Third-party cookies are going away, which will change the world of digital marketing “Cookieless World”. Such browsers, such as Safari and Firefox, are already blocking third-party cookies by default. The Chrome browser started to schedule blocking third-party cookies at the end of this year. This will greatly impact the way we do B2B SaaS marketing. The change will concern mostly targeting, cross-site retargeting, search engine optimization, setting the proper frequency in caps and ads, driving attribution, and reporting. However, you can turn this change into an opportunity for your B2B SaaS to thrive by building brand loyalty and engaging with your B2B SaaS prospects more effectively.
Today, you have hundreds of third-party cookies and you need to map between them to gather data. Moreover, by jumping between the third-party cookies, you lose some part of data that could be valuable. However, in the near future, you will be able to move data intact across various identifiers that should also be consistent.
Cookies are not as reliable in understanding the Buyer’s journey in B2B SaaS. They fail to show the value of data exchange between customers and companies. Therefore, without cookies, you will need to build a strong data set with comprehensive information about your B2B SaaS leads, which would help you to understand them better. By understanding your prospects’ pain points well, you will be able to generate more leads and increase B2B SaaS revenue growth.
Your B2B SaaS leads will also voluntarily share their information in return for the value that you can offer. The value can be conveyed in the free content or engagement with the marketing activities, such as signing up for the newsletter. Every impression the marketer will buy will be measurable. By leveraging people-based identity for frequency capping and suppression, marketers will be able to ensure that the B2B SaaS target audience sees the right number of ads that will increase your company’s ROI.
It would also be beneficial to start running your B2B SaaS ads using the walled gardens approach, which presupposes keeping all the information and user data within the organization with no intention of sharing it. Compare their data accuracy, match rate, performance, and engagement with paid ads on the open web. Another activity you can test is contextual targeting. You can put relevant offerings for your B2B SaaS target audience at the time and place where they show interest.
First-party data enables you to make the Buyer’s journey of your B2B SaaS leads more personalized. From website visit data, you can learn about the company that your ICPs represent, and you will be able to tailor your messages and offers based on this information. Advanced analytics of first-party data may show the prospects’ buying intent and help lead optimized Buyer’s journey. You will also be able to see their behavior on your B2B SaaS website for cross-channel retargeting. This will lead to increasing B2B SaaS lead generation and revenue growth.
A cookieless world will significantly change B2B SaaS marketing. However, that does not mean that your company cannot thrive on it. Turning this change to the advantage for your B2B SaaS can bring more leads and return of ROI than with the third-party cookies.
P.S. By the way, you may be interested to learn which B2B SaaS Marketing Agency can help you with marketing – and you came to the right place. Check us out at, “Revenue, Inc.” 😉