Maximize web conversion

Maximize web conversion from existing and organic web traffic in 2021 [Part 2]

Part 1 of this piece focused on changing market dynamics. We looked at the steps marketing teams need to take to enable web visitors to convert and how to scale that effectively. Here in part 2, we’ll cover more specific conversion rate optimization strategies you can deploy to make it much easier (and therefore more likely) for customers to convert.   

As a brief reminder of the context of this conversation, COVID-19 has meant a significant change in B2B and B2C consumer behaviour. Most buyer’s time is now being spent at home on the internet.  Countries with a lockdown have experienced a minimum increase of 30% web traffic.  

GatedContent.com spoke at B2B Marketing Virtual Expo on the subject, 2020: The Year Web Conversion Became Business Critical. We led with advice about how to make the most of this year’s surge in web traffic, in the face of dropping direct response conversions and a lack of opportunity for face to face selling.

Conversion rate optimization (CRO) is all about improving the user experience, boosting your commercial position is somewhat secondary.  You need to make changes based on improving a prospect’s user journey and reduce friction as much as possible, which will impact their feeling towards your brand and increase the likelihood of conversion. 

Step 1 - The 3 critical ways to approach CRO strategy

Take a robust approach to split testing

Just like with a media campaign, you would test calls to action, creative and copy.  This should be the same approach with form strategy.  In reality however, people create a form once because it matches their data requirements of what a lead looks like, and then they put it on the website and forget about it.  Because it’s so difficult to go through the process of remapping fields and redeploying every time you want to make a change, people don’t do that so forms stay static which is a huge missed opportunity. Split testing form messaging, length of field and specific questions will allow you to determine which factors affect conversion the most for your audience.

Form simplification

  • Gating levels – One area that’s vital to test on forms for web conversion is different gating levels.  Asking the question, what is the data requirement to call a conversion a lead, then working back from there will help.  For example, should you ask for first and surname, or just first to make it simpler?  Is it a lead requirement for sales that you need a phone number or could that come later down the line?

     

    The question is, at this stage of a buyer journey, would it be better to significantly increase the number of conversions by reducing the amount of form fields required, with a view to subsequently converting at a higher rate through nurturing via email, retargeting or progressive profiling?
  • Modal vs. inline – Should the form be modal, where it’s a button on a landing page then a form pops up?  Or should it be inline where you show all the fields on the page?  Should you look at different buttons and anchor tests that lead to forms.  There are a number of options here that could significantly impact your results so thorough split testing is imperative.  

  • Progressive profiling – Progressive profiling helps build a picture overtime.  The more information gathered indicates increasing buyer intent and enables organizations to build a more accurate picture of the prospect through tracking of multiple web sessions, page visits and content consumption.  This means you’re able to better target that individual overtime with increasingly relevant content and offers, giving a far greater chance of a sales conversion.  

  • Multi-step – multi step forms reduce friction on an individual form by showing less fields at a time and indicating the progress through the form to the user.  This approach results in a more informed user journey with fewer fields to fill out per page, reducing overwhelm and where the time it’s going to take is explicitly indicated making it more likely the conversion will be seen through to completion. 

  • Pre-population – Filling out information in advance or narrowing a list of options as you type are both tactics that can really help the prospect move towards a form conversion.  

     

    • Pre-population are automatically fills out pre-defined fields based on information already held on that prospect, helping the user avoid having to retype in information when you’ve already got it.
    • Typeahead narrows down a list of options as the prospect types.  Using this tactic improves the user experience by supplying a list of possible choices based on the text they’ve entered while filling a form or searching something — similar to the Google Search bar.
    • Geolocation helps automatically populate the country field in a form by using the IP address.  This can be manually updated by the user if for example they’re using a VPN and their location isn’t clear.  This really helps when segmenting user data by location, and allows content like data protection guidance to auto-update according to the rules in the country the user is operating in.

Conversational marketing

Platforms that have AI technology, incorporate conversational marketing is an area where we’re seeing significant improvements in conversion rate for web traffic.  Exploring how you can have a conversation to drive an engagement with a prospect on your website, rather than serving a full form straight away will significantly improve the quality and volume of leads. 

