What is Remarketing/Retargeting?
Remarketing or retargeting is the practice of showing tailored ads to people who have already interacted with your brand or site.
Why is Retargeting effective in B2B and SaaS?
Buying cycles are long; retargeting keeps your brand visible and nudges prospects back to key content and CTAs over time.
What audience segments are common in Retargeting?
Segments include site visitors, specific page visitors, existing customers, and engaged prospects from CRM lists.
How should Retargeting creatives differ from prospecting creatives?
Retargeting can assume awareness and focus on deeper value, proof, or next steps, rather than broad introductions.
Which platforms are often used for Retargeting?
Display networks, social platforms like LinkedIn and Meta, and sometimes search remarketing lists are used.
How is Retargeting performance measured?
Metrics include click-through rate, conversion rate, cost per conversion, and incremental lift compared with non-retargeted audiences.
What is frequency capping and why is it important?
Frequency capping limits how often ads are shown to the same person, preventing fatigue and negative brand perception.
How can Retargeting support account-based marketing?
ABM retargeting focuses on specific accounts and roles, serving content tailored to their context and stage.
How should Retargeting be aligned with the funnel?
Different segments and messages should map to awareness, consideration, and decision stages to stay relevant.
What are common Retargeting pitfalls to avoid?
Over-targeting, stale creatives, irrelevant messaging, and ignoring exclusions (like existing customers for acquisition offers).
