Gearing Up Your B2B Sales Pipeline with Ad Display and Retargeting

Gearing Up Your B2B Sales Pipeline with Ad Display and Retargeting

Wasim Attar

Blog
13 February, 2025
11 Mins

Generating leads is only half the fight in the hectic world of business-to-busine marketing. Ad display in conjunction with retargeting is becoming one of the most successful methods for turning these leads into a robust sales pipeline. Through targeted advertising and strategic follow-ups, businesses can engage potential customers, nurture leads, and accelerate the buyer's journey.

Here is how you can use ad display and retargeting to promote B2B sales pipeline growth and measure tangible results.

Knowing Ad Display in the B2B Context

Ad display is a form of online advertising where visual ads are placed on websites, social media platforms, or other digital spaces where your target audience hangs out. Display advertisements include banners, movies, and interactive features to draw in viewers and raise awareness, in contrast to search ads, which are activated by particular keywords.

Why Ad Display Matters for B2B

Brand Awareness: Even before a potential customer is ready to make a purchase, a display ad helps you become a part of their mind.
Audience Targeting: Display networks today offer you the capability of targeting the right audience in high detail such as by industry, job title, company size, or geographical location.
Lead Generation: The great call-to-action in a display ad will help prospects download an asset, attend a webinar, or ask for a demo.
To make ads as effective as possible, eye-catching visuals must be matched with concise, impactful messaging. Think of your ad as the first step in a conversation—its goal is to intrigue the prospect and prompt them to take action.

The Power of Retargeting in B2B Sale

Retargeting, also referred to as remarketing, is the process of serving ads to people who have already interacted with your website or other digital assets. It maintains a significant presence in the minds of consumers while directing them back to the website to complete an online journey.

Benefits of Retargeting

Re-Engage Interested Clients: Retargeting enables you to reach back out to your prospective clients when they do not convert the first time they visit your website.
Enhance Conversion Rates: Retargeting ads often are clicked more and more converts better than display advertisements because it will target the people who have actually shown some engagement.
Accelerate the Sales Cycle: This would help answer questions and affirm the value propositions offered and can speed up decisions.

Retargeting Tactics Often Used

Website Retargeting: Ads serve people visiting specific pages in your website and did not engage.
Search Retargeting: Reach users through search terms, so your ads are coming at them with intent.
Email Retargeting: Email interactions can be used to develop audience segments for retargeting campaigns.

The Power of Ad Display and Retargeting

Advertising display and retargeting is a powerful cocktail that really sweetens the effect of B2B sales pipelines because:

Draw Top-of-Funnel Leads using Display Ads
Use display ads to target those decision-makers and influencers in your ideal market.

Awareness: Showing your brand and offering to those who may not even have heard about your company.
Engagement: Offering something of great value such as industry reports and whitepapers to get an initial interest.
Interest: A site visit to learn more about it.

Nurture Middle-of-Funnel Leads through Retargeting
Retargeting takes lead management into the next level once the prospects visit your site or digital assets:

Dynamic Ads: Ads for the prospective client on an employee's purchasing behavior with the product or service viewed and the page they have visited.
Sequential Messaging: Delivering messages progressively in line to the buyer's journey and addressing specific pain points and objections.
Event reminders: These would be retargeting attendees who have registered for a webinar but didn't show up or initiated a request for the demo without following it.

Pushing the Bottom-Of-the-Funnel Conversions
Advise your ads at these levels of the decision process to reinforce the following:

Unique Value Proposition.
Testimonials, case studies, and success stories.
CTAs for high intent actions, i.e. book a demo or send a proposal.

Best Practices on B2B Display and Retargeting

Ensure that your campaigns give the best ROI with these best practices:

Segment Your Audience
Prospects are not at the same level as the buyer's journey. Segment your audience based on the following criteria:

Company size and industry.
Pages visited on your website.
Content downloaded or actions taken.
Your ads must talk to each of the different needs and interests that the various segments have.

Account-Based Marketing (ABM)
Ad display and retargeting are well aligned with an ABM strategy, focusing on high-value accounts. Use tailored ads to drive specific companies and targets: this is really going to make such campaigns more gratifying, meaningful, and relevant.
Test and Optimize Your Campaigns
Check your campaigns regularly to find out what works and what doesn't. You can examine different variables like:

Design and visual ad.
Headlines and Copy.
CTAs. Landing page experiences.
Changes in data insight reflection can redefine pace and improvise performance time by time.

Set Specific KPIs
Complicated multi-pronged objectives for campaigns like:

Click-through rates (CTR).
Cost per lead (CPL).
Pipeline value generated.
Track these metrics to determine the success of your campaigns and determine whether the money spent on ad display and retargeting was well-spent.

Measuring the Impact on Your Sales Pipeline

The real value of ad display and retargeting lies in its ability to produce actual B2B sales pipeline growth. The best ways to measure this include:

Increased Lead Volume: More prospects entering your pipeline as a result of display and retargeting efforts.
Enhanced Lead Quality: Engagements and interests have improved levels within leads.
Accelerated Sales Cycles: Targeted follow-up brings faster movement of leads through the pipeline.

Investments in analytic tools and CRM integrations will help attribute pipeline growth to specific campaigns, thus demonstrating ROI to stakeholders.

Conclusion

Display ads and retargeting are one of the powerful tools B2B marketers can use to build and accelerate the sales pipeline. Combining creative, targeted display ads with strategic retargeting campaigns can be used to engage prospects at each stage of their journey and lead them toward conversion.

So, as you execute the above strategies, always keep in mind that success comes through the practice of consistency, personalization, and data-driven decision-making. Implement the right strategy and make the B2B sales pipeline function like a machine for delivering continuous growth and results.