Are you prepared for life after third-party cookies? - Web Insights
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    Are you prepared for life after third-party cookies?

    May 14, 2021 | 5 minutes

    Brought to you by, Rachel Dettmer


    It’s no secret that the shift away from third-party cookies within Google’s platform was on the cards – Firefox and Safari had already transitioned away, and growing interest in personal safety online made the change feel inevitable. The official announcement from Google in 2020 came as no surprise to many within the digital field.

    That said – the fact the industry saw this coming doesn’t make the path forward any clearer for many digital marketers. In essence, the phasing out of third-party cookies will mean less accurate information about users within the current structure of our collective digital toolboxes. 

    For those currently finding success within PPC, the limited information available without third-party cookies risks organizations spending more to access an audience that, by all accounts, may end up less relevant than they had before.

    So, how can you adapt to the change?

    As privacy laws continue to develop, innovative marketers will look for reliable alternatives to identify and access their target markets, and move away from outdated methods that the market has developed beyond.

    One option is to look towards solutions that allow you to target and learn about relevant audiences as they land on your site, identify those who are actively engaged, and follow up exclusively where your attention is desired.

    You may be familiar with IP tracking: the technology that enables you to track your website visitor behavior. Reverse IP tracking technology, or website visitor automation software, goes one step further by querying the domain name system (DNS) associated with that IP, and revealing who owns it.

    This enables businesses to conduct reverse IP lookups and gain access to the top-level domain data that IP produces. Users receive the name of the business hosting that IP, and the additional details of those who registered the IP such as phone number and address. 

    Once the business name is discovered; the hard work is done. So, how can this data be used to evolve our strategies and improve success?

    Account-based marketing

    With website visitor automation, keeping track of specific businesses and dream clients is easy. You’re able to identify when they access your website and what content has caught their attention – granting you the opportunity to tailor future communications to include services you know are of interest to them.

    This attention to detail and deep understanding of the account’s business needs allows your organization to shine through, proving your commitment to the account and providing a perfectly tailored brand experience. That’s a level of information that third-party cookies could never provide.

    Better ROI

    When it comes to marketing, ROI is paramount to target planning and strategy execution.

    Though impossible to determine exactly how many channels and interactions a lead has encountered before inquiring, cross-referencing the domains visiting your website with data sets for marketing campaigns is a fantastic place to start. Doing so ensures your team understands exactly what visitors have seen, what may have led them to your website, and if converted into clients, where to attribute the revenue for ROI.

    Improved content creation

    Website visitor automation software can reduce the time spent analyzing and categorizing data into relevant industries and segments. Instead, you’ll be provided with invaluable insight into what content is being best received – streamlining your content strategy moving forward and helping you to convert leads in the future.

    Additionally, if your content is being welcomed by an audience you weren’t aware of, you’ll want to ensure your site meets their business needs. Finally, if your target audience isn’t finding your content, you’ll know that your content strategy needs to change.

    Monitoring the industries visiting your site over time enables your team to understand content trends and needs. Seasonal content can be powerful, especially when responding to events your target industry finds important or game-changing. If your content strategy needs a boost, reverse IP lookup can help identify what you’re missing!

    Increased lead generation

    The majority of marketing professionals are working towards the same goal: increasing the number of quality leads making their way through the sales pipeline. One of the key benefits of powerful website visitor automation software is just that; advanced lead generation.

    Our ground-breaking software identifies the businesses visiting your website and combines this information with our privately-owned database of business contacts. The largest of its kind in the world, Lead Forensics can provide contact details for the visiting businesses. With Lead Forensics, you can discover:

    • The names and addresses of businesses visiting your website, in real-time
    • Contact details for key decision-makers, including email addresses
    • A breakdown of every website journey, including pages visited, duration and referral

    With this incredible insight, your team has all they need to instantly follow up these hot leads, maximizing the engagement shown by their website visitors. This fuels your sales pipeline with high-quality leads, ready for your sales team to convert into clients.

    Web Insights cuts out the noise to deliver critical insight to B2B organizations, precisely where and when it’s required. Our premium software solution is a world-class business growth enabler, assisting brands to become more efficient and effective, capitalizing on every website opportunity in real-time. Automated, intelligent lead generation, immediate website visitor insight, and seamless integration — every time.

    Meet the author

    Rachel Dettmer

    Content Marketing Manager

    Rachel has over seven years of corporate and award-winning agency experience in marketing and content creation across multiple sectors.