The Secret Ingredient Your ABM Needs to Get the Most Out of Retargeting

Ssssh, we’re going to let you in on a secret. Success in account-based marketing (ABM) means tapping into the potential of retargeting, and there’s one way to ensure you’re taking the most strategic approach - account-based retargeting.

While retargeting can boost conversations by as much as 34%, it’s widely known that practices that work well for B2C customers don’t translate for B2B clients. This isn’t surprising when you consider B2C are individuals and B2B is more likely to be a company made up of a group of people.

Just as you tailor other elements of your strategy to suit your audience, you must also adapt retargeting to get the best results. This will allow you access to the real decision makers to drive conversions. But how does it work?

A single account for everyone who works at a firm

Instead of retargeting individuals that have already visited your site, account-based retargeting includes all employees within a company under the umbrella of a single account. By applying filters to this data, such as job titles or other key indicators, you can identify the principal decision makers and target them to ensure your products or services are at the forefront of their mind.

In B2B, accounts come first

Account-based retargeting will seamlessly fit in with other operations in your company, including ABM and account-based selling, because all of these processes put accounts at the center of their processes. It will facilitate a close working relationship between your sales and marketing teams, and enable you to leverage automation tools to make tasks more efficient.

Direct mail personalization

It’s easy to overlook direct mail marketing in the digital age, but they can make up an important part of your campaign. Despite direct mail having a similar response rate to email marketing, the value of purchases as a result of such campaigns has been found to be significantly larger. Physical mail has the ability to stand out in a world where key decision makers are getting vast quantities of email every day, but only if it’s properly personalized.

Offers tailored to specific roles

Segmenting your retargeting audience into specific roles is only effective if you then develop offers that will appeal to each persona. While it’s easy to become distracted by the individual industries involved, the focus should be on the pain points associated with the roles for the best chance of achieving conversions.

Transform IP addresses into company names

Using a reverse IP lookup service combined with a database allows marketers to identify companies based on the IP addresses of website visitors. This helps you convert individual users into wider accounts for retargeting purposes, offering an extra layer of information to your list of those who have visited your website.

Make retargeting dynamic

Keeping the stream of prospects dynamic by updating and refreshing it through enrichment data will improve matching rates and create new audiences for your ads. Integrating your retargeting list with ad platforms will help to attract relevant prospects that are more likely to convert. These platforms will also increase the urgency in the tone of their ad copy as time goes on, if you’ve selected the dynamic retargeting option.

Nurture your account-based ads

Updating your audience in real-time as accounts make their way through the buyer cycle has a number of applications. Firstly, you don’t want to waste ad spend on a prospect that’s already converted, or present them with multiple offers, as this can be confusing and lead them away from your business. Secondly, accelerating the pipeline for those close to conversion by saturating decision makers with ads can be effective with a small, high-value audience.

Benefits of account-based retargeting

The main reasons you should engage in account-based retargeting are:

• To cut spending on retargeting, as you’re only speaking to those who may actually convert
• To deliver industry-specific messaging without the fear of alienating anyone
• To direct different departments from the same account to relevant content
• To implement a retargeting strategy that is actually effective