Understanding Account Based Retargeting for Small Businesses

Account based retargeting is a marketing approach where you target ads specifically to a set of companies or accounts that are important to your business. Instead of broad advertising, you focus on showing ads to decision-makers in those key accounts after they have visited your website or engaged with your content. This helps increase the chances of converting those valuable leads into customers.

Why this comes up / what goes wrong

Small business owners often find that general online advertising brings many visitors but few qualified leads or sales. They may notice that some potential customers visit their website or contact them but don’t follow through with a purchase. This happens because generic ads don’t speak directly to the needs of key decision-makers in the companies they want to sell to.

Account based retargeting addresses this by letting you focus your ad spend on the right companies and people, improving efficiency and increasing sales chances. Without it, businesses waste money on broad ads that reach many irrelevant visitors and lose leads due to lack of personalized follow-up.

Step-by-step

1. Identify your target accounts

• List the companies or accounts that fit your ideal customer profile.
• Check your existing leads or CRM data for accounts with potential.

1. Collect contact and company data

• Gather email addresses, company domains, or other identifiers.
• Use web analytics to track which accounts visit your site.

1. Set up retargeting audience lists

• Use advertising platforms (Google Ads, LinkedIn Ads, etc.) to create custom audiences based on your account data.
• Upload company domains or contact emails to build these lists.

1. Create personalized ads

• Develop ad content tailored to the needs and pain points of your target accounts.
• Use messaging that speaks directly to their industry or role.

1. Launch the retargeting campaign

• Run ads specifically targeting your account lists.
• Monitor impressions, clicks, and conversions.

1. Analyze and refine

• Check which accounts are engaging with ads.
• Adjust targeting, messaging, or budget based on performance.

1. Integrate with sales follow-up

• Coordinate with your sales team to prioritize leads from engaged accounts.
• Use CRM tools to track interactions and plan outreach.

Example (fictional figures)

A two-location dental practice in Columbus, Ohio wants to attract corporate clients for employee dental plans. They identify 50 local companies as target accounts.

• They gather email domains for these companies and upload them to LinkedIn Ads.
• They create ads highlighting corporate dental benefits and flexible scheduling.
• They allocate $5,000 for a 3-month retargeting campaign.

Campaign results:

• 50 companies targeted
• 30 companies showed ad engagement
• 10 companies requested quotes

Calculations:

$5,000 ÷ 50 = $100 spent per target account

If 10 companies request quotes, cost per lead = $5,000 ÷ 10 = $500 per qualified lead

If 4 companies sign contracts averaging $10,000 each:

$10,000 × 4 = $40,000 revenue generated

Return on ad spend (ROAS):

$40,000 ÷ $5,000 = 8x return

This example shows how focusing on specific accounts can lead to measurable sales growth.

Common mistakes

• Targeting too broad an audience: Focus on well-researched accounts, not just anyone who visits your site. Prevent by refining your ideal customer profile.

• Ignoring sales alignment: Marketing and sales must coordinate to follow up on engaged accounts. Prevent by integrating CRM tools and regular team communication.

• Weak or generic ad messaging: Ads must address the specific needs of target accounts. Prevent by customizing ads for each account segment.

• Not tracking campaign performance: Without data, you can’t improve. Prevent by setting clear KPIs and monitoring them regularly.

• Failing to update account lists: Outdated data wastes ad spend. Prevent by regularly refreshing your target account lists.

Frequently asked questions

What is the difference between account based retargeting and general retargeting? Account based retargeting targets ads to specific companies or accounts you want to win, while general retargeting targets any visitor to your website regardless of their company. The account based approach is more focused and personalized.

Which platforms support account based retargeting? Major ad platforms like Google Ads, LinkedIn Ads, and Facebook Ads support uploading lists of company domains or emails to create custom audiences for account based retargeting.

How do I collect account data for retargeting? You can gather company domains from website analytics, CRM records, or lead capture forms. Email lists or LinkedIn company IDs are also useful for building target audiences.

Is account based retargeting suitable for small businesses? Yes. Small businesses benefit by focusing limited ad budgets on high-value accounts rather than broad audiences. It helps improve lead quality and sales efficiency.

How does account based retargeting fit with CRM tools? CRM tools help track which accounts engage with your ads and manage follow-up. This coordination boosts conversion chances. For small businesses, using a CRM that integrates lead capture and communication channels like WhatsApp and SMS can streamline this process. Learn more about WhatsApp and SMS CRM and built-in CRM dialer.

Key takeaways

• Account based retargeting targets ads to specific companies important to your business.
• It improves ad efficiency by focusing on high-value leads rather than broad audiences.
• Success requires identifying target accounts, creating personalized ads, and aligning sales follow-up.
• Regularly update your account lists and track campaign performance.
• Integrate retargeting efforts with your CRM and sales tools for best results.

Start your account based retargeting journey by organizing your leads and accounts with a CRM tailored for small businesses in the US. You can explore solutions designed for your needs like HelloGrowthCRM for the United States.

Ready to try? Start on the Free Forever plan (200 leads, no credit card) and build your targeted sales pipeline today.