The document discusses B2B retargeting, focusing on both old and non-respondent contacts, emphasizing strategies for targeting potential customers based on their online activity. Benefits include extending brand reach, improving dialogue with prospects, and increasing conversion rates, while pitfalls involve poor targeting, annoying ads, and privacy concerns. The author, Christopher Ryan from Fusion Marketing Partners, highlights the importance of effective retargeting techniques and the need for strong offers and landing pages.

1. B2B Retargeting
Benefits & Pitfalls of
B2B Retargeting
Christopher Ryan
info@fusionmarketingpartners.com

2. Retargeting Old Contacts
Our previous Slideshare presentation discussed
the topic of retargeting those on your current
contact list.

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. Non-respondent Retargeting
Non-respondent retargeting:
Retargeting those who have never opted-in
to an offer (blog, white paper, etc.) from
your company.

5. Example: You sell Business Accounting Software
Non-respondent Retargeting

6. Example: You sell Business Accounting Software
Non-respondent Retargeting
You can aim specific and
targeted messages to
potential customers

7. Potential customers include those who:
Potential Customers

8. Potential customers include those who:
– Have searched on keywords related to
accounting software
Potential Customers

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. 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. 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. 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. 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. 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. 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. 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. 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. 1. Reach prospects at their next online destination
Benefits of Retargeting

19. 1. Reach prospects at their next online destination
2. Extend impressions and continue the dialogue
with prospects
Benefits of Retargeting

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. 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. 5. Shorten the sales cycle through relevant
education
Benefits of Retargeting

23. 5. Shorten the sales cycle through relevant
education
6. Complement other marketing campaigns
Benefits of Retargeting

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. 1. Wasting a lot of money if you target poorly
Pitfalls of Retargeting

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. 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. 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. Check Back!
In subsequent presentations I will walk through
specific media and methods you can use to
retarget prospects

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