Well! Voice search technology is booming, fundamentally changing how people consume information online. And for B2B sales professionals, this shift presents a unique opportunity. By optimizing your sales strategy for voice search, you can position your business to capture these early leads and convert them into loyal customers.

This blog will explore the intersection of sales and voice search optimization (VSO). We'll also explore the rising popularity of voice search and its impact on the B2B sales funnel.

The Rise of Voice Search and its Impact on Sales 

Gone are the days of typing keywords into search bars. Today, many users are turning to voice search technology for convenience and a hands-free experience.

Here's a closer look at the factors driving the adoption of voice search and how it's changing the B2B sales game

Convenience is King

Voice search allows users to access information quickly and easily, especially on mobile devices. Imagine a busy B2B professional researching a new software solution while commuting – voice search provides a seamless way to gather information without breaking stride.

The Rise of Mobile

The increasing popularity of smartphones and smart speaker’s further fuels the voice search trend. B2B buyers increasingly use these devices to research and compare solutions, making mobile-friendliness and voice search optimization crucial for businesses.

Shifting Search Intent

Voice search user intent differs from traditional text search. Voice queries are more conversational, using natural language and long-tail keywords. B2B buyers might ask questions like "What are the best B2B marketing automation platforms?" instead of simply typing "B2B marketing." This shift requires B2B sales teams to adapt their approach to capture these more specific, early-stage leads.  

Impact on the B2B Sales Funnel

The rise of voice search significantly impacts the different stages of the B2B sales funnel.

Awareness

B2B buyers are more likely to discover your company through voice search inquiries related to your industry or solutions. Optimizing your website and content for voice search can significantly improve brand visibility at the top of the funnel.

Consideration

Voice search allows B2B buyers to delve deeper into specific aspects of your offerings. Providing informative content that answers common voice search queries can establish your brand as a thought leader and nurture leads in the consideration stage.

 Conversion

By optimizing your online presence for voice search, you ensure B2B buyers can easily find the information they need to make informed purchasing decisions. It can translate to higher conversion rates and a more streamlined sales process.

Optimizing Your Sales Approach for Voice Search

How exactly can you optimize your sales approach to leverage the power of voice search? Here are some key strategies to consider

Content Strategy

Focus on creating content that addresses the natural language questions your target audience asks during voice searches related to your B2B solutions. Research relevant long-tail keywords and use them throughout your website copy, blog posts, and other content.

Voice search queries are longer and more specific than traditional text searches. For example, instead of targeting "marketing automation," aim for long-tail keywords like "best marketing automation platforms for B2B companies in 2024."

Voice search users often seek quick, informative answers. Consider content formats like FAQs, blog posts written in a Q&A style, or informative videos optimized for voice search with clear audio and concise explanations.

Website Optimization

Ensure your website is mobile-friendly and offers a seamless UX for users accessing information on smartphones or voice-enabled devices. Fast loading times and a clear website structure are crucial.

Optimize your website's meta descriptions to target voice search queries. Include relevant keywords and focus on providing concise answers to potential customer questions.

Schema markup provides search engines with additional context about your website content. Implementing schema markup can enhance your website's voice search results by providing richer information displayed by voice assistants.  

Sales Team Enablement

Train your sales team to be prepared for voice search inquiries. Equip them with knowledge about common voice search phrases and long-tail keywords related to your industry.

Train your sales team to actively listen to voice search inquiries and address potential customers' specific needs and pain points.

Conclusion 

The rise of voice search represents a significant shift in how people access information online, and the B2B sales landscape is no exception. Ignoring this trend could leave your business at a disadvantage. Take advantage of this exciting opportunity to connect with potential customers and drive sales growth in the age of voice search.

Source 

Yagaura.co  

Feeling overwhelmed by the ever-expanding world of Martech? You're not alone. The Martech stack, the collection of tools you use to manage campaigns and customer interactions, is constantly evolving. In 2024, trends like AI and a heightened focus on data privacy are ruling the landscape. It is a world where innovation meets strategy, and success hinges on the ability to navigate a complex landscape of tools and platforms.

As we dive into the year 2024, the landscape of Martech continues to evolve at a rapid pace, presenting both challenges and opportunities for marketers worldwide.

