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. You can talk to someone about our service here. Moreover, it has to be separated from the general terms and conditions and needs a visible and at all time possible opt-out option. With effective targeting your reasons for … 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.”. 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. Their website? But how do existing contacts, in general, need to be treated? 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. If your contacting causes a big surprise on the individual’s side of the individual, it merely reveals that you apparently lack legitimate interest. It may sounds now contradictory as the heading indicates legitimate interests in B2B. 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. It is your responsibility to ensure any lists you buy are fully compliant under the new regulations. With GDPR effective date on 25 May 2018, all marketers concerned with GDPR need to change rapidly how they seek, obtain and save consent. In our blog article we highlight how to get the most out of Q4 whilst still setting yourself up to succeed in Q1 2021. Read on to find out how B2B email communication is affected by GDPR. However, document everything in case your company gets investigated. Simple. 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.”. Here is an example of an answer one of our reps might use: “I was researching [company name] as I thought our services might be of interest given success we have seen for FinTech solutions in the past and after finding your public profile on LinkedIn I believed you to be the most relevant person to contact regarding our services. That might cause already some confusion at this early point of the article. We are afraid, however, that we can not confirm this simple reasoning. And it usually … To identify whether you have it or not, you should ask yourself the following three questions. That might cause already some confusion at this early point of the article. If your targeting is accurate, no prospect should ever wonder why you’ve emailed. 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. Out with the old, in with the new. 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. So let’s bring some light into the darkness and clear up any doubts. Find a process that works for you and then strictly keep to it. Funnily enough, the next line says “You’re in con… 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. But this will come 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. 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. A good response for our process would be: “Your name, email address, company name and job title are the only data that we hold. This is the: “but why are you still doing this?” type of cold emailing. Read about GDPR compliance more broadly in this round-up by the CNS Group. So, data that is clearly related to a business such as business name and address, landline number and info@ email are all outside of GDPR ruling. The GDPR will bring the protection of personal data into focus across all facets of business life, and this is going to alter our approach to B2B email marketing. A simple way to ensure you do this is don’t ask for data if you don’t plan on using it. 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. The GDPR requires organizations to protect personal data in all its forms. Whatever your views, it’s generally agreed that the forthcoming General Data Protection Regulations will affect it in some way. 3. We build and verify lists for ourselves and for our clients from scratch according to very specific targeting criteria, from publicly available sources. We won’t go into an overview of GDPR here as there are many sites which do this including the GDPR home page (https://www.eugdpr.org/). Email personalization tools like Mailshake can help. Unlike the other legal bases, your basis for processing data can be contested. The most important aspect of the opt-out is that it is clear, easy to follow and enforced on your end. The simple answer is yes, B2B marketing will be affected by GDPR, but to understand how, we need to look a little closer. You can start by adjusting your subscription forms on the website. Due to actively given consent, you can be sure that consumers you are contacting are indeed interested in your offers. As GDPR draws closer, more and more questions are going to be asked about exactly what you can and cannot do, and we’ll be answering them. 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. 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: B2B vs B2C – can you still email your database? Share this: By: Neal Dyer on 19th December 2017, 6 minute read. However, if a few cases prospects will lash out. You can talk to someone about our service here. And don’t forget, that GDPR is not applying to all of your activities. There is no concept of ‘for safekeeping’ or ‘just in case’ in GDPR-compliant email marketing. Before you are going to perform your next B2B marketing outreaches, make sure that your contact lists comply with the GDPR and PECR rules. How do we do this? Under the GDPR, the personal data you collect should be adequate and relevant to the purpose of its processing (Principle c: Data Minimisation). If you have used past customers to build out your target criteria (a typical customer profile), a response you can use across your campaign is: “We have collected and processed your data on the basis of legitimate interest. When B2B data is personal data and what that means with the GDPR, Seasonal Slowdowns, and how to avoid them, 4 Easy Steps For Successful LinkedIn Lead Generation, 5 Steps That Will Make You Love ‘Out Of Office’ Replies, 5X More Likely To Close Deals With Trigger Event Selling, Regulate who has access to data at your company and, If you are data processors, as we are, take steps to. 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. 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. It will remain a choice between using consent or legitimate interests for sending electronic B2B communications. 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. Yes, you may have to respect GDPR again, unless you have a legitimate interest. Nevertheless, you have to take into account that you are contacting a human being and not a computerized machine. Key insight of this article is, when you can ensure legitimate interests of your B2B contact, you do not need consent before contacting. 