Put Marketing & Sales on Steroids with Marketing Automation + CRM Integration

Marketing automation platforms work great in making your marketing process centralized and autonomous by taking in diverse assets including email, forms, landing pages, content etc., to keep your customers engaged. With the combination of all of these you can increase its effectiveness immensely by with customer relationship management (CRM) integration. Tight and effective integration with CRM benefits marketers managing lead information, messages and content delivery, activity alerts, campaign updates, triggers and other information more effectively.

But, first thing first: what exactly is a CRM integration is and how does it functions.

What does marketing automation + CRM integration mean?

Most marketing automation and CRM platforms support integrations into each other. The Application Programming Interface (API) in these systems brings users access to the databases which help maximize the use of both connected systems. When synced, users can use marketing automation system to get access to all the data on leads from the CRM system which is connected to the automation platform and also can update the data to the leads in the CRM after a marketing activity is executed on the set of the leads.

Due to the API technology, users benefit from stable and integrated access between the CRM and the marketing automation systems, especially when data points such as, contacts, companies etc., are connected across both systems. Other methods of integration other than API include automated file imports through FTP or static URLs which provides easy uploading of data, however, constant synchronization through this process of CRM integration is a challenge in this process of CRM integration.

8 Reasons to sync CRM with marketing automation

1. Improved capability to nurture leads and customer relations

With CRM integration, marketing automation users can start building better relations with customers even before their sales reps start interacting with them. As about 57 percent of customers can initiate their buying journey before meeting sales teams, marketers can make the most of this opportunity by nurturing them with the right messages at the right intervals. Thus, they can take advantage of syncing marketing automation and CRM to get details on their leads including who, when, what, and how they interact with products, messages, websites and other digital channels. By delivering personalized messages and information to leads based on such detailed information, they can achieve a boost in qualified leads of up to 451%.

2. Help customers make more well-informed purchase decisions

With more information timely fed to customers’ queries, customers feel lesser risks and are likelier to make even bigger purchases. All these are possible because data-backed lead nurturing generate more educated customers who are satisfied with the products and their purchase decisions than those non-nurtured leads which hardly generate any sales opportunities. Thus, CRM integration allows over 47% bigger purchases at about 33% reduced costs per lead.

3. More extensive insights on customer behavior

The more insights and data you can collect on customer behavior, the more personalized and strategic lead nurturing program can be developed. Diverse range of statistics on customer behavior and interests collected through various campaigns can be synced to an integrated CRM system. Later, sales reps can access all these information from the CRM and tailor their sales pitches and offers based on the data to convert leads faster.

4. Evaluate CRM leads based on scored assigned to each

Once the CRM is synced to the marketing automation system, users can take advantage of bi-directional synchronization to get both ends of the platforms updated with the latest statuses of customer interactions and responses to diverse marketing campaigns. Thus, both sales and marketing teams can devise the most effective strategies based on these updated lead data on marketing automation and CRM systems.

5. Shorten sales cycle with the most relevant lead data

The CRM integration allows organizations and marketers to reduce the sales cycle by delivering the most relevant and useful information buyers need at their disposal, allowing them to arrive at purchase decisions quicker. Marketing automation systems that are integrated to the CRM that sales teams use to collect customers’ information update with lead scores based on customers’ interactions, engagement and replies to marketing activities. Thus, when prospects are sales ready they are assigned with the score and sent to the sales funnel as qualified leads for sales teams to pursue. Therefore, sales reps get prospects who are informed and willing to make purchase when they are pursued with the right pitches and offers, thus shortening the buying cycle eventually.

6. Add marketing attribution accurately

Though basic level of CRM enables attaining this end-to-end accountability, marketing campaigns cannot be run effectively with limited, fractions of or false metrics such as high click rates even though prospects have not made any purchases. On the other hand, CRM integration with marketing automation system boosts effectiveness of campaigns and reduces duplication of data. Also, CRM syncing improves alignment and coordination between marketing and sales teams thus, saving valuable time, energy and resources to be spent in devising and executing strategies for increasing sales.

