SaaS marketing tools handle sensitive customer data, making their security a top priority. But how do you evaluate a vendor's security measures? Start by asking these 10 critical questions:
-
Where is customer and marketing data stored?
Understand the physical location of data centers, data residency laws, and vendor compliance with certifications like ISO 27001 and SOC 2. -
What authentication methods are supported?
Look for multi-factor authentication (MFA), single sign-on (SSO), and passwordless options to secure access. -
Is data encrypted at rest and in transit?
Ensure AES-256 encryption for stored data and TLS protocols for data in transit. -
What compliance standards and certifications does the vendor maintain?
Check for SOC 2, ISO 27001, GDPR, and other relevant certifications. -
What is the vendor's incident response process?
Confirm they have a clear, tested plan for detecting, containing, and resolving breaches quickly. -
How are third-party integrations and APIs secured?
Ensure robust API authentication (OAuth 2.0, OIDC), encryption, and regular vulnerability testing. -
What tools prevent misconfigurations?
Look for automated tools like SaaS Security Posture Management (SSPM) solutions to detect and fix vulnerabilities. -
Does the platform support detailed audit logs and user activity tracking?
Verify that the vendor provides real-time logs, secure storage, and long-term retention options. -
What are the default data retention periods?
Check if retention policies align with your regulatory and business needs, with options for customization. -
What are the vendor's disaster recovery and business continuity protocols?
Ensure geographic redundancy, automated backups, and clear recovery time objectives (RTO/RPO).
Quick Comparison Table
| Security Feature | What to Look For | Key Considerations |
|---|---|---|
| Data Storage Location | Onshore/offshore options, compliance certifications | Align with GDPR, CCPA, or regional laws. |
| Authentication Methods | MFA, SSO, passwordless options | Ensure integration with enterprise identity providers. |
| Encryption Standards | AES-256, TLS 1.3 | Strong encryption protects both stored and transmitted data. |
| Compliance Certifications | SOC 2, ISO 27001, GDPR | Regular third-party audits demonstrate security readiness. |
| Incident Response | Clear, tested plans | Look for 24/7 monitoring and sub-1-hour response times for critical incidents. |
| API Security | OAuth 2.0, OIDC, Zero Trust | Protect API keys, enforce encryption, and test vulnerabilities regularly. |
| Misconfiguration Tools | SSPM, CASB solutions | Reduce risks with automated detection and real-time alerts. |
| Audit Logging | Real-time tracking, long retention | Logs should track user actions and system changes comprehensively. |
| Data Retention Policies | Customizable retention periods | Ensure compliance with GDPR, HIPAA, or other regulations. |
| Disaster Recovery | Geographic redundancy, automated backups | Verify RPO under 1 hour and RTO under 4 hours for critical systems. |
These questions and criteria simplify the process of evaluating SaaS marketing tools, ensuring your data stays secure while meeting compliance requirements.
Software as a Service (SaaS) Security Checklist
1. Where is customer and marketing data stored?
Understanding where your marketing data is stored is essential for navigating legal and compliance requirements. The physical location of your data determines the laws that apply, the security standards you must follow, and how you can meet regulatory obligations.
Data Storage and Residency
The term data residency refers to the physical location where your data is stored, while data sovereignty relates to the laws governing that location. Data localization laws, which require certain data to be stored within specific borders, have nearly doubled from 2017 to 2021.
Examples of such laws include China's PIPL, Russia's updated Personal Data Law (March 2023), and India's Digital Personal Data Protection Act (2023), all of which enforce strict data localization requirements.
Cloud providers like Amazon, Google, and Cloudflare offer businesses the ability to choose where their data is stored. However, keep in mind that even if a provider is based in the U.S., data stored on servers in another country (e.g., Germany) will fall under that country’s jurisdiction.
Ensuring the security of your data also depends on the vendor’s compliance with industry standards and certifications.
Vendor Compliance and Certifications
When evaluating a vendor, ask for detailed documentation about their data storage locations and compliance certifications, such as ISO 27001, SOC 2, or CSA STAR. It’s also important to confirm that their data centers adhere to regional privacy laws and provide regular audit reports.