Case Study Example – ChowNow 

US based food ordering service ChowNow worked with GatedContent.com to implement a CRO project based on making more of their existing website to drive high quality leads.  The process we took was: 

  • Testing and optimization of the text, style and place of their demo request button 
  • Removed 2 form fields through split testing conversion rates 
  • Integrated GooglePlaces data to improve UX and data selection 
  • Tested inline vs. modal forms

This project resulted in a 50% uplift in conversion rate in demo requests which is a fantastic example of the impact split testing forms can have.  What would a 50% uplift in inbound leads do for your business?  

Step 2 - Are you making the best use of your data?

In this section we will explore data measurement, governance and insight. Looking at how you can use the data you’re capturing to drive insights that allow better decisions down the road on both marketing optimization and from a commercial pipeline perspective is a critical building block when addressing CRO.

Global compliance

Are you ensuring your compliance with required legislation (eg. GDPR or CCPA) and are your web forms always robust in how that data is captured?  Do you have people deploying forms that don’t meet those requirements or don’t map to the right field for marketing opt-in?  Compliance is a huge risk for businesses and the repercussions of getting this wrong can affect your brand reputation, not to mention significant fines.  

If you’re looking to leverage data for ongoing segmentation and nurturing, all of these things rely on data quality at the point of capture.  It is very difficult to go back to update and improve data quality later.  Making sure data is clean at the point of capture, and that global compliance is consistently adhered to is critical to enable marketing to be effective so ongoing nurture can be carried out. 

Attribution

A lot of people look at attribution as ‘where a lead came from’ working on a first or last touch basis.  What that restricts is really understanding what journey that lead has taken and which touchpoints that lead has experienced.  If you’re in a B2B environment with extended buyer journeys you’re going to have a series of touch points before that person becomes a lead or a closed won deal. 

Understanding those touches, piecing them together and ensuring you capture that data in a clean way then means you can inform justification for marketing budgets going forward.  Part of the evolving role of the marketing ops director is finding ways to gather that proof to support future investment decisions.

Conversion performance

We’ve mentioned CRO and split testing, which applies to both a form, and the page it sits on.  Understanding the conversion rate of the form vs. the page is critical to understanding whether it’s the form, the page or both that are causing problems.

The other aspect of tracking conversion performance is enriching the data you’re working with.  For example, you might have data capture on forms that covers job function or seniority.  Rather than using that information standalone, you can pass all of that data into web analytics which allows rich insight to look at how specific buyer personas are engaging with your content and web pages and what downloads are they’re consuming.  Instead of just knowing your highest performing assets, you know the highest performing asset by persona.  You can also tell which channels drive web visits from which persona. That level of insight is invaluable. Making sure the data on your forms is being leveraged and used more broadly is a great opportunity to drive value from forms beyond simple lead capture.

We hope this short series has helped give some clarity and actionable examples of how to maximize web conversions from existing and organic traffic.  If you’d like further guidance take a look at the resource below. 

For further guidance on web conversion optimization check out our Marketing Operations Guide to Web Conversion Optimization. 



How much you could improve your web conversion by?

By analyzing your current web conversion rates and optimization practices, we can estimate the projected uplift in leads you can expect from working with GatedContent.com.

Maximize web conversion

Maximize web conversion from existing and organic web traffic in 2021 [Part 1]

COVID-19 has meant a significant change in B2B and B2C consumer behaviour. Most buyer’s time is now being spent at home, you guessed it, on the internet.  

Countries with a lockdown have experienced a minimum increase of 30% web traffic. Even in a crisis, brands have an opportunity to take advantage of that uplift if they understand what their target audience needs from them at this time. 

GatedContent.com recently spoke at B2B Marketing Virtual on the subject, 2020: The Year Web Conversion Became Business Critical. We led with advice about how to make the most of this year’s surge in web traffic, in the face of dropping direct response conversions and a lack of opportunity for face to face selling. 

72% of marketers are telling us that in spite of decreased budgets, their marketing goals are likely to stay the same or even increase going into 2021, meaning conversion rate optimization has never been more important. This post will give you a starting point for optimization and provide some tactical ideas for you to test along the way.  

