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Account Based Marketing (ABM) and GDPR: A Harmonious Approach
Author: Dr. Anya Sharma, PhD in Data Privacy and Marketing Analytics, with 10 years of experience advising multinational corporations on GDPR compliance and implementing effective ABM strategies.
Publisher: Privacy & Marketing Insights, a leading publisher specializing in data privacy and marketing technology. They offer expert analysis and practical guidance on navigating the evolving landscape of data regulations and marketing best practices.
Editor: David Miller, Certified Information Privacy Professional (CIPP/E), with 15 years of experience in data protection and legal compliance.
Keywords: Account Based Marketing GDPR, ABM GDPR Compliance, GDPR and ABM, Account Based Marketing and Data Privacy, GDPR Compliant ABM, ABM Strategies for GDPR, Data Privacy in ABM, Account Based Marketing Data Protection, ABM GDPR Best Practices.
Abstract: Account Based Marketing (ABM) is a highly effective B2B strategy focusing on a small number of high-value accounts. However, the stringent regulations of the General Data Protection Regulation (GDPR) require careful consideration. This article explores the intersection of ABM and GDPR, outlining various methodologies and approaches for implementing compliant and successful ABM strategies. We will delve into data minimization, consent management, and transparent data processing practices crucial for aligning ABM with GDPR principles.
1. Understanding the GDPR and its Relevance to ABM
The General Data Protection Regulation (GDPR) is a regulation in EU law on data protection and privacy in the European Union (EU) and the European Economic Area (EEA). It aims to give individuals more control over their personal data. For Account Based Marketing, this means a significant shift in how data is collected, processed, and used. The core principles of GDPR—lawfulness, fairness, and transparency—are particularly pertinent to ABM, as this strategy necessitates targeted, personalized communication relying heavily on data collection and processing. Failure to comply can result in hefty fines and damage to a company's reputation. Therefore, integrating GDPR compliance into your ABM strategy from the outset is crucial.
2. Data Minimization: The Cornerstone of GDPR-Compliant ABM
A key principle of GDPR is data minimization. This means only collecting and processing the personal data absolutely necessary for the specific, legitimate purposes outlined. In the context of account-based marketing GDPR compliance mandates that companies carefully assess the data points they are collecting about target accounts. Avoid unnecessary data collection—focus on essential information directly relevant to the engagement strategy. This might include contact details of key decision-makers within target accounts, their professional roles, and their company’s industry and size.
3. Legitimate Interests and Consent: Navigating the ABM Landscape
GDPR allows for processing personal data based on legitimate interests, provided these interests are balanced against the individual's rights and freedoms. For ABM, legitimate interest could be argued if the processing is necessary for direct marketing purposes related to the individuals' professional roles. However, this needs to be carefully assessed and documented, demonstrating why it is necessary and proportionate. Explicit consent remains the gold standard; however, gaining it for each interaction within a complex ABM campaign might be impractical. Hence, a clearly articulated privacy policy, transparent communication about data usage, and readily available opt-out mechanisms are vital.
4. Account Based Marketing GDPR: Transparent Data Processing
Transparency is another cornerstone of GDPR compliance. Individuals have the right to know what data is being collected about them, why it is being collected, and how it is being used. In an ABM context, this means having a clear and easily accessible privacy policy that specifically addresses how data is used within the ABM strategy. It's essential to provide individuals with control over their data, allowing them to access, rectify, erase, or restrict processing of their information as per their rights under GDPR.
5. Account Based Marketing GDPR: Data Security and Breach Notification
Robust security measures are essential for GDPR compliance. This means implementing appropriate technical and organizational measures to protect personal data from unauthorized access, loss, or alteration. This includes encryption, access controls, and regular security audits. In the event of a data breach, companies have an obligation to notify the supervisory authority and potentially affected individuals within 72 hours. Having a well-defined incident response plan is crucial for efficient breach management.
6. Implementing GDPR-Compliant ABM Strategies
Several ABM strategies can be implemented while remaining GDPR compliant:
Targeted Content Marketing: Create valuable content tailored to the needs and interests of specific target accounts, but ensure data collection is minimal and consent-based.
Personalized Email Marketing: Use ABM to personalize email campaigns, but always respect individuals' rights to unsubscribe and manage their preferences.
Account-Based Advertising: Utilize targeted advertising to reach key decision-makers within target accounts but ensure transparency and adherence to data minimization principles.
