Our Work
Sectigo
Sectigo provides comprehensive, automated certificate lifecycle management (CLM) to protect online transactions and secure human and machine identities. As the industry’s most innovative provider of CLM, it is the platform of choice to deliver digital trust across the enterprise.
Sectigo needed to ensure GDPR compliance for all marketing operations, but because it had to consolidate three separate data entities to do this, the task was complex. The company brought CRMT Digital on board to support the process, enabling Sectigo to achieve faster, more streamlined analysis, integration and process development as a result.
Key Challenges
- Create a GDPR Compliant Marketing opt in, opt out and resubscription infrastructure across HubSpot, Salesforce and Salesloft, aligning to marketing and sales processes.
- Align legal basis definitions across marketing and sales teams.
- Track consent fields.
- Streamline preference centre to allow tailored messaging to individuals.
The Challenge
GDPR compliance is not only essential for any organisation operating across the UK and EU, but it is also key to promoting user confidence and brand loyalty. Companies complying with GDPR rules report more user retention and can establish clear, streamlined approaches to data privacy.
Understanding both the legal requirements and customer benefits of GDPR compliance, Sectigo sought to ensure its ‘data basics’ were in place, to be able to integrate, consolidate and implement GDPR processes.
However, with multiple data sets from multiple sources, including enriched marketing lead information from Einstein Bots Chat alongside Zoom Info and GoToWebinar data, the company needed to reevaluate, and this is where CRMT Digital’s data capabilities and process development came into their own.
The Solution
CRMT Digital worked with Sectigo to develop and deliver a clear, end-to-end process for GDPR compliance, as well as undertaking every aspect of the necessary work. The approach covered the following key areas:
Discovery
Defining the legal basis for subscriptions.
Reinforcing enabled HubSpot GDPR functionality.
Ensuring that manually created new records have a legal basis for contact.
Design – Build – Test – Documentation
Opt-in process: Developing and implementing workflows in HubSpot to allow for correct opt in of records – based on source, consent and record type.
Opt-out process: Developing and implementing a clear unsubscribe/opt-out process, ensuring date of opt out is captured.
Preference centre process: Streamlining of preference centre subscriptions and email alignment.
Resubscription process: Creating process for resubscriptions via HubSpot Forms and HubSpot Imports.
Data migration: Migration of records to subscriptions based on agreed criteria; updates to partner records and customer record subscriptions.
Documentation: Comprehensive documentation was provided including revised setup and functionality along with new components, to ensure updates were understood and approved by the team prior to launch.
Launch
Core CRMT team alignment with core Sectigo Marketing Operations team.
Weekly status calls with sign off for all recommendations and documentation.
Enablement
One-to-one support provided for key Sectigo team members to test processes
Review of requirements to ensure project success and future-proofing.
“The CRMT team is great at explaining scope, project steps and requirements without resorting to technical terms or unnecessarily overcomplicating things. Their attention to detail and genuine interest in the project helped us consider options that we hadn’t thought of, and their project management skills were second to none.” – Lea Toms
What were the key achievements?
As a result of the programme, Sectigo has achieved:
GDPR Compliance infrastructure across systems capturing evidence of individual consent.
Detailed insight across individual and overall marketing consent to better inform marketing initiatives.
User friendly preference centre allowing individuals to tailor their marketing communications based on individual preferences.
Toms summarises the critical role that CRMT Digital played in driving the success of the programme and focusing on core business outcomes: “The CRMT team is great at explaining scope, project steps and requirements without resorting to technical terms or unnecessarily overcomplicating things.
“Their attention to detail and genuine interest in the project helped us consider options that we hadn’t thought of, and their project management skills were second to none. An experienced and lovely-to-work-with team all round!”
The future
Sectigo is now looking forward to taking the partnership with CRMT Digital forward to support its broader marketing operations efforts.
Aylwyn Michel, account director at CRMT Digital explains: “We pride ourselves on our long-term approach with clients. We work in true partnership to help deliver the business results they need, and we understand the challenges that many internal teams face when trying to drive marketing operations initiatives forward. That’s why our flexible teams offer a complete suite of services and match client resource levels to support every aspect of their marketing operations journeys.”
The Sectigo and CRMT Digital partnership proved to be highly productive, with a clear, results-driven approach from day one.
Lea Toms, responsible for demand generation and field marketing at Sectigo, explains: “The CRMT team was very responsive and stuck to agreed timelines. Whether during virtual meetings, via email or on chat, the CRMT team was always available and helped us wherever we needed support.
“We appreciated that everything was documented in detail, from the initial requirements to the final handover document.”