ABM Tactics

How to Use Account-Based Retargeting for B2B Demand Generation?

What is Account-Based Retargeting?

Before we get into the details of how to use account-based retargeting for B2B demand generation, it’s important to clarify what account-based retargeting is. While most can understand the basic concept of retargeting, it can get a bit fuzzy when you start to layer in the account-based part. So first, let’s cover retargeting. Retargeting is a way to advertise to people who have previously interacted with your brand.

Understanding Account-Based Retargeting

Targeting specific accounts with retargeting ads is the crux of account-based retargeting. It truly amplifies personalized engagements by making sure that only users from selected companies see the ads. B2B advertisers now have the capability to personalize the ad experience even further by using this retargeting technique. And according to Demandbase, this method is being used by some very serious marketers: 92% of B2B marketers now say that account-based marketing (ABM) is a top priority for them.

Additionally, retargeting accounts improves the marketing returns (ROIs) and ensures effective use of ad dollars. Businesses that use retargeting in conjunction with an account-based marketing strategy are more likely to attract and convert high-value leads. They are also likely to see better engagement (and more conversions) due to the personalized If you want to reach more customers effectively, retargeting should be part of your strategy.

Key Benefits of Account-Based Retargeting

Executing account-based retargeting in your marketing enhances your efforts in many ways, such as:

Greater Engagement: Personalized advertisements resonate much more effectively with targeted viewers, which leads to considerably enhanced engagement rates.
Enhanced Conversion Rates: Organizations that use account-based targeting enjoy a marked increase in conversion rates compared to those employing more conventional methods.
This method enhances teamwork between marketing and sales staff, resulting in a coherent effort to achieve a common goal: to attract and win over new customers.
Furthermore, firms employing account-based retargeting observe, on average, a 25% boost in revenue. This uptrend can be traced to the precision and applicability of the focused advertisements that nudge users toward conversion.

How to Use Account-Based Retargeting for B2B Demand Generation?

To use account-based retargeting in B2B demand generation the right way, you must duly observe these steps:

Identify Your Target Accounts: Selecting the accounts you want to focus on is your first step. Use intent data, along with firmographics and past engagement metrics, to build your list of ideal customers.
Cultivate Personalized Advertisements: Tailor each ad to the account’s needs and weak spots. The content’s relevance is directly proportional to the increased chance of engagement. This piece of advice could come from HubSpot, a Google result, or the most recent Twitter feed.
Employ Numerous Avenues: Engage a range of marketing channels to convey advertisements, encompassing social media, email, and display networks. This approach of not putting all your eggs in one basket works wonders for brand visibility.
Watch Your Performance: Pay close attention to how your account-based retargeting campaigns are performing. Use analytical tools to see how well people are engaging with your campaign, how many of them are converting, and how well your campaign is doing overall return on investment (ROI) wise.

By taking these steps, you can ensure a systematic manner of going about account-based retargeting, which better generates demand for what you’re selling. HubSpot, for example, is a company that uses this strategy and has reaped the results—meaning, there’s a good likelihood you’ll be as successful using it as they have been.

Key Challenges in Account-Based Retargeting

Even though account-based retargeting has evident advantages, it can face some problems, such as:

Data Management: It can be complex to manage and analyze data when it’s spread across different channels and platforms.
In advertisement development, creativity is a must: ads must be crafted to be unique and engaging for the various accounts they serve. This is not only a job for creative people but also one that utilizes a good deal of creative resources.
Combining with Present Systems: For retargeting to be successful, it must mesh flawlessly with the present marketing and customer-relationship-management (CRM) systems. This is Integration 101.
Investing in strong tech solutions solves this problem. Marketers need technology that helps them manage data better and perform analytics more efficiently. And marketers need to work much more closely with sales. These are the principal means of overcoming the principal problem of insufficient data for effective decision-making.

Conclusion

To sum up, comprehending the use of account-based retargeting for B2B demand generation is a must for any organization seeking to enhance the effectiveness of its marketing. Engaging on a deeper level with what we now term “targeted accounts”—and doing so across multiple channels with personalized content—has shown promise for improving overall engagement and conversion rates. With account-based retargeting now a tool in the B2B marketer’s toolbox, we are moving into an era where even more personalized content and experiences become the norm.