Retargeting marketing is an advertising strategy that serves ads specifically to people who have previously visited your website or app but left without converting. By tracking these visitors, you can display relevant ads for your products or services on other websites and social media platforms they browse. This approach is designed to remind potential customers of your brand and encourage them to return to complete a purchase or other desired action.
Retargeting boosts conversion rates by re-engaging users who have already shown interest in your brand. It keeps your business top-of-mind by displaying personalized ads as they browse other sites. This targeted approach often leads to a higher return on investment compared to broader advertising campaigns, making it a cost-effective strategy.
Effective retargeting goes beyond simply showing the same ad to every past visitor. A successful strategy involves segmenting your audience and personalizing your message to guide them back to your site. By tailoring your approach, you can significantly increase engagement and conversions.
While often used interchangeably, retargeting and remarketing employ different tactics to re-engage audiences.
Retargeting campaigns can be powerful, but they come with several potential hurdles to overcome.
A wide array of tools and platforms are available for retargeting, from native social media ad managers on Facebook and LinkedIn to specialized third-party services. These platforms help automate campaigns and provide detailed analytics to measure performance.
How is retargeting affected by privacy changes?
Privacy updates are shifting retargeting toward first-party data and contextual advertising. Advertisers must now focus on building their own audience lists and using privacy-safe methods to maintain campaign effectiveness and respect user consent.
Is retargeting effective for B2B marketing?
Yes, it's highly effective for B2B. It keeps your brand visible during long sales cycles by re-engaging decision-makers who have shown interest, such as visiting a pricing page or downloading a whitepaper, nurturing them through the funnel.
How do I measure the success of a retargeting campaign?
Measure success by tracking key metrics like conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). Also, consider view-through conversions to capture the full impact of your ads on user behavior.
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User-generated content (UGC) refers to any form of content, like images, videos, or text, created and shared by users on online platforms.
Webhooks are automated messages sent by an app when a specific event occurs. They push real-time data to another app's unique URL.
Application Performance Management (APM) monitors and manages an application's performance, availability, and the experience of its end-users.
Account-Based Everything (ABE) is a strategy aligning sales, marketing, and success teams to focus on a specific set of high-value accounts.
A Letter of Intent (LOI) is a document declaring the preliminary commitment of one party to do business with another, outlining the chief terms.
ABM orchestration aligns marketing and sales actions across channels to deliver seamless, personalized experiences to high-value accounts.
Accounts Payable (AP) is the money a company owes its suppliers for goods or services bought on credit. It's listed as a current liability.
Video selling uses personalized video messages to engage prospects, build rapport, and guide them through the sales funnel to close more deals.
Docker is a tool that packages applications and their dependencies into isolated environments called containers for easy deployment and scaling.
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Warm outbound is a sales strategy for contacting prospects who've shown interest in your brand through prior engagement, like website visits.
Sales objections are reasons or concerns raised by a potential customer as to why they are hesitant or unwilling to make a purchase.
A headless CMS is a back-end content repository that delivers content via API to any front-end, decoupling the content from its presentation layer.
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A Customer Data Platform (CDP) centralizes customer data from all sources to create a complete, unified profile for each individual customer.
SFDC stands for Salesforce Dot Com, a popular cloud-based CRM platform that helps companies manage their customer interactions and data.
Net new business is revenue from customers who have never purchased from your company before. It’s a crucial indicator of sustainable growth.
A sandbox is an isolated testing environment where new or untrusted code can be run safely without affecting the host device or network.
A sales funnel is a model illustrating the customer's journey from initial awareness to the final purchase, narrowing down leads at each stage.
De-duping, or data deduplication, is the process of eliminating duplicate copies of data within a dataset to improve accuracy and save space.
Consultative selling is an approach where salespeople act as expert advisors, diagnosing customer needs to provide the most suitable solutions.
Customer Acquisition Cost (CAC) is the total cost a business spends to gain a new customer. It includes all sales and marketing expenses.
Content Rights Management involves controlling the use and distribution of copyrighted digital media to protect intellectual property.
Programmatic display campaigns use automation to buy and sell digital ad space in real-time, targeting specific audiences across the web.
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Account-Based Selling is a B2B strategy where sales and marketing treat high-value accounts as markets of one, using personalized outreach.
Enterprise Resource Planning (ERP) is a system of integrated software that businesses use to manage and automate their core day-to-day processes.
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Demand is the economic principle describing a consumer's desire and willingness to purchase a specific good or service at a particular price.
