B2B retargeting is showing ads to companies (not just individuals) who have visited your website. When an employee from Acme Corp visits your site, their company gets added to a retargeting list, and ads follow across LinkedIn, Google, and display networks. By the time multiple people from Acme see your ads, momentum builds.

How B2B Retargeting Works

B2B retargeting requires company identification. Platforms like Demandbase, Terminus, and 6sense use IP intelligence to identify visiting companies. LinkedIn can target companies directly, Google Display retargets via cookies, and programmatic platforms target by company ID. Ads follow accounts across channels.

Frequency and creative matter. Retargeting works best with 3-7 impressions. A sequence of messaging-social proof, comparison, CTA-converts better than generic repeated ads.

Why It Matters for B2B Marketing

Retargeting keeps prospects top-of-mind for 60-90 days (when B2B decisions happen). Cost per impression is 70% cheaper than acquisition ads, with typical ROI of 3:1 to 5:1. Account-based retargeting reaches the entire buying committee, not just the individual visitor.

B2B Retargeting vs. Demand Generation

Demand gen creates cold awareness (1-2% CTR, requires scale). Retargeting builds warm urgency (5-10% CTR, works with modest budgets).

FAQ

Q: How much budget for B2B retargeting? A: 20-30% of ad budget if you have 500+ weekly visitors. Start with $2K/month if CAC is $1K+.

Q: How long should prospects stay in a retargeting audience? A: 60-90 days standard. Remove inactive prospects; reset timer if they engage.

Q: Can I retarget by page visited? A: Yes. Segment by pricing page (high intent), blog (awareness), case study (consideration). Serve different creative to each.

Q: Does IP-based retargeting work for all companies? A: Best for mid-market and enterprise. SMBs with remote workers are harder to identify by IP. Combine IP + cookie-based retargeting.

Q: What creative converts best? A: Social proof and competitor comparisons outperform product demos. Prospects evaluate, not learn.