What is Remarketing?
Remarketing is the practice of re-engaging people who have previously interacted with your brand, whether through website visits, email engagement, past purchases, or content downloads. While often used interchangeably with retargeting, remarketing traditionally refers to email-based re-engagement, while retargeting refers to ad-based re-engagement.
In practice, remarketing encompasses any strategy that targets known or previously engaged audiences with follow-up messaging.
Why Remarketing Matters for B2B Sales
B2B buyers rarely convert on the first interaction. Remarketing ensures that interested prospects don't slip away after their initial engagement. By maintaining visibility through email follow-ups, ad impressions, and content recommendations, remarketing keeps your solution top-of-mind throughout the long B2B sales cycle.
Remarketing audiences are inherently warmer than cold prospects, they've already demonstrated interest by visiting your site or engaging with content.
Key Remarketing Strategies
- Email remarketing: Sending follow-up emails to visitors who didn't convert
- Dynamic remarketing: Showing ads featuring the specific content or pages a visitor viewed
- Sequential remarketing: Telling a progressive story across multiple ad exposures
- Cross-sell remarketing: Targeting existing customers with complementary offers
- Abandoned form remarketing: Re-engaging visitors who started but didn't complete a form
Remarketing vs Retargeting
- Remarketing: Broader term, includes email, ads, and any re-engagement tactic
- Retargeting: Specifically refers to serving ads to past website visitors via tracking pixels
- Google's terminology: Google uses "remarketing" for what most call "retargeting"
- In practice: The terms are used interchangeably in most B2B contexts
Common Mistakes
- No segmentation: All past visitors aren't equal, segment by engagement depth
- Stalker syndrome: Too much remarketing feels invasive, set frequency caps
- Stale creative: Update remarketing ads regularly to prevent ad fatigue
- Ignoring privacy regulations: GDPR and CCPA require consent for tracking and remarketing
How FlowStrata Approaches Remarketing
FlowStrata integrates remarketing into our outbound-first strategy. Prospects who engage with outbound emails and visit the client's website are captured in remarketing audiences and served relevant ads. We also use email remarketing to re-engage outbound prospects who showed initial interest but went quiet, deploying new angles and value propositions to reignite the conversation.