B2B retargeting involves applying and adapting basic retargeting methods to specific B2B environments. Unlike B2C, where the goal is to re-engage visitors who left a website without making a purchase, the B2B context has its own unique characteristics. In B2B, purchases often don’t materialize online, but rather through offline channels or after multiple interactions, especially if the website offers e-commerce functionality. Therefore, B2B retargeting focuses more on individuals who haven’t provided their contact information than on those who haven’t completed an online purchase.
B2B retargeting is distinguished by its use of visuals and messages focused on services or content, such as white papers, webinars, or services, rather than specific products. The primary objective is to encourage visitors to return to the website, identify themselves, and potentially integrate them into a lead management process. This practice lies at the intersection of retargeting and lead management.
In the B2B sector, retargeting can be considered a form of lead management, or even synonymous with it. Indeed, display retargeting aims to re-engage anonymous individuals who haven’t provided their contact information, integrating them into a lead management process where they will be identified. To differentiate these two approaches, B2B retargeting focuses on winning back anonymous visitors, while lead management aims to convert these visitors into identified leads.
In a B2B context where financial stakes are often higher, exploring other retargeting channels in addition to traditional digital display advertising can be justified, even if the cost per contact is higher.
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