How CRM Retargeting Works

Marketing Innovation

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How CRM Retargeting Works

Marketing Innovation

Here at LiveRamp we’ve been on a mission to bring some clarity to the data-driven marketers’ world of jargon (which is specifically why we created the official data driven marketer glossary).

Now it’s time to get into some specifics and give one of our favorite strategies, CRM retargeting, some love.

CRM retargeting isn’t as widely understood as retargeting, so let’s set things straight from the get-go.

Retargeting vs. CRM Retargeting

According to our partner and retargeting specialist AdRoll, retargeting converts window-shoppers into buyers. It works by keeping track of people who visit your site and by displaying your retargeting ads to them as they visit other sites online.

Ok, that’s pretty easy.

But what about when you see a retargeted ad for something you already purchased?

For instance, after heading to the mall and finally purchasing that watch you’ve been eyeing online all week you still get retargeted with ads for the watch you already purchased!

Not the greatest experience, and lost revenue for the business, since they could have also sold you some new jewelry or a belt to go with that watch instead.

That’s where CRM retargeting comes in:

“CRM retargeting (a.k.a. offline retargeting) is about providing more relevant digital advertising  to your customers using the data in your 1st party platforms (like CRM or POS systems).”


Sounds like a marketers dream, right?

Plus reaching customers or prospects from your CRM provides the opportunity to engage on a deeper, more relevant level, giving you better outcomes.

3 Benefits of CRM Retargeting:

  • Cross sell and upsell opportunities – As I alluded to above, CRM retargeting enables marketers to automate cross selling and upselling so their customers have more relevant experiences. Talk about bringing brand loyalty to a whole new level. It’s the digital version of walking into your bank and the teller remembering you signed up for a credit card last time you were in. Instead of trying to sell you on the card again the teller asks how it’s going and offers advice on ways to earn even more points!
  • Define smarter audience segments – Delivering CRM, sales and email data to your preferred data management and media platforms will enable you to reach audience segments based on known attributes, such as past purchase history or customer preferences. Now that’s what we call smart marketing.
  • Run better cross-channel campaigns – Retargeting with CRM data is allowing marketers to reach the same consumers in their journey across channels and devices to deliver seamless, integrated campaign experiences.

Retargeting strategies help boost ROI in all parts of the funnel, from site retargeting at the low end, to behavioral at the very top.

However, marketers are embracing CRM retargeting more and more because it transcends the funnel, giving marketers a way to extend customer relationships for better life-time value.

What To Do Next

If you’re interested in how data onboarding can improve your CRM retargeting, this 5 Minute Guide is a good start (no form fill required!) or you can learn more from the experts at AdRoll, here.

But don’t stop with CRM retargeting.

Check these valuable resources to give you a download on other targeting strategies including look-alike modeling and ad suppression.