This document discusses common mistakes companies make with B2B remarketing and how to avoid them. It identifies the top 5 remarketing mistakes as: 1) Not expanding remarketing lists to increase reach, 2) Using weak segmentation that doesn't leverage available data, 3) Wasting ad spend on visitors unlikely to convert, 4) Not tailoring messaging strategically based on user progress in the funnel, and 5) Not understanding audience size limitations on different platforms. It provides tips on how to address each mistake, such as expanding lists using search remarketing, leveraging CRM and website data for segmentation, excluding negative signals, taking a sequential approach to messaging, and knowing minimum audience sizes.

1. B2B Remarketing
Mistakes
(and how to avoid them)
Andrew Breen

2. We drive
pipeline
for B2B
companies
Advertising
Analytics
Automation

3. 1-4%
Convert
Visit
Conversion Rate

4. Opportunity
Lead
Won
5.4
People

5. 10.4
Sources

6. Days
102
0 30 60 90

7. 2X ROAS

8. 1. Not Expanding Reach
2. Segmentation
3. Spending on visitors that won’t convert
4. Same messaging throughout funnel
5. Not knowing the numbers

9. Remarketing Mistake #1
Not expanding reach

12. Internet Facebook
3.7B 1.9B

14. Remarketing Lists
for Search Ads
“improve sales”
Has never visited
your site
No ad shown
“improve sales”
Has visited
your site
Show ad

15. Remarketing Lists For Search Ads
Average CPA decrease
for conversions from
RLSA users vs. entire
campaign
Average increase in
conversions for advertisers
that use RLSA vs. advertisers
that do not use RLSA
-53% +10%

16. Remarketing Audience
of Converters
Machine
Learning
Expanded
Reach

17. 49%
Click Increase
Responsive Display Ads

18. Remarketing Mistake #2
Weak segmentation

19. Remarketing list
Home viewers
All homepage
viewers
Create a rule that states that the
URL = /home
Create a rule that states that the
URL = /financial-services
Create a rule that states that the
URL = /resources/
Industry page
viewers
Breakdown by
Industry Page
Blog Viewers
All content
viewers
What it includes How to create

20. Better Remarketing Segmentation
· CRM Data
· Data Enrichment
· Website Signals

21. Data Enrichment
∙ Industry
∙ Sub-Industry
∙ Employee Range
∙ Revenue Range
∙ Tech Stack

23. Segment Audiences Using CRM Data
Buying Role:
· End User
· Technical Champion
· Decision Maker
· Executive Sponsor

24. Remarketing Mistake #3
Wasting ad budget on
the wrong visitors

25. Improvement in ROAS
Exclude /careers/ page visitors
19.4%

26. Potential Negative Match Signals
∙ Careers Page
∙ Investment Section
∙ Logged In
∙ Company Size
∙ Industry

27. Remarketing Mistake #4
Not being sequentially
strategic

28. Gated Asset
· Ebook
· White Paper
· Webinar
Demo Request
· Contact Us
· Request Proposal
· Book Demo
Branding
· Testimonials
· Branding
· Case Studies

29. 15.2%
23.7%
30.3%
38.4%

30. Remarketing Mistake #5
Not knowing the
numbers

31. Video, Social, Banner

32. Video, Social, Banner

33. Minimum Audience Sizes
Google Search
Twitter
Facebook
LinkedIn
Google Display
1000
500 300
20 100

34. Recap
1. Cast a wider net
2. Use all the data at hand
3. Stop spending on visitors that won’t
become customers

35. 4. Change your message as users move
along funnel
5. Understand audience size limitations
Recap

36. Questions?
andrew@outshine.com