The risks are significant - 44% of organizations reported data breaches in 2021, with many incidents linked to insufficiently vetted third-party vendors. Considering that SaaS solutions are projected to account for 85% of all business software usage by 2025, having a robust data storage strategy is more important than ever.
Questions to ask your vendor:
- Where are all your data centers located, and can you provide specifics?
- Do you offer data residency options that align with our regional compliance needs?
- What certifications do you hold, and can you share up-to-date audit reports?
- If compliance requirements change, can we move our data to a different location?
It’s worth noting that storing EU data within the EU simplifies GDPR compliance, while CCPA applies to California residents regardless of where the data is stored.
2. What authentication methods are supported?
Securing your marketing tool starts with strong authentication. With stolen credentials accounting for 19% of data breaches, making them the top initial attack vector, it’s crucial to understand your vendor’s authentication options to safeguard your data and campaigns.
Access Controls and Authentication
To balance security and usability, SaaS marketing tools need to provide a variety of authentication methods. A solid setup typically includes single sign-on (SSO), multi-factor authentication (MFA), and the increasingly popular passwordless authentication.
While many platforms rely on OAuth or social login, enterprise-grade solutions require support for SAML, OIDC, or SCIM protocols, ensuring seamless integration with identity providers like Okta, Azure AD, or Google Workspace.
Passwordless authentication is quickly becoming a standard. 92% of businesses plan to adopt passwordless solutions, with 95% already using some form of it. These methods include biometrics, one-time codes, magic links, and unique authenticators, eliminating many of the vulnerabilities tied to traditional passwords.
Adaptive MFA takes security a step further by adjusting verification requirements based on factors like device reputation, geolocation, and login behavior. This dynamic approach strengthens security without adding unnecessary friction for users.
Vendor Compliance and Certifications
Even the best authentication methods can fall short if poorly implemented. That’s why evaluating how a vendor deploys these methods is just as important as the methods themselves. For example, MFA setups relying on SMS or email-based one-time passwords are vulnerable to phishing attacks. Instead, prioritize vendors that support FIDO2/WebAuthn protocols, widely regarded as the most resistant to phishing.
Key questions to ask your vendor:
- Do you support SAML, OIDC, and SCIM for seamless SSO integration with enterprise identity providers?
- Beyond social login, what passwordless authentication methods do you provide?
- Does your MFA include adaptive features that consider risk factors like geolocation or device reputation?
- Can your platform integrate with multiple identity providers for businesses with complex structures?
- Do you offer JIT (just-in-time) provisioning to automate user management?
As the authentication landscape evolves, your vendor should demonstrate a commitment to keeping up with emerging standards. Look for solutions that combine adaptive MFA with features like remembered devices, ensuring a secure yet smooth user experience.
3. Is data encrypted at rest and in transit?
Data encryption is a cornerstone of protecting your marketing data from unauthorized access. With nearly half of companies (45%) reporting cloud-based data breaches and between 21% and 60% of organizations storing sensitive data in the cloud, it’s crucial to understand how your vendor handles encryption to safeguard customer information and campaign data.
Data Encryption
SaaS marketing tools should always encrypt data both at rest and in transit. For data in transit, protocols like TLS, HTTPS, SFTP, and SCP are used to secure transfers. Stored data, on the other hand, is typically protected with AES-256 encryption. This dual-layered approach ensures that both stored and transmitted data remain secure.
Encryption in transit works by scrambling information as it moves between your browser and the platform, making it much harder for attackers to intercept. The strength of this protection often depends on the encryption key length - 256-bit AES encryption is widely regarded as the gold standard for security.
Some platforms go a step further with client-side encryption. This method encrypts data directly on your device before it’s sent to the vendor. As a result, the vendor never has access to your unencrypted information, offering an additional layer of protection for highly sensitive marketing data.
For instance, certain vendors implement 256-bit encryption for both data in transit and at rest, while also allowing customers to manage their own encryption keys. This ensures that critical assets like customer lists, campaign details, and analytics remain secure.
