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R
Retargeting
Definition
Retargeting is a digital advertising strategy that re-engages prospects who previously interacted with your brand (e.g., visited your website, or downloaded a resource) but didn’t convert. For B2B businesses, it focuses on nurturing leads with personalized ads to guide them back into the sales funnel.
Expanded Explanation
Retargeting works by placing cookies or pixels on visitors’ browsers, allowing you to serve targeted ads later. Key types include:
Site Retargeting: Targets users who browsed specific pages (e.g., pricing, blogs).
Email Retargeting: Serves ads to prospects who opened emails but didn’t click.
List-Based Retargeting: Targets uploaded contact lists (e.g., webinar attendees).
For B2B SaaS/CaaS businesses, retargeting is critical because decision-makers often require multiple touchpoints before committing. Platforms like Google Ads, LinkedIn, and Facebook enable precise audience segmentation, ensuring ads address prospects’ specific pain points (e.g., “Still Deciding? See How [Product] Solves [Problem]”).
Practical Application for B2B SaaS/CaaS
Retargeting works by placing cookies or pixels on visitors’ browsers, allowing you to serve targeted ads later. Key types include:
Site Retargeting: Targets users who browsed specific pages (e.g., pricing, blogs).
Email Retargeting: Serves ads to prospects who opened emails but didn’t click.
List-Based Retargeting: Targets uploaded contact lists (e.g., webinar attendees).
For B2B SaaS/CaaS businesses, retargeting is critical because decision-makers often require multiple touchpoints before committing. Platforms like Google Ads, LinkedIn, and Facebook enable precise audience segmentation, ensuring ads address prospects’ specific pain points (e.g., “Still Deciding? See How [Product] Solves [Problem]”).
Example
Scenario: An ERP SaaS for SMEs retargets visitors who explored pricing pages but didn’t trial:
Ad Creative: “Struggling with Inventory Costs? Our ERP Reduces Waste by 30%—Start Your Free Trial.”
Platform: Google Display Network and LinkedIn Ads.
Audience: CFOs and operations managers at manufacturing SMEs.
Result: Retargeted leads convert at 3x the rate of cold traffic, with a 25% lower Cost per Acquisition (CPA).