With the world going cookie-less, B2B marketers should maximize every opportunity and tool at their disposal to still help operate and provide a competitive advantage.
In March 2021, Google confirmed that it plans to depreciate third-party cookies in Chrome by 2023 after announcing its plans in June 2022. While this provided a sigh of relief for B2B marketers, eliminating third-party cookies was inevitable. With less than a year remaining to identify the solution that allows them to track users’ browsing history to create a personalized web experience, B2B marketers are under immense pressure. However, if they take strategic steps to plan for a cookieless future in advance, they will be in a better position to a seamless transition to a cookieless world.
Also Read: Four Ways to Maximize the B2B Marketing Budget
Here are a few steps B2B marketers can take to prepare for a cookie-less world:
Develop a data-first strategy depending on the real people
Succeeding in a cookieless world requires B2B marketers to gather data and insights. This means that they should collect quick-turn insights to get a better overview of their target audience. Not only that but doing so can also help to test new product positioning in the market and advertise creatively to successfully address customers’ pain points. By assessing data-driven insights over time, B2B can help to set long-term business goals. One of the best ways to successful data-driven marketing is to concentrate on insights from real people who willingly and explicitly share their data with the brand, also known as zero-party data. Additionally, data derived from real people can provide insights that B2B marketers can trust. Furthermore, it provides the building blocks for better decision-making and more effective marketing campaigns.
Create a frictionless journey for customers
B2B marketers can use the zero-party data to start providing customers with the most relevant and frictionless journey. They should begin with transparent consent mechanisms, determine and collect the correct data while leveraging that data more efficiently.
Also Read: Four Ways B2B Brands Can Leverage Artificial Intelligence in Marketing
Assess the Martech stack
The coming decade will be geared towards first-party relationships. It will be dependent on a clearer and transparent value exchange between the brand and customers. While this means B2B marketers will have to deal with a few intermediaries, they will have more tools to help strengthen their own relationships. At the same time, B2B marketers will also have to let go of technologies in their Martech stack that cannot function without utilities such as third-party cookies. Therefore, it is crucial that B2B marketers audit and investigate how their present solution will make the jump. B2B marketers should also discuss with their partners how they can work without any user-level identifiers at their disposal. If their present partner fails to answer these questions, it is time for B2B marketers to start finding someone who can.
Hold the paid media accountable
Third-party cookies empowered organizations to build timestamps of a broader percentage of ads that a customer views. It also allows marketers to identify which ads were the most influential. But, in a world, without them, it will be difficult for B2B marketers to hold their media partners accountable and every one of them will have to be incentivized to take credit for selling the latest products. Therefore, B2B marketers should collaborate with them to centralize their available media data alongside their first-party data. This will help them to build frameworks that will allow marketers to get an independent view of the performance.
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