Embracing Transformation and First-Party Data Strategies
As I landed in Florida, a storm was brewing. No, quite literally, the National Weather Service had issued emergency flash flood warnings. But despite the stormy weather, talented marketing professionals from across the US arrived for what turned out to be a special ANA conference. Whether chatting with the CGO of Xerox or a manager from a local brand, each interaction offered a fresh perspective on the challenges and innovations shaping our industry.
Here are some incredible insights I took away that I’d like to share with you:
Navigating the Shift to First-Party Data
So, it was great to see that one of the big topics at the conference was the deprecation of third-party cookies. Apple’s Safari dropped them a while ago, and Google keeps pushing back their plans. Some companies are taking action now, while others are holding off. It’s interesting to see how different organizations are handling this shift.
One great example came from a chat with Kate Rodgers (Global Brand Media Director) from GE Healthcare about their first-party data strategy. GE Healthcare has recently gone through a state of transformation, merging 10 divisions into 3. However, this meant they were now sitting on a massive amount of consumer profiles where their first step was to stitch all this data together before looking at external data partners. It’s a clear example of how critical it is to have a solid first-party data strategy in place.
At Encore Digital Media we’ve focused on audience curation using first-party data and have been prepping and testing different solutions for close to 2 years now. Read our latest blog on how its going here.
Despite the complexities of B2B marketing, the ultimate goal is the same: reaching and engaging people. The strategies might differ, but thoughtful, targeted communication is key.
- Adam Fisher (Head of US Commercial Sales)
Learning from Industry Leaders: Carhartt
In another conversation with Kendra Lewinski from Carhartt, she shared how six years ago, Carhartt ventured from their well-known B2C market into the B2B space, focusing on selling to businesses. Despite their strong B2C presence, building awareness in the B2B market has been a crucial first step for them. There is a misconception that B2B marketing should solely focus on lead generation and quick ROI. However during the conference, many marketers emphasized the importance of a full-funnel strategy.
Carhartt's approach seems to be paying off, winning numerous awards at the ANA B2 Gala, and Kendra herself winning Marketer of the Year award.
For me, these interactions provide a deep understanding of the unique challenges each company faces and how they’re tackling them. For Encore, insight is invaluable. It helps us tailor our solutions to meet specific needs, whether it's managing first-party data or boosting brand recognition in a new market.
Embracing Continuous Transformation and Innovation
Something else that really stuck with me is that transformation doesn’t happen overnight. Bill Zengel and other speakers stressed that there’s no universal playbook. What works for one company might not work for another. It’s all about trying different things, learning from mistakes, and constantly refining your approach. This mindset is especially important in the realm of data strategy, where things are always changing.
David Edelman asked an interesting question about personalization: What apps or businesses do you prefer based on how they use your information? It really got me thinking about how we as an industry can create better, more personalized experiences for our customers by using their data responsibly and effectively.
Another insight from my time at the ANA is how B2B and B2C marketing strategies are blending. Despite the complexities of B2B marketing, the ultimate goal is the same: reaching and engaging people. The strategies might differ, but thoughtful, targeted communication is key. This convergence presents both challenges and opportunities, requiring a deep understanding of different audience segments and the ability to tailor messages to each.
Final Thoughts
The ANA conference was a goldmine of insights and inspiration that reinforced the importance of first-party data in today’s marketing landscape while emphasizing the need for patience and experimentation in transformation. Whether it’s integrating a massive amount of consumer data or building brand awareness in a new market, the key is to listen, learn, and adapt. For those of us in the marketing field, the conference was a reminder of just how dynamic and exciting our work can be.
So yes, we battled through the rain to get to the ANA, but while the water droplets fell outside, inside it was raining incredible B2B insights.