Lucas
B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles
How B2B Marketers Use First-Party Data Without Third-Party Cookies
- Published
- July 18, 2026
- Duration
- 10:05
- Summary source
- description
- Last updated
- Aug 16, 2026
Discusses With third-party cookies crumbling, B2B marketers are scrambling to build first-party data strategie…
Summary
With third-party cookies crumbling, B2B marketers are scrambling to build first-party data strategies. Lucas and Luna unpack how enterprise marketers at companies like Salesforce and HubSpot are using zero-party data from interactive content, first-party intent signals from owned communities, and partnership data from co-marketing to replace lost cookie s…
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Show notes
With third-party cookies crumbling, B2B marketers are scrambling to build first-party data strategies. Lucas and Luna unpack how enterprise marketers at companies like Salesforce and HubSpot are using zero-party data from interactive content, first-party intent signals from owned communities, and partnership data from co-marketing to replace lost cookie signals. They dive into a specific case: how a cybersecurity firm used a risk assessment tool on its website to capture 300 qualified leads in o