# How B2B Marketers Use First-Party Data Without Third-Party Cookies

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-without-third-party-cookies
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-without-third-party-cookies.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: 2026-07-18T05:56:42+00:00
Episode link: https://audio.fexingo.com/business/b2b-marketing/episode-0121.mp3
Audio file: https://audio.fexingo.com/business/b2b-marketing/episode-0121.mp3
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Duration seconds: 605

## Resource

With third-party cookies crumbling, B2B marketers are scrambling to build first-party data strategies. Lucas and Luna unpack how enterprise marketers at companies like Salesforce and HubSpot are using zero-party data from interactive content, first-party intent signals from owned communities, and partnership data from co-marketing to replace lost cookie signals. They dive into a specific case: how a cybersecurity firm used a risk assessment tool on its website to capture 300 qualified leads in one quarter — all without a single third-party cookie. The episode also covers the privacy-compliant use of CDPs, server-side tracking, and the trade-offs between scale and signal quality. No hype, just practical strategy for a post-cookie world. #B2BMarketing #FirstPartyData #ZeroPartyData #PrivacyMarketing #CookieDeprecation #ABM #DemandGen #CDP #IntentData #ServerSideTracking #EnterpriseMarketing #MarketingOps #Salesforce #HubSpot #AccountBasedMarketing #B2BDemandGeneration #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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## Transcript

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