In the past two years, you’ve probably heard a lot about cybersecurity.
As with many big, serious-sounding concepts, it sometimes feels like it’s happening above our heads – the territory of large corporations and governments, or maybe your IT department. And let’s be honest, not too interesting for professionals in marketing, sales or services.
You may even have thought “Yes, there are people who worry about it, but we probably don’t have to. “
As a product manager for security at HubSpot, I spend much Time to think about this. Today I want to examine the importance of good privacy and account security for marketers and the companies they represent.
It all starts with one thing: trust.
Why marketers should care about data security
1. Trust is a cornerstone of inbound marketing methodology.
You build trust in your company in a variety of ways.
This can be exemplary expertise in your area or offer excellent service for everything related to the customer experience. You also build trust by building real customer relationships that go beyond simply converting a lead – and include ongoing support that will bring your customers so much success that they will be happy to recommend your service to everyone they know.
At the end of the day, Build and maintain trust is an important ingredient in keeping your flywheel going.
Without it, this whole machine comes to a standstill.
Loss of trust is a catastrophic blow to a company and a brand. For example, there are few things that can cause a customer to disrupt their relationship with a company faster than a data breach. Indeed, One in four Americans does not do business with data breach companies.
2. Prospects and customers trust marketers to keep personal information safe.
Every day, your potential customers trust you – quite a bit, in fact – when they fill out contact forms on your website, sign up for your webinars, or sign up for free trials of your service.
By providing you with their personal information, they are placing tremendous trust not only in your company, but also in you as the marketer who manages these tools. They trust that you will keep their personal information safe, not misuse it (e.g. by sending them a series of spam emails), and use it in their best interests to help them achieve their goals .
3. Proper use of data is no longer enough – you need to keep customer data safe.
You have probably heard conversations about the correct use of customer data, such as email, that revolve around the concept of “not misusing the information.”
For example: don’t send someone too many emails, send them offers that you have no reason to believe they’re interested in, or contact them without their consent.
Just as important is a conversation that you may be a little less familiar with – how to actually keep prospect and customer data safe, and out of the hands of people who would use that information to harm them.
If you’re not that familiar with this side of the conversation, that’s understandable. The risk of malicious actors gaining large amounts of unauthorized access to customer data is relatively new.
At HubSpot, we believe it is just as valuable as any other way to inspire and maintain trust.
As a marketer, you are the administrator of your customers’ data.
The marketer’s job doesn’t stop with generating leads or building a brand.
There is one more important piece of the puzzle – being a trusted steward of customer data.
When customers trust you for all the hard work you have done to build those quality relationships, build a brand that is trusted in your field, to create a community of evangelists who have encouraged others to join you too trust – Then it is imperative that you honor your end of the bargain.
It is your responsibility to do what is in your personal control to validate that trust and protect customer data.
Start with the basics
Fortunately, implementing security best practices to keep your online accounts safe isn’t difficult. In fact, you can get started with many of these things right away.
Here’s a list of content to help any marketer set up basic safety elements:
HubSpot Academy content and webinars:
You did a great job building relationships, communities, and an image around your company. You can also do a great job on security – and be a shop steward that your customers can trust.