Why Should Businesses Personalize Demand Generation

Why Should Businesses Personalize Demand Generation

Demand generation is a critical aspect of any successful marketing strategy. It involves generating demand for products or services of brands among the target audience, intending to convert them into loyal customers. One of the key B2B demand generation strategies is personalization. This blog post explores the importance and benefits of personalization in demand generation and how it can help you achieve your marketing goals.

Personalization in Demand Generation

Personalization in demand generation marketing is the process of tailoring organizations’ marketing efforts to meet the specific preferences and needs of the target audience. This involves analyzing audience data, understanding their pain points, and delivering relevant content and experiences to each individual. Personalization can take many forms, including personalized emails, targeted ads, customized landing pages, and personalized product recommendations.

Personalization in B2B Demand Generation: The Importance

Increased Engagement

Personalization increases engagement by making the targeted audience feel valued and understood. By delivering relevant content and experiences, brands demonstrate that they know customers’ needs and preferences and are committed to providing solutions that meet them. This creates a sense of trust and loyalty, which translates into higher engagement levels and a stronger relationship between brands and audiences.

Increased Leads

Personalizing demand-generation marketing messages increases the chances of reaching the target audience. By customizing your content needs to fit your leads’ interests, you can increase their chances of engaging with your brand. Demand generation experts say personalized demand generation strategies are essential for any business looking to generate new leads. By crafting messages specific to the individual, companies are more likely to double their interest and earn their business.

Brands can segment their lists by age, location, or interests. You can also use data from past interactions to inform your future campaigns. Regardless of how brands customize their messages, personalization is critical to success in demand generation.

Improved Conversion Rates

Personalization also improves conversion rates by delivering targeted messages that resonate with an audience of brands. When your audience feels that you understand their needs and provide solutions, they are more likely to take action and convert. This can contribute to higher conversion rates and more revenue for your business.

Stronger Relationships

Personalized demand generation marketing helps brands build stronger relationships with their customers. It’s a way of communicating, showing brands know them as individuals and value their business.

People appreciate feeling valued and can probably do business with companies that make them feel like individuals rather than just another number. Personalized marketing can take many forms, such as targeted ads, customized emails, or personalized offers.

Summing Up

Personalization is a critical component of successful B2B demand generation marketing. By delivering relevant content and experiences that resonate with your target audience, brands can increase engagement, improve conversion rates, increase customer lifetime value, improve customer retention, and gain a competitive advantage in your market. If you want to boost your demand generation efforts, consider incorporating personalization into your strategy.

It’s essential to strike the right balance with personalized demand generation strategies. However, too much personalization can come across as intrusive or even creepy. When done right, it can be a powerful way to build brand loyalty and grow your business with personalized demand-generation strategies.

Ondot Media is your business’s trusted demand generation partner regardless of the business domains. We have a track record of countless satisfied clients to date. Contact us today to collaborate with the industry’s best demand generation partner for your business and bring your way the business success.

Everything About the BANT Framework

Everything About the BANT Framework

Even though the BANT campaign is not a new term for B2B marketers, a few of them find it challenging to design and execute this presales approach. In this article, let us find everything about the BANT framework.

BANT stands for Budget, Authority, Need, and Timeframe. This B2B marketing framework is an effective strategy for qualifying prospects and strengthening the sales leads funnel. The BANT lead qualification approach is a perfect way for marketers to analyze the prospects to determine if the prospect is a good fit based on the ideal buyer’s persona and to what extent the prospect meets all four BANT criteria.

Marketing and sales teams of B2B enterprises leverage BANT campaigns in their operations to qualify leads. Presales and sales managers that embrace the BANT lead qualification approach enable them to work efficiently and strengthen their sales cycle. Revenue operations leaders can forward BANT-qualified leads to the sales team to close the deals, and leads that do not meet the BANT criteria can be forwarded for lead nurturing for engagement. It is a practical approach because the sales reps do not focus on prospects who are not ready to buy immediately. Working in real-time on prospects meeting the BANT qualification parameters will help to improve the conversion rate.

