How to Implement GDPR Compliance in B2B Marketing through a Robust Preference Centre
Introduction:
In the labyrinthine world of digital marketing, akin to an alchemist’s laboratory, navigating GDPR compliance is a crucial and intricate task for businesses, especially in the B2B domain. Sylvain Davril, the master locksmith at Merlin and Leonard, in his recent Marketo tip, unlocks the secrets to how to implement GDPR compliance in B2B Marketing. This article, inspired by the theme of a locksmith’s alchemist’s laboratory, explores the alchemy of combining compliance with customer experience through a well-crafted Preference Centre.
The Alchemy of a Preference Centre:
A Preference Centre, much like an alchemist’s crucible, is where the magic of customer choice and legal compliance meld. It serves as a central nexus, a mystical portal if you will, allowing customers to manage their communication preferences with ease. This is not just a nod to GDPR compliance, but a cornerstone in enhancing the customer journey.
Crafting the Preference Centre:
In designing this alchemical chamber, customer convenience is paramount. Placing the unsubscribe option at the forefront, as advocated by Davril, is like placing the philosopher’s stone within easy reach. Alternatively, the ‘IKEA methodology’, akin to a labyrinthine quest to the bottom of the page, encourages a thorough exploration of preferences.
Transparency: The Elixir of Trust:
A well-branded Preference Centre is like an open book of spells, revealing its purpose and use of information clearly. It should encompass various realms – personal details, company information, interest-based selections, and the sacred rights of opposition and oblivion.
GDPR: The Alchemist’s Codex:
In the mystical realm of B2B marketing, GDPR is the codex that guides. A robust Preference Centre not only adheres to these sacred texts by providing clear consent mechanisms but also serves as a singular point for managing the array of consents and preferences – a true alchemist’s feat.
Inbound Marketing: The Personalized Potion:
By enabling users to indicate their interests, a business can concoct personalized marketing strategies. This bespoke approach not only resonates with the GDPR’s doctrine of specific and objective-based consent but also enhances the potency of customer engagement.
Implementing Rights: The Spell of Compliance:
In this alchemical laboratory, facilitating the right to be informed and the right to be forgotten is akin to casting a powerful spell. Customers can invoke their right to know what data is held about them or to have their data completely erased from the company’s grimoires.
Conclusion:
In the Merlin and Leonard theme of a locksmith’s alchemist’s laboratory, the Preference Centre becomes more than a mere tool; it’s an enchanted artifact that balances the scales of GDPR compliance and customer experience. Sylvain Davril, like an adept alchemist, shows how to implement GDPR compliance in B2B Marketing and that the art of compliance is not just about following rules; it’s about creating a harmonious blend of customer trust, engagement, and legal adherence.
Our other GDPR articles
Why delegating your Marketo campaigns is your secret weapon
In the grand tapestry of modern marketing strategies, there lies a secret weapon, as timeless as Merlin’s wisdom and as innovative as Leonardo’s masterpieces — delegation. But not just any form of delegation; specifically, the entrusting of Marketo Engage campaigns to the sorcerers at Merlin/Leonard. Unlock the marketing automation secret weapon: Delegating Campaigns, and witness the transformation of your marketing efforts into a powerhouse of success and innovation.
Let’s delve into the seven mystical advantages that make this strategy not just wise, but legendary.
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Financial Efficiency and Pay-Per-Use Magic: The Alchemy of Resource AllocationDelegating your marketing efforts is like discovering the alchemist’s secret of turning lead into gold. By entrusting your campaigns to Merlin/Leonard, you reduce operational costs without sacrificing the lustre of your output. Indeed, the financial efficiency gained here is nothing short of magical, as you reallocate your resources with the wisdom of an ancient tome, ensuring your marketing budget is spent not just wisely, but wondrously. With our fair and flexible pay-per-use system, your expenditures align perfectly with your needs, ensuring a wise and wondrous allocation of your marketing gold. |
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Structural Streamlining: The Compass to Your True NorthImagine a compass that always points to your marketing True North—this is the power of structural streamlining through delegation. Merlin/Leonard takes the helm of campaign execution, allowing you to navigate through the mists of daily operations towards the clarity of strategic goals. With such a compass, your ship will sail true, swift, and sure. |
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Cultural Shift: The Potion for InnovationBy drinking the potion of delegation, you imbibe a culture of innovation and adaptability. With Merlin/Leonard’s wizards taking care of the daily grind, your team is free to explore new realms of creativity and opportunity, embracing a culture that thrives on forward-thinking and transformative ideas. |
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ROI Enhancement: The Sword in the StonePulling the sword from the stone is a feat reserved for the worthy. Delegating to Merlin/Leonard is akin to wielding Excalibur, slicing through the noise to reveal campaigns of legendary success. Their expert touch enhances ROI, ensuring that your campaigns are not just seen, but remembered and revered. |
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Sky-High Productivity and Enhanced Efficiency: The Winged Sandals of HermesMerge the time-turning spell of efficiency with the winged sandals of productivity, and you’ll have your team reaching Olympian heights. As we manage your campaign execution, your marketers are liberated to engage in high-level strategic planning. Their productivity will be unleashed like never before. |
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Martech Mastery: The Sorcerer’s Advanced ToolsIn our keep, you’ll find not just expertise, but the most advanced martech tools—our sorcery constantly updated, ensuring your campaigns harness the latest in digital marketing wizardry. Consequently, this mastery over technology weaves into every campaign, ensuring each is a marvel of the age. |
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Access to High Expertise and Best Practices Implementation: The Grimoire of SuccessEvery incantation within the Grimoire of Best Practices is at the disposal of Merlin/Leonard. When you delegate, they conjure up these powerful spells of segmentation, lead nurturing, and personalization to bring about campaigns that resonate on a deeper level, enchanting your audience and ensuring each message is a catalyst for conversion. With more than a decade of mastery over Marketo Engage, we transform strategies into pure marketing gold. Our expertise ensures best practices are not just followed but brought to life, enchanting your audience and turning leads into loyal subjects. |
Remember: delegating your Marketo Engage campaigns to Merlin/Leonard is not a mere tactical retreat; it’s a strategic advance. It’s the choice to channel the collective wisdom, power, and foresight of seasoned marketing mages into your campaigns.
