Account-Based Marketing (ABM) has cemented itself as an effective, go-to strategy for B2B marketers. ABM allows for highly targeted and personalized marketing efforts aimed at key accounts vs. the “numbers game” of cold calling and seeing if anything sticks.
The precision of ABM ensures that marketing resources are used efficiently, driving higher ROI. However, due to the impending cookieless future, our digital marketing community is on the brink of a significant shift. As third-party cookies face deprecation, marketers must adapt to new methods for tracking and engaging with their audience.
Will Cookies Deprecate in 2024?
The conversation around the deprecation of cookies has been ongoing, with many marketers preparing for a cookieless advertising future as per the GDPR standard. After several starts and stops, Google has delayed its plans to phase out third-party cookies until at least 2025.
This extension grants marketers a welcomed extension, but a comprehensive plan for cookieless marketing remains imperative. It's not a question of if cookies will be removed but when. Marketers must proactively adopt new strategies that don't rely on third-party cookies but prioritize first-party data.
Understanding Cookieless B2B Marketing
So what is “cookieless marketing?”
Simply put, cookieless marketing refers to the strategies and technologies that allow marketers to engage with their audience without relying on third-party cookies. In the context of B2B account-based marketing (ABM), this means leveraging first-party data and other innovative techniques to maintain the precision and personalization that ABM is known for.
While the loss of cookies presents challenges and changes to a long-standing way of doing things, it also opens up opportunities for marketers to build deeper, more direct relationships with their audience using first-party data.
How to Leverage AI in Account-Based Marketing
Artificial intelligence (AI) and machine learning (ML) have revolutionized marketing by providing advanced tools for data analysis, customer insights, and campaign optimization. AI in account-based marketing can be valuable for managing campaigns without relying on cookies.
AI-Powered Predictive Analytics
Predictive analytics powered by AI helps marketers anticipate the needs and behaviors of their target accounts. By analyzing historical data, AI can predict which accounts are most likely to engage, allowing marketers to tailor their strategies accordingly.
AI for Data Collection and Analysis
Implementing AI into data collection processes enables marketers to gather insights without relying on third-party cookies. Techniques such as natural language processing (NLP) and sentiment analysis can extract valuable information from unstructured data like social media posts and customer reviews. Machine learning algorithms can then uncover deeper insights and trends, providing a comprehensive understanding of target accounts.
Personalization and Targeting with AI
AI enhances personalization efforts by enabling marketers to deliver highly relevant content to their audience. For example, AI can analyze a prospect's behavior and interactions with a brand to create personalized content that resonates with them. Advanced targeting strategies using machine learning include lookalike modeling and dynamic segmentation, which allow marketers to identify and engage with high-potential accounts more effectively.
How RollWorks Can Help You Leverage AI in Account-Based Marketing
At RollWorks, we understand the importance of integrating AI in account-based marketing strategies and are ready to navigate a cookieless future. Our platform leverages advanced AI and machine learning technologies to enhance data collection, analysis, personalization, and targeting. By partnering with us, you can ensure your ABM efforts remain effective and future-proof.
Key Takeaways
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The deprecation of cookies is imminent; marketers must prepare for cookieless advertising.
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Cookieless marketing relies on first-party data and innovative techniques to maintain precision.
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AI and machine learning are essential for managing account-based campaigns without cookies.
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RollWorks offers advanced AI solutions to enhance your ABM strategy.
Ready to elevate your AI in account-based marketing? Request a demo with RollWorks today.
By incorporating these strategies and leveraging the power of AI, you can stay ahead of the curve and ensure your marketing efforts continue to drive success in a cookieless world.
About the Author
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