# How B2B Marketers Use First-Party Data After the Cookie Deprecation

Page: https://stenobird.com/podcast/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669/how-b2b-marketers-use-first-party-data-after-the-cookie-deprecation
Text version: https://stenobird.com/podcast/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669/how-b2b-marketers-use-first-party-data-after-the-cookie-deprecation.md
Podcast: [B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles](https://stenobird.com/podcast/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669)
Published: 2026-06-09T18:00:04+00:00
Episode link: https://audio.fexingo.com/business/b2b-marketing/episode-0041.mp3
Audio file: https://audio.fexingo.com/business/b2b-marketing/episode-0041.mp3
Processing state: not_requested
JSON: https://stenobird.com/v1/public/podcasts/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669/episodes/how-b2b-marketers-use-first-party-data-after-the-cookie-deprecation
Duration seconds: 550

## Resource

Episode 41 of B2B Marketing with Fexingo tackles the biggest shake-up in enterprise demand gen: the deprecation of third-party cookies in Chrome, which rolled out earlier this year. Lucas and Luna break down how B2B marketers are pivoting to first-party data strategies, using a concrete case from a $200 million cybersecurity firm that rebuilt its entire ABM engine around zero-party intent signals. They walk through the specific tactics—progressive profiling on gated content, CDP-based account enrichment, and sales-intelligence layering—that turned a 30 percent drop in web-identified leads into a 15 percent increase in pipeline quality within two quarters. The episode also covers the risks of over-relying on first-party data, like sample bias and scale limitations, and why a hybrid approach with clean room partnerships may be the next frontier. If you're a B2B marketer trying to make sense of a post-cookie world, this one's for you. #B2BMarketing #FirstPartyData #CookieDeprecation #DemandGen #ABM #EnterpriseMarketing #PrivacyFirst #ZeroPartyData #CDP #SalesIntelligence #MarketingOps #PipelineQuality #Cybersecurity #ProgressiveProfiling #DataStrategy #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo

## Actions

- request_transcript: `POST https://stenobird.com/v1/public/podcasts/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669/episodes/how-b2b-marketers-use-first-party-data-after-the-cookie-deprecation/transcription-requests` — Idempotently request low-priority transcript generation for this episode.
- read_markdown: `GET https://stenobird.com/podcast/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669/how-b2b-marketers-use-first-party-data-after-the-cookie-deprecation.md` — Read the agent-friendly Markdown representation of this episode resource.

A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed.

## Transcript

Full transcripts are not published on public pages unless there is a clear rights basis.