Vendor Compliance and Certifications
Encryption is only as strong as its key management practices. Vendors should use dedicated services like AWS Key Management Service (KMS) or Google Cloud Key Management to handle encryption keys securely. These services automate key generation, rotation, and revocation, reducing the potential for human error.
For organizations seeking maximum control, customer-managed keys (CMK) are an ideal option. CMKs allow you to oversee key lifecycle policies, ensuring that even if a vendor's system is compromised, your data remains protected under your control.
When evaluating a vendor, here are some critical questions to ask:
- Do you use AES-256 encryption for data at rest and the latest TLS protocols for data in transit?
- Are encryption keys managed with services like AWS KMS or Google Cloud KMS?
- Do you provide customer-managed encryption keys for enterprise clients?
- How often are encryption keys rotated, and is this process automated?
- Can you share documentation detailing your encryption and key management practices?
- Are encryption keys stored separately from encrypted data to avoid single points of failure?
Vendors that automate key rotation and strictly limit key access to authorized personnel are essential for minimizing risks. Considering the average cost of a data breach is projected to hit $4.88 million in 2024, investing in strong encryption and key management practices is not just smart - it’s necessary to protect your business.
4. What compliance standards and certifications does the vendor maintain?
Beyond encryption and secure storage, compliance is a key factor in ensuring the safety of marketing tools. Certifications provide a window into a vendor's security practices and their ability to protect sensitive data. In today’s digital world, knowing which standards your vendor adheres to can help safeguard your organization from regulatory penalties and data breaches.
Like encryption and authentication, maintaining certifications signals a vendor's dedication to staying aligned with evolving security requirements.
Vendor Compliance and Certifications
Some of the most recognized certifications include SOC 2, ISO 27001, and GDPR compliance. Each addresses specific aspects of security and data protection, giving you insights into the vendor’s capabilities.
- SOC 2 focuses on security, availability, processing integrity, confidentiality, and privacy. It’s particularly relevant for U.S.-based companies and tends to have a narrower scope than ISO 27001 audits, making it quicker to achieve.
- ISO 27001 provides an internationally accepted framework for managing information security systems (ISMS). Popular in regions like Germany, it requires vendors to consistently assess and improve their ISMS.
- GDPR compliance is mandatory if your tools handle data from EU residents. Fines for violations can reach up to 4% of annual revenue. For health-related data, HIPAA compliance is required, while CCPA compliance applies if you’re targeting California residents.
Interestingly, ISO 27001 overlaps with up to 84% of GDPR requirements and shares about 80% of its criteria with SOC 2 .
| Aspect | ISO 27001 | SOC 2 |
|---|---|---|
| Focus | Information Security Management System (ISMS) | Service Organization Control for security, availability, and more |
| Security Framework | Prescriptive controls and requirements | Trust Service Criteria (TSC) |
| Scope | Organization-wide | Specific to service providers |
| Certification | Internationally recognized | Attestation by CPA firms |
| Audits | Internal and external audits | Independent third-party audit |
| Applicability | Broad, suitable for any organization | Targeted at service organizations |
This comparison highlights the differences between certifications, helping you better evaluate a vendor’s compliance readiness. Always request up-to-date documentation to confirm that certifications are current and properly maintained.
When assessing vendors, insist on certifications backed by regular third-party audits. These audits ensure that security measures are not only in place but also effective.
"We had to do some 10% more to meet GDPR, HIPAA, and SOC2 requirements." – Sunil Sarda, Head of Engineering, HubEngage
The risks of non-compliance are significant. For example, in 2023, Meta faced a €1.2 billion fine for transferring EU user data to U.S. servers without sufficient safeguards. This hefty penalty underscores the financial and reputational damage that can result from regulatory violations.
Before finalizing a vendor partnership, ask for their current certifications and audit reports. If a vendor lacks the necessary certifications but you still wish to work with them, consider including a contractual clause requiring them to obtain SOC 2 or ISO 27001 certification within a set timeframe. Many U.S. companies recognize ISO 27001, while SOC 2 is widely accepted outside the U.S..
Keep in mind, compliance isn’t a one-and-done task. Vendors must stay vigilant, monitor regulatory changes, and adjust their practices accordingly. Those using compliance automation tools to streamline evidence collection and monitoring often demonstrate a more advanced approach to maintaining ongoing compliance.
