Secret Sauce 2018 - software marketing success

Secret Sauce
2018
The recipe for Marketing success in
the international Software Industry
Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July2016|DesignelementsinspiredbymyMumscookerybooks.

Setting the scene:
IF your software
• stores data about people
OR
• analyses data about people
OR
• monitors or tracks people
Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu

Setting the scene:
AND users of this software
• analyse data about people in the EU
OR
• monitor or track people in the EU

If And
Then:
this information is essential for
international marketing success
 

There is a New Guest at the Software table:
New Buying Influencer
• Data Protection Officer (DPO) is required
by law in EU firms from 2018
• may review any software that crunches data
about EU citizens (incumbent & new)
• DPOs may only support software purchases
that comply with EU Privacy requirements
SEE APPENDIX

Profile of a DPO
• Function = gatekeeper to buying decision
• Power = 'advisor' (but: approve OR veto)
• Criteria = legal requirements (only)

A new Role, tastes unknown …
• Training = possibly a lawyer?
• Thinking = careful, considered opinions
• Emotions = none: totally objective (facts)
• Behaves = like an auditor (checklists)

As far as the DPO is concerned …
The financial stability of your Company
Your track record of satisfied Customers
The Awards that your product has won
The enthusiastic User feedback
The quality of Support and Service
… all these are COMPLETELY IRRELEVANT.

For the DPO, there is only one Question that counts:
If your your software product / service /
solution crunches data about EU citizens,
can you prove that it fully complies with
the General Data Protection Regulation
(EU) 2016/679 of the European Union ?
Download the full text here | 24 languages |
http://eur-lex.europa.eu/legal-content/EN/TXT/?qid=1468666175036&uri=CELEX:32016R0679

By the way …
‛Prove compliance’ means:
• provide certification, documentation
• give evidence, examples of actual practice
• live demonstration

Your EU Customers have a strong incentive to comply
Sanctions can be applied from May 2018
• will be initiated by existing DPAs
(national Data Privacy Authorities)
• non-compliance with principles & practices
up to € 10 Mio or 2% of global revenues
• non-compliance re: data breaches
up to € 20 million or 4% of global revenues

How to concoct your own Secret Sauce
Software vendors selling to the EU must …
• identify the requirements of EU Privacy law
• translate this into an Action Plan
• also: communicate convincingly with DPOs

Secret Sauce will require Teamwork
To create & implement the Action Plan,
the CMO needs contributions from
• Product Management
• MarComms & Field Marketing
• Consulting & Sales

Here’s how … for Product Managers
Chances are, a lot of what you have is usable …
• identify the Pain Points
• gap analysis: available / missing functions
• design additional functionality as appropriate
• add to the Product Dev. & GTM Roadmaps

Here’s how … for MarComms & Field Marketers
Chances are, you must build from a low level …
• add Privacy elements to all Comms Personas
• find optimal positioning for Privacy issues
• create messaging & content
• A/B test and optimise

Here’s how … for Consulting & Sales
Chances are, you must start from scratch …
• understand new Privacy law inside out
• create DPO-focused materials
• train Sales teams (inbound & outbound)
• gain insights on responses & optimise
Secret Sauce
Handbook

Timing is all-important …
EU General Data Protection Regulation (GDPR)
• came into force 25th May 2016
• a two-year transition allows EU organisations
time to introduce compliant processes
• ‘it shall apply from 25 May 2018’

2018 - and still no Sauce?
‚No compliance‘ probably means:
• termination of contract
• no more invitations to tender
No ‚proof of compliance‘ means
• (much) slower sales cycle
• lower RoMI, RoI, Ebitda
No Sale

Compliance with EU Privacy Law = USP
USP  Differentiation  Competitive Advantage
The Secret Sauce for Success in the Software industry, 2018
Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July2016|Blog:Issues,Impacts&Optionsatwww.andrewsanderson.eu

By 2018, you need to be able to prove a claim like this:
Crunch Software
Actionable Customer insights for the demanding One-to-One Marketer

Disclaimer
This article is written by a Marketer, for Marketers
• it discusses the Issues, Impacts and Options of
Privacy in the EU for Marketing and Marketers
• no part of this article constitutes legal advice
• crafted with care – but use at your own risk

Notes for Legal Counsel: the Role of the DPO
• The "EU General Data Protection
Regulation„ is available as a PDF in
24 languages from this website:
http://eur-lex.europa.eu/legal-
content/EN/TXT/?qid=1468666175036&
uri=CELEX:32016R0679
A search for the term “Data
Protection Officer” reveals
relevant information within the
text as follows:
• Recitals: 77 & 97
• CHAPTER III
Rights of the data subject
Article 13 (1) b
Article 14 (1) b
• CHAPTER IV
Controller and processor
Article 30 (1) a & (2) a
Article 33 (1) & (3) b
Article 35 (1), (2) & (3) a, b, c
Article 36 (3) d
Article 37 (all)
Article 38 (all)
Article 39 (all)
• CHAPTER V
Transfers of personal data to third
countries or international
organisations
Article 47 (1) a, b, c & (2) h
• CHAPTER VI
Independent supervisory
authorities
Article 57 (3)

Issues, Impacts & Options
The effects of Privacy law on the Software Industry & its Customers
www.andrewsanderson.eu
Andrew Sanderson | as@ansaco.de | +49 06223 9346 3401

Secret Sauce 2018 - software marketing success

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