6 Strategies to Go From Anonymous to Marketable: Drive Better Leads for Less

5 Campaigns to Drive Better Leads for Less

As a B2B marketer myself, I can tell you. It’s a little tough out there right now to get the word out about our brand and bring in good new leads. For starters, we’ve got new buyers and personas in town, adding to the complex audiences to whom we need to deliver each special story and message.

On top of that, digital advertising isn’t cheap. And we don’t all have Matthew McConaughey budgets. Getting your unique brand voice, your messaging and differentiation and your amazing product capabilities out into the world needs to count for every single cent you spend and for every single prospect that encounters your ads.

Don’t let all your hard work become just another scroll by from your next best lead. Cutting through the B2B noise on paid media means reaching the right person with the right ad, while making the most of your spend.

Here’s what the Matthew McConaughey ad got right – we’re sitting in a gold mine of data. We just have to know how to use it.

With your first-party data, you can get smarter about targeting across paid channels while bringing in higher quality leads – think less junk traffic, more qualified leads that are primed and funnel-ready.

Below, we’ll take a look at strategies that you can use in the post-cookie, noisy B2B space to reach the right audiences at the right time, strategies you can take to make your campaigns count, and stories from fellow B2B brands who have supercharged their efforts to rein in new leads for less.

3 Strategies for Prospecting Optimization

Third-party cookies are officially going away. But that doesn’t mean that your acquisition strategy needs to suffer. There are different ways to get the word out about your brand and bring high-value new leads into the fold with first-party data.

Direct to Paid Media

In the wake of third-party cookie deprecation, walled gardens like Meta, Google, Bingand DSPs like Yahoo and The Trade Desk have made huge strides in their direct first-party activation capabilities in ways that connect with their own proprietary identity graphs.

This means that organizations can activate directly to walled gardens without copying data with an onboarding solution first, which incurs added cost as well as inefficient workflow copying the data with an intermediary identity.

Rather than contend with increased customer acquisition costs (CAC), reduced efficiency and match rates that aren’t measuring up, brands can embrace a more flexible solution to identity with their first-party data.

With Second-Party Data

Third-Party cookies may be going out of style, but there are other ways to enrich your first-party data for more effective and relevant targeting.

Leveraging another company’s first-party data to augment data on your existing customers and to prospect new customers is referred to as second-party data. This will help you access unknown audiences to execute campaigns once third-party cookies have disappeared. Advertisers are seeing more and more value in launching these partnerships, enabled by data clean rooms and consent.


Use all that first-party data to find higher quality leads through lookalike audiences. Increasingly, brands are turning to first-party data to model best customers, and pass attributes about their best customers directly into ad platforms like Google and Meta to target lookalikes among the prospect base. The result is a significant drop in acquisition costs and improves conversion rates.

HP Enriches First-Party Data for a Cookieless Future

HP recognized a critical need to invest in first-party data, starting with moving away from the DMP. Over time they have accumulated a wealth of first-party data from their customers which has remained dormant and inaccessible in their homegrown customer 360. They ultimately partnered with a customer data platform (CDP) to harness all those insights.

To better reach new customers, HP enriched insights to inform effective, relevant targeting — augmenting their first-party data strategy with second and third-party data.

Learn about HP’s programmatic media strategy after cookies.

3 Strategies for Nurturing Your New Leads After the First Touch

Web Personalization

When a new visitor hits your site, give them personalized experiences using your data. On a user’s first visit to a site, execute real-time experiences delivery with the last-mile delivery system that serves experiences based on enriched identity.

If there’s an existing first-party cookie with a footprint of that user, you can then build a profile around that user. If they’re authenticated, an email or customer ID would be used to make a profile around them. Profile API returns in real time the personalization factor to then orchestrate experiences which can then be replicated.


Did a new user hop off their site before taking any of the actions you want them to? That means it’s time for a retargeting campaign. Retargeting means targeting prospects who have visited your website and left without taking the action you wanted them to.

WIth a robust tag/SDK infrastructure that collects behavioral signals paired with the ability to synchronize and centralize various (non-third-party cookie) identity standards to maximize addressability. This allows you to serve up ads to recently-engaged accounts to remind them of what they’re missing over on your site.

Paid Media Suppression

Do you need to control your acquisition costs? With paid media suppression, you can stop wasting money on customers who have already converted by programmatically removing them from paid media advertising – think lower RoAS, higher CAC.

Add additional layers of intelligent suppression with filters, so you can get even more granular with the audience you’re targeting on paid media. Conversely, you can target shoppers with a particular product affinity on paid media as a mid-funnel and bottom-of-funnel tool.

Atlassian’s Decreases RoAS by 50% and Launches Better LinkedIn Ads

Atlassian wanted to make the most out of its paid media by getting smarter about customer segmentation. To do it, Atlassian runs 90% of its media through ActionIQ. By enabling paid media suppressions, Atlassian decreased costs while improving match rates on its performance media and increased efficiency of its marketing spend — unlocking marketing dollars to reinvest.

Atlassian also designed winback journeys to prevent churn and bring its audience back into the fold with dynamic paid media ads across channels, with personalized content and messaging.

Get Tech That Gets You With a Composable CDP

Don’t waste your time with a CDP that doesn’t have the B2B functionality you need. With the Composable CDP and industry experts that understand your unique use-cases and needs, you can improve your customer experiences while improving efficiency and optimizing costs.

Contact the ActionIQ team today to discover how ActionIQ’s Composable CDP can supercharge your B2B campaigns with unparalleled precision, going beyond limits to unlock deep insights tailored to your unique customer definitions.

Julia Michaelis
Julia Michaelis
Sr. Content Marketing Manager
Julia is a product and brand storyteller, focusing on all of the different strategies that enable amazing customer outcomes. She lives in Brooklyn with her terrier Lee.
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