BANT Formula

Qualifying leads based on whether the prospect meets more BANT parameters will be high-quality. For instance, if the qualifying lead meets all four BANT parameters, the sales team should interact with them in real-time. Following is the BANT formula that B2B enterprises need to be aware of and make the most out of it:

  • Budget

Enterprises have specific budgets to buy new products and services to streamline their operations. B2B tech vendors should consider prospects’ budgets as a crucial criterion while evaluating the prospect because the prospect should have the allocated budgets that align with the prices of the vendors’ products and services.

  • Authority

B2B purchase and sales cycles are complicated, long, and with multiple decision makers involved in the process. The decision-making process will involve various subject matter experts and business and technical stakeholders to make accurate decisions. It becomes essential for businesses to identify the decision makers’ “authority” responsible for influencing or making decisions. Businesses should be able to find the person with decision-making capabilities or the purchasing decision-making authority.

  • Need

Marketing teams should consider the pain point or “need” as a crucial parameter because it defines the sales conversion rates. Before approaching the company, businesses must determine if the prospect is looking for a product or service like yours to overcome their current operational challenges. If the enterprise does not look for a solution like yours, the chances of sales conversion are zero.

  • Timeframe

In a B2B setting, businesses mostly have vendor lock-in and must complete the lock-in before breaking the contract. Or there is a huge possibility that they are looking for a product or service after a while. Hence B2B technology providers need to consider the “Timeframe” criteria while qualifying BANT leads. Vendors must clearly understand the timeframe required for businesses to make final purchase decisions. This BANT parameter is a decisive criterion for approaching the client immediately for sales or putting them in the lead nurturing pipeline to keep them engaged.

Benefits and Drawbacks of Embracing BANT Campaigns

B2B enterprises widely use the BANT framework to improve the sales cycles of their tech or Software-as-a-Service (SaaS) products and services. This marketing strategy is an effective lead qualification process for the sales team, but it might only work for some companies. Let us weigh the benefits and drawbacks of leveraging the BANT framework:

Benefits

Designing and implementing BANT campaigns has three essential benefits that make it a perfect fit for the sales cycles:

  • Reduces the Time

Marketing and sales teams that focus on the most relevant leads and help to ensure a smooth and efficient sales process. Budget, authority, need, and timeframe marketing strategies help the presales teams to eliminate the prospects that might be bottlenecks to the sales cycle. The BANT framework effectively enhances marketing metrics like reducing Customer Acquisition Costs (CAC). These results are possible because your sales team will not concentrate on convincing leads that aren’t a good fit for the ideal customer persona.

  • BANT campaigns offer flexibility

Various B2B tech enterprises can leverage this marketing approach to improve their conversion rates irrespective of their software products or services. You can frame customized BANT questions based on your technology products or services to qualify leads.

  • Reliability

BANT campaigns have been effective B2B marketing strategies for businesses for ages. This marketing approach is reliable for identifying high-quality leads and focusing efforts on them.

Drawback

Even though the BANT framework has delivered consistent results for various enterprises for ages, there are more modern approaches to qualify leads. Let us look at the two crucial drawbacks of budget, authority, need, and timeframe.

  • Can Consume Your Prospects’ Time

B2B purchase journeys are tremendously evolved, and businesses do a tremendous amount of research and development (R&D) before they make a purchase decision. Before businesses complete the BANT approach, there is a tremendous possibility that the prospect has done their R&D on your products and services using social media, search engines, and others. This B2B marketing approach will assist vendors in saving time rather than helping the leads, which can tremendously hamper the customer experience. It isn’t an ideal marketing strategy in an industry that depends on customer-focused selling.

  • Time-Consuming Lead Qualification Process

BANT framework helps vendors to reduce time, but it isn’t a practical solution in the long run. Various businesses might have other modern processes to qualify leads for their sales funnel, which are short and easy to execute.

