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5 STEPS TO FUTUREPROOF YOUR DEMAND WITH FIRST-PARTY DATA AHEAD OF COOKIE CHANGES

Summary

Summary

Summary

 * First vs. third-party data
 * How to collect, analyze, and strategize with first-party data: Five steps
   
   * Optimize your UX and digital presence for first-party data collection
   * Analyze your current first-party database and identify knowledge gaps
   * Address gaps in your first-party database with surveys and partnerships
     
     * How to find a relevant first-party data and content partner
   * How to launch your first campaign with a first-party data partner
   * How to continuously enrich your first-party database
 * Key takeaways




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SYNOPSIS:

 * Why first-party data enables more qualified insights into buyer behavior and
   their challenges when determining purchases
   
   

 * 5 steps on how to collect, analyze, and strategize first-party data to
   futureproof your organization
   
   

 * How to leverage lead intelligence and partners to enrich your audience
   database
   
   




UPDATE

On July 22nd, 2024, Google announced that, instead of phasing out third-party
cookies on its Chrome browser, it will develop an “approach that elevates user
choice.”

In this new approach, users will be able to configure their cookie permissions
within Chrome for their entire web experience, potentially allowing users to opt
out from third-party cookies for all websites. This change is significant, as it
may decrease the available audience for third-party cookies if most users decide
to block them by default.

Despite this, the futureproofing recommendations in this article remain valid.
Chrome has 65% of the browser market share (Stat Counter, 2024), and this new
policy might encourage most of these users to opt out from third-party cookies
entirely.



Since announcing the death of cookies in early 2020 (CNBC), Google has postponed
the technology’s phase-out three times, with the most recent delay in April
2024. Currently, Google plans to end the use of cookies in 2025.

Facing these unexpected delays, B2B organizations have been reluctant to invest
in alternatives to cookie-first strategies and third-party data. Unfortunately,
this delay in investment may set marketers back when the switch does eventually
take place, as most B2B organizations depend on third-party cookies to inform
their campaigns.

According to a 2023 Adobe study, 75% of marketing and client experience users
“rely heavily” on third-party cookies and 45% of leaders are spending over half
of their marketing budgets on cookie-based activations.

Given the integral role cookies play in driving strategies, organizations should
seek alternatives now. Acquiring first-party data and building a proprietary
database (or partnering with first-party content providers) for targeting buyers
is crucial for futureproofing audience datasets. A study by Google and Boston
Consulting Group (2021) found that utilizing first-party data for marketing
almost tripled revenue and generated a 1.5x increase in cost savings.

This article discusses how to prepare for the eventual phase-out of third-party
cookies, by acquiring first-party data and gleaning actionable insights to
protect and optimize your targeting strategies.




WHAT IS THIRD-PARTY DATA?

Third-party data is information on your audience and buyers acquired and shared
via external parties (usually advertising networks). This data is commonly
collected via cookies, which are stored on the user’s device and register their
data.

Third-party cookies facilitate targeting strategies by tracking user behavior
across websites, compiling information from multiple website visits to create an
“advertising profile,” which then serves ads according to their interests.

However, the way third-party cookies inform this profile and assess buyer intent
data is misaligned with the latest insights on B2B buying behavior.

Additionally, browsers such as Mozilla and Safari already block these cookies by
default due to privacy concerns.


FIRST VS. THIRD-PARTY DATA




The goal of data is to understand a target audience and the behavior of key
buyers to plan campaigns that engage them effectively by addressing pain points
and interests.

Below is a table that breaks down the characteristics and benefits of both B2B
user datasets:





Third-party data has the benefit of being readily available, however, it is
often not as reliable as first-party data for gleaning insights from your
audience and understanding your prospects’ objectives and challenges.

Evolving privacy compliance legislation across the world after the General Data
Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and
similar regulations make third-party data a legal risk since some servers do not
audit their datasets, which can contain information from suspicious sources
utilized to defraud users (Mozilla).

INFUSE first-party data includes 252+ million B2B buyer profiles from 16+
million companies in 32+ verticals at all seniority levels and industries.Get in
touch with a demand expert to craft your personalized demand strategy and
connect with key buyers




HOW TO COLLECT, ANALYZE, AND STRATEGIZE WITH FIRST-PARTY DATA: FIVE STEPS




Shifting from a third-party toward a first-party-driven marketing approach
requires careful planning and patience.

The steps outlined in this article serve to facilitate this transition and
ensure that your first-party database and targeting methods are built in a
structured and actionable manner.


