As the experience, the economy expands and as more platforms and solutions shift to experience-driven marketing, it has become imperative that marketers acquire the ability to create unique experiences for customers and prospects. It is equally important to have the ability to scale that experience. For marketers that play on a global scale, it also becomes critical for them to handle the complexities of regulatory and legal data maintenance and martech compliance.

To meet these needs, the software and technology provider SAP is launching SAP Customer Identity and Access Management a new B2B software-as-a-service (SaaS) solution – that will allow users to securely grant third parties access to first-party data, share sensitive information and manage regulatory compliance without the threat of exposure to security risks.

According to information shared by SAP, the SAP CIAM for B2B will be deploying a single solution to manage the entire lifecycle of customers and digital partner identities, consent, authentication, and authorization. It will enable simplification of the customer and partner access, hence reduce IT complexities with business policy-based access control and organizational access management. For security, it will capture and track user preferences and consent across their full lifecycle, address data protection and privacy compliance, and build trust with customers and partners.

“Effective Experience Management is built on engaging customers and partners at every touch point,” said Ben Jackson, general manager, SAP Customer Data Cloud. “Those first conversations are critical, as they set the tone for the relationship. As the relationship matures, so does the complexity of managing a potentially massive network of external stakeholders globally, with access to internal data. SAP CIAM for B2B is the first package of solutions that offers policy-based access control, looking at the wider context of who you are before granting a partner user access to data. As we reach the first anniversary of GDPR, we are now also providing a smarter way to manage a deeply complex ecosystem while maintaining trust.”

Undoubtedly, security and compliance need to be a top priority for today’s marketers, and platforms that address these concerns are a sore necessity, with solutions to help manage increasing complexities.