The Virtual Event Evolution: The Sweetness of First-party Cookies
Mix First-party Cookies With Hybrid Events and Intimate Audiences
We outlined in our previous blog posts in this series, The Virtual Event Evolution: The Future of Hybrid Events and The Intimate Audience Impact, that B2B marketers can use events to gather reliable data from registration to individual touchpoints across the attendee’s journey. Marketers can easily see what sessions an attendee visited, what content they downloaded and engaged with during the event, and what insights they shared on post-event surveys. In addition, by embracing more intimate sessions, B2B organizations can create more targeted campaigns full of relevant material that will create a larger impact for the ABM strategy. In fact, marketers can go as far as hosting additional sessions, roundtables or think tanks directly targeted at specific accounts, creating a personalized experience.
While third-party cookies do offer some advantages, they are not nearly as reliable as first-party cookies and personal connections
By tracking attendee behavior throughout the course of the event, B2B marketers can utilize first-party cookies to strengthen ABM tactics. Authentic connections and relevant personalization are organically developed with dependable data. The campaign messages will resonate with attendees and foster a continued relationship with the content. While third-party cookies do offer some advantages, they are not nearly as reliable as first-party cookies and personal connections. B2B buyers are in search of organizations that greet them with authenticity, an innate understanding of their businesses, and relevant content strategies. The new data privacy protection initiatives will only pave the path forward to more targeted opportunities for partnership.