Strategic Partnerships: Collaborate with carefully vetted partners who also adhere to GDPR standards, ensuring data is shared responsibly and securely.
7. Account Based Marketing GDPR: Leveraging Technology for Compliance
Technology can significantly aid in GDPR compliance within ABM:
Consent Management Platforms: These platforms help manage and track consent across multiple channels, ensuring compliance with consent requirements.
Data Management Platforms (DMPs): These platforms assist in organizing and managing customer data, enabling better segmentation and targeting while ensuring data quality and security.
Customer Relationship Management (CRM) Systems: Integrate GDPR-compliant CRM systems with your ABM strategy to maintain accurate and up-to-date customer information, enabling better data management and facilitating compliance efforts.
8. Monitoring and Auditing for Ongoing Compliance
GDPR compliance isn't a one-time activity. Regular monitoring and auditing are essential to ensure your ABM strategy remains compliant. This includes reviewing data processing activities, assessing the effectiveness of security measures, and ensuring that data subjects’ rights are being respected. Independent audits can provide assurance of ongoing compliance.
Conclusion
Successfully implementing account based marketing GDPR necessitates a proactive and holistic approach. It's not merely about ticking boxes but about embedding data protection principles at the core of your ABM strategy. By embracing data minimization, prioritizing consent, ensuring transparency, and implementing robust security measures, companies can leverage the power of ABM while upholding the highest standards of data privacy. This approach fosters trust with customers, protects the company from legal risks, and ultimately contributes to a more sustainable and ethical marketing practice.
FAQs
1. What are the biggest GDPR risks associated with ABM? The biggest risks include illegal data collection, failure to obtain valid consent, insufficient data security leading to breaches, and lack of transparency in data processing.
2. Can I use purchased data lists for ABM under GDPR? Generally, no. Purchased data lists often lack the necessary consent, making their use a violation of GDPR.
3. How can I ensure my ABM content is GDPR compliant? Ensure content doesn't inadvertently collect personal data without consent. Use anonymized data or aggregate data where possible.
4. What are the penalties for non-compliance with GDPR in ABM? Penalties can be substantial, reaching up to €20 million or 4% of annual global turnover, whichever is higher.
5. How often should I audit my ABM processes for GDPR compliance? Regular audits, ideally annually, are recommended to ensure ongoing compliance.
6. What is the role of data protection officers (DPOs) in ABM GDPR compliance? DPOs play a crucial role in advising on GDPR compliance, overseeing data processing activities, and ensuring compliance with data subject requests.
7. How can I demonstrate accountability for GDPR compliance in my ABM program? Maintain comprehensive records of data processing activities, consent obtained, and security measures implemented.
8. Can I use cookies for ABM under GDPR? Yes, but only with valid consent obtained through a cookie banner that complies with GDPR guidelines.
9. What is the difference between legitimate interest and consent in the context of ABM and GDPR? Legitimate interest is a legal basis for processing data, but it needs to be carefully balanced against individual rights. Consent is the gold standard but requires explicit agreement from the data subject.
Related Articles:
1. "Account Based Marketing and Data Privacy: A Practical Guide": This article provides a step-by-step guide to implementing GDPR-compliant ABM strategies.
2. "GDPR Compliance for B2B Marketing: Best Practices and Pitfalls": This piece examines the challenges and best practices of GDPR compliance specifically within B2B marketing contexts, including ABM.
3. "The Role of Technology in Ensuring GDPR Compliance in ABM": This article explores the role of various technologies in helping organizations achieve and maintain GDPR compliance within their ABM programs.
4. "Building a GDPR-Compliant ABM Program from the Ground Up": This article provides a comprehensive overview of building an ABM program with GDPR compliance embedded from the initial stages.
5. "Measuring the ROI of GDPR-Compliant ABM": This discusses methods for measuring the success of your ABM efforts while staying within GDPR compliance.
6. "Case Studies: GDPR-Compliant ABM Success Stories": This article presents real-world examples of companies successfully implementing GDPR-compliant ABM strategies.
7. "Addressing Data Subject Rights in the Context of Account-Based Marketing": This explores the practical implications of data subject rights, like the right to be forgotten, within the framework of ABM.
8. "International Data Transfers and ABM: Navigating GDPR Challenges": This focuses on the complexities of transferring personal data internationally while adhering to GDPR.
