Inside SAP’s modern retargeting strategy for the AI era
One of the biggest challenges in modern demand generation is recognition.
Today’s buyers research anonymously across AI platforms, analyst sites, communities, social channels, and vendor websites — often without ever filling out a form or identifying themselves. By the time they engage directly, the buying journey is already well underway.
That reality is forcing marketers to rethink one of the most foundational motions in digital marketing: retargeting.
In the new Gartner report, When Website Traffic Drops, Modernize Your Retargeting Strategy, Gartner examines how leading organizations are adapting to a buying environment where traditional retargeting strategies no longer suffice.
In our experience, SAP’s approach illustrates how leading organizations are adapting to today’s buyer. Rather than treating retargeting as a tactic tied to known website visitors, SAP approached it as a visibility challenge — using behavioral signals, audience segmentation, and Bombora’s identity resolution capabilities to identify and engage buying groups that would have otherwise remained anonymous. The transformation of anonymous website traffic into targetable B2B audiences enabled SAP to deliver more personalized engagement throughout the buying journey.
Check out the full story in the Gartner report below.
Gartner, When Website Traffic Drops, Modernize Your Retargeting Strategy, By Serena Philip, 9 April 2026
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