Navigating to a future with First-Party Only Advertising

1. Data
Advertising
Driven
K
K
Navigating to a future with
First-Party Only Advertising
Kwanzoo

2. ”
Kwanzoo
Customer expectations are
evolving as rapidly as the digital
channels and platforms we use to
reach B2B buyers today.
Customer expectations are
evolving as rapidly as the digital
channels and platforms we use to
reach B2B buyers today.
Navigating to a future with 1st Party-Only Advertising
The world is changing faster than ever, and so is the world
of advertising. Customer expectations are evolving as rapidly
as the digital channels and platforms we use to reach B2B
buyers today. New privacy regulations like GDPR and CCPA,
have only added to the uncertainty faced by global
enterprises that use advertising to reach their target
accounts.. In response to these changes, marketers’ top
three priorities are now around innovating, engaging
customers in real time, and complying with privacy
regulations.
But no matter what changes about advertising, there’s one
thing that won’t change — and that’s the fact that successful
advertising is (and has been for the last century) about
testing and measuring data so you can understand your
customers and have the most relevant conversations
possible. With today’s data and technology, marketers have
the opportunity to understand their customers better than
ever.
This field guide is your introduction to the data-driven future
of advertising for B2B companies, from a B2B buyer-centric
strategy development to cross-channel campaign launch
and data analysis.
001
How to understand your
B2B buyers through data
Chapter 1
How to create a buyer-
centric advertising strategy
Chapter 2
How to launch and measure
cross-channel campaigns
Chapter 3

3. Chapter 1:
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How to understand your B2B
buyers through data
Most businesses collect B2B buyer data in some way, but not all businesses proactively
use data to understand their buyers and make them feel known and seen in helpful ways.
When your prospect and customer data is connected together through the right
technology, it can be a treasure trove of insights that can help you build better journeys for
your prospects as they are researching your products and solutions, as well as your
customers as they get more invested with your company.
Data privacy laws are evolving worldwide, and what was appropriate a few years ago may now give rise
to complaints or even legal action. Respecting privacy and providing transparency are key to building
trusting, empathetic buyer relationships through data your audience wants you to have. That’s why the
world’s most popular internet browsers are phasing out support for third-party cookie-based data
collection, and leading marketers are now shifting their focus to first-party data — which B2B prospects
and customers give companies permission to collect directly.
Fifty-eight percent of B2B buyers are willing to share their information if they’re comfortable with the value
they receive in exchange, so many marketers are taking steps to meet and even exceed today’s privacy
regulations. To do this yourself, you can communicate with prospects to ensure consent and use data
privacy tools that add consent forms and steps to your buyer journeys. Just remember that the privacy
landscape is changing fast, so it’s best to use tools that can help you adapt quickly.
Start every buyer relationship with consent.
That might be why 78% of marketers
describe their buyer engagement
as data-driven.
That might be why 78% of marketers
describe their buyer engagement
as data-driven.

4. The data-driven future of advertising is only possible through data unification. Today’s leading B2B
marketers are using marketing automation to manage their engagement with known buyers (contacts)
through marketing emails. Some companies then augment the marketing automation-powered buyer
engagement with anonymous buyer engagement data collected through data management platforms
(DMPs). Other companies are combining MAPs with customer profiles stored in customer data platforms
(CDPs) to create a single view of all known buyer activity across every channel.
Traditional DMPs and CDPs often fall short for B2B companies, due to their lack of understanding of the
specific nuances of B2B data taxonomies (accounts, buyers, buyer personas, buying groups, account-
based audience segments, and more). Newer B2B Go-to-Market (GTM) platforms provide some critical
capabilities while “connecting the dots” between MAPs, CRMs, DMPs, and CDPs at B2B companies. Some GTM
platforms are additionally addressing the specific requirements around 1st party cookie collection across all
online channels, with support for activation of these 1st party cookie audiences through media buying
platforms (DSPs) of programmatic ads. In a nutshell, these platforms and tools collectively are the key to
data-driven advertising at global scale.
To start unifying data sources, it’s important for marketers to work with other departments such as sales and
customer success to evaluate all relevant data across the company. You may even need to reach out to
outside agencies and partners to get a handle on all your past customer interactions.
Once you know where your data is, it’s just a matter of accurately organizing and uploading it to your B2B
GTM, DMP and CDP platforms. With dedicated oversight and a little help from B2B GTM experts who also truly
understand your GTM and data strategy, you’ll be ready to use unified data to build connected customer
experiences before you know it.
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Step away from silos and connect buyer data.
Lay a data foundation.
Successfully connecting your target account, prospect and customer data starts with a clear strategy. This
means you need to start with a plan and decide what kind of data you need, how you want to segment
your audiences, and how you want to use data to personalize your buyer engagement.When your strategy
includes detailed planning on these points, you’ll have a clear understanding of how to proceed once you
start gathering prospect and customer data in a unified platform.
”
GTM platforms can connect
the critical dots between MAPs,
CRMs, DMPs, and CDPs
GTM platforms can connect
the critical dots between MAPs,
CRMs, DMPs, and CDPs

