Account based marketing (ABM)vsprivacyshield

Account Based Marketing (ABM) targets specific high-value accounts with personalized campaigns, relying heavily on the collection, processing, and analysis of detailed personal and firmographic data to tailor messaging and offers. Privacy Shield, as a data transfer framework between the EU and the US (though invalidated and replaced by other mechanisms like the EU-US Data Privacy Framework), historically governed how personal data could be legally transferred and processed across borders. In practical terms, ABM strategies implemented by companies operating across the EU and US had to ensure compliance with Privacy Shield principles (or its successors) to lawfully handle and transfer personal data of EU prospects to US-based marketing platforms or CRM systems. This compliance affected how data could be used for segmentation, personalization, and campaign execution in ABM, influencing vendor selection, data governance policies, and digital strategy decisions. Thus, Privacy Shield shaped the legal boundaries within which ABM data-driven personalization and targeting could operate internationally, ensuring that marketing activities respected privacy regulations and avoided legal risks that could disrupt campaign effectiveness and business continuity.