Account based marketing (ABM)vscookiebanner

Account Based Marketing (ABM) targets specific high-value accounts with personalized marketing efforts, relying heavily on precise data about the target companies and individuals within them. Cookie banners, which manage user consent for tracking cookies under privacy regulations (like GDPR and CCPA), directly impact the ability of marketers to collect behavioral and demographic data from website visitors. Since ABM strategies often use website visitor identification and retargeting based on cookie data to tailor content and ads to known accounts, cookie banners influence the effectiveness of these tactics. Specifically, if users from target accounts decline cookie consent, marketers lose access to granular tracking data necessary for identifying and engaging those accounts online. Therefore, cookie banners shape how ABM practitioners can implement tracking, personalization, and measurement on digital channels, forcing them to adapt strategies to respect consent preferences while still aiming for precise account targeting. This interplay requires ABM teams to integrate consent management into their data collection workflows, possibly leveraging first-party data or consented channels to maintain targeting accuracy.