Retargeting has earned a bad rap. Most people associate it with getting stalked around the internet by a consumer product. They never intended to buy it or already bought it three weeks ago. I was looking at that Harry Styles doll as a joke okay? I was never going to buy 3…
But don’t write it off. B2B retargeting can be an effective addition to your full-funnel advertising strategy. You can reach prospects you thought you had lost and find new customers too. It’s worth a shot. Lately, AdRoll has been my highest converting platform across all of my accounts.
Retargeting requires a thoughtful, deliberate, unique strategy. It’s not as simple as mimicking your Twitter campaign strategy on a new platform. And that strategy differs based on what kind of AdRoll campaign you’re doing. Let’s go one inch deeper on each of these B2B retargeting strategies.
Convert warm leads with URL segmenting
When to use it
Your site is already getting a lot of traffic. It might be organic, paid (driven through AdWords, Twitter, Facebook, and other channels), or a mix. Some of your visitors convert, but most leave. You want to bring them back for another interaction and opportunity to convert.
How to use it
With URL segmenting you can serve ads to unique subsets of your audience based on their behaviour. For a Product X retargeting campaign, choose URLs that indicate a visitor is interested in X (product page, any blog post or case study related to it, the pricing page, etc). The more pages they’re visiting, the warmer they are.
What to say
The user has already had a first, second, or even third interaction with Product X. They may have seen ads. They have been to Product X-related pages on your site. This history is why it’s important to avoid repeating messaging from other campaigns. They’re already warmed up. You know they’re more interested than the average prospect. Hit them with an offer, mention a game-changing feature or benefit, or invite an action like a demo or trial.
Reach existing customers or prospects with CRM segmenting
When to use it
You have an email list of at least 100 contacts. They have either purchased from you before or have opted in through a webinar, newsletter, tradeshow booth, or other means. They’re classified as very high potential prospects.
How to use it
Take advantage of AdRoll’s CRM data onboarding tool by uploading your email list. Make sure you build in some lead time. AdRoll spends up to 7 days matching these contacts across the web using cookie technology.
What to say
You’re already in a relationship with this user, so don’t treat it like a first date. Build off of your history with this contact and use your second or third layer of messaging. How did you get their email? Answer that question and you have a starting point for crafting a more personalized message than what you’re serving up to general audiences through other channels.
Reach new, high potential customers with Prospecting
When to use it
You have an existing customer base, but you want more! AdRoll’s prospecting tool builds the top of your funnel with new leads that are very similar to those that have already converted.
How to use it
When you opt in to AdRoll Prospecting, you’re joining a community of advertisers pooling data. When you have a model that maps behaviour to intent to conversion, there’s no guesswork. You aren’t setting your own demographic targeting or URL segmenting. We’re using machine learning algorithms to find more people like your existing customers.
What to say
This audience is similar to your CRM and URL segmenting audiences, but you should assume you’ve never met before. Treat these prospects as a high potential new audience and serve them introductory messaging.
