Amanda Berger
Have you ever had the situation where you were shopping online, and the item you were eyeballing started following you all over the internet?
Just to prove our point, we checked out a website we visit frequently, Athleta.com (don’t judge). Sure enough, an ad showed up for tights we had thrown into our Athleta shopping cart (but didn't buy) when we visited Yahoo.com
One of the greatest B2B reasons to do retargeting advertising is that you can target people by their email addresses. So if you have a list of targets from a data source and your sales reps are reaching out to them, it helps if the prospect has seen your logo and name via a retargeting ad before getting a cold email or phone call. And it is ridiculously cheap.
Orange Marketing eats its own dog food and we use retargeting ourselves on the AdRoll platform. We send less than $100 a month for this campaign.
What is B2B retargeting?
Retargeting campaigns remind your website visitors of your products and services after they leave your website without buying. Visiting specific pages allows you to retarget these prospects and show your visitors relevant visual or text ads when they visit other websites.
And, a clever integration between HubSpot and AdRoll makes your retargeting even more effective. Let us explain ...
When it comes to approaching ads, it’s important to tailor your messaging and mirror your existing funnel. By understanding where your prospect is in the buyer’s journey, you can create ads that will meet them wherever they may be in the funnel. By taking the simple step of segmenting your lists and making slight adjustments to ad copy, your prospects will have more meaningful interactions with your brand.
Display Ads and the Funnel
Being aware of a prospect's stage in the buyer's journey can help to deliver the right advertising message at the right time. To do this, you need to know where your prospects fall between awareness (Top of Funnel, or TOFU), consideration (Middle of Funnel, or MOFU), and action (Bottom of Funnel, or BOFU.)
AdRoll and Hubspot Integration
HubSpot’s integration with AdRoll allows you to sync specific HubSpot lists in AdRoll to push targeted ads to prospects in a specified stage of the funnel.
We commonly set up three lists for AdRoll, that can then be easily uploaded and synced to 3 corresponding campaigns as audiences within the AdRoll platform. Once synced, each list is automatically updated in AdRoll as the lists are updated in HubSpot.
- Lifecycle stage = Leads/subscriber: Top of the Funnel (TOFU)
- Lifecycle stage = MQL: Middle of the Funnel (MOFU)
- Lifecycle stage = SQLs/and or Opportunities: Bottom of the Funnel (BOFU)
With that, a best practice is to create offers for each lifecycle stage, along with separate creative that aligns with each offer. For example:
You will notice that reinventing the ad graphic for each audience is not necessary. The creative is all the same with the exception of the CTA.
As new content is created, make sure to create new ads and add them to your existing AdRoll campaigns. This comprehensive retargeting strategy provides “air cover” -keeping your brand top of mind to contacts that have already been introduced to your brand.
The hardest part of AdRoll frankly is the dozen or so ad formats you need to submit to ensure your ad is shown across every format known to man. We have that down to a science and want to share it with you. Here is an easy way to request various ads for AdRoll from a third-party or in-house graphic designer. Download the one-page form below! 