How do we personalise without tracking users?

Why is personalisation shifting away from identity-based tracking?

Privacy regulations, browser changes, and user expectations have dramatically limited the use of cookies and third-party tracking. Google is deprecating third-party cookies, and 68% of buyers say they prefer brands that personalise without using personal data (Source: Deloitte Consumer Privacy Report). Modern B2B buyers also complete much of their research anonymously—Gartner reports 83% of the journey happens before sales engagement (Source: Gartner Future of Sales).

This creates a challenge: buyers expect relevance, but companies can no longer rely on user-level tracking. The solution is contextual personalisation—using behaviour, page intent, and self-selection to deliver highly relevant experiences without identifying the visitor.

Privacy-first personalisation is not only possible—it’s becoming a competitive advantage.

What are the most effective ways to personalise without tracking users?

You can create a personalised-feeling experience by responding to what users do—not who they are. Forrester notes that behavioural and contextual signals outperform demographic personalisation in B2B journeys (Source: Forrester Personalisation Benchmark).

High-impact approaches include:

• Page-level routing: Tailoring messaging based on the entry point (e.g., “pricing intent” vs. “top-of-funnel intent”).
• Industry-based variants: Using URL parameters or landing page templates, not personal data.
• Modular content blocks: Dynamically swapping content based on visited page type.
• Interactive video flows: Letting visitors self-select their role, problem, or goal.

None of these approaches require knowing the identity of the user. Instead, they respond to the journey, not the individual.

How does interactive video create personalisation without tracking?

Interactive video turns personalisation into a voluntary, self-serve experience. Rather than guessing who the buyer is, you ask them to choose their role, pain point, or desired outcome. Forrester’s research shows that self-directed content choices are 3x more predictive of intent than passive browsing (Source: Forrester Behavioural Intent Study).

Interactive video captures:

• Role selection: CMO, RevOps, founder, AE.
• Problem selection: Engagement, conversions, clarity, pipeline.
• Journey depth: Which paths they explore or skip.
• CTA selection: Pricing, demo, deeper product content.

This type of personalisation is privacy-safe because it’s based on choices the user voluntarily makes—not tracking data.

What intent signals can we use without tracking identity?

Intent is increasingly generated through behaviour, not identity. Platforms like Clearbit and 6sense aggregate anonymous, account-level intent using privacy-compliant methods, while website behaviour provides additional signals.

Key non-identifying signals include:

• Page clusters: Pricing + product + integrations = high intent.
• Video pathway choices: Selecting CFO, CMO, or IT-focused flows.
• Depth of engagement: Time on page, scroll depth, repeat visits.
• CTA behaviour: Clicking into ROI tools or product tours.

These signals show what a user cares about without revealing who they are—making them fully privacy-compliant.

How do we turn privacy-first personalisation into a GTM advantage?

Privacy-first personalisation aligns with how buyers already prefer to research—independently and anonymously. Companies that embrace these methods lower friction, build trust, and deliver relevant experiences far earlier in the journey.

Practical ways to operationalise this include:

• Adopting interactive video to guide users based on their choices.
• Creating industry or use-case variants of key pages.
• Using modular content frameworks to adapt messaging to page context.
• Routing users dynamically from homepage → use case → demo or pricing.

Teams using behaviour-based personalisation see 2–4x higher engagement than teams relying on identity-based methods (Source: McKinsey B2B Growth Study).

FAQ

Can we personalise without cookies?

Yes. Context, behaviour, and self-selection provide strong personalisation without cookies or tracking.

Is this approach GDPR-safe?

Yes. It relies on anonymous signals, not personal data.

Does interactive video require tracking?

No. It personalises through voluntary choices, not background monitoring.

Will this reduce conversion rates?

Usually the opposite—clarity and relevance increase conversions even with anonymous visitors.