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Product-Led Growth (PLG) is a business strategy where the product itself drives user acquisition, conversion, and expansion.
Competitive analysis means identifying your rivals and assessing their strategies to pinpoint your own business's strengths and weaknesses.
SEO, or Search Engine Optimization, is increasing the quantity and quality of traffic to your website through organic search results.
Lead generation is the process of identifying and cultivating potential customers for a business's products or services.
Progressive Web Apps (PWAs) are websites that look and feel like native mobile apps, offering features like offline access and push notifications.
Voice broadcasting is an automated system that delivers a pre-recorded voice message to a large list of phone numbers simultaneously.
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Net Revenue Retention (NRR) is the percentage of recurring revenue kept from existing customers, including upsells, downgrades, and churn.
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Lead scoring models rank prospects by assigning points for their behaviors and demographics, helping sales teams prioritize their outreach.
Sales enablement provides sales teams with the necessary tools, content, and information to help them sell more effectively and efficiently.
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Order management is the end-to-end process of tracking customer orders from placement to fulfillment, ensuring a seamless customer experience.
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Affiliate marketing is a performance-based model where affiliates earn a commission for promoting another company’s products or services.
Sales partnerships are strategic alliances where two companies co-sell products to expand their reach, generate new leads, and increase revenue.
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The FAB technique is a sales framework connecting product features to advantages and then to the specific benefits for the customer.
Chatbots are AI-powered programs that simulate human conversation. They interact with users via text or voice, typically for customer support.
Contact data is the set of details, like names, emails, and phone numbers, used to get in touch with a person or business for outreach.
Revenue intelligence is the process of collecting and analyzing customer data to provide insights that help sales teams make smarter decisions.
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A sales dashboard is a visual tool that centralizes and displays key sales data, metrics, and KPIs to help teams track performance and goals.
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A Sales Development Representative (SDR) is a sales specialist who finds and qualifies new leads, building a pipeline for the sales team.
Persona-based marketing uses fictional customer profiles, or personas, to create targeted messaging for specific audience segments.
Intent data tracks a user's online behavior—like searches and site visits—to identify signals that they are ready to make a purchase.
Cross-selling is a sales tactic of encouraging customers to purchase products or services that are related to what they're already buying.
Lead routing is the automated process of distributing incoming leads to the right sales reps based on predefined criteria.
Programmatic advertising uses AI and real-time bidding to automate the buying and selling of digital ad space, targeting specific audiences.
Single Sign-On (SSO) is an authentication method allowing users to access multiple applications with one set of login credentials.
Event tracking is the method of collecting data on specific user actions, or 'events,' on a website or app, such as clicks or downloads.
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An AI sales script generator is a tool that uses artificial intelligence to create personalized sales scripts for any outreach scenario.
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Total Addressable Market (TAM) represents the maximum revenue a company can earn by selling its product or service in a specific market.
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A performance plan is a formal document outlining an employee's goals, expectations, and metrics for success over a specific period.
Gamification applies game mechanics like points, badges, and leaderboards to non-game activities to boost engagement and motivate users.
Product recommendations are a marketing strategy that uses customer data to suggest relevant products, boosting sales and customer engagement.
Email personalization uses subscriber data—like their name, interests, or past behavior—to create highly relevant and targeted email campaigns.
White labeling is when a company puts its own branding on a product or service that was actually produced by a different company.
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Ramp-up time is the period a new hire takes to get fully up to speed and become a productive member of your go-to-market team.
An elevator pitch is a short, memorable summary of what you do, designed to be delivered in the time it takes to ride an elevator.
Scrum is an agile framework that helps teams structure and manage their work through a set of values, principles, and practices.
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Lead scraping is the process of automatically extracting contact information and other relevant data about potential customers from online sources.
Sales and marketing analytics involves measuring and analyzing performance data to maximize effectiveness and optimize return on investment (ROI).
A landing page is a standalone web page created for a marketing campaign. It’s where a visitor “lands” after clicking an ad or email link.
Consumer Relationship Management (CRM) is a strategy for managing all of a company's relationships and interactions with its customers.
Lead generation software helps businesses automate finding and capturing potential customers' contact information to build sales pipelines.
Marketing Operations (MOps) is the engine of a marketing team, managing the technology, processes, and people to run campaigns effectively.
Sales development is the process of identifying and qualifying potential customers to create a pipeline of sales-ready leads for closers.
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