February 2018 - StepUp Marketing

How We are Preparing Our B2B Marketing Agency for GDPR Compliance

Posted on February 26, 2018February 26, 2024 by teamsstepup

The General Data Protection Regulation (GDPR) will go into effect on May 25, 2018 and will require all companies that collect personal data of EU citizens to take many new measures to protect that data. As an inbound marketing agency we believe that increased data protection is a great thing, and can help build the relationship of trust between company and client that we work hard to establish through creation of valuable content and other aspects of our work. We are working hard to achieve GDPR compliance in our marketing agency by May 25.

The GDPR requirements are demanding, so appropriate planning has been important. We’ve listed below the steps we are taking. While we are happy to share our own process, you should not take this information as advice for your company. It is essential that you consult with a knowledgeable legal authority to be certain of the specific steps you must take to be GDPR compliant.

Here are the steps we are taking at StepUp to be GDPR compliant:

1. Getting explicit consent before collecting information, and enabling easy withdrawal of consent

For us at StepUp, the data we collect is straightforward and not sensitive. However, the GDPR requires us to make sure that when we collect leads for mailing lists, consent is simple and clear. We are implementing “opt-in” consent on all our forms so that any person who interacts with us will understand what they are signing up for, and how they can withdraw consent through a simple and easy “unsubscribe” process.

2. Putting a process in place to make sure we can (if requested by a contact):

Confirm if and how any personal data is being used
Provide leads with their personal data
Transfer their personal data to another company
Erase and forget their data

3. Making sure we are ready in the event of a data breach

In our marketing activities, we don’t collect highly sensitive information such as financial or medical data, but we need to be ready to act in the event of a data breach anyway. GDPR requires organizations to notify their supervisory authority of data breaches within 72 hours of discovery of the breach. (For organizations which do collect sensitive data, such as medtech or fintech companies, it is also necessary to notify contacts directly in the event of a data breach.)

4. Putting policies in place to make sure data protection is a core function

We are reviewing internal policies and procedures to protect the data of our leads. For example, we work with HubSpot as a marketing automation platform, because we are aware that Hubspot’s platform is already conducive to the protection of the data of all the leads we collect and store.

5. Collecting only the personal data necessary to carry out the work at hand

Every time we create a new landing page, form or conversion point, we ask ourselves, what information do we really need from these leads? We aim to be thoughtful in the collection of data rather than gathering personal information “just because.”

6. Limiting access to personal data to the people who need it to carry out the work at hand

When we assign users within our marketing automation platform and CRM, we make sure that only the people involved in each project can see the contacts. HubSpot helps us set reasonable access parameters for each member of our team.

7. Appointing a Data Protection Officer [DPO] and a representative in the EU

Under the GDPR it’s not enough to make technical changes. It’s also essential to appoint a qualified professional to handle ongoing protection issues and to systematically carry out record-keeping and monitoring functions.

8. Have an informed IT lawyer on speed dial

We know that our own in-house research is not enough, so we have our lawyer involved as a central part of our GDPR compliance. Because the directives are new, and not clear in many places, and because their implementation depends on the specific position of each organization, we view access to competent legal counsel as the most important part of our GDPR compliance – and you may want to as well.

GDPR Compliance in Your Company

We hope that your company will benefit by knowing how we have approached the changes required by the GDPR. Make sure you outline a thorough plan in advance and run it by your lawyer. Ultimately, your leads and customers will appreciate your efforts to protect their data – both those that are required by GDPR and those imposed by other authorities. Compliance keeps you on the right side of the law, protects you from financial penalties and reinforces your company’s image as thorough and innovative.

At StepUp we work with a number of companies that collect varying levels of personal data, and it’s important to us that the information we collect on behalf of our clients is gathered lawfully and protected carefully. If you’d like to work with a marketing team that puts data protection at the center of your marketing plan, reach out to our team to schedule a free consultation and strategy session to learn how our inbound marketing methodology can help you grow your business.

Our Top 10 Industrial Websites – And What Makes Them Work

Posted on February 12, 2018February 26, 2024 by teamsstepup

When you visit a website for the first time, whether for work or for fun, you are probably hit with a feeling of “this works!” or “this doesn’t work!” But it’s harder to understand what exactly causes that feeling in the initial 30 seconds of exposure to a website. You may be particularly interested in understanding this feeling if you are considering a website redesign at your B2B or industrial company. We’ve taken a look at some of our favorite B2B industrial websites and broken down what exactly makes them work.

Clear Explanation of Complex Topics

Industrial products and processes are often complex and use high-tech materials and machines to create unique products. Even if your website is B2B, showing how your products move from business to business to consumer by showing examples of end products in different segments helps increase understanding of what a company does and how that fits into the final product.

