Until then, GDPR draws no distinction between B2B and B2C communications. Under the GDPR, the personal data you collect should be adequate and relevant to the purpose of its processing (Principle c: Data Minimisation). The EU’s biggest privacy update in more than two decades has now come into effect – and with 57% of B2B sales professionals not aware of what GDPR is (via Demand Gen Report) – now is the time to look at how GDPR has affected your sales team and how you can "legally" prospect under GDPR. 3. Without a problem you can send marketing texts or emails to any corporate body – even to a government body. The GDPR doesn’t refer to B2B or B2C contacts. In this article, we’ll explain how to ensure GDPR email compliance. LinkedIn lead generation is critical in a modern B2B strategy: to source leads, connect with prospects and nurture customers. Unlike the other legal bases, your basis for processing data can be contested. How does PECR apply to B2B marketing? This, in turn, implies that these individuals have rights which among other things include the right to be informed about the data processing. Data Access. In addition, provide an opt-in tick box which makes clear what the subscriber agrees to. First off, I am sure you have seen a few definitions of what the GDPR is and what it means so I will keep this brief. However, document everything in case your company gets investigated. This article dispels the myths around cold emailing under the new regulations and gives you some simple, actionable tips to ensure your B2B email campaigns are GDPR-compliant. If your service does not specifically relate to the company’s statute, explain the reasons you thought them a relevant person to contact. The subject line is simple and clear – “The law is changing. Read about GDPR compliance more broadly in this round-up by the CNS Group. However, this is not true. Also in case the individual is acting with professional intention, let’s say f.e. In our blog article we highlight how to get the most out of Q4 whilst still setting yourself up to succeed in Q1 2021. In the UK we have opted to follow PECR (the Privacy and Electronic Communications Regulations of 2003) which means that business to business communications do not require opt-in consent. GDPR in B2B Marketing. Nevertheless, you have to take into account that you are contacting a human being and not a computerized machine. It will remain a choice between using consent or legitimate interests for sending electronic B2B communications. Email personalization tools like Mailshake can help. Finally, expect some pushback from your prospects. Ensure you are extremely precise in choosing who your ideal prospects are and who your segments are, and tailor your copy and campaigns to those prospects and their pain points. As Article 6, Clause 1 in the GDPR Legislative Acts states, legitimate interest is only legal if “processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.”. Sole Traders and some Partnerships do fall into this category and should be treated as B2C 3. Switzerland. If the goal can be reached in other ways which are less intrusive, you will be not able to rely on legitimate interest. Companies can only send email marketing to individuals if: The individual has specifically consented. Growthonics offers CRM cleansing and data discovery services to B2B companies of all sizes. If you are using Growthonics for list building, check with your account manager what sourcing process we are using. At this point, it … Lead Forensics, a B2B lead generation software tool, have also confirmed that it’s their understanding that you can continue to email individuals at a business. First off, I am going to briefly deal with this question as I know that anyone who has experienced the onslaught of GDPR articles and emails from B2C companies will be confused about this point. As someone sending cold email campaigns, you need to inform your recipients how to exercise their right to erasure and their right to restriction. The GDPR covers all communications with data subjects (B2C & B2B) however there are still other regulations in force (the PECR which will be replaced soon by the ePrivacy Regulation) and for the UK the Data Protection Bill when it gets passed and becomes law. If your company is serving B2C and B2B customers, be sure to separate these contacts. You can talk to someone about our service here. ----Appendix 2 - B2B and B2C Email Marketing under GDPR. For more information, please follow this link. Though, in case they have received similar content from you on previous occasions and have not exercised their opt-out option you are allowed to contact them. 2. Have you heard about these rumours that GDPR may kill the success of newsletters and email campaigns? We opt to simply write in our email footer than any of our campaign recipients are free to reply and say they aren’t interested, in which case we will remove them from our database and mailing list. However, an unsubscribe link is only one of the suggested ways of opting out. What is clear from that is that stricter rules should ensure and respect an individual’s privacy and consequently its’ personal data. But this will come to … As usual, ASOS’ approach is impressive. This, in turn, implies that these. However, with all this talking about GDPR. This is the: “but why are you still doing this?” type of cold emailing. For example, if we are using LinkedIn to source your leads, a good response to the prospect would be: “We are using a third party prospecting service (www.taskeater.com) and they found your profile on LinkedIn as you fit our typical customer profile. Yes, you may have to respect GDPR again, unless you have a legitimate interest. Bought Lists. Don’t forget that behind your business contact stands an individual; thus you are processing his personal data. You prospected, you prepared, you agonised over the copy – ‘Out of Office’ (OOO) replies are incredibly frustrating to many in outbound email because it means a missed opportunity. And one question being asked frequently is about the ways in which email communication is regulated under GDPR. As the ICO outlines, “The onus is also on you to ensure – and demonstrate – that your interests are balanced with the individual.” It is key you are aware of the full context and logic behind your use of legitimate interest. But, for many B2B marketers, the question is how? To identify whether you have it or not, you should ask yourself the following three questions. B2B email marketing is pervasive: it can be very effective or just downright annoying. It is about personal data protection. A new company project? The most important aspect of the opt-out is that it is clear, easy to follow and enforced on your end. With effective targeting your reasons for … However, the legitimate interest basis