The subtle but persuasive art of B2B selling is unique. It isn’t like B2C, where instant gratification is the primary driver. For most B2B transactions, the products or services being purchased are for the betterment of a business.
This may not always be the case, but we hope it’s clear what we’re trying to imply here. All B2B transactions take longer due to multiple decision-makers, higher costs, longer approval processes, and the need to justify ROI before making a purchase.
How Retargeting Works
Retargeting in both B2B and B2C remains fundamentally the same. It involves targeting visitors who landed on your website but didn’t take a desired action, such as making a purchase or signing up. A tracking pixel, also called a cookie, tags them anonymously, allowing you to serve targeted ads while they browse other sites.
This makes retargeting vastly different from traditional advertising, as it focuses on a specific audience already familiar with your brand, increasing the likelihood of conversion. A digital marketing agency in Langley, for example, would create different ads for B2B and B2C retargeting campaigns, but the primary goal remains the same.
It’s essentially a way to remind visitors that your services exist. Studies show that 96% of customers aren’t willing to make a purchase the first time they visit a website.
Your ads promote your service, share relevant details, and gradually nurture the viewer into clicking on them—hopefully revisiting the website and making the desired decision. This keeps your brand top-of-mind, ensuring that when they’re finally ready to buy, they come to you instead of a competitor. It is best to keep an eye out for these PPC metrics for fine-tuning and better results.
Why Retargeting is Worth the Investment
If you’re a B2B seller, you probably know that the average B2B deal takes a minimum of 6-12 touchpoints to close. Depending on the scale of the transaction, this number can shoot up to over 50. Like we stated previously, B2B sales aren’t like B2C purchases, which often rely on impulse. That’s why what works in B2C may not always yield the same results in B2B.
Shortens the Sales Cycle
The B2B purchase cycle takes forever. With the help of retargeting, your business’s solution stays top of mind for potential customers, and warm leads are often more receptive.
Brings Back Lost Leads
First-time visitors rarely take the desired action—except for one, which is showing they were at least somewhat interested. This in itself is vitally important. Retargeting visitors who have shown previous interest makes them more likely to convert compared to first-time visitors. Retargeting isn’t a cold call; it’s more of a gentle nudge toward conversion.
Better Return on Ads
Ad revenue disappears fast. You need to collect a solid sample size and focus all efforts on those who have already shown interest in your product or service. Retargeting optimizes marketing expenditures by doing just that—bypassing cold traffic and ultimately delivering a higher return on investment compared to broader advertising strategies.
Personalized Marketing
Retargeting opens up more avenues for customizing ads since you now have vital information about your audience’s specific behaviors and interests. Furthermore, for B2B clients, the traditional “Buy Now” messaging doesn’t work. So, take the time to refine your messaging to make it more relevant and appealing to potential clients.
3 Retargeting Mistakes to Avoid
Every business is unique, so advice upon what to do and avoid does have a margin of error, of course. Companies often employ the services of a digital marketing agency to assist here. However, generally speaking, these are three of the most common retargeting mistakes observed:
- Showing the same lead, the same generic ad 50 times is only going to result in them blocking you. Creativity and segmentation are important to actually connect with your target audience.
- Frequency matters a lot. If there are more than, say, 15–20 impressions per user per week, it will start to feel pushy and not leave a positive impression.
- It is best to learn how to build an email list, which you can use to retarget past inquirers.
Conclusion
B2B retargeting presents itself as a tempting proposition that should be mixed in with an overall marketing strategy. It yields great rewards, and its chances of success are higher than for B2C in regard to retargeting, provided one is willing to put in the work.
After all, in B2B, you’re not grabbing the attention of individuals but a massive, highly sought-after entity instead. And retargeting is your way to staying relevant in their head till they finally do business with you.