The success of your BANT campaign

Enterprises need to design customized BANT questions to ensure success. Moreover, businesses need to educate their BANT lead qualification teams to be active listeners, understand the customers’ pain points, and assist them accordingly. It is crucial to empower the presales teams rather than focusing on using the prospects’ answers to determine whether or not to work with them; they need to use the prospects’ answers to offer a relevant solution for their pain points. OnDot Media can be your reliable partner to execute a successful BANT campaign based on your needs. We have expertise in delivering successful BANT campaigns that gather high-quality leads.

B2B Demand Generation Strategy Essentials

B2B Demand Generation Strategy Essentials

Demand generation is one of the biggest challenges for businesses. If you are struggling as a marketer, you are not alone. Every marketer wants to generate leads for their businesses. So, what can be done differently to provide value and get a green signal from the audience? Every marketer has this question in mind.

A compelling B2B demand generation strategy answers the above question. It is a blueprint used by marketing teams in companies to generate demand for their products and services. The B2B demand generation strategy primarily aims to drive brand awareness and create demand for products and services in the B2B marketplace. Some B2B demand generation strategies can be free marketing resources, free webinars, and referral programs launched by companies.

Here are some of the essentials of a compelling demand generation strategy for B2B companies:

Offer Free Trials and Demos

It is essential to give your audience a sneak peek into your offerings. It is very important in two scenarios; either you are a new entrant in the market, or your product is of high value. Demand generation becomes tricky in both cases as users are unsure of the worth of this investment. Providing free trials and demos will help to prove great demand strategies.

Even big players in the market use the strategies of offering free trials and demos. While the trial period is ongoing, they ensure they send informational emails.  This will make the customer feel valued. It is also an excellent opportunity to educate the target audience about the best features of the products and services.

Offering free trials is also a smart way to get genuine feedback from the audience about your services, and you can improvise on it. Feedback also helps determine whether your free trial offer works for you.

Invest in Free Tools

Although the demand generation strategy is a little challenging, it is worth it. Everyone likes free tools that perform their daily tasks. It adds immense value to the lives of users. Tools significantly help in promoting new brands. Thus, you can invest in building free tools to supplement your core offering. This will also strengthen your image in the market as a trusted go-to resource.

When brands give something with no strings attached, it eventually generates demand for premium tools. Many big players in the market have created free tools such as title generators, Google Ads Performance Grader, Blog Ideas Generator, Backlink Checker, and much more. These are fantastic free tools for users that eventually help in generating demand for the comprehensive paid product. Brands also can create interactive tools such as quizzes, calculators, and other assessment tools.

Focus on Partner Marketing

Partner marketing helps enhance your brand perception and broaden your target audience’s reach. This strategic demand generation framework boosts market exposure and growth, collaborating between brands with similar goals.

Reaching a larger audience can be expensive for B2B companies. B2B companies can effectively get a significant share of the target market cost by building partnerships. Partner marketing can be a practical approach to power your demand strategy marketing when done successfully.

Consider including them to make your strategy successful; if your company is currently working on creating a demand generation strategy. With these, you’ll be able to enhance brand awareness, get more qualified traffic to your website, and ultimately grow your business.

Ondot Media is a demand generation partner for B2b companies. If you want help with generating demands, contact us today to have a real and steady growth in your business.

4 Crucial Foundations of Successful B2B Demand Generation Campaigns

4 Crucial Foundations of Successful Demand Generation Campaigns

B2B tech businesses should have scalable ad stable revenue-generating streams to ensure business growth. Businesses need high-quality leads with a better conversion rate to have healthy sales pipelines. B2B demand generation marketing is one of the most effective ways for businesses to create a demand for their product in their total addressable market.

Most of the marketing team finds it challenging to attract the right target audience, engage with them and accomplish the desired business presales goals. The best demand generation services offer tech enterprises to create awareness and gather more qualified leads to improve the business ROI. OnDot Media is one of the leading B2B demand generation agencies that helps tech companies to market their product and accelerate their demand in the total addressable market.

