Here you will find the list of features that LeadBI has implemented within the marketing automation platform, to be compliant with GDPR.
The new features are:
In the following link you will find the two forms to be completed to request the permanent elimination of the account from the LeadBI platform and the dedicated form to request the report of the data of a specific account.
To make the requests, use the e-mail of the subscription to the LeadBI plan and consent to the collection of personal data.
To delete an individual contact go to the visitor section and search for the interested contact, click on the button 
on the right and click on "Delete Contact".
To start downloading a contact data, enter the visitor section and click the button on the right. Click on "Download Data" and you will get the file with the data concerning the interested contact.
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In this article we will explain how LeadBI will meet these requirements and the relevant impacts for our users and their customers. We will also give you some tips to better prepare you for this great change of rules.
LeadBI has been working for several months to be in full compliance with the new regulation by the deadline of May 25, 2018. As a LeadBI customer, it’s important to understand how GDPR affects you and your use of the LeadBI platform services .
Please note that LeadBI provides this information for informational purposes only and should not be relied upon as legal advice. We encourage you to consult with legal advisors and other professionals to fully understand how the GDPR applies to your organization and businesses.
The GDPR, General Data Protection Regulation, is a regulation on the privacy of the European Union that will come into force on 25 May 2018. It’s a general regulation that applies to all organizations that offer goods and services in Europe, regardless of the fact that the organization is in Europe or not. The regulation therefore applies essentially to all organizations with a website that interacts with European residents.
The GDPR is direct to all those who have a website that collects or processes personal data of residents in the EU. The new regulation will be applied to all the subjects that process personal data, indistinctly from the working sector, type of company, subject or not for profit, with or without headquarters within the European Union.
All European citizens, thanks to the GDPR, will get new rights. The goals concern:
The new rights exercisable by citizens are:
Right of rectification: Individuals may request that their information be updated or corrected.
Right to be forgotten: Individuals can request that their information be permanently deleted.
Right of portability: individuals can request the transfer of their information to another organization.
Right to object: People may try to prohibit certain uses of their personal data.
Right of access: Individuals have the right to know what personal data has been collected about them and how they are used.
The GDPR requires that people be provided with transparent information on how their personal data will be processed, including the specific purpose for data collection, the duration of data processing and other details.
Furthermore, it’s mandatory to establish data retention times. There are currently no binding indications. The legislation confines itself to saying that personal data should be adequate, relevant and limited to what is necessary for the purposes of their processing.
For this reason you must ensure that the retention period of personal data is limited to the minimum necessary.
In case of illegality and failure to comply with the new rules, individuals and companies may be subject to fines ranging from 2% to 4% of revenue and up to 20 million euro for the most serious infringements.
The consent to the processing of personal data must be given freely in the form of a clear affirmative action.
Passive opt-in (for example: pre-selected consent) will be prohibited. The only form of consent approved is the Opt-in.
The Opt-in is the process in which contact freely and voluntarily gives the affirmative consent to the processing of personal data.
This means that you can only legally use lists that are 100% opt-in and only if you can show that these contacts have actually given their consent.
It’s advisable to use the double opt-in as a form of consent to have a clear and safe consent.
So, the GDPR requires that a person provide informed and affirmative consent for any manner in which their personal data will be collected, used and processed. This means that you will need to enter further consent statements on your forms and websites and you will not be able to collect, use or process personal data until the individual has given that consent. You will not be able to rely on pre-crossed boxes, silence or inactivity as a basis for consent. You can use the data only for the treatment modalities expressed in the consent, otherwise you will have to ask for a new consent for a different use of the data.
If you use cookies to uniquely identify a device or the person using that device, it is now considered as personal data in GDPR.
This means that cookies used for analysis, advertising and functional services such as surveys and chat tools are at risk of non-compliance under the GDPR.
They are not prohibited by the GDPR. However, if consent cannot be demonstrated on an individual basis, there is a risk of non-compliance.
If you can show that your company has a legal basis to collect and process the data in question, you can continue to do so.
Soon the “'cookie law” will be updated and aligned to the GDPR.
