[GTM glossary](/glossary.txt) Zero-party data

Data & Enrichment

# Zero-party data

In short

Zero-party data is information a customer or prospect knowingly and voluntarily gives you, such as their goals, preferences, budget range, or how they want to be contacted. The term was popularized by Forrester to separate it from data you infer or observe.

It differs from first-party data, which you observe from behavior like page views or product usage. Zero-party data is stated, not inferred, so it is explicit about intent and comes with clear consent.

## How to collect zero-party data

People share information when they see a clear benefit.

* **Forms with context:** Ask about their main challenge or timeline when they request a demo.
* **Quizzes and assessments:** Return a tailored result in exchange for answers.
* **Preference centers:** Let contacts choose topics and email frequency.
* **Onboarding questions:** Ask about goals during signup to personalize the experience.
* **Surveys and conversations:** Ask customers directly and record the answers.

---

## Example in a GTM workflow

Say a visitor requests a demo and selects 'replacing our current tool within 3 months' from a dropdown. That stated timeline is zero-party data. Routing can send the lead to an AE immediately, and the first email can reference their stated goal instead of a generic pitch.

---

## Zero-party vs. first-party vs. third-party

* **Zero-party:** Volunteered by the person. Stated and consented.
* **First-party:** Observed by you from behavior on your channels.
* **Third-party:** Collected by another organization and licensed to you.

---

## Common mistakes

* **Asking too much:** Long forms lower completion. Ask only what you will use.
* **Not using the answers:** If personalization never follows, people stop sharing.
* **Leaving it in silos:** Write answers to CRM fields so sales and marketing can see them.
* **Treating it as permanent:** Preferences change, so timestamp and refresh them.

---

## Privacy and trust

Because people choose to share it, zero-party data supports transparent consent. Still explain how you will use the data and honor opt-outs. Privacy laws such as GDPR and CCPA may apply. This is general information, not legal advice.

---

## Zero-party data FAQs

**What is zero-party data?**

Zero-party data is information a person deliberately shares with a company, such as preferences, goals, or purchase timeline. It is stated rather than inferred from behavior, and it is given with the person's awareness and consent.

**What is the difference between zero-party data and first-party data?**

Zero-party data is volunteered directly by the person, like a survey answer. First-party data is what you observe from their behavior on your own channels, like pages viewed or features used. Both belong to you, but zero-party data is explicit.

**What are examples of zero-party data in B2B?**

Examples include a demo form field naming a buying timeline, onboarding answers about goals, survey responses, preference center choices, quiz results, and stated team size or budget range given during a conversation.

**How do you collect zero-party data without hurting conversion?**

Ask only for details you will use, keep forms short, explain the benefit, and spread questions across steps such as signup, onboarding, and follow-up. Use progressive profiling so you do not repeat questions already answered.

Share term

---

## More related phrases

* [Intent data](/glossary/intent-data.txt)
* [Data management platform](/glossary/data-management-platform.txt)
* [Buyer intent data](/glossary/buyer-intent-data.txt)

## Similar phrases

* [First-party data](/glossary/first-party-data.txt)  
First-party data is information a company collects directly from its own customers, prospects, and channels, such as CRM records, product usage, and website behavior.
* [Third-party data](/glossary/third-party-data.txt)  
Third-party data is information collected by an outside organization and sold or licensed to others, such as company lists, contact details, and intent signals used to find and prioritize prospects.
* [Data enrichment](/glossary/data-enrichment.txt)  
Data enrichment is the process of adding missing or updated information, such as firmographics, contact details, and technographics, to records you already have from internal or external sources.
* [Data privacy](/glossary/data-privacy.txt)  
Data privacy is the set of rules and practices that govern how personal information is collected, used, stored, and shared, so people keep control over their data.
* [Second-party data](/glossary/second-party-data.txt)  
Second-party data is another company's first-party data that you obtain directly from them through a partnership or agreement, rather than from a broad data marketplace.