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2018

From your comments, emails and phone calls, I think marketers are in need of a little GDPR TLC right about now. Trust me, I’m right there with you. Preparing for GDPR is not an insignificant undertaking, and when coupled with the responsibilities of your “day job” it can be an overwhelming load. In my ongoing effort to help and encourage my fellow marketers, I offer you a little Chicken Soup for the GDPR Soul.

GDPR Words of Wisdom

Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day. – Mark Twain, author

Perspective is everything, isn’t it? Surely, when Mark Twain made this statement, he was directing his comments to marketers feeling the stress of GDPR—get the task you’re dreading most done first. If you’re just starting out in your GDPR compliance journey, I recommend your first frog is a pre-preparation assessment of your database. This includes taking inventory of records that have (and don’t have) normalized country data attached to them, noting the quantity and compliance status of EU records in your database, and assessing the viability of questionable records. If you’re further along in your GDPR preparations, Twain also has advice for your situation: “If it’s your job to eat two frogs, eat the biggest one first.”  Little did we know, GDPR would be an all-you-can-eat frog buffet!

Go to bed smarter than when you woke up. – Charlie Munger, vice chairman, Berkshire Hathaway

Whether GDPR is keeping you up at night or you’re actually able to get some rest, the point of this quote is spot-on: gain as much wisdom as you can about GDPR. Read. Listen to podcasts. Attend a webinar. And speaking of webinars, be sure to register for our free presentation, “Fearless Marketing Strategies for a GDPR World.” We’ll be covering hot topics such as consent and what it means for your marketing communications, plus the impact of GDPR on common technologies like cookie usage and lead scoring. GDPR language is ambiguous and confusing; the worst thing you can do is stick your head in the sand and rely on what you think you know. Stay informed, seek out learning opportunities and ask questions along the way. Register for our webinar now.

No wise pilot, no matter how great his talent and experience, fails to use his checklist.Charlie Munger, vice chairman, Berkshire Hathaway

With stress often comes decreases in productivity and efficiency. Checklists help keep you focused, ensure you don’t forget details, and give you a sense of accomplishment as you mark items as complete. If you haven’t already, put together a GDPR readiness checklist or use ours. Note: the checklist below is a small part of a much larger GDPR checklist, which you can access—along with much more GDPR information—by downloading our free whitepaper, “A Marketo Client’s Guide to GDPR Compliance.

Database Audit Checklist

Completed

Are EU records present?

Examine current opt-in sources to determine compliance (or if an opt-in campaign before the GDPR deadline is necessary)

Evaluate information stored in the lead/contact objects vs. the account object and amount of information populated

Determine the degree of missing country information and if it’s normalized

Create marketable records segmentation and inactive smart lists to assess data quality

Determine the age of records; flag those outside of your defined period for record retention

Segment the database based on current compliance status of records

Determine if your database contains records of youth under the age of 16 and age 13 in the UK

 

Additional GDPR Resource and Support

The best thing a human being can do is to help another human being know more. – Charlie Munger, vice chairman, Berkshire Hathaway

There’s no doubt that Charlie Munger is a smart guy—after all, he’s Warren Buffett’s partner.  And when it comes to sharing knowledge, we couldn’t agree with him more. Perkuto exists to help CMOs succeed—with that in mind, we’ve put together a comprehensive package of resources to support you in your GDPR preparations:

 

When it comes to GDPR, our motto is “Prepare thoroughly. Market fearlessly.Let us know how we can help you.

 

Read the full post on the Perkuto Blog.

At some point in our careers, we've all had a data mishap. A colleague recently shared a direct mail promotion he received from a high-end jeweler. The headline read, "KEVIN, this Valentine's day, give LESLEY the gift she really wants," along with an image of a beautiful diamond necklace. The only problem—Kevin and Lesley are brother and sister. (And yes, they were horrified at the jeweler's suggestion.) Was the jeweler trying to promote sibling love? Doubtful. More likely: Major. Data. Fail.