5. What is the vendor's incident response process?
Think of encryption and authentication as the locks on your doors. But when those locks are picked, a rapid and effective incident response becomes your alarm system, protecting your marketing tools and data from further harm. When a breach happens, every second counts. A vendor's ability to detect, contain, and resolve threats quickly can mean the difference between a minor hiccup and a full-blown crisis.
The urgency is real. In 2024, 19% of data exfiltration cases occurred within the first hour of a breach, and the average time attackers remained undetected dropped from 13 days in 2023 to just 7 days. This fast-paced threat landscape demands a structured and well-tested response plan.
Vendor Compliance and Certifications
A strong incident response process should align with established frameworks and adhere to compliance standards. Certifications like SOC 2 and ISO 27001 require vendors to maintain documented response procedures. Frameworks such as NIST or SANS provide structured phases - from preparation to recovery and post-incident analysis - that ensure a thorough approach.
Annual testing of these plans is non-negotiable. Compliance standards like SOC 2, PCI DSS, ISO 27001, and HIPAA mandate regular testing. Many enterprise clients even require proof of these tests before signing contracts.
"Practicing an Incident Response Plan [...] in real-time is the only way to know that it will work. It's through these exercises that stakeholders can obtain the required understanding of the overall response strategy as well as the desired confidence in the organization's cyber resilience." – Billy Gouveia, Surefire Cyber
Notification timelines are another critical aspect. Regulations like GDPR require breach notification within 72 hours, while California law allows up to 45 days, and HIPAA permits 60 days . Missing these deadlines can lead to severe penalties, such as fines of up to €10 million or 2% of global annual revenues under GDPR. Vendors need clear, tested procedures to ensure timely notifications and minimize potential losses.
Real-world examples highlight the importance of speed. In one case, RansomHub infiltrated a municipal network through an unsecured VPN and stole 500 GB of data in just seven hours. In another, Muddled Libra used social engineering to gain privileged access and compromise a domain account in only 40 minutes.
Tools and Metrics for Effective Response
To stay ahead of attackers, vendors must deploy advanced detection and response tools. These include SIEM platforms, EDR, XDR, UEBA, and SOAR solutions. Monitoring key metrics like Mean Time to Detect (MTTD) and Mean Time to Respond (MTTR) is essential for improving response times. Vendors should also use automated playbooks for containment, AI-powered analytics for real-time anomaly detection, and prioritize high-risk assets during incidents.
A robust SaaS security solution should focus on continuous monitoring, leveraging threat intelligence, and employing confidence-based risk scoring to address serious threats quickly. Regular updates to the incident response plan and routine tabletop exercises ensure that teams are ready to move seamlessly from detection to resolution .
The stakes are high. In 2024, 86% of incidents resulted in some form of impact-related loss. This underscores the fact that a strong incident response process isn't just a good idea - it's an absolute necessity for any SaaS marketing tool vendor.
6. How are third-party integrations and APIs secured?
Marketing tools often rely on multiple third-party services, which unfortunately opens up additional pathways for potential attacks. Each connection made through these tools can introduce vulnerabilities if not properly secured. That’s why API security is a critical focus.
For example, on December 30, 2024, the US Department of the Treasury disclosed that Chinese state-backed hackers had stolen data from government workstations earlier that month. The breach was traced back to BeyondTrust, a cybersecurity vendor, where attackers exploited a compromised API key to access and reset passwords. This incident underscores the importance of safeguarding API integrity when evaluating SaaS tool security.
A growing industry trend of prioritizing rapid feature rollouts over security measures has sometimes left API protections lagging behind.
Access Controls and Authentication
Strong authentication is the backbone of API security. Combining OAuth 2.0 with OIDC (OpenID Connect) provides a robust solution for both authorization and authentication. OAuth 2.0 issues short-lived access tokens tailored to specific tasks, while OIDC adds an authentication layer to verify user identities through digitally signed JWTs (JSON Web Tokens).
