Streamlining GDPR compliance across global marketing operations
Sectigo is a leading provider of automated certificate lifecycle management (CLM), supporting digital identity and online security for organisations worldwide. When faced with the complex task of consolidating three separate data entities to meet GDPR compliance, Sectigo turned to CRMT Digital for expert support and streamlined integration.
The Challenge
Sectigo needed to ensure full GDPR compliance across its marketing operations. However, it faced the added challenge of merging three separate data systems. This made auditing, analysis and integration more complex, with existing processes unable to scale efficiently.
The Solution
CRMT Digital worked with Sectigo to develop and deliver a clear, end-to-end process for GDPR compliance, as well as undertaking every aspect of the necessary work. The approach covered the following key areas:
Discovery
- Defining the legal basis for subscriptions.
- Reinforcing enabled HubSpot GDPR functionality.
- Ensuring that manually created new records have a legal basis for contact.
Design – Build – Test – Documentation
- Opt-in process: Developing and implementing workflows in HubSpot to allow for correct opt in of records – based on source, consent and record type.
- Opt-out process: Developing and implementing a clear unsubscribe/opt-out process, ensuring date of opt out is captured.
- Preference centre process: Streamlining of preference centre subscriptions and email alignment.
- Resubscription process: Creating process for resubscriptions via HubSpot Forms and HubSpot Imports.
- Data migration: Migration of records to subscriptions based on agreed criteria; updates to partner records and customer record subscriptions.
- Documentation: Comprehensive documentation was provided including revised setup and functionality along with new components, to ensure updates were understood and approved by the team prior to launch.
Launch
- Core CRMT team alignment with core Sectigo Marketing Operations team.
- Weekly status calls with sign off for all recommendations and documentation.
Enablement
- One-to-one support provided for key Sectigo team members to test processes
- Review of requirements to ensure project success and future-proofing.
What were the key achievements?
CRMT Digital began supporting Mambu’s marketing evolution by reviewing its lead scoring processes in HubSpot, as well as other elements including account scoring and lead grading. This allowed the business to move from a basic lead scoring model to a more sophisticated, behavioural lead scoring model that included score degradation over time to align with sales cycles. In parallel, CRMT Digital introduced social media scoring
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GDPR Compliance infrastructure across systems capturing evidence of individual consent.
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Detailed insight across individual and overall marketing consent to better inform marketing initiatives.
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User friendly preference centre allowing individuals to tailor their marketing communications based on individual preferences.
Next Steps
With the core compliance framework in place, CRMT Digital continues to work with Sectigo to optimise processes, streamline marketing operations and support future data governance improvements.
