Building And Enhancing Preference Centers: A Four-Stage Approach

Sellers seeking to comply with data privacy regulations can use a preference center to request and capture prospects’ consent to store and process their personal data. Preference centers can also be used to capture more detailed prospect preferences, thus supporting deeper segmentation and the personalization of communications. When designing a preference center, organizations should use a four-stage approach, avoiding the temptation to create long, complex designs.

For B2B organizations interacting with contacts whom they hope will become (or remain) buyers, a key part of giving them what they want means enabling them to choose if, how and when they will receive communications. Marketing teams can enable prospects to do this in a simple and effective manner through a preference center. In this report, we define the four stages — consent, basic, expanded and advanced — of implementing a preference center.