PRIVACY-COMPLIANT MARKETING AUTOMATION: HOW TO USE TOOLS WITHOUT COMPROMISE

In today's digital world, in which customer contacts and interactions take place via various channels, it is crucial for companies to conduct effective marketing. Marketing automation tools are playing an increasingly important role in this. However, while the automation of marketing processes offers many advantages, it is equally important to ensure the security of personal data. In this blog article, we would like to show you what marketing automation is, what advantages it offers for companies and how you can protect your personal data in HubSpot with the eperi® Gateway.

WHAT IS MARKETING AUTOMATION?

Marketing automation refers to the use of software platforms such as HubSpot to automate marketing activities and personalize customer dialogue. With marketing automation, companies can generate, nurture and convert leads into paying customers by creating targeted campaigns, setting up automated workflows and measuring the success of their marketing activities. According to a study by Nucleus Research, the use of marketing automation has led to a 148% increase in user productivity, lead generation and customer retention among the companies surveyed.

Benefits of marketing automation for businesses:

• Increase efficiency: By automating repetitive tasks, marketing teams can use their time and resources more efficiently and focus on strategic initiatives.
• Customization: Marketing automation enables the creation and delivery of personalized content and offers to target customers in order to improve the customer experience.
• Lead Nurturing: Automated workflows enable companies to increase engagement of potential customers with relevant information and offers to support the sales process.
• Data-driven decisions: Marketing automation tools provide detailed analytics and insights that enable companies to measure the success of their marketing campaigns and make informed decisions.

WHICH DATA PROTECTION CHALLENGES ARISE FROM THE USE OF MARKETING AUTOMATION?

One of the biggest challenges when using marketing automation is data protection. Following the repeal of the Privacy Shield agreement in July 2020 by the European Court of Justice (ECJ), the transfer of personal data to the USA is no longer compatible with the General Data Protection Regulation (GDPR). The US legal situation allows the US authorities to access all data in the possession and control of US companies without a court order. This poses a problem, as the level of data protection in the US is considered inadequate.

WITH EPERI® YOU ENSURE THE DATA PROTECTION-COMPLIANT USE OF HUBSPOT!

eperi® offers a solution to ensure the data protection-compliant use of marketing automation tools such as HubSpot. The eperi® Gateway encrypts and tokenizes personal data in HubSpot, the most popular marketing automation software. With the eperi® REST Protection Proxy, policies can be configured for individual REST endpoints in HubSpot to ensure security. Functions such as search remain available despite encryption and tokenization at field level.

With eperi®, companies can continue to use all of HubSpot's powerful marketing automation features while ensuring that their customers' and partners' data is protected. By using HubSpot in a legally compliant way, companies can avoid reputational damage and comply with GDPR requirements.

Conclusion:

Marketing automation is an indispensable tool for successful marketing communication. It enables companies to create more personalized customer experiences and make their marketing and sales processes more efficient. However, it is important to keep data protection in mind and to use data protection-compliant solutions such as the eperi® Gateway to ensure the security of personal data.