There are important changes to be addressed also to the Marketing Automation:
All service providers by Marketing Automation, including LeadBI, are already at work for months to apply all the changes needed to comply with the new rules.
The Marketers highlighted three points in favor of the Marketing Automation softwares that show an easy achievement of GDPR compliance with the use of MA software, they are:ù
Using your Marketing Automation platform to create an email preference, you will help your customers with the choice of information to receive, making the process intuitive and simple.
Allowing customers to manage their email preferences leads to an advantage on both sides, you will make the customers more satisfied that will lead to greater trust in you or towards the company. This greater freedom of the client leads to an increase in opening rates and refines the segmentation process.
When customer data is centralized in a marketing automation platform, you can easily analyze and adapt it for GDPR compliance. Within the platform, reviewing the information you collect, organize and segment it helps you determine which ones are compliant with GDPR standards and how to proceed.
The GDPR offers European citizens the opportunity to change their mind about consent at any time and have the right to change their consent or revoke it at any time.
Be sure to create separate and updated authorization lists based on changes made by the customer or revocation request.
Thanks to the multiple functions of the Marketing Automation platforms (Click and see here), you can build or integrate modules that comply with the new privacy standards, adding opt-in fields describing how to use the data.
As a LeadBI customer, GDPR guarantees more protection and privacy rights. We will be ready to comply with these regulations and to handle requests from the user in such a way as to be in complete conformity.
Right of rectification:You can change your account information at any time via the LeadBI account settings. You can also contact us directly to edit or update your information.
Right to be forgotten: You can cancel and close the LeadBI account at any time. After receiving a cancellation request, we will permanently delete your account and all data associated with it within 30 days of receiving the request.
Rights of portability: if requested, we will export your data so that it can be transferred to third parties.
Right to object: At any time, you can oppose (via opt out) your personal data used for specific purposes. (For example direct marketing, research, etc.)
Right of access: We apply total transparency on the use and processing of data. You can refer to our Privacy Policy for information on what data is collected and how this data is used. You can contact us at any time if you wish to ask further questions about your data and how we are using them. When we make additional changes to our Terms of Service, we will send you an update to review and sign.
We are working on the latest updates that will make the platform compliant with the new regulation and perfectly safe for our customers.
The new rules of GDPR are also apply to your customers. The LeadBI GDPR compliance program will help you meet the demands you receive from your customers.
We recommend the use of the double opt-in which guarantees that you are complying with the affirmative informed consent requirement to use the e-mail addresses of your contacts and other contact information to send them messages in the future. Click here to view the guide on creating opt-in forms.
The right of rectification is a fundamental part of the GDPR, which allows a contact to update and correct the information. With LeadBI it is very easy to find your profile contacts and proceed to modify or update it. Click here to access the guide.
The right to portability and the right of access both require the possibility of exporting individual contacts. With LeadBI you can easily and quickly export every contact. Click here to view a guide on how to export the desired contact.
You will need to clarify how you will use the personal data that you collect in the activation consent forms. You can use LeadBI modules with the ability to use HTML blocks. We recommend that you seek advice from a qualified legal professional before publishing your consent request for greater compliance security.
The intent of GDPR is to protect the privacy of residents in the EU. Following the guidelines of this regulation, it is recommended to delete personal data that are no longer necessary or inactive. You can choose to delete inactive or unregistered contacts rather than keeping them in your account.
These are our useful information to help you prepare as a LeadBI customer, but the GDPR guidelines are expansive and most likely influence other aspects of your business. We recommend that you contact a qualified legal counsel to understand the full impact of the GDPR on your business.
With GDPR taking effect May 25, 2018, we want to assure our users that we will be fully compliant with the regulation.
Disclaimer: This document is not legal advice. It's only meant to provide general information on GDPR.
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The B2B companies that use marketing automation to send more personalized, timely and relevant messages that convert and increase leads. Regardless of the tool or platform used, marketing automation can be summarized in three main components: triggers, rules and content.
If the B2C focuses on personalized and highly relevant messages, B2B campaigns are often more mass-oriented and content for B2B companies are focused on education and value sharing for a large group and focused on cultivating a lead role through a funnel. .
