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You're Being Followed: Retargeting's Role in B2B Marketing

You're Being Followed: Retargeting's Role in B2B Marketing

Have you visited a website, left it and then had that company’s ads follow you around the web? This is a marketing tactic known as retargeting (also referred to as remarketing). Retargeting allows you to continue to pursue a suspect or lead who visited your website without converting by displaying ads about content viewed as they continue to browse other websites.

Consider that your prospects may not be in the position to make a snap decision about your company. They’re looking into you and your services, but not making any purchasing decisions.  They are, however, going to continue using the internet after checking out your website or social media. While they’re taking their time and researching alternate solutions, your ad will be there. Keeping your brand on top of their mind when the time comes for a decision.

It is important that your retargeting ads have a clear, easy to follow call-to-action back to your website, that leads them to the valuable, relevant information promised by your CTA.

Three Types of Remarketing

  • Pixel-Based: This type of retargeting uses code hidden in your website that will drop a cookie. This cookie follows you around the internet and relays your browsing habits and information back to the person or company who plans to use the data to market to you. Pixel retargeting then uses any information about you to create banners and ads likely to persuade you to buy goods and services.
  • List-Based: With list-based retargeting, a company will compile a list of contacts they’d like to target, then uses a social platform to identify names on the list. Once the user’s information has been detected, a targeted ad will be generated.
  • Search-Based: When a user types a keyword into a search engine, a third-party attaches a cookie based on that search. Using campaign rules, ads can be targeted automatically if they fall within those parameters. This allows users who have never visited your website to see your banners and ads.

The Goals of Retargeting

When setting up a retargeting campaign, there are two basic goals. The first is to generate brand awareness. Building awareness is useful when you want to re-engage about a particular service, product or feature.

Secondly, you want to encourage engagement with your business. Ultimately with engagement you should be able to get conversion. Have a special ad offer or free resource call to action to encourage the visitor to reconsider and cycle back to your website landing page.

How Can B2B Benefit from Retargeting

Retargeting gives you the opportunity to have multiple touches. On average it can take 17 touches to convert a lead. Include in your marketing campaigns retargeting ads to help provide additional touch opportunities. Whether you get the suspect or lead to your website by business card, flyer, direct mail or email, a solid retargeting plan helps extend your brand recognition, helps build familiarity and ultimately trust. Seize the opportunity to make a second impression.


With a focused retargeting strategy to compliment consistent marketing campaigns positive results over time can be expected. Nothing happens overnight, like with most marketing endeavors, it does take a bit of patience and finessing to find the best retargeting strategies for your organization. Have you had any success with retargeting? Or are you not convinced of it’s worth? Sound off in the comments below.

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