Get actionable insights on how to drive more sales-qualified leads with retargeting tips and best practices.

1. HOW TO MAXIMIZE MARKETING
ROI WITH RETARGETING
3 WAYSTO START DRIVING MORE SALES-QUALIFIED LEADS
AND REVENUETODAY
ANDREW DOBBS
Sr. Manager,Business Development
LAUREN BLECHER
Director,Marketing

2. WE OPTIMIZE
LEAD FLOW FROM
CLICK
TO
CLOSE
TO DRIVE MORE
SALES-QUALIFED
LEADS FROM DIGITAL.
DEMANDWAVE
IS THE PREMIER B2B DIGITAL
MARKETINGAGENCY.
SEO
SEM
CONTENT
DESIGN
ANALYTICS

3. Founded in 2004, we are digital veterans with a passion for demand generation.
We drive revenue growth for the best in B2B.
DemandWave is a trusted Google
Partner, a two-time winner of the Inc.
500|5000 list, and a two-time member
of the San Francisco Business Times’
100 Fastest Growing Private
Companies.
We’ve earned our stripes.

4. WHY
RETARGETING?
B2B IS EXPERIENCING A MAJOR
SHIFT FROM LEAD QUANTITY
TO QUALITY.
B2B marketers named
“delivering quality
leads” as their #1 digital
marketing goal of 2016.
Source: DemandWave, “2016 State of B2B Digital Marketing Report.”

5. “Don’t count the
people that you
reach; reach the
people that count.”
– David Ogilvy

6. Marketers can accelerate the funnel by targeting leads with proven intent to buy.
Retargeting reaches the leads that count.

7. Increase efficiency and deal size by focusing on target sales accounts .
Retargeting reaches the leads that count.
(Think ABM!)

8. ACCELERATE
THE FUNNEL
RETARGET BOTH LEADS WITH
INTENTTO BUYAND LEADS AT
KEY ACCOUNTS.
1 Display Retargeting
Remarketing Lists for Search Ads (RLSA)
Go beyond email.Create a cross-channel nurture track:
2
Google Customer Match3

9. 96% of leads leave a website
before converting.
- Kissmetrics
49% visit a site 2-4 times
before buying.
-Total Product Marketing

10. If you’re a tech marketer,chances are“request a demo” is up near the top of your list.
First, identify the most important call-to-action on your website.

11. Add the AdWords remarketing tag across all pages and then build an audience list based on visited website pages.
Second, identify the audience you want to retarget.
In this case,we’d start by
retargeting people who
visited the demo page but
did not fill out the form.
*Requires a 100 cookie minimum.

12. We can serve
text, images,
and videos to
those that
visited the
demo page as
they surf the
Internet.
1. Retargeting on the Google Display Network (GDN)

13. We can also retarget demo page visitors when they search for relevant terms on Google.
2. Remarketing Lists for Search Ads (RLSA)
A search like this might
be too broad for a
standard search
campaign, but a viable
keyword for RLSA.
*Requires 1,000 matched cookies.

14. Go beyond website visits and retarget by email address.
3. Google Customer Match
Now we can
specifically target
Marketing
Directors in
Fortune 500
companies that
visited this page,
but didn’t fill out
the form.
*Requires 1,000 matched emails.

15. COMMON
MISTAKES &
HOW TO
AVOID THEM
THE RETARGETING EDITION

16. Just because someone visited your homepage once, does not necessarily mean they want to talk to Sales.
Mistake #1: Misunderstanding user intent.

17. Mistake #1: Misunderstanding user intent.
Instead, carefully map visited pages to user intent and tailor messaging accordingly.
Awareness
Consideration
Comparison
Conversion
Retention/Upsell

18. Mistake #1: Misunderstanding user intent.
Instead, carefully map visited pages to user intent and tailor messaging accordingly.
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
LANDING PAGE OFFER
Visit to a service page. “Request a Demo”ad.
Downloaded “buyer’s
guide” eBook.
Limited-time, free trial offer.
Completed first purchase. Geo-retarget to advertise user events.
Offer webinar training sessions.
License is about to expire. Limited-time offer for discounted
service upgrades.
Pro Tip:
Remarketing with
GoogleAnalytics
opens the door to
infinite audience
capabilities.

19. Reign in the power of retargeting with exclusions and serving limits.
Mistake #2: Coming on too strong.
1 Membership duration
Frequency capping2
Ad scheduling3
Carefully test and consider:

20. Exclude audiences that are irrelevant to your various offers, especially customers.
Mistake #3: Forgetting the importance of exclusion.
Source:Blueconic, “Stop Wasting Money By Retargeting the Wrong User”.
HipChat retargeting ad encouraging
user to sign up for free!
…Meanwhile,HipChat desktop
notification pings customer.

21. Setup category-based exclusions to protect your brand from being shown along side sensitive content, error pages, forums, etc.
Mistake #3: Forgetting the importance of exclusion.
Chances are you don’t
want your ads showing
anywhere near this
category of content.

22. True conversion rate optimization is a lot of work – but, it’s worth it.
Mistake #4: Lack of testing.
1 Audiences Ad copy2 Landing pages3

23. READY TO GET
MORE OUT OF
DIGITAL?
DISCOVER HOWTO START
DRIVING MORE SALES-QUALIFIED
LEADSTODAY.
1 How to measure your revenue opportunity from digital.
Actionable steps you can take to drive more sales-qualified leads.
Get a free digital marketing assessment. We’ll cover:
2
How you stack up against the competition.3
800.619.1570 results@demandwave.com