Every marketer wants to make sure they maximise their campaigns. You create the campaign, execute it and sit there with your fingers crossed, hoping it’s going to deliver the leads that you need. Sometimes it does, and sometimes it doesn’t.
But, what if you could double the leads you generate by working the data harder and adding more messages or contact points into the campaign? That would be nice, wouldn’t it?
Having spent a long time working hard to get those visitors to the website and converting them, surely it only makes sense to try and get them to come back? In this post, we’re going to look at the merits of remarketing and retargeting in B2B marketing.
Disclaimer: remarketing and retargeting are used interchangeably. Google uses ‘remarketing’, other platforms talk about ‘retargeting’ website visitors. I like to use both but tend to favour ‘remarketing’. If you have a clear distinction between two, let’s discuss.
Make the most of email
So, we use remarketing in lots of different ways in our B2B marketing campaigns. By far, email remarketing is our favourite as it simply delivers results. We do this by focusing on behavioural triggers to create rules to remarket to contacts.
For us, email remarketing is powerful, fun and really delivers results, whether you’re activating contacts or pushing a particular brand message. If there is an action involved, you can set up a remarketing campaign. What’s more, we see significant uplifts in results over these campaigns, which more than double the number of leads generated.
The nice thing is that these campaigns are fairly straightforward to set up, you just need to think through the behavioural sequences and appropriate messages for that behaviour.
Advertise the right way
The other way we remarket is via advertising platforms. These are much more common and you probably get sick of them a lot. This form of remarketing is when you see ads for the products you’ve just been looking at on the wonder-web.
Like you, I get followed around by pants, shoes, screwdrivers and handheld vacuum cleaners (now there’s an insight into my personal life) – whether I’ve bought them or not. The ads usually last three or four days and I see them wherever I go. The conversion rate on these must be good, as it helps prevent comparison shopping, reminds you again once you’re on Facebook (yes, you can set up remarketing ads here too) and the audience is highly targeted so the cost is minimal.
You all know that it costs far more to acquire a new customer than to keep one, so remarketing to a few that already know you is far more effective. That’s why it works so well.
In the context of B2B marketing campaigns, we add in remarketing across all platforms – wherever possible. We include Google Search ads, Google Display ads, YouTube pre-roll ads, and all the social platforms and native advertising too – wherever your audience is.
And the results? Well, the business case is pretty good. Cost is exceptionally low as the volumes are so low, and the conversion is generally good too. What’s more telling though is the data we get from Google on view-through conversions. We know that over 60% of conversions within a lead generation campaign have seen the remarketing ads, and since we only advertise via remarketing to non-converters, we know that’s 60% more conversions than if we didn’t do remarketing.