In addition, there are advanced functions users can perform to yield better marketing and sales performance with marketing automation and CRM integration.

6 advanced marketing and sales functions include

Activity Alerts: These alerts are triggered by marketing automation platform for sales teams on the event of a particular behavior or interaction demonstrated by leads e.g., clicking ‘Contact Us’ web page.

Assign leads to Sales team: marketing automation enables users to set rules in it in order to assign leads to sales teams.

Send leads as per campaign rule: When a lead shows any activity in the campaign flow gets assigned to a sales rep. Then, the automation system allows sending those leads to reps using the CRM system that is synced to the system.

Send leads as per lead scores: The marketing automation system lets users transmit leads to the sales funnel through the synced CRM platform when the specific has garnered a specific lead score and become a qualified lead.

Campaign Triggers: marketing automation system triggers campaigns based on specific changes or interactions updated to the CRM platform.

Campaign integration: Campaigns running in the automation platform gets synced with the connected CRM system. Once synced, users can link revenues to all campaigns for gauging ROI.

Are you making the most of the CRM and marketing automation systems to improve sales of your business? In case you are looking for professional assistance from Marketo certified experts to set up and sync CRM and marketing automation platform or simply need professional training for your marketing and sales reps, then call us at (408) 502 6765 now! You can also join us and chat with us via Facebook, Twitter, and LinkedIn – let’s chat over coffee soon.

7 Failsafe Strategies for Seamless Marketing Automation Migration

First thing first – have you taken the calculated decision to take the plunge from your existing marketing automation suite? Then, here are some more pointers you need to add to that checklist and consider to strategize seamless marketing automation migration.

Migrating your marketing campaigns including the entire marketing database, intelligence and assets may seem daunting; however, the switch to a new platform becomes inevitable for many reasons. Cost effectiveness, better integration, modification or addition of marketing goals, plans or channels are major deciding factors in determining the switch and selection of the platform. Here we have compiled 10 points that will guide you to foolproof strategies to keep your migration process aligned to your business goals and in smooth transition.

1. Ask questions to evaluate vendors

You have already performed thorough research, calculations and considerations before deciding upon marketing automation platform. So, here is the next step – start talking and asking questions to marketing automation platform vendors to tally the features offered that align with your goals, campaign necessities, and other requirements. Here we have rounded up 12 questions to ask software vendors to help you in your decision making. Make sure to ask them all the same questions to get a detailed comparative view of shortlisted automation platforms.

 
1)   How is the CRM integration – does it support data flow both ways?
2)   Does it support additional tech integration?
3)   How does data transfer take place to and from the marketing automation system
4)   How does the reporting module work? Does it support custom reports export?
5)   How does the software measure campaign performance and success?
6)   What will be the benefits from migrating to this new system from our old platform?
7)   What will be the costs of migration and total use of the automation platform?
8)   How is the technical and customer support of this marketing automation platform?
9)   How do you add new users and assign roles and permission – how is the ease of use of it?
10)   How time consuming is it to set up and migrate to the new automation platform?
11)  Is the platform capable of managing complete buying journey – or does it only records lifecycles of leads and prospects?
12) Can your automation system offer support for mobile marketing efforts?

2.  Keep your business processes updated

 

The span of time spent in marketing automation migration is a good window of opportunity to assess your current marketing initiatives and practices and ponder upon the scope of improvement of your marketing efforts and processes. We recommend that our clients perform a thorough audit of their marketing processes to evaluate what is working and what needs fine tuning and improvements    before the migration process commences. Also, focus on the sales processes, leads lifecycle, pitches, messages, frequency, channels, and other methodologies to standardize best practices. 

