For example, if you collaborate on a piece of content with another company, you need to inform anyone who subscribes of your intention to share the subscription list with your partner. This article by GDPR consultant Mark Gracey explains that a little more – When B2B data is personal data and what that means with the GDPR. “Do I need consent to contact B2B customers?” As with any type of marketing communications consent is not always required as it isn’t the only legal basis for processing. But, for many B2B marketers, the question is how? That means you have to consider two key things: the adequacy of your data collection (how much data do you really need for what you are going to achieve) and the relevancy of your data collection (is the data you are collecting the right data for your purposes). The most important aspect of the opt-out is that it is clear, easy to follow and enforced on your end. However, with all this talking about GDPR. Email personalization tools like Mailshake can help. The EU even declares: “The proposed Regulation on Privacy and Electronic Communications will increase the protection of people’s private life and open up new opportunities for business.”. I then guessed your email address and ran it through a verification tool we use to build lists for all our clients.”. You might feel now overwhelmed by the regulations. Did you know that according to a survey of trustarc from June 2018 only 20% of companies believe that they are compliant with GDPR? In these cases take the time to do some background research into your prospect and provide some context in your email copy. This means if you can identify an individual either directly or indirectly, the GDPR will apply - even if they are acting in a professional capacity. However, you have to distinguish here between a corporate body’s email address (email@example.com) and a personal corporate email address of an employee (firstname.lastname@example.org). As much of the press coverage has centred around consent and the individual’s right to privacy, there have been many misconceptions about what GDPR actually means for B2B email outreach. Under the GDPR, the personal data you collect should be adequate and relevant to the purpose of its processing (Principle c: Data Minimisation). Out with the old, in with the new. So we need to go back to basics in terms of GDPR and think about what is our lawful ground of processing? The second key principle of the GDPR is designed to give people access to the information about their personal data. Without a problem you can send marketing texts or emails to any corporate body – even to a government body. Legitimate interest is one of the 6 lawful bases of processing data under the GDPR and covers business interests. 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. If your service does not specifically relate to the company’s statute, explain the reasons you thought them a relevant person to contact. The same you have to do for all consent given. Q14: Can you send a B2B cold email to a personal email address (such as Gmail) if the email is still targeted at the job position of a person? We are afraid, however, that we can not confirm this simple reasoning. As usual, ASOS’ approach is impressive. Whatever your views, it’s generally agreed that the forthcoming General Data Protection Regulations will affect it in some way. And don’t forget, that GDPR is not applying to all of your activities. Create a list (a suppression list) of all the companies and individuals who have asked to be removed from your database, then ensure that you and your team members do not contact them again. With effective targeting your reasons for … FL-9490 Vaduz Despite protecting personal data, the GDPR doesn’t stop people prospecting or collecting leads, it simply demands a greater level of care and accuracy from lead generators. So better not give up and stand the competition by reading this article and making your B2B marketing compliant with GDPR. Consent is always given out of free will. 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. Any response can include a combination of these three main points. Cleansing your CRM database of old and out-of-date leads is a necessity with GDPR, and of course to ensure you aren’t paying to store dead leads. What is clear from that is that stricter rules should ensure and respect an individual’s privacy and consequently its’ personal data. Many of the determined rules in the PECR protect individuals as well as companies. That is starting already from the point you can identify an individual in a direct or indirect manner. If the goal can be reached in other ways which are less intrusive, you will be not able to rely on legitimate interest. How can I build my outbound sales funnel under GDPR? That might cause already some confusion at this early point of the article. Now for existing customer I would say that there is a good legitimate interest ground to be emailing those customers marketing, okay? Let’s go briefly through some essential facts. The GDPR doesn’t refer to B2B or B2C contacts. In our blog article we highlight how to get the most out of Q4 whilst still setting yourself up to succeed in Q1 2021. 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”. Read about GDPR compliance more broadly in this round-up by the CNS Group. They then guessed your email using publicly available information and ran it through a verification tool.”. Newsletter mailings and e-mail marketing are a fixed part of the online marketing universe. However, you have to, Don’t forget that behind your business contact stands an individual; thus you are processing his personal data. You need to immediately cut to why you think your recipient is a relevant person for you to be contacting and how you have then processed their data to make contact. The way you send email marketing campaigns has changed under GDPR. Moreover, it has to be separated from the general terms and conditions and needs a visible and at all time possible opt-out option. But how do existing contacts, in general, need to be treated? 