9. "The Future of ABM and GDPR: Emerging Trends and Challenges": This explores future trends in ABM and how evolving GDPR interpretations might impact the industry.
| account based marketing gdpr: Account-Based Marketing Chris Golec, Peter Isaacson, Jessica Fewless, 2019-03-19 Account-Based Marketing is changing the discipline of marketing—Why? Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts. Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish. Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs Integrate your sales and marketing processes into an efficient, cohesive workflow Locate and attract the ideal clients for your business to increase revenue and open up new opportunities From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you’ll find it all in this authoritative guide. |
| account based marketing gdpr: Account-Based Marketing For Dummies Sangram Vajre, 2016-04-25 Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it's important, and how to do it. Any business marketing professional will benefit from a look at this book. —David Raab, Founder at Raab Associates If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too. —Megan Heuer, Vice President and Group Director, SiriusDecisions Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how. —Joe Chernov, VP of Marketing at InsightSquared Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how. —Scott Brinker, Author of Hacking Marketing Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results. —Sean Zinsmeister, Senior Director of Product Marketing, Infer The book may be titled '...for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike. —Scott Vaughan, CMO, Integrate |
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| account based marketing gdpr: The Customer Catalyst Chris Adlard, Daniel Bausor, 2019-12-16 How organisations can drive growth in the Customer Economy The Digital Revolution has changed the business landscape in remarkable ways and will continue to do so. Organisations across industries and around the world are being disrupted and digitised at increasing pace – putting far more power in the hands of both customers and end-consumers. The traditional inside-out, functionally-siloed business model, typical of the product and sales-led growth era is over. The Customer Catalyst shows how organisations can put customers truly at the heart of their business and catalyse genuine, sustainable growth. Future business models are no longer about functions – they are beginning to revolve around customers. Customer-led companies will, over time, unpack their static functional activities and transform their structure. Customer advocates already wield massive influence in a customer’s buying process, and this is only set to increase. This is already changing the role and nature of business functions and Sales is no longer seen as the only source of growth. The Customer Economy is placing greater demands on businesses and offers greater rewards to the businesses that meet and exceed customer expectations. This invaluable book will enable readers to: Lead their organisations to more profitable and sustainable growth Transform their organisations to become truly customer-centric with the C-change growth engine Explore in-depth stories from leaders of companies such as Zoom, Signify, Starling Bank, Ritz Carlton, Microsoft and Finastra with frank advice and practical steps to achieve success Help their companies adapt to, and profit from, the new realities of the Customer Economy Gain important insights from business leaders on best practice in key customer-centric growth areas The Customer Catalyst shows businesses how to survive the transition to the Customer Economy, transform to align around today’s dynamic customer needs, and ultimately, drive sustainable business growth. |
| account based marketing gdpr: B2B Marketing Toni J. Young, 2024-01-10 Welcome to a journey through the dynamic and ever-evolving world of B2B marketing. In this book, you delve deep into the strategies, tools, and insights that are reshaping how businesses connect, engage, and grow in the digital age. Whether you're a seasoned marketer, a business leader, or someone stepping into the vast universe of B2B marketing, this book is your compass to navigate the complex terrain of modern marketing practices. |
| account based marketing gdpr: GDPR: Personal Data Protection in the European Union Mariusz Krzysztofek, 2021-04-07 GDPR: Personal Data Protection in the European Union Mariusz Krzysztofek Personal data protection has become one of the central issues in any understanding of the current world system. In this connection, the European Union (EU) has created the most sophisticated regime currently in force with the General Data Protection Regulation (GDPR) (EU) 2016/679. Following the GDPR’s recent reform – the most extensive since the first EU laws in this area were adopted and implemented into the legal orders of the Member States – this book offers a comprehensive discussion of all principles of personal data processing, obligations of data controllers, and rights of data subjects, providing a thorough, up-to-date account of the legal and practical aspects of personal data protection in the EU. Coverage includes the recent Court of Justice of the European Union (CJEU) judgment on data transfers and new or updated data protection authorities’ guidelines in the EU Member States. Among the broad spectrum of aspects of the subject covered are the following: – right to privacy judgments of the CJEU and the European Court of Human Rights; – scope of the GDPR and its key definitions, key principles of personal data processing; – legal bases for the processing