How you can leverage identity-based marketing in a compliance-driven world

B2B marketers have had to reconsider their strategies amid an increasingly complex compliance landscape. With stringent privacy policies and user consent requirements, marketers are looking for alternatives to the ubiquitous third-party cookies to harvest relevant data.

First-party data rules the roost

Today, first-party data or any information collected from visitors’ activities on your own website and through marketing initiatives is the prime channel for knowing your audience.

For B2B companies, the target audience is often split into multiple roles within the same account. This state of affairs requires a much more focused strategy with in-depth knowledge about individual profiles within an account. The challenge most marketers face is that they often have to deal with buyer groups spanning from three to 10 personas.