Additionally, our magical team prepared a magical visual sum up of all these powerful advantages. Feel free to download our ‘Unleash the Magic of Delegating Marketo Campaigns’ infographic and transform your marketing automation strategy into an enchanting success.
Step into the future of marketing with Merlin/Leonard, where the Marketing Automation Secret Weapon: Delegating Campaigns, turns your strategies into legends, marking the beginning of a new era in conquering the marketing realm. Shall we begin?
[Infographic] – GDPR Compliance checklist
5 rules for your GDPR Compliance – checklist
In our checklist, you’ll find all our best practices to :
- Refine your preference center
- Improve the quality of your data
- Create a better customer experience
- Comply with the GDPR!
Test your Marketo skills
Evaluate your level of use of the Marketo tool in order to determine what the next steps are for you: an introductory training in Marketo, an advanced training on mastering the tool or even obtaining the MCE certification for you to be recognized as a Marketo expert?
Marketo Resources: did you know?
Did you know how much we can use Marketo resources to deliver a memorable customer experience?
[Infographic] – Data Quality cheat sheet
In recent years, data has become the new grail of business.
But only if the data collected from customers and prospects is of the right quality…
What you’ll find in this fact sheet :
Merlin and Léonard have concocted a highly effective anti-data sheet to ensure that we win the battle against the hydra of poor data quality. Here, they give us the actions to implement for the big Data Quality project, broken down by level of difficulty and by type!
Download the complete Data Quality Cheat Sheet now.
[Infographic] – The 5 keys to Data Quality
In recent years, data has become the new grail of business.
But the data collected from customers and prospects must be of good quality…
What you’ll find in this Data Quality checklist :
Merlin finally shares with us his magic formula for combating poor data quality – aka Evil -: his Data Quality Checklist!
To achieve this, your data must be:
- documented
- integrated
- automated and enriched
- accurate
- compliant
Download the complete Data Quality Checklist infographic now, and with all these elements, Merlin assures you of an effective, standards-compliant formula against Evil.
[Infographic] – The 7 causes of marketing automation failure
Download our HD Infographic: The 7 causes of marketing automation failure
Marketing automation has become an essential tool for any company seeking to optimize its marketing efforts and increase its return on investment. However, misuse or poor deployment of this tool can lead to disappointment and even failure. That’s why we’ve prepared a detailed infographic summarizing the common causes of marketing automation failure. This article explains how to avoid the 7 causes of marketing automation failure.
Overview of the infographic
Our infographic provides an overview of the seven main causes of marketing automation failure, namely lack of marketing strategy, lack of alignment between marketing and sales teams, inadequate content strategy, poor knowledge of marketing automation best practices, and poor organization of the marketing team. For each cause, we propose relevant solutions to remedy them and ensure the success of your marketing automation.
- Lack of marketing strategy
- Lack of alignment between marketing and sales
- Inadequate content strategy
- Errors in crucial marketing automation programs: scoring and lead life cycle
- Low level of marketing team maturity
- Poor organization of the marketing team
- Lack of Marketing Automation best practices
Triggers or real-time marketing in Marketo
🧙♂️⚔️👑 Embark on a journey of strategy and foresight with #MerlinLeonard and discover real-time marketing!
Think of King Arthur, vigilant in his stronghold – the market; with his brave knights – his team; and the elusive Morgana – the unexpected guest. 🎯
Suddenly, a brilliant light signals – not Excalibur, but equally potent – a #MarketoTip! 💡
Led by our in-house wizard, Sylvain Davril 🧙♂️, Arthur discovers the secret to Marketo’s real-time triggers. Now, he’s prepared to foresee and plan based on Morgana’s potential actions.
When Morgana fills a form at the castle entrance, a real-time alert is sent to Arthur. His knights receive immediate notifications. Arthur, acting as a skilled leader, conveys instant alerts to his knights, his call to arms echoing throughout the castle. 🏰
Employing the journey tracking spell, Arthur keeps track of Morgana’s progress within the castle. He’s prepared for every action, each step, ready to react when required.