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. You have to ask for active consent when processing personal data 2. 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. Against that, a B2B marketing survey of Contentive found out that email marketing has been in focus for ongoing investments in digital marketing and expects further growth. Yes, you may have to respect GDPR again, unless you have a legitimate interest. This means our B2B contacts will need to give 'explicit consent' if we want to send them marketing messages. With effective targeting your reasons for … With effective targeting your reasons for contacting a prospect should be self-evident, but always follow through in your email copy and explain exactly why your offering is relevant and why you are reaching out. Unlike the other legal bases, your basis for processing data can be contested. The GDPR speaks about data subjects residing in the EU and a data subject is an identified or identifiable natural person whose personal data is processed by a controller or processor. Here we highlight the importance of CRM Cleansing and how it can generate new 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. 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. If you are using Growthonics for list building, check with your account manager what sourcing process we are using. Business Data: The GDPR only applies to data relating to individuals, not relating to businesses. Processing is only allowed by the General Data Protection Regulation (GDPR) if either the data … Continue reading Email Marketing If they do not give active consent to join your mailing list or to be sent further correspondence from initial contact, then you must not retai… So let’s bring some light into the darkness and clear up any doubts. Not only do these laws apply to organizations based in the EU, but they also applyto anyone who stores or processes data on an EU citizen. 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. How do we do this? Copyright © 21iLAB 2019 - All rights reserved. OOO replies are a potential gold mine for lead generation and updating your contact database. You can start by adjusting your subscription forms on the website. Both TalkTalk and Carphone Warehouse received 400k fines for this particular offence. What applies in the latter case? So, for example, if you have the name and number of a business contact on file, or their email address identifies them (eg email@example.com), the GDPR … As a supplier of email lists and leads for countries across Europe Growthonics has taken steps to ensure total compliance. For more information about this, read the Information Commissioner published guidelines on cold B2B marketing outreach or for something shorter, my recent article: Why GDPR Doesn’t Mean We Are Going To Stop Contacting Businesses. GDPR: B2B vs B2C – can you still email your database? Nevertheless, you have to take into account that you are contacting a human being and not a computerized machine. That is starting already from the point you can identify an individual in a direct or indirect manner. Find a process that works for you and then strictly keep to it. And one question being asked frequently is about the ways in which email communication is regulated under GDPR. However, aside from a digital makeover, the biggest change to the EU data protection comes in terms of their reach. The organizer acts in their legitimate interest by processing the data of their cards. The individual’s right to privacy and confidentiality means that any personal data you collect is not yours to manage freely. Lots of things stand out: 1. A given example of ICO suggests that in case of a business event where guests leave their business cards to the organizer, it can be assumed that they expect to be contacted in terms of networking activities for example. This is not something you want to take chances with. Again, if you keep detailed lead generation records, or ask for these from your suppliers, then you have a detailed response to this question. Contrary to popular belief, it is still legal and effective to send businesses sales emails now the GDPR is enforceable. Lead generation and prospecting are essentially sourcing personal data to use in sales campaigns. We have the answers (and more) in our new guide on GDPR and email marketing. There’s a tickertape GIF at the top announcing “the law is changing” which helps to grab the attention of the recipient and impart the import of the message. However, with all this talking about GDPR, PECR is getting forgotten way too often. Share this: By: Neal Dyer on 19th December 2017, 6 minute read. A process needs to be followed to ensure you remain compliant with the GDPR. 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. Are you set to get your ASOS emails?” Take a look at the email content below. It should be obvious based on what you do and what they do. B2C comms, on the other hand, are directed at the … We build and verify lists for ourselves and for our clients from scratch according to very specific targeting criteria, from publicly available sources. 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.”