How to do B2B remarketing on Facebook
Posted: Tue Dec 03, 2024 7:14 am
In this article we will see how to effectively do B2B remarketing on Facebook, discovering how to exploit the tools available to marketers to avoid wasting budget and maximize sales and retention results.
The funnel in the current context
As we all know by now we are in the era of information overload. We are constantly inundated with messages of every kind on every platform or tool that permeates our daily lives.
In the context of B2B lead generation this has some very clear impacts.
First of all, the funnel is getting longer and longer, we are distracted by the georgia phone number library multitude of choices and offers. A lead can stay in a purchasing journey from 3-4 months up to more than 12.
Furthermore, to pass the attention threshold, messages must be truly useful, contextualized and noteworthy, otherwise they will be ignored.
These facts are added to some peculiarities of the B2B world, one of which is the presence of multiple decision makers within the company.
If we consider that each of them is subjected to the information stress we have talked about, it goes without saying that the final decision will be increasingly difficult to reach in a short time.
So what to do? There are some strategies that can be of great help.
Remarketing
You probably know that remarketing is a very useful advertising strategy. It allows you to offer targeted advertising to users who have already shown interest in your content (for example, by visiting your site on pages that indicate an intent to purchase, such as demos, promotions, consultations, product pages, etc.).
Google defines it like this:
Remarketing is a way to connect with people who have previously interacted with your website or mobile app. It allows you to strategically place your ads in front of this audience as they browse Google or its partners' sites, helping you increase your brand awareness or remind that audience to make a purchase.
This is definitely a very smart technique to allocate part of your budget. In addition to Google Ads, Facebook is a very useful channel for remarketing (considering the affordable costs), so in this article we want to focus on it in particular.
However, remarketing brings with it some considerations to be made especially in the B2B context. There are in fact two main issues to examine.
Problem #1 : Traditional remarketing doesn’t guarantee you’ll only filter out companies.
If a user has visited a certain page, it has certainly shown some kind of purchase signal. But since it is precisely a "signal", it does not necessarily correspond to reality. How many times have you happened to wander around a website by chance, because you were curious or because you ended up on that company's blog but realized it wasn't for you?
From that point on, you were bombarded with ads for something you had no interest in because you were completely off target, right? Well, you certainly don’t want to spend your budget that way.
Problem #2 : Traditional remarketing doesn't guarantee you'll filter out specific companies within your target audience.
Classic remarketing targets all users who visit a website, without being able to distinguish B2B traffic by specific characteristics (product category, turnover range, geographic location, etc.).
The funnel in the current context
As we all know by now we are in the era of information overload. We are constantly inundated with messages of every kind on every platform or tool that permeates our daily lives.
In the context of B2B lead generation this has some very clear impacts.
First of all, the funnel is getting longer and longer, we are distracted by the georgia phone number library multitude of choices and offers. A lead can stay in a purchasing journey from 3-4 months up to more than 12.
Furthermore, to pass the attention threshold, messages must be truly useful, contextualized and noteworthy, otherwise they will be ignored.
These facts are added to some peculiarities of the B2B world, one of which is the presence of multiple decision makers within the company.
If we consider that each of them is subjected to the information stress we have talked about, it goes without saying that the final decision will be increasingly difficult to reach in a short time.
So what to do? There are some strategies that can be of great help.
Remarketing
You probably know that remarketing is a very useful advertising strategy. It allows you to offer targeted advertising to users who have already shown interest in your content (for example, by visiting your site on pages that indicate an intent to purchase, such as demos, promotions, consultations, product pages, etc.).
Google defines it like this:
Remarketing is a way to connect with people who have previously interacted with your website or mobile app. It allows you to strategically place your ads in front of this audience as they browse Google or its partners' sites, helping you increase your brand awareness or remind that audience to make a purchase.
This is definitely a very smart technique to allocate part of your budget. In addition to Google Ads, Facebook is a very useful channel for remarketing (considering the affordable costs), so in this article we want to focus on it in particular.
However, remarketing brings with it some considerations to be made especially in the B2B context. There are in fact two main issues to examine.
Problem #1 : Traditional remarketing doesn’t guarantee you’ll only filter out companies.
If a user has visited a certain page, it has certainly shown some kind of purchase signal. But since it is precisely a "signal", it does not necessarily correspond to reality. How many times have you happened to wander around a website by chance, because you were curious or because you ended up on that company's blog but realized it wasn't for you?
From that point on, you were bombarded with ads for something you had no interest in because you were completely off target, right? Well, you certainly don’t want to spend your budget that way.
Problem #2 : Traditional remarketing doesn't guarantee you'll filter out specific companies within your target audience.
Classic remarketing targets all users who visit a website, without being able to distinguish B2B traffic by specific characteristics (product category, turnover range, geographic location, etc.).