2. A quick disclaimer
What to consider as
you prep your event
Dive Into: Splash
Architecture
Dive Into: Marketo
Architecture
Reminders & Best
Practices
Today’s
Agenda
3. Today’s Speakers
Kara Walter
Director, Marketing Ops
Splash
Keely O’Neill
Demand Generation
Manager
Splash
Nichole Tucker
Sr. Marketing Manager
Etumos
Keith Nyberg
Martech Consultant
Etumos
5. We are not lawyers. This webinar content is NOT legal advice
on how to literally stay compliant with any privacy policy,
including but not limited to: CANSPAM, CASL, GDPR, CCPA.
BUT we can help you with what questions to ask, and some
suggestions on how to make it happen with technology.
6. It can either be our
friend or our
frenemy.
Compliance
9. Privacy Compliance
Implementation Process
Legal defines
all privacy policy laws,
prepares to instruct
Marketing on company
position re laws
Marketing ops handoff
Conversation and determination of
ideal state, i.e. how legal interprets
those laws
Marketing ops formulates
and implements processes that translate
company position for processing leads,
including how to reconcile existing records
in the database and retroactively apply
Marketing ops instructs
the rest of the Marketing team, sales, SOPs, on
what is required in order to communicate with
prospects in compliance
Marketing event team
ensures they are capturing the right
fields, supplying the right information
to Marketing ops for processing
1 2 3 4 5 6
Database reconciliation
Marketing ops runs retroactive
processing on existing database
*Legal sign off
Final legal review of process build out
11. H A V A N A , C U B A
D A L L A S , T E X A S
A , A U S T R I A
B R U S S E L S , B E L G I U M
MELBOURNE, AUSTRALIA
M U N I C H , G E R M A N Y
S A N D I E G O , C A L I F O R N I A
W H I S T L E R , B C
12. Virtual or in-
person.
Both require a process.
• Virtual is slightly easier
(queue the T&Cs, opt-in
boxes, yadda yadda).
• In person events requires
prospect facing staff
training. And more.
13. Hosted, or
sponsoring.
Getting more complicated,
Nichole.
• But the Sponsor
Company has a whole
set of T&Cs in place! Off
the hook?
• Hosting events mean a
whole new set of
considerations
14. EMAIL OPT-IN
( T/F)
EMAIL OPT-IN
DATE/TIME
D ATE/TIME OF FOR M FILL
OR LIST AC QU IR ED
OPT-IN
SOURCE
SOU R C E, MED IU M,
CAMPAIGN
How you’re collecting data, what you’re
collecting, and who is collecting it?
Business CardsScannersForms Concierge
15. Transferring
knowledge back
to systems.
Ugh, Nichole.
• Forms, concierge forms
= fields are synced!
• List uploads are trickier –
use a template to supply
the right info to MOPs
• Stick to your guns
19. Same form, different
experience.
Stay compliant with conditional
logic and GDPR consent
processing upon registration
All information syncs down to
Marketo instantly
20. Bi-directional syncing
Marketo program creation
Token and field mapping
Real-time status updates
Utilize existing Marketo
email templates
Integration
Excellence
Yes, I said excellence.
29. EMAIL OPT - IN :
BOOLEAN
D O N OT C ALL/
D O N OT C ALL R EASON
U N SU BSC R IBED /
U N SU BSC R IBED R EASON
EMAIL OPT - IN D ATE/TIME:
D ATE/TIME
EMAIL OPT - IN SOU R C E:
TEXT
EMAIL OPT - IN STATU S:
STR IN G
Fields Managed
by the Program
C ON SEN T EXPIR ATION D ATE:
D ATE
31. The Program
• One folder to manage
original sorting into the
program on person creation
• One folder for each
compliance process
• One folder to manage
retention/withdrawal of
consent
34. SEN D D OU BLE OPT - IN EMAIL
IMPLIED CONSENT:
IN QU IR Y
IMPLIED C ON SEN T:
EX- C U STOMER
IMPLIED C ON SEN T:
C U STOMER
C ON SEN T EXPIR ED
D OU BLE OPT - IN C APTU R ED
C ON SEN T W ITH D R AW N :
U N SU BSC R IBED
C C PA PR OC ESS
Implied Consent
Double Opt-In
Data Retention
Withdrawal of
Consent
36. 1. Keep your conversation with legal open - always.
2. Build scalable architecture that can grow and evolve
with you.
3. Be prepared to capture data other than digitally and
beyond.
4. Only show what’s relevant to the people it’s relevant to.
5. Be intentional on the data you’re storing