Various studies show that the majority of users delete cookies after 30 days at the latest. Especially in the B2B environment, this is not enough to measure the success of campaigns.
Marketing AutomationWithout cookies, marketing automation systems are blind
A problem with many marketing automation systems is that a connection of collected user data is only possible using cookies . If cookies are no longer available, this gap must be closed in another way.
To track user data, most marketing automation systems use web properties, particularly cookies. These small text files are stored in the user's browser and can be used to recognize them on subsequent visits and, for example, during transactions such as online purchases.
Another function of many marketing automation systems is to support customer relationship management (CRM). Contacts, interactions and other data are collected here and stored for later use.
A link between the different data can only take place if a user, who is recognized by cookies and initially remains anonymous, fills out a form in which he enters his personal data.
This in turn presents the marketing automation system with the problem that user behavior may not be able to be correctly tracked and assigned.
In addition, this subsequent assignment can only be successful if previous visits could be tracked using cookies. However, this possibility is becoming increasingly restricted:
through stricter data protection regulations
due to increasing restrictions on the use of third-party cookies, as observed in common browsers such as Google Chrome.
due to the high proportion of users who delete cookies after 30 days at the latest.
Read more in the article: Marketing automation without cookies – what alternatives are there ?
There are various situations and use cases in which mapping data in marketing automation systems may be difficult and require additional efforts.
factorsHubSpot: Illusion of Transparency
Many companies rely on Hubspot or other systems for marketing automation. This provides exciting evaluations and analyses and allows campaigns to be automated. If you look more closely, however, tools such as HubSpot focus less on depth and more on breadth. You get solid traffic analytics data, but the level of detail cannot keep up with Google Analytics .
Marketing automation tools like HubSpot track visitors using cookies. However, these are permitted on fewer and fewer computers. And since HubSpot hardly recognizes visitors who have not yet provided their Australia Phone Number Resource email address, a customer journey analysis via HubSpot is not useful, at least in B2B . HubSpot can map part of the customer journey. Many interactions of potential customers are visible if they were willing to leave an email address associated with the company, which does not automatically end up in the spam folder. Every time such visitors land on your website, HubSpot checks whether a tracking cookie is present.
If no cookie is present, an attempt is made to assign the visitor to a company. Unfortunately, HubSpot is not very successful at recognizing companies compared to other tools . The consequence: HubSpot suggests that it knows and influences the customer journey, although this is usually only successful for a small proportion of interested parties. This usually goes unnoticed because those visitors who are close to completing a transaction are highly likely to be recognized by the software. However, since 57% or more of the customer journey is already completed in B2B (depending on the study) before a potential provider has been contacted, the marketing resources of those companies that rely solely on this are not being used optimally.
Tools like Google Analytics or Matomo offer a solution that works without cookies . All marketing automation tools therefore have an interface to Google Analytics. But if Google Analytics is not set up properly, there is no transparency at all.
