The B2B Retargeting Strategy 90% of Companies Are Missing
If you've ever browsed an online store, left without buying, then found yourself seeing ads for that exact product on Facebook for the next week, you've experienced retargeting. It's that "How did they know?" moment that feels almost magical—but it's actually just smart marketing.
Yet despite retargeting being a cornerstone of e-commerce success, we've discovered something surprising: most B2B companies aren't using retargeting at all. And the ones that are? They're only scratching the surface of what's possible.
The B2B Retargeting Blind Spot
Here's the uncomfortable truth about B2B marketing: your prospects need to see your brand 8-12 times before they'll engage with you. That's not a suggestion—it's a psychological reality backed by decades of marketing research.
So how exactly are you planning to get in front of them 8-12 times? Hoping they'll organically stumble across your content? Crossing your fingers that your single LinkedIn ad will be the one that converts?
You need retargeting. Not as a nice-to-have, but as the foundation of your digital strategy.
What Most Companies Get Wrong About Retargeting
The majority of B2B companies that do implement retargeting make one critical mistake: they stop at lead generation.
Here's how it typically works:
Run ads to drive traffic to a white paper or webinar
Capture leads through a landing page
Turn off ads and hand prospects over to sales
Hope the sales team can close the deal
But think about what happens next. Your prospect downloads your white paper, gets added to an email sequence, and maybe receives a few calls from your sales team. Meanwhile, they're completely disappearing from your paid advertising efforts.
This is where the magic happens—and where most companies completely drop the ball.
The Power of Sales Pipeline Retargeting
The real opportunity lies in retargeting throughout your entire sales pipeline, not just at the top of the funnel.
Let's say someone downloads your white paper about "10 Ways to Improve Manufacturing Efficiency." Instead of stopping your ads there, you should be thinking: How can I use this information to move them to the next stage?
Now you know they're interested in manufacturing efficiency. Start showing them:
Case studies of how you've helped other manufacturers
Video testimonials from clients in similar situations
Content that demonstrates your expertise in solving those specific problems
Social proof that positions you as the go-to expert in this area
This isn't just about staying top-of-mind—it's about building confidence and trust while your sales team is working their magic behind the scenes.
The Psychology Behind the Strategy
When someone downloads your content, they're raising their hand and saying, "I have this problem." But downloading a white paper and actually scheduling a sales call? That's a big leap.
The middle of your funnel is all about proof. Prospects are asking themselves:
Do these people actually know what they're talking about?
Have they solved this problem before?
Can I trust them with my business?
Will my boss think I'm smart for bringing them in?
Retargeting gives you the perfect opportunity to answer these questions before your prospect even gets on a call with your sales team. You're not just staying visible—you're actively building the case for why they should work with you.
Beyond Lead Generation: The Full Customer Lifecycle
But here's where it gets really interesting. Smart B2B companies don't stop retargeting after the sale closes. They use it to increase customer lifetime value and reduce churn.
Think about it: if you have annual contracts, you can set up retargeting campaigns to start running three months before renewal time. Keep showcasing new features, success stories, and the value you're delivering. Create that "stickiness" that makes switching to a competitor feel risky and unnecessary.
This approach transforms retargeting from a customer acquisition cost into a customer retention strategy—and retention is always more profitable than acquisition.
The Technical Foundation: Getting Your Setup Right
None of this works without proper infrastructure. The key is connecting your CRM to your advertising platforms so you can create custom audiences based on where prospects are in your sales pipeline.
First, you need a clearly defined sales process. What are all the stages someone goes through from initial interest to closed deal? Common stages might include:
Downloaded content
Scheduled appointment
Had discovery call
Received proposal
Negotiating terms
Closed customer
Each of these stages becomes a custom audience in your advertising platforms. As soon as someone progresses from one stage to the next, they automatically move into the corresponding retargeting audience.
Then, set up different time-based segments within each audience:
1 day since last engagement
7 days since last engagement
30 days since last engagement
60+ days since last engagement
This allows you to vary your messaging based on how recently someone engaged with you. Someone who downloaded your white paper yesterday gets different messaging than someone who did it two months ago and has gone quiet.
The Message Differentiation Imperative
Here's another critical mistake we see: using the same messaging for retargeting that you use for prospecting.
Your prospecting ads are designed to generate awareness and interest. Your retargeting ads should be focused on moving people to the next stage of your funnel.
If someone downloaded your white paper about improving manufacturing efficiency, don't show them another ad about downloading a white paper. Show them:
"See how we helped ABC Manufacturing increase efficiency by 40%"
"Ready to see exactly how our process works? Book a demo"
"What our manufacturing clients say about working with us"
The messaging should acknowledge where they are in the journey and help them take the next logical step.
Why This Strategy Changes Everything
When implemented correctly, sales pipeline retargeting creates several powerful effects:
Shorter sales cycles: Instead of your sales team having to build credibility from scratch, prospects come to calls already convinced of your expertise.
Higher conversion rates: More prospects move from each stage to the next because they're seeing consistent reinforcement of your value proposition.
Reduced sales team workload: Your ads are doing some of the heavy lifting that would otherwise fall on your sales reps.
Better deal quality: Prospects who've been properly nurtured through retargeting tend to be more qualified and ready to buy.
Increased deal size: When prospects see extensive proof of your capabilities, they're more likely to opt for larger packages or longer contracts.
The Competitive Advantage Hiding in Plain Sight
The beautiful thing about this strategy is that most of your competitors aren't doing it. While they're fighting for attention with expensive prospecting campaigns, you're building relationships with people who already know who you are.
Retargeting costs are typically much lower than prospecting costs because you're advertising to warm audiences. But more importantly, the conversion rates are dramatically higher because you're not starting from zero with each interaction.
Think of it this way: would you rather have a conversation with a complete stranger about your services, or with someone who's already consumed your content, seen your case studies, and watched your testimonials? The latter conversation is going to go very differently.
Getting Started: Your Next Steps
If you're not currently doing retargeting, start with the basics:
Set up retargeting pixels on your website
Create audiences based on key pages (pricing, case studies, contact)
Run simple retargeting campaigns to these audiences
Test different messaging to see what resonates
If you're already doing basic retargeting, it's time to level up:
Audit your sales pipeline and define clear stages
Connect your CRM to your advertising platforms
Create custom audiences for each pipeline stage
Develop stage-specific messaging and creative
Set up time-based segments within each audience
The Bottom Line
B2B retargeting isn't just about staying top-of-mind—it's about strategically moving prospects through your sales funnel while building the trust and credibility needed to close deals.
Most companies are leaving money on the table by treating retargeting as an afterthought or limiting it to basic website visitors. The real opportunity lies in creating a comprehensive retargeting strategy that supports your entire customer lifecycle.
The prospects are already there. They've already shown interest in what you do. The question is: are you going to let them slip away, or are you going to stay in front of them with the right message at the right time?
Watch the full episode for additional insights on how often to update the creative in your digital advertising campaigns.
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This article is based on insights from the Click and Mortar podcast hosted by Mike Patterson and Dustin Trout, digital marketing experts focused on helping businesses maximize their advertising ROI.