With #MarketoTriggers, Arthur morphs his castle into a hub of real-time customer engagement.
Be the King Arthur of your market with #MerlinLeonard. Leverage Marketo’s capabilities to make customer data your ally. Let our #MarketoTips aid you in crafting a legendary success story! 🎵
Join us at our weekly Round Table every Friday at 10am for an hour of free discussions, queries, and sharing of Marketo’s finest practices.
Proving the value of marketing with Marketo’s Opportunity Influence Analyzer
🏰🧙♂️Salutations from the magical dominions of Merlin/Leonard! 🧙♂️🏰
Today’s tale from King Arthur’s 🤴court is a perfect reflection of the ongoing saga in many business kingdoms. The unsung hero of our story? Marketo’s ‘Opportunity Influence Analyzer’ tool! ⚔️🔮
Arthur, once believing victories were solely due to his Knights (Sales), uncovered the concealed magic of his Wizards (Marketing), who had been stirring up influence even before the Knights readied their steeds. 🧙♂️✨
🎯 By activating Marketo’s Opportunity Influence Analyzer, linked with Salesforce, Arthur discovered every interaction – magical touches that were made before, during, and post a victory, involving Knights and Wizards alike. 🌌
And what a revelation it was! 👀 The surge in total interactions unveiled the crucial role of the Wizards, or the pivotal contribution of marketing.
Today, Arthur’s appreciation for his Wizards has grown leaps and bounds. He sees the vital spells they spin to make the kingdom flourish. 🏰✨
From the desk of our Wizards today? 🧙♂️ Embrace the Opportunity Influence Analyzer tool. Unveil your hard work. Show your Knights that the magic they see is not an illusion but a real game-changer! 💫
And always remember, it’s not just the sword that wields magic, it’s the spell too. 🗡️🔮
And don’t miss our grand gathering every Friday at 10am for a free hour of chat, queries, and sharing of Marketo best practices.
Use your CRM Business Model in Marketo for a better Customer Marketing thanks to Marketo Custom Objects
🔮✨👑 [Marketo Tip #05 – Your business model comes to life with Marketo] 👑✨🔮
Top of the morning to everyone, Sylvain Davril from Merlin/Leonard here! Today I have a Camelot-inspired story to highlight the usefulness of Custom Objects in Marketo.
Think of King Arthur, facing an unprecedented drought. To save his lands, he requires the services of wizards who can cause rain. With a CRM of wizards and their spells, how do you select only the ones who can make it rain?
🌦️ This is where Marketo Custom Objects come into play in King Arthur’s dilemma:
1️⃣ Arthur sets up a “Spells” Custom Object in Marketo, incorporating all the significant details such as the spell name, power level, duration, and the wizard who has it.
2️⃣ Then, our king imports these details from an Excel file or through an integration between his CRM and Marketo.
3️⃣ Custom Objects allow Arthur to create filters to target only those wizards capable of eliciting rain.
4️⃣ With Marketo’s Triggers, Arthur can trigger targeted actions, such as sending an email summoning wizards when rain is needed.
5️⃣ This way, Arthur can manage his wizard repertoire, ensure rain on his lands and preserve his crops!
With Marketo and Custom Objects, data management becomes as easy as counting to three! Whether you’re an old-time king or a modern entrepreneur, Marketo helps you target and communicate with your audience effectively and accurately.
Be sure to follow us for the next Marketo Tip. Long live King Arthur and powerful data management! 🏰🧙♂️💼
And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.
Increase your productivity in Marketo thanks to a great foldering and the Marketo naming convention
👑✨ Listen up, you valiant knights of the Round Table! ✨👑
The kingdom of Camelot is in great peril! The register of the Knights of the Round Table is plunged into indescribable chaos. No one can see any more clearly. 🌀🤯 But rest assured, because Merlin is here to save the day with a powerful solution! 💪🧙♂️
Today I present to you today’s Marketo Tip of the Day, “The Power of Folder Structure and Marketo Naming Convention.” 📂🏷️
Imagine a world where our valiant knights could collaborate seamlessly and keep Camelot’s registry clean and organized. This tip will revolutionize the way we work together, bringing order and harmony to our marketing efforts. 🌟🤝
By implementing a standardized folder structure and adopting a naming standard, we can triumph over the chaos that plagues us! ⚔️🗂️ Never again will we get tangled up in duplicate folders, or get lost in the maze of outdated campaigns. Just a few simple guidelines will pave the way to success. 🛡️💼
Like Excalibur, this tip is a productivity weapon that gives you the power to :
✅ Foster seamless team collaboration
✅ Maintain a flawless Marketo instance
✅ Easily locate and manage campaigns
✅ Track our past successes
✅ Archive old programs effortlessly
Join us on this epic journey to transform the way we work in marketing. Let’s build a new era of efficiency and clarity within the Knights of the Round Table! 🌐🚀
Remember, fellow knights, that when the ledger is in order, our marketing power will shine brighter than the Holy Grail itself! 🌟✨
And I also invite you to join us every Friday at 10am for a free hour of discussion, questions and sharing of Marketo best practices.