What is Remarketing
Remarketing (sometimes also known as retargeting) is a digital strategy in which you display personalised adverts to users who have already visited your website or interacted with your content but have not completed a conversion action (e.g. filled in a form, downloaded a document, or requested a quote).
The most common types of remarketing:
- Standard web remarketing – adverts shown to visitors of specific pages (e.g. pricing, demo).
- Dynamic remarketing – displaying specific products or services that the visitor was interested in.
- Email contact remarketing – retargeting users who opened an email but did not click.
- Social media remarketing – LinkedIn, Facebook, Instagram.
- ABM remarketing – targeting based on accounts or firmographic data.
Tools: Google Ads, LinkedIn Ads, Sklik, Meta Ads, Adform, RTB platforms.
Why is remarketing important for B2B companies
- Long decision-making cycles
In B2B, the purchasing process can take weeks or even months – remarketing helps keep the brand top of mind. - Reach a familiar audience again
These people already know you – remarketing reminds them of a benefit, a case study or a call to action. - Increases campaign ROI
Remarketing often has a lower CPC and higher CTR than campaigns targeting a cold audience. - Support for the sales funnel and upselling
You can also target existing customers – for example, with an offer for a higher-tier plan or a new product. - Use of firmographic data (ABM)
On LinkedIn, you can combine retargeting with targeting specific companies or roles.
Practical applications and examples
- Remarketing to pricing page visitors
Visitors to the pricing page see a banner with the call-to-action “Calculate your ROI in 60 seconds” → CTR 2.3%, conversion rate 11%. - Post-webinar remarketing
Webinar participants are shown a video featuring an excerpt from a case study. 35% of clicks lead to the enquiry form. - Email × remarketing
Contacts who opened the newsletter but did not click the CTA → are shown banners with an additional call to action. - ABM remarketing
Users from target companies who visited the microsite are retargeted with personalised banners (company name, specific benefit). - Retargeting on LinkedIn
Decision-makers who clicked on the whitepaper are targeted with an advert for a consultation with their industry specialist.
5 tips for effective B2B remarketing
- Segment your audience by funnel stage
Different adverts for blog visitors, different ones for price list visitors. - Limit frequency and set capping
Don’t be annoying – monitor display frequency and limit repetition. - Use A/B testing for creatives
Test different texts, visuals and CTAs – even with a familiar audience, optimisation is needed. - Focus on the quality of the landing page
It’s not just about the ad – the page the lead lands on must be relevant and functional. - Integrate with other channels
Remarketing works best as part of a multi-channel strategy (email, social media, phone calls).
Related terms
- Marketing Funnel – remarketing targets different stages of the funnel
- Marketing Automation – can trigger remarketing based on activity
- Account-Based Marketing (ABM) – remarketing is one of the main tools of ABM
Further resources
Summary
Remarketing is one of the most effective tools for converting visitors into customers in B2B. It allows you to reach decision-makers at the right time, with a relevant message, and keep your brand in their field of vision throughout the decision-making process. Would you like to set up smart remarketing that will start generating leads from traffic you’ve already invested in? Please don’t hesitate to contact us.