#1 Optimize your UX and digital presence for first-party data collection

Generating high-quality, first-party data requires a rich digital brand
experience. Ideally, you should leverage an omnichannel strategy to glean
first-party data from the same buyers across marketing channels, rather than
relying solely on your website.

For example, in the case of social media, you can grow and engage your audience
by promoting gated assets relevant to their needs, such as a whitepaper, to
generate demand. You can then further engage these prospects via lead nurturing
emails and targeted display to build trust and keep your brand top of mind.

BELOW ARE FOUR STRATEGIES FOR BUILDING A RICH DIGITAL BRAND EXPERIENCE:

 * Audit your current digital brand presence: Analyze metrics and user behavior
   via analytics and your Customer Relation Management (CRM) system to determine
   optimizations to your website and other client-facing channels you own
   
   

 * Craft content that addresses key buyer pain points: Set the groundwork
   required for demand generation, by publishing content that addresses key pain
   points and includes opportunities (such as gated assets) for conversions to
   collect first-party data
   
   

 * Design lead nurturing cadences and track intent data: Enrich your first-party
   data on prospective buyers by tracking their behavior across your site and
   gleaning insights from engagement with nurturing materials
   
   

 * Survey bottom of funnel (BOFU) leads: Gain actionable first-party data of
   engaged and qualified prospective buyers to inform your future efforts, as
   well as enrich your buyer personas and Ideal Client Profiles (ICPs)
   
   

With your digital presence geared for engagement, you will naturally generate
first-party data, which you can then analyze for unique insights.

Discover 4 steps for building B2B client journeys that drive conversions


#2 Analyze your current first-party database and identify knowledge gaps

After optimizing your digital presence and collecting data, wait at least three
months to have enough information to provide actionable insights.

ONCE YOU HAVE COMPILED THIS DATA, IDENTIFY COMMON TRAITS BETWEEN YOUR PROSPECTS
AND CLIENTS, SUCH AS:

 * Do your prospects match your buyer persona/ICP?
   
   

 * Do your prospects exhibit behaviors that indicate brand interest (buyer
   intent data)?
   
   

 * How many prospects in your pipeline match your qualification criteria?
   
   

 * What content and topics do prospects engage with the most?
   
   

 * What content pages have UX issues (high bounce rate, low time on page, etc.)
   
   

Asking these questions is key to analyzing and filtering your database to make
it actionable (lead intelligence), which can then inform necessary optimizations
to your digital presence and UX.

Compiling data as lead intelligence allows you to identify what is missing in
your first-party database. From this, you will be able to develop a deeper
understanding of your buyers and be better informed to drive your demand
generation success.

Discover 3 real-world scenarios where INFUSE demand strategists leveraged lead
intelligence to drive ROI


#3 Address gaps in your first-party database with surveys and partnerships

After analyzing your first-party database, you may find gaps in your tracking
such as a lack of clarity on how buyer pain points shift across the buying
journey. For example, the challenges at the top of the funnel may be clear, but
as prospects reach the end of the buying cycle, there is a lack of data insights
on their top challenges and how to engage them.

Conducting surveys is a simple way to engage these prospects with queries on
specific knowledge gaps you would like to address. However, fielding this direct
feedback requires establishing strong client relationships (and often
incentivization). Client surveys should also be conducted routinely to fuel
analysis and demand performance, making this a valuable strategy but also a
difficult one to implement without support.

Collaborating with partners that own opt-in media ecosystems combats this issue
as they are able to supply relevant, full-funnel data insights on prospect
behavior, including their top challenges and their intent.

Therefore, partnering is an effective strategy for bolstering your first-party
database after your own enrichment processes. Given their flexibility,
partnerships are often cost-effective, agile, and can be scaled easily—to
include other networks and content publications that are valuable for engaging
your buyers, for example.

HOW TO FIND A RELEVANT FIRST-PARTY DATA AND CONTENT PARTNER

There are many B2B content distributors available, which can make it challenging
to determine the most relevant one for your audience.

HERE ARE SOME FACTORS TO CONSIDER WHEN DECIDING ON A FIRST-PARTY DATA CONTENT
PARTNERSHIP:

 * What publications does the partner have in my industry? Does my audience
   engage with these publications?
   
   

 * How many profiles do they have in my audience? Does their data cover elements
   that will not be redundant in my own database (such as unique buyer intent
   signals or behaviors)?
   
   

 * How does the partner track data? Is it privacy compliant?
   
   

 * How does the partner engage and nurture prospects? How are they routed toward
   my solutions?
   
