An Account-Based Approach to B2B Advertising, like what RollWorks brings to the table, is redefining how ambitious B2B companies grow revenue. By focusing on key accounts and using high-performing advertising, it helps drive measurable business impact.
As the marketing industry charges closer to a privacy-first future, fully understanding the role of in-market signals, AI, and intent data can make or break your marketing efforts. Here, we’ll deep dive into the potential of an Account-Based Approach to B2B advertising in a cookieless digital marketing world while covering the importance of privacy-respectful engagement, the role of AI, and strategies for navigating the challenges ahead.
An Account-Based Approach & a Privacy-Forward Future
Account-based marketing is a collaborative effort between marketing and sales teams to target high-value accounts. It differs from traditional marketing, which casts a wide net in mediums like pay-per-click or out-of-home advertising. Instead, ABM is precise, engaging specific buying committees within high-fit accounts. This personalized approach leads to repeatable results you can rely on, higher engagement rates, and a stronger impact on pipeline and revenue.
An Account-Based Approach further differentiates itself from traditional marketing by curating targeted experiences for the audience. By leveraging proprietary data and AI-powered insights, marketers can deliver personalized, real-time messaging that speaks directly to an account’s needs and pain points. This not only maximizes ad performance but also builds trust and long-term relationships.
This strategy gains even more significance as privacy policies and tracking restrictions evolve. An Account-Based Approach to advertising becomes essential in adapting to these changes, ensuring that marketing strategies remain both high-performing and privacy-compliant.
Let’s explore some tools you can use to bridge that gap.
1. Intent data is information about real-time user behavior and actions, indicating their interests and purchase intent. This engagement can include website visits, content consumption, and social media interactions, all of which signal account interest before buyers actively raise their hands. Marketers can identify potential leads by analyzing multi-source intent signals, including proprietary first-party data, understanding their needs, and creating hyper-targeted campaigns to engage them effectively.
2. Artificial Intelligence (AI) in marketing isn’t here to replace marketers—it’s here to amplify what you do best. AI can involve predictive modeling, machine learning, and proprietary bidding algorithms to automate and optimize marketing efforts. When used correctly, AI can enhance ad targeting, optimize budget allocation, and drive better conversion rates by analyzing in-market signals in real time. AI-driven tools can predict customer behavior, recommend content, and automate engagement, making marketing efforts more efficient and effective. Want to learn more? Explore the role of AI in ABM here.
3. Third-party cookies have long been a key part of digital advertising, but today’s marketing leaders must embrace a future where privacy and performance go hand in hand. Google’s Privacy Sandbox and other privacy-focused initiatives are reshaping how marketers target and engage audiences without relying on third-party data.
The Intersection of Intent Data and AI
AI and proprietary intent insights enhance the collection and analysis of in-market signals, giving marketers deeper insights into customer behavior. By integrating AI-driven insights with proprietary and first-party data, marketers can target high-fit accounts with precision while staying ahead of industry shifts.
For example, AI-powered targeting helps identify accounts that are warming up in-market before they even visit your site. From there, marketers can serve personalized ads across multiple channels—including display, video, LinkedIn, and emerging formats like CTV (Connected TV) and DOOH (Digital Out-of-Home). For the full breakdown, see how AI enhances Account-Based B2B campaigns.
Navigating a Cookieless Future with AI and First-Party Data
Google’s shifting timeline on third-party cookie deprecation doesn’t mean marketers can afford to wait. Leading B2B marketers are already implementing strategies that focus on first-party data, privacy-compliant advertising, and AI-driven optimizations.
Here are some recommended steps to future-proof your marketing strategy:
The Future of B2B Advertising: Privacy-First, AI-Powered, and Impact-Driven
Envisioning a privacy-first future requires innovative strategies and the right tools. RollWorks' AI-powered account-based platform is built to help you capture demand, engage the right buyers, and measure impact with precision.
By understanding the relationship between AI, intent signals, and privacy-forward targeting, marketers can continue to deliver relevant, respectful, and high-performing campaigns—even in a third-party cookieless world.