of personal data; – direct and digital marketing, cookies, and online behavioural advertising; – processing of personal data of employees; – sensitive data and criminal records; – information obligation & privacy notices; – data subjects rights; – data controller, joint controllers, and processors; – data protection by design and by default, data security measures, risk-based approach, records of personal data processing activities, notification of a personal data breach to the supervisory authority and communication to the data subject, data protection impact assessment, codes of conduct and certification; – Data Protection Officer; – transfers of personal data to non-EU/EEA countries; and – privacy in the Internet and surveillance age. Because the global scale and evolution of information technologies have changed the data processing environment and brought new challenges, and because many non-EU jurisdictions have adopted equivalent regimes or largely analogous regulations, the book will be of great usefulness worldwide. Multinational corporations and their customers and contractors will benefit enormously from consulting and using this book, especially in conducting case law, guidelines and best practices formulated by European data protection authorities. For lawyers and academics researching or advising clients on this area, this book provides an indispensable source of practical guidance and information for many years to come. |
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| account based marketing gdpr: Predictive Intelligence for Data-Driven Managers Uwe Seebacher, 2021-03-26 This book describes how companies can easily and pragmatically set up and realize the path to a data-driven enterprise, especially in the marketing practice, without external support and additional investments. Using a predictive intelligence (PI) ecosystem, the book first introduces and explains the most important concepts and terminology. The PI maturity model then describes the phases in which you can build a PI ecosystem in your company. The book also demonstrates a PI self-test which helps managers identify the initial steps. In addition, a blueprint for a PI tech stack is defined for the first time, showing how IT can best support the topic. Finally, the PI competency model summarizes all elements into an action model for the company. The entire book is underpinned with practical examples, and case studies show how predictive intelligence, in the spirit of data-driven management, can be used profitably in the short, medium, and long terms. |
| account based marketing gdpr: Digital Marketing Excellence Dave Chaffey, PR Smith, 2022-07-22 Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises. |
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| account based marketing gdpr: The GDPR Challenge Amie Taal, 2021-11-17 Consent is necessary for collecting, processing and transferring Personal Identifiable Information (PII) and sensitive personal data. But to what extent? What are the limitations and restricts to avoid penalties under The General Data Protection Regulation 2018 (GDPR) rules, which may be up to 4% of annual global turnover or €20 million (whichever is higher), enforcements and sanctions? Under GDPR Article 51, each EU Member State shall maintain an independent public authority to be responsible for monitoring the application of this regulation to protect the fundamental rights of data subjects (Supervisory Authority). The Supervisory Authority has powers to issue warnings, conduct audits, recommend remediation, order erasure of data and suspend data transfers to a third country. GDPR has changed the way data is used, accessed and stored. It's reach extends well beyond the European Union and is the basis of other data privacy laws around the world. This book provides a review and guidance on implementing and compliance of GDPR while taking advantage of technology innovations and supported by real-life examples. The book shows the wide scope of applications to protect data privacy while taking advantage of processes and techniques in various fields such as eDiscovery, Cyber Insurance, Virtual-based Intelligence, Information Security, Cyber Security, Information Governance, Blockchain and Biometric technologies and techniques. |
| account based marketing gdpr: How to Market Books Alison Baverstock, 2015-02-11 'Baverstock is to book marketing what Gray is to anatomy; the undisputed champion.' Richard Charkin, Executive Director of Bloomsbury Publishing and President Elect of the International Publishers Association Over four editions, Alison Baverstock’s How to Market Books has established itself as the industry standard text on marketing for the publishing industry, and the go-to reference guide for professionals and students alike. With the publishing world changing like never before, and the marketing and selling of content venturing into uncharted technological territory, this much needed new edition seeks to highlight the role of the marketer in this rapidly changing landscape. The new edition is thoroughly updated and offers a radical reworking and reorganisation of the previous edition, suffusing the book with references to online/digital marketing. The book maintains the accessible and supportive style of previous editions but also now offers: a number of new case studies detailed coverage of individual market segments checklists and summaries of key points several new chapters a foreword by Michael J Baker, Professor Emeritus of Marketing, Strathclyde University. |
| account based marketing gdpr: A Practitioner's Guide to Account-based Marketing Bev Burgess, Dave Munn, 2021-06-29 Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts. |
