7 Strategies for B2B Remarketing That Actually Work

  • SEM

Marketing Experts Reviewing Their B2B Remarketing Efforts For A Client

What if you could re-capture the attention of potential clients who have shown interest in your B2B product or service but have not yet made a purchase? How much of a difference could this make in your sales effort?

B2B remarketing is an effective digital marketing approach that can help you re-engage the right audience with the right message to pull them back to your website. Instead of bombarding your prospects with ads, you can become very precise in strategically placing your brand in front of your audience.

Find out how to reconnect with visitors who have interacted with your website in an efficient and cost-effective way.

Why B2B Remarketing for Your Business?

This type of paid search effort is valuable for any B2B business looking to deepen market penetration and enhance sales funnel efficiency. It’s a strategic move to remind decision-makers and influencers about the value your product or service can bring to their business.

By targeting individuals who have already shown interest in what you offer, B2B remarketing serves as a continuous touchpoint to keep your brand at the forefront of your prospects’ minds during their decision-making process.

The statistics speak for themselves regarding the effectiveness of this program. According to a recent study, an intelligent approach to retargeting supports sales in the following ways:

  • 147% higher average conversion rates
  • 500% growth in search results for your brand
  • 700% higher website visits

So, what strategies should you consider to ensure the effectiveness of a re-targeting program for your business? Let’s take a closer look.

The B2B Remarketing Strategies You Need for Growth

Consider these seven remarketing strategies to help you nurture potential leads through the sales funnel, enhance brand awareness, and boost conversion rates.

1. Optimize Your Landing Pages

First impressions matter when utilizing display advertising to bring prospects to your website. When potential leads revisit your website, the landing pages they encounter can significantly impact their decision-making process.

  • Ensure your landing pages are optimized for conversion: clear, concise, and compelling. 
  • Tailor them to address the specific needs and pain points of the segments you’re targeting.

A well-optimized landing page can be the difference between a qualified lead bouncing from your website or taking a desired action – such as signing up for your email list, scheduling a free trial of your solution, or signing up for a demo.

2. Segment Your Audience Effectively

Not all visitors to your website are the same. Segmenting your audience based on their behavior – such as the pages they visited or the products they showed interest in – allows for more targeted and effective remarketing efforts.

By delivering content and ads relevant to each segment, you increase the likelihood of engaging them further down the sales funnel.

3. Personalize Your Retargeting Ads

Personalization is key in making your retargeting ads resonate with your audience. Use the data you’ve collected from your website and previous ad campaigns to create personalized messages that speak directly to the needs and interests of each segment.

Personalized retargeting ads have a higher chance of catching the attention of decision-makers who previously visited your website and encouraging them to take action.

4. Utilize Multi-Channel Retargeting

Don’t limit your retargeting efforts to a single platform. Utilize a multi-channel approach to reach your audience wherever they spend their time online, whether it’s social media, search engines, or other websites.

This strategy not only increases your brand’s visibility but also reinforces your message across different touchpoints, making it more likely for your leads to convert.

5. Focus on Lead Generation Content

Content is a powerful tool in any B2B retargeting strategy. Create valuable, engaging content or repurpose existing content that addresses your target audience’s common questions and concerns.

Use this content to drive your retargeting efforts, encouraging leads to revisit your website for more information. This approach helps position your brand as a thought leader and moves prospects further along during their buying journey.

6. Implement a Tiered Bidding Strategy

Not all leads are created equal. Implement a tiered bidding strategy to allocate more of your budget towards retargeting users who are closer to making a purchase decision.

By increasing your bid for users who have visited specific product pages or filled out a contact form, you can maximize the efficiency of your ad spend and focus your efforts on leads that are more likely to convert.

7. Leverage Social Proof and Testimonials

Trust plays a crucial role in the B2B buying process. Incorporate social proof, such as testimonials and case studies, into your retargeting ads and landing pages.

Seeing real-world examples of how your product or service has helped similar businesses can be the nudge for a potential customer to take the next step.

Find Support Implementing Our Remarketing Strategies

B2B remarketing requires patience and specific skill sets to produce results. By implementing these seven strategies, you can create more effective retargeting campaigns that improve conversion rates and lower your cost per conversion.

Remember, the goal of this B2B marketing technique is to stay top of mind with potential clients who have already shown interest in your brand, guiding them back to your website and one step closer to closing the deal.

For many B2B companies, web-based retargeting is a time-consuming process. Not every company has the internal marketing resources to focus on this effort. Let our industrial B2B digital marketing agency step in to fill the void.

Marketing Refresh specializes in paid search campaigns for B2B companies. We can strategize, implement, manage, and refine a retargeting program that drives toward your business goals. Whether you need to create awareness, increase conversions, or both, we can develop the right program that fits your needs.

Contact our team today to discuss your current digital marketing efforts. Let’s work together to implement remarketing to generate the right leads for your sales team.


  1. Can retargeting ads help with lead generation in B2B marketing?

Yes, retargeting ads are powerful for lead generation. They remind businesses that have shown interest in your product or service, nudging them closer to making a decision or taking action, such as signing up for a trial or requesting more information.

  1. Can retargeting ads improve my B2B conversion rates?

Yes, retargeting ads remind prospects about your products or services, keeping your brand top of mind. These ads increase the likelihood of converting warm leads into customers, boosting conversion rates.

  1. How do I choose the best channels for B2B remarketing?

Choose channels where your audience is most active. Analyze your audience’s online behavior and preferences. LinkedIn and Google Display Network are highly effective for B2B audiences because of their professional focus and extensive reach.

  1. What’s the importance of landing pages in remarketing?

Landing pages are crucial for converting interest into action. They should be tailored to match the retargeting ad’s message, offering a cohesive experience that addresses the specific needs and interests of the returning visitor.

  1. How often should I update my retargeting ads for optimal engagement?

Regular updates keep your ads fresh and relevant, preventing ad fatigue among your audience. Aim for at least once a month or whenever you have new offerings, significant updates, or insights that can enhance ad relevance.

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