{"id":5229,"date":"2023-07-17T11:47:53","date_gmt":"2023-07-17T11:47:53","guid":{"rendered":"https:\/\/www.lakeb2b.com\/blog\/?p=5229"},"modified":"2023-07-17T11:47:53","modified_gmt":"2023-07-17T11:47:53","slug":"the-impact-of-gdpr-and-other-privacy-regulations-on-b2b-marketing-practices","status":"publish","type":"post","link":"https:\/\/www.lakeb2b.com\/blog\/the-impact-of-gdpr-and-other-privacy-regulations-on-b2b-marketing-practices\/","title":{"rendered":"The Impact of GDPR and Other Privacy Regulations on B2B Marketing Practices"},"content":{"rendered":"

What is GDPR?\u00a0<\/strong><\/h2>\n

GDPR which stands for General Data Protection Regulation is a regulation that came into effect on May 25, 2018.<\/p>\n

The GDPR states that businesses that collect and use public data for various business reasons should adhere to the laws of GDPR. The law was designed to protect the public data of European Union (EU) member states.<\/p>\n

What is GDPR in B2B Marketing Space?<\/strong><\/h3>\n

As the GDPR law talks about protecting the personal data of customers used by businesses, GDPR will have a major impact on B2B sales activities in terms of how businesses will handle and process the customer data they collected for sales and outreach activities.<\/p>\n

To be GDPR compliant, companies must keep their audience informed about collecting the data and a valid reason for why they are collecting any kind of data.<\/p>\n

\"GDPR<\/a><\/p>\n

B2B Marketing and sales processes predominantly rely on consumer data. Email marketing campaigns, sending cold emails, or any sales strategy that collects phone numbers, B2B email databases, names, and job titles qualify as personal data.<\/p>\n

As per the GDPR, the above personal data should be used with the consent of the respective person from whom the data is collected, also the customer should be informed about how, and why the data is collected and how it will be used throughout the sales process.<\/p>\n

Additional Read:\u00a0Tick off these 6 Points before 25th May for Complete GDPR Compliance<\/a><\/strong><\/em><\/p>\n

How does GDPR impact B2B marketing practices?\u00a0<\/strong><\/h3>\n
    \n
  1. \n

    Seeking Data Permission from Customers<\/strong><\/h4>\n<\/li>\n<\/ol>\n

    B2B businesses should seek permission from customers (data subjects) before using data in any format. Data Permission is one of the key factors of GDPR Compliance for B2B sales<\/a>.<\/p>\n

    \"Seeking<\/a><\/p>\n

    B2B sales process should use the data that have explicit consent from the data subject or adhere to the lawful basis of the GDPR. The process of \u201cdata permission\u201d is usually fulfilled by providing \u201ctick boxes\u201d or \u201cI agree\u201d check boxes that clearly take permission from the data subject before processing the data.<\/p>\n

      \n
    1. \n

      Individuals’ Right to Access their Data\u00a0<\/strong><\/h4>\n<\/li>\n<\/ol>\n

      B2B organizations should provide the individual right to access their data to remain GDPR compliant in their sales and marketing process.<\/p>\n

      This means, when an organization collects data from the data subject or through vendors or any other data resources, the data subject (customer) must be able to access the data anytime to withdraw or continue their interest.<\/p>\n

      \"Individuals'<\/a><\/p>\n

      The customer should be given the complete flexibility to withdraw their consent. This can be done in the form of \u201cUnsubscribe\u201d buttons, \u201cUntick option from the checklist\u201d, no-reply emails with information containing withdrawal options, etc.<\/p>\n

      Organizations should provide easy opt-in and opt-out flexibility to the subject. It means a subject can withdraw their consent to the processing of data anytime (Opt-out) or one can accept to process the data (Opt-in).<\/p>\n

        \n
      1. \n

        Collecting unnecessary data is non-compliant with GDPR\u00a0\u00a0<\/strong><\/h4>\n<\/li>\n<\/ol>\n

        Data focus is another primary aspect of the GDPR. B2B sales and marketing teams cannot collect unnecessary data and cannot be used for different purposes if the customer is not informed about it.<\/p>\n

        \"Collecting<\/a><\/p>\n

        Data focus refers to using and processing the data for a specific purpose which was mentioned during data collection initially. GDPR obliges organizations to have a lawful basis before processing personal data, and the process should be clearly defined and communicated to the data subjects (customers).<\/p>\n

        Using or processing personal data out of focus-purpose leads to penalties from GDPR.<\/p>\n

        Some of the key principles of GDPR that provide privacy rights to the data subjects are:<\/strong><\/p>\n