Speaker: Peter Bell, Sr. Dir. EMEA Marketing @ Marketo

2. You wouldn’t try to
sell a Bald Man a
comb – right ?

3. Why GDPR is Good News for Marketers
Peter Bell
Senior Director, EMEA Marketing

4. Data processing
Data controller
Personal data

5. 2
6 Principles
Lawfulness, Fairness
& Transparency
Purpose
Limitation
Data
Minimisation
1 3
Accuracy Storage
Limitation
Integrity
& Confidentiality
4 5 6

7. Craziness of the data flow
Start End

8. Not just process change

9. Panasonic Europe
Stephen Yeo, Marketing Director

10. Marketo in Panasonic’s GDPR implementation
• System of record
• Data Retention policy enforcement
• Process enforcement

11. System of record for Marketing preferences
CRM ERP Warranty
Database
Partners

12. Data retention policy enforcement
• Competition entrants
• 1 year.
• Marketing opt-ins
• Will remain as an opt-in until they unsubscribe via the
subscription centre
• Contact us sales forms or inbound telephone sales
inquiries
• 1 year.
• Warranty registrations and customer service calls
• 5 years. We may need to contact you in case of product
recalls (health and safety).
• Customers and partners
• 6 years from the last time we engage with you (email,
meeting, telephone call).
All data (accounts, transactions, people)
All Personal
data
Personal
data
inside
retention
policy
Marketo removes the red personal data
outside the retention policy automatically

13. GDPR process enforcement
• Marketo collects all personal data and time stamps it
 Web, Call Centre, CRM, Warranty Database
• One place for opt-in and opt-out
 Subscription centre (multi-category)
 CRM opt-in opt-out disabled
• Double opt-in (email confirmation of opt-in choice)
• Encrypted
• Limited access
• Hierarchy of Marketo user rights

14. Legitimate interest

15. Applicability

16. 1 2 3
5 6 7
4
Link to our
privacy policy on
every form
Data source
transparency
Consent fields
on every form
GDPR consent
operational
program
Email Opt-out
made easy
Web tracking
and cookie
opt-out
Added custom
fields to Lead
records that
document
consent
What is Marketo doing? (as Data Controller)

17. Improve marketing performance,
not just basic legal compliance

18. Resources for You
1. Download the ‘Practical Guide’ from
Marketo.com
2. Follow Alex Wall’s and my own blog posts
3. Keep posting questions & feedback in the
Community
4. Marketo Instance GDPR Review. Contact
services@marketo.com