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Chapter 2:
How to create a buyer-centric
advertising strategy
As a result of nearly endless choices in the marketplace today, customers are more demanding than ever.
In fact, 72% of today’s customers expect companies to understand their needs. That’s why it’s crucial to put
customer needs at the center of your business goals. With enough unified data, the right data architecture
and taxonomy, and a customer-first mindset, you can create advertising journeys that relate to each
buyer’s interests and build trusting relationships over time.
When each target buyer, and their associated account has a unified identity across all of your marketing
technology, you’ll have the information you need to build B2B marketing strategies based on their (or their
persona’s) preferences on every channel. Plus, by delivering relevant content on the right channels at the
right time, you can gather buyer engagement data to inform both your marketing programs and sales
outreach going forward — it’s a gift that keeps on giving for marketers, sales teams, prospects and
customers alike.
Start every buyer relationship with consent.
Treating each target account, and buyers at that account as an individual is essential. It’s important to be
able to deliver different offers and messaging to unique audiences based on their needs. With B2B
marketing, it may not always be possible to personalize at the individual buyer level. It can then be very
beneficial to personalize to each of the key target buyer personas (e.g. VP of Marketing, CFO, Sales
Managers).
Through a B2B GTM platform, that is combined with a data lake or customer data platform (CDP), that easily
connects into third party marketing and sales data sources, marketers can use data to identify key traits
about both prospects and existing buyers at their target accounts. Marketers can use that information to
generate target account lists that match their ideal account profile(s) (IAP) for each line-of-business (LOB)
within their Company. They can then focus on the right set of prioritized accounts and key target personas
for tailored B2B advertising.
Targeting accounts and B2B buyers or specific personas (a group of buyers with similar expectations
around specific products or solutions) on a 1-to-1 basis is a foundational part of delivering the best
experiences to each prospect and customer. With a full understanding of each customer’s interests and
past interactions, you can improve experiences by personalizing all of your future interactions specifically to
what those prospects and customers want.
Think through the best experience for each target buyer & create a personalized journey.

6. Kwanzoo
Operationalize standardized account and buyer taxonomies, and first party-cookie support.
A key challenge for marketers today is the lack of standardized account and buyer taxonomies across the
10s to 100s of marketing, sales and customer success platforms, applications and tools that are in use
across B2B companies, whether early stage venture-funded startups, unicorns or more mature mid-market
and large enterprise customers.
Buyer taxonomies (e.g. personas, seniorities, departments, job functions, and more) often vary by data
provider. Account identification varies across sales systems (e.g. CRM, Sales Engagement) and third party
data (e.g. Intent and Audience data providers). Typical account identification approaches today do not
support account hierarchies, tracking corporate entities versus the line-of-business, tracking engagement
or demand at a site location level.
Marketers must ask the hard questions of their GTM and ABM platform providers as to how they are
addressing these urgent marketer challenges. Leaving them unaddressed can lead to significant
disconnects in reports delivered to Sales teams (SDRs, Sales Reps, Account Managers, others). That can
additionally translate into lost Sales productivity, and wasted media and marketing program spend.
Finally, it is essential that your GTM and ABM platform partners are actively developing solutions, and can
advise you on a clear strategy and roadmap for managing all of your account-based audiences, using
first-party cookies. They must be able to explain how their platform can help you run omni-channel
marketing programs that are designed to track all accounts and individual buyer engagement, using first-
party cookies that are owned by your Company, and not any third party technology, data or services
provider.
Today’s leading marketers are delivering powerful 1-to-1 contextual engagement, including campaigns
personalized to topics customers care about most, products/solutions of interest, or content assets that
speak to their specific persona. They additionally plan for suppression of ads that don’t apply to certain
accounts or target buyers — all based on a unified view of each target account and buyer’s engagement
history with the brand.
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Consider your next steps.
Remember, personalized advertising and target account and buyer engagement isn’t just about
single moments of connection. It’s really about creating experiences across their buyer journey that
shifts, moves, and evolves based on who the account is, the relevant personas at that account, the
content they interact with, and what they’re interested in.
To truly drive growth with data-driven advertising, you need to have a clear plan for what your next
steps are right from the very first buyer interaction at any of your ideal account profile (IAP)
accounts. Consider how that first engagement can be a jumping-off point for future interactions
and an overall journey personalized to each target persona and buyer.

