Zero-Party Data

Zero-party data is information that customers voluntarily and proactively share with a company. Unlike first-party data, which is collected through customer interactions, zero-party data is explicitly given by the customer.

This might include preferences, purchase intentions, or personal context. For example, a customer might fill out a survey about their business needs or future plans.

Zero-party data is valuable because it's accurate and freely given. It can help create more personalized experiences and targeted marketing. In B2B, where relationships are key, this data can help you better understand and serve your customers.

B2B companies are focusing more on collecting zero-party data. It's seen as a way to build trust and deliver more value to customers. However, it's important to use this data responsibly and provide clear value in exchange for the information shared.