Slide deck for Perkuto's Fearless Marketing Strategies for a GDPR World webinar held on March 1, 2018. The webinar was presented by Michelle Miles, VP of Consulting Services and Lindsay Khan, Senior Consultant at Perkuto. It covered areas such as "consent" and what it means for your marketing communications and privacy policy, the impact of GDPR on the marketing technologies you use every day - including cookie usage, profiling, and lead scoring practices - and what campaigns you should be running now as well as how your communications must change once GDPR goes into effect.

1. @MichelleMMiles
michelle@perkuto.com lindsay@perkuto.com
FEARLESS MARKETING STRATEGIES FOR A GDPR WORLD
MARCH 1, 2018
#GDPRkuto
MICHELLE MILES
VP of Consulting Services
LINDSAY KHAN
Senior Consultant
@LindsayBKhan

2. HOUSEKEEPING
● Hashtag for this event: #GDPRkuto
● Today’s presentation
○ Use your chat box to submit questions
○ Q & A time at the end
● GDPR Resources: learn.perkuto.com/GDPR
○ Recording of today’s presentation
○ Marketo Client’s Guide to GDPR Compliance
○ GDPR FAQ eBook
○ ...and so MUCH more!
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3. 3
Perkuto helps marketing leaders who feel frustrated with not having a bigger impact on revenue. As a Marketo Platinum
Partner, our team of experienced consultants create impactful strategies, optimize marketing operations, simplify
MarTech and execute on day-to-day campaigns. We assist marketing leaders in exceeding their goals and rising to the
top.

4. FEARLESS MARKETING STRATEGIES
FOR A GDPR WORLD

5. Poll #1
My understanding of GDPR is….
A. Just starting
B. Intermediate
C. Advanced
D. GDPR creeps into my dreams
5#GDPRkuto

6. General Data Protection Regulation (GDPR)
● Consent-driven legislation
● Transparency in data usage
● Regulation regarding data:
○ Collection
○ Enrichment
○ Storage
○ Transfer
○ Removal
● Breach notification
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7. Assessing the Impact of GDPR on your
Organization
● Anyone marketing to or doing business with a resident of EU
● Includes citizens of another country living in EU temporarily
● Conduct a database audit:
○ “Normalized” country data
○ Number of EU records
○ Are they viable?
○ Do they have GDPR-consent?
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8. GDPR: Not just for Email
● GDPR applies to all personal data
● Email consent can constitute data
consent
● Track data consent as you would
email consent
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9. Poll #2
When capturing consent, you may...
A. Bundle consent with another action, such as a whitepaper
download
B. Ask for consent with a pre-checked checkbox
C. Ask for consent on content forms, but field isn't required
D. Consider a whitepaper download adequate consent
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10. Consent - Do’s and Don’ts
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DO DON’T
Capture and retain consent
documentation: Opt-in date and
timestamp, source, IP address
Assume implied consent - explicit
is consent required
Run whitelisting campaigns now
to capture appropriate consent
Keep records forever; length of
consent clause

11. Consent - Do’s and Don’ts continued
11
DO DON’T
Include a separate (unchecked)
checkbox to capture consent
Bundle consent with another
action
Link forms to your privacy policy Make the opt-in checkbox a
required field

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13. Consent - Other Considerations
● Privacy policy updates
○ A sample snippet of a GDPR-compliant privacy policy:
“The information set out in this form is registered in an electronic database for the purpose of
[commercial prospection, HR…]. This information is intended to be communicated to [internal service
of the company, commercial partners…] and retained for [the relationship, xxx months…]. In accordance
with the applicable regulation, your rights to access and update your data, withdraw your consent or
lodge complaint where applicable can be exercised by following this link [contact of the service, person
or authority in charge…]”
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14. Cookie Usage
● Changes with GDPR
○ “By using this website you agree to cookies” messages no longer comply
● Background processing and behavioral scoring: user consent
required
● Marketing ideas
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15. Cookie Notification Idea
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16. Other Marketing Communications
● Permissible:
○ Opt-in messages/double opt-in messages
○ Purchase confirmation emails
○ SDR / BDR emails
● No fly zone:
○ Cold sales / marketing communications
● Shameless plug:
○ Download our free e-Book, GDPR FAQ: GDPR Questions. Straightforward
Answers: learn.perkuto.com/GDPR
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17. GDPR Systems Impact
● Changes with GDPR:
○ Data enrichment
○ Lead scoring
● Detail in your privacy policy
● Marketing options
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18. GDPR Individual Rights
● Right to request an export of all personal
data
● Right to be informed of company’s data
collection and usage policy upon request
● Right to be informed of a data breach
● Right to be removed: complete erasure of
all personal data
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19. Closing Thoughts
● GDPR is massive and difficult to understand
● Though adjustments are needed in your processes, you will
ultimately build more user trust
● Stay the compliance course, don’t give up and you will conquer.
Your marketing CAN thrive in a GDPR world!
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20. Additional GDPR Resources
learn.perkuto.com/GDPR
● Marketo Client’s Guide to GDPR Compliance
● GDPR FAQ eBook
● Many GDPR articles covering a variety of topics
● GDPR Readiness Programs
20#GDPRkuto

21. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
Thank you!
MICHELLE MILES
VP, Consulting Services, Perkuto
michelle@perkuto.com
(415) 621-9038, x127
LINDSAY KHAN
Senior Consultant, Perkuto
lindsay@perkuto.com

22. Questions?

23. Additional GDPR Resources
GDPR - what you need to know!
Marketo Client’s Guide to GDPR Compliance
Free download:
learn.perkuto.com/GDPR
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24. Additional GDPR Resources
Not fluent in legalese?
Get your free
GDPR FAQ eBook
Download at
learn.perkuto.com/GDPR
24#GDPRkuto

25. Additional GDPR Resources
Outsource your GDPR preparations to the GDPR experts!
Contact us to get a quote on our GDPR Readiness Programs
● Marketing Readiness Assessment
● Preparedness Implementation
Call: 1.844.PERKUTO
Or email success@perkuto.com
25#GDPRkuto

26. Additional GDPR Resources
Going to Marketing Nation Summit?
● Grow your Marketo Skills
● Ask your GDPR questions
● Network with your peers and best of all, meet the Perkuto team : )
Register as our VIP referral and save $300! Use code: Perkuto300
https://events.marketo.com/summit/2018/
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27. Additional GDPR Resources
A Plethora of GDPR Resources!
Visit: learn.perkuto.com/GDPR
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