At Twogether, we’ve been tracking these trends, engaging with thought leaders, and developing actionable frameworks to help marketers succeed in the data driven era that marketers must embrace to deliver growth.
From these discussions around first party data strategy, it is clear that most B2B marketing teams are dealing with siloed data and outdated frameworks, which prevent them from capitalizing on the wealth of first party data they already possess. Let alone considering a strategy for capturing additional first party data with an increasingly privacy-focused audience.
So, as demand for transparency and control over how consumer data is used remains steadfast, balancing trust and value is now more important than ever.
It’s (pretty) simple: brand publishing
To gain meaningful first party data, marketers need to rethink how they approach value exchange.
The era of simple lead generation tactics, such as offering a whitepaper in return for an email address is well and truly over. Modern buyers expect more nuanced, value-driven interactions before they hand over their data. So, deliver those interactions you must – and consistently to build trust too!
There are three core principles to brand publishing to help generate this value exchange:
Create Irresistible Content: Focus on producing high-quality, engaging B2B content marketing that adds tangible value for your audience. From in-depth reports to interactive tools and podcasts, premium content establishes trust and positions your brand as a leader.
Embed Value in Every Interaction: Ensure every touchpoint delivers clear value to your audience. Consistency is key. Whether it’s an email, a social post, or an event, your audience should come away feeling they’ve gained something meaningful, reinforcing trust.
Understand and Address Buying Committees: In B2B, purchasing decisions involve multiple stakeholders. Map and cater to the needs of diverse decision makers to ensure your content resonates across the entire buying committee.
At our first party data event, we heard from brands like Sage and Workday that have demonstrated how investing in podcasts, dynamic digital platforms, and high-quality storytelling not only engages audiences but also fosters trust and loyalty. As noted by our Executive Media Director, Michele Reale in the post-event podcast episode:
“It's just a mindset, moving away from a more information-based model to a value-based one. A content approach which will generate more data to use.” You can listen to the full episode here.
So, you've pivoted your model to becoming a consistent brand publisher and are sharing high quality content with your audience across their journey. Now what?
The gold dust is within reach, and it’s time to capitalize on it. Being a brand publisher is just one step on your journey to a fully-fledged first party data strategy.
Twogether have crafted a First party Data guide, designed to help organizations maximize the value of their data while remaining compliant and customer-focused.
Discover the 5As – an actionable framework that provides detailed steps for each stage of your journey:
To unlock the true potential of the 5As, download our full guide 'Turning Data into Gold' to explore how we can help your organization succeed in a first party data centric world.
Or if you'd like a deeper dive, get in touch and one of our data experts will be happy to help.