3.  Start with migrating the data and insights  

Organizations that are using CRMs like Salesforce are recommended to begin migrating with the CRM data first and foremost to prevent any unforeseen risks of losses in opportunity or revenue generation. Another reason why transition of data to the CRM is favored as it also aid in preserving the valuable insights gathered on contacts, leads, client accounts, marketing campaigns, opportunities created and other intelligence. One of the best methods is to record and import these data points straight to the new marketing automation system and Salesforce CRM. And one approach that companies should avoid while migrating data is to import contact records first into the CRM or the marketing automation system as campaign and revenue data related to those people will not be added. For example, if a company has six renewal opportunities and three won deals which total the value of  $400,000, then, the company could lose that intelligence by performing a straight import and ruin the opportunities for sales professionals who are who is handling tho9se opportunities. Here is a list of items businesses should import one by one while marketing automation migration:

  • Accounts
  • Contacts
  • Leads
  • Products
  • Campaigns
  • Pricebooks
  • Contracts
  • Cases
  • Opportunities
  • Solutions

 

4.  Get ready for extra efforts during merging

Communicating and engaging with people and customers through multiple marketing automation platforms can be dreadful, but such extra efforts are necessary to maintain the engagement rates during migration process. Instead of hurrying the migration and merging process to limit communication process from a single platform, companies move and import data and all components carefully and continue communicating with the prospects and customers throughout the process, from multiple platforms and keep them engaged. Companies should adopt a short-term engagement plan which will take in multiple marketing automation platforms and the CRM in the interim of the migration and adhere to it to prevent risking loss of communication, engagement and potential opportunities in the meanwhile. For example, companies emailing to contacts after the acquisition using two, existing and new automation platforms have to incur additional and often hefty, amount of works, time and costs to consistently shift unsubscribe data from existing to new software. But, this consistency will also ensure marketers that unsubscribed contacts are suppressed from receiving messages again from new systems. At the same times, companies can maintain engagement and relationship with potential prospects and avoid losing opportunities.

5.  Perform comprehensive data audits

One of the biggest parts of marketing automation migration is managing diverse data points. Data produces intelligence that are crucial in every marketing activity and strategy from email communications, customer and prospect engagement, report generation, dashboard, creation and managing opportunities, and other aspects of the business. That’s why it is important to get your data straight and in order before you start with migration process and during the migration.

Here we recommend evaluating data health of your organization by asking these following questions -

  • What steps or actions have you taken to keep your data clean before migration?  You do not want to bring bad data to the new platform. The format of first name should accept values such as “GYKLSWA”, “abc@hgtres.com.” and country values should be consistent such as “USA” or “US”
  • Do you need to move any field – have you mapped those fields during migration? Do you want to map similar fields during merging systems such as, “LeadSource” or “Lead Source”?
  • Do your data points require normalization?  Are your industry field values consistent within two marketing automation systems?
  • Have you considered screening and cleaning duplicate values? Can you ensure that the new data set will merge with correct data points on the new platform?
  • Are the data and records on the Salesforce assigned to the right sales reps?
  • Does your database contain correct unsubscribe and subscription data?
  • Are records in your database syncing seamlessly between the CRM and the marketing automation platform before or during migration?
  • Are all the assets including landing pages, email, forms are able to gather data consistently?

 

6. Consider performance related implications

When your company is dealing with large data points during migration, the marketing performance is likely to get affected a bit. Marketers should ponder and reconsider the impact on both the automation system and marketing efforts during the migration. Organizations deciding marketing strategies on real-time sales data, email messages, need to plan these processes being slowed down. Companies need to adopt plans and set milestones during migration process to alleviate potential performance disruption, manage massive amount of data processing, monitor and track progresses of these milestones during the weekend.

