GDPR – and why the ‘General Data Protection Regulation’ should increase your marketing’s ROI
First and foremost, GDPR was not designed to stop cold calling within the business community. It was designed to protect an individual’s privacy. Cold calling or unsolicited marketing is a vital necessity within any business, and more so for new start-ups. Over the next few hundred words, we’d like to share our thoughts on how GDPR compliance will save you time and money.
Let’s take a quick look at what GDPR is:
The General Data Protection Regulation 2016/679 is a regulation in EU law on data protection and privacy for all individuals within the European Union and the European Economic Area. An important observation stands out immediately, and that is “privacy for all individuals” not businesses.
People-individuals need privacy, I need it, you need it, we all need it. The constant threat from cyber-crime, fake news, and identity theft is a sobering reality and these laws have been put into place to force the hand of everyone in the world, not just the EU to protect and safeguard an EU citizens data that they may hold.
Businesses are open to trade
Business to business (B2B) activity is a given; there’s no business that operates without this fundamental relationship. Every company is reliant in some way on another, depth varies but the business community needs each other to function. B2B operators need to both buy and sell services. Business to Customer (B2C) operators may sell their product or service to end-users but they will still have a reliance in someway to a B2B operation. We need each other, we just need to respect how we communicate.
Stay GDPR Compliant
The data provided from this service will go some way in helping you stay compliant with your marketing endeavours. All data is provided via CSV or Excel to enable you to sort and filter the content to best suit your needs. As each product page states, this is not a bulk email providing service, but a service that delivered filterable data from which you can select your best suiters. Contained on every row of data are the following columns; Company Website, Company Website Meta description and title, the approximate location of the business within the UK, an email address, and general industry sector. To conform with GDPR, email addresses such as firstname.lastname@example.org are not provided. The data is provided for you to research possible interest in your product or service before any communication is delivered. It is your responsibility to ensure that the service and offer you provide would be of possible interest to the company and not an individual. It is also suggested that your initial introduction should only be to ascertain if the suggested product or service be of interest and include an option to be removed from any future correspondence.
Time is Money, so what options are available?
It’s an adage that ‘time is money’, and it’s so true. Pressures to be competitive in the modern business world increase by the day. New competitors and customers are entering the markets by the minute; working smarter not harder has never more important.
Your time, their time, my time, it all has a cost attached. So how can we respect this given and work smarter? Well, you’re probably reading this because you operate or are apart of a B2B operation, tasked with gaining new customers, and you’re thinking of email communication as part of your marketing strategy. That said, below are several questions that you should be able to answer in order to maximise the return on investment (ROI) and stay GDPR compliant.
- Which industry sector(s) would benefit from the service your business offers and why?
- Is the service you provide limited by location(s) and if so where?
- Is the service more suited to a company’s maturity (age) – new start-up, or establish?
- Can the business afford the service you offer? or… What is the financial position of the company (think bad debt)?
- Can you demonstrate participation relevance from either a top 20% existing client base or desired client base?
There are many areas to consider, and you may feel this would take hours and hours just to find any relevant business, even when you’ve purchased an email list, so is it right for you or would B2B Pulse be more beneficial?
Focusing on operations that would truly benefit and afford your service will have the biggest return on your investment.