RB2B can be used to significantly improve the quality of your ad retargeting by adding an identity and intent layer on top of your website traffic. Instead of retargeting anonymous visitors based solely on cookies or pixels, RB2B allows you to focus spend on known companies and people who have already shown meaningful interest.
This article outlines how RB2B fits into a modern B2B retargeting strategy and best practices for using it effectively.
Important expectations to set
RB2B is not a replacement for ad platforms or pixels, and it will not identify every visitor. RB2B performs best when used as a signal amplifier for high-intent traffic, not as a blanket targeting solution.
What RB2B changes about retargeting
Traditional retargeting works like this:
Someone visits your site
A pixel fires
Ads follow them around, regardless of intent or fit
RB2B adds context by identifying:
the company behind the visit
often the individual and their role
pages viewed, visit frequency, and recency
This allows you to retarget qualified, high-intent visitors, not just traffic volume.
Step 1: Identify high-intent visitors
Once RB2B is installed, you’ll start seeing identified visitors tied to real companies and, in many cases, people.
Focus on visitors who demonstrate intent, such as:
pricing, demo, or contact page views
repeat visits within a short time window
visits from companies that match your ICP
views of specific product, solution, or integration pages
Best practice: avoid retargeting all traffic. Intent matters more than scale in B2B.
Step 2: Segment visitors before retargeting
Effective retargeting starts with segmentation. Common segments include:
high-intent pages (pricing, demo, comparison)
recent visitors (last 7–14 days)
repeat visitors
ICP-matched companies only
Segmenting upfront reduces wasted spend and improves downstream conversion rates.
Step 3: Send RB2B data into your ad stack
RB2B does not run ads directly. Instead, it feeds identity and intent data into the tools that do.
Common approaches include:
CRM-based retargeting
Send identified contacts or companies to HubSpot or Salesforce
Use CRM syncs to build retargeting audiences in:
LinkedIn Ads
Google Ads
Meta (where applicable)
Run ads only to known, qualified accounts
Direct audience uploads
Export matched emails or company domains
Upload them as custom audiences (for example, LinkedIn Matched Audiences)
Automation workflows
Use RB2B webhooks with tools like Make or n8n to:
tag high-intent visitors automatically
add or remove contacts from ad audiences
pause retargeting once a lead converts
Best practice: keep ad audiences tightly aligned with sales and lifecycle stages.
Step 4: Run account-based retargeting ads
RB2B is especially effective for account-based marketing (ABM).
Instead of generic ads, you can:
tailor ads by company or role
align messaging to pages already viewed
support active sales conversations rather than compete with them
Examples:
pricing page visitors → competitive or ROI messaging
product page visitors → feature-specific ads
content readers → mid-funnel education ads
LinkedIn is often the strongest channel for this approach due to company and role targeting.
Step 5: Measure what actually matters
Because RB2B tracks identity over time, you can:
see which companies were retargeted
connect ad exposure to inbound conversions
stop spending on accounts that have already converted or gone cold
This helps close the loop between marketing spend and revenue outcomes.
Why this approach works better than traditional retargeting
Using RB2B for retargeting typically results in:
less wasted ad spend
higher relevance in B2B ad platforms
better alignment between ads and sales outreach
more resilience as third-party cookies continue to degrade
The focus shifts from volume to quality.