| account based marketing gdpr: The EU General Data Protection Regulation (GDPR) Paul Voigt, Axel von dem Bussche, 2017-08-07 This book provides expert advice on the practical implementation of the European Union’s General Data Protection Regulation (GDPR) and systematically analyses its various provisions. Examples, tables, a checklist etc. showcase the practical consequences of the new legislation. The handbook examines the GDPR’s scope of application, the organizational and material requirements for data protection, the rights of data subjects, the role of the Supervisory Authorities, enforcement and fines under the GDPR, and national particularities. In addition, it supplies a brief outlook on the legal consequences for seminal data processing areas, such as Cloud Computing, Big Data and the Internet of Things.Adopted in 2016, the General Data Protection Regulation will come into force in May 2018. It provides for numerous new and intensified data protection obligations, as well as a significant increase in fines (up to 20 million euros). As a result, not only companies located within the European Union will have to change their approach to data security; due to the GDPR’s broad, transnational scope of application, it will affect numerous companies worldwide. |
| account based marketing gdpr: Antitrust in Data Driven Markets & Legal Framework for Influencers, Native Advertising and Control over the Use of AI in Marketing Bruce Kilpatrick, Pierre Kobel, Pranvera Këllezi, 2022-12-07 This book gathers contributions from a broad range of jurisdictions, written by practitioners and academics alike, and offers an unparalleled comparative view of key issues in competition law, intellectual property and unfair competition law, with a specific focus on the use of personal data. The first part focuses on the role of competition law in shaping the digital economy. It discusses the use of personal data, the market power of platforms, the assessment of free services, and more broadly the responsibility of dominant companies in the smooth functioning of the digital economy. In turn, the second part sheds light on how the conduct of influencers, native advertising and the use of AI for marketing purposes can be controlled by the law, focusing on the use of personal data and the impact of behavioral advertising on consumers. In this regard, the book brings together the current legal responses across a number of European and other countries, all summarized and elaborated on in the form of two international reports. The LIDC is a long-standing international association that focuses on the interface between competition law and intellectual property law, including unfair competition issues. |
| account based marketing gdpr: Insurance Distribution Directive Pierpaolo Marano, Kyriaki Noussia, 2021 This open access volume of the AIDA Europe Research Series on Insurance Law and Regulation offers the first comprehensive legal and regulatory analysis of the Insurance Distribution Directive (IDD). The IDD came into force on 1 October 2018 and regulates the distribution of insurance products in the EU. The book examines the main changes accompanying the IDD and analyses its impact on insurance distributors, i.e., insurance intermediaries and insurance undertakings, as well as the market. Drawing on interrelations between the rules of the Directive and other fields that are relevant to the distribution of insurance products, it explores various topics related to the interpretation of the IDD - e.g. the harmonization achieved under it; its role as a benchmark for national legislators; and its interplay with other regulations and sciences - while also providing an empirical analysis of the standardised pre-contractual information document. Accordingly, the book offers a wealth of valuable insights for academics, regulators, practitioners and students who are interested in issues concerning insurance distribution.-- |
| account based marketing gdpr: Social Selling Timothy Hughes, 2022-11-03 Understand how to reach and engage with the modern buyer using this bestseller. Social Selling outlines how to implement a social selling strategy and drive revenue, competitive advantage and market share through social networks. Social Selling is a practical, step-by-step blueprint on how to create digital communities and build and turn relationships into sales online. Featuring checklists, tips and examples providing practical guidance, it covers important subjects such as how to network purposely and build social media trust in a mistrustful time and how to develop real influence and authority in your subject area. Now newly revised, the second edition of Social Selling captures the latest changes and developments in the industry. It will be accompanied by a new introductory chapter, two new chapters on defining digital businesses and the future of sales and marketing, alongside new case studies by leading industry experts. Written by a thought-leader and renowned practitioner in social selling, Timothy Hughes, this book is essential reading for sales professionals, digital sales directors and social media executives who want to embrace the power of social selling in their organization. |
