Behavioral Targeting: What B2B Marketers Should Know
B2B marketers use behavioral targeting to create a compelling user experience and personalize content more effectively. The key is to create communications that align with audience content consumption behavior. Both brands and buyers benefit from this targeting psychology. Brands gain loyalty, while buyers enjoy content tailored to their needs.
Intent Signals Lead to Effective Behavioral Targeting
Over the last few years, it wouldn’t be an exaggeration to say that behavioral targeting has revolutionized the way brands run their campaigns. One just has to look at the increase in targeted email campaigns, cross-selling and upselling, remarketing and retargeting ads, and location-based targeting.
But despite its importance in the marketing segment and large-scale adoption, for most companies: the basic premise that behavior can be used to create more personalized ads is still not a part of their core marketing strategy. And if it is, they are not doing it effectively.
Marketers can use behavioral data gathered with intent monitoring technology to dramatically improve the reach, scope and relevance of B2B marketing approaches. Buyer content consumption on the internet, also known as intent signals, identifies people actively researching a topic for a possible purchase decision. Coupling intent signal monitoring with behavioral targeting improves the odds of moving ready buyers to the bottom of the funnel.
We know behavioral marketing increases buyer engagement by personalizing outreach. But what strategies should B2B marketers focus on to get optimum mileage from behavioral targeting?
- Retargeting Ads
Retargeting ads based on behavioral data encourage buyers to revisit your website based on their previous actions. Click-through rates (CTR) for display ads average 0.07 percent, while CTRs for retargeted ads are 0.7 percent. In other words, a retargeting ad performs 10x better than regular ones. With retargeting, you know something about prospects, and they probably have some awareness of your brand from a previous engagement. That’s how they ended up being retargeted.
- Tailored Email Campaigns and Content
The personas you create based on behavioral data help you compose more customized emails. For example, you can direct one email campaign toward abandoned cart users and another toward frequent visitors to a particular web page. You can include related information demonstrating awareness of the buyer’s past behavior, like mentioning services or products they’ve looked at. This strategy strengthens buyer loyalty. Additionally, behavioral targeting helps with email newsletters and blogs tailored to specific personas.
- Optimized Site Navigation
Analyze behavioral targeting results to modify site elements such that visitors are less likely to leave without interacting. For instance, if a visitor reads your product page and exits after reviewing the pricing list or product features, it indicates possible lack of interest in your brand. Analyzing these details tells you what to change. By learning how users find specific information or jump between different pages, you’ll know what to optimize in the site navigation. The buyer experience is undoubtedly enhanced by observing these subtle behaviors.
- Custom-Made Deals and Discounts
Craft an ideal offer or discount based on the buyer’s researching and patterns. Give your buyer a complimentary discount like 20 percent off or a free upgrade when they renew the license for your product. You’ll more likely catch the buyer’s attention with such customized deals that are triggered by actual behaviors. You add value to their experience, while nurturing their connection with the brand.
Is behavioral targeting worth the time and effort? These three benefits demonstrate why it’s an effective marketing tactic.
- Better Ad Engagement:
Buyer behavior analysis alongside intent signal monitoring lets you create relevant ads. If you’re using an ad to promote a newly published ebook, activating behavioral targeting increases the ad’s chance of reaching interested readers.
- Relevant User Experiences:
Customized ads based on behavioral data are more engaging than generic ones. Such ads improve buyer experiences and move them closer to making a purchase.
- Enhanced Bottom Line:
Ads that match buyer behavior are more likely to convert. This increased relevance and efficacy of ads will, in turn, lead to a better return on marketing investment.
Armed with behavioral data, you’re in a better position to design and execute successful B2B campaigns. Remember, behavioral targeting isn’t a game of chance, but a well-thought-out plan. Begin by partnering with reputable data providers like True Influence to gain access to behavioral insights.
Meanwhile, explore our blogs on intent data to learn how it assists with behavioral targeting and other B2B marketing strategies.