Most of the data collected can be ascribed to the category of “ first-party data ” which, as we know, includes all data released under informed consent by users, as mentioned, within company properties.
Historically, digital marketing and advertising have always made little use of first-party data , but increasingly stringent privacy regulations and the announced deprecation of third-party cookies have turned the spotlight on their potential even in the B2B sector.
Let's not forget, in fact, that first-party data, and even more so zero-party data , the latter provided directly by users, are linked to valuable information , which is released in a context of relationship and interaction with the brand : the more value users perceive deriving from this same exchange , the higher the probability that they will release valuable information , provided that the company is transparent and responsible regarding their use.
Lead generation and first-party data : the value of profiling
In a context where first-party data takes on a new centrality at a strategic level, lead generation activities allow you to exploit its full potential.
Literally, the term lead list of albania consumer email means “ potential customer ”, but in reality it is something more than a potential customer, as it is a user who, in addition to having expressed interest, has provided valuable contact information as well as consent to receive commercial information .
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The term " lead generation " therefore identifies a whole series of activities aimed at acquiring qualified contacts , i.e. those characterised by contact information that can be exploited to the best by the company's marketing and sales departments.
An effective lead generation activity not only allows the collection of a contact, be it an email or a telephone number, but also includes the collection of data and information useful for profiling it : think, for example, of the contents visited, the campaign the user comes from or more simply the data that they release at the very moment in which they provide their contact (e.g.: company name, sector, role, etc.).
This information, as we can well imagine, is essential to implement the first activities of personalization of the browsing or purchasing experience.
