What are the best B2B retargeting tactics to increase conversion rates?

Once you have your audience segmented on which page or form they interacted with your online presence, you can start showing them different ads. Videos work well here. In each segment, show them results, add value, become the expert in your field, and let them get to know you as a human. This builds your 'know, like, & trust factor'. Now they are getting more 'warm' messaging from you and you become known to them. When they have a need, hopefully, they will come to you.

Once audience analysis and segmentation are done, and you've identified their needs and interests based on the pages they've visited, it's the best time to retarget them with special offers in display ads. For whom you already have their email data, the best approach is to reach out through email marketing and offer special deals tailored to their interests.

I'll say dynamic retargeting, which gives users personalised ads based on their prior interactions with your website. Ad material should be tailored to their unique interests and behaviours.

Not only should you segment by intent, pages visited, etc… you also need to understand their user role. Are they an authorized buyer? If so, do they have a credit limit? Do orders need to be approved? Are they the business admin? What have they bought previously? The right segmentation can truly help build the right foundation for retargeting.

In B2B marketing, segmenting your audience enhances targeted communication. It’s vital to understand each potential client’s unique needs. Segmentation allows for pinpointing key decision-makers within companies, ensuring content resonates deeply. For instance, an IT manager may prioritize technical specs, while a CEO focuses on ROI. This approach not only ensures efficient resource allocation but also fosters more effective, tailored communication, driving stronger engagement and results.

Combining retargeting with other marketing efforts can also help increase conversions. For example, matching retargeting campaigns with content marketing can create a smooth customer journey. If someone reads a blog post about a problem in their industry, the next ads they see could offer a detailed guide on how to solve that problem.

Optimizing your landing page is essential for B2B conversions. Firstly, offer a clear, compelling value proposition. Users should grasp the benefits immediately. Secondly, employ strong CTAs with actionable language. Thirdly, maintain a clean, logical design, ensuring users are guided smoothly. Fourthly, prioritize rapid page load times to prevent losing potential leads. Lastly, consistently utilize A/B testing to identify the most effective page elements, refining based on feedback to maximize results.

We often consider the buyer journey phase while creating our landing pages. Providing social proof to prospects in consideration stage is far more effective than pushing them to book a demo. As marketers we often try to put the horse before the cart. The B2B buying journey is much longer and requires multiple touchpoints. Your landing page must address the concerns of your buyer and provide a solution that will not only work for them but also their collective enterprise.

Diversifying ad formats/platforms maximizes reach and engagement. Start by identifying your audience's preferred platforms. Use videos for platforms like YouTube, where visuals drive engagement. On Facebook, carousel ads can showcase multiple offerings. For B2B, LinkedIn's sponsored content can be effective. Instagram Stories cater to mobile users. Always A/B test ad formats to gauge effectiveness. Ensure you tailor content to fit platform norms and audience expectations, tracking metrics to adjust strategy for optimal ROI.

Let's not forget about the power of direct mail, especially for B2B. If there's been activity on email (opens, clicks) and/or they've been to the website, or downloaded content, following up with direct mail (i.e. handwritten note, or a FedEx envelope or box) gets them one step closer to accepting to meet with you. I've found great success sending large dimensional packages to the right prospects.

The biggest problem with B2B creative and ad formats is that there’s this wildly misinformed assumption that B2B buyers are “rational” and “logical”. They’re not. They’re human. The B2B buyer arguably even more emotional! Their job is on the line if they f*** up. Dramatise your service. Make it hilarious. Put a celebrity in it. Anything to not be another white paper lead magnet. (Which you can still have, but let’s earn people’s attention first.)

There's no such thing as a boring category, just stale thinking when it comes to B2B creative. The kind of thinking that sails brands straight into the sea of sameness. A safe blue, stock product photos, gleaming corporate smiles in the shiny head office... So many B2B brands fall into the self-conscious trap of wanting to fit in, they forget the whole point is to stand out. But, thank goodness they do, as this leaves a huge open goal to stand out and be distinctive both verbally (with words) and visually (with pictures) for brands who want to be more Party Cannon (as we like to remind clients often). And if you're not sure what that is, go Google 'Party Cannon' right now.