 

Obviously, this example is variable data gone wrongeither mismatched data points, misinterpreted data relationships or just plain bad data. But whatever the reason, with GDPR just around the corner, it's crucial that your data is in order. Understanding who's in your database, as well as the age and viability of each record, is a foundational piece of GDPR prep. Think of it this way: retaining junk data is a liability for you. Why risk costly fines due to keeping questionable records?

 

What's Lurking in your Data Pool?

 

Over time, junk records creep into your files and weigh down your performance metrics, create potential marketing disasters and set you up for GDPR problems. Time to scrub the pool! The best way to identify junk data and gain more insight into the composition of your database is by creating a marketable records segmentation. Any groups regularly suppressed should be pulled into this segmentation. What should you be looking for?

 

Inactive Records: Since GDPR stipulates not retaining data longer than necessary, flag outdated recordsor in the absence of a defined expiration datethose that have not opened or clicked on an email or have not visited a webpage in the last 12 months. We’ll try to reactivate these names—more on that topic in a minute.

 

Disqualified Records: Be on the lookout for trash and disqualified records especially, usually corresponding to a lifecycle stage of trash or disqualified and including names rejected by sales.

 

Role Accounts: These are email addresses for a specific role that don't have a human associated with them. Under GDPR, such records are not considered "personal data" but since they don't benefit sales, remove them. To do so, include a filter for email that starts with and contains descriptors such as news@ administrator@ unsubscribe@ customerservice@ webmaster@ info@

 

Junk Domains/Data: Just as the name suggests, these bogus domains include data strings such as "ABC," "XYZ," swear words and email addresses without an @ symbol. Dump the junk!

Undesirable Personas: Examples include students, retirees, and maybe the media. If not a viable lead, they are not worth the potential risk of retaining.

 

Country Data: Run a query to determine if all records have normalized country information. Flag those that do not or are missing country data altogether.

 

Opt-In Sources: Is consent GDPR compliant? Do you have proper record-keeping to back that up? Create a separate segmentation based on current compliance status and deploy a whitelisting campaign for records compliant with current EU Directive legislation that may fall short of GDPR standards. Remember, this may include records that have consent, but the consent is dated.

 

Preserving Potentially Viable Records

 

OK! You've done some cleaning on your database; now it's time to look at the questionable and non-compliant records to retain as many as possible before GDPR goes into effect. Campaigns you'll want to run sooner rather than later include:

 

Read the full post on the Perkuto Blog.

Preparing for GDPR: It's Not Marketing's Job...or Is It?

 

GDPR:” you’ve heard the term repeatedly and know you ought to deal with it. But you’re also wondering, does the responsibility for GDPR readiness really belong marketing?  Isn’t this more of an IT thing?  Besides, you’ve got other, more pressing tasks…good grief!

 

Good GDPR grief that is, and all the mental agony that comes along with it. If you’re like most marketers, you’re probably experiencing what we call, “The Five Stages of GDPR Grief” when it comes to navigating GDPR preparedness.

Any of this sound familiar?

 

The Five Stages of GDPR Grief

 

Stage 1: Denial.

You don’t believe you need to worry about GDPR. After all, you survived CASL, CAN-SPAM, and the US Do Not Call regulation. GDPR…no big deal, right?

 

Stage 2: Anger.

GDPR keeps creeping into your news feed; the topic just won’t go away. You’re annoyed—even angry—at the thought that it might actually be your job to figure out GDPR requirements and steer your team through compliance preparations. Not exactly what you envisioned for your career in marketing.

 

Stage 3: Bargaining.

You begin rationalizing that you are too busy, that your main priority is driving revenue and supporting business growth. GDPR sounds like a major “squirrel” (distraction), so you begin bargaining with others in your company to take on the task. Case of beer in hand, you approach your colleagues, “Hey…so how’s my FAVORITE IT team…”

 

Stage 4: Depression.