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. 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. If your service does not specifically relate to the company’s statute, explain the reasons you thought them a relevant person to contact. Instead this article will review specifically how GDPR may affect referral programs. But did you know when GDPR applies, it does not automatically mean that asking for consent is always mandatory? This means our B2B contacts will need to give 'explicit consent' if we want to send them marketing messages. Specifically, we will review User Consent and the Right to be Forgotten. In these cases take the time to do some background research into your prospect and provide some context in your email copy. 1. Cold emails are still cold emails, regardless of how relevant they are. Consent is not necessary when you can rely on legitimate interest or another lawful basis. Nevertheless, you have to take into account that you are contacting a human being and not a computerized machine. Guidelines for sending promotional emails to B2B contacts Companies (legal entities) are considered as “corporate subscribers”. In addition, it includes individuals’ right to an ongoing choice and control over your use of their data. FL-9490 Vaduz Moreover, it has to be separated from the general terms and conditions and needs a visible and at all time possible opt-out option. GDPR in B2B Marketing. Without a problem you can send marketing texts or emails to any corporate body – even to a government body. Business Data: The GDPR only applies to data relating to individuals, not relating to businesses. Oh and just to clarify that email isn’t personally identifiable and as such won’t fall under GDPR! Newsletter mailings and e-mail marketing are a fixed part of the online marketing universe. You might find this guide to what constitutes personal data under GDPR useful. 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. GDPR and Email Marketing The new general data protection regulation (EU GDPR) has a direct impact on marketing practices, including email marketing. 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. This article takes you through what trigger event selling is, how it works, and what triggers to keep an eye out for. Any outreach program or software today will have an automated unsubscribe feature as a basic part of the service. Have you heard about these rumours that GDPR may kill the success of newsletters and email campaigns? ----Appendix 2 - B2B and B2C Email Marketing under GDPR. We have the answers (and more) in our new guide on GDPR and email marketing. 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.”. And one question being asked frequently is about the ways in which email communication is regulated under GDPR. That means that as soon as someone has asked you to delete their data, you should delete their data. The GDPR doesn’t refer to B2B or B2C contacts. 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. An ‘unsubscribe link’ at the bottom of your email is the easiest way to automate that process and ensure compliance across your lists. It is the perfect opportunity to provide a solution when there is an actual need. In addition, provide an opt-in tick box which makes clear what the subscriber agrees to. 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. Not too long ago, in May this year, the General Data Protection Regulation (GDPR) replaced the Data Protection Directive 95/46/EC (DPD). Explicit consent means the contact has specifically and intentionally given you permission to mail them about your products or services. Now for existing customer I would say that there is a good legitimate interest ground to be emailing those customers marketing, okay? However, document everything in case your company gets investigated. 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. However, you have to distinguish here between a corporate body’s email address (firstname.lastname@example.org) and a personal corporate email address of an employee (email@example.com). In this article we will speak directly to how the Referral SaaSquatch platform works and how it addresses the issue of GDPR compliance. So let’s bring some light into the darkness and clear up any doubts. As a supplier of email lists and leads for countries across Europe Growthonics has taken steps to ensure total compliance. B2B email marketing is pervasive: it can be very effective or just downright annoying. you have an email address which reveals first name and surname. Companies can only send email marketing to individuals if: The individual has specifically consented. CRM Maintenance 101: How Dirty Is Your Data? However, with all this talking about GDPR, PECR is getting forgotten way too often. I then guessed your email address and ran it through a verification tool we use to build lists for all our clients.”. It is about personal data protection. However, an unsubscribe link is only one of the suggested ways of opting out. Finally, expect some pushback from your prospects. Without a problem you can send marketing texts or emails to any corporate body – even to a government body. 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. It also changes the rules of consent and strengthens people’s privacy rights. You should also openly inform any of your users, customers or people who have subscribed to your newsletter where their personal data is actually stored. Luckily, however, this rule doesn’t apply to B2B businesses. This is completely within a prospect’s rights to ask, even if the email address in question is corporate. Consent is always given out of free will. 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. 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. Liechtenstein, Glärnischstrasse 18 This is not something you want to take chances with. Contact us for a first advice. Trigger Event Selling: How To Generate New Business With CRM Cleansing. Lots of things stand out: 1. In layman’s terms – you need to give people a clear way to opt-out. Using legitimate interest as a lawful reason for processing data is only legal if your interest outweighs an individual’s right to privacy. 