How personalisation cultivates engaged first-party audiences
Today’s digital landscape has made personalisation a must-have for B2B marketers. But as the conversation around third-party cookies thickens, our GTM Director, Ashley Evans discusses navigating the evolving data privacy landscape and the advantages of building robust first-party audiences.
In May, I wrote a piece asking our dear readers if their businesses were ready for the end of third-party cookies and the Digital Markets Act (DMA). In it, I covered how and why the DMA’s introduction was such a big deal for us in B2B and why first-party data is the new gold standard.
Obviously, Google’s decision to reverse course on deprecating third-party cookies has complicated matters. Businesses that weren’t prepared for the phase-out may feel like they don’t have to change much. However, if anything, I’d argue that it highlights exactly why B2B organisations should rely on third-party data shouldn’t form their data strategies.
First, a quick recap
The introduction of the DMA across Europe has led to widespread changes to the digital landscape – the most pertinent of which is the long and drawn-out, and now defunct, deprecation of third-party cookies. This has meant that since 2021, businesses that rely on targeting to reach their customers (read: everyone) have had to find new avenues to build, target, and tailor outreach to audiences. And that rightfully put the spotlight on first-party data.
What Google’s change of heart means for us in B2B
The decision to delay the phase-out of third-party cookies may provide marketers with a temporary reprieve. But while it gives us more time to adapt to the DMA’s impending changes to digital marketing and data privacy, it shouldn’t stop you from developing robust first-party data strategies.
Building strong first-party audiences has wide-ranging benefits. It allows you to maintain control over customer data and its quality, helps enhance personalisation, and ensures compliance with constantly evolving privacy regulations. What’s more, a focus on first-party data also enables you to create more meaningful and direct relationships with clients – leading to improved customer insights and more effective marketing campaigns.
So, why should you build out personalised web experiences in today’s ever-changing landscape? Let me break it down for you.
Prevent customer churn
Studies show that 80% of buyers switch suppliers within two years due to poor customer experiences. Personalisation extends beyond lead generation and conversion, helping businesses like yours retain existing customers.
Imagine a business resource centre with tutorials, videos, FAQs, and troubleshooting guides personalised directly to your needs. The dream, right? Today’s B2B organisations want tools to learn and solve problems independently without having to contact someone. Personalisation meets this need and reduces churn.
Meet buyer expectations
65% of B2B buyers say they’ll consider switching suppliers if a company doesn’t personalise their digital experience. Personalisation has become the norm online, and B2B buyers expect the same level of relevance. Whether it’s tailored content, recommendations, or targeted messaging, meeting these expectations is essential for retaining and attracting customers.
Boost website engagement with relevant content
Generic content doesn’t cut it, with 63% of senior-level executives stating they find online content too generic for their needs. When you create content for everyone, it pleases no one. Instead, personalise blog posts for different job roles, sales funnel stages, and industries. Relevant content keeps visitors engaged, encourages exploration, and positions your brand as a valuable resource.
Reduce bounce rates
Creating a hyper-personalised experience for each visitor keeps them on your site for longer. Think of it like Netflix – you don’t spend that much time on a platform without it recommending content based on your viewing behaviours. By reducing bounce rates, you keep potential leads engaged and increase the chances of conversion. That’s why, instead of burdening visitors by having them sift through your blog and content assets, use technology that does the heavy lifting for you.
Self-nurture leads
Personalisation isn’t just about content; it’s also about how you distribute it. B2B buyers spend most of their time researching online, so personalised content allows leads to educate themselves at their own pace. AI-driven technology recommends content based on a visitor’s stage in the sales funnel using intent data. By empowering self-nurturing, you build trust and credibility with potential customers.
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As the future of third-party cookies remains up in the air and privacy regulations tighten, B2B marketers must prioritise personalised website experiences. By reducing bounce rates, nurturing leads, preventing churn, meeting buyer expectations, and delivering relevant content, you’ll build strong first-party audiences that drive growth and success in the evolving digital landscape.
Remember, personalisation isn’t just a trend, it’s a strategic imperative for B2B marketers aiming to thrive in a potentially post-cookie era. 🚀
Learn more about how we can help you with first-party personalisation. Get in touch!