In this blog article, you will get 3 Tipps on how to approach common challenges in B2B remarketing.
First of all, it is important to understand why B2B and B2C often require quite different approaches in terms of remarketing.
The simple remarketing logic used to target „shopping cart abandoners“ or „product viewers“, for example, cannot be implemented the same way in the B2B sector. In B2C, the funnel usually differentiates between „product viewers,“ „shopping cart abandoners,“ and „buyers“.
In B2B industries, this is also possible in theory, but potential B2B customers are usually in the research phase. A B2B customer will most likely first collect a list of different solutions to compare. He will much less likely make an impulse purchase than someone who is shown the last shoes they looked at again in the latest promotion.
That is why it usually requires several touchpoints until he finally ends up in the buying phase. Until then ideally, he comes across your offer a second or third time through your remarketing measures.
B2B remarketing towards the decision-maker
Your potential customer may have been tasked by their own supervisor to collect a wide variety of solutions for the problem they are trying to solve. Consequently, in the B2B sector, the users you reach with remarketing are often not the decision-makers themselves. Here, it is now up to you to thoughtfully offer the content of the remarketing strategy.
Tip 1: Tailor the content to the needs of the searchers. Advertising with scarcity elements such as „Only today!“ or a voucher, for example, does not always make sense in the B2B space.
Instead, choose content that once again highlights your company’s expertise in your field. Offer a content mix of expert articles (e.g. eBooks, whitepapers, or blog posts), and don’t just refer to landing pages that point to immediate contact, consultation arrangements, demos, and other promotions.
To ultimately convince the decision-maker in the chain as well, it is best to offer prepared content that can be communicated internally by the researcher to the decision-maker in the most convincing way possible.
Avoid private customers in your B2B remarketing campaigns
Another challenge in B2B is the search queries or keywords, which often hardly differ from those of B2C customers. This scattering loss can also be reduced with the help of B2B remarketing measures. In order to exclude private customers, one tries to lead B2B users who have already been in contact with the company back to one’s own company in a variety of ways.
Tip 2: Actively address B2B customers in ads. Phrases such as „for tradespeople“ or „best HR software for your HR department“ exclude private customers from the beginning. In remarketing campaigns, you then target B2B users with ad messages that are no longer relevant to B2C customers.
For example, you place banners to a blog post with the topic „Efficient HR & Recruiting Management“ on a selected website that deals with exactly this topic. In doing so, you should try to make the banner look as „native“ as possible, especially for selected placements.
Negative remarketing, i.e. excluding a wide variety of irrelevant users or target groups, can also be beneficial for this purpose.
You could test the exclusion of users who leave your website after a very short amount of time.
Put them right were they left
High click prices in the B2B environment are due, among other things, to the high competition that bids with you for the favor of the top positions. In addition, the lifetime value of B2B software customers is much higher than that of a customer purchasing a pair of shoes, which is why click prices in this area can be much higher.
Tip 3: Consider the decision stages of your potential customer. The preceding B2B remarketing measures should put users back on the right track in the decision-making process. If you pursue these consistently and successfully, this should also have a positive effect on the cost per acquisition.
I hope you found a little inspiration for your usecases in this article. I would be curious to hear about your experiences in B2B remarketing. What worked? What did not? Please write it in the comments!
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