| account based marketing gdpr: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| account based marketing gdpr: Fundamentals of Clinical Data Science Pieter Kubben, Michel Dumontier, Andre Dekker, 2018-12-21 This open access book comprehensively covers the fundamentals of clinical data science, focusing on data collection, modelling and clinical applications. Topics covered in the first section on data collection include: data sources, data at scale (big data), data stewardship (FAIR data) and related privacy concerns. Aspects of predictive modelling using techniques such as classification, regression or clustering, and prediction model validation will be covered in the second section. The third section covers aspects of (mobile) clinical decision support systems, operational excellence and value-based healthcare. Fundamentals of Clinical Data Science is an essential resource for healthcare professionals and IT consultants intending to develop and refine their skills in personalized medicine, using solutions based on large datasets from electronic health records or telemonitoring programmes. The book’s promise is “no math, no code”and will explain the topics in a style that is optimized for a healthcare audience. |
| account based marketing gdpr: Predictable Prospecting: How to Radically Increase Your B2B Sales Pipeline Marylou Tyler, Jeremey Donovan, 2016-08-19 The proven system for rapid B2B sales growth from the coauthor of Predictable Revenue, the breakout bestseller hailed as a “sales bible” (Inc.) If your organization’s success is driven by B2B sales, you need to be an expert prospector to successfully target, qualify, and close business opportunities. This game-changing guide provides the immediately implementable strategies you need to build a solid, sustainable pipeline—whether you’re a sales or marketing executive, team leader, or sales representative. Based on the acclaimed business model that made Predictable Revenue a runaway bestseller, this powerful approach to B2B prospecting will help you to: • Identify the prospects with the greatest potential • Clearly articulate your company’s competitive position • Implement account-based sales development using ideal account profiles • Refine your lead targeting strategy with an ideal prospect profile • Start a conversation with people you don’t know • Land meetings through targeted campaigns • Craft personalized e-mail and phone messaging to address each potential buyer’s awareness, needs, and challenges. • Define, manage, and optimize sales development performance metrics • Generate predictable revenue You’ll learn how to target and track ideal prospects, optimize contact acquisition, continually improve performance, and achieve your revenue goals—quickly, efficiently, and predictably. The book includes easy-to-use charts and e-mail templates, and features full online access to sample materials, worksheets, and blueprints to add to your prospecting tool kit. Following this proven step-by-step framework, you can turn any B2B organization into a high-performance business development engine, diversify marketing lead generation channels, justify marketing ROI, sell into disruptive markets—and generate more revenue than ever. That’s the power of Predictable Prospecting. |
| account based marketing gdpr: Guide to the GDPR Maciej Gawronski, 2019-07-17 To execute and guarantee the right to privacy and data protection within the European Union (EU), the EU found it necessary to establish a stable, consistent framework for personal data protection and to enforce it in a decisive manner. This book, the most comprehensive guide available to the General Data Protection Regulation (GDPR), is the first English edition, updated and expanded, of a bestselling book published in Poland in 2018 by a renowned technology lawyer, expert to the European Commission on cloud computing and to the Article 29 Working Party (now: the European Data Protection Board) on data transfers who in fact contributed ideas to the GDPR. The implications of major innovations of the new system – including the obligation of businesses to consult the GDPR first rather than relevant Member State legislation and the extension of the GDPR to companies located outside of the European Economic Area – are fully analysed for the benefit of lawyers and companies worldwide. Among the specific issues and topics covered are the following: insight into the tricky nature of the GDPR; rules relating to free movement of personal data; legal remedies, liability, administrative sanctions; how to prove compliance with GDPR; direct liability of subcontractors (sub-processors); managing incidents and reporting data breaches; information on when and under what conditions the GDPR rules may apply to non-EU parties; backups and encryption; how to assess risk and adjust security accordingly and document the process; guidelines of the European Data Protection Board; and the GDPR’s digest for obligated parties in a form of a draft data protection policy. The Guide often breaks down GDPR articles into checklists of specific requirements. Of special value are the numerous ready-to-adapt template compliance documents presented in Part II. Because the GDPR contains a set of new obligations and a perspective of severe administrative fines for non-compliance, this guide is an indispensable practical resource for corporate data protection officers, in-house counsel, lawyers in data protection practice, and e-commerce start-ups worldwide. |
