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.