Retargeting campaigns remain one of the most effective ways to re-engage potential customers who’ve already interacted with your brand. For B2B companies, where sales cycles are longer and decision-making involves multiple stakeholders, retargeting can be the difference between a lost lead and a closed deal. At SalesHive, a leading B2B sales agency specializing in lead generation since 2016, we’ve seen firsthand how strategic retargeting can amplify pipeline growth. Below, we break down the best practices, tools, and trends shaping retargeting success in 2025.
3 Effective Retargeting Strategies for 2025
1. Omnichannel Retargeting
Modern buyers interact with brands across multiple touchpoints—email, social media, search engines, and even physical stores. Omnichannel retargeting ensures your brand stays top-of-mind by delivering consistent messaging across all platforms.
- How it works: Use a central customer data platform (CDP) to track user behavior and serve ads tailored to the device or platform they’re using.
- Example: A lead who abandoned a pricing page on desktop could receive a follow-up LinkedIn ad highlighting a case study, followed by a personalized email.
- Why it works: 72% of buyers expect brands to remember their preferences across channels. Omnichannel campaigns reduce friction and build trust.
SalesHive’s proprietary AI-driven platform simplifies omnichannel execution by unifying CRM data, email automation, and ad campaign management in one interface.
2. Dynamic Retargeting with AI-Driven Personalization
Generic ads no longer cut it. In 2025, AI-powered dynamic retargeting analyzes user behavior to predict which products, services, or content will resonate most.
- Key features:
- Real-time ad adjustments based on browsing history.
- Cross-sell/upsell recommendations (e.g., “Customers who downloaded this whitepaper also booked a demo”).
- Automated A/B testing for headlines, CTAs, and visuals.
- Result: Businesses using AI-driven personalization see up to 30% higher click-through rates (CTR) and 20% lower cost per acquisition (CPA).
3. Sequential Retargeting
This strategy guides leads through a narrative over time, addressing objections and building urgency.
- Best practices:
- Stage 1: Re-engage with educational content (e.g., “5 Common Challenges in [Industry]”).
- Stage 2: Highlight social proof (e.g., client testimonials).
- Stage 3: Offer a time-sensitive incentive (e.g., “Schedule a demo this week for a free audit”).
- Pro tip: Use SalesHive’s pipeline management tools to align ad sequences with sales outreach timing.
How to Optimize Retargeting Campaigns for Higher ROI
1. Segment Audiences Strategically
Not all leads are at the same stage. Create segments like:
- Cart abandoners: Target with product-specific ads.
- Content engagers: Retarget with related case studies or demos.
- Past purchasers: Offer loyalty discounts or referral programs.
SalesHive’s AI platform automates segmentation by analyzing lead behavior across email, calls, and website interactions.
2. Balance Ad Frequency
Overexposure breeds annoyance. Implement frequency capping:
- Limit ads to 3–5 impressions per user per week.
- Exclude converted leads to avoid wasted spend.
3. Test, Measure, Refine
Track metrics like CTR, CPA, and return on ad spend (ROAS). Conduct A/B tests on:
- Ad creatives (static vs. video).
- Messaging (“Limited-Time Offer” vs. “Exclusive Access”).
- Landing pages (short forms vs. interactive calculators).
The Latest Trends in Retargeting for Lead Generation
1. Cookieless Retargeting
With third-party cookies phased out, marketers now rely on:
- First-party data: Collected via website forms, CRM systems, or gated content.
- Contextual targeting: Serve ads based on webpage content (e.g., a lead reading a blog about “SEO Trends” sees an ad for SalesHive’s SEO services).
2. Privacy-First Retargeting
- Consent-based tracking: Explicitly ask users to opt into retargeting.
- Anonymous audience models: Segment users without collecting personally identifiable information (PII).
3. Expansion to Emerging Platforms
- TikTok: Retarget younger demographics with short, engaging videos.
- Connected TV (CTV): Deliver personalized ads to viewers streaming on Hulu or Roku.
4. Dynamic & Shoppable Ads
- Show products users viewed or recommend complementary items.
- Enable direct purchases from ads (e.g., “Download the eBook” or “Book a Meeting”).
Top Retargeting Tools for 2025
- Google Ads Remarketing
- Strengths: Cross-platform reach, dynamic ads, integration with Google Analytics 4.
Best for: Businesses leveraging Google’s ecosystem.
AdRoll
- Strengths: AI-driven cross-channel campaigns, dynamic creative optimization.
Best for: E-commerce and mid-market B2B companies.
Criteo
- Strengths: AI-powered product recommendations, predictive bidding.
Best for: E-commerce retargeting at scale.
Madgicx
- Strengths: AI-driven bid management, cross-platform automation.
Best for: Meta and Google Ads power users.
Mailchimp
- Strengths: CRM-email-ad sync, audience segmentation.
- Best for: Small businesses needing email + ad integration.
Final Thoughts
Retargeting in 2025 demands a blend of advanced technology, strategic segmentation, and respect for user privacy. By leveraging AI-driven tools, omnichannel strategies, and emerging platforms, businesses can turn lukewarm leads into loyal customers.
At SalesHive, we’ve helped over 200 B2B clients optimize their retargeting campaigns through our full-funnel lead generation services. From cold calling to Google Ads management, our team ensures every retargeting dollar drives measurable ROI.
Ready to transform your lead generation strategy? Learn how SalesHive can help.
