Lucas
B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles
Zero-Party Data Strategy for B2B Enterprise Marketing
- Published
- July 30, 2026
- Duration
- 6:35
- Summary source
- description
- Last updated
- Aug 19, 2026
Discusses In this episode, Lucas and Luna explore how enterprise marketers are shifting from third-party cooki…
Summary
In this episode, Lucas and Luna explore how enterprise marketers are shifting from third-party cookies to zero-party data — information buyers voluntarily share. They break down a case study of a cybersecurity vendor that used a maturity assessment to collect opt-in data, resulting in 40% opt-in rates and 30% higher close rates. They discuss how to design…
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Show notes
In this episode, Lucas and Luna explore how enterprise marketers are shifting from third-party cookies to zero-party data — information buyers voluntarily share. They break down a case study of a cybersecurity vendor that used a maturity assessment to collect opt-in data, resulting in 40% opt-in rates and 30% higher close rates. They discuss how to design value exchanges that build trust in long sales cycles, practical steps for integrating zero-party data into ABM, and the pitfalls of asking to