Focused Retargeting: Qualify your anonymous visitors and show targeted content

Published by Nilangan Ray on June 14, 2020

Can you qualify leads who are not even identified? Is it possible to show ads to only qualified leads on cheaper advertising platforms?

Let’s start by doing the simple math. According to MarketingSherpa, the average visitor to signed up user conversion rate in the software industry is 7%. This means that over 90% of visitors usually bounce without signing up. To re-engage this lost traffic, companies run retargeting campaigns across ad platforms.

Let’s start with the basics…

What is Retargeting?

Retargeting is a method where a visitor who left your website after their visit is engaged using PPC advertising. Retargeting is mainly useful in engaging anonymous visitors who are otherwise not identified but it can also be used to nurture signed up leads and customers.

The Problems

Problem 1:

The problem with retargeting is that if you are retargeting anonymous visitors on your website, you end up targeting those who are not even qualified. So, your precious advertising budget gets wasted on unqualified leads . If you are acquiring visitors through top of the funnel organic channels like blog posts or Facebook or Twitter, you will be bringing both bad traffic or good traffic on your website. Linkedin on the other hand provides better B2B segmentation controls but running ads on them is expensive. Moreover, people spend more time on platforms like Facebook, Google or Instagram than they do on Linkedin.

Problem 2:

Dynamic targeting that works great on advertising platforms like Facebook, does not work that well for B2B. Your product can have multiple use cases and features and a prospect can only be interested in some of them. If your prospect is interested in one particular use case and you are sharing content with them about other use cases, you may fail to intrigue them. How do you ensure that prospects are served the content they want to see?

Also, different types of businesses may have completely different requirements. What an enterprise wants to know is totally different from what a small business wants to know. You will often notice that enterprise customers want to know about security,legal aspects, contract details and migration. How do you serve the content that is relevant to their business procedures?

Solving the problem with Salespanel

Salespanel helps you solve both of these problems. First, it lets you qualify any visitor on your website, even if they are anonymous. Second, it helps you segment visitors based on their interests and/or company information to help you show relevant content.

Let’s look deeper…

Qualifying all visitors on your website

Here’s how Salespanel can help customers retarget only qualified visitors on cheaper ad platforms like Facebook with targeted content.

Lead Scoring and Segmenting Anonymous Visitors

It is easier to qualify and re-engage with visitors who have signed up or provided their contact information but how do you qualify someone who is anonymous? Well, if you are familiar with Salespanel, you will know that Salespanel tracks every visitor on your website and also identifies companies who visit your website anonymously. But, there’s one problem for anonymous visitors.

There is no way to identify a person and only the company can be identified. So, if you had to create a custom audience of qualified companies, you can do that on Linkedin but you would have to serve ads to multiple people in the same company with higher net spend. So, to be successful with the method, we will work with the visitor session instead of the entire company.

Here’s what Salespanel provides you about anonymous visitors that can be used to qualify them:

Firmographic data: This dataset includes company information like company name, description, company size, and industry. You can use this information to segment the anonymous visitors or assign lead scoring points. For example, if your target market comprises companies with around 200-500 employees, you can create a segment of companies who match the profile or create a lead scoring rule.

Behavioral data: Behavioral data consists of lead activity data that is a crucial determiner of lead intent. For example, if a visitor has seen your pricing page and then went on to research your product and read content, it means that he/she is more interested than someone who has only visited your website once. If someone is engaging with enterprise content, it can mean that they are a high ticket lead.

Now based on these two data sets, leads can be preliminarily qualified without even knowing their contact information. Once this is done and a lead qualification mechanism (either using segments or lead scoring) is set in motion, we can move to the next step.

Segmenting to serve personalized content

B2C companies especially the e-commerce companies often serve you dynamic ads based on products you show interest in. How about we bring a similar power for B2Bs? What if you could show relevant content based on the buyer’s profile and interests?

With segmentation, you can create different target audiences to serve dynamic content again using company data and behavioral data and also profile and CRM data (when you nurture leads/customers). Whenever a visitor gets added to one of your segments, the data is sent back to your advertising platform to serve personalized ads. So, an enterprise prospect and a small business prospect would not see the same ad. Instead, ads will serve content that are suitable for their business. Similarly, content will be served based on a customer’s interests. If someone is interested in a particular use case, content related to the use case will be served to them.

Segments work in real-time to help you fire events instantly.

Sending the data back to remarketing pixel

It is time to send the data to your advertising platform. For this article, we will talk about Facebook. Because, their traffic is cheaper and people are more active on their platform. What Salespanel can do now is use Facebook’s conversion tracking and trigger events for these leads and send the data to Facebook for audience building and bidding optimizations. This helps you maintain high-quality remarketing campaigns with low customer acquisition costs.

There is also room to get more creative. A system can be created where visitors are valued based on their lead score or segment value. This helps Facebook bid more efficiently and spend more effort on reaching high-value leads. With enough traffic volume, visitors can also be segmented and shown personalized content. Also, you could create lookalike audiences of qualified leads or closed deals to generate similar B2B customers.

The initial goal is to complete the lead acquisition. Once the lead is inside the funnel, further retargeting can be used for nurturing. Leads can also be exported as a custom audience from Salespanel and imported to different advertising platforms.

With Salespanel, we help customers use data-driven marketing along with real-time tracking for efficient marketing with better ROI.