Retargeting Strategies for the Sophisticated B2B Marketer

Brenda Ton
May 28, 2015

There are many nuances in B2B that make marketing fun, yet challenging. We all know how valuable retargeting is when it comes to re-engaging with site visitors and that it’s a great channel for building brand awareness and staying “top of mind” for the prospect, but where you’ll find the most value is through managing a strategic retargeting program that has the ability to move prospects further down the sales funnel.

If you missed my last retargeting post on audience segmentation, click here to catch up before reading further.

Here are two ways you can integrate retargeting into your marketing mix to improve conversions and turn your prospects into customers:

1. 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 and target them with a highly targeted message, using ad sequencing through the entire duration of their free trial to move them further along the funnel. In 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.

2. Email and Retargeting Makes a Powerful Duo

Layering retargeting on top of your email program can be very powerful. The execution is very simple and consists of placing a code snippet in each email sent in order 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. It’s essential, especially for lead nurturing campaigns, to ensure you’re getting the most relevant message in front of your leads.

Happy Retargeting!

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