The document discusses how GDPR impacts marketing and provides opportunities for marketers. Specifically: 1) GDPR requires explicit consent from customers to contact them and manage their data permission. It also gives customers the right to access and delete their personal data. 2) This shifts the focus of marketing away from mass data collection and towards building trusted relationships through content marketing, social selling, lead scoring, and targeted communication based on customers' interests over time. 3) Complying with GDPR helps marketers improve marketing strategies like lead nurturing and trigger-based email campaigns that can increase revenues and profits.

1. GDPR : The golden
opportunity for marketers

2. Alin Dobra
www.bunnyshell.com
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- CEO and Founder at Bunnyshell - Cloud management platform
- CIO and Managing Partner at Omniconvert - AB testing & Personalisation Platform
- CTO and Managing Partner at Innobyte - Custom Web Development

3. Agenda
- What is GDPR
- How does GDPR impact marketing
- The cost of failing to comply
- The best tool for the job
- Why GDPR is the golden opportunity for marketers
- From saas to on your infrastructure

4. What is GDPR ?
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The General Data Protection Regulation (GDPR) is a new digital privacy regulation
being introduced on the 25th May, 2018.
Put simply, this means companies will now be required to build in privacy settings
into their digital products and websites – and have them switched on by default.

5. How does GDPR impact marketing ?
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There are only 3 key areas that marketers need to worry about –
data permission, data access and data focus.
Data permission : how you manage email opt-ins;
Data access : As a marketer, it will be your responsibility to make
sure that your users can easily access their data and remove
consent for its use.
Data focus : You need to focus on the data you need, and stop
asking for the “nice to haves”.

6. Data permissions
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Data permission is about how you manage email opt-ins.
You can’t assume that they want to be contacted.
In practice, this means that leads, customers, partners, etc.
need to physically confirm that they want to be contacted.
You need to make sure you’ve actively sought (and not
assumed) permission from your prospects and customers,
confirming they want to be contacted.

7. Data access
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The right to be forgotten - Google, were forced to remove pages from its search engine results in
order to comply
Practically speaking, this can be as straightforward as including an unsubscribe link within your
email marketing template and linking to a user profile that allows users to manage their email
preferences (as shown in the example below from Twitter).

8. Data focus
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Ask yourself, do I really need to know someone’s favorite movie before they can subscribe to our
newsletter?
Probably not.
With this in mind, GDPR requires you to legally justify the processing of the personal data you
collect.
What this means is that you need to focus on the data you need, and stop asking for the “nice to
haves”.

9. The cost of failing to comply
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Failing to comply could lead to fines of up to €20 million or 4% of your global turnover!
Flybe fined £70,000
In August 2016, Flybe sent an email to 3.3 million people in their database with the subject line “Are your
details correct?”
Honda Motor Europe fined £13,000
In a separate incident, Honda Motor Europe sent an email to 289,790 subscribers between May and August
2016 asking their database “would you like to hear from Honda?”.

10. “The best tool for the job”
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Analytics & Tracking :
● google analytics
● google tag manager
● kissmetrics
● crazy egg
● heap analytics
● woopra
● hotjar
● inspectlet
● segment
● mixpanel
● clearbit
Lead Scoring :
● Madkudu
● Mautic
● hubspot
User Communication :
● intercom
● drift
● freshwork
Remarketing :
● facebook pixel
Marketing Automation:
● marketo
● salesmanago
● mautic
● hubspot
Email Marketing :
● mailchimp
● Getresponse
● emarsys
Optimization, Personalization & Testing :
● omniconvert
● google optimeze
● optimezly
● vwo
● maxymizer
DMP Tools :
● bluekai
● cluckagy
CRM :
● pipedrive
● hubspot
● etc
Reports :
● databox
● datadeck

11. Why GDPR is the golder opportunity for marketers
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- No more lead gen tools or buy emails lists
- No more cold emails/ cold calling
- Lead Scoring and Lead Nurturing
- Triggered email campaigns (Forrester research has found that
trigger-based email marketing campaigns can generate 4x more
revenue and 18x greater profits!)
- Content Marketing
- SEO
- Push Notifications (unlike email marketing campaigns, push notifications do not process
personal data (IP addresses are anonymized) and users are required to give explicit consent in order
to opt-in and receive notifications.)
- Social selling techniques
- The time for using Google docs or Excel spreadsheets to store
customer data is over - use a CRM

12. Lead scoring & nurturing
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MQL -> SQL -> WON
Lead nurturing essentially helps your buyer get to
know your business.
Think of it as the dating period where two people get
to know each other before getting married.
It also enables you to educate, inform and build trust
with your leads and move them from the top of the
buyer’s funnel (when they are not quite ready to buy)
into the lower part of the funnel (when they are ready
to buy).

13. Lead scoring & automated triggered emails
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How Segment increased outbound email conversion by 200% (not gdpr compliant!) :
● visitor access www.example.com
● get ip and call the clearbit api to convert the ip into company domain
● call the madkudu to add a lead score to the domain
● Call Clearbit’s Prospector API, which finds they key people at that domain,
their roles, and their email addresses.
● Send those new prospects through the lead scoring proccess again.
● Send highly personalized emails through your email platform of choice.

14. Social selling or sales 2.0
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Social selling is when sales people use social media to find and engage with new
prospects. Sales people use social media to provide value to prospects by answering
questions, responding to comments and by sharing content throughout the buying
process – from awareness to consideration, until a prospect is ready to buy.

15. Social selling or sales 2.0
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HOW ?
Choose the most relevant social network
Follow the right Twitter users
Join and participate in LinkedIn groups
Connect with potential customers on LinkedIn
Contribute to existing conversations about your brand
Provide value by sharing relevant content

16. From saas to your cloud infrastructure
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Mautic : Email marketing automation
Metabase : Reporting
Matomo (piwik) : analytics
Perfext : CRM

17. Thank You
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