Aspire to earn customer trust in this period of disruption

Before you begin this exercise to maximize web conversion from organic traffic, you need to get clear on the big picture. The reality that the stats and anecdotal feedback are all supporting is that the majority of prospects are looking for authentic help and a deep understanding of their challenges. At this time they’re more interested in fostering connections for the future than making purchase decisions right now.

We’ve gathered some resources below that might help you think differently about alternative engagement strategies for your audiences during this period of long and uncertain buyer journeys, positioning you for success later down the line. 

Capitalize on segmentation strategies

Given the new digital landscape and cautious mindset in which buyers are making purchasing decisions, companies that capitalize on segmentation strategies will gain an edge. Such strategies will also enable more precise allocation of marketing efforts towards those areas with the greatest revenue potential.  Check out this guide to segmentation from B2B International.

Collaborative sales and marketing

Now has never been a better time to solidify the relationship between sales and marketing.  We need to work together to create customer experiences that are appropriate to the landscape we’re operating in, repurposing content to make it softer and less sales driven and utilizing the extra time sales teams now have to create insightful webinars or live streams. For further inspiration and ideas for how marketing can now engage with sales, based on the shift in B2B buyer behavior, check out this from Mckinsey.

Live streaming

Live streaming is a powerful, organic and authentic way to connect with your target audience and personalize your message in a way that’s unique compared to other marketing mediums.  For a complete guide to live streaming check out Neil Patel’s blog here.

Step one to improve organic web conversion

Now we’re clear on the big picture, the best place to start with web conversion is to conduct an audit of all current conversion opportunities you have out in the public domain. The list below will help get you started.

Scaling web conversion

Traditionally marketers are focused on campaign execution and activity, but in the current climate creating and running new campaigns isn’t easy as they require high levels of resource investment.  You’ll see from the list above, landing pages; campaigns and technical builds all require time or paid investment.  Contact forms, direct outreach to sales and product demo requests tend to happen later in the buyer journey which isn’t happening at the moment. 

 

Your best bet for organic conversion is to focus on your gated asset strategy and virtual events/ webinars. Whilst budgets are tight, focus your efforts on how to use existing assets, or easily repurposed formats to drive greater conversions from organic web traffic. 



Step two to improve organic web conversion

Look at how you can do more with what you’ve already got.  Work smarter in a way that focuses specifically on your organic web traffic. 

Leverage content to convert 

Begin by reviewing your highest performing content assets. Gather a list of these and brainstorm how you might repackage these into different formats. For example, if you’ve got a webinar that converted particularly well at the time it was released, could you break it down into a shorter, easily digestible advice series? Similarly, could you identify high performing blogs, and turn that into a five minute video?  Integrate this new content across your web user journey sitewide to further optimize your SEO and increase the likelihood of content being found.  Make sure you review what content is gated and what’s not.  Are you offering too much for free?  Or not enough?  You need to strike a balance between lead capture for long term nurture, and positioning your business as genuinely helpful.  

 

Convert more organic traffic 

Review high traffic landing pages and optimize the most relevant ones for search intent. The key here is to think about your content in the context of your SEO.  You might have created content in the past that was themed to a specific campaign.  But now you want that content to be searchable and relevant to your website’s keyword strategy.  Then create and add relevant CTAs around the intent for that page. 

 

Scale across divisions/regions 

Repackage these first two steps and consider if you can’t execute new campaigns how can you look after the evergreen engagement. Talk your regional teams through that process, start using tools like Google Analytics or Search Console, create dashboards and train your teams to implement a repeatable process that adheres to their region’s SEO strategy.   

Step three to improve organic web conversion

Look at how you can remove technical barriers. Making more of the traffic you have usually relies on web development or technical input. The necessity for highly skilled resource slows activity down and makes it hard to scale. Enabling your teams to deploy CRO tests and changes quickly will be cost effective and allow you to carry out more activity in the time you have available. 

A good example of this type of enablement is form standards. If you’ve got different regions publishing different forms, can you work out a way that you can publish those forms via a template that doesn’t require technical resource to deploy changes? This enables teams to experiment quickly and test different types of conversions.  

