Zero-Party Data Strategy for the B2B Marketer
As we collectively venture further into the era of data deprecation and walled gardens, brands are more focused on gathering zero-party data. And while that may seem to be a simple enough task for eCommerce and lead generation brands, the feat of successfully gathering zero-party data has understandably posed some new challenges for many B2B marketers.
If you’re thinking that B2C companies have it easier in terms of providing tangible and instant benefit in exchange for customer data, you’re not alone. As a B2B marketer myself, I understand that because of many B2B offerings, it likely isn’t feasible to launch an email collection campaign simply offering 20% off, then watch the zero-party data pour in. However, that doesn’t mean that B2C companies get to have all the fun. B2B companies can still provide value and enhance prospect and customer experiences through transparent and consent-centric data collection efforts.
In case you haven’t heard what gathering meaningful zero-party data is all about, it’s providing your users with an instant— and readily apparent— benefit in exchange for them willingly choosing to provide you with some information about themselves. But, if your B2B company offers a service or SaaS product, you may be wondering: What instant benefit can you provide your user when you’ve got a notoriously extended sales cycle, a steep funnel, and an even longer list of decision-makers to get on board? Time savings, additional knowledge, and a reduced-friction journey— that’s what.
B2B brands experience unmatched nuance from many angles, and the collection of zero-party data is no different. Sure, you probably can’t offer a free shipping promo in exchange for your site visitors filling out a quick questionnaire, but that certainly doesn’t mean that you can’t provide them an instant benefit for choosing to share a bit about themselves— all it takes is a bit of planning and creativity.
If you’re interested in learning more about how you can future-proof your marketing strategy and fortify your brand for the new cookieless era, contact Rise today.