Using intent data is a powerful, proven way to identify in-market buyers. Crafting content rooted in data helps convert leads to customers — but if you aren’t using clean, compliant data, you could find yourself in hot water.
Handling customer data is a big responsibility, and you need to do so ethically. Otherwise, you may unintentionally burn bridges with quality leads or even face legal ramifications. So, if you’re using any kind of personal data for your marketing or sales efforts, you need to follow the rules.
In this post, you’ll learn:
- The basics of data security and compliance
- Key data standards and regulations
- Best practices for safeguarding customer data
- And how to vet your vendors to ensure they’re properly sourcing data
Why Compliance Matters
Staying compliant may seem overwhelming, but truthfully, using clean data benefits organizations, too.
To start, data accuracy directly impacts the efficacy of your campaigns. Intent data is powerful, but only if it’s up-to-date. When your intelligence comes from a reputable database, you can segment contacts based on your ICPs and distribute campaigns to the right audience for maximum impact.
Next, compliance standards exist to protect your customers — and when you respect your clients’ privacy, that builds trust. If you don’t demonstrate that you take data security and regulations seriously, you may lose business.
Finally, if you don’t comply, you may face legal repercussions. These guidelines aren’t just guidelines; they’re enforceable by governing bodies. Failure to abide can significantly impact your business.
The Basics of Data Security and Compliance
People spend a lot of time online, and each interaction they make leaves behind a trail of information about who they are and what matters to them. Over time, businesses began realizing this data was incredibly valuable — and on the flip side, consumers started realizing their individualized digital activity was being monitored.
73% of people polled in a recent survey said they were more concerned with personal data security today than in the past. Data-mining concerns have sparked global discussions around how personal information is collected and stored. The result of those conversations? A widespread rollout of data security standards and compliance regulations.
Data security compliance focuses on two main areas:
- Implementing appropriate security measures to protect sensitive information
- Sourcing data in a way that respects individuals’ rights to privacy
Even though there’s a lot to consider if you want to leverage B2B data in your marketing and sales campaigns, it is absolutely possible to do so responsibly and effectively. When you ensure your data is sourced and managed correctly, you can create powerful messaging that resonates positively with high-quality leads.
Key Security Standards and Regulations for Intent Data
Even if you’re eager to tap into the potential of intent data, adhering to key security norms and regulations should be your top priority. Data security best practices evolve over time, but ISO 27001, SOC-2, GDPR, and CCPA regulations are all seen as the gold standard for how data should be handled. The following is an overview of the key security standards and regulations for intent data you should know of:
ISO 27001
ISO 27001 is an internationally recognized standard that outlines a comprehensive approach to managing an Information Security Management System (ISMS). It ensures that a company’s data security practices are up to par with global expectations, from data processing to storage and access.
Obtaining ISO 27001 certification offers several benefits for businesses, including:
- Demonstrating a commitment to robust data security
- Signaling to customers and partners that your business takes data privacy and security seriously
- Operating in a manner that safeguards their most sensitive information
It’s worth noting that ISO 27001 isn’t a regulation, but it is widely recognized as a best-in-class proof point for data security.
SOC 2
SOC 2 is another voluntary standard that requires businesses to establish and follow strict internal controls for managing customer data. The SOC 2 audit, a rigorous evaluation performed by an independent auditor, assesses a company’s adherence to the Trust Services Criteria, which cover areas such as:
- Security
- Availability
- Processing integrity
- Confidentiality
- And privacy
The SOC 2 report, which can be either a Type I or Type II, provides a snapshot of how a company handles sensitive data either at a single point in time or over a period. This report is crucial for businesses that store, process, or transmit customer data, as it assures clients that their information is secure and managed in accordance with the highest standards of data protection.
General Data Protection Regulation (GDPR)
The General Data Protection Regulation, or GDPR, is a comprehensive set of laws that only technically applies to the European Union, but the launch of these regulations has had a global impact. It demands that organizations handle personal and sensitive data with utmost care, providing individuals with control over their information. GDPR implements stringent requirements for how organizations handle:
- Consent
- Data access
- Auditing
- Disposal of data
Non-compliance with GDPR is not an option, as the penalties are severe and can be financially crippling. But more than that — respecting the need for increased awareness and explicit consent around data mining fosters a culture of transparency and respect for data privacy that resonates with customers and strengthens their trust.
