Remarketing Tips and Tricks to Generate Leads for B2B
Rebecca McIntyre
Head of Operations
27 Aug 21

When it comes to maximising the return on your advertising spends, remarketing is one of the most critical strategies.

B2B remarketing strategies are essential for engaging customers and demonstrating the value that your business can give.

Remarketing is one of the most effective tactics for generating B2B leads. It enables you to contact your existing contacts and website visitors to entice them to return to your site and convert them into paying customers.

Since these people are already familiar with your business or have been customers before, having the proper plan can keep them engaged, turn them into paying customers and produce repeat sales for your business. 

B2B Remarketing: What is it, and why is it important?

B2B remarketing is the process of re-engaging prior prospects and customers who have had some previous experience with your brand. Think about it: It’s easier to convert businesses that have already shown interest in your company. Your brand has already attracted their attention, and you can simply hook them in again and convert them.

Such businesses have either joined up for your business mailings, viewed your website material or made a few purchases from you. Or maybe they have visited your website and then left without buying or subscribing to anything. In both cases, you can keep in touch with them and maintain a connection to remarket effectively. 

B2B Remarketing Tips and Tricks to Generate Leads

Here are some techniques to make the most of your remarketing strategies. These tips will help you generate new B2B prospects, nurture them through the sales process, and boost your overall marketing effectiveness.

1. Build remarketing lists for each stage of the sales funnel

Your B2B remarketing approach should start with a sales funnel map. After all, your PPC campaigns should have been built for each level of your sales funnel to satisfy changing customer needs.

If you don’t do PPC like this, well, you should.

Make sure that you construct remarketing ads for each level of your sales funnel. These ads are aimed to re-engage users who previously did not respond to your initial ad message and left the sales funnel.

Create remarketing lists for them and target users with campaigns geared to convert them into leads.

This method also allows you to move leads along the sales funnel by reassigning them to the next remarketing list and targeting them with the appropriate campaign.

2. Create remarketing landing pages.

 After you know what kind of campaigns you’re going to create, it’s time to think about landing pages. Make sure you’re not sending visitors to the same page they saw the first time.

Your last landing page did not work the first time, so what makes you think doing it twice will work now?

The whole point of constructing remarketing lists is to target clients with wonderfully prepared messaging— this includes the landing pages you give them.

As such, make sure that you create unique landing pages for each remarketing campaign you make.

3.  Create remarketing lists for email subscribers as well.

Maybe you’d like to believe that a user counts as a lead already when they sign up for a newsletter or download one of your articles. Well, they are leads, indeed. But how many of those “leads” convert to paying customers?

For starters, you also need to create remarketing lists for your email subscribers. Here are a few examples of different types of lists you could make:

  • Users who viewed your webinar Sign-up page, but no sign-up
  • Sign-ups for a webinar who did not attend
  • Attendees during the webinar who did not convert.
  • Attendees who participated in a webinar but did not make a second purchase

These are four examples of remarketing campaigns that you can create to improve the operation at each stage of the lead generation procedure.

By making this list, you can generate more email sign-ups through remarketing and improve the quality of your leads by increasing the range of actions performed at each step.

4. Content Remarketing

This is one of the most underutilised remarketing lead generation strategies available.

All of the time and money you’ve invested in writing blog articles will fall short of their full potential unless you target your subscribers with remarketing efforts offering them things such as webinars, eBooks, digital downloads, etc.

The key here is to segment your readers based on their interests so that your content will appeal to them 

5. Time-sensitive remarketing efforts

When your PPC traffic does not convert on the first try, it usually means one of two things: you are not providing exactly what they want, or something is preventing them from committing.

For the first situation, you should go back to fundamentals with your PPC ads to ensure that you’re communicating effectively. 

And for the second situation, it will not be difficult to persuade users who have already expressed a significant interest in your offer. 

To target them effectively, include exceptional offers they can’t resist and make it clear that supplies are unlikely to last long.

Offers that expire soon create a powerful sense of urgency and stimulate a psychological phenomenon known as “loss-aversion.” Missing out on a perceived good offer is a powerful motivator for most buyers.

The Key Takeaway

Remarketing can do a lot more than just bring visitors back to your site. By incorporating our suggested tactics in your own advertising campaigns, you’ll be amazed at what remarketing can do for your business.