Retargeting is a B2B marketing technique designed to re-engage prospects who have already shown interest in your company but haven’t yet converted into qualified leads or customers. By leveraging data from previous interactions, such as website visits or engagement with marketing assets, retargeting enables businesses to deliver personalized and timely messaging across multiple touchpoints, including email, display ads, and social platforms. In B2B marketing, it’s particularly effective for nurturing complex buying cycles and keeping your solutions top of mind.
In the B2B technology sector, where the buying process often involves multiple stakeholders and extended sales cycles, retargeting is a critical tool for demand generation and account-based marketing (ABM). Marketing and Demand Generation professionals face the challenge of engaging decision-makers, many of whom conduct extensive research before committing to a product or service. Retargeting provides a way to maintain visibility and continue the conversation with these prospects throughout their journey.
For B2B companies, retargeting isn’t just about increasing brand recall; it’s about guiding prospects through the funnel. For instance, it can reinforce messaging around product benefits, share relevant case studies, or encourage event registrations—all tailored to where the prospect is in their decision-making process. By utilizing retargeting effectively, businesses can maximize the ROI of their marketing spend while significantly improving lead nurturing efforts.
At Site Ascend, retargeting is seamlessly integrated into our demand generation and marketing strategies. While we specialize in Qualified Appointment Setting, Channel Marketing, Event Marketing, and Lead Qualification, we recognize the vital role retargeting plays in accelerating the buyer’s journey.
Our approach focuses on high-value prospects, ensuring retargeting efforts align with director-level and above personnel. For instance, if a decision-maker visits a client’s landing page or opens an email without converting, we help our clients re-engage these prospects through tailored follow-ups, personalized messaging, and strategically timed outreach. Retargeting complements our ability to set meetings with prospects who meet the Ideal Customer Profile (ICP), providing our clients with a stronger pipeline of qualified leads.
Retargeting can be applied in multiple ways to enhance demand generation for enterprise-level B2B companies:
1. Account-Based Marketing (ABM): Retarget stakeholders from target accounts by serving them personalized ads that align with their specific challenges and objectives. For example, IT leaders could be retargeted with content showcasing cloud migration case studies or technical demos.
2. CRM Integration: Leverage data from CRM platforms to segment retargeting efforts based on engagement level, ensuring prospects receive messaging tailored to their needs, such as follow-up resources after a webinar or white paper download.
3. Event Marketing: Use retargeting to drive attendance for upcoming events. For example, prospects who viewed event registration pages but didn’t sign up can be shown ads with key event highlights or an exclusive invite.
4. Email Campaigns: Combine retargeting with email marketing automation. Prospects who didn’t respond to initial outreach can be retargeted through engaging ads to reintroduce your value proposition.
By implementing these strategies, B2B technology companies can strengthen their marketing efforts, reduce drop-offs in the sales funnel, and drive measurable outcomes from their campaigns.
Retargeting is an essential component of modern B2B marketing strategies, helping businesses re-engage prospects, nurture leads, and shorten the sales cycle. For Marketing and Demand Generation professionals at technology companies, it’s a powerful tool to maximize ROI and achieve demand generation goals.
At Site Ascend, we specialize in aligning retargeting efforts with strategic objectives to drive meaningful results for our clients. To see how Site Ascend can enhance your retargeting strategies and overall demand generation efforts, contact us today.
