As the world moves to a cookie less environment, it restricts B2B marketing teams from gathering and storing data efficiently. CMOs should consider designing and implementing strategies that assist enterprises in adapting to the privacy-first environment.
There is a paradigm shift in data protection policies, and the B2B marketing teams need to track and implement the relevant ones to ensure compliance. The recent changes in the data privacy policies are restricting the presales team’s ability to track their total addressable market through web and mobile devices and analyze the marketing campaign’s performance.
CMOs need to adopt intelligent strategies to gather data and engage prospects while maintaining privacy in a privacy-first environment. Here are a few techniques that B2B enterprises CMOs should consider adopting, to be compliant with all the data privacy policies:
Also Read: Developing a High-Performance Marketing Team
Evaluate the existing data collection and storage processes
B2B marketing teams need to evaluate all the first, second, and third-party data sources that fuel presale campaigns. Furthermore, it is essential to analyze the compliance set by various channels, partners, and vendors to collect, store, utilize and delete data. CMOs should consider a compliance checklist from a customer journey perspective.
Presales teams should consider analyzing their target audience and their preferences to understand what data is required to suffice the client’s needs. Marketing professionals need to have a clear understanding of what data needs to be collected first instead of gathering data and then figuring out what to do with it. Enterprises that embrace a data hoarding culture that includes collecting and storing irrelevant data are more vulnerable to breaches and other compliance issues.
Implement privacy by design approach to presales campaign
There is a constant evolution in the privacy policies laid down by the regulatory bodies. One of the most effective ways to overcome changing data privacy laws is to implement stringent standard data collection, storage, and utilization processes. CMOs should consider designing a B2B marketing strategy that can easily adapt to the evolving privacy-first era. It is essential to set up marketing compliance processes that are proactive to the regulatory changes rather than reactive to the law updates.
Bank on first-party data and embrace a double opt-in process
As the world slowly moves to a cookie less environment, B2B marketers find it difficult to tap the lookalike audiences. Email, texts, and other channels are handy tools for sales and marketing teams to develop a personal relationship with their prospects. One of the most effective ways for the B2B presales teams is to explore the first-party data and integrate it with second-party intent data to ensure when the high-quality leads are gathered; the teams can pick up the conversion from the last point.
In a privacy-first era, B2B businesses can align permission-based third-party data wherein the users have accepted other channels with first-party data to maintain privacy. There are platform marketplaces that utilize audience segmentation and buyer cohorts to get user consent, which is why it is challenging to make sense of layers of data. A few big enterprises appoint data analysts and scientists to overcome the challenge of makings sense of data layers.
Build an innovative rich work culture
B2B marketing teams have limited access to third-party targeting and data segmentation due to the evolution in privacy policies. CMOs should consider implementing an innovation-first work culture to adapt to the privacy-first era. A marketing strategy that has a mix of first-party data and intent-based third-party data for efficient marketing, new loyalty, and retention strategies will help businesses to engage customers and minimize the dependence on third-party data.
Marketing teams that integrate identity resolution technology enhance message delivery processes and explore creative ways to gather zero-party data. Integrating innovative ways into the marketing campaigns while considering evolving privacy policies, will enrich the B2B experience and keep privacy as a top priority in privacy first era.