B2B remarketing Strategies that deliver results — Hallam

Remarketing is a powerful tool for marketers looking to nurture leads and drive repeat sales. Prospects often visit a website several times before making a purchase or even engaging with the sales department. Without a strong remarketing strategy, businesses risk losing valuable potential customers who may never return and go to competitors instead. With the B2B sales cycles being longer than that of B2C, while involving multiple decision-makers at different positions, it is imperative for companies to leverage their remarketing data to drive more sales faster and at a lower cost. 

Below, we’ll explore effective B2B remarketing strategies that can help your business to stay top-of-mind, engage potential buyers and ultimately drive better results.

B2B vs B2C

The main difference between B2B remarketing and B2C is the complex buyer journey of the former. The sales cycle can take weeks or even months, requiring multiple touchpoints to nurture prospects before they make a decision. Remarketing plays a critical role in reinforcing brand presence, building trust with the brand, addressing pain points, and guiding leads down the funnel.

Unlike B2C campaigns that often focus on immediate conversions, with B2B, you need to stay relevant and provide useful and educational content to everyone involved in the decision making, ensuring that your brand is trusted and is perceived as an expert in the industry that can outweigh the competitor brands.

B2B remarketing strategies

1. Segmentation-based remarketing

One of the most effective B2B remarketing strategies is segmentation. Instead of treating all website visitors the same, consider segmenting audiences based on intent and behaviour. Below, we have outlined some examples of how to segment your audiences and in what campaigns you can target them.

• Cold audiences: Visitors who browsed the homepage or blog but didn’t complete any actions, e.g. fill out contact form, download guide. This is the perfect audience for a top of the funnel campaign, with awareness-based content such as educational articles or industry insights.
• Engaged audiences: Those who downloaded a whitepaper or attended a webinar. This audience belongs to the consideration stage (middle of the funnel) so consider using remarketing campaigns with case studies, product demos or message ads to initiate a conversation.
• High-intent audiences: This audience is one step before they convert (bottom funnel or conversion stage) and it could include people who visited pricing or contact pages. Retarget them with a strong call-to-action (CTA) to book a consultation or start a free trial.

2. Account-based marketing (ABM)

Account-Based Marketing (ABM) is probably the most powerful approach for B2B companies, allowing you to leverage customer/company data and engage with specific high-value accounts, using tailored messaging, while working closely with the sales team to move them down the funnel.

• Use LinkedIn, programmatic and Microsoft ads to target key stakeholders based on their job titles, job functions, companies and industries.
• Deliver personalised ads to each audience, based on where they are in the funnel that address their specific pain points and showcase relevant solutions.
• Reinforce messaging with sequential advertising, guiding them from awareness all the way down to conversion.

3. Data-driven content strategy

B2B buyers are looking for value-driven content that helps them make informed decisions. Instead of bombarding them with generic sales messages, consider following a more personal and tailored approach to content.

• Serve blog posts, whitepapers, or industry reports to early-stage prospects, that will also help you position yourself and the company as industry experts.
• Use video testimonials, case studies or message ads to build trust and nurture mid-funnel prospects.
• Offer demo invitations or bespoke product walkthroughs for those closer to making a purchase.

Aligning your remarketing ads with the buyer’s journey, will contribute to higher engagement and trust.

4. Multi-channel remarketing

A successful B2B remarketing strategy doesn’t rely on a single platform. Use a multi-channel remarketing approach to ensure you reach your audience wherever they are active.

• Google Display Network (GDN): Retarget visitors across millions of websites with relevant ads.
• LinkedIn: Ideal for B2B professionals, giving you a variety of options when it comes to targeting based on industry, job role, and company, but also when it comes to ad formats. Bear in mind though, that Linkedin is probably the most expensive platform so make sure to allocate enough budget to cover the high CPCs and CPMs
• Meta: Useful for softer touchpoints like brand awareness and testimonial content, but can also help you generate leads at a lower cost than Linkedin
• YouTube: Effective for engaging users with video content such as customer success stories or explainer product videos or short demos.
• Email remarketing: Don’t forget to use your own remarketing lists to create tailored workflows, based on the audience’s funnel stage and deliver personalised content that will help increase conversion rates.

Best practices for high-performing B2B remarketing

To maximise results, consider following these best practices to your B2B remarketing campaigns:

• Frequency capping: Set frequency limits (around 3 impressions per day) to avoid prospects being overwhelmed by seeing the same ads all the time.
• Exclude users who have converted, existing customers and your companies’ employees: Prevent wasted ad spend by removing leads who have already taken an action, are already customers or work in your own company.
• A/B testing: A/B testing is important in all types of campaigns, whether that’s for prospecting or remarketing audiences, so make sure to continuously test different ad creatives, gated and ungated content, CTAs, and landing pages to optimise performance.
• Leverage CRM data: Integrate CRM data to create highly personalised remarketing audiences. 
• Work closely with the sales team: It’s very important to stay in close communication with the sales department to assess the performance of those campaigns and the success of moving prospects further down the line.

Measuring success: Key metrics & KPIs

Tracking performance is crucial for refining B2B remarketing audiences and assessing whether they are moving further down the funnel and are closer to converting. Key metrics to monitor include:

• • Metrics for awareness campaigns:
    
    • Click-through rate (CTR): Indicates how engaging your ads are 
    • Engagement rate: Tracks interactions such as video views and content downloads.
      

Metrics for consideration/conversion campaigns

• • • Cost per lead (CPL): Helps determine the efficiency of your ad spend.
    • Conversion rate: Measures how effectively ads drive conversions, whether that’s a download, contact form submission or demo request.

Metric for conversion campaigns:

• • • Pipeline influence: Evaluates how remarketing contributes to the overall sales funnel, by measuring account lift, sales velocity, deal size and conversion to opportunities or closed

Make sure to constantly review and analyse these KPIs, so that you can adjust and refine your B2B strategy. 

B2B remarketing isn’t just about bringing back users who have previously visited your website. But rather, it’s about nurturing these audiences, building trust, and guiding them through the sales funnel. By leveraging segmentation, ABM, content-led remarketing, and multi-channel approaches, your business can stay ahead of the competition and drive meaningful results, both in the short and long run.