7. Chapter 3:
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How to launch and measure
cross-channel campaigns
The future of advertising is all about meeting the right prospective buyer at a target account, or the right
buyer at an IAP account, with the right content at the right time on their preferred channels. Data is the key
to connecting with customers this way.The sophisticated and impactful campaigns of the future will
continuously use data to integrate relevant content throughout a buyer’s ongoing journey with the brand.
While artificial intelligence and automation promise the potential for optimizing content for different
audiences in real time, based on customers’ actions, to ensure the best outcome, today’s GTM and ABM
orchestration and execution platforms continue to require strategic input on messaging from marketing
strategists, and the processes require some level of human intelligence and periodic monitoring and
intervention to be effective.
Optimize every campaign with data-driven insights.
When building a data-driven campaign, you can begin by analyzing the journeys your target buyers and
customers are currently on, and measuring the success of different content and channels throughout those
journeys.
Advertisers are reaching customers through a multitude of channels and formats. With cross-channel
measurement, advertisers can better understand customer preferences and ensure that every message is
relevant, authentic, and personalized.
Today campaign planning always calls
for alignment with business outcomes
and KPIs, supported by data.
Today campaign planning always calls
for alignment with business outcomes
and KPIs, supported by data.

8. As marketing budgets continue to shrink, proving clear value and ROI is more important than ever. With
unified marketing data and automation, today’s leading marketers are delivering deep and insightful
measurement reports about their advertising campaigns and customer journeys.
While it’s still essential to generate leads, it’s becoming increasingly important to track customer-centric
metrics — such as individual buyer engagement, both known and anonymous buyers at target accounts.
It is important to think beyond landing a deal at a prospect to turn them into a customer, to then consider
how to improve metrics around customer satisfaction and customer lifetime value — as well as growth-
related metrics — such as return on marketing investment, funnel conversion rate, and sales/revenue —
as marketing teams seek insights that can inform improved customer journeys and bottom-line business
impact.
To prepare your measurement and reporting process for the data-driven future of advertising, you need
to connect and harmonize all of your marketing and customer data sources through a unified marketing
data model that adapts to any new campaign or channel. A key best practice is to create a standard
marketing data taxonomy that you can scale across different business units, regions, and teams. This
helps keep the reporting conversation consistent, no matter where it takes place.
While artificial intelligence and automation promise to streamline measurement and gain real-time
insights, modern marketing requires the best practices insights and human intelligence of strategists
within your team, or at your marketing services partners. By evaluating your business goals and your
target buyers’ needs, you can better align marketing to business outcomes. By using data as a starting
point, you can help create a culture of continuous marketing optimization that benefits both your
customers and your quarterly reports.
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Get efficient marketing insights with automated measurement.
Fundamentally, data is information — and information is insight. Be sure to consistently use your
marketing data to see how your advertising is working, and keep track of which parts of your campaign
are working well and which parts may not be as successful.With an eye on continuous improvement, you
can find ways to create truly compelling and personalized customer campaigns that evolve over time,
powered by real-time updates based on your data.
Always find ways to improve.
”
Connect and harmonize all of
your marketing and customer
data sources through a unified
marketing data model.
Connect and harmonize all of
your marketing and customer
data sources through a unified
marketing data model.

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The future of advertising is coming at us fast, but
with the right data and the right tools, every
marketing and brand leader has the opportunity
to simplify the process for their team. By informing
your marketing with real-time insights from your
customers’ preferred channels, you can create
compelling journeys that connect with your
customers and help your brand stand out.
The story of data-driven advertising is still being
written, and we want to hear about your story, too.
If you have any suggestions about ideas to add to
this primer, please reach out to Kwanzoo on
LinkedIn or Twitter — and tag your message with
the hashtags #accoutbasedGTM
Conclusion