Karin Holmgren – Sr. Manager, Global Marketing Ops, Pitney Bowes

1. GDPR & OUR WEB FORMS NIGHTMARE
KARIN HOLMGREN
@karinatrandom

2. About Pitney Bowes
Global company – with legacy HW (mailing) business, emerging
eCommerce services and large scale SW offerings
MarketingOps supports development and work in all LOBs and regions for
Marketing Automation, including creation of forms
Challenges emerge with managing complexity of and building of these
forms

3. What’s the big deal about web forms?
• Generated over 20K MQLs
Converted to over $720M in won revenue in 2017-2018
• Security & legal risk to the global enterprise with over 4,000 web
forms on several disparate platforms collecting inconsistent
information
• GDPR raised the bar with European consent with a due date

4. THREE CHALLENGES
#1 Multiple and unconnected legacy platforms carried web forms across all
regions with no consistency in data fields or legal policy – from Japan to
Canada.
What we did about it:
Using Salesforce Marketing Cloud as a single, unifying platform, we reduced
or migrated 4000 forms in 2017 to less than 500 in 2018, an 88% decrease.
In doing so, we forced forms to carry consistent fields for qualification, scoring,
opt-in and legal language appropriate by country by midnight on May 24th.

5. THREE CHALLENGES
#2 Prior to the consolidation, we could not provide a list of web forms in
market – thus could not provide accurate lead activity or web traffic counts.
Reporting on this marketing tactic was lost. No list meant a major business
risk to troubleshoot spam bots and to prepare for GDPR.
What we did about it:
Prior to the migration, we wrangled lead data to match to forms. We
developed a forms retirement policy based on these volumes. Now we rely
on the forms configuration data extension as our source of truth.

6. THREE CHALLENGES
#3 Time spent to update each form took over 175 mins. end-to-end due to
searching for the form, then testing, receiving approvals, load times into the
platform and team handoffs to the web team for go-live.
What we did about it:
By leveraging the data extension, now the time spent to update forms takes
20 mins. per form, reducing time by 66% and can be done by 1 person.
This saved over 11,600 developmental hours and reduced costs by over
94%, saving over $800K.

7. What GDPR looked like for us in Marketing Cloud
• Updated all email footers & templates for EU countries, including the UK
This included over 300 triggered or journey emails
• Updated roughly 200 web forms for EU countries to carry compliant
consent language
• We retired any form that generated less than 10 leads over 6 months and
shut off the related web page
• Worked closely with our Legal team and appointed an SME for Client
Preferences in Marketing

8. Thank you
MICHELLE SMART MIKE MARINO ROSELLA VELARDE