Core Martech Stack Components

The core Martech architecture in 2024 remains focused on managing customer data, streamlining workflows, and creating impactful customer experiences.  

Customer Relationship Management (CRM)

Function: The CRM acts as your central hub for all customer data, capturing interactions across touchpoints like website visits, email exchanges, and support tickets.

Benefits in 2024

Advanced Segmentation: Modern CRMs allow for in-depth customer segmentation based on demographics, behavior, and preferences. This is crucial for personalization in 2024.

Integration with Marketing Automation: A seamless link between CRM and marketing automation tools allows for personalized campaigns based on CRM data.

Marketing Automation

Function: Marketing automation software automates repetitive tasks such as email marketing, social media scheduling, and lead nurturing. This frees up time for strategic marketing activities.

Benefits in 2024

AI-powered Workflows: 2024 sees a rise in AI-powered automation, allowing for smarter campaign triggers and dynamic content personalization.

Omnichannel Marketing: Modern marketing automation tools facilitate seamless campaign execution across multiple channels like email, social media, and SMS.

Content Management System (CMS)

Function: The CMS is the foundation for your website and digital content. It allows for easy content creation, editing, and publishing.

Benefits in 2024

Headless CMS: Headless CMS solutions are gaining traction, allowing for content delivery across various platforms (website, mobile app) through APIs.

Personalization Features: Some CMS platforms offer built-in personalization features to dynamically tailor content for different user segments.

Social Media Management

Function: These tools help manage your social media presence across platforms, schedule posts, track engagement metrics, and respond to comments and messages.

Benefits in 2024

Social Listening: Advanced social listening features allow you to monitor brand mentions and key industry conversations.

Influencer Marketing Tools: Some platforms offer built-in features to identify and collaborate with relevant influencers.

Analytics & Reporting

Function: Analytics & Reporting tools track marketing campaign performance across various channels. They provide insights into website traffic, customer engagement, lead generation, and ROI.

Benefits in 2024:

Advanced Attribution Models: The rise of multi-touch attribution models helps understand the complex customer journey and accurately attribute conversions across different marketing channels.

AI-powered Insights: AI is increasingly used to analyze data and provide actionable recommendations for campaign optimization.

Building a Successful Martech Stack in 2024

Having identified the core Martech stack components for 2024, let's delve into the nitty-gritty of building a successful one for your business.  

Start with Strategy, Not Software

Before diving into tools, clearly define your marketing goals for the year. What do you want to achieve? Brand awareness, lead generation, increased sales? Understanding your ideal customer profile is crucial. Tailor your Martech stack to reach and engage them effectively.

Choose the Right Tools

Don't get swayed by the latest viral tool. Select tools that address your specific needs and marketing goals. Ensure your chosen tools integrate seamlessly with each other. Data silos can hinder performance analysis and campaign execution. Think about future growth. Choose tools that can scale with your business needs and data volume.

Optimize for User Adoption

Don't underestimate the importance of training your team on the new tools. User buy-in is crucial for maximizing the Martech stack's potential. Encourage your team to test different features and functionalities within the Martech stack. This fosters continuous learning and optimization.

Data is King, Measurement is Queen

Align your KPIs with your marketing goals. Track relevant metrics to measure the effectiveness of your Martech stack. Use data insights to refine your marketing strategies, optimize campaigns, and identify areas for improvement within the Martech stack.

Continuous Improvement is Key

Schedule regular reviews to assess the performance of your Martech stack. The marketing landscape is constantly evolving. Be prepared to adapt your Martech stack as needed to keep pace with industry trends and customer expectations.

Emerging Trends in Martech for 2024: A Deeper Look

The Martech landscape is constantly innovating, and 2024 is no exception. Here's a breakdown of some key emerging trends that will shape the future of marketing technology:

AI-powered Marketing

Artificial intelligence (AI) is rapidly transforming marketing. Here are some exciting applications to watch:

Content Creation: AI can assist with content generation, suggesting topics, and headlines, and even creating personalized content variations for different audience segments.

Personalization at Scale: AI can analyze vast amounts of customer data to personalize marketing messages, recommendations, and offers in real-time, leading to highly relevant customer experiences.

