Marketing Automation Hazards to Avoid during GDPR Preparation
Your Marketing Automation Platform (MAP) is the cornerstone of your MarTech stack, holding within it an immense amount of possibility that enables marketers to take a more efficient, strategic approach to communicating with their prospects and clients.
Your marketing automation instance can also be an asset as you prepare for GDPR compliance, enabling smart consent management, opt-in campaigns, and database management in an intuitive, convenient way.
However, it’s in your best interest to proceed with caution when it comes to your MAP, as there are a number of pitfalls that threaten to jeopardize your GDPR compliance if you aren’t looking out.
As you prepare for May 2018 and GDPR implementation, here are a few marketing automation hazards to avoid to prevent any missteps along the way:
Automated Data Management
As automation moves to the forefront of B2B marketing, it has become increasingly prevalent in the last few years to engage in automated data enrichment. The practice of “using your data to create new data” can be highly lucrative, particularly in this B2B ‘Engagement Economy’ that places emphasis on a more personalized, targeted approach to communicating with prospects and customers.
However, the nature of the GDPR slightly complicates the process of data enrichment. Companies need to be upfront with this type of data processing. Marketers must ensure they have audited their existing data and secured valid opt-ins, in addition to ensuring that any new or existing automated data capture procedures are obtained with consent.
Lead scoring might be a marketing staple in your organisation but with the implementation of the GDPR, this is a tactic that will need to be modified if you are to be compliant.
Your lead scoring process falls under the category of ‘data profiling’ according to the GDPR. This means that, in order to continue to use your lead scoring model on prospects, you must seek explicit permission from the prospect to process their data in this manner before any lead scoring occurs.
Reverse IP Tracking
Reverse IP tracking is an incredibly common tactic used for prospecting but, unsurprisingly, the GDPR makes it clear that marketers must have consent from prospects before they can store or process an individual’s IP address.
It’s common for marketers to periodically run reactivation campaigns through their MAP to re-engage older prospects who have been languishing untouched in their database.
Unsurprisingly, this a no-no under the GDPR, since the name of the game is consent when it comes to being GDPR compliant. Post-GDPR, those older prospects cannot be contacted (or even live inside your database) unless you’ve received opt-in consent from them.
GDPR preparation is no easy feat to begin with, so why make it even harder yourself? By avoiding these hidden MAP errors, you can continue down your path towards compliance to arrive there without any roadblocks before May.**
For more on how your marketing automation platform can aid your compliance efforts, check out The Marketo User’s GDPR Quick Guide: How to Leverage Your Marketing Automation Platform to Achieve Compliance.
**Please note, this material is for informational purposes only, is general in nature, and is not intended to and should not be relied upon or construed as a legal opinion or legal advice regarding any specific issue or factual circumstance.