Deciphering the GDPR and what B2B marketers should take away

6 June, 2018

What exactly is the GDPR?

As ZDNet puts it, “GDPR is a new set of rules designed to give EU citizens more control over their personal data. […] The reforms are designed to reflect the world we’re living in now, and brings laws and obligations—including those around personal data, privacy and consent—across Europe up to speed for the internet-connected age.”

Implemented just days ago, the new law has repercussions for B2B marketers.

Moving forward, all marketing strategies are expected to be GDPR-compliant. As we’ve discussed before, the GDPR is centered around data processing and data protection, so the rules on how you can lawfully gather personal data from prospects and customers are very strict. There are mainly two rules that B2B marketers must follow:

1. You can no longer automatically place cookies on any prospects’ web pages. In order to use cookies, you must get each user’s explicit permission beforehand, being completely transparent about what personal data is being processed and for what purpose. Any user can also request to have their personal data deleted at any time, which must be honored.

2. No more sending marketing emails without first getting the permission of the recipient. It must be an opt-in process where the customer is fully informed about what they’re opting to receive, whether it’s daily promotions or weekly newsletters.

How to remain compliant

And now the kicker—as a marketer, you have to be able to prove that users have given you consent to store their data and send marketing materials. To remain GDPR-compliant, make sure to keep a record of the following information:

  • Who consented
  • When they consented
  • What information they were given by your company at the time of consent
  • How they consented; e.g. keep a copy of the data capture form
  • If consent has been withdrawn at any time

Encouraging users to opt in and give their consent means that you must present very clear information. Keep your language simple and engaging, avoid overly technical terminology, and make sure you are concise.

Under the new GDPR rules, B2B buyers are free of marketing materials that may be irrelevant to them, or even unwanted. The new rules give back control, and will ensure that every interaction with a marketer is genuinely welcome and wanted.



Image by Descrier via Flickr.

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