76% of B2B buyers are taking longer to choose a technology product because of concerns about data security.

The digital transition, already underway for at least a decade, has been accelerated by the pandemic.

Companies that had already negotiated their digital shift were able to capitalise on their technological stack to navigate the turbulent waters of the health crisis. Others had to act with urgency to upgrade the various elements of their online presence, equip themselves with remote sales tools and set up a crash data policy.

Meanwhile, B2B has seen the emergence of a ‘super-buyer’ persona that is better informed, more demanding and more autonomous. Inspired by the quality of their day-to-day B2C user experience, and under pressure from their management to rationalise their purchases in a context of crisis, they expect a made-to-measure purchasing pathway… without necessarily conceding the data that the company needs to respond favourably to this demand for hyper-personalisation.

Marketing Departments have to contend with another paradox: data has never been so accessible, so relevant or so massive. Yet the way it is used has never been so restrictive, with both a turbulent legal macro-environment (GDPR, ePrivacy, an omnipresent CNIL) and unilateral decisions by the GAFAMs (gradual disappearance of third-party cookies).

In the midst of this digital upheaval, companies are stepping up their ‘privacy’ investments to comply with regulations, meet the demands of their customers and prospects, find less intrusive LeadGen and Ad Tech alternatives and maintain a rigorous technological watch on this complex, cross-disciplinary issue.

To support marketing professionals in this evolution, this white paper offers practical keys to understanding the issues, identifying relevant alternatives to intrusive Data practices and helping companies to progress in their digital maturity.

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