Skip to main content

In the bustling kitchen of digital marketing, third-party cookies have long been the secret ingredient for B2B teams. They add flavor to their campaigns and help sales and marketing teams craft personalized experiences for their audience. 

However, the head chef (aka Google) is changing the menu to meet customer demands.

As this new data menu approaches, B2B teams should don their aprons, dust off their rolling pins, and whip up a new batch of strategies. 

Let’s bake up some insights on why this shift is crucial.

The Cookie Crumble

Third-party cookies (3PC), those tiny morsels of code that track users across the web, have been instrumental in powering targeted advertising and personalized marketing efforts for years. 

Yet, concerns over privacy and regulatory changes have stirred the pot. With major browsers like Chrome phasing out support for third-party cookies, the digital kitchen is transforming.

The General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States, both of which prioritize user privacy, have cast a shadow over the future of 3PC

3PC & Mixing Up B2B Marketing

This change represents a significant challenge for B2B teams accustomed to leveraging third-party cookies for audience segmentation, a process of dividing your audience into smaller groups based on specific criteria, retargeting, and measuring campaign effectiveness. Without these cookies, traditional targeting methods crumble, making it harder to reach and engage potential customers. 

According to a recent Adobe study, 75% of marketers rely heavily on 3PC as part of their go-to-market strategy. That means a majority of B2B marketers are currently executing campaigns that use 3PC to target and serve ads. This statistic underscores the widespread use and potential impact of the phase-out of third-party cookies. 

Current marketing example with third-party cookies:

The shift in third-party cookies:

Future marketing example without the use of third-party cookies:

Besides serving ads and personalization, the loss of third-party cookie-based tracking threatens to disrupt analytics and reporting. 

For example, you may no longer be able to track the exact path a customer took to make a purchase, making it difficult to measure the true ROI of marketing initiatives.

It’s like trying to bake cookies without flour – things just don’t come together as they used to.

How Customer Acquisition Strategy Will Be Impacted by Third-Party Cookies

 
Current StrategyFuture Strategy
Ad TargetingSpecific accounts & prospects that fit your ideal customer profileGroups (or cohorts) that share similar traits and interests to your ideal customer profile
MeasurementUser-centric metrics (CTR, View Through, etc.) and Account-level multi-touch attribution/influenceBehavior-based metrics (reach, influence, etc.)
PersonalizationRetarget individuals based on web activities and offer landing page personalization (account or user-specific)Rely on alternative data sources to build best-fit identity graphs
ProspectingDeanonymize engaged prospects for personalization by BDRs/SDRsRely on alternative data sources to build best-fit identity graphs

Crafting a New Go-to-Market Recipe

In times of change, B2B teams must roll up their sleeves and get creative. 

Here’s how to whip up an impactful strategy for the post-cookie era:

  1. Focus on First-Party Data: Instead of relying on store-bought ingredients, focus on gathering and leveraging first-party data straight from your customers. This includes data gathered from interactions on your website, CRM systems, email campaigns, and other channels you own. First-party data is like farm-fresh eggs – reliable, transparent, and includes valuable building blocks for your go-to-market teams.
  2. Invest in Contextual Targeting: Shift your targeting strategy from cookie-based tracking to contextual targeting. Instead of relying on crumbs left over from user behavior, target audiences based on the content they consume. Contextual targeting ensures your ads are relevant to the webpage’s context, increasing their effectiveness.
  3. Explore Alternative Identification Methods: Explore alternative identification methods such as email addresses, hashed IDs, or device IDs for targeting and tracking purposes. While these methods have limitations and privacy considerations, they can provide valuable insights into customer behavior. They may be new to your recipe book but can add valuable depth and spice to your marketing mix.
  4. Collaborate with Partners: Don’t bake alone! Work closely with account-based marketing agencies, advertising platforms, data providers, and technology partners to explore new solutions and best practices for navigating the post-cookie landscape. Collaboration and knowledge-sharing will be vital to staying ahead of the curve.

Say ‘Yes, Chef’ to a New Era

The sun may be setting on the era of third-party cookies, but fear not—the oven is still warm, and plenty of data morsels are waiting to be added to the mix. By embracing change, investing in first-party data, adopting new targeting strategies, and collaborating with industry partners like RenderTribe, B2B teams can whip up a recipe for success in the cookie-free era. 

So preheat your ovens, gather your mise en place, and let’s bake up some sweet success together!

Let’s Talk Go-to-Market Strategy in a Post-3PC World

Contact Us