With rapidly evolving regulatory restrictions, Google announced in early 2020 that they will stop the use of third-party cookies in Chrome, joining a growing list of browsers including Safari and Firefox who have already phased out third-party cookies.
In a report by Google, they stated that “users are demanding greater privacy — including transparency, choice, and control over how their data is used — and it’s clear the web ecosystem needs to evolve to meet these increasing demands”.
Third-party cookies will be replaced by viable privacy-first alternatives that hide individuals in a crowd and keep their online behavior anonymous.
We recently hosted a webinar on 17 June 2021, with a panel of B2B marketing and tech leaders who provided insights into the implications of these changes and what the future of marketing could look like.
This webinar was hosted by Gerry Brown – Chief Customer Rescue Officer at Customer Lifeguard and the expert panel was made up of:
Lilah Waite – Chief Marketing Officer at Lead Forensics
Paula Medeiros – Senior Marketing Manager at Oracle
Amy Kelly – Director, EMEA Marketing at UserTesting
Samuel Roberts – Demand Generation Consultant at Grow Demand
The Key Takeaways
1. Marketers will leverage more targeted marketing through ABM.
Lilah shared her view that there is no need to panic about these changes, saying, “this isn’t the end of online advertising as we know it, instead it’s a movement towards a more targeted approach”
Google’s proposal to move to cohort profiling will mean that marketers must find alternatives to appeal to their ICPs such as account-based marketing (ABM). This sentiment was echoed by the panel, suggesting that increased ABM activity may be the solution and provides an opportunity to refocus and shift the B2B space towards refining and understanding prospects and their needs.
Paula added, “we don’t want to target millions, we want to target the couple thousand who are actually interested in buying software products.
2. It’s an opportunity for marketers to get to know their customers again
Amy suggested that “hopefully, the result of this could be that we become human again… let’s think of these people as people. It’s not B2B, it’s B2P — we’re trying to sell to people.”
There is great value in building impactful relationships with prospects and customers. Cookies have enabled companies to ‘hassle’ prospects at every stage of their journey.
The panel agreed that there should be a movement towards educating and entertaining audiences — striking a balance between the two. In future strategies, the panelists discussed shifting the focus to organic channels and building communities in the landscape.
However, Sam assured that “paid advertising still has its place. Organic plus paid is still the best mix.”
3. Marketers have lost their way, becoming too focused on numbers and less on creativity.
The consensus was that marketers have become too numbers-heavy. The panelists agreed that marketing is a blend of art and science, but the reliance on quantitative insight has turned them into statisticians. The changes to third-party cookies could be an excellent opportunity to get back to more creative solutions, instead of ‘badgering’ prospects as Amy suggests.
Samuel added, “tactics and technology do not overrule core, fundamental, good marketing — it’s just an enabler. Good marketing was happening before third-party cookies”.
This is just the tip of the iceberg, listen to ‘Life After Third Party Cookies: Where do we go from here?’ in full here.
Lead Forensics is an intelligent website visitor identification software that reveals the identity of your previously anonymous website visitors to instantly generate business leads. It works by utilizing intelligent reverse website visitor tracking technology and a global leading database of business IP addresses to track your website visitors, reveal their identity and notify you in real-time. Users are provided with the business name, contact details of key decision-makers and detailed website analytics. This way, you have everything you need to reach out to the right person, with the right information, at just the right time. Book your Lead Forensics demonstration today!