GDPR tasks for marketing

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1 Checklist GDPR tasks for marketing Get your marketing processes in order for GDPR Nikita Smits-Jørgensen Marketing Strategist at BusinessBrew

2 Table of Contents Introduction Step 1: Define opt-in Step 2: New contacts Step 3: Opt-in campaigns Step 4: Sales compliance Step 5: Information requests Step 6: Security breaches Step 7: External partners Step 8: Privacy page Step 9: Clean database About BusinessBrew

3 Introduction Time to get to work Great! You are ready to get to work on the marketing related tasks to ensure you are GDPR compliant by 25 May Even though GDPR is something that concerns the business in its entirety, a lot of the practical elements will land with the marketing team. In this checklist we ve outlined the tasks that you can work on now so you have ample time to work on internal processes, train relevant employees and most importantly, engage your existing contacts in time. We have broken down the steps that need to be taken in 8 elements ranging from opt-in campaigns to employee training. Even though this checklist contains tasks that the marketing team easily can (and should!) tackle sooner rather than later, do involve your legal team. GDPR is complex so you ll want all the help you can get and I can imagine you ll create a lot of goodwill with your legal counsel if you involve them early on. 3

4 Overview of GDPR related tasks: 1. Define opt-in status for all contacts 2. Compliance for new contacts 3. Create opt-in campaigns for existing contacts 4. Sales compliance 5. Prepare for information requests 6. Review external parties that work with your data 7. Privacy page 8. Clean your database It is important for you to gather a written overview of the work you ll be doing. This allows you to compile a complete overview of your processes in order to prove compliance. Remember, when you receive a request for information from an individual about their personal data, the burden of proof lies with you, not the party making the request. This information should be readily available when requested. It is important for us to note that we cannot replace your need for legal counsel in this matter. We are not equipped to give you legally binding advice and we strongly recommend you acquire sign off on all our final documentation from your legal counsel. Best, Nikita Smits-Jørgensen BusinessBrew 4

5 1 STEP ONE Define opt-in status for all contacts

6 1. Define opt-in status for all contacts Will you be allowed to maintain your contacts? The first step is to define whether or not specific opt-in has been recorded for your existing database. Document what exactly these groups have opted in to. Define who you need to contact to renew their opt-in or get specific, explicit opt-in from. Create lists of all contacts in your database segmented on whether specific opt-in has a been recorded Define what type of communication you ve received opt-in for Contacts through third parties must opt-in again Unspecific opt-in must opt-in again No opt-in, must opt-in again Opt-in recorded but no engagement for an extended period of time? You might want to record opt-in again. Documentation outlining the process Review your existing database and generate relevant lists. Document your work and start documentation outlining opt-in information and recommended next steps for each list. 6

7 2 STEP TWO Compliance for new contacts

8 2. Compliance for new contacts Streamline the process Before you launch any new (opt-in) campaigns you want to ensure that all new efforts are compliant with GPDR. You want to clean up all assets around data collection and ensure you monitor opt-in expiration. Create a dynamic list to show contacts that have opted in longer than a certain amount of months ago (about to expire) and that haven t engaged with you since. You will need to maintain opt-in from this group going forward Create workflows to notify the relevant parties of opt-in expiring with advice on actions to take Adjust your blog subscription form to include specific and explicit opt-in Adjust all forms on your website to include specific explicit opt-in Link to your updated privacy page from all your forms Offer clear ways of unsubscribing for specific types of contact (e.g. marketing collateral, sales documentation or customer ) Create documentation outlining the process We recommend you create a document outlining the steps you ll take to complete this checklist. This document will serve as documentation of your optin practices and will allow your team to work on implementation. If you haven t already, review your CRM and marketing software to confirm that you can track opt-in, engagement over time and consider whether you can offer the option to unsubscribe for specific types of . 8

9 3 STEP THREE Create opt-in campaigns for existing contacts

10 3. Opt-in campaigns Time to get creative Because you started considering GDPR early on you have plenty of time to run re-engagement campaigns for the contacts that have been identified as not having the correct opt-in recorded. Segment leads that need opt-in by interest, buyer persona and stage of the buyer journey Identify contacts that will be approached by sales and supply sales with a script to obtain and record explicit opt-in Create/gather content for campaign Create s for promotion and automation Create landing pages, forms, CTAs and workflows for the campaign Create posts for social promotion Consider retargeting ads to engage your existing audience Track engagement and add unengaged leads to a list which you can use as a suppression list It s more than likely you ve been running inbound campaigns before. This campaign will be no different. Make sure to offer good content, segmented by persona and buyer journey stage. Keep in mind that you ll likely have to reach out to unengaged contacts a number of times before you write them off. 10

11 4 STEP FOUR Sales compliance

12 4. Sales compliance Collaborate with your colleagues Compliance with GDPR doesn t stop at marketing. Since you hand over your leads to sales and your sales organisation might leverage tools such as LinkedIn and contacts acquired at events, it is important to educate your sales team on the implications and consequences of GDPR as well. Workshop on GDPR for sales and marketing How to engage with leads Which leads can they engage with Understand your opt-in process and know where to find information How to obtain and record consent when engaging with a LinkedIn or cold contact Review pre-sales/sales process and lead flows Create process for outreach/initial call and confirmation of consent if unclear Qualification and handover to sales process Handover/lead qualification process description High level workshop for non sales and marketing employees Consider whether you feel comfortable running the workshop on GDPR internally or if you should look for an external resource to support you in this. HR might want to consider consequences for blatant disregard of the rules linked to GDPR. Before your organisation can do this you ll have to ensure there is proper training and information available for all employees. The workshop will provide education for the team and leave you with assets to repeat the training with new hires. If your marketing and sales departments are already aligned and if you have a clear SLA around your leads it might not be a huge leap for sales to adhere to the rules. If your sales team uses rogue spreadsheets to manage their prospect data this step will take considerably more effort. 12

