The business-to-business (B2B) sales cycle is notorious for being significantly longer than business-to-consumer (B2C) purchasing journeys. The average sales cycle length for B2B brands is 102 days, and teams will typically have to interact with a B2B prospect a half dozen times or more before they close a deal. 

The trick when doing so is keeping your company and its products or services top of mind throughout the sales journey. And to do that, you’ll need to engage in B2B retargeting.

What Is B2B Retargeting?

B2B retargeting is a specific type of digital marketing strategy that involves delivering content to businesses that have previously interacted with your website, ads, or content. Its goal is to get those organizations to re-engage by showing them targeted ads across various digital platforms, including social media pages, search engines, and any other websites they visit. 

Retargeting is particularly valuable in the B2B sector due to its longer-than-normal sales cycles and the often higher values of each conversion compared to B2C transactions. It allows your company to remain foremost in the minds of potential clients who have already shown interest in your products or services. Providing multiple touchpoints can guide these prospects through the sales funnel.

By leveraging data on past interactions, you can create personalized ad campaigns that address specific needs or interests, thereby increasing the likelihood of converting these prospects into paying clients. 

Taking Aim

Before you start creating content or running retargeting campaigns, you need to identify who you are trying to reach. Segment your audience based on their interactions with your brand. Did they visit a specific product page, download a white paper, or abandon a form? Understanding these actions allows for tailored retargeting efforts that speak directly to their interests and concerns.

For instance, a prospect who abandoned a demo sign-up form may have a lower level of interest than a company that downloaded a white paper. One brand is deep in the consideration stage, while the other is still getting to know your brand. In response, you should adjust the nature and messaging of your content. 

Tailoring Your Content Strategy

Once you’ve segmented your audience, your next step is to craft content that addresses the specific needs and pain points of each group. For a prospect who visited a product page, detailed case studies or product demos can be compelling. Conversely, a more nuanced approach is necessary when targeting those who engage with educational content, as you are simply trying to reignite their interest. 

Leveraging Multiple Channels for Retargeting

A multi-channel approach maximizes the chances of re-engaging prospects by meeting them on their terms. Combining the strengths of various platforms ensures your message is seen and heard across the digital landscape. 

Some options to consider include the following:

Email Retargeting

Email retargeting is a personalized way of reaching out to prospects who have previously engaged with your content. Sending targeted emails based on their specific actions can remind them of the value you offer. 

Social Media Retargeting

Platforms like LinkedIn are veritable goldmines for B2B retargeting, allowing you to target professionals who have shown interest in your brand directly. Tailored ads on these platforms can drive engagement and conversions. 

Display Advertising

Display ads serve as visual reminders of your brand, ensuring it stays top-of-mind for prospects as they navigate through other websites. These ads can be customized to showcase products or services that the prospect showed interest in, thus increasing the likelihood of conversion. 

Why Timing and Frequency Matter

The timing and frequency of your retargeting efforts are critical to the success of your campaign. You don’t overwhelm prospects with ads, as it can lead to ad fatigue or even cause frustration with your brand. But on the other hand, too little exposure might result in your brand being forgotten. Ultimately, balance is key. 

There aren’t any one-size-fits-all solutions when it comes to timing and frequency. You need to adjust based on the level of interest that the client has. Entities that are extremely interested in your products or services may be good candidates for frequent retargeting. In contrast, individuals early in the purchasing journey should be retargeted with a lower frequency. 

Start Retargeting and Recapture Lost Prospects

Just because someone’s interest in your brand has faded doesn’t mean they’ve left the sales funnel altogether. Through B2B retargeting, you can recapture lost prospects and nurture leads more effectively, moving them closer to conversion. The ability to recapture the attention of potential customers will continue to be invaluable throughout 2024 due to the competitive and evolving nature of the digital marketing landscape.

Above all, just remember that the journey doesn’t end at the first click; it’s a path that leads back to your brand time and again.