Retargeting: the key to effective brand reminders in B2B

What is Retargeting

Retargeting is a digital advertising technique that allows you to reach out again to users who have already interacted with your brand but have not yet taken the desired action (e.g. filled in a form, requested a quote, or viewed a pricing page).

How retargeting works:

When a user visits a website, a cookie or identifier is stored in their browser.
The user leaves the website, but continues to see personalised adverts (Google, Seznam, LinkedIn, Meta).
The aim is to remind them of the brand and bring the visitor back to the website or to the next stage of the funnel.

Retargeting can also be used outside the website – e.g. for people who opened an email, interacted with a social media post or attended a specific event.

Why retargeting is important for B2B companies

It increases conversion rates
People who already know you are more likely to respond – retargeting is typically 2–3 times more effective than advertising to a cold audience.
Supports the decision-making process
In B2B, decisions are made by teams – retargeting helps keep the brand in the sights of all stakeholders.
Minimises missed opportunities
A user who viewed the price list but left can be retargeted with an advert featuring an ROI calculator and a CTA for a demo.
Increases campaign ROI
If you bring a visitor to the website for 50 CZK but they don’t convert – retargeting gives them another chance and increases the likelihood of conversion.
Works within both ABM and generic funnels
You can target specific accounts (companies) as well as roles or decision-making stages.

Practical use and examples

Retargeting visitors who have viewed the
price list Visitors who have viewed the price list are retargeted with a banner saying “Calculate your return on investment in 60 seconds”. CVR 14%.
LinkedIn retargeting for ABM campaigns
Decision-makers from the target company receive a video testimonial with a CTA for a consultation after visiting the microsite.
Combined email retargeting
A user who did not click on the call-to-action in the email is retargeted with an ad for the same content.
Webinar participant
retargeting After the webinar ends, participants receive a series of remarketing ads with a CTA for a demo or case study.
Personalised retargeting based on interest
Visitors to the “Logistics” page see adverts featuring a case study in the logistics sector, whilst those interested in “IT security” see different content.

5 tips for effective retargeting in B2B

Segment by behaviour
A visit to the blog ≠ a visit to the price list – each stage requires a different ad.
Limit frequency
Ideally, a maximum of 3–5 impressions per day; otherwise, you risk the “annoying brand” effect.
Use creativity according to the funnel
stage: TOFU = brand video, BOFU = proof of value, CTA to action.
Use lookalike or similar audiences
In addition to retargeting, you can also target similar audiences with a higher likelihood of conversion.
Test different CTAs and visuals
A/B tests in retargeting often reveal significant differences in performance.

Related terms

Remarketing – often a synonym for retargeting (sometimes used specifically for Google Ads)
Marketing Automation – retargeting can be triggered from email or CRM tools
Buyer Journey – retargeting targets different stages of the purchasing process

Further resources

Summary

Retargeting is a subtle yet extremely powerful tool for B2B marketing. It helps you stay present at every stage of the decision-making process and maximise the value from visitors you’ve already invested in. If you want to set up effective B2B retargeting that turns interest into business, please don’t hesitate to contact us.