Predictive Analytics: AI can leverage customer data to predict future behavior and preferences, allowing marketers to proactively target high-value customers and personalize campaigns for maximum impact.

Focus on Personalization

Personalization goes beyond basic segmentation in 2024. Here's what to expect:

Hyper-personalization: AI and advanced analytics enable hyper-personalization, tailoring marketing messages, content, and offers to individual customer needs and preferences in real-time.

Omnichannel Personalization: Customers expect a consistent and personalized experience across all touchpoints. Look for Martech solutions that facilitate seamless personalization across channels like email, social media, and mobile apps.

First-party Data Focus: With increasing privacy regulations, first-party data collected directly from customers becomes even more valuable. Martech tools will offer advanced capabilities to gather, manage, and leverage first-party data for personalization.

Data Privacy and Compliance

Data privacy regulations like GDPR and CCPA continue to impact marketing practices. Here's how Martech is adapting:

Consent Management Platforms (CMPs): CMPs will become a vital part of the Martech stack, helping businesses obtain and manage customer consent for data collection and use.

Focus on Privacy-compliant Data Collection: Martech tools will prioritize methods for collecting and storing customer data that comply with evolving privacy regulations.

Focus on Customer Trust: Building trust with customers through transparent data practices will be crucial. Look for Martech solutions that empower you to communicate data usage practices clearly to your audience.  

Conclusion 

The Martech landscape is brimming with possibilities in 2024. It will undoubtedly continue to evolve, presenting new challenges and opportunities for marketers. However, armed with the knowledge and insights you can confidently navigate the complexities of the digital landscape and achieve their marketing objectives with precision and efficiency. 

B2B search marketing stands on an essential pedestal for businesses aiming to thrive online. While the potential benefits of effective search marketing are substantial, the path to success is often laden with numerous hurdles, pitfalls, and challenges.

From algorithm updates to shifting consumer behaviors, navigating the intricacies of B2B search marketing requires a keen understanding of its nuances and the common mistakes that can derail even the most well-intentioned campaigns.

By shedding light on these obstacles, we aim to equip you with the strategies necessary to effectively navigate the complex terrain of B2B search marketing.

Common Mistakes in B2B Search Marketing

In B2B search marketing, even the most well-intentioned campaigns can falter due to various common mistakes. 

Neglecting Audience Research

B2B audiences are often diverse and multifaceted, requiring thorough research to understand their needs, pain points, and behaviors. Neglecting audience research can lead to misguided targeting and irrelevant messaging, diminishing the impact of marketing initiatives.

Overlooking Content Quality and Relevance

In the B2B space, decision-makers seek informative, high-quality content that addresses their specific challenges and provides valuable insights. Focusing solely on quantity over quality and failing to tailor content to the target audience can lead to disengagement and missed opportunities.

Ignoring Technical SEO

Technical aspects of SEO, such as site structure, indexing, and page speed optimization, are crucial for search visibility and user experience. Failing to do so can result in poor search engine rankings, hindering the discoverability of B2B offerings. 

Failure to Adapt to Algorithm Changes

Search engine algorithms are constantly evolving, impacting websites' visibility and ranking in search results. Keeping abreast of algorithm updates and adjusting marketing strategies will increase search visibility and traffic. 

Navigating Challenges in B2B Search Optimization 

The landscape of B2B search marketing presents unique challenges that require strategic foresight and adaptability.

Limited Keyword Pool

Unlike B2C, B2B often has a narrower range of keywords due to specialized products, services, and terminology. Limited keyword options can make it challenging to effectively target relevant search queries, requiring marketers to optimize their strategies for precision and relevance.

Navigating Niche Industries and Markets

B2B companies operate within highly specialized niches, each with unique dynamics, challenges, and competitive landscape. You must deeply understand these niche markets to effectively tailor your search marketing strategies and resonate with target audiences.

Demonstrating ROI to Stakeholders

Marketers often face pressure to demonstrate the tangible impact of their search marketing efforts on key business metrics, such as B2B lead generation, revenue growth, and customer acquisition. Proving ROI requires robust measurement frameworks, alignment with organizational goals, and clear communication of results to stakeholders.

