2. Use intent data to drive content decisions
Providing content to support buyer research at various stages of the buying cycle is crucial to successful nurture and conversion. With the help of third-party B2B buyer intent data, marketers can understand content consumption patterns that buyers show on third-party websites. Marketers can then use these insights to effectively personalize content and messaging for each prospective buyer.
For instance, if a buyer has not opened campaign emails in a while but has been researching competitors on third-party platforms, then running a campaign with re-engagement content might be a good idea. Similarly, for buyers in the exploration and evaluation stages of the buying process, teams can adjust the content and the campaign messaging to better reach and engage that audience.
3. Prepare ahead for privacy and regulatory concerns
Capturing and using third-party B2B buyer intent data faces headwinds from privacy advocates and government regulators as awareness and concerns around online data collection grow.
Although website cookies have been the go-to method to track online behavior for the past two decades, rising concerns with cookies are nudging a change in standard industry practices. For instance, smart cookie-blocking technology like Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default.
Regulations like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) also changed the way marketers deploy third-party tracking cookies and collect contact information. They now require overt acceptance of tracking cookies, making it more difficult to track buyers around the internet.
In such a climate, it is crucial to stay informed on the latest privacy and regulatory developments. It is also important to think ahead and ensure that all third-party B2B buyer intent data used is obtained and processed with caution.