13 5 STEP FIVE Prepare for information requests

14 5. Information requests Have answers ready An important part of GDPR is the requirement to respond to a request for information without undue delay and at the latest within one month of receipt of the request. When an individual requests information you are required to provide them with an overview of what data is being recorded, where data is stored, for what purposes you ve recorded the data and how long you intend to keep it. You ll have one month to fully answer the request. Small business can attest a request if the request is unreasonable. Rather than arguing, we recommend automating the request using marketing automation software and offering personal follow up if required. This way you provide a clear answer with little effort from your side. Create a landing page for information request Create a workflow or sequence where you notify relevant internal parties of the request Automate a reply to the requester with readily available answers through your marketing automation or tool Manually review each request and answer with relevant additional information within a month Create with information for automated response Offer options to unsubscribe or manage the subscription Offer options to have data updated/ corrected or deleted Offer contact information for the requesting individual to ask questions Map responsibilities so there will be an individual available to engage within the one month period at all times It is important to collaborate with HR so you have a contingency plan for vacations and individuals changing roles. There should be a number of people you can call on. 14

15 6 STEP SIX Prepare for security breaches

16 6. Security breaches Be prepared Organisations are obliged to report breaches of security leading to the accidental or unlawful destruction, loss, alteration, unauthorised disclosure of, or access to, personal data transmitted, stored or otherwise processed to the relevant authorities. In the case of a personal data brach, organisations have to notify the appropriate supervisory authority without undue delay and, where feasible, not later than 72 hours after having become aware of it if the breach is likely to result in a risk for the rights and freedoms of individuals. Discuss the specifics around which supervisory authority has to be notified in case of a security breach Decide with senior management how external communication will be handled Prepare crisis communication (PR, blog, social media) in case of a breach Prepare for questions on social media channels, specifically in case of negative backlash Even though this task might not lie with marketing, the consequences and a possible fallout are likely to have an effect on you. You can work with your legal counsel or privacy officer to prepare crisis communication that you can use to update your contacts if needed. 16

17 7 STEP SEVEN Review external partners

18 7. Review external partners How about their compliance? All service providers who access your client data need to be compliant. If they aren t you may want to reconsider your collaboration with them. Make sure to start reviewing service providers well before May Review all partners that access your marketing data Contact all external partners and work with them to confirm that their work conforms to GDPR rules Create survey for external partners to complete Monitor their progress in compliance Ask software providers about GDPR. You need to know where they store your data (country) and ask them what you need to add to your privacy page because of their tools Share this checklist with your partners or service providers if they haven t started working on their marketing processes. 18

19 8 STEP EIGHT Privacy page

20 8. Privacy page Don t forget You need to provide a clearly written privacy page. This privacy page needs to be signed off by your legal counsel. Please note, it s important to offer a page in simple and plain language as failing to do so can be enough to receive a fine. Update privacy page, refer to GDPR and how you handle data, optin, the right to be forgotten and information requests Offer contact information in case an individual wants to make a request, we recommend linking to the landing page with an automated process as well Review your forms and make sure they link to the updated privacy page Make sure that your privacy page is easy to find in the footer or on the about us page on your website. 20

21 9 STEP NINE Clean your database & get to work!

22 9. Clean your database Follow up It might speak for itself, but before 25 May 2018, remove all data belonging to contacts that haven t engaged with you over the last 24 months or that you haven t acquired the right opt-in from. If this list is long, it will hurt. Keep in mind that these contacts aren t likely to buy from you anytime soon and you don t want to risk a fine over these contacts. Use this checklist to get to work on becoming compliant today. Remember, your marketing team isn t the only department to be affected by GDPR. But certainly, your team will feel the toughest blow to numbers if you can no longer reach out to you database. How would not being able to contact your database or new leads affect your marketing plans and revenue numbers? This is the consequence of not being GDPR compliant by 25 May That s just 9 months away (at time of publishing this guide). Get to work on the checklist today to take full advantage of the runway up to the deadline. If you need help reviewing your progress, reach out to nikita@businessbrew.io 22

23 About BusinessBrew Meet the team The BusinessBrew founders met during their tenure at inbound marketing powerhouse HubSpot where they assisted businesses of all sizes and industries as well as marketing agencies in building their lead to customer generation funnels. Nikita Smits-Jørgensen is an established expert in customer onboarding and retention strategies for SAAS. She is also a well-known karaoke master. While Evelyn Wolf has built a 15 year marketing career focussed on the digital space and inbound marketing. She can also rock sailing boats. BusinessBrew is geared to help companies make the most out of their inbound marketing in the most time and cost efficient manner. Our pan European approach means we can deliver campaigns in English, German and Dutch. 23

24 Need help? Online Course BusinessBrew offers an online GDPR for marketers course to help you understand the GDPR and work towards compliance. Register your interest

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