API keys, often functioning as passwords for API access, need to be carefully protected. Following the principle of least privilege ensures that both users and systems only have access to the resources they genuinely need. For instance, a social media management tool should not have access to sensitive payment data unless absolutely required.
Adopting a Zero Trust Network Access (ZTNA) model can further enhance security. Tools like Cloudflare Access or Zscaler Private Access help enforce this approach, which treats all traffic as untrusted, regardless of its origin.
To minimize risks, API keys should be stored securely in environment variables or secret management tools and rotated regularly.
Data Encryption
Encryption is another vital layer of API security. Using HTTPS with TLS ensures that all data transmitted through APIs remains secure. REST APIs typically rely on SSL, TLS, and HTTPS for encrypting data in transit, while SOAP APIs use XML signatures for added protection.
For data at rest, database encryption is essential. Even if attackers manage to breach storage systems, encrypted data remains inaccessible without the proper decryption keys. This is particularly crucial for marketing tools that handle sensitive customer information, campaign metrics, and other private data.
Additionally, practices like input validation and output encoding help guard against injection attacks and cross-site scripting (XSS), which could otherwise compromise your marketing data.
Vendor Compliance and Certifications
Ensuring third-party APIs meet strict compliance standards is just as important as encrypting data. Before integrating any third-party API, conduct a thorough vendor assessment to evaluate their security measures, compliance certifications, and incident response capabilities.
API gateways serve as an additional protective layer, controlling and monitoring access. They support features like rate limiting and caching while validating requests, authenticating users, and monitoring traffic for suspicious activity.
Continuous monitoring is key to early threat detection. Keep an eye on API usage to identify unusual patterns that could signal unauthorized access or data breaches. Logging all API activity for audits and integrating vulnerability detection into incident response workflows can further strengthen your security posture.
As Assaf Rapport, Co-founder and CEO of Wiz, points out:
"You cannot be efficient if [you have] multiple products, multiple technologies, that are actually not connected. [...]. You need one solution. Consolidate - and only then [can you] be actually efficient and effective with your cloud security program".
Regular security testing throughout the API lifecycle is another critical step. Automated tools can quickly spot and fix vulnerabilities, while vulnerability management programs help teams focus on addressing the most pressing risks. Establishing patch management procedures and using automated tools for updates can also streamline the process of detecting, downloading, and deploying security fixes.
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7. What tools prevent misconfigurations?
Misconfigurations are a major risk for SaaS marketing tools today. Research from the Cloud Security Alliance shows that 65% of organizations face challenges in identifying and fixing SaaS misconfigurations. Even more alarming, over 40% of data breaches now stem from misconfigured SaaS applications. To tackle these risks, automated tools play a critical role in preventing misconfigurations from turning into full-blown security incidents.
Access Controls and Authentication
Tools like SaaS Security Posture Management (SSPM) solutions automatically audit security settings and offer actionable recommendations to fix vulnerabilities across marketing platforms. Similarly, Cloud Access Security Brokers (CASBs) enforce security policies and provide data loss prevention measures. Despite their importance, only 23% of organizations have full visibility into their SaaS environments, with many relying on basic tracking methods. These tools create a foundation for continuous monitoring and better security management.
Real-Time Monitoring and Alerts
Cloud Security Posture Management (CSPM) solutions help by continuously scanning configurations for vulnerabilities, such as unsecured data storage or excessive user permissions. Many SSPM tools now include real-time monitoring and alert systems. For instance, SaaS Alerts uses machine learning to detect unusual activity and can automatically lock accounts during a breach. Adaptive Shield provides real-time risk assessments to quickly identify potential issues. Some platforms even integrate with tools like Slack to send instant notifications when misconfigurations are detected.
Vendor Compliance and Certifications
Automated tools are only part of the equation - vendor certifications also validate proactive security measures. With 88% of organizations reporting SaaS security incidents, and three-quarters of network intrusions in 2024 linked to misconfigurations or identity-related problems, compliance plays a key role. Organizations that consistently use SSPM solutions for monitoring are projected to reduce security incidents by up to 60% by 2026.