Here are a few foundations of B2B demand generation that businesses leaders need to consider:

Analyze and Evolve

One-size-fits-all does not work while creating a demand for products and services in the niche market. Different enterprises will have different demand generation strategies based on their industry, size, or type. It has become crucial for businesses to develop bespoke demand-generation marketing campaigns that suit their presales needs. Because what might work for your business might not be effective for other companies. CMOs should consider constantly evaluating their demand generation campaigns and making strategic changes. B2B enterprises need to gather relevant data to test and optimize their campaigns and accomplish their desired results. OnDot Media evaluates all the demand generation campaigns in real time and makes strategic changes to improve the results. Modern businesses must partner with reliable demand-generation companies to gain a competitive advantage. CMOs should consider developing a data-driven marketing campaign that accelerates the demand for their tech products and services.

Demand Creation

The success of the B2B market is heavily dependent on the demand for the products in the niche market. There is a tremendous possibility that there is no required demand in the market, resulting in poor business performance. Businesses that are less in demand can design and implement effective demand generation strategies to create a better product demand in the niche market. One of the most significant reasons is that businesses might not be aware of the operational challenges. B2B enterprises must create awareness in the niche market. OnDot Media helps B2B enterprises to identify the niche market and create awareness of their products and services based on their operational challenges. The best demand generation strategy is one of the most effective ways to demand creation and acceleration the total addressable market. Our bespoke demand-generation solutions will create awareness of your products and services based on the users’ business demands.

Capitalize Demand

B2B businesses cannot just create demand in the market; they must also utilize it. Most companies find it challenging to capitalize on the demand created by them. Losing out on orders made by you to a competitor will result in a tremendous loss and a lower conversion rate. Business leaders need to have effective processes to determine the business needs that your products and services can improve. OnDot Media reduces the gap between B2B tech vendors and prospects in the niche market based on intent data and strengthens the sales funnel.

Demand Acceleration

Demand acceleration is one of the most crucial aspects of demand generation strategies. B2B enterprises usually have a longer purchase cycle, and the prospects need to be engaged throughout the process to deliver a top-notch customer experience. Businesses must ensure that they implement effective demand acceleration strategies to reduce the sales cycle. Sales cycles play a crucial role in B2B enterprises, and having a longer sales cycle will need extra time and lead to additional costs to close the deals. While developing demand generation strategies, businesses need to consider demand acceleration as one of the crucial aspects. OnDot Media can help businesses with bespoke demand acceleration strategies to reduce the sales cycle.

Demand Generation pillars

The four demand generation pillars mentioned above define the success of your presales campaigns. OnDot Media is a reliable demand acceleration partner for B2B tech enterprises to develop and execute an effective demand generation strategy according to their presales needs.

B2B Content Marketing Strategy for 2023

Compelling B2B Content Marketing Strategy for 2023

Strategy matters everywhere! B2B content marketing also requires a unique strategy to stay ahead of competitors.  Content marketing strategies are like road maps that help you move from point one to point two. Without a clear road map, businesses may lose grip on goals and struggle to get back on track.

B2B content marketing is powerful for companies looking to reach, engage, and convert potential customers. In today’s digital landscape, B2B buyers are seeking information online before they make a purchase. B2B content marketing can help businesses connect with these buyers, provide value, and drive sales.

Here are a few practical tips for creating a B2B content strategy in 2023.

Know your Target Audience

it’s essential to clearly understand the target audience to create a compelling B2B content marketing strategy. Businesses can start by creating buyer personas that represent their ideal customers. When creating your personas, one can consider job title, industry, pain points, and buying journey.

Define Goals and Objectives

Defining goals and objectives is a significant part of B2B Content marketing strategy. What do you want to achieve through your B2B content marketing efforts? Some common goals are increasing brand awareness, generating leads, building trust, and nurturing relationships. Make sure the goals are specific, measurable, and achievable.

Create Multi-Layered Content

Words are great, but too much text is pretty daunting. After all, businesses look to impress the audience and demonstrate business expertise. If the readers see line after line of unbroken text, they will lose interest. The solution to this problem is multi-layered content. In multi-layered content, businesses can use media such as videos, text, and images to engage users visually. This B2B content marketing strategy will keep readers interested and your business memorable.