Key Components of Successful B2B Search Marketing 

Successfully navigating the mistakes and challenges inherent in B2B search marketing requires a proactive approach and a willingness to adapt to evolving trends and technologies.

Investing in Audience Research and Persona Development

Conduct in-depth research to understand your target audience segments' needs, pain points, and behaviors. Develop detailed buyer personas to inform content creation, keyword targeting, and messaging tailored to specific audience segments.

Focusing on High-Quality, Relevant Content Creation

Create informative, valuable content that addresses your target audience's specific challenges and interests. Ensure content is optimized for relevant keywords and aligned with user intent throughout the buyer's journey.

Staying Updated with Search Engine Algorithm Changes

Stay informed about updates to search engine algorithms and their potential impact on search rankings and visibility. Monitor industry trends, algorithm updates, and best practices to adapt your search marketing strategies accordingly.

Conclusion 

B2B marketers encounter a myriad of obstacles that can impede their progress. However, armed with strategic foresight, these challenges can be transformed into opportunities for growth. Success lies not only in avoiding mistakes but also in embracing challenges as catalysts for improvement and innovation.    

Every B2B tech marketer has the same dream. Work hard for clients and never let them leave.

Customer retention has gained prominent traction in today's competitive B2B landscape. With the considerable investment and effort required to acquire new clients, nurturing existing relationships and ensuring their longevity is paramount. B2B tech marketers face unique challenges in retaining customers, including complex buying cycles, evolving technology landscapes, and high expectations for service and support. 

In this blog, we embark on a journey to outline a roadmap tailored specifically for B2B tech marketers seeking to excel in customer retention.  

The Dynamics of B2B Tech Customer Retention

Unlike B2C, B2B tech customers operate within complex organizational structures, where decision-making involves multiple stakeholders with diverse priorities and preferences. B2B tech customers make substantial investments in technology solutions, expecting functional expertise, ongoing value, innovation, and support. 

Therefore, successful retention efforts require staying abreast of industry developments, anticipating emerging needs and continuously evolving offerings to meet evolving customer demands. As technology evolves, so do customer expectations regarding solutions' seamless integration and scalability.   

Customer Retention Strategies That Actually Work

As customer expectations evolve, B2B tech marketers can effectively strategize and implement retention initiatives that foster long-term client relationships.

Providing Exceptional Onboarding Experience 

B2B tech solutions involve intricate setups and integrations, requiring a thorough onboarding process to ensure clients can swiftly and effectively utilize the product or service. 

It involves conducting in-depth discovery sessions, collaborating closely with client stakeholders, and developing customized implementation plans that align with the client's business objectives. Regular communication is pivotal in fostering trust during onboarding as clients navigate the initial stages of their partnership with you. 

Cultivating Strong Relationships Through Communication

Effective communication entails more than just transmitting information; it involves listening to clients' needs, concerns, and feedback and responding with empathy and clarity. You must prioritize open communication channels, establish regular touchpoints to check in on client satisfaction, provide updates on product enhancements, and solicit input on how to serve their needs better. 

Furthermore, beyond routine interactions, cultivating strong relationships through communication involves engaging clients in strategic discussions, thought leadership initiatives, and collaborative problem-solving endeavors.

Anticipating and Addressing Churn Risks

One key component involves the identification of potential churn indicators, such as declining usage patterns, lack of engagement with support resources, or changes in organizational structure within the client's company. You can leverage data analytics and predictive modeling techniques to anticipate churn risks before they escalate, enabling you to intervene with targeted retention efforts. It includes personalized outreach to at-risk clients, offering additional training or resources to address identified pain points, and providing incentives to re-engage disengaged users. 

You should also address factors contributing to churn, whether product usability issues, inadequate support and service, or evolving customer needs. It involves collaboration with clients to understand their changing requirements and a commitment to continuously improving product quality and delivering exceptional CX.

Investing in Customer Success Programs 

Customer success programs are designed to engage clients throughout their lifecycle, ensuring they derive maximum value from the technology solution while achieving their business objectives. You serve as trusted advisors, providing ongoing guidance, support, and strategic insights to help clients optimize their use of the technology solution and overcome any obstacles they encounter. 

