Cookie-less ABM: What Should B2B Marketers Expect?

Apurva Pathak | July 8, 2022 | 399 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

DSS Research

DSS Research is an innovative market research firm that applies quantitative and qualitative methodologies, matched with state-of-the-art technology, to conduct market research studies for health care organizations. As a result, our clients gain invaluable actionable research, high-end analytics, and market insights into an ever-changing industry and the people they serve. DSS Research has been in business since 1982 and employs over 350 individuals operating from three different locations...

OTHER ARTICLES
ACCOUNT BASED EXECUTION

Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | July 13, 2022

Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

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PROGRAMMATIC ABM

The 5 Things to Know About Account-Based Marketing

Article | June 9, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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BUYER INTENT DATA

5 Steps for Succeeding in Account-Based Marketing

Article | October 7, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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Spotlight

DSS Research

DSS Research is an innovative market research firm that applies quantitative and qualitative methodologies, matched with state-of-the-art technology, to conduct market research studies for health care organizations. As a result, our clients gain invaluable actionable research, high-end analytics, and market insights into an ever-changing industry and the people they serve. DSS Research has been in business since 1982 and employs over 350 individuals operating from three different locations...

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Calendly Launches Routing for Sales and Marketing Teams to Drive Revenue

Calendly | March 30, 2023

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Demandbase Announces Q1 Wins with DocuSign, IBM, Unisys & More

PR Newswire | March 29, 2023

Demandbase, the Smarter GTM™ company that helps B2B organizations hit their revenue goals, today shares the addition of new marquee customers in Q1 and applauds its customers' recent successes. This quarter, the company has seen growth with contract renewals and/or expansions with many of its most noteworthy customers, including DocuSign and Unisys, and welcomes new customers aboard, including LightEdge Solutions, Vaimo, and PlainID. Demandbase is also thrilled to highlight its customers' achievements in transforming their go-to-market strategies. IBM ran successful US Open campaign using Demandbase data and personalization IBM recently created a website experience around their sponsorship of the US Open and used Demandbase data to identify new accounts visiting the page. As a result, they identified 3X the number of accounts compared to the previous year and 2X their top accounts, for whom they were able to deliver personalized experiences. Given its success, IBM is planning to replicate the campaign when they work on future key events like the GRAMMYs, Masters, Wimbledon, and others. "Demandbase adds value to our client engagements by giving us the account insights we need to personalize those experiences," said Sophia Agustina, global demand strategy, Cross-IBM. Once they identified their top accounts who visited the US Open website, they sent that data to sales to take action on, along with the recommended follow-up. Their CMO, IBM Consulting, Karen Feldman added, "These account insights are invaluable – knowing what our clients are looking for and being able to proactively tailor and personalize their experience is a true win-win for both our clients and IBM." (Read full case study.) Accela drives reach and pipeline with Demandbase account intelligence Fueled by insights gleaned from Demandbase data, Accela increased their target account reach by 74%, increased registrations and webinar attendance, and generated 15% of their pipeline in less than 12 months. After a month's-long search and in-depth data analysis, Accela selected Demandbase because of the strength and accuracy of its data. "Demandbase is pivotal to informing our sales team where to prospect next and source new pipeline," confided Steffanie Zazulak, sr. manager, field marketing, Accela. (Read full case study.) "We've said it before, but the greatest marker of our own success is our customers' success," said Alyssa Opella, senior vice president of customer experience at Demandbase. "It's not only validating to us to see how our solution has helped fuel such impressive business results for global brands; it's also a joy. We're really proud of the relationships we've created, the product we've built, the results we're driving, and the new customers who are trusting us with their go-to-market success." To learn more about how other customers are winning with Demandbase, please visit https://www.demandbase.com/resources/case-studies/. About Demandbase Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By aligning your sales and marketing teams around a combination of your data, our data, and artificial intelligence — what we call Account Intelligence — so you can identify, engage, and focus your time and money on the accounts most likely to buy. That's Smarter GTM™.

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6sense Reports Fifth Year of Growth with Industry-Leading Revenue

6sense | March 10, 2023

On March 9, 2023, 6sense, the platform transforming how B2B organizations create, manage and convert pipeline to revenue, announced its fifth consecutive year of top-line performance, leading into 2023. In addition, the company reported impressive results for its fiscal year, including a 70% overall revenue growth compared to the previous year. 6sense also achieved high new customer acquisition rates and net revenue retention, demonstrating the significant value delivered to its customers using 6sense Revenue AI™. 6sense's impressive growth in FY23 is attributed to its strategic focus on expanding its product offerings, entering new markets, and growing its ecosystem. In addition, the recent launch of Conversational Email in October 2022, which utilizes Generative AI and GPT technology, has led to notable customer success, demonstrating the ability to enhance team efficiency by completing 400 to 500 hours of manual work in a day. This has been achieved through sending and responding to marketing and sales emails. The company continues differentiating itself through product innovation, consistently delivering on a customer-driven roadmap. In FY23, the company introduced several new products, enhancements, and integrations that contributed significantly to its success. It experienced a 30% increase in employee count worldwide by the end of 2022, as it established a robust presence in crucial markets. The employee growth in EMEA and APAC was driven by market demand and priorities. The company's London presence significantly changed, with 45 full-time employees. In comparison, APAC now has over 400 full-time employees, primarily in India, and a growing company in Singapore after acquiring Saleswhale. 6sense is also recognized for its innovative contributions to the market, receiving 40 industry and workplace awards in FY23. About 6sense 6sense is a B2B marketing and sales intelligence platform that uses artificial intelligence to help businesses identify potential customers and predict their buying behavior. The platform provides insights into which companies are currently in-market for a particular product or service and detailed information about their interests, pain points, and the likelihood of making a purchase. This enables sales and marketing teams to create targeted campaigns and personalized experiences that are more likely to result in conversions. 6sense was founded in 2013 and is headquartered in San Francisco, California.