Add Value to your Content

Creating content that provides value to your target audience is essential to be successful with B2B content marketing. This can include blog posts, whitepapers, infographics, case studies, and more. Ensure your content is informative, educational, and relevant to your target audience’s pain points and needs.

Choose Appropriate Channels

Different B2B content marketing channels will have different strengths and weaknesses. So it’s crucial to choose the channels that will reach your target audience most effectively. The most common channels include websites, blogs, email marketing, social media, webinars, and trade shows.

Use Latest Technologies

Integrating the latest technologies in your content marketing strategy is essential. There are a lot of innovations and new tools in the market related to content marketing. Using them will help businesses reach potential clients quickly and impress them with the latest technologies in your marketing. For instance, there are much AI-powered collaborative content marketing, video creation and marketing, and Search Engine Optimization platforms in the market. This saves you time and enables you to reach people quickly.

A successful B2B content marketing strategy requires a clear understanding of your target audience, well-defined goals and objectives, the proper channels, valuable content, and a focus on engagement and optimization. By following these best practices, businesses can build brands, generate leads, and ultimately drive sales for your business. Decision makers can have a look at it and make a timely decision.

OnDot Media is a well-known and trusted content marketing partner for businesses regardless of the size of companies and domains. We are dedicated to bringing growth to our client’s businesses with our compelling content marketing strategy. Contact us today if you are searching for the right company to partner with to have steady growth in your business in a short time.

Top 4 Must-Have Demand Generation Metrics for Every B2B Marketer

Top 4 Must-Have Demand Generation Metrics for Every B2B Marketer

The demand generation landscape has revolutionized tremendously, and tech enterprises need to adapt to the evolving consumer and market demands to create an impact that matters.

All B2B enterprises, irrespective of their size, industry, or type, will have their own demand generation strategies to penetrate through the right target audience and create a demand for their products and services. B2B marketing teams need to have effective demand generation metrics implemented that evaluate the performance and success of their presales strategies. Based on the results, marketing decision-makers need to make strategic changes to increase product demand and ROI.

Here are a few B2B demand generation metrics that marketing teams need to keep track of

Lead Qualification Rate

Irrespective of the demand generation strategy and channel B2B businesses embrace, it is crucial to determine the lead qualification rates. Marketing teams should evaluate the Marketing Qualified Leads (MQLs) generated and see how many of them are converted to Sales Qualified Leads (SQLs). Enterprises should monitor the lead qualification rate as a crucial demand generation metric to determine the marketing team screening and qualifying leads’ capabilities before passing them to the sales team for conversion. OnDot Media is a reliable demand acceleration partner that delivers high-quality marketing-qualified leads that boost the sales funnel.

Content Marketing Success

Another demand generation metric that B2B enterprises need to track is the content marketing success. It is crucial to evaluate the engagement rate of B2B purchase decision makers with the organization’s content before making a decision. Enterprises need to create content that engages with the target audience and distribute it across channels to increase their reach. Marketers need to monitor the content marketing success of every channel embraced to gather leads. It is crucial to understand which user interacted with what content through which channel to make strategic changes in the demand generation campaigns. OnDot Media helps B2B brands promote their content through various channels and platforms, increasing the client engagement rate and create an impact that matters.

Cost Per Acquisition (CAC)

Another B2B demand generation metric that marketers need to calculate is the Cost per acquisition. Customer acquisition rate is one of the most effective ways to calculate the performance of the demand acceleration, and based on the CAC of each lead, business leaders can make crucial data-driven decisions to optimize the marketing expenditure spent on demand generation. Moreover, it is crucial to understand the quality and price paid for demand generation through every channel and its return on investment. B2B markets can monitor their Cost per acquisition for multiple campaigns and channels to select the channels with lower CAC. They should also monitor this demand generation metric to understand how many percent of leads are converted through these campaigns.

Cost Per Lead (CPL)

B2B marketers need to track how much they are spending to acquire leads across all the channels. Businesses that monitor CPL as a crucial demand generation metric will be able to compare all the channels and keep the ones with a lower cost, thus minimizing marketing expenditure. This demand generation metric will enable B2B marketers to understand the performance of channels and campaigns through CPL and average deal size perspective. OnDot Media offers high-quality leads at a very competitive CPL in the market.