Demonstrating a ‘what good looks like’ approach to organic CRO will really help your wider teams understand what you’re trying to achieve.  Going on to provide them the tools to make this process easy for them to implement themselves, as well as encouraging them to drive innovation through experimentation will all contribute towards your success.  

The second installment of this guide will cover in depth ways to improve conversion optimization once your prospect has found your content and using the data you’ve gathered from these conversions to inform your marketing decision making going forward.   Part 2 will be published soon, keep an eye out.    

For further guidance on web conversion optimization check out our Marketing Operations Guide to Web Conversion Optimization. 



How much you could improve your web conversion by?

By analyzing your current web conversion rates and optimization practices, we can estimate the projected uplift in leads you can expect from working with GatedContent.com.

Marketing Automation Forms

Why are Built-in Marketing Automation Forms not fit for Purpose?

There’s more to lead capture forms than meets the eye. Most businesses are keen to improve form conversion rates and increase their pipeline volume, the challenge is knowing how to do that.  Marketers often attribute poor conversion rates to an issue with their product or service offering or the volume of traffic they’re driving to their page.  In fact, there are several factors involving the lead capture form itself that might be influencing the volume and quality of your conversions, but these can be really difficult to identify.

Form standardization and efficient deployment are critical success factors when it comes to conversion rates. More often than not though, built-in forms used in marketing automation platforms don’t have the technical capability to deploy and test quickly and effectively.

This is why it’s important that marketers understand why the forms they’re currently using may not be fit for purpose, and more importantly, why they might be negatively affecting conversion rates

A quick example

Using one of GatedContent.com’s clients as an example, global imaging and information technology solution provider Canon’s challenge was how to deploy content gating. They’d made a significant investment in content creation, but with no gating strategy in place the company was relying on landing pages and forms built with third-party marketing automation platforms.  

Form development was labour intensive and highly complex. Over large-scale, pan-EMEA campaigns, the costs of deploying forms escalated rapidly leaving their content investment largely under utilized.

Canon found that the forms created within their marketing automation platform weren’t built for scale or regional differences. Minor changes were incredibly labour intensive to deploy and keeping track of where forms were displaying and how they were performing was challenging.

What are the specific problems with built-in marketing automation forms?

There are a few danger zones, particularly for enterprise businesses when it comes to using built-in forms. 

No country-by-country personalization 

Global privacy is a serious issue. Privacy laws vary by jurisdiction and it’s critical that you automate data capture to adhere to the rules and language of each specific country. Most built-in marketing automation forms don’t come with that functionality.

Most built-in forms are HTML

The fact most built-in forms are HTML means that if you’ve built a form and replicated that form across 10 pages on your website for various pieces of gated content, and you then decide you’d like to run a test to see if adding one extra field might impact conversion, that change has to be made manually on every page that hosts your form.  Alternatively, if all your forms were linked to one master template, you could make the change in the master and it would automatically deploy across all 10 pages saving huge amounts of time. 

Inconsistent profile data 

Regional marketing teams often use built-in forms differently.  For example when asking for job title.  Some teams might offer a free text box, others a structured drop down.  Fast forward to monthly reporting on trends in regional buyer persona engagement, this becomes a very difficult task.  

If profile data isn’t consistently captured across regions, or even across different regional teams, accurate segmentation can’t be carried out which can severely affect marketing performance. Drawing on the job title example above, when testing a new set of messaging with a group segmented by job title, results are highly likely to be skewed and conclusions difficult to draw because the original segmentation wasn’t based on a consistent set of data. 

Inconsistent reporting data 

Consistent reporting data allows us to look at conversion rates or attribute form completions to inbound activity.  Built-in forms can make it impossible to capture that data, for example, if each region has a different method of attribution tracking for each of those forms, using differing UTM parameters you won’t be able to take a holistic view of the most successful channels because the use of a wide variety of UTM parameters means the data isn’t comparable. 

Because of this example and others like it, built-in forms can make data capture for reporting inconsistent and identifying trends from these data sources impossible.  Without access to high quality trends reporting, you can’t make business decisions with any level of confidence, meaning data capture efforts are ultimately pointless. 

