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Research: B2B Marketers Are Ramping Up Retargeting Strategies
Kim Ann Zimmermann / Demand Generation / January 15, 2014
The practice of ad retargeting — displaying targeted messages to visitors who have left your site when they view other sites — has been a page in B2C marketers’ playbooks for quite a while. Today, however, B2B marketers are embracing retargeting even more warmly, and for good reason: It is a cost-effective way to keep your brand in front of B2B decision makers during what is typically a long buying cycle.
The average click-through rate online for display ads is .07%, while the average click-through rate (CTR) for retargeted ads is about 0.7%, according to research from Criteo, a company that specializes in performance display advertising. Criteo studies also found that visitors who are retargeted with display ads are 70% more likely to convert than those who are not retargeted.
“As a B2B marketer, we are a big fan of retargeting,” Rob Begg, VP of Marketing for Introhive, a developer of social selling applications, told Demand Gen Report. “It is really is a nice and cost-effective way to keep prospects warm during the longer B2B buying cycle.”