Can you retarget your ads based on a company rather than an individual?

Niko Rowe

Posted on: June 30, 2021

Reading Time: 4 minutes

Category: B2B marketing

Can you retarget your ads based on a company rather than an individual?

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We recently reviewed some of the very big wins that account-based marketing continues to deliver in terms of generating new business, increasing the average deal size and making your prospecting an altogether tighter ship.

Well, me hearties, it’s time to float another idea.

And this is a way that you can use Linked In to retarget not just the individuals that have visited your website but also all of those in the company that you are interested in.

Super handy?

Jump aboard then, this ship’s about to set sail.

A new breed of B2B retargeting.

Unfortunately, the traditional approach to retargeting just doesn’t hold water for B2B.

It works by getting your ads in front of individuals who’ve demonstrated potential buying intent by visiting your website.  But B2B buying decisions aren’t made by one person – they involve multiple decision makers and have several levels of involvement. What’s more, B2B research is often done by someone other than the decision maker – who wants to retarget a VA?

What B2B marketers really need are retargeted ads that work on an account-wide level, targeting all the specific key decision makers they have so laboriously identified.

Battening down the hatches

With account-based retargeting, you can complement your account-based marketing strategy. This allows you to target ads to an entire account— or, at least, as many people who work there as you have identified as decision makers for your campaign.

You can even filter the messaging of your retargeting ads according to the job titles and buyer personas that you have identified.

Let’s just highlight what this actually means.

  • You can identify key decision makers and put your entire ad budget to work retargeting the right people.
  • No more spreading of your budget thinly across individuals at several different accounts, who may or may not be decision makers.
  • And no more just targeting one person from an account where many will be involved in the decision-making process.

Shiver me timbers – this is sounding better and better.

Well, avast ye! There’s more.

But here’s the rub.

Where you can find your sea legs

While LinkedIn has a rather handy JavaScript tag (known as the Insight Tag) that you can easily add to your site to track conversions/visits and power retargeting it will only do this on the old-school ‘individual’ user model we referred to at the start.

(Find out more about this here.)

To take this to the next level, you are going to need to invest in a company identification tool, such as Leadfeeder.

(Other tools are available, as they say on the BBC.)

Quite simply, these tools show you which companies visit your site, how they found you and what they’re interested in.

Handy plug-ins allow you to combine this intel with LinkedIn Sales Navigator so you can automatically target your selected contacts from within a company.

Another advantage of these retargeting features is that they notify you when a customer returns to your site, allowing you to quickly respond with relevant follow-ups.

Going on account (sl. Becoming a pirate)

Account-based marketing has taken us beyond the olden days when a buyer was a buyer. Today, a buyer is nearly always several decision makers.

If we wish to retarget these effectively, we’ll need a sharper cutlass than traditional tools.


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