Lets start with the facts, in January 2022, Google announced that it would stop supporting third-party cookies in Chrome by 2024. Not worried? Well maybe you should rethink that thought, because this change will have a significant impact on B2B businesses who rely on Chrome for marketing, and withover 65.7% of market share, Chrome is currently the most popular browser in the world.

Third-party cookies have been an essential tool for B2B businesses to track user behavior across the web, retarget users with ads, and measure ad effectiveness. With the removal of third-party cookies, B2B businesses need to be prepared for a significant shift in their advertising and marketing strategies.

B2B businesses were relatively unaffected by the changes introduced by iOS14, which impacted for heavily reliant B2C mobile advertising markets. However, the removal of third-party cookies will affect desktop advertising, which well all know is the king of last-click conversions for B2B. Last-click conversions for B2B are over two times more likely to happen on desktops than on mobile devices.

So, what can B2B businesses do to react to this change and put a strategy together?

1. Build Authority in Your Brand

Building authority in your brand can help establish trust with potential clients and improve your brand’s visibility. Creating thought leadership content such as blog posts, webinars, and whitepapers can help establish your brand as an expert in your field.

2. Collect Better 1st Party Data

With the removal of third-party cookies, B2B businesses need to focus on collecting better first-party data via your CRM, analytics or advertising campaigns, Collecting data on your prospects, clients, and users can help you better understand their needs and interests and create more targeted marketing campaigns.

3. Ramping up Lead Generation via Automated Outreach

Automated outreach via LinkedIn can help B2B businesses generate leads without relying on third-party cookies. By using tools like LinkedIn Sales Navigator, B2B businesses can reach out to potential clients directly, without relying on cookie-based tracking.

4. Pursue Top and Mid-Funnel Activities

B2B businesses need to focus on top and mid-funnel activities to build brand awareness and generate leads. These activities include content marketing, social media marketing, and email marketing. By providing valuable content to potential clients, you can generate interest in your products and services.

5. Improve Business Technology In-House

B2B businesses can invest in improving their business technology in-house. This includes building custom CRM systems, improving website usability, and investing in marketing automation software. By improving business technology in-house, B2B businesses can better track and analyze user behavior, without relying on third-party cookies.

6. Start Migrating Away from Cookie-Based Advertising

B2B businesses need to start migrating away from cookie-based advertising as soon as possible. This can be done by focusing on contextual advertising and targeting users based on the content they consume. By targeting users based on the content they consume, B2B businesses can create more relevant ads that resonate with their target audience.

There is no doubt the removal of third-party cookies from Chrome will be a significant challenge for B2B businesses. However, by focusing on building authority in their brand, pursuing productive top and mid-funnel activities, collecting better first-party data, and migrating away from cookie-based advertising, B2B businesses can adapt to this change successfully.

This time ahead also presents an opportunity for B2B businesses to rethink their advertising and marketing strategies. By focusing on building brand authority and generating leads through targeted campaigns, B2B businesses can create more meaningful and long-lasting relationships with their clients. It is also important to remember that 2024 is not far away, and B2B businesses need to implement changes as soon as possible to prepare for the removal of third-party cookies. The last thing you will want to happen is the be the last company to change their ways and get caught with your pants (and revenue) down.