Top 8 B2B Retargeting Strategies For Lead Generation And Conversion

Are you struggling to maintain (and build upon) brand awareness, nurture leads by keeping potential customers engaged with your business, and recapture lost leads? If your answer is yes, what your business lacks are most probably effective B2B retargeting strategies.

retargeting graphic
Source: Pixabay

Having effective B2B retargeting strategies can be a great way to raise brand awareness in the digital marketplace, keeping your company at the forefront of consumers' minds. This allows you to focus your advertising spend on clients who already have some degree of interest. This essentially means a much better ROI.

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What Is Retargeting And Why Is It Important?

Retargeting is not just a practice that’s used for e-commerce sites. In fact, it’s a valuable tool for a variety of B2B and B2C companies when it comes to any ad campaigns.

Think of retargeting as a way of positioning yourself in front of potential prospects. These are the visitors who have clicked on your site, your ads, or your content but haven’t pulled the trigger. With a great retargeting strategy in place, you can help move them further down the sales funnel.

Retargeting is crucial for your B2B or B2C business. But for now, we’re going to focus on B2B retargeting. If you're still on the fence about B2B retargeting, here's what you need to know:

With the ever-changing landscape of digital advertising, the fight for your audience’s attention has to be won with not just quantity but also quality. While you should assume that your customers should experience numerous touchpoints with your brand before they’re ready to convert, each digital encounter should feel relevant to them.

Retargeting provides additional points of contact with your product and more largely your brand, increasing the likelihood that those people who know you will convert.

How To Get The Most Out Of Your B2B Retargeting

Retargeting is well known within the e-commerce world, with retailers such as Amazon and many airlines being particularly strong in this area. But how can B2Bs get the most out of it?


To run successful B2B retargeting campaigns, you firstly need to get your segmentation right. B2B retargeting generally works best with larger audiences and in some cases, you’ll be required to have a certain size of audience before it will kick in.

The beauty of it is that you can segment not only people who visit your website, but in greater detail – such as by the page they visited, or how long they stayed on the site. When this is matched with data held in your CRM or the insights you gain through your analytics platform, you will be able to pull out very specific lists.

The key is to know your audience and your buyer journey really well, to spot opportunities to reinforce your messages and convert leads with retargeting. Also, don’t forget to consider your negative audiences as well, i.e. those audiences you want to exclude.


Another huge success factor when using B2B retargeting is to think hard about what you are going to use – from the wording to the imagery, landing pages, and the offer itself.

Selling a product directly is not how B2Bs operate, you need to get into an educational model with your ad campaigns. Teach and pass on information, rather than try to sell.

Do a lot of testing, to check you’ve chosen your strongest offer. You can put ads together that relate entirely to a specific page on your website.

Overall, through this activity, you will be generating brand awareness, but don’t have that as your main objective. Instead, make the aim of any kind of marketing campaign you’re doing to be some sort of conversion. At the very least, go for an email address for a subscription.

Make sure you spread your ads across several different channels and use different messaging. Check what works well and what doesn’t, so you can keep fine-tuning. Then test again and repeat the process.

Something increasingly important in today’s world of smartphones and tablets is to make sure your ads work on mobile devices. Many people visit websites via mobile, so your ads, landing page, offers, and website all need to look good and be user-friendly.

Traffic And Size Of The Audience

If you are very narrow in your targeting and your website traffic levels are small, you may want to consider broadening your reach first. You can use B2B retargeting to run a top-of-funnel campaign that attracts traffic and then retarget those that didn’t convert with specific messages.

Whether it’s digital ads, retargeting, or any other type of campaign, there is a multitude of tactics you can use to attract people.

What you need to ensure is that you then have a clear conversion path for them to follow and that all departments are on board with it, so you maximize every opportunity. Then, with a little time and effort to ensure you have the strongest possible offer, presented in the right way and to the right people, you’ll soon start to reap the rewards.

Top 8 B2B Retargeting Strategies That Can Get You Leads

If you’re new to the game, looking for additional opportunities, or would like to revamp your current tactics, follow these best practices for B2B retargeting.

1. Use Funnel Stages To Segment Your Website Visitors

By tracking website visitor metrics, you can easily identify the funnel stage of each website visitor and provide them with content that suits their requirement. That's the key to keeping website visitors engaged.

Here’s how to determine the funnel stage of your website visitors:

This best practice is based on retargeting the right audience with the right content at the right time.

2. Create Targeted Landing Pages

Another effective B2B retargeting strategy for lead generation is by tailoring specific landing pages and retargeting ads to past visitors. Like blog posts, these pages can also be used to offer more information about what you offer. This is known as a B2B content landing page or a retargeting ad.

