Connect, Gather, and Learn: Why Events Are the Unheralded Engine of the First-Party Data Resurgence

Event Marketing — Fri., Jun. 9, 2023

First-party data is gaining attention as the era of third-party cookies is ending. Events are an unsung source of first-party data, especially for B2B marketers. Everyday, repeatable events are an effective way to gather data, and integrating tech, designing event playbooks and capturing rogue events can optimize data collection.

For B2B enterprises, forging direct relationships with customers is always valuable. Events are a pathway to those relationships and can be used to achieve desired results. TechCrunch saw 67% increase in event revenues last year through first-party data collection.

First-party data will never diminish in utility. Events are having their moment as the third-party cookie era ends. Brands and marketers can use this source of data to build sales funnels and target people in the buying process.

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