matter most.

 

Integrating business identification and tracking technology with retargeting is a powerful new marketing automation tool for B2B. Account Based Targeting ensures increased quality of your leads, allowing you to skip the job hunters, consultants and other employees who are not there to buy your product.

 

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