How to Use The Secrets of a Remarketing Strategy to Drive Success

A robust remarketing strategy can be the key to unlocking sustained business success in the ever-evolving digital marketing landscape. In this episode of Predictable B2B Success, host Vinay Koshy speaks with Amanda Klitsch, Director of Demand Generation at SalientMG, to shed light on the secrets behind effective remarketing. Amanda brings a wealth of knowledge, emphasizing the profound importance of understanding your customers’ journey and experiences beyond mere transactions.

Engagement, empathy, and continuous optimization are critical components of Amanda’s approach. From leveraging detailed feedback loops to developing impactful case studies, Amanda delves into practical strategies that B2B marketers can adopt to convert leads into long-term clients. Whether you’re a seasoned marketer or just starting, this episode will equip you with actionable insights to enhance your remarketing efforts and build meaningful connections with your audience. Tune in to discover how remarketing can boost your conversion rates and enrich your brand’s relationship with its clientele.

About Amanda Klitsch

Amanda Klitsch is a seasoned marketing strategist renowned for her demand generation and relationship-building expertise. With a keen understanding of the modern business landscape, Amanda emphasizes creating strong, valuable interactions with audiences over merely capturing leads. She advises against the common misconception that quick-fix advertising can easily convert cold leads. Instead, Amanda promotes a more thoughtful approach, believing that meaningful engagement and understanding the end user’s needs will ultimately drive business success. Her philosophy centers on fostering genuine connections, ensuring that the audience and the business thrive in the long run.

Mastering Remarketing Strategy: Driving B2B Revenue Growth Through Targeted Engagement

A well-executed remarketing strategy can be the difference between stagnant sales and explosive revenue growth. By leveraging the power of targeted advertising and personalized messaging, businesses can re-engage potential customers who have shown interest in their products or services, guiding them through the sales funnel with precision and efficiency.

This comprehensive guide will explore the intricacies of remarketing strategy, providing actionable insights and data-driven tactics to help B2B brands maximize their marketing ROI and drive sustainable growth.

1. Understanding the Fundamentals of Remarketing Strategy

A remarketing strategy at its core involves targeting ads to users who have previously interacted with your brand through website visits, email engagement, or other touchpoints. This approach allows businesses to stay top-of-mind with potential customers and nurture leads throughout the buyer’s journey.

According to a study by Criteo, website visitors who are retargeted with display ads are 70% more likely to convert than those who aren’t. This statistic alone underscores the immense potential of a well-crafted remarketing strategy in driving B2B revenue growth.

Amanda Klitsch, Director of Demand Generation at Salient MG, emphasizes the importance of remarketing in the B2B space:

“I think with remarketing in particular and talking about that longer-term journey, there’s so much data that really supports the need for that. Looking at just a few clients that I’ve run campaigns with, I think we average about a 90% lower cost per lead from remarketing campaigns versus cold lead generation campaigns.”

2. The Psychology Behind Effective B2B Remarketing

To create a successful remarketing strategy, it’s crucial to understand the psychological principles that drive user behavior and decision-making. One key concept is the “mere exposure effect,” which suggests that people tend to develop a preference for things they’re familiar with. By strategically exposing potential customers to your brand through remarketing, you can build trust and increase the likelihood of conversion.

Another important psychological factor is the concept of “micro yeses,” as Klitsch explains:

“Really beginning to understand what is this person engaging with over time? Where are they giving me those signals of yes over a period of time so that it becomes easier to get that big yes further down the funnel.”

By focusing on these incremental positive interactions, B2B marketers can create a more natural and effective path to conversion, ultimately driving revenue growth.

3. Audience Segmentation: The Key to Personalized Remarketing

One of the most powerful aspects of a remarketing strategy is the ability to segment your audience based on their behavior and characteristics. This segmentation allows for highly targeted and personalized messaging, increasing the relevance and effectiveness of your campaigns.

Some key segmentation strategies for B2B remarketing include:

• Website behavior: Target users based on specific pages visited or actions taken on your site.
• Time-based segmentation: Tailor messaging based on how recently a user interacted with your brand.
• Funnel stage: Create separate campaigns for users at different stages of the buying process.
• Job title or role: Customize messaging for decision-makers vs. influencers within an organization.

Klitsch emphasizes the importance of this approach:

“The value proposition that is relevant to an influencer is probably pretty different than the value proposition that is relevant to your decision-maker. So making sure that you’re even providing variants of your messaging within a campaign is really important.”

4. Crafting Compelling Ad Creative and Messaging

The success of your remarketing strategy hinges on the quality and relevance of your ad creative and messaging. To maximize engagement and conversions, consider the following best practices:

• Use dynamic ads: Showcase products or services users have previously viewed or expressed interest in.
• Highlight unique value propositions: Communicate what sets your offering apart from competitors.
• Incorporate social proof: Include testimonials, case studies, or industry awards to build credibility.
• Create a sense of urgency: Use time-limited offers or scarcity messaging to encourage action.

Klitsch suggests leveraging video content in your remarketing efforts:

“Being able to send someone a short video is going to be a lot easier than you having to sit down and have multiple meetings and try to pull multiple team members in. And for executives, who may be the ultimate decision-maker, they’re busy. At the end of the day, they’re busy. But understanding that the type of content you provide them can really make a difference.”

5. Optimizing Ad Frequency and Campaign Duration

Finding the right balance between ad frequency and campaign duration is crucial for an effective remarketing strategy. While you want to stay top-of-mind, bombarding users with too many ads can lead to fatigue and negative brand perception.

