An account and buying committee that is familiar with your brand will almost always convert more easily than one that only just discovered you. Sure, that's where breaking down fit, intent, and engagement come into play — but engagement is a necessary element of closing deals. This is why retargeting ads can be a powerful way to convert buyers into customers.
And customer relationship management (CRM) retargeting allows you to engage with your prospects on an even deeper level, which leads to better outcomes. This article will explain what CRM retargeting is, and how you can utilize it in your business.
What is CRM Retargeting?
CRM retargeting is a tactic when relevant display ads are being shown to your customers by using first-party data from platforms. It allows you to also reach prospects who have stopped responding to marketing content and keep those engaged who do respond.
A customer relationship management (CRM) is software that collects and manages your business contacts. Unlike email marketing software, a CRM data stores useful information about your leads and customers.
This can include things like recent conversations you had with them and upcoming appointments. A CRM is typically used to follow up with leads and continue to manage the sales process.
It can also be used in conjunction with email marketing and to create segmented lists. This allows you to personalize your emails with very little effort.
It also allows you to implement CRM retargeting. With CRM targeting, you’ll generate your CRM data to create custom audiences for personalized advertising campaigns.
You probably have unlimited data about your customers and prospects just sitting in your CRM. Using this data can help you make incredibly effective personalized ads.
4 Benefits of CRM Retargeting
Implementing CRM retargeting can help you create more personalized, meaningful interactions with prospects that are already familiar with your brand. Here are the four biggest benefits of CRM retargeting.
1. A more personalized solution
You may already be familiar with retargeting ads, which uses pixel-based remarketing. Retargeting ads are a great way to re-engage prospects that have already visited your website or interacted with your content somehow.
However, retargeting ads are not the most effective solution for individuals that already have a relationship with your brand. CRM retargeting allows you to engage with these prospects on a more personalized level.
2. Focus on high-value prospects
With CRM retargeting, you’re focusing on your most high-value prospects. You already have a lot of detailed information about these prospects, like their job position and where they are in the sales cycle. CRM retargeting allows you to focus on specific audiences and the individuals that are most likely to convert to customers.
3. Cross-selling to current customers
Your current customers are the greatest source of potential revenue you have. If you have any cross-selling or upselling opportunities for your current customers, CRM retargeting can help you do this. However, you’ll want to make sure this is the right option for your business before moving forward with this ABM strategy.
4. Use it as part of your ABM strategy
And finally, you can leverage CRM retargeting as part of your account-based marketing (ABM) strategy. You may already have a targeted account list in your CRM data that you planned to use for your ABM strategy. In that case, you can use CRM retargeting to deliver personalized messages to decision-makers at your target companies.
Is CRM Retargeting the Missing Piece to Your B2B Marketing Strategy?
CRM retargeting is one of the oldest B2B marketing tactics and is still overlooked by B2B marketers. This is because we think the benefit is limited to an increase traffic landing page traffic. Thanks to updates in CRM data over the years, you can target contacts from your email marketing efforts across the web as well. In many cases, CRM retargeting also leads to conversions that would have probably would have never happened without aggressive retargeting.
How to Get Started
Compared to other types of personalized advertising, CRM retargeting does take more planning and strategy to set up. However, it is worth the additional time and effort.
The best way to get started is by taking some time to define your goals and what you’re hoping to accomplish. Outlining clear objectives for your campaign will allow you to make the most of your ABM strategy and your current budget.
Start by defining your target audiences and who it is you’re trying to reach. Are you trying to engage people who usually open your emails or those who are highly engaged with your brand and content?
Once you know the goals of your campaign, you can define your target audience lists within your CRM data first. It’s important to make sure these are contacts that opted in to receive marketing messages. If these leads and customers never opted in to receive marketing content then you’ll be violating privacy regulations by targeting them.
Once you’ve created your lists, you’ll want to further segment them by engagement or where they are in the sales cycle. From there, you can export your segmented lists from your CRM to the ad network you’re planning to use.
From there, you need to have a plan for how you’ll follow up with these prospects and customers. And once these leads begin converting to customers, you’ll need to have a plan for how you’ll remove them from your B2B marketing campaigns.
CRM retargeting can be a game-changer for your business and gives you the opportunity to increase the lifetime value of your customers. It allows you to use the data you already have to engage with your prospects in a new way.
And best of all, CRM retargeting can be used as part of your ABM strategy. If you’re looking for the right account-based platform, feel free to learn more about what RollWorks has to offer.