Part of successfully executing your account-based marketing strategy is strategically targeting a small, select group of prospects. The other part of that is recognizing that there are lot of companies/visitors you shouldn’t focus your energy on – even if they’re visiting your website. That’s why traditional site retargeting solutions aren’t necessarily the right fit for B2B companies. Sure, 97% of people who visit your site don’t fill out a lead form, but given that recent data revealed that 61.5% of all website traffic comes from bots, that’s not such a surprise.
If you’re using cookies to retarget all the visitors to your website, you’re delivering ads to a lot people who will never buy your product. You’re also targeting individuals in their homes during non-business hours – not when critical decisions are being made. Your display ads are most effective when they are integrated into the rest of your account-based marketing strategy. That means focusing on a select group of companies to drive engagement and ultimately help close deals.
Using our unique ability to identify companies by IP addresses, Demandbase B2B Retargeting captures sophisticated buying signals from specific companies and delivers display ads during the periods they are most likely to buy.