MVPD (Multichannel Video Programming Distributor)
by The MNTN Team
7 Min Read
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8 Min Read
Ready, set, buy! Most likely, that’s not how a customer is making purchase decisions, especially when buying products or services for their business. B2B customers may need more time to make a purchase. Retargeting for B2B businesses allows advertisers to keep their product or service top of mind and encourage viewers to purchase.
B2B retargeting is the tactic of targeting those who have already been exposed to a business, either by seeing a previous ad or visiting the brand’s website, to guide them down the B2B sales funnel.
It generally takes multiple exposures before a viewer chooses to purchase. Plus, B2B purchases are often even more involved as purchasing can require company sign-off or budget approvals. Retargeting ensures that the advertiser’s product or service isn’t forgotten about during the decision-making process and can provide valuable information to prospects to help them convert.
What is the difference between remarketing and retargeting? Remarketing and retargeting are often used interchangeably in digital marketing, but there’s a subtle difference.
Remarketing primarily involves re-engaging past customers through email campaigns to encourage repeat purchases or remind them of abandoned carts. Retargeting, on the other hand, focuses on serving ads to users who have visited a website or interacted with digital content but did not make a purchase, aiming to bring them back to the site.
A strategic B2B retargeting approach keeps your brand in front of high-intent prospects, guiding them toward conversion with precision and efficiency.
B2B retargeting re-engages decision-makers who have already shown interest, increasing the chances they take action. By serving tailored, data-driven ads, you can nudge prospects closer to a purchase and increase conversion rates.
The more a prospect sees your brand, the more likely they are to remember and trust you when it’s time to buy. Retargeting keeps your business top-of-mind, improves brand awareness, and ensures you’re the first choice when decisions are made.
Since you’re focusing on warm leads who have already interacted with your brand, retargeting delivers higher efficiency and stronger returns. Every dollar spent works harder, improving return on ad spend.
Retargeting leverages behavioral insights, firmographics, and engagement data to serve programmatic ads to the most relevant prospects. This precision targeting eliminates wasted impressions, ensuring your budget is spent on high-value opportunities.
By keeping prospects engaged with timely, relevant messaging, retargeting helps accelerate the B2B decision-making process. This shortens the sales cycle and moves potential customers from consideration to conversion more efficiently.
A strategic B2B retargeting approach keeps your brand in front of high-intent prospects, guiding them toward conversion with precision and efficiency.
This approach keeps your brand in front of potential B2B clients, nurturing leads and encouraging conversions through targeted and personalized reminders.
There are two main types of retargeting in B2B performance marketing: list-based retargeting and pixel-based retargeting.
To run pixel-based retargeting, a business must first place a pixel on its website. This pixel begins to create a targeting pool by tracking who visits the brand’s website and often additional marketing metrics, such as how long they were on the website and how many pages the user visited.
From there, the brand can use this list of potential customers to retarget. They can reach those same prospects at another time to remind them of their products or services and hopefully encourage them to purchase.
A sophisticated platform can get even more granular, allowing businesses to target based on how long a viewer was on the site or how many pages they visited.
A B2B brand may decide they only want to spend their limited budget retargeting those who spent more than a certain amount of time on their site, serving impressions to those who are highly engaged and more likely to purchase.
List-based retargeting is retargeting done from a specific list of users, typically based on email. This list is collected over time by the business and then uploaded to their advertising platform of choice. An example of this list may be users who attended the business’s most recent webinar or those who abandoned their cart without finishing a purchase. This tactic is much less common than pixel-based targeting.
And while there are many benefits of retargeting on Connected TV platforms, it is not just limited to the TV screen. Retargeting can run across screens and is available on many platforms including:
There are multiple strategies and retargeting best practices to make sure a business gets the best results possible.
For pixel-based retargeting, advertisers can get strategic and specific. They can create target audiences based on those who spent a certain amount of time on-site or who viewed multiple web pages. This ensures the retargeting campaign is reaching people who are truly interested rather than those who visited the website and determined the service is not for them or maybe even clicked on accident.
The benefits of retargeting can extend to previous customers as well. Advertisers can retarget past purchasers to remind them of their product or service, encourage repeat purchases and ultimately create loyal customers.
When retargeting, advertisers can speak more specifically to an audience they already know is interested. This can help focus ad messaging and creative to address a prospective client’s needs and makes it easier for them to decide to purchase.
Ensure that the landing pages linked from your retargeting ads are optimized for conversion, with clear calls-to-action (CTAs) and relevant content. This alignment between ad content and landing page experience is crucial for converting revisits into actionable outcomes.
Many studies have shown that people can tire of ads and stop paying attention when they have seen the same creative multiple times. Advertisers should look to refresh their creative to ensure this key audience pays attention. This is also a great time to test messaging strategies and audiences to see what drives the biggest ROAS.
Retargeting is essential for keeping your brand in front of high-intent B2B prospects—but why stop at display ads? MNTN Performance TV brings retargeting to Connected TV, allowing you to re-engage decision-makers with premium, full-screen streaming TV ads that drive real results.
With MNTN, you get:
The benefits of retargeting for B2B businesses make it an essential part of advertisers’ campaigns. The repeat messaging reminds decision-makers of the product or service and drives additional purchases that might not occur without the nudge. B2B businesses should look to optimize their retargeting strategies and include the next generation in TV advertising for more efficient conversions.
Discover how Performance TV delivers revenue, conversions and more through the power of Connected TV. Request a demo today to speak to an expert.