{"id":1613,"date":"2022-02-25T16:00:00","date_gmt":"2022-02-25T16:00:00","guid":{"rendered":"https:\/\/rblog.it\/en\/?p=1613"},"modified":"2022-02-25T16:19:46","modified_gmt":"2022-02-25T16:19:46","slug":"predictions-data-changes-2022","status":"publish","type":"post","link":"https:\/\/rblog.it\/en\/web-marketing\/predictions-data-changes-2022\/","title":{"rendered":"5 Predictions on Data Changes to Future-Proof your 2022"},"content":{"rendered":"\n

In 2021, B2B marketers<\/strong> encountered a slew of bewildering data-related issues, ranging from the loss of cookie data to a postponed transition to a cookie-less world to a rise in ‘opt-out’ legislation that has decreased the quantity of data accessible.<\/p>\n\n\n\n

How can you make the most of data in 2022?<\/h2>\n\n\n\n

The considerable concern on marketers’ minds <\/strong>as the tracking cookie starts to collapse is, “What will we do now?” How can we better understand our consumers while future-proofing our IT stack and marketing strategy<\/a><\/strong>?<\/p>\n\n\n\n

The good news is that, despite all of the upheaval and uncertainty, B2B marketers will have lots of possibilities to re-define their use of data in 2022, resulting in improved prospect engagement and campaign effectiveness.<\/p>\n\n\n\n

1. Before the formal deprecation, cookies will be long gone<\/strong><\/p>\n\n\n\n

Cookies may have been delayed in their demise. Still, they’re already on their way out: Tracking cookies are already disabled by default in Firefox and Safari. Moreover, Google<\/strong> said it would not implement alternative user-level ad IDs substitute for third-party cookies. As a result, cookies are gradually becoming null and invalid, far sooner than we anticipated.<\/p>\n\n\n\n

As a result, B2B marketers will migrate away from cookies in the following months and turn to Martech and ad tech to give a longer-term solution that delivers the same, if not more significant, insights into customers and prospects. Unified IDs are one such option.<\/p>\n\n\n\n

2. B2B marketers will place a greater emphasis on unified IDs<\/strong><\/p>\n\n\n\n

Unified IDs allow the marketing industry<\/strong> to prosper in a cookie-less environment by creating a unique ID for users that can be monitored throughout the whole digital ecosystem without further synchronization. Unified IDs are a user’s personal, static, exchangeable, and interoperable identity that considers all of their touchpoints.<\/p>\n\n\n\n

We’re already seeing creative B2B marketers use Unified IDs’ various benefits <\/strong>over cookies. For example, they have a longer shelf life than cookies, making it simpler to create audiences, identify behavior patterns, and track activation results over time. Furthermore, since Unified IDs are omnichannel, I anticipate seeing an extension of data sources beyond what we’re accustomed to, such as incorporating more current channels like SmartTVs and wearable technologies. Finally, I believe that the expanded adoption of Universal IDs will result in far more reliable and accurate data for marketers, giving them a complete picture of intent.<\/p>\n\n\n\n

\"\"<\/a><\/figure><\/div>\n\n\n\n

3. ABM will become a norm in the industry<\/strong><\/p>\n\n\n\n

There has already been a tremendous acceptance of ABM, with 70% of marketers indicating that they already employ an ABM system, compared to just 15% in 2020. However, I predict these statistics will rise considerably higher next year.<\/p>\n\n\n\n

More and more B2B marketers see the value of personalization and targeting<\/strong> in their efforts. We already have the necessary technology and precise data<\/strong>; it’s just time until B2B achieves 100 percent ABM.<\/p>\n\n\n\n

ABM allows for a far more personalized marketing strategy<\/strong>, fosters alignment between marketing and sales teams, and shortens the sales cycle. Traditional tactics are far less exact and quantifiable than ABM, resulting in a clearer ROI and increased efficiency of marketing and sales teams<\/strong>.<\/p>\n\n\n\n