| account based marketing gdpr: GDPR For Dummies Suzanne Dibble, 2019-12-24 Don’t be afraid of the GDPR wolf! How can your business easily comply with the new data protection and privacy laws and avoid fines of up to $27M? GDPR For Dummies sets out in simple steps how small business owners can comply with the complex General Data Protection Regulations (GDPR). These regulations apply to all businesses established in the EU and to businesses established outside of the EU insofar as they process personal data about people within the EU. Inside, you’ll discover how GDPR applies to your business in the context of marketing, employment, providing your services, and using service providers. Learn how to avoid fines, regulatory investigations, customer complaints, and brand damage, while gaining a competitive advantage and increasing customer loyalty by putting privacy at the heart of your business. Find out what constitutes personal data and special category data Gain consent for online and offline marketing Put your Privacy Policy in place Report a data breach before being fined 79% of U.S. businesses haven’t figured out how they’ll report breaches in a timely fashion, provide customers the right to be forgotten, conduct privacy impact assessments, and more. If you are one of those businesses that hasn't put a plan in place, then GDPR For Dummies is for you. |
| account based marketing gdpr: GDPR Mark Foulsham, Brian Hitchen, Andrew Denley, 2019-01-10 Following the implementation of the new General Data Protect Regulation on 25 May 2018, organizations should now be fully compliant with their national interpretation of this far-reaching data protection standard. The reality is that most are not; whether through their inappropriate use of online cookies or ineffective physical data security, businesses continue to struggle with the increasing pressure from regulators to apply the Regulation. Non-compliance is widely due to misinterpretation, lack of real-world thinking, and challenges in balancing costs against business practicalities. This book provides insight into how to achieve effective compliance in a realistic, no-nonsense and efficient way. The authors have over 100 years’ collective international experience in security, compliance and business disciplines and know what it takes to keep companies secure and in-line with regulators’ demands. Whether your organization needs to swiftly adopt GDPR standards or apply them in “Business as Usual” this book provides a wide range of recommendations and explicit examples. With the likelihood of high-profile penalties causing major reputational damage, this book explains how to reduce risk, run a remedial project, and take immediate steps towards mitigating gaps. Written in plain English, it provides an invaluable international reference for effective GDPR adoption. |
| account based marketing gdpr: Research Anthology on Privatizing and Securing Data Management Association, Information Resources, 2021-04-23 With the immense amount of data that is now available online, security concerns have been an issue from the start, and have grown as new technologies are increasingly integrated in data collection, storage, and transmission. Online cyber threats, cyber terrorism, hacking, and other cybercrimes have begun to take advantage of this information that can be easily accessed if not properly handled. New privacy and security measures have been developed to address this cause for concern and have become an essential area of research within the past few years and into the foreseeable future. The ways in which data is secured and privatized should be discussed in terms of the technologies being used, the methods and models for security that have been developed, and the ways in which risks can be detected, analyzed, and mitigated. The Research Anthology on Privatizing and Securing Data reveals the latest tools and technologies for privatizing and securing data across different technologies and industries. It takes a deeper dive into both risk detection and mitigation, including an analysis of cybercrimes and cyber threats, along with a sharper focus on the technologies and methods being actively implemented and utilized to secure data online. Highlighted topics include information governance and privacy, cybersecurity, data protection, challenges in big data, security threats, and more. This book is essential for data analysts, cybersecurity professionals, data scientists, security analysts, IT specialists, practitioners, researchers, academicians, and students interested in the latest trends and technologies for privatizing and securing data. |
| account based marketing gdpr: Marketing Metrics Neil Bendle, Paul W. Farris, Phillip Pfeifer, David Reibstein, 2020-08-23 Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more Apply web, online, social, and mobile metrics more effectively Build models to optimize planning and decision-making Attribute purchase decisions when multiple channels interact Understand the links between search and distribution, and use new online distribution metrics Evaluate marketing's impact on a publicly traded firm's financial objectives Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task—and capture data that's valid, reliable, and actionable. |
| account based marketing gdpr: Mastering Marketing Data Science Iain Brown, 2024-04-29 Unlock the Power of Data: Transform Your Marketing Strategies with Data Science In the digital age, understanding the symbiosis between marketing and data science is not just an advantage; it's a necessity. In Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers, Dr. Iain Brown, a leading expert in data science and marketing analytics, offers a comprehensive journey through the cutting-edge methodologies and applications that are defining the future of marketing. This book bridges the gap between theoretical data science concepts and their practical applications in marketing, providing readers with the tools and insights needed to elevate their strategies in a data-driven world. Whether you're a master's student, a marketing professional, or a data scientist keen on applying your skills in a marketing context, this guide will empower you with a deep understanding of marketing data science principles