How Salesforce and Demandbase are handling GDPR for B2B
Salesforce is embracing it across its platform, while Demandbase is only committing to internal tools and possibly the IAB framework for EU citizens.
To get a sense of how B2B-oriented companies are responding to the upcoming General Data Protection Regulation (GDPR), we checked in with Salesforce and Demandbase.
While Salesforce is used for consumer-facing marketing and customer management, it is best known as the repository of customer data for salespeople calling on companies.
“We look at GDPR as a huge opportunity,” SVP of Global Privacy Lindsey Finch told me, “not only for us, but for the industry.”
She told me that Salesforce is building on its existing “sophisticated sharing model,” with lots of new audit fields. The ability to delete an identity across the platform has previously existed, for example, but a release in February made it “easier and more consistent.”