Remarketing transforms casual website visitors into qualified leads by keeping your business front of mind until prospects are ready to buy. For B2B companies, this strategy can boost conversion rates by up to 150% while significantly lowering acquisition costs.
At SendIQ, we’ve seen many businesses focus only on new leads while neglecting the 98% of website visitors who leave without converting. These remarketing plays help recapture those lost opportunities and turn them into revenue.
Why B2B Remarketing Works So Well
B2B sales cycles are long and complex. Prospects research, compare vendors, and involve multiple stakeholders before buying. Remarketing keeps your brand visible throughout this journey.
Because buyers need multiple touchpoints before they engage, remarketing ensures your message appears repeatedly across platforms, reinforcing credibility and nudging them toward action.
Play 1: Website Visitor Retargeting Campaigns
Set up campaigns that display tailored ads to visitors who landed on key pages. Someone exploring your pricing page should see different messaging than a homepage visitor.
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Use pixel tracking to segment audiences by pages visited, time on site, and engagement.
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Deploy dynamic remarketing to show the exact services or products they viewed, lifting click-through and conversion rates.
Play 2: Email List Remarketing Integration
Your email subscribers are already warm leads. Upload these lists into platforms like LinkedIn, Google, and Facebook to create remarketing audiences.
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Build lookalike audiences based on your best customers to find new high-potential prospects.
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Reinforce cold email or LinkedIn outreach by showing the same prospects your display ads, multiplying brand touchpoints.
Play 3: LinkedIn Professional Targeting
LinkedIn is the ideal remarketing channel for B2B because it reaches professionals in a work mindset.
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Use matched audiences to retarget website visitors on LinkedIn.
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Layer in filters like job titles, company size, and industry for precision targeting.
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Position ads alongside relevant industry content for natural, non-intrusive visibility.
This tactic is especially effective for high-value B2B services where multiple stakeholders are involved.
Play 4: Video Remarketing Sequences
Video cuts through noise more effectively than static ads. Develop short, engaging sequences tailored to buyer stages:
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Awareness stage: Educational videos tackling common challenges.
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Consideration stage: Explainer or demo content.
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Decision stage: Case studies, testimonials, or ROI proof points.
YouTube remarketing is powerful for retargeting website visitors with helpful video content, building trust and authority.
Play 5: Cross-Platform Retargeting Funnels
B2B buyers use multiple devices and platforms throughout their journey. Build integrated campaigns across LinkedIn, Google, and Facebook to stay top of mind everywhere.
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Align messaging across platforms, but adapt tone: LinkedIn ads may focus on executive benefits, while Google ads emphasise practical solutions.
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Track engagement across channels to uncover the winning sequence of touchpoints.
Play 6: Behavioural Trigger Campaigns
Automate campaigns that react to specific actions:
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Content downloads → send follow-up ads with deeper resources.
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Repeated contact page visits → serve urgency-driven offers.
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High intent behaviour (like pricing page visits) → present limited-time promotions.
Don’t forget negative remarketing: exclude converted customers from acquisition campaigns, but re-engage them with upsell or referral-focused ads.
Measuring Remarketing Success
Success isn’t just about immediate clicks. Track:
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View-through conversions (prospects influenced by ads but converting elsewhere).
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Frequency caps to avoid ad fatigue — more touchpoints help in B2B, but overexposure damages trust.
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Conversion quality to ensure remarketing delivers prospects likely to become long-term customers.