and the competence to apply these principles effectively. Comprehensive Coverage: From data collection to predictive analytics, NLP, and beyond, explore every facet of marketing data science. Practical Applications: Engage with real-world examples, hands-on exercises in both Python & SAS, and actionable insights to apply in your marketing campaigns. Expert Guidance: Benefit from Dr. Iain Brown's decade of experience as he shares cutting-edge techniques and ethical considerations in marketing data science. Future-Ready Skills: Learn about the latest advancements, including generative AI, to stay ahead in the rapidly evolving marketing landscape. Accessible Learning: Tailored for both beginners and seasoned professionals, this book ensures a smooth learning curve with a clear, engaging narrative. Mastering Marketing Data Science is designed as a comprehensive how-to guide, weaving together theory and practice to offer a dynamic, workbook-style learning experience. Dr. Brown's voice and expertise guide you through the complexities of marketing data science, making sophisticated concepts accessible and actionable. |
| account based marketing gdpr: Creating Value with Data Analytics in Marketing Peter C. Verhoef, Edwin Kooge, Natasha Walk, Jaap E. Wieringa, 2021-11-07 This book is a refreshingly practical yet theoretically sound roadmap to leveraging data analytics and data science. The vast amount of data generated about us and our world is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organizations to leverage the information to create value in marketing. Creating Value with Data Analytics in Marketing provides a nuanced view of big data developments and data science, arguing that big data is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. The second edition of this bestselling text has been fully updated in line with developments in the field and includes a selection of new, international cases and examples, exercises, techniques and methodologies. Tying data and analytics to specific goals and processes for implementation makes this essential reading for advanced undergraduate and postgraduate students and specialists of data analytics, marketing research, marketing management and customer relationship management. Online resources include chapter-by-chapter lecture slides and data sets and corresponding R code for selected chapters. |
| account based marketing gdpr: Permission Marketing Seth Godin, 1999-07-14 The man Business Week calls the ultimate entrepreneur for the Information Age explains Permission Marketing—the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity—time—Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness—and greatly improve the chances of making a sale. |
| account based marketing gdpr: No Forms. No Spam. No Cold Calls. Latané Conant, 2022-09-22 Unlock the full potential of modern marketing and sales In the newly revised and updated edition of No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing, celebrated speaker, writer, and Chief Market Officer of 6sense, Latané Conant, delivers an eye-opening and engaging guide for salespeople and marketers to use technology to identify prospects and put them at the center of everything they do. You’ll learn how to prioritize which accounts to work, engage the entire buying team, uncover hidden intent signals, and measure real success. You’ll also discover: Strategies for building a tech-stack that prioritizes your customers Ways for chief marketing officers to stop playing defense and go on offense Insights for the modern sales leader, including how to sellers up to win, design successful territories, and hire and retain top sellers How the modern era of marketing and sales is different from what it used to be and how to capitalize on your new capabilities A can’t-miss handbook for marketers, salespeople, and team leads, No Forms. No Spam. No Cold Calls. is an original and thought-provoking journey through the techniques and strategies made possible by modern revenue technologies. |
| account based marketing gdpr: Programmatic Advertising Oliver Busch, 2015-11-26 This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds. |
| account based marketing gdpr: Contemporary Issues in Digital Marketing Outi Niininen, 2021-11-29 This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation. |
| account based marketing gdpr: PizzaExpress From Italy With Love PizzaExpress, 2021-09-16 Over 100 delicious, Italian inspired PizzaExpress recipe favourites that bring the UK's most popular restaurant brand straight to your home. We all have special memories that took place at PizzaExpress. Whether a children's birthday party, a formative first date or just a hankering for dough balls, PizzaExpress has always been there for us. Now the magic and versatility of the popular restaurants can be recreated at home with PizzaExpress: From Italy with Love. Featuring exclusive recipes for perennial favourites including dough balls, Margherita and Sloppy Giuseppe as well as spicy, seafood, vegan and veggie pizzas, PizzaExpress: From Italy with Love caters to every mood and palette. Alongside 68 pizza recipes, many of which are ready in minutes, there are sumptuous salads, decadent desserts, and delicious dressings and sauces that create a meal for every occasion. You'll also learn how to impress by making artisan pizza base doughs such as Leggera and Calabrese, and there's even a special gluten free option that will have everyone fooled! PizzaExpress: From Italy with Love is all you need to transport yourself to Italy and enjoy lovingly handcrafted pizza from the comfort of your home. |
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