Another type of landing page that can effectively retarget your offering is a social proof landing page. These pages include testimonies or case studies from current or past customers who had a successful experience with your business.

For visitors who are further down the sales funnel, a B2B sales funnel is the next step. Once a visitor is at an advanced funnel stage (think multiple visits and have submitted their email address), it’s time to make a more direct call-to-action.

These landing pages might be price quotes, free trial offers, or product demos. This comes into the lead nurturing stage in the B2B remarketing process.

3. Customize And Test Different Ads

As you already know, relevant messages are critical to the success of your B2B retargeting initiatives. Make sure you customize ads for different target audiences and test them to evaluate what’s working well.

Also, consider recency when designing a B2B retargeting campaign. Retargeting website visitors who visited your website more than two to three months ago will be less effective and costly.

4. Communicate Research

Business owners have built their companies and brands upon research. They put time into each decision and expect solid information to back up any purchases. Cater to this in your B2B retargeting campaign.

Direct retargeted visitors to a page stacked with statistics and studies, with applicable links and source information. Use quotes and information from industry and thought leaders and focus on the interests to which you’re marketing. B2B retargeting requires research for success.

5. Leverage Cross-Channel And Email-Based Retargeting

Don’t limit your B2B retargeting campaigns to one platform. Consider running different messages on multiple platforms such as Facebook, Instagram, Twitter, and so on, provided your audiences frequent those platforms.

Using Facebook Custom Audiences you can retarget specific website visitors using their email addresses. However, many Facebook users these days do not use their email addresses.

custom audience retargeting
Source: Facebook

Nevertheless, if you have substantial number of email addresses, you can make the most of Facebook Custom Audiences to run targeted ads.

6. Extend A Lucrative Offer

If a potential customer simply left your page without making a purchase, they likely found a better option elsewhere. When targeting a potential customer, use a frequency cap that allows you to limit the number of times your ad is shown to them.

Exciting offers such as percentage discounts can entice prospects and provide you with an edge over your competitors, who are likely targeting the same people. 47% of customers say that they are ready to sacrifice their privacy for a lucrative deal.

7. Continuously Measure The Impact Of Your Retargeting Campaigns

Running B2B retargeting campaigns is not enough. To ensure you’re on the right track, it’s essential to measure their impact. You can measure the success of your retargeting efforts by tracking the number of leads and revenue. Click-based data won’t help when it comes to retargeting.

8. Analyze the Results

Carefully assess all your B2B retargeting campaigns and find areas where you succeeded or failed. Analyze conversion patterns so you can optimize content, ad frequency, ad timing, and so on.

Retargeting is a marketing technique that will not provide you with the desired results if you don’t modify your campaigns as needed.

In fact, B2B companies that have benefited from retargeting are those that have a well-defined B2B retargeting strategy in place that includes continuous testing, optimization, and measurement.

How To Integrate B2B Retargeting Into Your Marketing Mix?

Here are two ways you can integrate retargeting into your B2B marketing mix to improve lead generations, conversions and turn your prospects into customers.

Freemium: Converting Users From Free To Paid

If your business offers a free trial of your product and you’re looking to convert users from free to paid, sequential retargeting and segmentation can help.

To do this, you’ll need to create a segment that captures all the people that signed up for a free trial. Then target them with a highly targeted message, using ad sequencing through the entire duration of their free trial.

At the very beginning of their free trial, the ads should focus on introductory upgrade messages, followed by features of the premium version, and then a reminder that their trial is expiring soon to create a sense of urgency for them to take action.

Email And Retargeting Makes A Powerful Duo

Layering B2B retargeting on top of your email marketing can be very powerful. The execution is very simple. It only consists of placing a code snippet in each email sent to cookie each user.

By doing so, you can add these users to specific segments based on the topic of the emails and retarget them across the web with relevant ad messaging. This is essential, especially for lead nurturing campaigns, to ensure you’re getting the most relevant message in front of your leads.

Final Word

Retargeting, especially for businesses trying to reach other businesses, is not an effort to be taken lightly without research, strategy, and ongoing modification.

In fact, businesses that see the highest percentages of success are likely those who have a sound plan in place and that, by testing, measurement, and optimization, best understand the needs of their target prospects.

Effective B2B retargeting needs good data. OneMoreLead offers a database of over 40 million verified B2B prospects to search from. Get started with OneMoreLead today!

Everything You Need to Know About B2B Marketing: A Complete Guide

B2B marketing strategies have been based on the same core concepts as consumer marketing for decades. However, during the last 20 years, B2B marketing has evolved into its own discipline, with its own set of tactics, methods, and success indicators.

marketing strategy written on a grey background
Photo by Eva Elijas from Pexels

There are two basic business models and are Business-to-consumers (B2C) and business-to-business (B2B). The B2C approach seems quite familiar to us because we engage in this process as a consumer on a day-to-day business.

