Marketo Tips

Marketo Tip #19 - Achieving GDPR Compliance in B2B Marketing: The Role of an Effective Preference Centre

November 20, 2023 data quality, gdpr, marketo, marketo tip

In the ever-evolving landscape of digital marketing, GDPR compliance remains a critical concern for businesses, especially in B2B sectors. Sylvain Davril, founder of Merlin and Leonard, recently shared valuable insights on this topic in a Marketo tip video. This article delves into the essence of his advice, highlighting how an effectively designed Preference Centre can be a cornerstone in achieving GDPR compliance in B2B marketing.

The Importance of a Preference Centre:

A Preference Centre is not just a compliance tool; it's an integral part of the customer experience. It serves as a central hub where customers can manage their communication preferences. This functionality is crucial for GDPR compliance, as it provides a straightforward way for individuals to unsubscribe from communications, thereby respecting their privacy and choice.

Designing the Preference Centre:

When designing a Preference Centre, it's essential to consider user experience. For instance, placing the unsubscribe option prominently at the top of the page, as recommended by Davril, prioritizes customer convenience. Alternatively, the ‘IKEA approach’, which places this option at the bottom, encourages customers to review their preferences before unsubscribing.

Transparency and Trust:

A well-branded Preference Centre increases transparency and trust. It should clearly display what information is collected and how it is used. This transparency extends to offering options for personal and company information, interest-based preferences, marketing subscriptions, and rights such as opposition or being forgotten.

Adapting to GDPR Requirements:

GDPR legislation, especially in the context of B2B marketing, mandates explicit consent for marketing communications and easy unsubscription options. A robust Preference Centre not only meets these requirements but also serves as a single point for managing consents and preferences, thus simplifying compliance efforts.

Personalized Experience and Inbound Marketing:

By allowing users to select their areas of interest, businesses can tailor their marketing efforts, leading to more effective and personalized inbound marketing strategies. This approach aligns with GDPR's stipulation of clear and objective-based consent, enhancing both compliance and customer engagement.

Implementing Rights under GDPR:

The Preference Centre should facilitate the right to be informed and the right to be forgotten. This means that customers can request information about the data held on them and also opt for their data to be entirely removed from the company’s database.


Implementing a comprehensive Preference Centre is a pivotal step in ensuring GDPR compliance in B2B marketing. It not only aligns with legal requirements but also enhances customer experience and trust. As Sylvain Davril aptly demonstrates, a well-thought-out Preference Centre is more than a compliance tool; it's a strategic asset in a company's marketing and customer relationship efforts.

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