In today’s competitive B2B landscape, converting leads into customers requires more than a single touchpoint. Research shows that 96% of first-time website visitors aren’t ready to buy, making retargeting campaigns a critical tool for nurturing prospects and recovering lost leads. This guide explores cutting-edge techniques, emerging trends, and proven strategies to maximize your retargeting ROI in 2025.
Why Retargeting Matters for Lead Recovery
Retargeting focuses on re-engaging users who’ve already shown interest in your brand but didn’t convert. By leveraging cookies, pixels, or first-party data, businesses can:
- Reinforce brand awareness with tailored messaging
- Address objections through personalized content
- Recover abandoned carts or incomplete form submissions
- Shorten sales cycles by staying top-of-mind
For B2B companies like SalesHive, which specializes in multi-channel lead generation, retargeting complements cold outreach and email campaigns to create a cohesive sales development strategy.
4 Retargeting Techniques to Recover Leads in 2025
1. Omnichannel Retargeting
Modern buyers interact with brands across multiple devices and platforms. Omnichannel retargeting ensures consistent messaging by engaging users via:
- Google Display Network ads
- Social media platforms (Facebook, Instagram, LinkedIn)
- Email follow-ups
- Direct mail or SMS (for high-intent leads)
Best Practice: Use a Customer Data Platform (CDP) to track user behavior across channels. This allows you to serve ads for products they viewed on mobile but abandoned on desktop.
2. AI-Driven Dynamic Retargeting
Artificial Intelligence transforms retargeting by predicting which products or content will resonate most with individual users. For example:
- A SaaS company retargets free trial users with ads highlighting features they used most
- A manufacturer shows dynamic product carousels based on a prospect’s browsing history
SalesHive’s proprietary AI sales platform uses similar technology to optimize email campaigns and cold outreach sequences, demonstrating how automation can scale personalization.
3. Sequential Retargeting (Ad Sequencing)
Guide leads through the funnel with a story-driven ad sequence:
1. Awareness Stage: Video ad explaining a common industry challenge
2. Consideration Stage: Case study highlighting your solution
3. Decision Stage: Limited-time discount or demo offer
Pro Tip: A/B test ad sequences using different CTAs (“Download Now” vs. “Talk to Our Team”) to identify high-performing flows.
4. Social Media Retargeting with Custom Audiences
Platforms like LinkedIn and Facebook allow hyper-specific targeting:
- Retarget webinar attendees with advanced product demos
- Show ads to leads who opened sales emails but didn’t reply
- Exclude existing customers to avoid wasted spend
Case Study: A SalesHive client increased meeting bookings by 34% by retargeting LinkedIn profile visitors with personalized video messages from their sales team.
2025 Retargeting Trends You Can’t Ignore
Privacy-Centric Retargeting
With third-party cookies phasing out, successful campaigns rely on:
- First-party data from forms, surveys, and CRM systems
- Contextual targeting based on webpage content (e.g., showing HR software ads on articles about employee retention)
Cross-Device Retargeting
Sync campaigns across smartphones, tablets, and desktops to deliver unified messaging. For example, a user who researches CRM software on their phone during lunch might see a retargeted ad on their work laptop later.
Video Retargeting
Short-form video ads on TikTok, Instagram Reels, and LinkedIn Native Video achieve 2x higher engagement than static banners. Use them to:
- Recap key points from a whitepaper download
- Share customer testimonials
- Explain complex solutions in 15 seconds
Top Retargeting Platforms for B2B Companies
| Platform | Best For | Key Feature |
|---|---|---|
| Google Ads | Broad reach | Display Network spans 2M+ websites |
| LinkedIn Ads | Account-based marketing | Target by job title/company size |
| AdRoll | Cross-channel campaigns | Email + social media integration |
| Criteo | E-commerce | AI-powered product recommendations |
B2B Tip: LinkedIn’s Lead Gen Forms let users submit pre-filled contact details without leaving the platform, making it ideal for high-value offers like free consultations.
How SalesHive Elevates Retargeting Campaigns
As a leader in B2B lead generation since 2016, SalesHive combines human expertise with AI-driven tools to optimize retargeting efforts:
- Multi-Channel Synergy: Retargeting ads align with cold calls and email outreach for consistent messaging
- Audience Segmentation: Categorize leads by industry, behavior, or deal size to refine ad targeting
- Performance Tracking: Real-time dashboards show how retargeting impacts pipeline growth
In 2024, SalesHive expanded its services to include SEO and paid advertising, offering end-to-end solutions for companies looking to attract AND convert high-quality leads.
Key Takeaways
- Retargeting recovers 70% of otherwise lost leads when combined with strong lead generation
- AI and first-party data are now essential for personalized campaigns
- Video and LinkedIn retargeting deliver exceptional ROI for B2B
Ready to transform lost leads into closed deals? Explore SalesHive’s retargeting solutions to see how our team of 200+ U.S.-based experts can strengthen your sales pipeline.
Sources:
- Wisernotify: 2025 Retargeting Strategies
- Slcted: Privacy-Centric Retargeting
- SalesHive Case Studies