. It is not about businesses. The GDPR protects individuals, NOT businesses. Include fields for the company name and also the size in order to sort out sole traders. Explain where you found their data, why you thought they were appropriate to contact and why you thought they’d be interested in your offering. Have you been helpful to other companies in this industry? The same you have to do for all consent given. Sole Traders and some Partnerships do fall into this category and should be treated as B2C 3. In addition, it includes individuals’ right to an ongoing choice and control over your use of their data. Not too long ago, in May this year, the General Data Protection Regulation (GDPR) replaced the Data Protection Directive 95/46/EC (DPD). CRM Maintenance 101: How Dirty Is Your Data? If this method works better with the way you run your database and the automation software you use, it is a completely justifiable opt-out. Only take their home address if you plan to send them something in the post. I have processed your name and email address solely for the purposes of sending this message to you. Due to actively given consent, you can be sure that consumers you are contacting are indeed interested in your offers. This, in turn, implies that these individuals have rights which among other things include the right to be informed about the data processing. 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.”. A simple way to ensure you do this is don’t ask for data if you don’t plan on using it. It is the perfect opportunity to provide a solution when there is an actual need. ----Appendix 2 - B2B and B2C Email Marketing under GDPR. If you think that GDPR replaced PECR, you are on the wrong track. To identify whether you have it or not, you should ask yourself the following three questions. Given how beneficial our [product/service] has been for [company profile/prospect profile]s in the past, I believed our offering to be of benefit to you.”. However, an unsubscribe link is only one of the suggested ways of opting out. Trigger Event Selling: How To Generate New Business With CRM Cleansing. The GDPR requires organizations to protect personal data in all its forms. PECR handles on the one hand rules for activities regarding marketing and advertising through electronic means. However, with the continued uncertainty, the idea of planning can seem daunting. So say that you're emailing a limited company, but you've got personal data in that email address, okay? Explain Your Legitimate Interest In Your Email Copy. This is another reason for the importance of keeping lead generation records. The GDPR is not about cold emailing. However, if we were to approach a company like Deliveroo with our sales process automation solution, our service does not explicitly relate to their company statute, despite them having a sales team. You must clearly notify data owners that you intend to share their data or process their data if that is your intention. Growthonics offers CRM cleansing and data discovery services to B2B companies of all sizes. But this will come to … In this article we will speak directly to how the Referral SaaSquatch platform works and how it addresses the issue of GDPR compliance. Email users send over 122 work-related emails per day on average, and that number is Our advice regarding consent: better safe than sorry! Read more about Growthonics’s preparations for the GDPR: How Growthonics is Preparing For GDPR. Here are a few questions you might get asked and what to cover in your answer. Under GDPR, the personal data you collect needs to be adequate and relevant to the purpose of the email and your email content should express legitimate business interest. However, even if this exemption holds, named corporate B2B data is still personal data, and would therefore have to be processed in line with the GDPR. 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. While an explicit consent permits further contacting, a purchased mailing list or contacts which were automatically opted-in due to pre-checked boxes, forces you to obtain genuine consent again. It will remain a choice between using consent or legitimate interests for sending electronic B2B communications. By keeping detailed records of your lead generation process, you will be able to give a detailed answer about how and why you sourced a person’s data. Basically, the principle that processing is prohibited but subject to the possibility of authorisation also applies to the personal data which is used to send e-mails. To identify whether you have it or not, you should ask yourself the, Consent is always given out of free will. They can be for example commercial, individual or of third parties. B2B emails should be targeted at a person’s role within a business, not at the specific person. In the past, we’ve relied on buying emails in bulk and blanket-mailing to other firms’ inboxes. Is there something on their website or in the press which gives you particular reason to email them? 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. Have you heard about these rumours that GDPR may kill the success of newsletters and email campaigns? A header says “Only get the emails you want from us”, which lets the individual know they are in control. Whenever someone objects to your approach or uses the opt-out option, the deletion of all personal information is mandatory, and a “not-to-call-list” does no longer serve. 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. For more information, please follow this link. How does PECR apply to B2B marketing? Have you heard about these rumours that GDPR may kill the success of newsletters and email campaigns? However, the legitimate interest basis is NOT a catchall excuse you can use to cover anything in the realm of business. You might find this guide to what constitutes personal data under GDPR useful. This more flexible lawful basis of processing allows you to process personal data when your company works in favor of an individual’s legitimate interest. There are a few ways to do this. Key insight of this article is, when you can ensure legitimate interests of your B2B contact, you do not need consent before contacting. 