First-Party Data Playbook – “Beat Big Budgets”

Client: Adtech Company

Type: Lead Magnet, Content Strategy, Campaign Development

In the lead-up to Black Friday, I conceptualised and produced a downloadable Playbook designed to position the brand’s first-party data offering as a critical solution for performance marketers facing rising media costs and privacy restrictions.

The Playbook served as both a lead generation asset and a thought leadership piece, packed with actionable strategies for increasing conversion rates without increasing media spend. I collaborated with internal stakeholders to translate technical data capabilities into compelling content that was accessible, practical, and aligned with real-world media buying challenges.

The content focused on how marketers could leverage privacy-compliant audience segments—sourced from high-traffic websites via our data partners—for hyper-targeted campaigns that deliver results without relying on third-party cookies or inflated budgets.

Key Components

• Strategic Frameworks for using first-party data to outperform competitors during high-pressure sales periods

• Audience Segmentation Examples showing real-life use cases across retail and e-commerce verticals

• Conversion Tactics including funnel-specific messaging strategies and channel recommendations

• Data Partner Spotlights to reinforce credibility and scale of available segments

• Design Brief and content layout guidance to ensure clarity, skim-ability, and brand alignment

Marketing Channels

• Email Campaigns: Used to distribute the Playbook and nurture leads through targeted journeys

• LinkedIn Ads & Organic Posts: To reach paid media professionals and brand decision-makers

• Webinar Tie-In: Playbook was used as a value-add and post-event takeaway for registrants

• Sales Enablement: Equipped sales teams with the Playbook to drive meaningful conversations with leads

Results

• Generated a high volume of qualified leads from key marketing decision-makers

• Served as a conversation starter that shortened the sales cycle for key clients

• Became the foundation for a broader content series, including webinars and case studies

• Positioned the brand as a solution-oriented partner during a critical trading period