7. Deal with existing marketing intelligence

After your organization has planned to migrate all the data points to a new marketing automation platform, marketers should pay close attention to the marketing intelligence. All your historic marketing intelligence contains valuable insights including website visits, bounce rates, campaign interactions, unsubscribe, link clicks, replies, and other marketing engagement – every company phasing through migration processes needs to keep track of these historic intelligence that are contained in the CRM system. For example, your company has multiple different Google PPC campaigns running in existing system. You can bundle those in a single Google PPC campaign and treat older assets for historic tracking or you may also consider keeping multiple campaigns by backfilling membership to the members’ original engagement. Both the methods have their merits and demerits which you need to consider before you partake during the marketing automation migration.

In addition to these, marketers and companies should get prepared for a multitude of issues: delays in workflow and unwarranted workflow and performance challenges. With that in mind, prep your team well in advance with the guide, solutions, knowledge base and training that will help you curtail probable and unforeseen hiccups, data loss or performance hindrances to perform seamless marketing automation migration.

How to Resolve Issues Occurring with Marketo Fields When the Marketo Salesforce Sync Stops?

The configuration changes made to the Marketo SFDC frame will affect a number of fields during the syncing process. Previously Marketo had two packages in its Salesforce AppExchange: Marketo Lead Management (MLM) package and Marketo Sales Insight (MSI) package. This current configuration update will remove the MLM package, and the MSI package will not require MLM for installation. With the expiration of MLM package, Marketo has stopped  support for syncing those 16 fields which were under that package. Hence, users might experience a few issues occurring while updating and syncing those fields such as, incorrect data in Salesforce reports. Here is what you need to know about changes made, how to address probable issues caused by changes made, and how to add Marketo fields.

Impacts of Marketo configuration sync changes

As new fields will be formed in Salesforce, fields in Marketo will be re-synced to newly added fields. This will trigger the backfill process which will stop the syncing with previously created fields. Thus, the data update process will be suspended immediately. Thus, every data which has the reference to the older dataset and fields will stop syncing and updating. Another issue caused is the backfilled data added to new fields will replace older values in Marketo and will be the only data set available in SFDC.

Fields that will be affected in the Marketo configuration change will be the following 16 fields. Data from these Marketo fields will stop syncing to the related SFDC 16 fields on the ‘Lead Object’ and 16 on ‘Contact object’.

  1. Lead Score
  2. Acquisition Program
  3. Acquisition Program Id
  4. Acquisition Date
  5. Original Search Phrase
  6. Original Source Info
  7. Original Source Type
  8. Original Referrer
  9. Original Search Engine
  10. Inferred Company
  11. Inferred Metropolitan Area
  12. Inferred Phone Area Code
  13. Inferred State Region
  14. Inferred City
  15. Inferred Postal Code
  16. Inferred Country

Other issues and areas to be affected by Marketo and Salesforce sync changes include –

Workflows

The Workflows in Salesforce enables users to automate processes in SFDC and execute actions based on any criteria set. As the Marketo-Salesforce changes stop syncing of specific fields of data, the workflow rules which are associated with older fields will refer data those were stopped getting updated. Thus, the backfill processes will affect the workflow and make it react in another way than expected. Therefore, new data se will influence your workflow and will be seen in place of precious data value.

Apex Triggers

Apex Triggers is that which allow users to execute actions, before or after changes made to the records as well as to execute various other tasks, similar to workflows. Once the Marketo will stop syncing old value, Apex Triggers will fail to trigger any action afterwards.

Also, when the new values will be added to the fields over the existing values by backfill processes, will cause apex triggers to trigger actions based on new values and will not perform as expected.

AppExchange Apps

AppExchange app will also function erroneously once the new valued will be synced by the backfill processes and will not be able to perform, as desired based on the older values or will not perform as they had performed earlier.

Formula Fields

Similar to Marketo’s formula fields, Salesforce formula fields also use multiple fields and mix those fields to create new value for the value of formula fields. As the creation of the value of formula field depends on other fields, values of fields affected by Marketo and Salesforce sync changes might fail to return inaccurate field value.