Furthermore, customer success programs encompass a range of value-added services to empower clients to succeed with technology solutions. It includes personalized training sessions, access to educational resources, regular check-ins to assess progress and address concerns, and assistance in identifying opportunities for optimization and growth. 

Nurturing Advocacy and Loyalty

To cultivate advocacy, you must recognize loyal clients committed to your product or service. It can be achieved through loyalty programs that offer exclusive benefits, discounts, or rewards for continued engagement and referrals. By incentivizing it, you strengthen existing relationships and encourage clients to become brand ambassadors who enthusiastically endorse the solution within their networks.  

You can nurture advocacy and loyalty by showcasing success stories and building credibility in the market. You can encourage clients to share their experiences through case studies, testimonials, and online reviews, highlighting the tangible benefits and results. Additionally, fostering a sense of community among clients through user forums, networking events, and knowledge-sharing platforms can further deepen loyalty and create opportunities.

Conclusion 

Customer retention in the B2B tech sector is about retaining clients and fostering mutually beneficial partnerships that deliver value, drive innovation, and fuel growth for both parties involved. By embracing and staying attuned to your clients' evolving needs and preferences, you can cultivate a loyal and enthusiastic customer base that serves as a foundation for sustained success and differentiation in the B2B landscape. 

As 2024 unfolds, the art of personalization takes center stage, requiring a thoughtful and strategic approach that respects user boundaries. Amidst growing concerns and regulatory developments, businesses are challenged to weave together an experience that is both intimately customized and ethically aligned with the evolving standards of digital privacy.

"In the next year, we can expect to see a continuation of the trend towards tighter regulations and increased protection of individual data privacy. This will likely include new laws and regulations around AI, speech, and likeness, as well as enhanced privacy laws globally and a focus on sustainability and reducing carbon emissions in data centers. There may also be a push for standardization of regulations across different regions, particularly in the US. Companies will need to invest in compliance tools and audits to avoid fines, and there may be a stronger emphasis on data protection and transparency in the advertising industry. Additionally, there is potential for increased scrutiny and potential actions against major players like Google and Meta for anti-competitive practices” said Kristina Prokop, CEO & Co-Founder of Eyeota.

The interplay between personalization and privacy has become a delicate dance, and as we step into 2024, it is a narrative that continues to shape the trajectory of user experiences. AI plays an important part in this dance of personalization and privacy. 

Jeff Ragovin, CEO of Fyllo has supported by saying “I think one of the most useful applications of AI in marketing is "Personalization." AI enables marketers to analyze vast amounts of data to understand individual customer preferences, behaviors, and patterns. This information is then used to tailor marketing messages, content, and experiences on a highly personalized level. Personalization powered by AI enhances customer engagement, increases the relevance of marketing efforts, and ultimately contributes to improved customer satisfaction and loyalty”.  

Key Takeaway

“Within a first-party data silo, customers still want personalization. In other words, if one is visiting a premium video site like YouTube or streaming channel like Max, most people are willing to share their personal information for access. And as a result, most of us appreciate the personalized recommendations based on previous viewings. We also can trust that our information is not being resold (as it might be on the open web)”.

“What people don’t want, on the other hand, are scary applications like digital ads targeted to conversations they had in the privacy of their own home. With more state privacy regulations in the US and laws in Europe, audience targeting will become more challenging. For example, you won’t be able to track people across sites for ad retargeting. Overall, consumers are becoming more knowledgeable and they will delete accounts that they don’t trust. However, most of us agree that an anonymous user experience isn’t good for the consumer because it will always be an average, generic and underwhelming experience” said Brian Pugh, Chief Information Officer, Comscore.  

The trajectory of personalization in a privacy-conscious era demands continued vigilance, innovation, and collaboration between stakeholders. Striking the right balance is not a one-time achievement but an ongoing commitment to evolving with the ethical and regulatory landscape. The art of personalization, when performed with respect for privacy, is a powerful catalyst fostering tailored content coexisting seamlessly with individual privacy rights.   

In the era of information overload, the reliance on traditional keyword-based targeting has given way to a more nuanced approach, where AI and ML algorithms discern intricate patterns and contextual cues to deliver advertisements with unprecedented precision and relevance. 