You realize you’re stuck with the task and begin reading through dry, incomprehensible pages of legalese filled with seemingly conflicting advice. To say you’re bored to tears is an understatement. Is it 5:00 yet?

 

Stage 5: Acceptance.

You’ve come to grips that GDPR preparation is your responsibility; you’ve accepted that marketing with different rules is the new reality for 2018. Realizing there are many adjustments and changes you must make to your processes, you begin seeking out resources to help your team. But now what?

 

The Path to GDPR Compliance

We get it. We understand you’re busy and have many responsibilities in your “day job,” none of which include becoming a GDPR expert. That’s why we’ve created a free downloadable resource, “The Marketo Client’s Guide to GDPR Compliance.”

 

Written by the Perkuto team, this guide will help you understand GDPR from start to finish. You’ll learn about data transparency, storage and security requirements of this massive legislation plus some of the lesser-known nuances that impact your marketing strategies. We’ll help make sense of the requirements for compliance and outline the consequences for not meeting them. We’ll show you the steps you need to take to prepare for GDPR and (shameless plug) provide an alternative should you decide to let GDPR experts handle it instead.

 

From Intimidated to Fearless

Feel like you already have a good grasp on GDPR basics? Take your knowledge to the next level by attending our complimentary webinar on March 1, Fearless Marketing Strategies for a GDPR World.

In this interactive presentation, I’ll discuss the impact of GDPR on the marketing technology we use every day, including cookie usage, subscription management and lead scoring practices. Learn what campaigns you should be running now, how your communications must change once GDPR goes into effect, and ask questions specific to your situation at the end of the presentation.  Registration is free, but early registration is recommended as space is limited. Registration also guarantees you will receive a link to the presentation recording and slides, even if you’re unable to attend the live webinar.

 

In Good Company

When it comes to GDPR, we feel your pain, really. Remember, we’re marketers too! And from one marketer to another, we’re ready to turn your wounds into wisdom— download the Perkuto complimentary GDPR Compliance Guide and then register for the Perkuto free Fearless Marketing webinar.

 

Download White Paper

Watch Webinar

 

As Published on the Perkuto Blog

Hi all,

 

We're thrilled to announce this year's 2018 Marketo Champion class! The Marketo Champions are an elite group of our most advanced brand ambassadors who are Marketo Certified Experts and actively share their knowledge and expertise in the Marketing Nation Community. They have demonstrated outstanding leadership and are loyal advocates of the Marketo brand.

 

Please help me congratulate this amazing group of advocates!

 

P.S. Please note we'll be moving away from two classes to one per year.

 

Banner2-2018-Marketo-Champions-Desktop 304x299 (1).jpg

 

NameCompany
Boris KiperasCA Technologies
Dusty Garner-CarpenterConvergys Corporation
Matt GomezLaureate Education
JD NelsonSpigit
Darrell AlfonsoHitwise
Brooke BartosMisumi
Nick HajdinAccenture
Abby RyanVeracode
David Da SilvaNewVoiceMedia
Timothy CeratoSNHU
Maruti ShuklaDropBox
Karina GuerraCochlear Limited
Iryna ZhuravelAltium LLC
Eddie MoralesElastic
Dan StevensAvanade
Geoff KrajeskiCohnReznick LLP
Suzanne Kushner

 

Suzanne Kushner Marketing Automation Services

 

Sydney MulliganEtumos
Hicham TabbakAdecco Groupe France
Rajesh TaleleBright Aspects, Inc
Adam VavrekSkyword
Kelly Jo HortonIntersekt Solutions
Kara PietrykowskiOliver Hume Real Estate Group
Emily ThorntonAnnuitas
Adele MillerDynatrace
Dan RaduMacromator
Ashley HarvellDemand Spring
Rachel NobleDigital Pi
Tara Slover PetreElixiter
Michelle MilesPerkuto
Dayna WellmanMcGraw-Hill Global Education Holdings, LLC
Amanda ThomasAlert Logic
Erik HeldebroBambuser
Lauren AquilinoRevenue Pulse
Devraj GrewalZuman
Jessica KaoDigital Pi
Emily PoultonAdecco Group
Ande KempfRevEngine Marketing
Andy VarshneyaOptimizely
Brittany StoverDes-Case Corporation
Carly WirkusJamf Software, LLC
Chelsea KikoHileman Group
Chris SaporitoPaycor, Inc.
Christina ZunigaInTouch Health
Corey Bethel

