Now that the guidelines have been updated and improved, companies have only two options. It is now mandatory to adapt to the new policy, to protect users' privacy. Furthermore, in light of these changes, there is an increasing need to find a solution in an increasingly cookieless scenario to remain competitive.
In order to properly evaluate which technology is best suited to your business, it is useful to understand what alternative solutions there are beyond what Google offers.
We are obviously talking about first-party cookies, but also about tools such as anonymous tracking tools.
First-party cookies
The most immediate solution is Google’s Privacy Sandbox, which we discussed in more detail in the previous article. However, there is another solution that comes to mind when thinking about how to replace third-party cookies on your B2B platform . It is, of course, the use of first-party data .
Even though it is the best solution in terms of user experience quality, first-party data requires a very “expensive” screening activity , especially in terms of human and technological resources.
For example, first-party data includes users' email addresses (retrieved via forms and private areas on proprietary sites), and all information that can be obtained from registration to private areas in B2B platforms and sites. This data can then be transported to CRM (Customer Relationship Management) and CDP (Customer Data Platform).
This data must then be analyzed by the same B2B platforms and used to personalize georgia phone number library communication : this is certainly the best solution for the user, but it is also the one that requires the greatest effort on the part of companies.
B2B Platforms: Know Your Anonymous Traffic
Cookies can be replaced by solutions capable of guaranteeing performance and results that are still satisfactory and up to par with the previous ones.
One of the possible solutions is the use of so-called anonymous tracking software . These software allow you to know the company, location and type of device of those who visit your website.
Anonymous tracking is based on the collection and use of the user's IP address , a piece of data from which it is possible to deduce, anonymously and in compliance with privacy, a series of useful information such as the geographic location of connected devices.
By doing so, first of all, it is possible to discover whether the companies that visit our website are in target and which pages from time to time arouse the greatest interest with respect to the product category of the user company: this information is extremely useful for optimising the advertising budget .
B2B and Lead Generation Platforms
Lead generation is exactly this: knowing the companies and how they have interacted on our site allows the sales and marketing department to proceed with an initial contact without having to fill out any form through dedicated B2B platforms.
In fact, knowing the company's needs, it is much easier, after having identified the contact person, to offer your products/services with the right approach.
An example of a B2B platform for lead generation is definitely Lead Champion . Our proprietary tool, the richest in company data in Italy, analyzes traffic and provides a whole series of information about the user and his company. This way you will be able to get in touch with interested leads with minimal effort.
Lead Champion can be easily inserted into any company website, either through tag manager or through our proprietary plugin for WordPress. Furthermore, and this is a unique novelty for this type of tool worldwide, Lead Generation Lead Champion also works with cookies completely disabled!
In fact, our technicians have developed a system with two scripts that work alternatively based on the choice the visitor makes regarding the cookie policy. Lead Champion is thus able to provide the maximum result in terms of B2B marketing, while ensuring compliance with the cookie policy and the user's choices.