The integration of AI/ML in contextual targeting goes beyond mere keywords, ushering in a new era of advertising. The collection of insights navigates the realm where algorithms learn, adapt, and evolve to comprehend the intricacies of user behavior, preferences, and context.

Rachel Gantz, Managing Director, Proximic by Comscore has predicted

• “2024 will bring reliance on contextual audiences that leverage AI to bridge the benefits of holistic audience behaviors and align those behaviors with contextual attributes, resulting in the ability to drive targeted reach in a privacy-first manner free of any user identifiers”.
• “Adoption of these AI-powered contextual audiences is poised to really take off this year as we witness the demise of remaining third-party cookies and advertisers and publishers are forced to adopt new ways of reaching audiences”.  

AI and ML algorithms empower advertisers to transcend the limitations of conventional targeting methods, ushering a future where advertising resonates with audiences on a level deeper than ever before.

“We use advanced technologies and data analytics to help marketers reach specific audiences with their advertising campaigns wherever they buy their media. We collect billions of pages a month and analyze large amounts of data to create detailed audience segments. These segments are then used to target advertising to specific groups of users based on their demographics, interests, and behaviors” said Jeff Ragovin, CEO of Fyllo.  

Conclusion

The resonance of the revolution echoes through the corridors of digital advertising strategy, with the integration of AI/ML becoming a cornerstone for precision targeting in the years to come. The marriage of intelligent algorithms with contextual understanding has elevated the efficacy of advertising campaigns and also redefined the dialogue between brands and consumers. 

“A key theme this year will focus on how companies integrate advanced AI into their product offerings. In 2023, AI’s early adopters had a competitive advantage as they began to utilize LLMs to vastly improve the ability of contextual tools to understand the subtlety and nuance of web pages — enabling things like avoiding misinformation. In 2024, AI adopters will extend their lead through the use of multi-modal models. These models will allow contextual tools to understand page layout and placement, enabling attention to be better maximized and content like made-for-advertising sites to be better avoided” said Aaron Andalman CSO and co-founder of Cognitiv.  

It is clear that the future of contextual targeting lies in the hands of AI and ML, opening new horizons where advertising is not just served but intimately understood. It is the catalyst for a refined, adaptive, and personalized approach, aligning seamlessly with the dynamic nuances of individual consumer journeys.  

2024 marks a pivotal juncture in the trajectory of Connected TV (CTV) advertising. As streaming platforms continue to dominate the way audiences consume content, advertisers are faced with a dynamic and ever-shifting canvas on which to engage their target demographics. Innovation and technological prowess converge to redefine the boundaries of advertising, reshaping the narrative of viewer engagement in the digital age.

Kristina Prokop, CEO & Co-Founder of Eyeota has said that "The rise of streaming services and cord-cutting will have a significant impact on the advertising industry by 2024. Advertisers will shift more budget towards CTV and digital streaming platforms as they become increasingly popular among younger generations. This shift will also allow for more personalized and interactive advertising, leading to improved conversion tracking and higher prices.

She also advised the marketers in terms with costing “With more viewers choosing to include advertising to lower monthly costs, there will be increased opportunities for advertisers, but it may take some time for consumers to adjust to these new ad formats. Additionally, continued consolidation among streaming services and the potential for new data partnerships will play a key role in shaping the advertising landscape in the coming years. Overall, the growth of streaming services and cord-cutting suggests a shift toward more targeted and personalized advertising, with the potential for some short-term challenges and changes in the industry." 

In 2024, the evolution of CTV advertising is characterized by a fusion of creativity and cutting-edge technology. From interactive ad formats that engage viewers on a whole new level to data-driven insights that redefine targeting strategies, advertisers are leveraging the power of CTV to create personalized and immersive experiences. 

“The trend in CTV is that more users are opting for ad-supported channels over subscription-based. Content is very fragmented across streaming providers —so people feel compelled to sign up for many different options in order to get both The Morning Show, Schitt’s Creek, old Law and Orders, and British murder mysteries to name just a few. However, cord- cutters who left cable are starting to realize that if they subscribe to 7, 8, 10+ streaming channels, they will be paying just as much as cable. So now people are more willing to tolerate ad-supported channels. On that note, we will see growing adoption in Free Ad-Supported Streaming Television (FAST) channels like Pluto TV, or the Roku or Samsung Channels for their niche programming. That will become a larger audience for advertisers going forward” said Brian Pugh, Chief Information Officer, Comscore. 

