For The B2B Marketer What Does GDPR Mean?
The DMA suggests that the amount of businesses that are prepared for GDPR has increased to 56% - the question is - are you one of those 56%? however it does seem that it depends on the sector that you work in is it B2B or B2C.
If you work within B2B marketing then it appears that you feel less prepared than your B2C marketing colleagues, suggesting that B2B marketers have severely underestimated the impact that GDPR could have on their business. Some B2B marketers are even saying that their organisations have no plans for GDPR compliance.
The question I am asking is ‘Why should this be the case?’
As a B2B marketer you have always had to jump through fewer hoops than your B2C colleagues. As a B2B marketer you are marketing to company rather an individual. Legislation as it currently stands makes the division between the ‘legal person’ – a business, organisation or entity and a ‘natural person’ – a human being. As legislation currently stands as a B2B marketer you do not require to obtain opt-in consent to be able to send a B2B marketing email to a corporate subscriber, however it does state that corporate subscribers should be able to opt-out, so should therefore be able to unsubscribe from any email communication easily and freely.
However don’t breathe a sigh of relief just yet as the GDPR will bring the legislation regarding consent for B2B more into line with the legislation regarding B2C.
A B2B marketer still has advantages under ‘legitimate interest’ this is where it is appropriate to market to a company and their representatives as long as communications include a clearly defined opt-out at every stage of the communication. It does however still seem to be the case that the B2B sector are continuing to underestimate the impact that GDPR will have on business and how it engages with customers.
B2B marketing is a large sector and one that has continued to grow year on year. Part of the reason for this continual growth is the way that one business has been freely and able to market their goods and services to another. Businesses in turn benefit from this exchange of information; it offers a chance to learn about the best products and services available in the market place, to make processes and systems more productive and cost effective.
So there is a big argument to say that GDPR and all that it entails could be detrimental to the economy, if businesses are no longer able to market themselves to new and potential customers freely.
So as a B2B marketer where are you now with regards to planning for GDPR?
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