Also, if the mapping of those affected fields gets changed and when the formula field will refer to those fields, the formula field will perform calculation based on the outdated data and will return an outdated formula field value. However, if the formula field will refer to new fields, then the field will retrieve data from those fields that are not backfilled. However, as soon as backfill processes will complete and all the data will be updated successfully, the formula fields will start performing accurately.

Reports

Salesforce reporting tool sources data from various locations. Similar to the formula fields, when reports source data from those fields affected by the Marketo changes, the reporting tool will fail to produce accurate data as well. Once the syncing process will get stopped, Salesforce reports will not be able to demonstrate updated data. As the reports will retrieve data from new fields, the reports will display two different set of data. The first set of data will appear when the backfill process is continuing and the field values are not updated. Thus, reports will not be able to show updated data. Later, as the backfill process has successfully completed updating process, the fields from which reports source data will be updated and reports will display accurate results based on the updated field values. Thus, you can avoid the issue of wrong reports and field values as all the fields will be updated with the new value by backfill process. Users will receive a confirmation notification from Marketo once the backfill process is finished stating the updating process is complete users can perform actions on updated set of data.

Do you find these tips and solutions helpful or do you need professional Marketo assistance in your Marketo and Salesforce integration projects? Just talk to our Marketo certified experts at (408) 502 6765 or connect us via Facebook, Twitter, and LinkedIn to get informed of all latest trends, updates, and tips on Marketo platforms.

Ultimate Preparation Checklist – 7 Things Not to Miss at Marketo Marketing Nation Summit 2018

Like every year, Marketo’s Marketing Nation Summit is going to make some announcements in marketing and sales innovations at its premier Marketing Nation Summit event. While you are heading for this marketing event, you must be able to extract as much insights, information, takeaway in the latest tech, tools and trends in digital marketing as possible.

That’s why we have made this ultimate checklist of things to expect and how to extract the most from Marketo’s Marketing Nation Summit 2018 to be held at Moscone Center West in San Francisco, from April 29 to May 2, 2018.

1. Heighten your Marketo expertise

Marketing Nation Summit is the ultimate place to be, to strengthen and widen your Marketo expertise – for this, make sure you attend University Day which covers various live demos, workshops, and presentations created by Marketo experts. All you need to do is to sign up for this event well in advance to give a huge boost to your Marketo proficiency.

2. Certification

Another way to boost your Marketo learning and expertise is by the Marketo Certification Exam and return as a Marketo Certified Expert – which will push you way ahead of the league of marketers in the industry.

However, before you attempt the Marketo Certified Expert exam, make sure you have acquired prior efficiency and experience in Marketo’s marketing automation platform. Apart from basic marketing automation knowledge, you need a minimum of one year of experience as a marketing automation professional, have hands-on proficiency in Marketo,as well as have a couple of years of experience in overall marketing activities and implementation in business uses.

3. Incredible Networking

Marketo’s Marketing Nation Summit presents a golden opportunity to widen your marketing network by joining more than 100 Marketo partners. Head to the Summit’s Expo Hall to connect with fellow marketing automation professionals and organizations to get diverse ideas, collaborate, with the right people as partners and clients, or find the right people for your organization. Also, do not forget to make the most of the ‘happy hours’ during fun evening events to connect with the right people, at the right place and time.

4. ENTERTAINMENT

Now that we have mentioned the ‘Happy Hour’ events, then it is also worth adding here that attending Marketo Marketing Nation Summit is not all work, but play too! While you are busy connecting with the best minds of the industry, you can come here geared up to play and party hard at this event. Every year, Marketo’s Summit invites top-notch stars and artists who heighten the entertainment with their performance. This year is no exception with appearances by Jamie Foxx, Lyndsay Vonn, and Flo Rida!