ABM is also a more appealing option for marketers since marketing spending as a proportion of sales is at an all-time low. Therefore, marketers are looking for solutions that allow them to do more with less. That is precisely what ABM does. Traditional mass advertising and less focused digital techniques waste less due to its efficient and targeted type of outreach.<\/p>\n\n\n\n

4. B2B data will adopt a “less is more” philosophy<\/strong><\/p>\n\n\n\n

From both a sales and marketing standpoint<\/strong>, it has long been assumed that the more data, the better. During the epidemic, this was especially true. As a result, many organizations have attempted to substitute lost in-person and telephone sales with digital content and platforms<\/strong>, failing to recognize the contemporary B2B buyer’s purchasing stage or digital journey. Consequently, we’ve seen that purchasers are being bombarded with irrelevant and out-of-context messages.<\/p>\n\n\n\n

As B2B demand generation teams realize this, I anticipate a much-needed change in mindsets in 2022<\/strong>. Marketers prefer to focus exclusively on the most valuable, relevant, and accurate information. Marketers may focus on having a clear perspective of consumers’ intents and where they are in their purchasing journey by cutting through the data noise that has become such a distraction in recent years. Nothing else matters, and over the next 12 months, a growing number of B2B marketers will recognize this.<\/p>\n\n\n\n

5. Data integration will provide you with a better picture of your customers<\/strong>.<\/p>\n\n\n\n

Finally, I anticipate marketers will try to eliminate data silos and consolidate all of their insights into one single platform<\/strong> by a simplified set of data points. They will be able to create a better and more accurate image<\/strong> of their audiences<\/strong> due to this.<\/p>\n\n\n\n

More integration between diverse data sources<\/strong>, such as first-party and third-party intent data, is something I anticipate seeing in the future. This will be loaded with other information <\/strong>like firmographic and technographic data. B2B marketers will be able to gain a complete picture of their customers due to this.<\/p>\n\n\n\n

B2B marketers that recognize these changes in the data environment<\/strong> and adjust their strategy and campaign activations<\/strong> appropriately will surely win next year.<\/p>\n","protected":false},"excerpt":{"rendered":"

In 2021, B2B marketers encountered a slew of bewildering data-related issues, ranging from the loss of cookie data to a postponed transition to a cookie-less world to a rise in ‘opt-out’ legislation that has decreased the quantity of data accessible. […]<\/p>\n","protected":false},"author":4,"featured_media":1621,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_wds_title":"","_wds_metadesc":"","_wds_focus-keywords":"data, data changes, 2022","_wds_canonical":"","sync_status":"none","episode_type":"audio","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","castos_file_data":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","wds_primary_category":1,"footnotes":"","_wds_robots-noindex":"","_wds_robots-nofollow":"","_wds_opengraph-title":"","_wds_opengraph-description":"","_wds_twitter-title":"","_wds_twitter-description":""},"categories":[1],"tags":[143,144,42,85,80,40,96,53,52,75],"series":[],"class_list":["post-1613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-web-marketing","tag-143","tag-data-changes","tag-digital-marketing","tag-google","tag-marketing","tag-seo","tag-seo-strategy","tag-social","tag-social-media","tag-strategy"],"episode_featured_image":"https:\/\/rblog.it\/en\/wp-content\/uploads\/2022\/02\/rsz_2takahiro-sakamoto-imued0tpo1s-unsplash.jpg","episode_player_image":"https:\/\/rblog.it\/en\/wp-content\/uploads\/2021\/11\/rblog-podcast.png","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"dark","subscribeUrls":{"apple_podcasts":{"key":"apple_podcasts","url":"","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"stitcher":{"key":"stitcher","url":"","label":"Stitcher","class":"stitcher","icon":"stitcher.png"},"google_podcasts":{"key":"google_podcasts","url":"","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/5IjCCrGAVU62CiHVLLbjTY","label":"Spotify","class":"spotify","icon":"spotify.png"}},"rssFeedUrl":"https:\/\/rblog.it\/en\/feed\/podcast\/growth-marketing-rblog","embedCode":"

5 Predictions on Data Changes to Future-Proof your 2022<\/a><\/blockquote>