How B2B Marketers Use First-Party Data After the Cookie Deprecation

Episode notes

Episode 41 of B2B Marketing with Fexingo tackles the biggest shake-up in enterprise demand gen: the deprecation of third-party cookies in Chrome, which rolled out earlier this year. Lucas and Luna break down how B2B marketers are pivoting to first-party data strategies, using a concrete case from a $200 million cybersecurity firm that rebuilt its entire ABM engine around zero-party intent signals. They walk through the specific tactics—progressive profiling on gated content, CDP-based account enrichment, and sales-intelligence layering—that turned a 30 percent drop in web-identified leads into a 15 percent increase in pipeline quality within two quarters. The episode also covers the risks of over-relying on first-party data, like sample bias and scale limitations, and why a hybrid approach with clean room partnerships may be the next frontier. If you're a B2B marketer trying to make sense of a post-cookie world, this one's for you.