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How B2B Marketers Use First-Party Data After the Cookie Crumble
Description
In this episode, Lucas and Luna dive into how B2B marketers are adapting to the loss of third-party cookies by leveraging first-party data from their own channels. Using the example of enterprise software company Workday, Lucas explains how they built a proprietary intent signal by tracking content engagement across their blog, webinar attendance, and trial sign-ups. He walks through the technical and organizational challenges: data silos, privacy compliance, and the need for a unified customer data platform. Luna pushes back on whether smaller teams can replicate this without Workday's resources, and Lucas shares a surprising stat: a mid-market SaaS firm with 50 employees cut its cost per lead by 22 percent using only first-party data. The episode also covers the shift from broad top-of-funnel campaigns to account-based personalization, and why Gartner predicts that by 2028, 70 percent of B2B marketing will be built on first-party data. A concrete, practical look at what the post-cookie world actually means for demand gen teams.