HubSpot case study. How to adapt your technology company to GDPR.

Is your technology company prepared for the change in GDPR data protection legislation? Here is the case of the technology company HubSpot.

Any company that handles data of European citizens, even if it is not within the European framework, must comply with this regulation and will be subject to penalties for non-compliance. Of course, consumers see this change as a positive step: at last, they will have a full control of your personal data! Buthow will companies and organizations adapt to the change?

On this basis, it can be assumed that technology companies offering software in which data is managed will have to update the way they work to adapt their products to the GDPR. Is your technology company ready for the GDPR change?{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}

We present the success story of HubSpot, a technology company aimed at marketing professionals. HubSpot has been informing and preparing its partners for the big change for months and, of course, is preparing its software to comply with the new data protection law.

Informed partners. Educational content.

Since the first information about the new GDPR data protection regulation, HubSpot has been in constant contact with its partners to inform and educate them about the regulation and how HubSpot is going to deal with it from its own platform.

HubSpot’s software is being customized to be GDPR-friendly. Of course, always warning your partners that HubSpot cannot ensure full compliance by the company from its platform. partnerThe company must also control many aspects outside of its software.

HubSpot has published multiple posts, checklists and guides, and has launched several email marketing campaigns to inform its partners and even invited them to webinars on the topic.

Are you informing your customers about how the operation of your software will change after GDPR comes into force?

Collection of personal data through a website

HubSpot, as a platform for marketing professionals, offers tools for creating forms, Landing Pages, etc. All these elements are prepared to ensure that the visitor to a website becomes a lead, that is, we collect their data in order to work onlead nurturing with the aim of converting this lead into a customer.

In this sense, and under the GDPR regulation, this data collection must be accompanied by full information for website users, who must be informed that their data will be stored and used by the company to which they are sending them.

“Consent must be given by a clear affirmative act reflecting a freely given, specific, informed, and unambiguous expression of will by the data subject to accept the processing of personal data concerning him or her.”

In this sense, HubSpot informs its users that, when working with its platform, they will already have that space in their Landing, forms and other data collection tools, to add a text and inform their users about this use, storage and processing of your dataand the right to withdraw such consent at any time.

In the same way, the platform is ready to be configured for the activation of the double consent required in the data collection procedure before we can start sending communications from our company to our database. 

Data storage and processing

With the current data protection law, it is true that users already had the right to request access to their data, but with the GDPR change the rights around this aspect will be significantly improved. HubSpot has committed to its partners to work this functionality before the deadline in May 2018.

At the moment, it informs its users that from its platform they can now export data from the contact registry of individuals and, in this way, there is already compliance in case a contact requests a copy of their data. In the same way, the platform is already adapted to the modification and updating of a contact’s data, if requested.

Unsubscribe and email preferences

HubSpot includes an ‘unsubscribe’ button on every email sent. In this way, users can easily unsubscribe from any type of e-mail sent to them. In this way, the platform helps its partners to comply with legislation. Of course, such unsubscription information is stored in the customer’s record.

Step by step. Videos and guides to adapt to change.

In addition, HubSpot explains, step-by-step and even with videos, each of the configurations that your partners will need to make on the platform for GDPR compliance.

This is an example of the gif used to explain how to configure consent in the forms:

Source: HubSpot

And you, are you taking all the necessary actions both to adapt your software to the change and to inform your customers?


This article is not a legal text that your company can use in compliance with GDPR. With this information we aim to provide information to help you understand the changes that the new regulation will bring about in terms of marketing and commercial data collection. You can read the full text of the regulation at This link and remember to contact a data protection specialist for more information.

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