To streamline business processes, B2B allows retailers to make high-value transactions to a smaller group of customers.

It’s important to assess the strengths, limitations of B2B marketing strategies, and their compatibility with your business goals before you start.

To guide you in making an informed choice, this article explains how B2B marketing works, the function of B2B marketers, B2B marketing channels and strategies along with the best practices to develop your own B2B marketing strategy.

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What Is B2B marketing?

Business-to-business marketing, as the name implies, is the selling of products or services to other businesses and organizations. It differs from B2C marketing, which is focused on customers, in numerous ways.

Let’s say you are a farmer who grows cantaloupe. This year’s crop has been harvested, and you have 1,000 cantaloupes to sell. Now you must determine which route you will follow B2B or B2C.

If you choose the B2B route, you'll need to find a store that will buy your cantaloupes in bulk. This might be a supermarket, a restaurant, or a farmer in need of more cantaloupes. You'll sell them wholesale at a discount to another party, who will subsequently offer them to customers in some way.

And if you choose the B2C model, you would instead set up a farm stand where you would sell cantaloupes directly to customers.

So which one is better?

The answer to this is neither the B2B nor the B2C business models are intrinsically superior - each has its own set of advantages and disadvantages. The majority of businesses are better suited to one of the two models. Your goals, infrastructure, and industry decide which model is ideal for your business.

Differences between B2C and B2B Business Models

A business-to-business (B2B) company sells its products and services to other businesses. The business will either utilize the items in its operations or resell them to the end-user. B2B eCommerce platforms such as Alibaba and Thomasnet are two of the most well-known examples.

The differences between B2B and B2C aren’t always obvious. Sometimes, B2B eCommerce stores may sell to consumers.

For example, Amazon is both a business-to-business (B2B) and business-to-consumer (B2C) company. Of course, it is particularly known for its B2C capabilities. But, because of the wide range of items accessible on Amazon, a growing number of small companies are turning to the site for supplies.

We’ll try to highlight the key differences between B2B and B2C in short.

Buyer’s Purchase Intent

Consumers in the B2C sector frequently make purchase decisions based on their emotions. They may be influenced by advertising, may find discounts lucrative, or may even be looking for a way to relieve frustration.

B2B customers are considerably more planned and data-driven. As a result, B2B marketing is far more informative, whereas B2C marketing is far more fun.

Decision-Making Process

The B2C audience is often made up of an individual or a couple. Your marketing efforts can appeal directly to that person who can decide whether or not to buy from you with relative ease.

Depending on the pricing of your product or service, you may only require one or two client interactions to persuade them to purchase it.

B2B, on the other hand, is more difficult to understand. Rather than speaking to a single person, you appeal to a group of individuals. Impulsive purchases are rare in a rigid company structure.

The high-value B2B transactions are based on their return on investment (ROI), the urgency to make the purchase, evaluation of the solutions, and a set of rules.

Conversion Time

B2B buyers are more deliberate and well-informed about their purchases. This is due to the fact that their purchases are in considerably bigger quantities, and their purchases have a significant impact on their own business. B2C customers are more likely to convert fast and are typically unaware of product variations.

What B2B Marketers Do

Based on their industry expertise, market knowledge, and relationships with prospects and clients, B2B marketers assist in the development of new product concepts.

Market Research

Prior to developing a new product or feature, there are basic concerns of identifying the problems clients are facing and the requirements market has. B2B marketers conduct this research to find out potential customers and competitors in the market.

Set Up Market Position

Following the development of a product or feature, its market placement must be determined. Another function of B2B marketers is to translate product features into client advantages and to find a targeted audience.

Reach The Audience

B2b marketers have to reach all potential customers, inform them about the product or service, and convince them of its benefits. They also need to analyze the output to have details of the sales funnel.

How Do You Develop A B2B Marketing Strategy?

Start With Market Segmentation

A study of B2B international reveals after experimenting with 2000 B2B companies, that B2B markets typically have far fewer behavioral or needs-based segments in comparison with consumer markets.

While a B2C market might have 10-12 or more segments, the average B2B market has only three or four. The major reason for the fewer segments is that the behavior or demands of a professional audience deviate less from those of a (less rational) consumer audience.

The fact the B2b markets have proportionately fewer segments makes the job of the B2B marketers reduced to essentials. Nonetheless, knowing which consumers fit into which segments and how to appeal to each of these groups is a difficult skill to master.

B2B market segmentation focuses on finding prospects who fit your target customer profile. For extremely impactful segmentation, one needs to understand the types of B2B prospecting.

