The rubber supplier that landed the deal

How retargeting works in B2B

In a shoe store a man finds a pair of boots he really likes. But before buys them he wants to take a look in a few other shops. By the end of the day he is on the other side of the city. And he is really tired of shoe stores. 

But what luck – it just so happens that he discovers a poster of a shoe salesman holding a pair of the exact same pair of boots as in the first shoe store. They are the right size and sold at a discount. 

The principle is simple. When you visit a webpage and look for a certain product, a small script is installed in your web browser. The next time you are surfing the web you will be greeted by adverts for the same products that you have previously shown interest for. 

More and more consumer purchases are being made online and companies have adjusted their marketing accordingly. These days the market is crawling with retargeting services and consumer companies. 

Retargeting in B2B sales however is less common. In sales between companies, an offer usually needs to be accepted or a deal needs to be signed, and the dialogue has probably been ongoing for some time, involving a few meetings and presentations of offers. But business customers are also active online. Who doesn’t use the Internet to search for information before different procurements or about potential business partners? The value of being visible is obvious and retargeting, if used correctly, is a powerful tool.

Retargeting makes your company visible through adverts for potential clients that are looking for your product, and has visited your webpage. Vendemore’s statistics show that the number of revisits on customers’ homepages increase by 48% during a retargeting campaign. 

And it’s also important to consider branding, rather than to press for sign-ups. The deals will be made by field salespersons, not by an Internet robot. The campaign also needs to last for some time, since the buying process is more long-spun. It also needs to be more varied since the products are more complex and may be used by different people within the company. And last but not least the content needs to be engaging and informative. 

Let’s exchange the man that wanted to buy boots to a woman who has just started a shoe company and is looking for a rubber sole supplier. After two days, jam-packed with meetings her head spins after all this talk about natural rubber, form presses and price per unit. On the bus home, a representative of one of rubber companies is sitting in the seat next to her all of a sudden, and he tells her an interesting story about how their rubber is extracted from a newly-started ecologic rubber plantation in Cameroon. ‘Interesting’, the CEO thinks to herself, since she wants her shoes to have an environmentally friendly profile. The next day she calls her contact at the rubber company to discuss the contents of the offer. 

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