Pipeline Marketing Blog

5 Smart Ways To Use Retargeting To Drive Leads In B2B Marketing

By Dave Rigotti
Jan 23, 2015
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Retargeting, also called remarketing, is a way to build awareness for your brand and drive clicks to your website. It’s often thought of as B2C-first tactic because of it’s ability to drive repeat purchases or bring back abandoned visitors.

But retargeting is a powerful tool for B2B marketers as well.

First, an overview on how it works, which is really quite simple:

1) Someone visits your website and are tagged with a retargeting cookie;

2) They’ll start seeing your ads on various sites such as Facebook; and

3) They click on the ad coming back to your site and then complete a desired call to action.

At Bizible we’ve max out our retargeting budget, mainly driving visitors to the demo page of our B2B marketing attribution product.

A big limitation for B2B companies is visitors. The less visitors you have to your site, the less retargeting you can do. While we’re a fast-growing startup, our traffic is relatively small compared to most sites on the web.

But over the last years we’ve been doing retargeting for an enterprise SaaS product, and we’ve picked up a few smart ways it can drive leads and ultimately revenue. 

Segment Visitors By Funnel Stage

One of the great things with common retargeting platforms such as Adroll or Google is that you can show ads and messages to visitors based on specific pages/sections they viewed.

Using information on page visits you can estimate the funnel stage of each of yours visitor, and then offering them appropriate content that pulls them through the funnel. This is how you can create new form submissions with increasing value.

Here’s how to identify what funnel stage your visitors are in:

--Top of the funnel (TOFU): People who visit pages related to content rather than your product. A great example of this is a blog. Run retargeting to distribute ebooks to capture the initial lead.

--Middle of the funnel (MOFU): People who visit pages related to your product but only at a high-level. Run retargeting driving them to consideration material such as whitepapers and case studies.

--Bottom of the funnel (BOFU): People who visit pages related to decision making, such as case studies and a pricing page. Re retargeting driving them to request a demo.

It’s simply about aligning content and offers to each stage.

Email of retargeting banners on Adroll

Use Industry Targeting And Test Date Ranges

As we’ve written about before, relevant messages matter and writing ads that are industry specific had click-through rates (CTR) that were 20 - 60% higher than our average content ads. Retargeting is no different. Make it custom. Think about what pages they were visiting and make the ad shine.

Another consideration is recency, or when the visitor last visited the URLs you are targeting in your retargeting campaign. Most platforms allow you to specify an end date for the ads. Definitely do this and test different options, so example 0 - 7 days or 0 - 30 days.

Since you pay based on a CPM model, showing ads too long from when they visit your site will be less effective and not worth the cost at some point.

Use Cross Channel Retargeting And Optimize For Mobile

With more than 50% of traffic on Facebook and Twitter coming from mobile, being cross channel -- and sometimes mobile first -- is a reality that’s not going to change.

We’ve already declared 2015 the year of mobile for B2B and retargeting is no different. Make sure your messages don’t truncate on mobile, that they make sense in the context of the form factor, and your website is setup to support mobile.

Speaking of cross-channel, consider running different messages depending on the site visitors are on. We use Adroll at Bizible which lets us run across Facebook, Twitter, and display and then we’ve supplemented with Google Display Network retargeting ads to ensure we build enough frequency and impression share to drive action.

Combine Account And Time-Based Retargeting

Depending on the stage of your company, goals, and traffic, you may consider advanced company-based and/or time-based retargeting with enterprise B2B retargeting platforms like Bizo (recently bought by LinkedIn) and DemandBase.

We’re a bit small for these at the moment, but plan to re-evaluate when our traffic hits 20,000 visitors a month, which is right around the corner.

Use Email Addresses When Running Retargeting 

If you are only using web visitors to run retargeting ads, you’re missing out on a great opportunity, which is Facebook custom audiences. Facebook custom audiences make it easy to run Facebook ads to specific users based on their email address.

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Image from GoChime

For B2B contacts I’ve had about a 12 - 15% match rate on Facebook since many Facebook users do not list their work email address. It’s not great, but when you have thousands of email addresses, it can add up to a sizeable opportunity.

One common reason for retargeting based on email address is to specifically target people in funnel stages. Export your leads, MQL, opportunities, and free trials and deliver a custom message designed bring them into the next stage, without any need for web visit correlation.

Services like GoChime can auto update your custom audience list based on people in your marketing automation system.

Use The Right Tracking And Marketing Attribution Model 

Running retargeting is great, but you have to be able to measure the impact. It’s important to use the right attribution model. If you are using first touch tracking, the ROI of retargeting will always be zero. Retargeting is not the first touch point, but should be given some credit for helping make the sale. 

If you’re using last click then retargeting will be over valued, giving retargeting too much revenue credit.

At Bizible we recommend the W-shaped attribution model for most B2B companies since it values the three key transitions: first visit, lead creation, and opportunity creation.

Retargeting can drive both lead creation and opportunity creation.

Bizible can automatically tag and track your remarketing efforts directly in Salesforce to make it easy to see how many leads it drives, and ultimately revenue. This makes it easy to calculate return on investment.

Click here to request a demo and we’ll show you how it works.

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Topics: paid media, lead generation, paid social ads

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