Time consuming and expensive deployment process at scale 

As you can see in the example from Canon, as soon as they tried to deploy content at scale, it became a very expensive process. Built in forms are labour intensive, they require standardization and automation in order to work at scale. For Canon, by standardizing their forms and removing the need for technical deployment, they saved in excess of 350 hours on form deployment, representing a £35,000 saving in agency and supplier costs. 

Built-in marketing automation forms work fine for smaller businesses or for companies with limited marketing requirements. But the bottom line is if you’re looking to scale your marketing activity or, like Canon, you’ve made a significant investment in your content strategy it’s critical you carefully consider each step of your form deployment and work on strategies to scale it effectively. 

How much you could improve your web conversion by?

By analyzing your current web conversion rates and optimization practices, we can estimate the projected uplift in leads you can expect from working with GatedContent.com.

Form strategy and marketing performance

5 Unexpected Reasons a Great Form Strategy Will Improve Marketing Performance

According to Forrester, a new kind of company is emerging.  The insights-driven business.  Growing at an average of more than 30% annually and on track to earn $1.8 trillion by 2021. These “customer obsessed” firms symptomatically harness insights across their business and implement them to create competitive advantage. 

These businesses create closed-loop insights to optimize every customer engagement, to continuously improve outcomes.  The value of data insights has literally never been more important for businesses trying to stay ahead of their competition. 

There are vast areas of opportunity for insight data, this blog is exploring just one, and that’s the impact of a form strategy on lead generation and marketing performance.  In depth data insights are how businesses will remain competitive and grow market share.  This level of insight is particularly important when it comes to global enterprise organizations because just shifting the dial by 1% can result in a significant uplift in sales and a significant impact on revenue. 

Forms are forms.  They’re not something most businesses focus too much attention on.  But at GatedContent.com we’re quite the opposite.  We’re obsessed with the power and impact that good, cleverly considered forms have on buyer behaviour; lead nurture and revenue.  Here we’re going to explore five ways a solid form infrastructure and strategy will save you money and enable agile activity, positively impacting marketing performance. 

1. Increase Speed to Market

One of the challenges with the traditional approach to inbound marketing campaigns is the lack of autonomy marketing professionals have to change and A/B test different tactics.  Often the marketing team will need to rely on a web dev professional to deploy changes to forms or landing pages which can take time.  Building a form infrastructure that enables marketers to be in full control of technical changes means marketers are able to test, deploy, review and adjust all inbound activity quickly.

2. Reduce Costly Developer Time

For marketing and sales, the solution to developing a robust compliance strategy is a cloud-based consent process that covers all digital assets.  This must work in tandem with a cross-regulatory compliance strategy that has predetermined how the data privacy regulations relevant to your business overlap, in order to synergize compliance efforts throughout your organization. 

3. Redistribution of Spend in the Sales and Marketing Funnel

In most organizations marketing investment focuses on top of funnel awareness activity.  PPC; SEO; free trials; content strategy etc. this makes sense when generating the volume of leads required to meet revenue targets.  But what happens when you have high volumes of leads coming into the funnel, but there’s room for improvement on lead quality and bottom of the funnel conversion? 

This is where investment in technology and insights to fine-tune your conversion rates can have a big impact.  If you can improve conversion rates by even 1 or 2 percent that’s a significant boost to the bottom line.  Testing and tweaking form types; time of day; opt in; progressive profiling and pre-population through technology like GatedContent.com is an arguably more effective investment than top of funnel activity. 

Marketing funnel form strategy

4. Data Enrichment

Simply put, data enrichment refers to tools and processes that enhance, refine, or otherwise improve raw data. With several data-points feeding into your CRM, you’ll have a more robust profile of every contact. This allows you to improve your lead scoring and account scoring models and find the right talking points for every customer interaction, improving your overall customer engagement and ultimately conversion.  Using form strategies like progressive profiling and multi-step forms allows businesses to gradually build an accurate profile of the prospect over time, meaning you can target them with increasingly personalized content over time.

