Security and privacy are top-of-mind for our customers, so these topics are top-of-mind for us, too. Consent is an important part of this conversation: to deliver personalized experiences, we need consent to collect and use a website visitor’s activity on the site. Implementing strong cybersecurity practices and following privacy laws demonstrates respect for our customers, which is crucial in building a trusted relationship.
Security, privacy, and consent are the pillars on which trust is built. When data is exposed or systems fail, our customers and their customers lose trust in or brand. Cybersecurity failures may also lead to serious financial losses from statutory penalties, civil action, and cleanup costs. If we lose control of someone’s personal data, we suffer loss of trust — and potentially loss of capital.
Consent is the cornerstone of meaningful privacy practices in marketing. It’s how people maintain control of their personal data, which is why it’s a foundational concept in privacy regulations like the European General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
As a product manager at Salesforce Pardot, my primary responsibility is security and privacy from a product perspective. I’m responsible for reactive privacy and security, such as responding to changes in privacy law or browser security. I’m also responsible for proactive privacy and security, like understanding the changing landscape and our customers’ needs. I promote ways to help our customers remain compliant, including ways our customers can keep ahead of their competition through strong security and privacy.
We are planning to bring the information you need about security, privacy, and compliance to the Pardot blog. In future posts, we’ll explain how the browser privacy landscape is changing — and how Pardot and our customers can respond. We’ll talk about consent mechanisms, and discuss how changing privacy laws affect Pardot users. We’ll also explore how brands can use privacy practices to show customers respect and build trust.
There are many reasons for brands to care about privacy in marketing, and we’re going to discuss them all — from the obvious to the obscure. Ultimately, we’re here to help our customers learn what they need to know to succeed with Pardot while keeping a watchful eye on customer security and privacy.
For more information, tune into our privacy and consent webinar.