is NOT a catchall excuse you can use to cover anything in the realm of business. So if you are working in B2B marketing, you have to take both into account. They can be for example commercial, individual or of third parties. Oh and just to clarify that email isn’t personally identifiable and as such won’t fall under GDPR! An ‘unsubscribe link’ at the bottom of your email is the easiest way to automate that process and ensure compliance across your lists. During the holiday season, most companies put lead generation activities on hold, but is a seasonal shut down the right approach? If your service does not specifically relate to the company’s statute, explain the reasons you thought them a relevant person to contact. That is starting already from the point you can identify an individual in a direct or indirect manner. Whether you are buying data or collecting it yourself, you should always keep (or ask for) a record of how and why you have collected and processed data. Whatever your views, it’s generally agreed that the forthcoming General Data Protection Regulations will affect it in some way. B2B marketers doing business in Germany should provide a double opt-in consent system unless they are sending marketing emails related to products or services that the recipient has purchased (from the sender) in the past. For example: “Hi Patrick, I found your profile on LinkedIn as I was looking to build up my network of influential leaders in sales and after some research into [company name] I thought our service might be of interest.”. Are you set to get your ASOS emails?” Take a look at the email content below. So let’s bring some light into the darkness and clear up any doubts. In addition, it includes individuals’ right to an ongoing choice and control over your use of their data. However, if you are worried about spooking prospects with a disclaimer, you can also simply ensure that you integrate the above three points into the copy of your email. In the past, we’ve relied on buying emails in bulk and blanket-mailing to other firms’ inboxes. I have processed your name and email address solely for the purposes of sending this message to you. Look for lead replacement if you are talking to another service provider. However, getting the most out of the platform can be hard – which is why I have summarised these 4 easy steps to help you get started. GDPR Recital 47 doesn’t say legitimate interests allows you to ignore PECR and send email marketing without consent or a customer relationship just because you really want to, or because it would be inconvenient to obtain permission. General Data Protection Regulation (GDPR). To identify whether you have it or not, you should ask yourself the, Consent is always given out of free will. This is completely within a prospect’s rights to ask, even if the email address in question is corporate. If data processing is not expectable or is doing any harm, personal rights, interests and freedom of the individual clearly override the legitimate interests. Have you been helpful to other companies in this industry? Let’s go briefly through some essential facts. If you have servers in other countries you must openly state this in your Privacy Policy or on your website. There is a lot of misinformation about the GDPR and what it means for sales and marketing strategies going forward. An article they have recently shared? An estimated 80% of B2B leads come from LinkedIn. Here is an example of an email footer we’d use: “If you aren’t interested and don’t want to hear from me again, just reply ‘No thanks’ and I’ll remove you from my list.”. Your simple identification and the supply of your contact details are adequate to reach out to companies, Scottish partnerships, other corporate bodies eg limited liability partnerships, and government bodies – excepting sole traders and some partnerships. Only take their home address if you plan to send them something in the post. The way you send email marketing campaigns has changed under GDPR. Share this: By: Neal Dyer on 19th December 2017, 6 minute read. But how do existing contacts, in general, need to be treated? For further information about what CRM cleansing is and whether you need it have a read of these articles we have published over the last month: If you are worried about having the time to perform CRM cleansing, outsource it. you have an email address which reveals first name and surname. It is particularly interesting that PECR in comparison to GDPR is also valid when you do not even know the name of the person you are going to contact. If you can answer all of them with a “YES”, you are ready to go! We are afraid, however, that we can not confirm this simple reasoning. Consent is always given out of free will. In addition, it includes individuals’ right to an ongoing choice and control over your use of their data. Funnily enough, the next line says “You’re in con… Trigger event selling allows you to get to your prospect at a point where they are most receptive to your solution, before they find your competition. Specifically, we will review User Consent and the Right to be Forgotten. This also means GDPR sanctions will be available to the regulator if you breach the rules. So let’s bring some light into the darkness and clear up any doubts. GDPR and Email Marketing The new general data protection regulation (EU GDPR) has a direct impact on marketing practices, including email marketing. Data security is a key aspect of the GDPR and needs to be a focus for you if you are storing personal data. Here we highlight the importance of CRM Cleansing and how it can generate new business. Liechtenstein, Glärnischstrasse 18 2. With effective targeting your reasons for … This is not something you want to take chances with. Your legitimate interest needs context. In gov.uk’s official Marketing & Advertising guidelines, they say: “You must make it easy to opt-out – for example by sending a ‘STOP’ text to a short number, or using an ‘unsubscribe’ link.” Although they have cited the ‘unsubscribe’ link, they by no means say this is the only way of doing things. How do we do this? Instead of seeing it as a burden, you should start to see it as an opportunity. The ICO describe it as the most appropriate basis when “the processing is not required by law but is of a clear benefit to you or others”. There are more general answers that do not require a deep dive into someone’s LinkedIn likes. In our latest blog article, we highlight how you can still generate new sales in December, whilst developing your sales pipeline for the New Year. Right approach instead of seeing it as a lawful basis for processing data is given makes clear what the agrees. Their legitimate interest by processing the data of their reach serving B2C and customers. 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