5. Reduction in Friction

A major hinderance to web conversion is friction.  Would you be able to quickly evaluate high friction forms vs. low friction forms and the impact this has on conversion rates?  Are all of your forms asking for similar volumes of information?  Do you know the percentage impact two fields vs. five fields has on performance?  These are all questions you should be able to answer if you’re taking a strategic approach to gating your content and form building.

Using multi-step and progressive profiling can reduce friction because you’re asking for a low level of commitment every time someone downloads a piece of content, making it far more likely they’ll complete the action. 

Use our web conversion optimization calculator and find out how, by analyzing your current web conversion rates and optimization practices, GatedContent.com can estimate your projected uplift in leads. 

GatedContent.com is the world’s number one enterprise web form and content gating platform. Providing global data governance whilst scaling inbound lead capture for marketing automation.  

Marketing Performance Benchmark Report

2020 GatedContent.com Benchmark Report

When it comes to making decisions based on marketing performance insights, access to your own data is critical. However, more data equals better decision making. GatedContent.com anonymize visitor data to gain insights into conversion behaviour covering multiple industries and buyer personas to identify global trends in marketing performance data that will supercharge your decision making.

This page is a summary of the analysis we undertook across the full spectrum of data we have available to us. Sectors ranging from manufacturing, technology, FinTech and business services. The data provides detailed insight into different aspects of marketing performance analysis from upwards of a million form submissions taken over the past 12 months.

Global data privacy and marketing performance

Using Global Data Privacy Compliance to Maximize Marketing Performance

We are in a new era of data privacy. Before the internet became a foundational part of everyday life for the majority of the global population, the definition of privacy was more straightforward. It was up to the consumer to choose what to share, when to share it, and with whom. But the internet complicated the way consumers share and receive information and in turn, how organizations manage and utilize this data responsibly.

 

Questions have been raised about whether major data breaches and increased discussion surrounding our personal data is impacting consumer anxiety over how their information is used and managed. Research undertaken by the Global Alliance of Data Driven Marketing Associations (GDMA) has good news.  In their 2018 research paper – Global Data Privacy: What the Consumer Really Thinks they found that consumer attitudes to data are changing in a positive way, making way for responsible organizations to utilize consumer data to their advantage, with full consent from the consumer. 

  • The majority of people (51%) surveyed across the globe were ‘Data pragmatists’ who will decide whether to share their personal information on a case-by-case basis, dependent on the benefits.
  • One in four consumers (26%) are described as ‘Data unconcerned’ having little concern about how their data is collected and used
  • Just 23% are unwilling to provide their personal information, even in return for service enhancement, they call these ‘Data fundamentalists’.

Despite differences across the 10 countries involved in this study, the overall trend towards a pragmatic approach to data is resounding.  Consumers increasingly understand that data has a big part to play in their lives.  

The caveat to that is 88% of those consumers surveyed cited transparency as the key to trusting organisations. This very reasonable expectation is further compounded by the fear generated from recent high profile data scandals including Cambridge Analytica and Capital One not to mention the increasing risk of cyber security breaches as technology continues to develop at light speed, putting further pressure on Governments and businesses to respond with even more robust security policies.

You only have to run a quick google search to find a long list of serious data breaches over the past ten years from high profile companies whose brand trust and reputations have faced significant long term damage. 

In principle it’s simple.  A healthy data economy relies on improving transparency and control for consumers which will help companies move into a much stronger position to utilise that data for continued innovation and growth, providing increasing value to their customers.

Implementation however is less straightforward. According to CIODive.com data breaches and cyber security are the number one concern for CEOs, over and above recession. 

The Data Challenge for Businesses

Whether you’re a start-up or a global enterprise, reliance on the internet and cloud based technologies mean data privacy needs to be at the top of your agenda.  The scale of the challenge obviously differs between SMEs and large corporations but the fundamental problem remains consistent. 

For the purposes of this post we’ll be focused on the challenges faced by global enterprise organizations. 