Demand Generation Metrics Matter!

B2B marketing needs to constantly monitor their demand generation metrics and make strategic changes, thereby optimizing the presales expenditures and increase the ROI. The above-mentioned are the top 4 B2B demand generation KPIs that enterprises need to monitor. OnDot Media is a reliable demand acceleration partner that helps businesses accomplish their generation goals.

Strategies to Gather High-Quality Leads (HQLs)

Strategies to Gather High-Quality Leads (HQLs) for Revenue Operations

Lead generation is one of the essential aspects of every B2B organization, irrespective of its size, industry, or type. Businesses are investing a tremendous amount of their finances into their marketing operations to generate high-quality leads and increase their conversion rates.

There is tremendous competition in the B2B marketing landscape, and businesses are finding it difficult to stand out from the marketing clutter to increase their brand awareness. B2B enterprises need to have effective presales teams that gather high-quality leads for their organizations to increase their ROI exponentially. Businesses that do not have the resources to deliver effective presales campaigns to generate qualitative leads can partner with the best lead-generation services. OnDot Media is a global technology media company that is a performance-first organization committed to making an impact that matters. Our Custom marketing programs enable businesses to gather high-quality leads to improve their overall revenue operations.

Here are a few ways that businesses can utilize to improve the quality of their leads:

Optimize the Content Marketing Strategy

Implementing an effective content marketing strategy is one of the essential steps to gathering high-quality leads. In order to make the most out of the content created, businesses need to deliver the right content to the right prospect at the right time to create an impact. Creating buyer personas will create and deliver content that generates high-quality leads. Businesses need to create personalized content that attracts potential buyers and prompts them to interact. Creating knowledge-rich content that fits the buyers’ persona will help businesses to create a positive brand image. While developing an effective content marketing strategy, businesses need to ensure that the best approaches are implemented for ideating and editing content. Furthermore, businesses even need to have the best content marketing channel partners to distribute the content to the right audience. Organizations, while developing an effective content marketing strategy, need to consider their buyer’s persona and create a roadmap according to the buying funnel. Creating and delivering content according to customer stages, including awareness, consideration, or decision, will create an impact that matters.

Distribute Content Through Different Channels

Businesses today are focusing on generating quality content to penetrate their total addressable market and create brand awareness. But creating an effective content marketing strategy will not be fruitful; if businesses do not know ways to amplify it. B2B enterprises that need to gather high-quality leads should consider a content amplification strategy to distribute the content through multiple channels to increase its reach. OnDot Media has multiple online media properties to drive brand awareness and demand generation programs. These channels curate content for thought leaders and IT business decision-makers to make a deliverable impact. Content amplification is one of the most effective ways to reach more potential customers and deliver an omnichannel customer experience. Organizations that explore and partner with the right content marketing channels to generate high-quality leads will get higher ROI.

Embrace Effective Lead Magnets to Attract High-Quality Leads

Enterprises can embrace effective lead magnets as incentives to gather high-quality leads. Integrating Lead magnets is one of the most effective ways to gather high-quality leads. Diversifying content strategy and distributing it amongst various channels that incentivize the users in exchange for information attracts the right buyers to improve the conversion rates. Offering amazon vouchers or other discounts will lure the users into providing the required inputs.

Conclusion

Generating high-quality leads is a basic need for modern enterprises to sustain the tremendous competition and get a competitive advantage. OnDot Media helps clients to create and deliver high ROI marketing solutions to create a positive impact in the total addressable market. We have quality-oriented robust lead generation processes that allow us to deliver high-quality leads at a scale globally.

Impact Of Cookie-Less Future On Marketing

Cookies Are Not A Favorite Anymore! – Impact Of Cookie-Less Future On Marketing

As the cookie-less future approaches, there will be a definitive shift in marketing strategies and customer data collation.  With GDPR and other privacy laws becoming increasingly tighter regarding user privacy concerns, many big technology brands have already faced compliances and penalties heat. Leaders like Google and Apple have had to modify marketing strategies to ensure compliance, even after being fined heavily. The conventional cookie-based approach to personalized advertising can no longer work with the new privacy laws.

