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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The Machine Learning is considered one of the main trends of this 2018 (Click here)
It's a technique used by Marketers to create increasingly targeted and efficient content.
Machine Learning is an application of artificial intelligence that allows the machines to analyze the data provided and to learn from it without teaching the person. Thus developing an intelligence of the machine that will be able to identify problems and causes to be solved in the future.
This application is composed by 3 factors:
-Model
-Parameters
-Learner
The Model indicates to the machine what must be analyzed and repeated.
For example: you want to know when to take a break, your model could start as 'work longer without a break, less productive become'.
The Machine Learning parameters are data and factors that are analyzed to perform model iterations.
For example: the amount of time worked without taking a break and how productive you are. The parameters are invariable.
The Learner is the system through which the machine takes its conclusions. Use the model, parameters and a relevant set of data and adjust the model to make it as consistent as possible with the final report obtained from the data.
Into the international companies the importance of Machine Learning is growing considerably, which allows for a more complete and efficient analysis and to optimize the time of your and your company team.
The possible uses of this new application method are almost infinite based on the quantity and quality of the data to be evaluated and the benefits of having a model that automatically improves the analysis and the business strategies are too many to be ignored by companies.
The introduction of Machine Learning in companies in the coming years will change the pace and the entire data analysis process that will cause an increase in qualified staff within the team.
Click here to discover all the trends that will influence the Marketing Automation in this 2018
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The Marketing Automation software market is growing rapidly, over 50% of companies use automations and the market is expected to expand in the coming months.
2018 will focus on creating unique and engaging experiences that add value to the evolved, super-connected, always online consumer, and marketing automation will be the channel to meet their needs.
Here is a list of the main trends that will influence the Marketing Automation industry:
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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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The insurance industry is one of the sectors with a lower growth rate in recent years, also due to the less advanced technologies they work with.
However, in the last year there have been radical changes within some insurance agencies, which have supported the new technological systems such as Marketing Automation.
In the United States, a study was carried out on 1000 insurance agencies that integrated Marketing Automation into their strategies and found a radical improvement. Insurance agencies that have integrated marketing strategies are currently those with a higher growth rate.
Potential customers use internet to compare offers and find the best offer online. This allows insurance marketing professionals to leverage email marketing, mobile marketing and lead generation tools to gain more customers.
This drives insurance companies to create an internal marketing team and create marketing strategies that lead to more customers in less time.
E-MAIL MARKETING
The personalized emails emphasize the characteristics of the insurance agencies that, with their customers, have always established a relationship of trust. Email personalization can be used as a reminder when criteria are updated or premiums are increased, value added offers from partners, with suggestions on home or vehicle security and lots of other content. They are tools that, integrated with a segmentation of contacts, help agencies to establish a good relationship with their customers. Furthermore, with automations, sending emails will be much faster and more efficient.
CROSS SELLING E-MAILS AND UP-SELLING
Marketing automation also helps sales of new insurance plans. If you offer a certain number of plans, from pet insurance to home and car insurance, and you have a customer who already has a policy with you, receiving promotions on new insurance plans can incentivize him to change his insurance policy.
In this case tools like LeadBI can help you to examine the behavior of the customer within the website, checking which policies are interested and if he is aware of the new insurance offers. In this case you could start the Lead Nurturing phase.
MARKETING MOBILE STRATEGY
Considering how many people use smartphones daily, companies need to update their strategies and optimize them for mobile too. Marketing automation can help companies to be connected anytime, anywhere.
It's recommended to have at least one mobile app of your insurance brand. When it used in with e-mail marketing and lead nurturing, apps provide a greater point of contact that can be used for support for new policies, policy updates, and anything else that customers need.
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The inclusion of an integrated CRM system within the LeadBI Marketing Automation platform makes the management and organization of the leads simpler and more practical.
We have already saw why to integrate a CRM system with Marketing Automation (Read Here).
The new feature has been added to the LeadBI Dashboard.
Proceed with the Funnel activation for your profile:
Inside the interface you can access a complete overview of the sales pipelines.
Each contact is organized according to the funnel, the currency, the status and the estimated closing date.
Leads are entered manually, you can manage them in the same interface and be segmented into funnels.
With this new feature, LeadBI offers the ability to reduce the use of an excessive amount of marketing tools by managing the sales pipelines of your potential customers directly within the same platform.
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Internationalization is an important and complicated business phase, thanks also to the few complete marketing tools available to us. Agencies and consultants often need to ask companies for a high budget due to purchases of different tools.
If you are a consultant, agency or professional, this article is for you.
We explain how you can simplify your internationalization processes using our LeadBI platform.
LeadBI is able to identify potential foreign customers in real time thanks to the multiplicity of functions within the platform, you can offer your customers a complete service that goes from the analysis of visitors and place to promotion and follow-up.
