Tips to Use Remarketing for B2B Lead Generation

Tips to Use Remarketing

Remarketing is one of the most important tools to maximize the return on your marketing campaigns.

This little feature can work wonders for the B2B sales cycle. Since the sales cycle is longer, the B2B buyers sometimes need additional elements to trust your brand.

In this article, we are going to show you ten ways through which you can use remarketing for B2B lead generation.

1) Create Remarketing List for Every Stage of Sales Funnel

The crucial element of any successful B2B marketing campaign is they have a well-thought sales funnel. This allows you to segment the audience based on where you find them in the sales funnel.

With this kind of strategy in place, you can remarket the audience based on the stage where they exit your funnel. The only difference is that this campaign is designed specifically for users who exited your funnel.

So you are going to create remarketing list for each stage of the sales funnel and try to convert them into leads or push them further down the sales funnel.

2) Create Different Landing Pages for Remarketing Campaigns

The whole point of creating remarketing campaigns is to test different ideas. So you need to create a separate landing page that is different than your previous one.

You can’t send them on the same landing page. Your original offer didn’t work the first time around, so probably it won’t work even this time.

So now you create a highly crafted landing page, with specific offers to boost the trust of your B2B user. Even here, remarketing campaign for each stage of the sales funnel should have a different landing page.

3) Utilize Email Subscribers

You might think the user counts ad leads once they submit their email ids, but that’s not true. They may have signed up to receive free content but they are not yet ready to buy your product.

To maximize the efforts of your email campaign, you might want to create a remarketing list out of your email subscribers. The list might contain people who’ve subscribed to your webinar, joined your newsletter, signed up for your webinar but didn’t show up, etc. 

This helps you sell your product faster as people already know your brand and it’s easier to create trust.

4) Reach New Prospects with Lookalike Audience

Google, Facebook, LinkedIn all allow this feature where you can upload your remarketing list and it also targets the audience that attributes similar behavior.

s this feature involves providing email Ids to google/Facebook, you need to follow strict GDPR rules. 

But this is the best way to reach a new audience who might become your customers.

Most B2B paid marketers use this tactic to improve their reach and convert prospects into leads. Millions of users using these platforms have similar behavior to your prospects, this way you can tap into it and improve your chances of gaining quality leads.

5) Use Multi-step Forms to Improve the Quality of your B2B Leads

For B2B marketing campaigns, Quality is of top priority. Since the sales cycle is long, you don’t want to spend time on the wrong prospects. 

By using conditional logic you can significantly improve the quality of your leads. You can ask questions like their annual budget, number of employees, their role in the company and analyze what type of prospects you are attracting. Later, when you use this list for remarketing campaign, you can filter out the low-quality leads and only target your ideal prospects.

This also allows you to create more relevant follow-up messages after the first interaction.

6) Moving your Remarketing List Down the Sales Funnel

We’ve already looked at using the remarketing list to retarget the customers from your sales funnel. Now you can create a separate funnel of remarketing customers and make them move down the funnel. You can plan the journey and see what made customers exit the first time and provide answers to their objections

To do this you’ll want to create action-based rules that move the user from one remarketing list to another. Using automation will really help you communicate with your customers before they lose interest.

If a user is abandoning their shopping cart, you can automatically add them to your cart abandonment list and encourage them to make the final purchase.

7) Post-Purcashing Marketing

It costs more advertising dollars to acquire a new customer than to sell to an existing customer. You’ve already invested time and money to acquire customers, so it makes sense to keep delighting them with new offers and maximize your ROI.

Don’t make the mistake of thinking that your job is done once a lead pays up for your services. Retarget them with ad campaigns to keep them engage with your brand.

You need to have a solid understanding of your customers to pull this off. You need to anticipate their needs and suggest services accordingly. Don’t focus on selling every product, try to create an experience that your audience enjoys. 

8) Content Marketing

This is one of the most overlooked parts of the B2B remarketing strategy.

The key here is segmenting the audience based on where they exit your sales funnel and creating content to re-target and re-engage the audience. The segmented audience helps you with creating content that solves their problem.

9) Limited Offer Campaigns

When your ad campaigns are not converting at the first opportunity, there are primarily two reasons: 1) You don’t have a relevant offer 2) There is something preventing the users from converting.

When this happens you need to go back to the basics and analyze your funnel. If the users were already in your sales funnel, you don’t need extra time to convince them. You need to just nudge them with relevant offers.

That’s where limited-time deals can help you. The fear of losing out on a great deal will make your prospects buy the product immediately.

10) Keep your Remarketing Campaign GDPR Compliant

You don’t want the regulations to come between your well-thought remarketing campaigns. Especially in the B2B market, where the products are tilted on the costlier side.

So any time you collect user data, you need to be GDPR compliant.

When it comes to remarketing, you need to pay attention to how you obtain their consent on how you collect their information.


Remarketing has so much more potential than just inviting back to your website. Implement these strategies in your B2B marketing campaign and you’ll be able to collect good quality leads.

Integrate this strategy with your other paid advertising campaigns and see how they can really do.