The hectic holiday season will soon be wrapping up, which means customers and prospects will be returning to the office, ready to kick off their 2015 planning. Key decision makers will be reflecting on last year’s results, deciding what worked and what didn’t, and looking to change or expand their technology stack. So the question becomes: will your brand be top of mind during vendor consideration?

With lengthy sales cycles along the purchase funnel, B2B marketers need to do everything possible to create brand awareness, nurture prospects, and influence sales—and now is the time to start. Implement robust performance marketing strategies early to engage your website browsers and start padding the books with qualified leads that will be ripe for picking come January.

We’ve curated our top three tips for developing and implementing a Q1 retargeting strategy that will win big in the new year:

1. Promote content.

Potential B2B buyers want to be informed before making a purchase. In fact, 90% of the decision making process happens before the average buyer ever engages with a sales rep. Target prospects who’ve visited your site by promoting whitepapers, research reports, and educational webinars to position your company as a thought leader in your industry. Some of the highest-performing B2B lead generation and lead nurture campaigns we see feature content offers, whether on the web, Facebook, or Twitter.

2. Think full-funnel.

funnel-06The complexity of the B2B buy cycle makes it imperative to deliver the right messages to the right users at the right time. Strategically segment site visitors based on interactions and behaviors they’ve demonstrated. Tailor the message, content piece, or call to action based on what’s most relevant to that specific user. A browser who spent two minutes on the website About section should receive a different message than the a customer who recently upgraded their software.

3. Link your CRM data to your retargeting campaigns.

Tech B2B-01Your first-party customer data is one of your most valuable assets. CRM retargeting allows you to match email addresses to active user cookies and serve targeted ads to key audiences across the web and Facebook. Don’t forget to segment your CRM data based on the type of user and then serve ads based on where they are in the customer lifecycle.

Retargeting is being rapidly adopted by B2B companies of all sizes. Marketers use retargeting to achieve a variety of objectives including brand awareness, lead nurturing, and social engagement, in addition to driving bottom-of-the-funnel conversions.

By incorporating retargeting into your B2B marketing campaigns, you’ll be able to nurture prospects, move them along the sales funnel, and set the stage for a killer—and profitable—New Year.

To learn more about what retargeting can do for B2B, check out http://www.adroll.com/b2b.