Openprise GDPR Compliance

Openprise provides fine-grained data filters and permission roles
Openprise provides fine-grained data filters and permission roles

Data automation vendor Openprise announced support for the EU General Data Protection Regulation (GDPR) which goes into effect on May 25th.  The new Openprise Data Orchestration Platform capabilities provide “visibility, control, and access management inside and outside of a company, without the added complexity of traditional compliance solutions.”

The GDPR specific functionality “controls the flow of EU data out of your company” via “fine-grained data filters and permission roles,” and flags leads and contacts which are subject to the GDPR even if the records lack country flags.  The firm performs checks based upon emails, IP addresses, phone numbers, and non-standardized country fields.  Both standard and custom fields in sales and marketing automation platforms are GDPR validated.  Openprise maintains an audit trail and logs records which have been processed by partners.

The firm noted a Catch-22 in GDPR regulations.  Enriching records that lack country designators may require enrichment from non-compliant datasets, violating the law.  By utilizing data from within the record (e.g. domain, phone numbers), Openprise avoids violating the law in order to support the law.

“The vast majority of US-based companies are woefully unprepared for GDPR, and this new set of regulations has teeth.  We’ve heard from our customers that they want a central control point to help maintain compliance with GDPR.  Openprise’s position in the MarTech stack as the conductor that manages the movement and processing of data across systems puts it in a unique position to serve as this control point.”

  • Openprise CEO Ed King

The GDPR is broadly written to cover data held by non-EU companies, even those without operations or sales staff within the EU.  Penalties can be quite high, reaching up to 4% of revenue or €20 million, whichever is greater.

“What’s so critical about GDPR is that it affects companies everywhere in the world, whether they have a presence in the EU or not, and unlike many other regulations, this one has teeth,” says Allen Pogorzelski, vice president of marketing at Openprise. “If you’ve got EU citizen data in your databases, you’re subject to GDPR regulations. U.S. companies that ignore these regulations do so at their own peril.”

This summer, Openprise launched a Data Marketplace to assist with ingesting and normalizing third-party B2B and B2C data.  Amongst the platforms supported are Salesforce, Marketo, Eloqua, and Pardot.  The Data Marketplace, part of the Openprise Data Orchestration platform, includes built-in rules to ensure data are properly onboarded.  B2B Partners include Zoominfo, InsideView, Orb Intelligence, Synthio, Salesgenie, and Dun & Bradstreet.

Openprise Data Market

Openprise launched a Data Marketplace to assist with ingesting and normalizing third-party B2B and B2C data. Amongst the platforms supported are Salesforce, Marketo, Eloqua, and Pardot. The Data Marketplace, part of the Openprise Data Orchestration platform, includes built-in rules to ensure data is properly onboarded. Users can set primary, secondary, and tertiary providers with multi-vendor data normalization rules.

“We’re excited to make ZoomInfo’s 210 million businesspeople and 11 million businesses available on the Openprise Data Marketplace,” said Phil Garlick, VP Corporate Development at ZoomInfo. “Openprise’s data cleansing and unification capabilities, combined with ZoomInfo’s data accuracy, provides marketing and sales teams with an unparalleled solution to run more effective campaigns.”

Other B2B Partners include InsideView, Orb Intelligence, Synthio (FKA Social123), and Dun & Bradstreet. Additional vendors are in the final certification stages. Openprise claims that new data providers can be setup in minutes.

Customers can extend pre-existing vendor contracts or take advantage of pre-negotiated discounts.

“Earlier this year, we surveyed 175 marketing professionals to identify data marketplace trends and published our findings in the B2B Data Market Industry Report,” said CEO Ed King. “We found that companies that worked with multiple data providers were much more likely to be satisfied with their third-party data, but those same companies expressed how much they struggled with pulling multiple providers’ data into their marketing and sales system of record while maintaining a consistent set of standards. Openprise Data Marketplaces solves this problem.”

Openprise polled marketers on which B2B data providers they have deployed. Source: "B2B Data Market Industry Report: 2017"
Openprise polled marketers on which B2B data providers they have deployed. Source: “B2B Data Market Industry Report: 2017”

The B2B Data Market Industry Report also asked which vendors were being deployed. The survey of 175 B2B marketers at firms with at least 200 employees found the top three vendors were Zoominfo (40%), InfoUSA (36%), and Data.com (35%). Surprisingly Sales Genie matched D&B/Hoovers amongst all of the surveyed marketers and exceeded it amongst enterprises.  InfoUSA rates were likely higher than the other firms as it offers both business and consumer data while Dun & Bradstreet/Hoovers and many of the other vendors offer strictly B2B data.

The most common use case for B2B data vendors is identifying additional contacts at target companies (62%). Marketers also looked to B2B companies to identify additional target accounts (52%) and append missing fields (50%). Only 37% were looking to B2B data vendors to cleanse their database.

The survey participants were well distributed across B2B industries with an over weighting to advertising / marketing.