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Demandbase Announces Q1 Wins with DocuSign, IBM, Unisys & More

PR Newswire | March 29, 2023

Demandbase, the Smarter GTM™ company that helps B2B organizations hit their revenue goals, today shares the addition of new marquee customers in Q1 and applauds its customers' recent successes. This quarter, the company has seen growth with contract renewals and/or expansions with many of its most noteworthy customers, including DocuSign and Unisys, and welcomes new customers aboard, including LightEdge Solutions, Vaimo, and PlainID. Demandbase is also thrilled to highlight its customers' achievements in transforming their go-to-market strategies. IBM ran successful US Open campaign using Demandbase data and personalization IBM recently created a website experience around their sponsorship of the US Open and used Demandbase data to identify new accounts visiting the page. As a result, they identified 3X the number of accounts compared to the previous year and 2X their top accounts, for whom they were able to deliver personalized experiences. Given its success, IBM is planning to replicate the campaign when they work on future key events like the GRAMMYs, Masters, Wimbledon, and others. "Demandbase adds value to our client engagements by giving us the account insights we need to personalize those experiences," said Sophia Agustina, global demand strategy, Cross-IBM. Once they identified their top accounts who visited the US Open website, they sent that data to sales to take action on, along with the recommended follow-up. Their CMO, IBM Consulting, Karen Feldman added, "These account insights are invaluable – knowing what our clients are looking for and being able to proactively tailor and personalize their experience is a true win-win for both our clients and IBM." (Read full case study.) Accela drives reach and pipeline with Demandbase account intelligence Fueled by insights gleaned from Demandbase data, Accela increased their target account reach by 74%, increased registrations and webinar attendance, and generated 15% of their pipeline in less than 12 months. After a month's-long search and in-depth data analysis, Accela selected Demandbase because of the strength and accuracy of its data. "Demandbase is pivotal to informing our sales team where to prospect next and source new pipeline," confided Steffanie Zazulak, sr. manager, field marketing, Accela. (Read full case study.) "We've said it before, but the greatest marker of our own success is our customers' success," said Alyssa Opella, senior vice president of customer experience at Demandbase. "It's not only validating to us to see how our solution has helped fuel such impressive business results for global brands; it's also a joy. We're really proud of the relationships we've created, the product we've built, the results we're driving, and the new customers who are trusting us with their go-to-market success." To learn more about how other customers are winning with Demandbase, please visit https://www.demandbase.com/resources/case-studies/. About Demandbase Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By aligning your sales and marketing teams around a combination of your data, our data, and artificial intelligence — what we call Account Intelligence — so you can identify, engage, and focus your time and money on the accounts most likely to buy. That's Smarter GTM™.

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6sense Reports Fifth Year of Growth with Industry-Leading Revenue

6sense | March 10, 2023

On March 9, 2023, 6sense, the platform transforming how B2B organizations create, manage and convert pipeline to revenue, announced its fifth consecutive year of top-line performance, leading into 2023. In addition, the company reported impressive results for its fiscal year, including a 70% overall revenue growth compared to the previous year. 6sense also achieved high new customer acquisition rates and net revenue retention, demonstrating the significant value delivered to its customers using 6sense Revenue AI™. 6sense's impressive growth in FY23 is attributed to its strategic focus on expanding its product offerings, entering new markets, and growing its ecosystem. In addition, the recent launch of Conversational Email in October 2022, which utilizes Generative AI and GPT technology, has led to notable customer success, demonstrating the ability to enhance team efficiency by completing 400 to 500 hours of manual work in a day. This has been achieved through sending and responding to marketing and sales emails. The company continues differentiating itself through product innovation, consistently delivering on a customer-driven roadmap. In FY23, the company introduced several new products, enhancements, and integrations that contributed significantly to its success. It experienced a 30% increase in employee count worldwide by the end of 2022, as it established a robust presence in crucial markets. The employee growth in EMEA and APAC was driven by market demand and priorities. The company's London presence significantly changed, with 45 full-time employees. In comparison, APAC now has over 400 full-time employees, primarily in India, and a growing company in Singapore after acquiring Saleswhale. 6sense is also recognized for its innovative contributions to the market, receiving 40 industry and workplace awards in FY23. About 6sense 6sense is a B2B marketing and sales intelligence platform that uses artificial intelligence to help businesses identify potential customers and predict their buying behavior. The platform provides insights into which companies are currently in-market for a particular product or service and detailed information about their interests, pain points, and the likelihood of making a purchase. This enables sales and marketing teams to create targeted campaigns and personalized experiences that are more likely to result in conversions. 6sense was founded in 2013 and is headquartered in San Francisco, California.

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