Building materials supplier Martin Marietta sums this up nicely in their logo, “It’s not just what we make. It’s what we make possible.®” Dow has a number of products in vastly different business areas, but their websites has them clearly divided by market and even sub-market with pictures to showcase each of their solutions. Bechtel, meanwhile, showcases their products through a clear slogan featured in their URL, brand video, and beautiful explanatory graphics.

Focus on Key Value

Your business has certain differentiators that set it apart from the others. When your website focuses on those key values or a company mission that sets you apart, you’ll be able to convey not only what you do, but one important fact you want potential customers to associate with your brand.

Plastics Unlimited features their focus on quality and service in bold right on the front banner of the website. Dyntex wants you to know that they’re pushing boundaries in a variety of areas that tie into both their products, their technology, and their company culture. National Lien and Bond lets the construction industry know they are there to help them get paid, and builds a relationship of trust right from the first interaction. Acme Hardesty features beautiful graphics and a video to tell their brand story.

Your website is a reflection of your company, so you want the design to be

professional, friendly, and easy to work with. Even for businesses offering complex products to multiple industries, a focus on designing and organizing your website is key.

DRTS features a clean design with bright pops of color designed to draw attention, easy-to-follow navigation, and a scrolling front page that conveys the basic information about the company in clear bites. Koniku, meanwhile, uses interactive graphics to explain a complex topic and its potential applications in easy-to-understand and attractive detail.

Creativity

Who says B2B has to be boring? There are brilliant and creative people behind industrial processes and design, so bring some of that to the forefront of your website. Procurement and purchasing agents are still people who appreciate and respond to clear communication and creative design.

Bechtel’s interactive graphics featuring specific examples of their work showcase both their products, how they’re used, and how they impact the lives of the end consumers. The hands-on video in Cochran’s Lumber takes you inside the workshop and paints a vivid picture of their high quality product.

If you think it’s time to bring your B2B website up to speed and give your potential customers the feeling “this works!” when they first visit your website, reach out to the team at StepUp for a free consultation. We will review your current website and help you explore new possibilities for a user friendly interface that works for your specific business and industry.

5 Things AgTech Investors Are Looking for in AgTech Startups

Posted on February 5, 2018February 26, 2024 by teamsstepup

Investing in any business is a risk that investors take when the potential ROI is evident in the new product or idea, and AgTech investors are no different. They want to make sound investments and so there are certain key aspects they’re going to look for in any AgTech startup to ensure the company has a chance of success and their capital is secure. However, in a highly technical field like AgTech, there are some unique aspects of early stage development that are key to building a successful plan and raising capital. If you are part of an AgTech startup or are an investor considering the industry, here are some important things to consider as you build your startup or weigh your potential investment.

Team

No matter the size of the startup, investors want to see that the company has the expertise it needs to accomplish its goals. Having founders or team members who are familiar with the industry and have the skills to develop the proposed solution is key. As the company grows, founders also want to see team members with management experience and sales abilities. A stable team is particularly important in a technical field like Agtech, where you may need to prove that you have an expert in agriculture as your CTO, an engineer as your COO, and a veteran entrepreneur as your CEO.

Rules & Regulations

Depending on the location of the startup and its product, it’s likely subject to a number of different rules and regulations. Agtech investors are looking to see that the startup has a clear understanding of the rules and any processes they need to undergo in order for their products to be approved for use in agriculture.

Early Adaptors

In a highly technical field like Agtech, it is easy to remain exclusively focused on product development and technical details. Even at the early stages, AgTech startups should focus on talking to farmers or other end consumers to get validation of their idea, and on building a community of early adaptors once the regulatory and technical challenges are overcome. Will it really help a large enough number of customers to make it a business? How much are those customers willing to pay? These questions should be answered initially through on-the-ground market research, and revisited periodically to ensure the startup is on the right track.

Think Big

While your company may initially start out focused on smaller co-ops or recreational farms, you need to have a vision for how your business will grow. There are a number of different routes to do this within AgTech. While focusing on a niche is a great way to get initial adoption, having a clear path for the future is a great way to get investors.

Resilience

Just as farmers want plants to stand up to hot sun or disease, investors want to put their capital in startups that will roll with whatever comes their way and keep going. Some investors look at serial successful founders for this trait, others like to see it demonstrated from the beginning through creative problem solving.

AgTech is a growing industry as more and more technology is developed or adapted for this major and important market. Investors are savvy enough to know that it takes more than just a knowledge of farming or technical expertise to succeed in the marketplace. That’s why having the right team and the right plan matters so much. Don’t make the mistake of leaving marketing out of your initial business strategy and waiting until your product is almost at market to figure out how to actually market it. At StepUp our focus is exclusively on helping B2B manufacturing companies, particularly in the fields of AgTech, MedTech and CleanTech, build smart marketing systems that save time and increase leads. If you want to learn more about marketing automation and strategy for AgTech companies, contact us today for a free B2B marketing strategy review.

Month: February 2018