As Vlad Petrovych, CRO at Noltic, highlights:
"In our experience, the biggest risks in SaaS security rarely come from sophisticated attacks. Instead, they come from everyday oversights. Over-permissioned API users, sandbox data exposures, misaligned access roles… These are the cracks that become breaches. So, without the right architecture and governance, even the best tools are underused. Security in your SaaS company should be about designing systems that stay secure even when people make mistakes".
Given the prevalence of misconfigurations as a leading cause of cloud breaches, it’s no surprise that 93% of security leaders have increased their SaaS security budgets in response to recent incidents. Modern SSPM solutions, with their ability to automatically detect and fix vulnerabilities, provide a significant edge over manual monitoring methods.
8. Does the platform support detailed audit logs and user activity tracking?
Audit logs are essential for keeping track of every action within your SaaS marketing platform - identifying who did what, when, and what changed. They play a key role in maintaining security and meeting regulatory requirements.
Access Controls and Authentication
A reliable SaaS platform should log all authentication events and user access activities. Take Salesforce Event Monitoring, for example - it tracks over 50 types of events, such as logins, API calls, and record access, helping to detect unusual patterns. These logs not only support compliance but also enable proactive security measures, reinforcing the standards mentioned earlier.
Database activity, including POST, UPDATE, PATCH, and DELETE requests, must also be logged comprehensively. Each entry should include details about who made the change and when it occurred.
Real-time monitoring adds another layer of value to audit logs. For instance, Salesforce's Real-time Event Monitoring allows teams to track critical actions as they happen. Features like Transaction Security Policies can trigger automated responses, cutting the average issue detection time from months to mere hours.
Data Storage and Residency
Capturing logs is just one part of the equation. Proper retention and secure storage of these logs are equally important. Retention periods vary depending on the industry. While many organizations keep logs for at least a year, regulated industries may require retention for 3 to 7 years - or even up to 10 years, as seen with Salesforce Shield 2.0's Field Audit Trail. To ensure security, logs should always be encrypted and stored securely.
Vendor Compliance and Certifications
Cloud security incidents surged by 154% in 2024, often due to missed updates and poor configurations. Alarmingly, only 18% of leading SaaS applications have SOC 2 or ISO 27001 certifications, even though 71% claim GDPR compliance.
Platforms with customization options allow administrators to fine-tune audit logging to meet their specific security needs. For example, Zscaler provides filters for targeted log searches and enables users to export logs for deeper analysis.
"Audit logs shouldn't be an afterthought. They're not just for post-incident reviews, they're how you catch small issues before they become serious risks".
Advanced log search and analysis tools enhance incident response capabilities. Opt for platforms that combine real-time log ingestion with AI-driven analysis to spot anomalies that might signal a security threat. This approach elevates audit logs from a simple compliance tool to an active component of your security strategy.
9. What are the default data retention periods?
Understanding your platform's default data retention periods is crucial for meeting both security and regulatory standards. These policies determine how long data is stored before being permanently deleted, and retention timelines can differ significantly between service providers.
Data Storage and Residency
Retention periods vary widely across SaaS providers. For instance, platforms like Dropbox, Microsoft, Salesforce, Slack, and Google offer default retention periods ranging from 30 to 365 days. Many also provide options for extended or customizable settings. This range highlights the importance of ensuring that your chosen provider's policies align with your legal and organizational requirements.
Vendor Compliance and Certifications
Certain regulations, such as ISO 27001 and HIPAA, establish minimum retention requirements. For organizations under PCI-DSS, while corporate-level retention policies can be set, annual audit statements are mandatory. Non-compliance with laws like GDPR can result in fines of up to €20 million or 4% of global annual turnover, while intentional violations of the CCPA may lead to penalties as high as $7,500 per violation.
Many SaaS providers offer flexibility to customize data retention policies to meet specific needs. For example, Salesforce users can tailor their settings to automate data storage, anonymization, and deletion processes, ensuring compliance with regulations like GDPR's right-to-be-forgotten.
Before committing to a marketing platform, verify that its default retention periods align with your business and legal obligations. Ask about customization options and always maintain independent backups of essential data. Regularly review and adjust your data retention policies to support your overall security strategy.