 

McGraw-Hill Global Education Holdings, LLC

 

Courtney GrimesDemandLab, LLC
Courtney McAraSurveyMonkey Inc.
Jackie PottsLI-COR
Jason HamiltonRevenue Pulse
Jenn Dimariarevenginemarketingdev
Jenna MolbyACL Services
Joe ReitzAmazon
Juli JamesSt Edwards University
Justin NorrisSolutions Perkuto, Inc.
Keith NybergSugarCRM, Inc.
Maarten WestdorpScribe Software
Mark FarnellNewVoiceMedia
Taylor EnfingerANNUITAS
Veronica HolmesVerdant Marketing Automation
Alex GregerDemandLab

Vast.” The dictionary definition is “very great in size, amount, degree, intensity, or especially in extent or range.” (Merriam-Webster) It’s a word you’ll hear often in GDPR discussions, and it is an accurate description. In fact, there are 99 articles in the GDPR, each stipulating new parameters and expectations for data transparency, accountability, storage, and security.  In our prior posts, we’ve highlighted many of these areas, discussing changes to your backend operations, marketing strategies, external partners and provided a graphic overview with our GDPR infographic.

 

As much as GDPR covers, it also raises an equal number of questions.  Many of GDPR’s articles use ambiguous language leaving marketers scratching their heads, and lawyers busy providing clarification. For this reason, we’ve compiled a list of some of the more frequently asked questions and a few of the lesser-known answers, as discussed with our legal team.

 

GDPR – Who?

Q: Does GDPR apply only to EU citizens?

 

A: No. GDPR applies to EU residents, regardless of citizenship. An American living in the EU for three months qualifies for GDPR protection. If your business (B2B or B2C) markets to, does business with, or simply stores or processes the personal or business information of EU residents, you are subject to GDPR requirements regardless of your business’s location.

 

Definition of Personal Data

Q: What is considered “personal” data?  Is B2B information exempt?

 

A: Generic emails, such as “info@,” “contact@” are not personal addresses so do not count as personal data.  All personal (individual) data, whether B2B or B2C, is covered under GDPR. This includes any business information that makes a someone personally identifiable, such as their business email address.

 

Limits for Storing Data

Q: How do we define the duration of storing data? What constitutes “as long as necessary?”

 

A: That depends on the purpose of the data.  Where a contractual agreement exists, (ex: I am buying on Amazon) personal data may be retained as long as the contract runs. (or in our Amazon example, as long as I am willing to keep my Amazon account, which is mandatory to purchase on their site.)  If the data subject is not a customer, then three years after the last contact is a reasonable period, per the French CNIL.  It is the Data Controller’s responsibility to set the limit on data retention and this should be specified in your privacy policy. Be careful not to run wake the dead nurture campaigns on opt-ins that have exceeded the stated time frame.

 

Bundled Consent

Q: Can you bundle consent to receive future communications with other actions, such as a whitepaper download?

 

A: No. Consent is an independent action from a marketing action and your consent language needs to be clear. You can include an opt-in option to receive additional information on your form with an unchecked checkbox,  just make sure the checkbox is not required to submit the form. And, be sure to include a link to your privacy policy on all forms. See an example of a GDPR compliant opt-in form.https://perkuto.com/blog/marketing-strategies-gdpr?utm_source=MarketoCommunity

 

Cookie Law

Q: Does GDPR have any ramifications for EU Cookie laws or is ‘Do Not Track’ still in effect?

 

A: Yes, ...

 

Read the full post on the Perkuto Blog.