Though online retailers were the earliest adopters of advanced retargeting strategy, B2B companies are now joining the ranks at a breakneck pace. The ability to leverage intent data, or information about people’s interests and purchasing intentions based on their interactions with an advertiser’s website, is a tremendously valuable asset for marketers and is the reason why retargeting is such an effective customer acquisition channel. This is especially true in the B2B space where the price point and margins are typically high, making each additional new customer that much more valuable.

Given that B2B companies are earlier on the retargeting learning curve, there is plenty of room for implementing more sophisticated and more effective tactics. To take your retargeting efforts to the next level and truly leverage the wealth of data you already own you’ll want to:

  • Strategically segment users based on their interests and level of intent

  • Layer multiple campaigns together to guide users through the buy flow using different creative for each campaign

  • Bid differently on ad placements depending on the estimated conversion rates and value of each user group

  • Use conversion histograms to determine what is the optimal length of time to advertise to a certain group and with what frequency of ad impression

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For example, let’s take a common scenario amongst tech companies where a free trial is offered. Here’s how we might set up a retargeting campaign for a company like this:

1. Target “upper funnel” traffic from a website’s homepage and landing pages for a shorter period of time, using general branded ads with a clear value proposition and branded ads with a call to action, with a lower frequency of impressions and at a lower bid to drive users into the free trial (or white paper download, webinar pages, pricing pages, lead gen. form pages, etc.). We might set up ad groups within this campaign showing different product and service offerings to users based on which pages of the website they visited.

2. Layer on a second campaign that targets users during the free trial period with product information, features to highlight, pricing information, etc. to help increase conversion rates from the trial to paying customer.

a. Also target users who registered for a free trial but didn’t sign up for the paid subscription after the free trial period has ended. (As this is a more qualified group who has demonstrated a higher level of intent, we might target them more aggressively for a longer period of time and bid higher on ad placements while using different messaging in the creative.)

3. Add a third campaign targeting users who were not swayed by the second campaign with some incentive, discount, or extended free trial to keep them moving down the purchase funnel.

Retargeting can even be used to target existing customers with upsells, new promotions, products, events, and information, blurring the lines between demand response and CRM. Designing a series of well-thought-through retargeting campaigns in order to drive incremental conversions at the right intersection between volume and CPA while creating general engagement and branding for your company should be the aim of any retargeting program and can be a great way to round out your overall marketing program. 

Want more tips and tricks? We’d love to have a conversation about what this would look like for your business! Feel free to reach out to for more information and to speak with one of our specialists.