How to Tackle Cookie Changes and Drive Buyer Engagement

Google's initiative to phase out third-party cookies, which has been troubling marketers since 2020, has been scrapped in favor of a new approach.

This promises "greater choice" regarding the cookie types that users opt into while using Chrome. However, given Google's 65% of global browser market share, this represents a potential depreciation in the effectiveness of third-party cookies if users decide to block them by default.

These recent developments bring the importance of building and leveraging first-party databases into renewed focus—particularly given the critical role of data analytics in guiding targeting and enabling organizations to deliver buyers seamless, personalized experiences.

This month's newsletter explores key strategies for anchoring your initiatives with accurate insights, as well as approaches for activating data insights to meet buyer needs and expectations.

75% of marketing and client experience users rely heavily on third-party cookies, with 45% of leaders investing over half their budgets in cookie-based activations.

As a result, the turbulent future of third-party cookies represents a valuable opportunity for organizations to invest in first-party alternatives.

Not only will this be a critical strategy for securing optimal performance, but this can also contribute to favorable positioning, as competitors fail to act.

Recently updated, our guide explores the role of first-party data in driving demand outcomes and outlines actionable steps to establishing your own database to feed your strategies with rich data insights.

Read to get started with first-party data.

The increased complexity of the B2B buyer's journey and greater scrutiny from buyers highlight both the importance of demand, as well as the shortcomings of relying on lead lists.

While the continued adoption of lead lists is no surprise in the face of these challenges (and reduced budgets), they have the potential to do more harm than good by wasting valuable time and resources.

Investing in demand generation strategies is essential for building brand awareness and establishing deep connections with buyers, leading to higher value and longer relationships for your organization.

Our article dives into the differences between demand generation and lead lists, highlighting the lack of ROI from the latter, and how you can achieve better outcomes to drive your growth.

Read to go beyond leads.

80% of clients rate the experience they receive as equally important as the products and services they purchase.

As buyers navigate through a sea of touchpoints from potential vendors, investing in delivering a high-quality experience is an integral element of ensuring that your brand and value resonate.

Our article outlines 5 strategies for enhancing your digital experience to drive buyer engagement and ensure a high-quality buyer's experience.

These range from aligning with your buyer's journey to optimizing your UI and UX, and techniques for evolving your digital presence.

Read to craft rich experiences that build a strong foundation of brand and demand.

The buyer's journey spans more channels than ever, with prospects relying on a broader range of sources to inform their buying decisions, in line with their unique preferences.

Leveraging omnichannel marketing is, therefore, essential for driving consistent engagement and cultivating relationships with your buying group members.

This approach is reliant on the effective tailoring of messaging, creative assets, and content resources both to the strengths and limitations of each channel, as well as the needs of your buyers.

Our article breaks down common mistakes impacting omnichannel performance, and how to build demand with your omnichannel presence in just 5 steps, with detailed examples and strategies to get you started.

Read to engage your buyers where they are.

Thank you for reading!

We hope that this month's content helps empower your strategies with data insights that will set the stage for exponential growth.

Find more content on the trends and top strategies shaping demand performance this year on our Insights page.

See you next month,

The Content Team