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Data Heroes: Tips, Tricks and Hacks for Marketing Ops

Episode Summary

"It's important to understand how GDPR impacts the way you acquire, retain and market to your customers." - Naomi Liu. While GDPR sets lots of new rules and regulations for every organization to follow, compliance law actually provides an opportunity for businesses to focus on prospects with true consent and intent. In this episode of our Talk Data To Me Podcast, Sara McNamara (Slack), Naomi Liu (EFI), Sanford Whiteman and host Elliot Lowe (RingLead) talk about data quality, managing expectations, privacy, and data compliance laws.

GDPR laws are currently very critical for success for all businesses in the world. Companies that follow compliance and aim to effectively opt people in are seen as doing the right thing by consumers and greatly improve brand image. "If you touch customer data, you really have the responsibility to protect it." - Naomi Liu. When customers provide consent, it informs businesses about when and how information is given online, and informs when customers are asking to be directly marketed to. "It's much more effective to be highly targeted with people that want to be engaged with you." - Elliott Lowe.

This panel podcast also covers GDPR implementation challenges, privacy as a priority, and compliance in the post cookie world.

Guests-at-a-Glance

Data Heroes: Tips, Tricks and Hacks for Marketing Ops
Name: Sara McNamara
What she does: Marketing Operations
Company: Slack
Where to find Sara: LinkedIn
Data Heroes: Tips, Tricks and Hacks for Marketing Ops
Name: Naomi Liu
What she does: Director, Global Marketing Operations
Company: EFI
Where to find Naomi: LinkedIn
Data Heroes: Tips, Tricks and Hacks for Marketing Ops
Name: Sanford Whiteman
What she does: Web, Database, and Network Architect

Sara McNamara Bio

Sara McNamara is an award-winning marketing and sales technology solution architect whose work has been recognized by the likes of Salesforce (Pardot), Adobe (Marketo), and Drift. She’s passionate about leveraging technology and processes to improve the experiences of marketers, sales professionals, and prospects alike. Her accolades include being named a Data Changemaker (Narrative Science), Top B2B Marketer to Watch (Salesforce.com), Top 34 Women Marketers to Follow on LinkedIn (Daniel Murray), and Marketing Changemaker (Drift.com). Did we mention she has an adorable cat?

Naomi Liu Bio

Naomi Liu is a data-driven marketer with over 12+ years of experience leading high-performing/high-output teams to generate revenue and demand in the global B2B space. She is both a Marketo Certified Expert and an Adobe Certified Expert. She is also a Founding Admin and Advisory Member of MO Pros. Naomi’s areas of expertise include marketing operations, sales and marketing technology implementation and integration, marketing automation, customer journey and sales funnel management, and more.

Sanford Whiteman Bio

Sanford Whiteman is a web, database, and network architect based in NYC, with specializations in the financial services, publishing, and SaaS sectors. Sanford authors a blog called TEKNKL, which features Marketo-specific technical insights you won't find anywhere else. Recent posts include “Appending form fields to the Thank You URL” and “Transforming IRIs to URIs/URLs using Velocity.”

Host

Data Heroes: Tips, Tricks and Hacks for Marketing Ops
Name: Elliott Lowe
What he does: Head of MarTech and Marketing Operations
Company: RingLead
Where to find Elliott: LinkedIn

Elliott Lowe Bio

Elliott Lowe helped design the RingLead DMS solution integration with Marketo. He has also authored product marketing content including the “How to Prevent Bad Data in Marketo”, blog series, “10 Ways to Reduce Bad Data in Marketo”, eBook and DMS for Marketo training and demo videos. Elliot’s specialties include sales and marketing automation, digital marketing, email marketing, Eloqua, Marketo, and Salesforce.com.

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Data Heroes: Tips, Tricks and Hacks for Marketing Ops

Marketing Ops Panel Themes

Data privacy and security

  • How are different companies handling GDPR requests?
  • GDPR – Sanford to share an example of only storing hashes of people’s email addresses and keeping them in a “pending state” until a double opt in occurs so they can be marketed to
  • The range of privacy as a priority across companies (Naomi) Can you prompt me with this question? I can also speak to how a company should assess how they prioritize all of the compliance laws across one single database and how we handle an incoming deletion request and the chain of events that it kicks off.
  • Is there an automated way to honor GDPR requests? (Sanford example of consolidated consent repository)
  • Building/enforcing a culture that cares about data privacy (All panelists can share their experience on this as we touched on the call… knowing it’s a fireable offense to go around GDPR and other regulations… But are you just the messenger? How do you enforce it?) Naomi: If you prompt me I have an anecdote about a local company I can share that made the news.
  • Hacks to keep an eye out for spammy behavior and privacy breaches that may be occurring out of sales owned platforms like Outreach, Salesloft, Outlook… (Naomi can share her story of setting up script to monitor reps sending any blast bigger than 50)

Navigating specialty issues with browsing, tracking, and the post-cookie world

  • (Sanford)

Navigating specialty issues with browsing, tracking, and the post-cookie world

  • How do you get people to care about data hygiene across business units? Stakeholders just "expect" the data to be healthy. (Naomi) I can talk about this from a reporting perspective - that is how you get people to care.
  • @Elliott can write a book on this topic…

Managing up and setting expectations (A lot of this is going to be touched on in the topics above but I think we can revisit as we see fit and add other actionable advice pieces here)

  • Training end users and key stakeholders
  • Learning how to say "NO"
  • Fixing the root cause of a problem vs. surface level fixes (Sara had a great post on LinkedIn about this we’d love to explore this topic)
  • ---

Translating requirements into technical solutions

Permission Management

Change Management

Reports

New Marketing Automation features we love

i.e. capabilities in Marketo for identifying bot clicks, suppressing them from reports

Key Notes

  • Protecting Personal Data. GDPR is a great way for protecting users, and businesses should assess how they prioritize all of the compliance laws across one single database and how they handle an incoming deletion request. “We honor a request for deletion. We timestamp whenever somebody, you know, consents and we have a central consent repository" - Sanford Whiteman.
  • Respecting Compliance. Businesses must work on building and supporting company culture that respects and cares about data privacy, and point out offences and fines for breaches of GDPR and other regulations. "So, if you make it clear to them and kind of help educate them on the law. And then also making sure they're aware of the potential fines." - Sara McNamara
  • Engaging Qualified Leads. Companies should aim to engage prospects and avoid employing 'spammy' activity that is likely in breach of GDPR laws. "Companies that will procure just lists of totally unqualified people and they think they're achieving great ROI. Now we can spam them and they may or may not have any desire to be communicated with. It's much more effective to be highly targeted with people that want to be engaged by you." - Elliot Lowe.
  • Reporting With Dirty Data. Dirty data is a systematic problem that permeates every level of a company. Companies continually experiencing issues surrounding data health should look into data orchestration platforms, like RingLead, or expect to see further inaccuracies within their reporting. "If you're prefacing reports with, 'There's a lot of duplicates here and this is the best that we can do based on the tools that we have.' Then they're taking that report and then circulating it up to senior leadership that can start to get eyeballs on the Strain." - Naomi Liu.
  • Stakeholder Expectations. Developing relationships with stakeholders and across an organization as a whole is fundamental for understanding boundaries, capabilities, and expectations of different departments when solving problems or meeting objectives. "When I join a new organization, I really start to kind of plant those seeds and build those relationships. Because that's how you build that respect and the understanding where someone learns to respect and set boundaries." - Sara McNamara