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How to Scale Your Consent and Privacy Management Process

Last fall, I shared some tips and strategies to help marketers building a consent and compliance process. Chances are, you’ve started on that journey. But as you develop those processes, your business is still growing and evolving. So what can you use to help scale those efforts as your company naturally grows toward bigger and more complex audiences?

At Salesforce and Pardot, Trust is our #1 priority. We want to do everything in our power to ensure that our users can build the same trusted relationships with their customers that we have with you. Take a look at some of the tools available to help you to increase customer trust.

Introducing the Salesforce Privacy Center

As your company grows in complexity, your policies around data management and consent do, too. You’ll need to manage more policies and rules and enforce them across different contexts. To aid this effort, Salesforce released a suite of tools with our Customer 360 Truth platform to alleviate this pain: the Salesforce Privacy Center.

With the Salesforce Privacy Center, you can easily create policies around customer data and automate those policies to ensure that your company is compliant with requirements set forth by laws like GDPR. This new application provides a one-stop shop for handling privacy and consent features, with more on the way.

In its current release, the Salesforce Privacy Center is an add-on feature in Salesforce that can help any growing company define how to handle customers’ personal identifiable information (PII) at scale. If your company is moving into several new markets or has grown its audience size, this add-on is worth investigating.

Expand Your Consent Records with the Individual

Most Salesforce users depend on the accuracy of their leads’ email opt-out fields to know who they should and should not email. But in the growing realm of privacy, that one field no longer captures all the nuances of your customers’ privacy and consent. In cases like these, Salesforce marketers can augment their consent model by using Salesforce’s Individual object.

The Individual is Salesforce’s preferred consent data model, and it’s designed to be flexible and granular enough to easily adjust to any company’s specific business strategy. Utilizing the Individual can help you be more diligent with the type of consent you store on behalf of your customers and more mindful in contacting only the most interested customers with your sales or marketing emails.

With the use of APIs and the objects, you can work with your Salesforce Admin to tailor a robust and thorough consent management experience fit for your company.

Explore All of Pardot’s Tools for Tailoring Marketing Consent

Going beyond Salesforce itself, you may need to scale and adjust your Pardot consent strategies too. This is especially true for businesses that take on and segment several Pardot Business Units (BUs) to target multiple markets. Managing consent across these units can be especially difficult, and if you want to market to the same individual across product lines, the complexity only grows.

Pardot is investing in this space. Our Spring ‘21 release will provide new tools to make it easier to manage marketing consent at scale. 

  • You’ll be able to sync prospects safely across BUs with improved APIs, which will allow for granular and controlled consent updates
  • You’ll have more options for defining your unsubscribe experience and capturing the right consent data from customers.
  • You’ll have access to updates for Salesforce Privacy Center along with more granular control of unsubscribes in Pardot.

Watch for feature updates and start thinking about how you can use them to improve your existing processes.

Learn more about Pardot’s existing features for helping marketers comply with today’s privacy regulations.

This blog post is part of our security, privacy, and technology series.