A new article on Marketing Land reports that software maker SAP just made a notable announcement. New SaaS tech is on the way that will allow B2B marketers to grant third-party access to sensitive data without fear of security risks or breaching regulatory requirements.



In 2020, more and more entities are shifting focus to experience-driven marketing. However, on a global level, that can create challenges with local regulatory requirements and SAP's new product is aimed at making things more scalable.

As Ben Jackson, general manager for SAP's Customer Data Cloud, puts it:



There's no doubt compliance has become more of an issue for marketers wishing to scale across international boundaries. SAP says data security has to be a priority, but that it needn't be an issue with the right software solution. That has to be a positive sign for marketers struggling to keep up with a myriad of regulations and requirements globally? Surely what SAP is signalling here is that providers of tech are beginning to recognize the demand for scalable solutions - and provide practical remedies. It's an encouraging sign and one that will be welcomed by many marketing professionals. There's more here in SAP's press release.