Data Privacy Manager (DPM) is a cloud software platform for privacy management and automation. It was developed to enhance personal data management, centralize user consents and preferences, automate compliance-related tasks, and minimize regulatory risks. DPM, a product of Business Intelligence, was launched just before the introduction of the General Data Protection Regulation (GDPR), with a team of three tasked with positioning it in the global market and boosting sales.
The introduction of GDPR marked DPM as a pioneering product in its segment. The team was aware that the topic of data privacy was unfamiliar to most and that implementing such a software solution was neither simple nor quick. Bearing in mind the average sales cycle for software (3-6 months), and aiming to differentiate from the competition, they chose an Inbound methodology approach, focusing on education, quality content, and community building to attract quality leads and achieve sales.
The first step of the project involved developing an Inbound marketing strategy, defining three ideal customer profiles, and designing MOFU (Middle of Funnel) and BOFU (Bottom of Funnel) offers. The content strategy was based on the fundamental challenges of ideal customers during the middle stage of their customer journey.
MOFU offers focused on educating users about the key challenges in managing personal data and the process of integrating such tools into business operations, preparing them for the BOFU phase aimed at conversion. The content included e-books, checklists, case studies, and testimonials demonstrating the value of DPM and encouraging purchasing decisions.
The promotion of MOFU and BOFU offers and free educational content primarily took place through educational blogs, social media posts, and personalized email marketing. These channels formed the foundation of the overall content strategy, directed at ideal customer profiles, ensuring coherence and engagement across all communication segments during the sales process.
An important aspect of the project was the marketing-sales handoff, a semi-automated process for properly nurturing leads and guiding them towards sales.
The second step included setting up HubSpot accounts, team training, and the preparation and automation of inbound marketing campaigns.
Through the implementation of these strategies and their consistent execution, DPM achieved significant progress in marketing and sales activities. The introduction of HubSpot tools and a focus on inbound marketing resulted in an increase in the number of quality leads and improved conversion rates. Building an online community enhanced brand visibility and facilitated a better understanding of the market, solidifying DPM’s position as a leader in privacy management.
Five years later, DPM became an independent company known as Legit Software, moving into a new phase of development and growth. With a team of over 30 members and more than 100 clients in over 20 countries, DPM, under the leadership of Marijan Bračić and Dražen Oreščanin, has set a new goal – to transform into a tech giant over the next five years.
DPM is an exceptional example of how strategic customer and user focus through education and quality content can transform market approach, enhance operations, and position a company at the forefront of the industry.