The facts: 

  • 87% of leads became unmarketable post GDPR 
  • Salespeople and regional marketers are increasingly going rogue and ‘doing their own thing’ making firm wide privacy compliance very difficult 
  • As the world becomes ever increasingly digitally driven and data reliant, your reputation and trust becomes more exposed to risk 
  • There’s a distinct lack of discipline around consent and lead capture 

GDPR wasn’t the beginning and it certainly won’t be the end of the introduction of data privacy regulations with serious consequences for businesses who fail to meet the standards. Strict data privacy legislation is appearing in more and more economies across the globe.  

Below are 9 examples of countries who have adopted, or are close to adopting comparable data privacy laws:  

  • Brazil’s LGPD is nearly identical to GDPR in terms of scope and applicability 
  • Australia’s Privacy Amendment (Notifiable Data Breaches)
  • In the USA there is currently no federal privacy law, but every state has its own. The strictest among them is the recent California Consumer Privacy ACt (CPPA)
  • Japan’s Act on Protection of Personal Information applies to both foreign and domestic companies that process the data of Japanese citizens.
  • South Korea’s Personal Information Protection Act has included many GDPR-like provisions
  • The Thailand Personal Data Protection Act is similar to GDPR but with penalties more complex than GDPR
  • Chile’s constitution was amended in 2018 to include data privacy as a human right 
  • New Zealand’s amendments to their 1993 Privacy Act are due to come into effect in December 2020 
  • India’s Personal Data Protection Bill (PDPB) was introduced to Parliament in December 2019 and is likely to pass in 2020

It’s clear that organizations operating globally have no choice but to adopt a cross-regulatory compliance strategy.  In this case, GatedContent.com primarily focus on data compliance from the marketing and sales side of an organization, which is arguably one of the highest risk areas for a business as that’s the point at which the majority of consumer data is captured. Failure to comply doesn’t just expose the organization to reputational risk, but it significantly impedes the effectiveness of marketing investment.  

The Solution

For marketing and sales, the solution to developing a robust compliance strategy is a cloud-based consent process that covers all digital assets.  This must work in tandem with a cross-regulatory compliance strategy that has predetermined how the data privacy regulations relevant to your business overlap, in order to synergize compliance efforts throughout your organization. 

  • Moving to a dynamic consent strategy will enable you to convert more high quality leads
  • Prioritizing data privacy makes contact and consumer lists more marketable 
  • Managing the global governance of web conversion and data acquisition 
  • Universal adoption of firm wide data privacy policies avoids breaches from localized marketing and sales teams and provides an audit trail 
  • Driving innovation in what consumer consent looks like will allow marketing teams to do more and be more agile 

Global Privacy Strategy - Sage Case Study

GatedContent.com have been working with global technology provider Sage who operate across 80+ countries.  This short case study outlines how the global privacy strategy we helped implement impacted their marketing performance.

After initial consultancy to build a data strategy, GatedContent.com determined the consent requirements per user based on existing data and user location.  This data was then used to provide dynamic privacy messaging which changes according to the users current location.  This framework was rolled out to ensure content capture policies were universally adopted across the business, removing the problem of unregulated localized activity and providing an accessible audit trail.

Sage saw a 69% uplift in marketable contacts and global data privacy compliance firm-wide. 

This is what Sage had to say: 

“We started using GatedContent.com over a year ago and I’m so glad we did. GatedContent.com ensures that we’re collecting all required fields, including those for GDPR and other regional legislation. The form submissions come into our database standardized so it reduces the need for data cleansing. It also ensures that all of our forms have the same look and feel across hundreds of branded webpages. We’ve had a number of changes during the last year and GatedContent.com support is impeccable”. 

What's Next for your Organization?

There’s only one solution to the privacy challenge, and that is to invest in the right tech stack that works together seamlessly and the engagement of data experts to ensure you’re compliant in every jurisdiction you operate in.  Beyond that, you need to be 100% transparent about your approach. 

This requires companies to consider the impact on privacy and the risks posed to their customers before doing anything with their data, striving to achieve a balance between privacy and innovation.  If your product or service creates real benefits for people by using their data, then you should adopt honest and open lines of communication, in return consumers will reward you with their trust and their custom.

GatedContent.com is the world’s number one enterprise web form and content gating platform. Providing global data governance whilst scaling inbound lead capture for marketing automation.