Zero-party data is information that a prospect or customer intentionally and proactively shares, such as preferences, purchase timelines, challenges, or communication choices. Because it is volunteered rather than inferred, it offers a uniquely accurate and transparent view of buyer needs.
In B2B marketing, zero-party data has become increasingly valuable as privacy standards tighten and reliance on third-party signals declines. It enables richer segmentation and personalisation by providing clear insight into what buyers want, how they evaluate solutions, and how they prefer to engage. This makes it a high-trust foundation for tailored content, nurture programmes, and product experiences.