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. There is a lot of misinformation about the GDPR and what it means for sales and marketing strategies going forward. From that, it could be concluded that “personal data” does not equal “business contacts” and thus the GDPR is not a topic for B2B. B2B emails should be targeted at a person’s role within a business, not at the specific person. If you want me to change the data I used to contact you or remove your data from my list, just reply ‘No thanks’ and I’ll remove you from our database.”. “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. Many of the determined rules in the PECR protect individuals as well as companies. If the goal can be reached in other ways which are less intrusive, you will be not able to rely on legitimate interest. 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. It starts with a. That is starting already from the point you can identify an individual in a direct or indirect manner. That is starting already from the point you can identify an individual in a direct or indirect manner. If data processing is not expectable or is doing any harm, personal rights, interests and freedom of the individual clearly override the legitimate interests. Processing is only allowed by the General Data Protection Regulation (GDPR) if either the data … Continue reading Email Marketing PECR sits alongside GDPR to bolster the regulation of unsolicited direct marketing by phone, email, text, or other electronic means. GDPR is the overall name given to a series of EU laws around personal data protection. Include fields for the company name and also the size in order to sort out sole traders. Lead generation and prospecting are essentially sourcing personal data to use in sales campaigns. General Data Protection Regulation (GDPR). 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. Let’s go briefly through some essential facts. The GDPR applies to personal information. 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. Our advice regarding consent: better safe than sorry! 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… A process needs to be followed to ensure you remain compliant with the GDPR. In addition, it includes individuals’ right to an ongoing choice and control over your use of their data. 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. The same you have to do for all consent given. To identify whether you have it or not, you should ask yourself the, Consent is always given out of free will. 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. Sole Traders and some Partnerships do fall into this category and should be treated as B2C 3. Your data is not being held in any other database or being resold.”. If your company is serving B2C and B2B customers, be sure to separate these contacts. Before you are going to perform your next B2B marketing outreaches, make sure that your contact lists comply with the GDPR and PECR rules. As professional lead generators, we help set the target criteria for our client’s prospecting activities routinely. PECR handles on the one hand rules for activities regarding marketing and advertising through electronic means. The organizer acts in their legitimate interest by processing the data of their cards. What applies in the latter case? If you are emailing people at scale, take care in researching the companies you are contacting. 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.”. B2C comms, on the other hand, are directed at the … 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. These regulations complement each other and above all show some overlaps in terms of concepts and definitions. Did you know that according to a survey of trustarc from June 2018 only 20% of companies believe that they are compliant with GDPR? On 25 May 2018, the General Data Protection Regulation (GDPR) will come into force, and if you’re not compliant, your entire email database could be under threat from extinction… or is it? Here are a few questions you might get asked and what to cover in your answer. An easy test for whether the leads you are collecting are relevant is simply would the prospect be surprised to hear from you? Legitimate interest is one of the 6 lawful bases of processing data under the GDPR and covers business interests. 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. There are a few ways to do this. So, for example, if you have the name and number of a business contact on file, or their email address identifies them (eg firstname.lastname@example.org), the GDPR … If you think that GDPR replaced PECR, you are on the wrong track. Mailjet being an Email Marketing actor, we gathered precious […] During the holiday season, most companies put lead generation activities on hold, but is a seasonal shut down the right approach? If your contacting causes a big surprise on the individual’s side of the individual, it merely reveals that you apparently lack legitimate interest. However, the legitimate interest basis is NOT a catchall excuse you can use to cover anything in the realm of business. GDPR, which becomes enforceable on May 25th, entails a raft of considerations for marketeers, but for those in the business of marketing to other businesses, the considerations are different, and maybe a little softer. The second key principle of the GDPR is designed to give people access to the information about their personal data. How does PECR apply to B2B marketing? 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. Without clear permission, which means a specific consent to receive marketing messages (opt-in-box) you are not allowed to send them to sole traders and some kind of partnerships. Explain Your Legitimate Interest In Your Email Copy. 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. The way you send email marketing campaigns has changed under GDPR. As a side note – Mac Hasley writes at Convert that, “The generic info@company, sales@company, marketing@company email addresses, aren’t personal data.” Since GDPR applies to individuals, generic email … It should be obvious based on what you do and what they do. Open with something that clearly explains how you have sourced their data, why you believe it to be relevant. Until then, GDPR draws no distinction between B2B and B2C communications. Data security is a key aspect of the GDPR and needs to be a focus for you if you are storing personal data. Bought Lists. 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. The GDPR is not about cold emailing. 2. Instead of seeing it as a burden, you should start to see it as an opportunity. A new company project? 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