CMOs’ Playbook to Thrive in a Privacy-First Environment

With the demise of third-party cookies, CMOs are shifting their focus to consent-based marketing to thrive in a privacy-first world.

As consumer and market demands evolve, CMOs have to make strategic changes to their marketing campaigns to suffice the needs. B2B marketing leaders are exploring new opportunities to exceed customer expectations and add value to the business. Governing authorities around the world are modifying their consumer privacy rules and regulations to ensure consumers’ right to privacy is protected.

On the other hand, B2B buyers today expect other enterprises to offer a personalized experience that meets their unique requirements. With the evolving consumer privacy rights and customer expectations, CMOs can strike a perfect balance between them to thrive in a privacy-first world.

Also Read:-Techniques for B2B Marketers to Boost Customer Experience and Strengthen Trust

Here are a few strategies that B2B marketing leaders can implement to comply with all the privacy regulations:

Develop consent-based marketing campaigns

Buyers today are aware of their rights and responsibilities around sharing data. It will not be sufficient if the organization considers privacy as an obstacle or an obligatory compliance step. Enterprises, while collecting data from potential buyers, need to ask for their permission to store, manage and process data. Marketing workflows that clearly state privacy demands beforehand will help to increase the transparency related to the processing of consumer data. 

A disjointed pop-up with general accept or decline verbatim will not suffice for the privacy customer demands. Enterprises need to continuously demonstrate integrity by setting clear expectations and actions that support them to ensure data privacy. If businesses do not follow through with the privacy norms set, it will have a negative impact on the customer relationship.

CMOs should consider setting up workflows that promotes proactive communication throughout the customer lifecycle. B2B marketing leaders that want to shift their focus from selling features and services to buyers to sufficing customer needs; need to have a visible privacy page irrespective of the channel. Transparent, clear, and consumer-friendly language in all digital channels will help businesses thrive in a privacy-first world.

Also Read:-Cloud-native CMS is Making Content Management Easier

Leverage first-party data

The marketing leaders need to set internal workflows in the presales operation that ensures all the data-privacy-related requirements are met. An advanced Content Management System (CMS) that unifies all the touch points in the B2B purchasing process will help to ensure consumers’ right to privacy. Implementing a centralized data system that will store and record customer preferences, helps to improve brand trust because the consumer preferences are adapted in real-time. CMOs that aim to thrive in a privacy-first world need to find creative ways to offer a customized customer experience in less intrusive ways. B2B enterprises should consider eliminating outsourcing partners to gather data to embrace first-party data in their marketing campaigns.

Leveraging first-party data will help the teams to create more transparency between the organization and buyers at all the data-sharing points throughout the customer journey.

Keep the entire workforce in the loop

It is crucial to consider all the important feedback from the entire workforce throughout the data privacy development process. Developing and enforcing internal data privacy strategies in the organization will enable enterprises to maintain data privacy from the beginning. CMOs should consider setting more transparency around the business data privacy goals and assign ownership of the same to the crucial departments that play a crucial role in its successful execution. Educating the entire workforce, stakeholders, and clients about the organization’s goal to thrive in a privacy-first world will enable enterprises to ensure customers’ right to privacy.