Dynamic and creative ads automatically adjust content based on user data, ensuring relevance. Harness data analytics to create personalized ad experiences. For instance, retarget users who abandoned carts with specific product ads. Utilize vibrant visuals, compelling CTAs, and interactive elements to boost engagement. Videos can be more impactful than static images. Incorporate user-generated content for authenticity. Platforms like Facebook support dynamic ads, making setup easier. Remember, it's not just about eye-catching design; relevance is paramount. Monitor performance, iterating based on feedback and results.

Frequency is the fine balance between getting seen and remembered without being intrusive or creepy. Given the more complex decision making and longer product lifecycle in B2B, you may need to consider longer campaigns duration at a lower daily frequency, so that your presence can accompany the user during its entire journey. However, a magic number doesn’t exist. You may need to test and adjust your frequency platform-by-platform and also consider your cumulated cross-platform frequency, even if measuring it is still an industry limitation.

Setting frequency and duration limits ensures that your audience isn't overwhelmed or annoyed by seeing the same ad repetitively. Overexposure can lead to ad fatigue, diminishing the ad's impact and potentially affecting brand perception. Determine optimal frequency by analyzing engagement data; an ad seen too often may have diminishing returns. Implement caps, so users see the ad only a set number of times during a specified period. Use platform-specific tools, like Facebook's frequency capping, to manage this. Continually review ad performance. Adjusting frequency can breathe life into campaigns and enhance ROI. Remember, quality over quantity.

Tracking and measuring is NOT the last step and it should NOT wait until the campaign has ended. It’s an ONGOING step as you continue to test and refine the campaign.

metrics are very important to measure any project success! What you cannot be measured you cann’t be improved! So using numerical metrics of conversion rates and landing pages and returning customer will give you a clue about the right path to take to achieve your target.

The key to successful B2B retargeting is providing value and relevance to your audience. The more personalized and tailored your retargeting efforts are, the more likely you are to increase conversion rates and ultimately drive more business. Regularly analyze your retargeting data and make adjustments to your strategies based on the insights you gather.

What has worked for me has been writing blogs or articles that solve the problem our potential clients are looking to solve and include a case study.

Email marketing can be cost effective in B2B sales when sales cycles are traditionally longer and buying decision can involve multiple people. Make sure to drive leads to your emailing list. With emails you can offer essential information for B2B, such as testimonials and use cases, for as long as is needed. The more lasting format can even help share convincing material between anyone participating in the decision-making, if and when you land an ally in the team of buyers.

Educational Content: In B2B, the sales cycles are often longer. Use retargeting to deliver valuable, educational content like whitepapers, case studies, or webinars that can help your prospect make an informed decision. Time-Sensitive Offers: Limited-time promotions or discounts can create a sense of urgency and nudge the prospect to convert sooner rather than later. CRM Integration: Use CRM data to fine-tune your retargeting. If a lead is already in the negotiation stage, they shouldn't be seeing an ad for a free trial.

A fundamental B2B retargeting tactic to increase conversion rates and reduce wasted expenditure is to drive leads into an Email Digital Marketing (EDM) campaign. If you are considering running paid ads then you should also be considering how you are collecting your leads and what you are doing to nurture these leads. This approach does follow the sales funnel, but combines on it by nurturing your leads with targeted messaging. The approach I would recommend: 1. Run your ads and utilise SEO to target new leads 2. Collect them into your marketing campaign through an offer 3. Engage with leads using EDM's over multiple emails and different segments 4. Remember customers that have made a purchase are also more likely to re-purchase

In my experience, we should be by the side of the prospect in each stage of the buying journey. BOFU is often overlooked especially when the prospect is primed and has engaged with us multiple times. The delay of even 48 hours can cause them to pivot to different solution offerings. This is why we created mini funnels for our A1 prospects to be incentivized to convert sooner rather than letting them go through another stage of nurture.