With “remarketing”, your audience is still in the marketing process, but now you’ve got a little bit of a digital relationship built with them.

So now it’s more appropriate for you to ask them to book a quick conversation with your sales team or maybe even a demo.

However, this is a significantly smaller audience than Layer 1.

So they’re going to see your ads a lot more often and often we see that they’ll need to see, say three to 12 or more ads before they’re ready to book a call!

So a couple of things here.

You need to make sure that your content is still really educational, giving lots of value, very inspirational and impactful and you also need to show a really big variety of content. So, long form articles, white papers, videos, long form social posts, for example.

You’ll find that most of your Market in B2B isn’t actually ready to buy, only about, say 3% to 5% of the B2B Market are actually ready to buy us.

So you want them to be seeing your content all the time, often getting educated and inspired so that when they’re ready to make that buying decision, you are the first person that comes to mind and they’re ready to book that call.

Once they’ve booked the call, then you can move them through into layer 3.