The year 2025 will mark a turning point in digital marketing: third-party cookies will disappear for good. This shift will completely redefine how B2B companies collect, manage, and use their customers’ data.
In this new landscape, the concept of Zero-Party Data B2B emerges — a strategy that puts the user at the center, ensuring privacy, transparency, and true personalization.
At The Orange Lab, we believe the future of marketing isn’t about tracking; it’s about building trust-based relationships. Implementing a Zero-Party Data strategy will help your brand continue to generate qualified leads without relying on cookies or third-party data.
The end of cookies and the rise of conscious data
For years, third-party cookies have been the foundation of digital marketing. They allowed advertisers to track users, personalize ads, and measure performance. However, growing privacy concerns have led Google and other browsers to phase out cookies entirely.
This means that B2B businesses must reinvent the way they collect and manage data — shifting from tracking behavior to inviting users to share information voluntarily.
The transition to a cookieless environment brings several key advantages:
- Stronger trust and loyalty from customers.
- Compliance with privacy laws like GDPR and Colombia’s Data Protection Law 1581.
- More relevant and accurate data for marketing and sales strategies.
The future belongs to companies that understand that transparency is the new competitive advantage.
What is Zero-Party Data and why it matters in B2B
The term Zero-Party Data was introduced by Forrester Research and refers to information that users willingly and proactively share with a brand. Unlike first-party data (collected through interactions), Zero-Party Data is explicitly provided by the user, making it highly valuable for strategy and personalization.
Examples of Zero-Party Data in B2B include:
- Forms where users select their preferences or pain points.
- Post-event or webinar surveys.
- Declared interests in newsletters or portals.
- Conversations via chatbots or gated content downloads.
In a B2B context, this type of data allows brands to:
- Segment decision-makers more effectively.
- Personalize experiences based on industry or role.
- Increase sales and marketing efficiency.
With Zero-Party Data B2B, companies gain cleaner, more reliable data, while users retain full control of their information.
How to implement a Zero-Party Data B2B strategy
Adopting a Zero-Party Data model means building trust, delivering value, and redesigning your customer interactions. At The Orange Lab, we guide organizations through four key phases:
- Design value-driven experiences:
Create forms, quizzes, or downloadable resources that give users a clear reason to share their data.
- Integrate compatible technology:
Use CRMs, CDPs, or automation platforms that centralize user data securely and in compliance with regulations.
- Personalize with intent:
Leverage voluntarily shared data to tailor your content, messaging, and campaigns to each potential client’s needs.
- Communicate transparency:
Clearly explain how the data will be used and give users full control over their preferences.
This approach not only replaces cookies but also strengthens brand-customer relationships through trust and mutual value.
The Orange Lab: connecting brands and data with purpose
At The Orange Lab, we help B2B organizations turn data management into a competitive advantage.
Our strategies combine SEO, automation, AI, and Zero-Party Data to build personalized, privacy-first customer journeys.
We know that digital success isn’t just about technology — it’s about connecting with the people behind the data.
That’s why our solutions blend innovation, empathy, and measurable impact, helping businesses generate higher-quality leads and stronger client relationships in a cookieless world.
Take the step toward a cookie-free B2B strategy
The end of cookies marks not the end of digital marketing, but the beginning of a more human, transparent, and effective era.
Implementing a Zero-Party Data B2B strategy will help your company preserve campaign performance and build long-term trust with clients.
👉 Contact us here and discover how The Orange Lab can help you transition into a cookieless digital future.