   

 * Does this partner have a solid brand reputation and voice in the market?
   
   

 * Does this partner have good financial health?
   
   

 * What is this partner’s technological readiness, and do they train and enable
   their teams?
   
   

While most partners should share this information with you, it is valuable to
have these questions prepared ahead of time (to name but a few). Guide this
process by first deciding why you seek a partnership to enrich your database and
demand generation strategies. This will then serve to anchor your evaluation
process.


#4 How to launch your first campaign with a first-party data partner

After selecting your partner, establish a trial agreement to ensure that the
partnership is the right choice, as well as to determine optimizations to make
to the next campaign. To determine its success, focus your pilot campaign on a
few key objectives to indicate performance.

BELOW IS A FRAMEWORK TO CONDUCT A PILOT CAMPAIGN WITH A PARTNER:

Content pilot with a first-party data partner

Evaluating partners carefully and conducting trials is key to avoiding wasted
spend and time with inefficient campaigns.

With access to 252+ million B2B profiles from 16+ million companies, we are
strategically positioned to connect you with your local audience, no matter how
niche.Talk with a demand expert to obtain first-party data and qualified
engagement


#5 How to continuously enrich your first-party database

To ensure that your organization has a robust first-party database, you must
first establish processes to manage the flow of new data insights.

BELOW ARE SIX RECOMMENDATIONS FOR ESTABLISHING DATAFLOWS TO REFRESH AND FEED
YOUR FIRST-PARTY DATABASE:

 * Run ongoing nurturing campaigns with prospects and clients: For prospects,
   develop touchpoints that help to evaluate their response to specific themes
   and pain points. For clients, develop nurture cadences focused on your
   solutions and utilize Net Promoter Score (NPS) questionnaires and surveys to
   determine their satisfaction with specific products and their overall
   experience.
   
   

 * Find a trustworthy partner and launch a content campaign per quarter: By
   engaging your target audience via partners, such as with a long-term 10+
   touch email nurture, you can generate demand and collect data insights to
   inform your Go-to-Market (GTM) strategy.
   
   

 * Perfect your lead intelligence methodology: By collecting actionable lead
   intelligence from nurturing and outreach campaigns, you can glean valuable
   and timely insights into your audience’s challenges. This first-party data is
   particularly valuable for informing updates to your Unique Value Proposition
   (UVP) and messaging.
   
   

 * Establish alignment and data sharing across client-facing teams: By pooling
   data insights from marketing, sales, client success, and other client-facing
   teams at your organization, you can gain unique insights and suggestions for
   enriching your first-party database. Establishing an internal communication
   channel for interdepartmental alignment and scheduling frequent alignment
   meetings is ideal for ensuring a consistent flow of insights.
   
   

 * Utilize AI to analyze campaigns in bulk and generate synthetic data:
   Synthetic data (based on authentic data), extrapolates common patterns in
   your target audience, allowing you to craft trial campaigns for different
   segments, as well as test different channels and messaging.
   
   

Learn more about leveraging AI for demand generation

 * Adopt an Account Based Experience (ABX) approach: ABX is account-focused
   outreach that engages accounts and their entire buying group with a
   personalized brand experience. Therefore, it is well suited for collecting
   rich, first-party data that can inform your overall efforts for other
   accounts in the same niche.
   
   

Explore how to drive qualified demand with ABX in 3 steps




KEY TAKEAWAYS




Below are four takeaways to keep in mind when establishing your first-party
database to support performance and ensure its longevity:

 * Build a rich brand experience supported by demand generation programs: A rich
   brand experience will enable your website and channels to drive first-party
   data collection. Meanwhile, demand generation will allow you to continuously
   field valuable new insights from audience engagement
   
   

 * Conduct surveys with BOFU prospects and clients: Surveying qualified
   prospects and loyal clients is the best way to obtain first-party data and
   insights on your audience’s key challenges—as well as overall brand sentiment
   and feedback on your solutions
   
   

 * Leverage lead intelligence when engaging teams and analyzing campaigns:
   Focusing on lead intelligence as a method for collecting and analyzing data
   and insights helps to determine actionable steps to take for your GTM and
   demand strategy
   
   

 * Partner with a first-party data providers and content distribution networks:
   By engaging with a network that includes rich profiles relevant to your
   niche, you can quickly enrich your first-party database and inform future
   campaigns
   
   

INFUSE demand experts tailor demand programs to match your growth objectives and
resonate with your key buyers



Contact the team to craft your demand strategy and drive qualified engagement





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Article

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Read more
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