Making Privacy Easier for HubSpot Customers, One Step at a Time, with DataGrail
By Brandon Greer, HubSpot Ventures
People today are much savvier about what they want when it comes to their privacy. After the Cambridge Analytica scandal in 2018 and a subsequent surge in data breaches, people and governments around the world started to seek out more control over how businesses collect and process personal information. In fact, 83 percent of consumers expect to have control over how businesses use their data. New regulations like GDPR and CCPA have had an impact on the way many companies, including HubSpot customers, do business.
More and more, our customers are proactively coming to us and asking for ways to ensure they’re following robust, strong privacy practices.
They see it as an increasingly important issue because they handle high volumes of customer data. As people become more aware of their privacy rights and options, marketing teams are looking to become responsible stewards of personal information.
Our Investment in DataGrail
That’s why we’ve invested in DataGrail, a leading data privacy platform that makes it easier for our customers to build robust privacy programs — all with the end goal of boosting transparency and building trust for our customers’ customers. Together, HubSpot and DataGrail can help marketers figure out the best way to do that without tying up internal resources.
The DataGrail integration for HubSpot allows customers to automate critical components of a privacy program, including the processing of data subject requests (DSRs and DSARs), identifying sources of personal data, and managing end-user preferences. Effortless privacy means that brands can build trust with their customers while still complying with regulations like GDPR and CCPA.
Winning with Privacy
It would be easy for companies to approach this privacy-focused era with concerns about how it will impact profit margins, but we are seeing that brands that lean into privacy win — including companies like Plume who are happily using HubSpot and DataGrail together.
According to a study from Cisco, “Most organizations are seeing very positive returns on their privacy investments, and more than 40 percent are seeing benefits at least twice that of their privacy spend.”
On average, businesses are seeing a return of $2.70 on every dollar they spend on data privacy.
Companies know more about customer habits than ever before, but that’s only one part of the puzzle. In order to grow, they need to be up front with how that data is used, stored, and shared — not only because of emerging privacy regulations, but because building trust is a key component of creating remarkable customer experiences. Making privacy a priority turns it into an advantage, and proactively embracing transparency and privacy is the antidote to fear and risk.