5. Make a way for the Partner Summit

Make sure you make a list of the major Marketo LaunchPoint Partners and meet each of them. Marketo Summit brings together all its partners including Marketo’s Partner Team and Marketo executives to get updates on the new and upcoming features, upgrades, their plans for the future. Also, this is not an opportunity when you can establish thought leadership of your organization or leadership team by networking with Marketo partners.

6. Stay updated of latest ‘MarTech’

The Marketing Nation Summit 2018 will unite the the brightest in marketing technology who are contributing in diverse verticals such as, advertising, mobile marketing, social media, analytics, IT, customization, email and may others. This is considered one of the best and biggest marketing events to tap the opportunities meeting hundreds of ‘Martech’ enterprises and thought leaders to take all-informed and wise decisions in building the right marketing stack of technologies that will support your marketing and sales approaches with the tools you need to drive your business, revenue growth.

7. Best Live marketing sessions and workshops of 2018

Cook the secret success sauce for your organization by joining some of the best LIVE marketing sessions of the year. Get acquainted with winning strategies on various aspects of marketing ranging from automation, personalization, account-based marketing (ABM), analytics, marketing performance, customer experience, Marketo tools and many more by attending the following sessions –

  • Automation, Personalization, and a Path to a 5X Return on Investment with Vince Warnock, Digital Marketing Manager, Cigna New Zealand Limited
  • ABM Wins: Invoca shares how they tripled engagement from target accounts with Ari Echt Director of Account Based Marketing, Invoca
  • Beyond Channels: What Else To Use To Capture The Data You Really Need (Workshop)with Emily Thornton, Jenny Robertson, Taylor Enfinger of ANNUITAS
  • Budgeting for Marketing Performance: How to Save time, Spend Wisely & Do More with Less with Matthew Heinz, Heinz Marketing Inc
  • Drive More Pipeline Faster with Sales & Marketing Coordinated Engagements with Louay Bachir, Marketo
  • Email Deliverability 101: Winning The Inbox Wars (Workshop) with Carmi-Lopez Jones and Kiersti Esparza, Marketo
  • Fearless Marketing In A GDPR World: Tips To Thrive Amidst New Regulations with Michelle Miles, Perukto
  • Maximize Your Ad ROI: Get the Most from Your Ad Spend with Marketo with Frank Passantino, Marketo
  • The Disciplined ABM Organization: What Successful Companies Do Differently with Matt Senatore, SiriusDecisions
  • Why GDPR is Good News for Marketers with Peter Bell, Marketo

Do you want to maximize your experience at the Marketo Marketing Nation Summit? We can help you with practical tips and real-life examples – speak to our Marketo experts at at (408) 502 6765. Busy planning for the event? Simply drop your queries and requirements at services@ShowMeLeads.com.

Also, make sure our eminent speakers – Madhu Gulati on LinkedIn and Twitter (@mgulati) and Prash Shenoy on LinkedIn and Twitter (@shenoyprash) to stay updated on the latest Marketo and ABM updates and winning strategies.

What is GDPR and How Will It Help Marketers Build Customers’ Trust?

Marketers commonly assume and build their campaigns based on the ‘more is better’ notion and they end up sending more emails, more invitations and event registrations to achieve greater re-targeting goals. However, engaging and winning customers’ trust takes on offering utmost personalized experiences based on their needs and respecting their preferred mode of use of their personal data. That’s why GDPR is devised – to end unethical data use practices which damage the effectiveness of the marketing campaigns.

Contrary to common belief, marketers should not consider GDPR as a hindrance, rather an opportunity to ascertain their marketing efforts will live up to customers’ expectations with ethical and personalized experience based on their preferences. With the implementation of this GDPR legislation, marketers can evaluate their present data management practices and market their products better. So, what is GDPR, actually?

What is GDPR?