10. What are the vendor's disaster recovery and business continuity protocols?
For businesses relying heavily on SaaS for their marketing operations, having a solid disaster recovery plan from your vendor is non-negotiable. This ensures your data stays protected and your services remain operational, even during unexpected disruptions like outages or cyberattacks.
Data Storage and Residency
The backbone of effective disaster recovery is geographic redundancy and automated failover systems. Top-tier SaaS providers often spread their infrastructure across multiple physical locations, allowing for smooth transitions during regional outages. Additionally, many providers maintain active recovery sites where data is regularly backed up or replicated.
When reviewing your service level agreement (SLA), pay close attention to how often backups occur. This is critical, especially given that 59% of organizations relying solely on their SaaS vendor for data protection have experienced data loss. A thorough understanding of these backup protocols complements earlier safeguards like encryption and preventing misconfigurations.
Vendor Compliance and Certifications
A strong disaster recovery plan isn't just about data - it also covers a wide range of potential threats, including natural disasters, ransomware attacks, power failures, and system outages. Vendors should clearly define their Recovery Point Objective (RPO) and Recovery Time Objective (RTO) in their SLA. These metrics outline the acceptable amount of data loss and the maximum allowable downtime. Alongside this, vendors should provide detailed timelines for restoring services, emergency response procedures, and clear communication plans to keep all stakeholders informed during a crisis.
Routine testing of these recovery plans is equally important. Best practices suggest performing a full review annually, while critical components - like emergency drills, tabletop exercises, and full recovery simulations - should be tested more frequently. These tests help identify and address vulnerabilities before they become real problems.
With predictions that 85% of business applications will be SaaS-based by 2025, the stakes are high. A single vendor outage can ripple across interconnected systems, making it crucial to confirm that your vendor has systems in place to manage integration dependencies during recovery scenarios.
While understanding your vendor's disaster recovery and business continuity protocols is crucial, it’s equally important to pair these measures with your own internal backup strategies to ensure your operations and data remain secure.
Security Features Comparison Table
This table condenses the key security measures covered earlier into a straightforward, side-by-side comparison. Use it to evaluate and choose the SaaS marketing tool that aligns best with your data protection needs.
| Security Feature | What to Look For | Industry Standards | Key Considerations |
|---|---|---|---|
| Data Storage Location | Location of data centers, onshore vs. offshore options | US-based centers for compliance; EU regions for GDPR | Onshore storage supports regulatory compliance and real-time collaboration. Offshore options may reduce costs by 60–80% but could introduce security challenges. |
| Authentication Methods | MFA, SSO, biometric options | SAML 2.0, OAuth 2.0, OpenID Connect | Prioritize mandatory MFA and integration with enterprise identity providers for secure access. |
| Encryption Standards | AES-256 for data at rest; TLS 1.3 for data in transit | NIST-approved encryption algorithms | AES-256 encryption offers stronger protection than 128- or 192-bit alternatives, ensuring robust data security. |
| Compliance Certifications | SOC 2 Type II, ISO 27001, GDPR, CCPA, HIPAA (if applicable) | Annual third-party audits, continuous monitoring | SOC 2 evaluates Security, Availability, Processing Integrity, Confidentiality, and Privacy. |
| Incident Response Time | Initial response within 1–4 hours; resolution based on severity | 24/7 Security Operations Center (SOC) monitoring | For critical incidents, sub–1-hour response times with clear escalation procedures are ideal. |
| Key Management | Automated key rotation, secure storage, robust access controls | AWS KMS, Google Cloud KMS, or similar enterprise tools | Regular key rotation and secure archival reduce vulnerabilities and potential attack surfaces. |
| Audit Logging | Real-time tracking, data export, retention periods | Minimum 1-year log retention, immutable audit trails | Logs should detail user actions, data access, and system changes for comprehensive tracking. |
| Data Backup & Recovery | Geographic redundancy, automated backups, RTO/RPO commitments | RPO under 1 hour; RTO under 4 hours for critical systems | With two out of three businesses reporting SaaS data loss, reliable backup strategies are crucial. |
When deciding on data storage location, weigh the pros and cons of onshore versus offshore options. Onshore centers offer better regulatory compliance and smoother collaboration, while offshore solutions can cut costs by up to 80%. The global IT outsourcing market hit approximately $98 billion in 2021, pushing many organizations to reconsider onshoring to minimize security risks.
