The devil’s in the details — or in marketing’s case, the devil’s in the data. Almost every B2B marketer has a data problem, whether it’s getting the right data on target accounts ensuring data is accurate and up to date or aligning sales and marketing around the same data, the list is endless. And thanks to GDPR, the pressure is on to get your data strategies cleaned up and compliant.
The challenges marketers face today regarding data have not changed. We still need to collect and leverage data to generate demand. GDPR forces companies to examine their approach to data collection and comply with the rules or suffer the consequences. Considering the privacy controversies currently surrounding Facebook and Google, one would think marketers would be obsessed with being compliant, but are they?
A little over a year has passed since the General Data Protection Regulation (GDPR) took effect, but marketers are not out the woods yet. On the contrary, the wave of privacy regulations seems to have just begun, and the latest legislation, the California Consumer Privacy Act (CCPA), is scheduled to take effect in six months’ time.
Buyer intent data is quickly becoming a must-have dataset for sorting likely-to-convert prospects from those who are less likely, and for influencing marketing budget decisions. Yet as the adoption of this intent data has grown, many senior marketers still talk about intent signals as if they are all the same. They are not. All forms of intent data are useful in moving prospects down the funnel, but there are multiple varieties of intent data. Getting the most out of the data, and the most efficient results, requires understanding the nuances in the data sources, how the data is collected and how multiple signals can be combined.
The initial focus around the May 2018 GDPR deadline for most B2B organizations was what steps they need to take to be compliant. Now almost six months after the deadline many brands are seeing and feeling the effects on their database, with some seeing their usable contact lists dropping by more than 50% after double opt-ins and other compliance steps were added for EU contacts. Given the significant dent to outbound lists, many marketers have responded by ramping up content syndication and other inbound tactics.
Although GDPR went into effect last May, 16% of companies still don’t have a plan for GDPR compliance and 11% don’t know if they have a plan, according to new research from the CMO Council. In a conversation with Liz Miller, SVP of Marketing at the CMO Council, she digs into the data to uncover the main misconceptions that are confusing B2B companies on GDPR. Miller also shares some of the key traits and themes found in the research when comparing leading GDPR-compliant companies versus laggards.
Click here to see the full research report published by the CMO Council on the topic.
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Imagine a place where all business data could be stored in its source form, waiting to be analyzed on call. That place is the data lake, and when properly utilized, it can be one of a business’ most valuable assets, saving money and increasing ROI.
So, it’s been surprising to see data lakes labeled “evil.” The anxiety about data lakes turning into data swamps cedes a level of discourse that suggests businesses don’t really know what to do with their data — and haven’t realized that smart solutions have kept up with the changing reality of data management.
PFL, a tactile marketing automation company, announced new capital expenditures that the company states will help further expand its capabilities for current and future clients. The four key investment initiatives intend to accelerate client acquisition and delivered value by investing in increased capacity on the production side that supports bigger campaigns, added personalization and more, according to the company.