To adapt to this change and succeed through it, advertisers have to meet new customer expectations and follow regulatory constraints. Knowing that customer data collation will not be done through third-party cookies anymore, will drive companies to innovate on newer ways to connect with their customer community.

What are the new forms of customer connection in absence of cookies?

After the demise of third-party cookies, there will be two key ways brands can connect with their customers: first-party relationships and cohort-based marketing.

Cohort-based Marketing –

This approach was pioneered by Google and ad tech companies and was based on focused communication to a set of people having similar interests and intent, instead of focusing on a single user. Federated Learning of Cohorts (FLoC) is one example of this trend. But, this technology came to an end in January 2022 because of some continuing customer privacy concerns. As a consequence, the company chose a new direction called “Google Topics” (a.k.a. Topics API).

The Topics API aims to create a privacy-focused, interest-based advertising model. Topics are decided on the frequently visited sites of a user and those sites are categorized. Based on these, a user is shown similar recommendations. The Topics API is still getting mixed reviews due to the lack of suggestion accuracy. This accuracy level will take some more time till the categories increase.

First-party Relationships –

This approach is also known as First-person Cookie. A first-person cookie is direct and doesn’t depend on third-party cookie data from others. Take an example where a customer lands on the web page and accepts mail subscriptions or browser notifications. Then the company can target the prospect with relevant ads, for example, upcoming seasonal sales or discounts. In essence, personalization becomes much more effortless with first-party cookies providing the data of what a customer prefers.

How to thrive without third-party or traditional cookies –

Creating a proper marketing strategy with a monthly plan helps in effective execution. Using the below-mentioned methods can help win the marketing game sans third-party cookies –

  • Incorporating Advanced Email Marketing Analytics 

Optimizing email marketing will always remain one of the top ways to get higher returns. Email marketingsoftware that supports A/B testing on links, subject lines, and other elements is crucial. It helps to check which of these options performs better. This approach allows individual user tracking with the help of email. The brand needs to also know if a subscriber has engaged with the sales team, or taken any action on the invite or Call to Action.

  • Harnessing the Power of Push Notifications

No doubt, email marketing has exceptional ROI but it is not the only digital option available for personal interaction. Push notifications hold the potential to urge a prospect to become a customer, perhaps with repeat purchases over a period of time. Research by Airship in 2021 mentioned that opt-in rates for mobile app push notifications range from 29% to a whopping more than 70%!

The focus needs to be on creating engaging content and online/offline networking events to gain high opt-in rates, and enable further conversations by the quality of content and relevance of the Call to Action. Prospects willingly opt in to know about services and products if they like the content and experiences received.

  • Making Privacy Policy Review Crucial

Customers’ expectations about privacy policy and data protection are constantly rising. As third-party cookies are going to become a thing of the past, privacy policies need to meet the conditions of new laws. There are multiple layers to revising privacy policies for the post-cookie era, which must be carefully addressed.

The privacy policy needs to be reviewed regularly, to ensure it mirrors the customer data currently collected. Anything updated over a year ago is out of date and needs revision. Consider the scenario where building an exhaustive customer profile using a customer data platform, will demand an update to the privacy policy as there will be changes in the ways of using the customer’s data.

Next, scrutinizing the security systems will be essential even if a company has robust systems. This will safeguard highly sensitive data like financial data or personal information.

The future demands adopting new ways of personalized marketing

“Cookies were considered to be powerful because they opened the gates of personalization for digital marketers. As we bid adieu to third-party cookies as a prominent strategy, how one can achieve data-driven personalization?”

The answer lies in a resilient, practical content strategy that sits on an agile and reliable customer data platform. As brands learn to survive with new strategies in place of third-party cookies, marketing teams need to learn to improvise, adapt, and survive in the cookie-less future and still drive the necessary results.