Research by Wordstream suggests that the optimal ad frequency for remarketing campaigns is between 17-20 exposures per month. However, this may vary depending on your specific audience and industry.

Regarding campaign duration, Klitsch advises:

“Remarketing is really something that I see as being always on, an evergreen initiative for organizations. You’re always bringing in new traffic to your site, you should always be focused on engaging new users.”

6. Cross-Channel Remarketing: Maximizing Touchpoints

Leveraging multiple channels and platforms is essential to maximizing the effectiveness of your remarketing strategy. This approach allows you to reach potential customers wherever they are online, creating a cohesive and omnipresent brand experience.

Some key channels to consider for B2B remarketing include:

• Display advertising networks (e.g., Google Display Network)
• Social media platforms (LinkedIn, Facebook, Twitter)
• Email marketing
• Search engine marketing (SEM)
• Video platforms (YouTube, Vimeo)

You can create a more comprehensive and impactful remarketing strategy that drives revenue growth by coordinating your messaging across these channels.

7. Measuring and Analyzing Remarketing Campaign Performance

To continuously improve your remarketing strategy and maximize ROI, tracking and analyzing key performance indicators (KPIs) is crucial. Some important metrics to monitor include:

• Click-through rate (CTR)
• Conversion rate
• Cost per acquisition (CPA)
• Return on ad spend (ROAS)
• Time to conversion
• Assisted conversions

Klitsch emphasizes the importance of proper analytics setup:

“I dig in with clients on their analytics and their goal tracking and things like that. And oftentimes, we’ll go in and see that goals aren’t set up properly in Google Analytics, so it’s really hard to have that visibility.”

Regularly reviewing these metrics and adjusting your campaigns accordingly can optimize your remarketing strategy for maximum revenue growth.

8. Integrating Remarketing with Your Overall Marketing Strategy

While remarketing is a powerful tool, its potential is realized when integrated seamlessly with your overall marketing strategy. This integration ensures a consistent brand message and a smooth customer journey from initial awareness to final conversion.

Consider the following ways to integrate remarketing into your broader marketing efforts:

• Align remarketing messaging with your content marketing strategy
• Use remarketing to promote webinars, events, or other lead generation activities
• Coordinate remarketing campaigns with email marketing initiatives
• Leverage remarketing to support account-based marketing (ABM) efforts

1. Overcoming Common Challenges in B2B Remarketing

While remarketing can be highly effective, B2B marketers often face unique challenges when implementing these strategies. Some common obstacles include:

• Long sales cycles: B2B purchases often involve extended decision-making processes, requiring patience and persistence in remarketing efforts.
• Multiple decision-makers: Targeting and engaging various organizational stakeholders can be complex.
• Limited audience size: B2B markets may have smaller, more specialized audiences, making it crucial to maximize engagement with available prospects.

To overcome these challenges, focus on creating highly targeted, value-driven campaigns that address the specific needs and pain points of your B2B audience. Additionally, consider implementing account-based marketing (ABM) strategies to complement your remarketing efforts and engage key decision-makers within target organizations.

10. Future Trends in Remarketing Strategy

As technology and consumer behavior evolve, so will remarketing strategies. Some emerging trends to watch in the B2B remarketing space include:

• AI-powered personalization: Leveraging machine learning algorithms to deliver hyper-personalized ad experiences.
• Voice search optimization: Adapting remarketing strategies to accommodate the growing use of voice-activated devices.
• Privacy-focused targeting: Developing new approaches to audience targeting in light of increasing privacy regulations and phasing out third-party cookies.
• Augmented reality (AR) integration: Incorporating AR experiences into remarketing campaigns to provide immersive product demonstrations.

By staying ahead of these trends and continuously refining your remarketing strategy, you can position your B2B brand for sustained revenue growth in an increasingly competitive digital landscape.

Conclusion

A well-executed remarketing strategy has the power to drive significant revenue growth for B2B brands. By leveraging audience segmentation, personalized messaging, and cross-channel engagement, businesses can nurture leads more effectively and guide potential customers through the sales funnel with precision.

As Klitsch aptly says,

“No one buys anything because they saw an ad, especially in the business space. So there is a real need to build that relationship and create a conversation that your audience wants to engage with and that your audience finds valuable.”

By implementing the tactics and best practices outlined in this guide, B2B marketers can create remarketing campaigns that drive conversions, foster long-term customer relationships, and sustain business growth. Remember to continually test, analyze, and refine your remarketing strategy to stay ahead of the competition and maximize your marketing ROI.

Some topics we discussed include:

• Importance of Customer Communication: Understanding customers’ experiences and choices beyond just sales interactions.
• Feedback and Customer Insights: Implementing feedback loops to gain deeper insights into customer behavior and preferences.
• Role of Case Studies: Using customer conversations to create case studies and success stories for social proof.
• Remarketing Discussion: Viewing remarketing as part of a continuous, comprehensive customer journey.
• Empathy in Marketing: Recognizing and addressing the human aspects of potential customers in marketing strategies.
• Challenges in Demand Generation: Overcoming unrealistic expectations for immediate lead generation and nurturing long-term relationships.
• Effective Communication Between Marketing and Sales: Bridging gaps to enhance pipeline acceleration and conversion rates through informed strategies.
• Campaign Optimization and Analytics: Utilizing analytics to optimize remarketing campaigns for better engagement and conversion continuously.
• Audience Segmentation and Targeting: Identifying and segmenting different decision-makers and influencers using tools like LinkedIn.
• Account-Based Marketing (ABM): Implementing ABM strategies to target organizations with multiple decision-makers and creating tailored content for better engagement.
• And much, much more …

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Related links and resources

Connect with Amanda

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