How To Survive the Death of Third-party Cookies With Intent Data Lead Generation

In 2020, Google announced the death of third-party cookies in Chrome, which has caused a lot of upset in the marketing world. Simply because 80% of online marketers today rely on tracking cookies to enhance their marketing results.

As a replacement, Google has developed a new technology called Federated Learning of Cohorts (FLoC), which uses machine learning to group users into categories based on their interests and behavioral patterns.

The search engine giant believes the new method to be way more effective as advertisers should expect 95% of conversions per dollar spent.

But let’s be honest here…

It’s impossible to assess the efficiency of any new marketing technology before its launch because advertisers still haven’t tested it in real-time. 

But that’s only a small part of the problem… Because the real issue is this:

Google is going to hold full control over all FLoC behavioral data. Since Chrome accounts for 64% of the market share, we can only imagine how such a monopoly on behavioral information will alter the future of marketing as we know it.   

That leaves us all wondering:

  • Will I be able to get the best out of my marketing budget without 3rd party cookies?
  • How will this change impact the marketing results in my industry?
  • Is Google willing to share audience data? If so, how comprehensive will it be?

Elevate Your B2B Marketing Strategy With Intent data Lead Generation

The good news is:

Losing access to third-party cookies is actually a blessing in disguise. Look at it as the beginning of a new way of marketing using highly- accurate behavioral information that you own.


There is a lot of intent data that you can rely on with first-party cookies. Every single interaction you have with your audience counts as an essential intent signal to get you closer to closing the deal. Simple insights like email interactions, phone calls, or social media engagements will all be valuable metrics that signal intent and interest.

But how can you put that into good use?

Here are three ways to get you started with intent data lead generation:

1. Cold Calling

Somewhere down the line, salespeople got too familiar with cold calling that they’re no longer impressed by its results. Yet, the success we have with it suggests that anyone who tells you that cold calling has one foot in the grave is clueless.

With enough experience and some intent data to guide you in the right direction, you can expect outstanding results with your cold calls.  That’s especially true if you work with a partner who can help you gather a list of highly-targeted prospects through a database of shared first-party cookies. 

With a quick interaction — as simple as a voicemail — you’ll easily move closer to a solid connection with your prospects that will end with a conversion.

2. Outbound Email Campaigns

It’s true…

Email open rates and conversions aren’t at their best today, which can be frustrating to your sales team. And the overall cost for email marketing may indeed be higher compared to other techniques.


Email is still a super effective sales approach with the average email campaign returning 42$ on the initial investment, according to Limtus. That explains why it’s still a widely used strategy by top businesses around the world.

If you build a solid initial lead list and constantly follow up with multiple touchpoints and personalized interactions, email marketing will speed up your sales cycle and accelerate your growth.

3. LinkedIn Marketing

LinkedIn remains one of the top prospecting platforms our sales team uses to land new clients. It’s the largest social network to grant you unlimited access to unique behavioral data that increases your lead generation.

Using Sales Navigator, you can learn anything about your target prospects then craft a relevant message that gets you noticed.

If you combine that with a customer relationship management tool that organizes your email and cold calling touchpoints, you’ll have the perfect intent data lead generation strategy to take your sales through the roof.

Read More: Three Ways B2B Marketers Can Stay Ahead Of Third-Party Cookie Depreciation

Vito Vishnepolsky
Vito Vishnepolsky
CEO and Founder at Martal Group