B2B brands are spending millions of digital marketing dollars a year trying get their target audience to visit their websites and consume content – but how to do you ensure you’re getting the right content to the right people at the right companies at the right time?
Getting your prospects to your site is only half the battle – but most of them will stay invisible and never fill out a form.
For the last decade or so, both B2C and B2B brands have employed cookie-based retargeting as an effective way to generate leads and sales (and if your B2B brand is not taking advantage of cookie-based retargeting/remarketing, you should be).
You’ve all experienced cookie-based retargeting – you visit a brand’s website, and the site drops a cookie in your browser. If you leave that site without making an inquiry or download, the cookie signals programmatic display ad networks like Google Ads or AdRoll to ‘retarget’ you with ads for that business, everywhere you go. As the theory goes, you’ve already visited that brand’s site and therefore shown some interest in their products or services – “buyer intent,” or “propensity to buy” in advertising parlance. So, they retarget you with ads containing offers designed to entice you to return to their site and convert or close the deal.
In parallel, several years ago B2B brands started identifying the companies of their anonymous website visitors based on their IP address. This was helpful to B2B marketing and sales teams who were employing an account-based marketing approach. They could monitor the companies that visited their website and match those companies against target accounts. What usually followed was some combination of email or phone outreach to existing or newly-acquired contacts from those visiting companies.
The problem is: the actual visitors themselves are still anonymous. You could see what company they are from, but especially if you are targeting big enterprise accounts, finding the actual visitors themselves can be like searching for a needle in a haystack.
In addition, doing cold email and phone outreach to prospects is never a very effective way to get in touch with them, especially if you’re an emerging B2B brand that is still fighting for mind share among your target prospects. So how do you get your brand in front of target prospects without breaking the bank on spray-and-pray ads?
Consumer brand marketers can now identify and target individual households by IP address, but in the B2B realm, targeting companies by IP address means serving ads to every person in the company. This is not very efficient, and only slightly better than an old-school ‘spray-and-pray’ approach. You can serve ads to your target accounts, but the ad creative itself must be relatively generic. You can’t personalize your ads to specific job titles or departments who may be on the buying committee at your target accounts.
What if you could take that company IP address data you collect on your website and use it to ‘pretarget’ members of the buying committee at your target accounts?
It would work like this:
Combining pretargeting and retargeting makes the most of your scarce digital marketing budget while increasing engagement at your target accounts.
Want to learn more about how to use this approach in your B2B marketing efforts? Let me know – we’d love to help!
Set up a demo of the Metadata platform today.