California Consumer Privacy Act (CCPA)
In the States, the California Consumer Privacy Act (CCPA) has set the standard for data protection in the United States. This landmark legislation emphasizes consumer rights and data transparency, requiring businesses to disclose their data collection practices and allowing consumers to opt out of the sale of their personal data. Enacting the CCPA was an aggressive step towards giving individuals more power over their personal information, mirroring the consumer-centric approach of GDPR.
Compliance with CCPA involves adopting comprehensive data protection policies that align with its focus on transparency and consumer control. This means:
- Informing users about the types of data collected
- Informing users about the purposes for data use
- Informing users about the third parties with whom data is shared
By doing so, businesses can navigate the CCPA’s requirements effectively, avoiding legal pitfalls and reinforcing their commitment to protecting personal data.
Best Practices for Ensuring Intent Data Compliance
If you’re collecting or using intent data in your marketing and sales campaigns, you should consider whether or not your current workflows support ongoing security and compliance efforts. That said, it can be overwhelming to know where to start. After all, managing people’s data is no small task.
Managing people’s data is no small task. Here at Predictiv, security and compliance always come first. Some of the best practices we implement include obtaining explicit consent, maintaining robust security measures, and conducting regular security audits. We take a proactive approach so we can minimize risk and act quickly in the event that a data breach does occur — and now, we’ll share an inside look into our processes.
Be Transparent and Obtain Explicit Consent
Obtaining explicit consent from users is fundamental to data compliance. This not only aligns with regulations but also establishes a transparent relationship with customers, where their preferences and privacy are respected. Mishandling intent data without explicit consent can erode customer trust and result in serious legal repercussions.
For example, if you’re tracking cookies or storing lead information, you must provide users with clear choices about their data and ensure that businesses comply with data protection laws. If you aren’t straightforward with the type of information you’re collecting and using, people cannot provide their true, informed consent. Creating a simple pop-up with choices for what users do and don’t want tracked is an excellent way to foster trust and ensure you’re adhering to regulations like GDPR and the CCPA.
Implement Robust Data Security Measures
Any organization should take digital security seriously, but the pressure to do so increases exponentially if you handle personal data. Encryption, data minimization, anonymizing data, and secure data storage are just a handful of tools you should employ that can help protect sensitive data from unauthorized access and breaches. From the kind of hardware you use to the VPNs you access, all your IT systems play a role in safeguarding data. If you think your security infrastructure could use an upgrade, you may want to consider bringing in a third-party to conduct an audit.
Perform Regular Security Audits
Regular security audits and continuous monitoring are indispensable for upholding the highest standards of data security compliance. Cyber threats become more diverse by the day, and as security best practices become more stringent, malicious parties become more savvy and clever. Audits allow you to zero in on potential problems before they occur.
Consider implementing the following:
- Conducting privacy impact assessments
- Evaluating changes in regulations and industry-known best practices to ensure you’re compliant
- Checking who has access to what data
Each of these broad categories should be broken down into a more granular list of processes you should follow on a daily, weekly, monthly, and yearly basis.
Create a Data Breach Response Plan
A data breach is the worst-case scenario, but unfortunately, even the most diligent organizations can experience one. Having a plan in place in case a breach occurs can help you minimize damage and rebuild lost trust with your audience. Your response plan should include how you plan to communicate that a breach occurred, immediate actions that can secure compromised data, and a post-mortem evaluation that will help pinpoint what went wrong so you can avoid a similar incident in the future.
Vendor Management and Third-Party Compliance
If you work with a plethora of vendors or outsource any of your services, especially data collection and management, you share the burden of compliance. You know the old adage — a chain is only as strong as its weakest link. If you’re not careful, the vendors you work with could compromise your labored-over security measures.
We’ve created a guide that walks you through everything you need to consider to ensure your vendors are compliant, from initial consideration through ongoing monitoring.
Source Clean, Compliant Intent Intelligence through Predictiv Data
Here at Predictiv Data, we believe intent data is the secret to creating winning messages that connect with the right buyers at the right time. We’re careful to ensure our data meets widely-recognized security standards, including GDPR and CCPA. Plus, we hold ISO 27001 and SOC 2 certifications. With our platform, sales and marketing teams can:
- Get laser-focused on in-market buyers
- Uncover powerful insights that allow you to tailor campaigns like never before
- Unify your sales and marketing efforts
- Build and engage with high-dollar accounts
- And so much more
If we’ve piqued your interest, we’d love to show you around our platform.