I’ve written an updated post on how the impending ePrivacy regulations will impact on B2B marketing and B2B sales here: Update on ePrivacy’s impact on B2B marketing and sales
This very useful article from the DMA on how GDPR will affect B2B marketing is a must read. Crucially:
“…when emailing or texting, you do not need the prior consent/opt-in from the individual. You can therefore send them a marketing email/text as long as you provide an easy way to opt-out of future communications from you.”
The key difference with GDPR is to do with the collection, processing, retention and deletion of data. What we do with it as marketers is (largely) covered by the pre-existing Privacy & Electronic Communications Regulations (PECR).
From discussions I’ve had, I think there are still a lot of marketeers who need to clarify their understanding around this new ‘consent’ that is required around the collection and processing of personal information:
“There will be other obligations under GDPR when collecting personal data that will apply, for example enhanced information requirements, the clear recording of consent and improved privacy policies.”
But what does this mean for marketing process? For many, the tighter controls around prospect and customer data strikes fear in to their heart. How will we prove consent for the data we already have? How will we persuade website visitors to hand over their data? How will we continue to run targeted marketing campaigns without all this data?
To answer the first point, well you need to make sure you have consent, that meets the requirements for valid consent under GDPR – this may mean getting consent again. This will ensure you have a valid legal basis to process personal information (or ensure that you can declare a valid ‘legitimate interest’ that does not over-ride the rights and interests of the data subjects in question. You also need to be transparent about all your activities involving that personal information in your privacy policy.
If you intend to use this personal information for B2C email marketing then you need to make sure you also obtain consent for this and make sure that also meets the GDPR description of informed consent.
You might loose a lot of contacts from your CRM but chances are, if you haven’t been able to demonstrate to these contacts the value of them providing consent, then these people probably shouldn’t be in your CRM anyway. As to the second question, an interesting point is made in the comments of the above linked article:
“It’s all about being transparent. If you can demonstrate that an individual’s data is being treated with respect, held securely, and if you can show you have their interests at heart, then you’re on the way to strengthening trust and engagement with your customers – a relationship that pays real dividends.”
GDPR definitely can be considered to be an opportunity to re-engage and sign post trust. But it’s also a question of the value creation (or demonstration!) by marketeers. If you are worried about getting prospective customers to sign up for your mailing lists, your content offers, or otherwise, then the real issue might be the strength of your sales and marketing teams at getting across your value proposition and developing meaningful, and valuable (desirable), marketing collateral.
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