Home > Resources > Articles > Cookie-less ABM: What Should B2B Marketers Expect?

Cookie-less ABM: What Should B2B Marketers Expect?

Apurva Pathak | July 8, 2022 | 569 views | Read Time : 08:00 min

Cookie-less ABM
Third-party cookie restrictions or outright bans were an inevitable step in the evolution of data protection. As a result, B2B marketers are preparing for a cookie-less future in which third-party data will no longer direct them to potential clients. They must now prepare new tactics to execute account-based marketing (ABM) strategies.

Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.”

Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.”

In light of the demise of third-party cookies, where can B2B marketers turn for reliable information? Let us find out.

First-Party Cookies

When it comes to potential customers, first-party cookies are the most dependable source of information. These cookies assist in monitoring audience behavior when they visit our websites and engage with our content. Based on recent interactions, first-party cookie data will produce more relevant content.

Data Points

When developing ABM strategies, delve deeper into first-party data and use locations and keywords. B2B marketers can then contextualize the content and figure out what prompted the viewer to interact with it in the first place.

Tracking Technologies

Tracking technologies like reverse IP tracking are legal and can aid your ABM campaigns. This technology enables businesses to conduct reverse IP searches and access the top-level domain data that IP produces. The name of the business hosting that IP and the other details of those who registered the business IP can be accessed. Using this information, B2B marketers can develop an effective target list and pursue the target accounts with personalized content.

Contextual Advertising

Contextual advertising displays advertisements to website visitors based on the content they are currently viewing. As a result, the visitors find these ads relevant to their needs and are more receptive to them.

ABM Success Requires Reliable Data

Using primary data sources will provide direct feedback on the relevance of your content based on interactions with potential clients. As we enter this first-party world, you must remain agile, with new ABM tactics ready to guide clients toward successful partnerships.

Spotlight

Markistry, LLC. - Bespoke Marketing Tailors

It is becoming a lost craft. Off-the-rack templates, junior staffs, and recycled ideas seem to be the offerings of the day from many consulting firms and marketing agencies. Are they selling you what fits you—or what fits them?We consider ourselves marketing tailors, providing bespoke marketing™ services. To learn more and for news, insights, and proven practices (no such thing as best) on revenue marketing, visit The Common Thread by Markistry.

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Hootsuite Welcomes Elina Vilk as Chief Marketing Officer

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Hootsuite, the global leader in social media management, today announced Elina Vilk as Chief Marketing Officer (CMO). She will join the company’s executive leadership team that is an industry anomaly at 75% women, and will report to CEO, Irina Novoselsky. "As I looked for our next CMO, Elina stood out for her expertise in harnessing the power of social to glean insights into the needs, wants and pain points throughout the customer's journey,” said Irina Novoselsky, CEO of Hootsuite. “With that she builds authentic relationships that drive revenue and through her role will help guide our customers to do the same.” Elina joins the Hootsuite nest most recently from WooCommerce where she was global CMO. Prior to that, Elina has led global marketing teams at Meta, PayPal, eBay and Visa. “The future of marketing is relationships - and in our increasingly digital world, where better to forge those relationships than on social,” said Vilk. “I’m truly invigorated to be joining Hootsuite at this unique time when the true value of social for businesses and brands has only just started to be realized. I look forward to driving even more value and strengthening those relationships for and with our customers.” With over two decades of marketing experience, Elina brings a customer first approach to the CMO role at Hootsuite. She is a design thinking leader who has proven methodologies that harness the brainpower of the collective, bringing to the forefront deep empathy, insights and customer driven innovation. “Our audience is 35 times larger than that of our competitors—marketers trust Hootsuite to be their guide to the wild world of social,” added Novoselsky. “I am thrilled to welcome Elina to the nest to continue to provide our customers with what they need to innovate on social.” About Hootsuite Hootsuite helps customers harness the power of social to ignite their brand and business. As the global leader in social media management, Hootsuite powers social media for brands and organizations around the world, from the smallest businesses to the largest enterprises. Hootsuite’s unparalleled expertise in social media management, social insights, employee advocacy, and social customer care empowers organizations to strategically grow their brands, businesses, and customer relationships with social media.

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