Is a Cookie-less Future Good for B2B Sales?

Staff WritersB2B technologyForecasting & Performance ManagementSales & Marketing

By Paroma Sen On Jul 7, 2021

Is a Cookie-less Future Good for B2B Sales?

Google’s plans to deprecate third-party cookies has been weighing on most sales and marketing leader’s minds. Now is the time for brands, sales leaders and marketing teams to shift plans and identity strategies that can still work to their benefit despite it.

There are several perceptions surrounding a cookieless future. But in a way, is a cookie-less future good for both salespeople and marketers?

Let’s dive into a few aspects to explore the benefits that Sales teams can look forward and to understand what can help sales leaders prepare for a cookie-less future and still derive deeper understanding of their prospects and customers;

Better Unified Data and Processes between Salestech-Martech and Sales and Marketing bTeams

Martech and salestech as industries have matured over the years, sophisticated data management platforms and CDPs or related technologies provide for strong audience segmentation and instant campaign management and activation across multiple channels.

A cookie-less future means that marketers and salespeople have to work closely together to unify their data and centralize customer records. A more aligned sales and marketing data approach and process can lead to 36% higher customer retention rates and it can make companies 67% better at closing deals.

Centralized records and processes that allow inter team sharing of key analytics as well as CRM data, and email marketing statistics will become a priority so help both teams structure visitor and prospect preferences and interest.

When there is a more seamless sharing of information between marketing and sales, salespeople are equipped with the right information to track and lead customer conversations with relevance.

Improving Emerging Processes and Solutions

When does it take for brands to be more ready for a cookie-less future? New browser integrations that help capture better first-party data while working on strengthening first-party and second-party data ecosystems can still lead to improved contextual targeting and brand campaigns. A cookie-less future opens more opportunities for sales and marketing teams to overhaul processes and focus on implementation of newer solutions that can enrich their access to customer preferences and data.

These solutions or integrations might not have come to the fore without the need to prepare for a cookie-less future, in a way, allowing marketing and sales teams to capitalize on newer innovations to improve their digital customer journeys and overall customer experience.

In turn, this benefits martech and salestech innovators because the onus now lies on them to develop seamless, integrations with more options that allow for transparency and results.

Welcoming an Era of Customer Transparency

What led to the decision to have a cookie-less future? Increased consumer demand for transparency and the need for better control over personal data can be two main highlights along several other factors.

In this new era of transparency, marketing and sales can optimize use of CMPs and consent management platforms to further streamline how will they respect customer preferences and capture interest.

At a time when consumers are continuously demanding better experiences from the brands they interact with, this is the time for marketing and sales leaders to not think of a cookie-less future as the end of the world but the beginning of a time where they can use new technology trends to drive customer interest.

Consumers now demand that the brands they interact with are transparent about how they use their data and what purpose it might be used for in future as well.

While marketing and sales use this time to work on improving privacy policies and data collection practices, it is also a time to reinvent processes that might have become stale over the years.

End Note: It’s All About Overcoming Temporary Challenges

Creating a strong cookie-less marketing and sales infrastructure for the future can lead to more interesting online experiences. Marketers and sales leaders are not restricted by regulations to play by a limited framework anymore. The key lies in anticipating basic challenges surrounding data collection flaws and privacy regulations.

The right data strategies, combining first-party data strategies to integrate with second-party and third-party strategies can still provide marketing and sales teams the information they need to drive customer conversations and experiences.