B2B marketers use marketing automation in different ways. Often, they do not point to a personalized experience that is tailor-made.
Email campaigns often aim to conduct free trials, signups, onboarding and generate leads.
Sending automated email is based on events and statements that can be sent to subscribers to encourage participation and enhance knowledge on a certain product/topic.
The 80% of marketers instead of working with a single vendor or a cloud-based solution for all their marketing needs, seek more tools and platforms for your specific requirements. Whether it's e-mail marketing, landing page or social media management.
We are seeing a monumental change because marketing automation has become easier to afford, scale and implement than in previous years.
The strategies of marketers based on marketing automation currently focus not only on inbound marketing initiatives designed at generating qualified leads: today we try to offer a personalized experience that is expressed beyond the presence on social media or navigation within the website.
It's important for marketers to manage the entire life cycle of their contacts.
We need to discover and involve the right interlocutors identified on the network when they show a need and before they are to turn to us.
The Automation has become synonymous with email campaigns, nurturing and leadscoring; these characteristics, also being a fundamental part of marketing automation, are not enough to convert and generate leads. For this reason, vendors of marketing automation platforms are all committed to expanding their offerings to include customer life cycle management in the broadest sense of the word.
Marketing Automation is currently dealing with a series of technologies, processes and data necessary for the creation of turnover in all its forms. Many new elements come into play as:
Marketing teams need to collaborate with other realities within the company, and company technologies you must extend well beyond Marketing Automation platforms. To facilitate the closing of contracts and get more clients you must implement strategies of creation and implementation for each team.
These are the key points of the evolution of marketing automation and, consequently, most of the suppliers of marketing automation solutions and platforms in the B2B sector, increase their platforms with account-based accounting tools and features dedicated to the management of the cycle of customers lives.
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Business leaders understand the importance of investing in digital marketing.
The amount of tools a company needs and the required functions vary from objectives, strategies, from the available budget and from the budget for the training of the company team.
The excessive amount of software and marketing services does not facilitate the choice, often the difference is very minimal.
Don't let yourself be carried away by the features!
Before being transported by the news and the existence of new features and services online, ask yourself if they solve your real problems. Password: efficiency!
Always remember that functionality is a means to an end, and that the end is a solution to your business problem or improvement.
Identify the problem!
Before looking for software and services, worry about creating a list of problems and sections to improve within your company. Also include the problems of your team: from management, to production, to online promotion and sales.
Listen to your employees, create surveys and send them to your customers. A criticism of one of your customers helps you understand the real problems of your products or services.
Search for solutions!
Identified the problem, it draws up a list of possible solutions to solve it. Is there a need for technical intervention? Do you need to train your staff? Need to change marketing strategy?
Create a list of possible solutions, remember that in digital marketing there are very distinct strategies and before buying e-mail marketing software, marketing automation etc. or new marketing tools, you have to be well in mind your goals and a good Marketing strategy.
Time to invest!
Content and advertising will take most of your budget, use software and services that really help you create, optimize and share in the right channels the content that your team has made.
Online advertising still represents the biggest share in the online marketing complex, but in addition to the online promotion budget, most companies have defined a budget for the purchase of marketing hardware and software.
When you buy tools that meet real needs, the results are incredibly profitable. A company formed and active online increases considerably the turnover, it manages to improve the brand reputation and keeps up with the competitors.
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Using Marketing Automation software allows companies to take full advantage of the contact database and increase sales pipelines.
Email automation in addition to a conversion use, allow you to create efficient strategies of Lead Nurturing, so as to retain both new customers and those already acquired in the past.
You can create workflows that can be triggered in different ways: for example, when a contact signs up for the newsletter, when he completes a form to download an ebook, when he opens an e-mail sent by your company. It is possible to activate an automatic e-mail when a visitor visits a specific page within the website.
Welcome Workflows are the most used and allow an increase in clicks and open rates.