May 25th, 2018 onwards, the General Data Protection Regulation, or GDPR, based on the European Union’s (EU) new data protection framework, will take effect as the most important piece of data protection legislation. It will control organizations which use European Union (EU) resident customers’ personal data for marketing and selling products and services. The legislation will also hold rights to control marketers’ practices of tracking and web browsing behavior of EU residents. Implementing GDPR will help ensure fortifying EU residents’ rights to their data privacy wherein stringent policies will improve customers’ rights on personal data, limit processing of personal data, and will enhance transparency in using their personal data.

The term ‘personal data’ in accordance with GDPR means the set of data that will relate to the specific or identifiable person. For this, the GDPR aims at reinforcing rights to personal data of EU residents in how it can be protected and utilized. GDPR is being devised based on six major principles:

  1. Transparency in how and in which the personal data needs to be utilized.
  2. The personal data must be used only in the purpose for which the data got collected and was mentioned to the customers.
  3. Reducing the procedure of collecting personal data right to the necessary steps that are required for the purpose as specified to customers.
  4. To ascertain the accuracy of the data collected.
  5. To check and avoid unauthorized collection or use of data and loss of the data by deploying necessary data security procedures.
  6. Limiting the practices of storing customers’ personal data strictly to necessary purpose.

Furthermore, a new accountability is now required to show how compliance will be implemented, managed and monitored. This will also demonstrate and protect how and why personal records get collected and used.

Now the question is – to whom will this GDPR legislation be applicable?

The GDPR legislation will be applicable to all organizations marketing products or services as well as monitoring web browsing behaviors of EU residents – whether these organizations are operating within or outside the European Union.

In a nutshell, if your business is marketing to and using personal data of Europeans, then this GDPR legislation is applicable to you. Moreover, if your business fails to comply with the legislation, then large penalties are to be borne by your organization which can be as much as 4% of your annual worldwide turnover or €20 million, whichever will be greater.

How to get consent from EU customers under GDPR?

The term ‘Consent’ under the GDPR means -

“which is freely given, whether specific, informed and unambiguous indication of the data subject’s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her”.

There will be ‘affirmative action’ to help collect customers’ consent specific to the purpose for which the data is getting collected and used before marketers will process the same data as well as respecting and protecting customers’ preferences. Also, in terms of customer preferences, which may vary at times, this also can be regulated by GDPR which will state organizations must enable their customers to make changes in their choices and even withdraw their consent, as and when they want to. All organizations will require auditing, evaluating, and identifying all existing data points wherein they are collecting personal records for marketing pursuits.

After GDPR implementation, all marketers are required to provide links or references to online privacy policy and statement in their online forms which they use for collecting data. The references will inform customers of:

  • Purposes in which the data will be intended to be processed
  • Tenure for which the records can be stored
  • Criteria that can be set in order to regulate the period
  • Legal grounds of processing personal records collected
  • Contact details of data controller and representative in EU
  • Type of recipients who will receive the data when distributed
  • Details on international transfers of data
  • Detailed information on customers’ rights to restrict the processing of their personal data
  • Customers’ rights to revoke consent to process data
  • Customers’ rights to get authority for supervision
  • If there is a contractual or statutory requirement in terms of provision of data and if customers are obligated to furnish their records.
  • Probable consequences when customers fail to provide any specific data
  • The requirement of automated decision-making, consequences of processing for the data subject and significant information about the rationale behind it.

How Marketo will help your campaigns comply with GDPR?

Marketo will help marketers comply with the General Data Protection Regulation legislation by enabling them to incorporate a ‘Consent Field’ to every form which will be intended to collect personal data of EU residents. Lead Fields which will be required to document customers’ consent include:

  • Consent to Processing
  • “Consent Last Updated”
  • “Consent Notes” (which states purposes for which the data will be processed as well as information on past records of consent given should be documented here)

Do you need in-depth information on General Data Protection Regulation and how to implement the legislation in your marketing campaigns? You can simply get in touch with us with your GDPR queries at (408) 502 6765 or via services@ShowMeLeads.com. Additionally, you can check out latest updates on our social pages Twitter, Facebook, and LinkedIn.