First-Party Data = 2–3x ROI

Hey, Paige here! It’s Fridayyyyyy 🎉 

Before we get into today’s best marketing research… 

In today’s release: 

• Why first-party data is now your most valuable growth asset

• Key stats proving the collapse of third-party data strategies

• Actionable steps to collect richer, connected, and activated data today

New here? Join 8,100+ marketing pros and see us in your inbox every Friday—

DEEP DIVE

As third-party cookies crumble and privacy standards tighten, B2B marketers must pivot hard toward first-party data… not as a fallback, but as a strategic growth asset. 

Brands that lean into owned data are seeing 2–3x revenue uplifts, lower CAC, and massively improved conversion rates. It’s not just about compliance anymore. It’s about competitiveness.

First-party data isn’t optional anymore

Not long ago, third-party data fueled most B2B campaigns. Sub-1% conversion rates were considered a win. Not anymore.

With Google sunsetting third-party cookies and privacy walls going up everywhere, the data you collect directly via site visits, CRM activity, product usage, email engagement has become your most valuable asset.

This isn’t about tactics. It’s about a strategic shift. You don’t rent relevance anymore. You build it. And the fuel is first-party data.

The collapse of the third-party crutch

Here’s what’s pushing marketers to rethink everything:

• 75% of B2B marketers are already transitioning to first-party data strategies.

• Yet 75% still rely on third-party cookies.

• And 65% say they’re doubling down on first-party data in response.

Third-party crumbs are no longer just stale… they’re dangerous. In a world where 66% of B2B buyers expect companies to understand their preferences, flying blind with third-party data just doesn’t cut it.

The first-party benefit

Marketers are waking up to the fact that data they already own delivers better ROI, retention, and revenue:

• 93% say collecting first-party data is more critical than ever.

• 74% of B2B marketers call it their most important resource.

• Brands using first-party data see 1.5x–2.9x higher revenue uplifts.

• 43% of U.S. marketers now use proprietary identifiers.

This is long-term thinking. Data is no longer a campaign input. 

It’s the infrastructure for sustainable growth.

First-Party data in the real world

Let’s talk results:

• Snowflake uses in-product behavior to drive ABM, boosting lead quality and shortening cycles.

• Zoe Financial feeds CRM insights back into ad platforms to improve lead targeting.

• The Zebra slashed campaign launch time and boosted CTRs by 70% using its own CDP.

• Walmart built a retail media empire around owned shopper data — a model even B2B orgs can adapt.

• PepsiCo turned a consumer contest into a high-volume data capture engine.

The common thread? Control. Ownership. Activation.

Ask Yourself This:

1. Are we earning real insight from every touchpoint?
   Your blog, webinar, and email aren’t just content—they’re data traps. Are they set?

2. Is our data siloed or connected across the journey?
   Seeing a full behavioral picture is the difference between guesswork and precision.

3. Are we using what we learn in real time?
   Insight without activation is wasted capital. Use data to personalize, segment, prioritize.

Action Item: Run a campaign designed to collect rich data (not just generate leads). Try a behavioral segmentation, a dynamic nurture stream, or a quiz-based lead magnet. Put a survey in your newsletter. A poll on your socials. A few more optional info fields in your opt-in survey.

The takeaway: Soon, the winners in B2B won’t be the ones with the loudest message. They’ll be the ones who know their audience best — and act on that knowledge faster.