Introduction

Welcome to the third episode of Coach by TripleDart. In this episode, Silvio Perez, founder of AdConversion, guides us through building a multichannel B2B retargeting strategy. With a background in managing $100M+ in advertising and teaching marketers globally, Silvio offers expert insights into creating effective remarketing campaigns.

Why Bother with Remarketing in B2B?

B2B remarketing is essential due to the high number of touchpoints required to close a deal. According to HockeyStack, it takes 222 touchpoints to close a deal, broken down into:

• Lead > MQL: 54 touches
• MQL > SQL: 87 touches
• SQL > Closed: 81 touches

Staying omnipresent and top of mind is crucial in the B2B landscape, as frequent interactions help nurture leads through the complex B2B sales funnel.

The B2B Remarketing Blueprint

Step 1: Install Remarketing Pixels

The first step in your B2B retargeting strategy is to install remarketing pixels for each platform you plan to use (LinkedIn, Meta, Twitter) through Google Tag Manager. This setup allows you to track user activity and retarget them with relevant ads across different channels.

Step 2: Create All Possible Retargeting Segments by Timeframe

Next, create comprehensive retargeting segments based on various timeframes. Segmenting your audience by their engagement period helps in targeting users at different stages of their journey, ensuring your messaging is timely and relevant.

Step 3: Adjust Targeting and Exclusion Parameters

Fine-tuning who you target and who you exclude is vital for an effective retargeting strategy. Adjust your targeting to include potential leads and exclude those who are unlikely to convert. This helps prevent ad fatigue and ensures your ads reach the most relevant audience.

Step 4: Align on Retargeting Content and Offers

It’s essential to diversify your retargeting content. Avoid the common mistake of only showing offers to your retargeting audience, as this can come off as too aggressive. Instead, mix up your content to include product marketing, social proof, thought leadership, and offers, providing value and keeping your audience engaged.

Four Remarketing Mistakes to Avoid

Only Promoting Offers: Solely pushing offers can be off-putting. Balance your approach by providing valuable content.

Retargeting Based on Assumption, Not Action: Use data-driven insights to retarget based on user behavior.

Not Using All Available Remarketing Segments: Utilize all segments to fully capture your audience at different stages.

Failing to Refresh Creative to Offset Ad Fatigue: Regularly update your creative to keep your ads fresh and engaging.

Recommended Mix by Timeframe

Product Marketing: Create content that highlights the features and benefits of your product, showcasing its capabilities and how it can solve customer problems.

Social Proof: Leverage testimonials, case studies, and customer success stories in your ads to build trust and credibility with your audience.

Thought Leadership: Develop content that educates your target audience and positions your company as an expert in the industry. This can include blog posts, whitepapers, and webinars.

Offers: Use ads that encourage your audience to take specific actions, such as signing up for a demo, downloading a resource, or starting a free trial.

Build All Relevant Retargeting Campaigns

LinkedIn Retargeting Campaigns

Cohort #1: 30-Day LinkedIn Retargeting

• Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}
• Examples:
  • USA | PM Content | Remarketing (30D) | Image | Awareness
  • USA | Demo | Remarketing (30D) | Video | Conversions
  • USA | Social Proof | Remarketing (30D) | Carousel | Engagement
• Recommended Objectives:
  • Content Focus: Brand Awareness, Engagement, Video Views
  • Conversion Focus: Lead Generation, Conversion
• Recommended Daily Budget: $25-$100/day

Cohort #2: 90-Day LinkedIn Retargeting

• Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}
• Examples:
  • USA | PM Content | Remarketing (90D) | Image | Awareness
  • USA | Demo | Remarketing (90D) | Video | Conversions
  • USA | Social Proof | Remarketing (90D) | Carousel | Engagement
  • USA | Thought Leadership | Remarketing (90D) | Image | Awareness
• Recommended Objectives:
  • Content Focus: Brand Awareness, Engagement, Video Views
  • Conversion Focus: Lead Generation, Conversion
• Recommended Daily Budget: $25-$100/day

Cohort #3: 180-Day LinkedIn Retargeting

• Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}
• Examples:
  • USA | PM Content | Remarketing (180D) | Image | Awareness
  • USA | Demo | Remarketing (180D) | Video | Conversions
  • USA | Social Proof | Remarketing (180D) | Carousel | Engagement
  • USA | Thought Leadership | Remarketing (180D) | Image | Awareness
• Recommended Objectives:
  • Content Focus: Brand Awareness, Engagement, Video Views
  • Conversion Focus: Lead Generation, Conversion
• Recommended Daily Budget: $25-$100/day

Learn More

For a detailed execution of this remarketing blueprint, check out the full guide on AdConversion’s blog, featuring over 5000 words, 35 pages, and 10 embedded YouTube tutorials.

Conclusion

By following this step-by-step playbook, you can create a robust multichannel B2B retargeting strategy that keeps your brand top of mind and drives conversions. Remember, balancing your retargeting content and avoiding common mistakes are key to a successful campaign.