With concerns around data at an all-time high, B2B marketers have found themselves in a bit of a pickle. By keeping themselves updated with the latest trends around data, they will be better able to capitalize on them.
The tracking of cookies has significantly decreased over the past year. With concerns around data privacy and confidentiality continuing to gain traction, B2B marketers are finding it difficult to create better campaigns and experiences for their customers. Additionally, they are more concerned about future-proofing their tech stack and marketing strategy when they do not have the most significant asset to drive and strengthen them.
However, even with the uncertainty and change, 2022 will provide an ample amount of opportunities for B2B marketers. With the new regulations and emphasis on first-party data, B2B marketers will be able to re-define their use of data to drive better engagement with prospects while simultaneously optimizing their campaign performance.
Here are five data transformations trends that B2B marketers can capitalize on to future proof their tech stack and marketing strategy stepping in 2022:
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Cookies will cease to exist
It is no secret that cookies have been the biggest concern for customers since it tracks their online activities. However, with major search engines and browsers taking steps against its usage, cookies have quickly become null and void long than anyone thought they would. This will result in B2B marketers abandoning cookies in the coming months. They will look for alternatives in the martech and ad tech to provide a longer-term solution. This will enable them to produce the same, if not better, insights into customers and prospects.
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Leverage all the available data at their disposal
“The more data generated from consumers, the better,”
says Dmitri Lisitski , Co-Founder and CEO, Influ2. She adds, “Why? Advertisers have relied heavily on various data sources, including but not limited to cookies, to improve the user experience. When used correctly, that data can deliver more relevant ads to consumers. On the flip side, data also provides helpful insights to advertisers that are on the mission to offer personalized experiences. In other words, more relevant ads are more effective for both consumers and advertisers. The industry will grapple with how to provide enough control over privacy while creating a better experience for the consumer.”
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Unified IDs will be the focus area for B2B marketers
Unique ID of customers will enable B2B marketers to track their entire digital ecosystem without the requirement of additional syncing. It provides an avenue for B2B to thrive in today’s cookie-less world. Since unique IDs have longer shelf lives than cookies, it makes it easier for B2B marketers to build audiences, attribute behavior trends as well as measure activation outcomes over time. The increased usage of Universal IDs of customers will translate into reliable and accurate data for marketers that provide a wider picture of intent.
Also Read: Integrating Agile-approach into Digital Marketing: Implementation and Efficiencies
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Using data integration to get a clearer view of the customer
To truly take advantage of the data at their disposal, B2B marketers will seek to remove data silos and integrate all the insights into a unified platform. It will allow the B2B marketers to get a clearer and accurate view of their prospects and customers. B2B marketers that will succeed in embracing these shifts in the data landscape will be better able to achieve the objectives of their marketing efforts and reap the benefits of respectively.
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