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. So if you are working in B2B marketing, you have to take both into account. However, sending business emails does mean processing personal data so there are some key things you need to keep in mind when emailing in a post-GDPR environment to ensure your B2B campaigns remain compliant. Read on to find out how B2B email communication is affected by GDPR. A new company project? It is your responsibility to ensure any lists you buy are fully compliant under the new regulations. We also remove leads you no longer need and replace them with active contacts with accurate contact details – which is a key part of the service to provide. Simple. The General Data Protection Regulation is a legal regulation issued by the Council of the European Union and The European Parliament. And it usually … 2. This should include three key pieces of information: Here is a quick example based on what we would include in our email campaigns: “I have chosen to contact you because based on [company name]’s LinkedIn profile I have strong reasons to assume that you can benefit from the information I am sharing. So far, before May the 25th, the big fines have gone to companies who have failed to prevent data breaches and delayed informing the data owners of breaches. GDPR is the overall name given to a series of EU laws around personal data protection. That means that as soon as someone has asked you to delete their data, you should delete their data. Before you rely on legitimate interests you should consider whether the data processing has a low impact on the individual’s privacy, consent according to PECR is not required and a proof that the processing of personal data is proportionate. GDPR applies when processing of personal data is given. Contrary to mainstream media, GDPR compliant email marketing is still legal and is still effective! Before you are going to perform your next B2B marketing outreaches, make sure that your contact lists comply with the GDPR and PECR rules. Besides, do 47% of B2B marketers think that email marketing provides – even before Social Media – the second best ROI when it comes to marketing strategies. General Data Protection Regulation (GDPR). Key insight of this article is, when you can ensure legitimate interests of your B2B contact, you do not need consent before contacting. You should only collect data that is strictly necessary to you as data administrator or data processor. Beyond simply removing people who have opted out or unsubscribed, the GDPR also means that you shouldn’t be holding onto leads for months on end or inaccurate contact information. 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.”. In this article, we’ll explain how to ensure GDPR email compliance. Open with something that clearly explains how you have sourced their data, why you believe it to be relevant. From that, it could be concluded that “personal data” does not equal “business contacts” and thus the GDPR is not a topic for B2B. Data security is a key aspect of the GDPR and needs to be a focus for you if you are storing personal data. These regulations complement each other and above all show some overlaps in terms of concepts and definitions. Instead of seeing it as a burden, you should start to see it as an opportunity. 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. you have an email address which reveals first name and surname. We are afraid, however, that we can not confirm this simple reasoning. Companies can only send email marketing to individuals if: The individual has specifically consented. Your leads, customers, employees and anyone who’s data you process. PECR sits alongside GDPR to bolster the regulation of unsolicited direct marketing by phone, email, text, or other electronic means. Of course, if your targeting is accurate and your copy is respectful and informative, your offer may carry you through. The ePrivacy Regulation specifically leaves it up to the individual countries within the EU to decide whether ‘unsolicited commercial communications’ (a.k.a B2B cold email campaigns) should be opt-in or opt-out. Building the lists ourselves with target criteria in mind means we can ensure the adequacy and relevance of the data collected, and that we can keep detailed records of our lead generation process. So if you are able to justify legitimate interests as your lawful basis and you do not obtain consent under PECR (review this checklist: PECR checklist), you will have the green light to perform your B2B marketing activities. Have you heard about these rumours that GDPR may kill the success of newsletters and email campaigns? However, this is not true. During the holiday season, most companies put lead generation activities on hold, but is a seasonal shut down the right approach? The subject line is simple and clear – “The law is changing. GDPR in B2B Marketing. 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. If your company is serving B2C and B2B customers, be sure to separate these contacts. Their LinkedIn profile? Pflugstrasse 10/12 The simple answer is yes, B2B marketing will be affected by GDPR, but to understand how, we need to look a little closer. Cold emails are still cold emails, regardless of how relevant they are. Size in order to sort out sole Traders reason for processing data under the new regulations this? ” of. An unsubscribe link is only one of the GDPR only applies to data relating to businesses force on 25... Check with your account manager what sourcing process we are afraid, however with. 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