Build Effective Lead Generation Campaigns

Lead generation, or the process of discovering and developing new potential consumers, is a top priority for businesses and marketers, but it's becoming more difficult. According to Hubspot research, getting traffic and leads is the biggest challenge for 61 percent of marketers.

top marketing challenges chart
Source: Hubspot

So, where do you start from in building effective lead generation campaigns?

Often marketers start with paid campaigns and hard to achieve content marketing goals. One of the main reasons behind not being able to meet content marketing goals is they ignore the landing pages.

Landing pages are not only a means of collecting information. Landing pages may be used as a springboard to guide users further into your site and to more valuable information. With marketing automation technologies at your disposal, you can design landing pages, forms, content, and calls-to-action that are geared for that goal: keeping people engaged on your site after they've already converted.

Start with your value proposition, create points of engagement, limit scrolling, use strong calls-to-action, and attach social proof, leverage images, and video. Using landing page videos can boost conversions by 86%.

Keep your CTA’s short and obvious, convey value, and indicate urgency through them.

The most important thing is to continuously test the elements mentioned above and optimize each of them for greater success. Former US President Barack Obama used A/B testing to raise an additional $60 million.

Qualify Leads

Sorting through incoming leads may be an extremely time-consuming procedure for the marketing department. Passing on the improper leads to sales wastes your sales representatives' time and strains the connection between sales and marketing.

Blended lead scoring and grading is a solution to the lead quality conflicts that frequently align these two teams with reality. According to a recent report of APSIS, 80% of marketers use automation software to drive leads as much as 451% and convert more leads than those that don’t use automation.

Automated lead scoring and grading may remove the guesswork out of lead qualifying and assignment, speeding up your sales cycle and ensuring that your leads are better qualified and nurtured before they reach the sales department.

Enrich Your Database

Big firms like Netflix, Amazon, and Facebook all have large datasets. A comprehensive database is, without a doubt, a highly valuable asset, even in terms of the total value of your company.

To sum up “big data” in a single sentence - it allows creating a powerful impact and highly personalized marketing campaigns by providing deep insights into both the market and the customer.

B2B Lead database

The online retail giant has access to a vast quantity of data about its consumers, including names, addresses, payment histories, and search histories. While this data is obviously used in advertising algorithms, Amazon also utilizes it to improve customer interactions, which is something that many big data users underestimate.

As much as a strong database brings opportunities for B2B companies, it is equally challenging to build one. Though the number of customers is not large, they require highly customizable services with a different pricing plan.

B2B marketing has an interesting approach named Account-Based marketing (ABM). The availability of reliable, high-quality data is a key requirement for ABM.

Identify Marketing Channels

In most cases, you'll need to promote through a variety of channels. However, this does not imply that you should market through every available channel. For example, direct mail marketing may or may not be a good fit for your target audience.

That's why it's crucial to figure out which marketing channels your customers use the most, and then create marketing content that will help to solve their problems to run effective campaigns in those channels.

For B2B marketers LinkedIn is the hotbed of generating leads. 89% of the B2B marketers prefer LinkedIn the most as the digital marketing channel.

Create And Send Email Marketing Campaigns

Email opens up a world of possibilities for your company. For years, email marketing has been a rock star for both B2C and B2B marketers. For a variety of reasons, it shows no indications of slowing down.

With so many emails bombarding our inboxes these days, it's more essential than ever to create and send efficient marketing emails. To help you cut through the noise OneMoreLead can help you to verify the email addresses, automate your emails and send them timely.

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Invest In Content Marketing

We've discussed how B2B clients are motivated by knowledge, rationality, and a desire to learn. What better marketing technique than B2B content marketing to meet these requirements?

Content marketing boosts SEO efforts by predicting what your audience is looking for and assisting them in finding your website and content, as well as the possibility of converting them into customers.

Jonathan Franchell, CEO and Founder of Ironpaper points out, "A frequent mistake B2B organizations make is educating the buyer on their own company, product, or service. The buyer isn't ready for that; they are just beginning to understand their problem."

It's worth noting that content marketing is most effective when it's catered to different stages of the buyer's journey.

Track And Analyze The Success Of Marketing Campaigns

How will you know whether your B2B marketing campaigns are successful? Develop a mechanism for tracking the effectiveness of any plan before implementing it.

Keep track of how much money you spend on each campaign and how many qualified leads it generates. Keep track of how long it takes to close deals and which marketing strategies help to speed up the process.

In order to have clear visibility into what’s working and what’s not and to avoid implementing marketing strategies haphazardly, you should have a plan in place from the start to track and analyze marketing data.

Final Word

Even though B2B Marketing caters to a more informed audience, it’s an audience nonetheless. As you already know, no marketing campaign can be truly successful without putting the audience at the core of it.

Want to optimize your B2B marketing efforts? Get Started with OneMoreLead today to get access to a database of millions of verified B2B prospects!