B2B Retargeting - Benefits & Pitfalls

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This slideshare presentation discusses the benefits and pitfalls of B2B Retargeting as well as the different types of Retargeting.

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B2B Retargeting - Benefits & Pitfalls

  1. 1. B2B Retargeting Benefits & Pitfalls of B2B Retargeting Christopher Ryan info@fusionmarketingpartners.com
  2. 2. Retargeting Old Contacts Our previous Slideshare presentation discussed the topic of retargeting those on your current contact list.
  3. 3. Retargeting Old Contacts Our previous Slideshare discussed the topic of retargeting those on your current contact list There is another type of retargeting that is equally important: non-respondent retargeting
  4. 4. Non-respondent Retargeting Non-respondent retargeting: Retargeting those who have never opted-in to an offer (blog, white paper, etc.) from your company.
  5. 5. Example: You sell Business Accounting Software Non-respondent Retargeting
  6. 6. Example: You sell Business Accounting Software Non-respondent Retargeting You can aim specific and targeted messages to potential customers
  7. 7. Potential customers include those who: Potential Customers
  8. 8. Potential customers include those who: – Have searched on keywords related to accounting software Potential Customers
  9. 9. Potential customers include those who: – Have searched on keywords related to accounting software – Are visiting websites related to accounting software, including: Potential Customers
  10. 10. Potential customers include those who: – Have searched on keywords related to accounting software – Are visiting websites related to accounting software including: Potential Customers • Your website
  11. 11. Potential customers include those who: – Have searched on keywords related to accounting software – Are visiting websites related to accounting software including: Potential Customers • Your website • Competitors’ websites
  12. 12. Potential customers include those who: – Have searched on keywords related to accounting software – Are visiting websites related to accounting software including: Potential Customers • Your website • Competitor’s website • Industry websites
  13. 13. Potential customers include those who: – Have searched on keywords related to accounting software – Are visiting websites related to accounting software including: Potential Customers • Your website • Competitor’s website • Industry websites • Product comparison websites
  14. 14. Potential customers include those who: – Have searched on keywords related to accounting software – Are visiting websites related to accounting software including: – Have posted or read social media content that is related to accounting software Potential Customers • Your website • Competitor’s website • Industry websites • Product comparison websites
  15. 15. Ad Retargeting: Online ads are served up to individuals based on prior web activity (searched keywords, websites visited, etc.) – tracked by cookies Ad vs. Social Retargeting
  16. 16. Social Retargeting: When a prospect clicks on one of your social media links a cookie is created – then targeted display ads are presented when they are online in the future Ad vs. Social Retargeting
  17. 17. Social Retargeting: The link can either be to your own content or to relevant third-party content – the prospect sees your ads regardless of whether they have ever registered for one of your offers Ad vs. Social Retargeting
  18. 18. 1. Reach prospects at their next online destination Benefits of Retargeting
  19. 19. 1. Reach prospects at their next online destination 2. Extend impressions and continue the dialogue with prospects Benefits of Retargeting
  20. 20. 1. Reach prospects at their next online destination 2. Extend impressions and continue the dialogue with prospects 3. Target by past behavior and propensity to purchase Benefits of Retargeting
  21. 21. 1. Reach prospects at their next online destination 2. Extend impressions and continue the dialogue with prospects 3. Target by past behavior and propensity to purchase 4. Increase brand awareness Benefits of Retargeting
  22. 22. 5. Shorten the sales cycle through relevant education Benefits of Retargeting
  23. 23. 5. Shorten the sales cycle through relevant education 6. Complement other marketing campaigns Benefits of Retargeting
  24. 24. 5. Shorten the sales cycle through relevant education 6. Complement other marketing campaigns 7. Target your competitors’ prospects and customers Benefits of Retargeting
  25. 25. 1. Wasting a lot of money if you target poorly Pitfalls of Retargeting
  26. 26. 1. Wasting a lot of money if you target poorly 2. Annoying prospects with too many “in your face” messages Pitfalls of Retargeting
  27. 27. 1. Wasting a lot of money if you target poorly 2. Annoying prospects with too many “in your face” messages 3. Invading privacy by too precisely tracking your prospects online behavior Pitfalls of Retargeting
  28. 28. 1. Wasting a lot of money if you target poorly 2. Annoying prospects with too many “in your face” messages 3. Invading privacy by too precisely tracking your prospects online behavior 4. Not capitalizing on your retargeting efforts because of weak offers and landing pages Pitfalls of Retargeting
  29. 29. Check Back! In subsequent presentations I will walk through specific media and methods you can use to retarget prospects
  30. 30. About Fusion Marketing Partners Christopher Ryan, CEO We Do This: Brand building/messaging Website optimization Content creation Lead generation You Get This: Much greater levels of awareness Higher quantities of qualified leads Ability to generate faster revenue Lots more information at: http://FusionMarketingPartners.com/ http://Greatb2BMarketing.com (blog) info@fusionmarketingpartners.com 719-357-6280

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