The trigger (an event that triggers e-mail) is usually called 'Trial Registration' or 'Plan Subscription' if the user is paying. It is activated every time a user completes the registration form.
it is recommended to include information and training material in this type of e-mail.
Another very important workflow is the expiry notice of the trial period.
In a site with registration and free trial it is important to send notification e-mails at the right time.
In this case, in addition to remembering the expiration date, it is recommended to use special offers and to start a Lead Nurturing strategy to convert the Lead into a paying customer.
Setting this worfklow is very easy: you have to reuse the user's 'Registration form' and set the 'Wait For' trigger
Thanks to the possibility to segment the database you can divide your contacts also for the type of business sector.
A website usually contains landing pages and blog articles specific to each topic.
Create a workflow for each theme related to your sector, themes that you also cover on your website. When a user visits a specific page, direct e-mails will be sent with contents that link to the topic. Finally, do not forget to create a workflow for each user event after sending the e-mail (opening, download, click).
When sending material such as e-books, white papers, infographics etc. try to choose based on your lead preferences. For example, if the lead is used to ignore e-books and white papers, opt for an effective and quick to read infographic.
Thanks to the tracking of users, with LeadBI, it is very easy to notice the behavior of our customers and behave accordingly.
Create a dynamic list that updates automatically to include contacts that are really 'involved' with your products. To create these lists based on the collected data: visits to your site, clicks on your emails, form registration and downloaded content. Then create an email workflow to constantly feed leads with special content and targeted offers.
These e-mails can be exploited at first when, thanks to the marketing automation software, there is an uncertain behavior of the customer. In this case it is good to offer support emails, to explain the functionality of your products.
it is recommended to offer information services, demos or webinars that will allow the user to understand and make the most of your services.
In this way you will nurture the relationship with your potential customers, giving care and attention.
If contacts constantly download your support and training materials such as e-books, white papers and infographics, they show a high rate of interest.
Continue to feed these contacts with landing pages aimed at the purchase of your product, personalized offers, case studies of other customers. In this way you will bring customers to a next step, ready for conversion into paying customers.
Lead Nurturing strategies are very efficient, and contacts already interested in your products and services will be more likely to share your content on social media.
Continue to communicate with your customers even after purchasing your products, use workflows as an opportunity to update or to propose plans, products and services of superior value to existing customers. These upselling e-mails can also be used to recommend purchasing products similar to those previously purchased.
Create contact lists of users who buy a certain product, or a combination of products, and create workflows with the purpose of recommending other products / services and encouraging their sale.
For the Customer Success Management of your company database, you can use the NPS (Net promoter Score) as a property to trigger workflow.
Determine the degree of gratification of your ideal customers, and use it as a threshold for your dynamic list of gratified customers. Reward users with a high score with exclusive content, coupons and special offers.
Then create a different workflow for your 'unhappy' customers that include content aimed at raising their level of satisfaction.
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Between the hottest topics of this 2018, the GDPR is undoubtedly on the podium.
On 25 May 2018 the new EU Regulation 2016/679, known as GDPR (General Data Protection Regulation), will be applicable in all European countries.
The new regulation was designed to obtain legal certainty, harmonization and simplification of the rules concerning the transfer of personal data between European countries and the rest of the world. It defines the rules for using this data legally and extracting its products, services and increasing revenue.
The GDPR also tends to counter the lack of privacy on the part of new and increasingly advanced technologies, which collect a large amount of personal data.
Before May 25th, European companies will have to provide for:
With the new regulation, privacy becomes a process to be managed in all phases of the company, from the idea to the executive one. These are some real examples of the changes to be made in reference to the GDPR:
Violations of the rules for the processing of personal data lead to very heavy penalties that can reach € 20,000,000 for individuals and companies not belonging to groups and up to 4% of total (consolidated) turnover for corporate groups.
LeadBI is in the process with all operations necessary to ensure compliance with the GDPR and offer excellent service to its customers.
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Content marketing has become pervasive in all marketing activities: from knowledge of the brand to SEO, to the generation of leads and their nurturing. Lately we have to deal with the modern buyer who, before thinking of buying, wants to have a through knowledge of the product or service.