The Journey Ahead

Looking forward, the trajectory of CTV advertising appears for continued innovation and evolution. The symbiotic relationship between technology and storytelling will undoubtedly pave the way to challenge advertisers to push boundaries and captivate audiences in new and unprecedented ways.

The lessons learned in 2024 become the foundation upon which future advertising narratives will be written, reinforcing the notion that adaptability, creativity, are paramount in navigating the ever-changing currents of consumer engagement.  

Ever since Google announced that it would remove third-party cookies, B2B marketers have been looking for possible alternatives. The hunt for the next best thing is what B2B marketers are contemplating. There has been a rising importance of first-party publisher data in the months ahead. 

Kristina Prokop, CEO & Co-Founder of Eyeota, has mentioned that "To succeed in 2024, brands and advertising technology companies should prioritize collecting and cleansing first-party data from all touchpoints, invest in cloud-based infrastructure for effective data management, and invest in cookieless strategies such as contextual targeting, universal IDs, and social activation through MAIDS/HEMs”.

She has also focused on the change in approach by saying, “It is also crucial to adopt an omnichannel approach, leveraging different technologies and media to hedge against cookie deprecation. Additionally, preparing for the future of measurement in a cookieless environment and prioritizing a full-funnel + omnichannel approach will be key in staying ahead of the competition. Brands should also focus on collecting first-party consent-based data, optimizing content for mobile, and investing in quality data to ensure success in the cookieless future. Finally, there should be a shift towards less creepy and more entertaining ads to reduce ad blocking and engage consumers effectively."

The Road Ahead

In the coming months, the significance of first-party publisher data is poised to ascend, becoming a pivotal element in the landscape of data-driven decision-making. The rising importance of first-party publisher data is closely intertwined with the evolving digital marketing ecosystem. 

“Many big companies have still not adopted proper first-party data collection. It will be paramount for them to focus on this for the future,” said Jeff Ragovin, CEO of Fyllo.

He further added that “Publishers and advertisers need to build direct relationships now: Again, as third-party cookies phase out, companies will prioritize establishing direct relationships with their customers. This involves creating touchpoints and interactions that encourage users to willingly share their information. This might be through loyalty programs, newsletters, exclusive content, or other value-added services”. 

As privacy concerns intensify and regulations surrounding data usage become more stringent, first-party data stands out as a reliable and ethically sourced asset, fostering trust-based relationships between publishers and their audiences.

Jeff Ragovin, CEO of Fyllo, seconded it, “With privacy concerns on the rise and the implementation of regulations like GDPR and CCPA, relying on first-party data ensures better compliance. Since users willingly provide this data and have more control over how it's used, companies are less likely to run afoul of privacy regulations”.

First-party data offers a unique and valuable perspective that surpasses the insights derived from third-party sources. This shift underscores that a direct, consent-based relationship with users not only ensures compliance with privacy regulations but also unlocks accurate and actionable insights, empowering publishers to refine their strategies and stay at the forefront of the competitive digital landscape.

Brian Pugh, Chief Information Officer, Comscore, said, “When it comes to my wheelhouse of measuring/currency for digital planning —third-party cookies have been employed for at least 15 years. This space needs to adjust, obviously, along with everyone else”.

He has direct advice for publishers: “Now, we are working directly with publishers to integrate their first-party data into measurement to produce the best results. It’s important to note that when it comes to first-party data, there are a lot of haves and have-nots. A publisher needs to have the right value proposition in order to build a first-party network—and many do not. On the premium video side, however, there is a lot of data authentication happening there (one has to log in to access a video)”.

“Keep in mind that if you’re a publisher, you want eyeballs, so you don’t want to insist on collecting information users don’t want to provide. It’s a balancing act. Therefore, publishers need to be able to sell their inventory without first-party data.

That’s where measurement comes in. What drives an audience to your website is the content itself. If it’s compelling, you’ll get an audience. In order to show that your media provides value to brands — without first-party data —you need measurement. Media measurement enables planning and provides predictive audience data without IDs so marketers can still find their audience with precision”.