Splash and Etumos cover key considerations for staying compliant with privacy laws in event marketing, including how Splash integrates with Marketo.

1. The Perfect Connection:
How to Build Compliant Event
Programs

2. A quick disclaimer
What to consider as
you prep your event
Dive Into: Splash
Architecture
Dive Into: Marketo
Architecture
Reminders & Best
Practices
Today’s
Agenda

3. Today’s Speakers
Kara Walter
Director, Marketing Ops
Splash
Keely O’Neill
Demand Generation
Manager
Splash
Nichole Tucker
Sr. Marketing Manager
Etumos
Keith Nyberg
Martech Consultant
Etumos

4. Disclaimer

5. We are not lawyers. This webinar content is NOT legal advice
on how to literally stay compliant with any privacy policy,
including but not limited to: CANSPAM, CASL, GDPR, CCPA.
BUT we can help you with what questions to ask, and some
suggestions on how to make it happen with technology.

6. It can either be our
friend or our
frenemy.
Compliance

7. Prep.

8. Privacy compliance.
There’s lots of different
methods out there.
Opt-In
Opt-Out
Double Opt-In
Cookie Acknowledgment

9. Privacy Compliance
Implementation Process
Legal defines
all privacy policy laws,
prepares to instruct
Marketing on company
position re laws
Marketing ops handoff
Conversation and determination of
ideal state, i.e. how legal interprets
those laws
Marketing ops formulates
and implements processes that translate
company position for processing leads,
including how to reconcile existing records
in the database and retroactively apply
Marketing ops instructs
the rest of the Marketing team, sales, SOPs, on
what is required in order to communicate with
prospects in compliance
Marketing event team
ensures they are capturing the right
fields, supplying the right information
to Marketing ops for processing
1 2 3 4 5 6
Database reconciliation
Marketing ops runs retroactive
processing on existing database
*Legal sign off
Final legal review of process build out

10. CAN
SPAM
GDPR
…
…
…
Location of
your
audience.
CASL
• Be prepared for all
policies
• Individuals vs. HQ
locations
• What happens if a
person moves from
one policy region to
another?

11. H A V A N A , C U B A
D A L L A S , T E X A S
A , A U S T R I A
B R U S S E L S , B E L G I U M
MELBOURNE, AUSTRALIA
M U N I C H , G E R M A N Y
S A N D I E G O , C A L I F O R N I A
W H I S T L E R , B C

12. Virtual or in-
person.
Both require a process.
• Virtual is slightly easier
(queue the T&Cs, opt-in
boxes, yadda yadda).
• In person events requires
prospect facing staff
training. And more.

13. Hosted, or
sponsoring.
Getting more complicated,
Nichole.
• But the Sponsor
Company has a whole
set of T&Cs in place! Off
the hook?
• Hosting events mean a
whole new set of
considerations

14. EMAIL OPT-IN
( T/F)
EMAIL OPT-IN
DATE/TIME
D ATE/TIME OF FOR M FILL
OR LIST AC QU IR ED
OPT-IN
SOURCE
SOU R C E, MED IU M,
CAMPAIGN
How you’re collecting data, what you’re
collecting, and who is collecting it?
Business CardsScannersForms Concierge

15. Transferring
knowledge back
to systems.
Ugh, Nichole.
• Forms, concierge forms
= fields are synced!
• List uploads are trickier –
use a template to supply
the right info to MOPs
• Stick to your guns

16. Splash + Marketo

17. Splash Integrates into Your Stack

18. Operationalizing
compliance starts here.
Capture and sync all pertinent
information, including
compliance-related data from
one form and page

19. Same form, different
experience.
Stay compliant with conditional
logic and GDPR consent
processing upon registration
All information syncs down to
Marketo instantly

20. Bi-directional syncing
Marketo program creation
Token and field mapping
Real-time status updates
Utilize existing Marketo
email templates
Integration
Excellence
Yes, I said excellence.

21. Marketo program
creation

22. Token and event
field mapping
Real-time status
updates
Lead field
mapping

23. >>
Like we
said, pure
magic.

24. Marketo Architecture

25. It all starts with a segmentation.

26. The Segmentation
• One Segment for each
Compliance Process
• Including variations of
Inferred and Person
Information
• Organized based on priority

27. The Segmentation
• One Segment for each
Compliance Process
• Including variations of
Inferred and Person
Information
• Organized based on priority

28. Next, we need some fields.

29. EMAIL OPT - IN :
BOOLEAN
D O N OT C ALL/
D O N OT C ALL R EASON
U N SU BSC R IBED /
U N SU BSC R IBED R EASON
EMAIL OPT - IN D ATE/TIME:
D ATE/TIME
EMAIL OPT - IN SOU R C E:
TEXT
EMAIL OPT - IN STATU S:
STR IN G
Fields Managed
by the Program
C ON SEN T EXPIR ATION D ATE:
D ATE

30. Finally, a program to manage
the processes.

31. The Program
• One folder to manage
original sorting into the
program on person creation
• One folder for each
compliance process
• One folder to manage
retention/withdrawal of
consent

32. 0. Triggers
• A-C Functions
• 010 – Sort Into Privacy
Compliance
• 090 - ERROR

33. 1-4. Folders
• Controller (ALL)
Segment Δ
• Consent (CASL/GDPR)
Email Opt-In Δ
• No Consent (CASL/GDPR)

34. SEN D D OU BLE OPT - IN EMAIL
IMPLIED CONSENT:
IN QU IR Y
IMPLIED C ON SEN T:
EX- C U STOMER
IMPLIED C ON SEN T:
C U STOMER
C ON SEN T EXPIR ED
D OU BLE OPT - IN C APTU R ED
C ON SEN T W ITH D R AW N :
U N SU BSC R IBED
C C PA PR OC ESS
Implied Consent
Double Opt-In
Data Retention
Withdrawal of
Consent

35. Best Practices.

36. 1. Keep your conversation with legal open - always.
2. Build scalable architecture that can grow and evolve
with you.
3. Be prepared to capture data other than digitally and
beyond.
4. Only show what’s relevant to the people it’s relevant to.
5. Be intentional on the data you’re storing

37. Q&A

38. Resources
• splashthat.com/compliance
• splashthat.com/resources/gdpr-and-event-marketing
• splashthat.com/resources/event-marketing-data-
integrations-whitepaper

39. Thank You