The Ultimate Guide to B2B Retargeting

B2B retargeting is one of the easiest ways to get traffic to your B2B website. When someone visits your site but doesn’t convert, you can use retargeting to advertise to them elsewhere on the internet. This guide will help you with targeting, creatives, and everything you need to know about retargeting.

Read this guide to learn what retargeting is, how it works, and how you can use it for your business.

Channels Used:

  • Facebook
  • Bing
  • Google Display Network

Quick Tips: Retargeting is one of the best ways to get more traffic and customers. With retargeting, you can advertise to your website visitors in other places on the internet. For example, you can use retargeting to find new customers by running ads on channels like Facebook, Bing, and Google.

What Is B2B Retargeting?

B2B retargeting is a way to advertise to someone who has already visited your site (or a site related to yours). Ideally, you want to retarget people who have seen your site but aren’t ready to buy yet. Then, you can get them back to your site and convert them into customers.

For example, you might retarget someone who visited your eCommerce store but didn’t buy anything. Instead, you could use Facebook or another platform to advertise to them when they are on other websites. Then, you will hopefully get them back to your site and convert them into a customer.

That’s what retargeting is. And there are many ways to do it with advertising platforms like Facebook, Bing, and Google. This guide will show you how to use those platforms for retargeting your website visitors with ads.

Retargeting is a simple concept. First, you place some code on your website, and then the code shows ads to your website visitors on other websites. Usually, the ads are based on their behavior and what they have been looking at on your site.

B2B retargeting usually works by using cookies (or some other tracking form) to identify people who have visited your site. Then, you can use a retargeting platform to show ads based on those cookies.

Why Does B2B Retargeting Work?

Why Does B2B Retargeting Work

Retargeting works because of something called “Recency, Frequency and Monetary value,” or RFM. RFM means that people are more likely to buy from you if they have recently seen your site, have visited your site multiple times, or have already spent a lot of money on it.

For example, if someone visits your eCommerce store for the first time and spends $1,000, you can retarget them with ads for similar products or services. You can do this because they have recently visited your site, spent a lot of money, and are likely to buy from you again.

People who visit your site but don’t convert are valuable customers. You can get them back to your site and convert them using retargeting ads. The more you use retargeting, the more familiar your ads will be to them. And, the more familiar your ads are to them, the more likely they will be to buy from you.

Retargeting works because it gets more customers to your site. You can retarget people on any platform and then show them ads that are relevant to your business. This guide will show you how to use retargeting on Facebook, Bing, and Google.

B2B retargeting strategies

B2B retargeting strategies are gaining popularity in the marketing world because organizations realize the significant impact they can have on their sales and ROI. It’s not just some new marketing trend; it’s the future. Today’s consumers are bombarded with ads and messages daily, and it isn’t easy to stand out.

B2B retargeting is important because it helps keep your brand in mind with your target audience.

B2B retargeting allows you to target your ideal buyer when they are actively looking to buy. It’s not a matter of whether they’re researching; they are actively in the buying process. This is the time when they are most likely going to click on your ad and convert.

Retargeting has been proven to increase conversion rates by an average of 26%. Also, it’s a cost-effective way for B2B companies to reach their target audience.

So, how does B2B retargeting work?

how does B2B retargeting work

First, you need to identify your ideal buyers. If you already have a list of contacts in your CRM, that’s great. If not, you can use a list from your Google Analytics data to target those who have visited your website.

Next, you need to create your retargeting ads. These ads will follow your audience around the web. For example, if a prospect visits your website but doesn’t convert, you can set up your retargeting ads, so they start seeing them on Facebook or Google Ads.

The next step is to start using your ads. You want to ensure that you’re only spending money on people interested in your product or service and are in the research or buying process. You can do that by setting up a conversion funnel in Google Analytics.

This will show how many people visit the site after seeing your ad, how many people convert, and how much they spend. There are two types of B2B retargeting:

  1. Website retargeting: focuses on the specific actions your visitors take once they’ve landed on your website. This can include: getting a quote, filling out a form, or downloading a brochure. This is great because you can specifically target your most interested visitors!
  2. Remarketing: involves using ads to target your audience on other websites. This is helpful if you want to reach your audience on a wider scale.

When it comes down to it, B2B retargeting is a great way to get more qualified leads to your website. In addition, it’s a great way to remind your potential customers that you exist, even if they didn’t take action on your site. There are a few things you need to keep in mind when doing B2B retargeting:

  • If there is a large gap between your audience’s awareness of your brand and their need for your product or service, it may be better to focus on raising awareness than retargeting.
  • If you’re using social media for retargeting, ensure a strong social media presence. Your potential customers are less likely to engage with your retargeting ads if you don’t.

Ultimately, B2B retargeting can be a great way to get qualified leads back to your website. Just make sure you know who you’re trying to reach, and don’t waste a lot of money on people who probably wouldn’t buy from you even if they did come back to your site.


If you’re B2B, retargeting is a channel to consider. It has quite a few benefits that other channels don’t, and you may see similarly impressive results. You obviously can’t just blindly use all of the same strategies an eCommerce client could, but once you understand what retargeting can do for B2B, it’s quite easy to tweak your strategy to fit this industry. Best of all, if done right, retargeting will pay for itself more often than not.

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