The tracking and identification function allows you to view and extract important data to capture potential customers. You will be able to extrapolate a certain amount of visitor data such as place, company, visited pages, downloaded resources and much more that will allow you to quickly realize a targeted marketing strategy for a certain location and a certain target.
You can create efficient e-mail marketing and texting campaigns, which allow you to create promotional strategies targeted to your target audience. The contacts within the database can be segmented according to geography, for example, which allows you to have an organized contact list. Segmenting your contacts will help you speed up the time when searching for a contact and when sending campaigns. It is also possible to profile each identified lead in detail.
The possibility of integrating LeadBI with the other marketing platforms used by your customers, allows you to analyze and contact their old contacts, follow up with newsletters, direct and personalized e-mails.
Thanks to marketing automation you can create workflows designed for each type of nation, for example if you analyze the behavior of American visitors, you can create workflows designed for their actions and targeted exclusively to them.
With LeadBI and the Marketing Automation you will get excellent results that will bring visibility and a turnover increase for you and your customers.
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Today we explain the 10 things you should know about marketing automation, which it will help you understand the operation of any marketing automation platform.
1. MARKETING AUTOMATION SOFTWARE HELPS YOU TO MONITOR YOUR VISITORS ACTIVITIES
One of the most important features of any MA platform is the ability to track the activities of potential customers. Monitoring potential customers in this way requires three elements: the tracking code embedded in your website or in your email links, a customer action (Click on a button or fill in a form) and a cookie stored on the broswer in use by the customer.
2. THEY CAN AUTOMATE THE E-MAIL CAMPAIGNS
MA programs typically include a robust set of dynamic lists, segmentation rules, and default automations that let you automatically send emails and messages to customer needs.
3. THEY HELP YOU TO QUALIFY THE LEADS
Generally, marketing automation programs include the leadscore, which is a score attributed to a lead. You decide the score you attribute to each activity, the highest score is attributed to the most important activities. In this way the lead that has a major lead is more promising than others because it has visited an important page, or for example has downloaded resources, guides, etc. The leadscore function helps you understand and act quickly.
4. QUICKLY REACH A VISITOR
In some MA software it’s possible to monitor the activity of the leads in real time. Most software has the ‘Alerts’ feature that sends an alert when certain leads make important actions for the purchase process.
5. OPTIMIZE TIME AND ENERGY
These software can significantly reduce the time and effort required to close a deal. Instead of closing a contract more slowly and using the same boring and malfunctioning techniques, you can refine your sales and marketing efforts on potential customers who have already shown interest and commitment with your brand or product.
6. THE SMALL AND MEDIUM-SIZED ENTERPRISES THAT USE MARKETING AUTOMATION ARE IN RAPID GROWTH
You can think that using these platforms and buying a plan is only for large companies that have a high budget dedicated exclusively to marketing, but in 2017 there was a significant increase in small and medium-sized companies that purchased and used marketing automation software. This shows that finally the marketing automation platform becomes more accessible and expands even to a smaller target.
7. NOT ALL COMPANIES NEED MARKETING AUTOMATION
The operation of the marketing automation depends on many business factors, such as sales cycle, average sales, your strongest advertising channels, marketers or experts in the field and more. Since the programs are not cheap, it’s important to understand exactly what is expected of such software.
8. SUPPORT PROGRAMS ARE PRIMARY
We can not overestimate the importance of having access to a good support team and resources. Marketing automation programs can be very complex. If you’ve never dealt with systems like these before, make sure that the support from the technical team and the resources made available by the company. Make sure you can solve problems quickly.
9. LESS COSTS
Buying a plan and using a complete marketing automation platform helps reduce costs. A platform that has many marketing capabilities avoids having other online tools purchased for each individual use. This way you will have most of the tools in one platform and you will not cut your budget in half! Also, if the costs of a MA software seem excessive to you, try to think about how much you spend monthly for your sales force. Good marketing automation software helps reduce the additional costs of sales force, as well as optimize the timing of your company’s sales team.
10. MARKETING AUTOMATION SOFTWARE WORKS BETTER IF INTEGRATED WITH A CRM SYSTEM
MA programs provide more benefits when they are associated with CRM systems because it allows you and / or your sales team to access account management with as much data as possible.
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In Italy there are many high schools, colleges, private or not private and training agencies, located in almost all Italian regions.
Many of these schools lose a large number of potential subscribers every year due to the lack of online and offline promotional activities.
List of ideal targets:
An example of a list of features perfect for your strategy:
With LeadBI and with Marketing Automation, sending personalized e-mails and sms to the target will be much easier. Thanks to the automations, the builder that will allows you to create personalized e-mails rich of information, the possibility to send e-mails marketing campaigns, direct e-mails, automatic sms and many other functions all from the same platform it's ideal for your marketing strategy.
We can conclude with the advantages that a training institute or a school can acquire with Marketing Automation:
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