Pay close attention to encryption key management. Centralized key management not only enforces strict access controls but also simplifies audits. Proper key management ensures that even if data is breached, it remains unreadable.
This comparison framework can also serve as a foundation for creating a scoring system tailored to your needs. Assign weights to each category based on your industry’s security priorities and risk tolerance. Then, evaluate vendors systematically to identify the best fit for safeguarding your marketing operations.
Conclusion
Structured security assessments are essential for SaaS marketing tools that handle sensitive customer data. With 94% of technical professionals relying on SaaS-based solutions and 73% of businesses planning to transition all systems to SaaS, these assessments play a key role in identifying vulnerabilities and ensuring compliance. Considering the global financial impact of data breaches, the importance of these evaluations cannot be overstated.
The numbers paint a concerning picture: only 23% of organizations have complete visibility into their SaaS applications, and 55% report employees using SaaS tools without security approval. Moreover, 50% of organizations have experienced data leakage, and 52% have faced data breaches. Gartner estimates that by 2025, 99% of cloud security failures will result from human error. These statistics highlight why structured assessments are no longer optional - they are a necessity.
"SaaS applications are like the adhesive that holds most of today's businesses together. Since you cannot imagine an hour of work without logging into some SaaS tool, it is better to be aware of SaaS security issues, and the importance of consistent SaaS security assessment."
– Ankit Pahuja, B2B cybersecurity marketing lead, Astra
This insight emphasizes the critical role of structured assessments and robust comparison tools. For businesses looking to streamline vendor evaluation, the Marketing Analytics Tools Directory offers a detailed comparison of security features. It provides information on data storage practices, authentication methods, encryption standards, compliance certifications, and disaster recovery protocols. The platform’s categorized approach helps organizations systematically compare tools across the ten key security questions discussed in this article, making it easier to identify secure options.
For managed service providers, these assessments go beyond protection - they offer a way to demonstrate value to clients:
"Those assessments are really where you show clients the gap between the security they need and the security they have. This helps show how dangerous their environment really is. SaaS Alerts plays a big, big role there."
– Kirolos Abdalla, WOM Technology Management Group
FAQs
What steps can I take to ensure a SaaS marketing tool complies with local and international data protection laws?
To comply with local and international data protection laws, it's essential to confirm that your SaaS marketing tool aligns with regulations like GDPR, CCPA, or HIPAA, depending on your industry and location. Key features to look for include data encryption, role-based access controls, and consent management systems designed to meet these standards.
Beyond that, make it a habit to review the tool's privacy and security policies regularly. Conduct data audits to ensure compliance and check that the tool provides clear transparency about how customer data is managed. Opt for tools that stay current with certifications and perform frequent security assessments - this not only safeguards sensitive information but also strengthens customer confidence.
How can I assess the incident response capabilities of a SaaS vendor?
When assessing a SaaS vendor's ability to handle security incidents, begin by examining their documented procedures. Pay close attention to how they detect, address, and resolve breaches, as well as their alignment with industry standards and regulations.
Inquire about their incident management protocols. This includes the frequency of security audits, the level of employee training on security practices, and how often they perform data backups. Additionally, verify their compliance with any legal and regulatory requirements that apply to your industry. Taking the time to evaluate these factors can give you confidence that the vendor is equipped to manage security challenges and safeguard your data effectively.
What steps should I take to evaluate the security of third-party integrations and APIs in a SaaS marketing tool?
To assess the security of third-party integrations and APIs in a SaaS marketing tool, begin by carefully reviewing the vendor’s security protocols and API documentation. Pay close attention to critical elements like authentication methods, encryption techniques, and access control measures.
You should also actively test for potential vulnerabilities, such as weak authentication systems or unprotected data transmissions. Regularly monitoring API activity is another key step. Adding rate limiting and ensuring adherence to industry security standards can provide an additional layer of defense. These practices are essential for protecting your data and keeping your marketing operations secure.
