Best Practice Report

Frontline Marketing Must Develop New Audience Strategies In Response To Data Deprecation

July 24th, 2023
John Arnold, Principal Analyst
John Arnold Principal Analyst
With contributors:
Steven Casey , Emily Wen , Arianne Burnette

Summary

Data deprecation is limiting B2B frontline marketers’ ability to leverage insights for relevant interactions. More business buyers are reluctant to share contact information, accept cookie tracking, or request a sales conversation due to privacy and data usage concerns. Operating systems, closed ecosystems, and governments are continually limiting access to buyer data, and companies are putting their own limits on data access and usage for marketing use cases. This report helps frontline B2B marketers meet these challenges by designing a new approach that can engage buyer audiences pseudonymously with respect and relevance.

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