Content intelligence is classified as the new frontier of marketers.
The term Content Intelligence refers to the new technology that provides data and insights on proprietary and third-party content to increase the results of marketing and to study new strategies.
The technology we are talking about, perfectly integrates with the work done by the best marketing experts for data collection, bringing innovation and certainty on the data. Let's talk about two big categories:
Content Intelligence, with its technology, structures the content by studying metadata, optimizing the performance of the content and offering better experiences both for customers and for the company.
'Today, marketing is mathematics.' - Mark Schaefer, Marketing Consultant
This is why Content Intelligence is conquering marketers very quickly, because it makes marketing more measurable.
Content Intelligence provides insights that guide market intelligence analysts to the most useful information by enriching the monitored content with analytical data.
In addition, it provides a way to quantify the impact of content, in general or on a specific topic. This means that you can compare the contents of your competitors with yours. (KPI).
Content Intelligence (CI) and Artificial Intelligence (AI) are two different topics and should not be confused.
Artificial Intelligence refers to the development of computer systems able to perform tasks normally performed by human beings.
Content Intelligence is simply a set of tools that can extract big data and offer analytics-based insights for marketers. CI can not replace human thinking, but it can provide marketers' actions easier by making processes faster.
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Today we explain how a company that moves its online business, has to concentrate a lot of energy on data analysis.
Nowadays all companies should have a team dedicated exclusively to the analysis.
The team of analysts within your company has two main tasks:
Google Analitycs is a free tool from Google that allows users to analyze their website and monitor data.
Reports generated by GA describe the performance of every single page within a website. To monitor visitor behavior you need to create various personalized reports and goals.
This way you can monitor visitor behavior in more detail and have less generic data that allows you to find and understand any errors within your website.
Google Analytics also segments visitors like this:
Although you can manually create other segmentation fields, the section is limited.
For this reason we recommend integrating Analytics data analysis with the detailed analysis that LeadBI performs on every single visitor.
You can see how each individual visitor is segmented automatically or manually in more detail. Also clicking on the visitor, it will open a page with the history of pageviews, an overview with the total pageviews, the total duration of the visitor's stay within the website, the various filters of segmentation.
The companies are also profiled and displayed individually.
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Data analysis is the fundamental part of every respectable marketing strategy, it is daily bread for marketers.
To make a good analysis strategy, however, you have to try various roads and also various tools.
We are currently 'driven by data' and we need to find the right way to achieve our goals.
The first step to start an excellent analysis strategy is to categorize your company, your services and products.
You have to find a category or organize every single detail from the product to the final goal. Organize technical team, website, customer service, press and every single detail that leads to the goal must be organized, revisited, modified and approved.
We must also decide the approach with which we must move towards a strategy of analysis, here are some things to think about before starting a strategy:
Finally we must focus our efforts on our users, measure their data within our platform or website and learn to know them. Understand what channels they use mainly, how they use our product, to what other tools are associated, where most of our users are concentrated and so on.
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In a web reality where there is an endless variety of products, you have to think and create an effective strategy to increase visibility, knowledge and buy their product.
For this reason, today we will explain what are Push and Pull Marketing strategies.
Push marketing strategy is the promotion of the product or service through re-sellers, importers or wholesalers that act on our target by pushing the end customer.
It is a traditional strategy, where the company pushes its commercial offers to consumers.
It's a strategy adaptable for companies that need to make know their product and must build a strong network of retail.
We refer to the Pull marketing strategy when a company pulls the middlemen so the retailers, wholesalers and importers, to your business through marketing activities that aim at increasing the demand for consumer products.
Explained what is the meaning of the two strategies, for best results, every business should create a mix of strategies and leverage the strengths of both. It's also important to learn about the needs of consumers, makes all processes simpler and also reduces the risk of making mistakes in development.
Recently, with the success of social networks, companies are driven to mix the two strategies, thanks to diffusion system of the contents that lead both and quickly to consumers and intermediaries and with the ability to interact with consumers.
For this reason the new strategies to pull marketing wants to move their focus by marketers to consumers, who are the main characters.
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