At Contentive, we recognise that GDPR has had a massive impact for B2B marketers and lead generation activity. We have worked hard to make enhancements to our lead generation products, data capture process, contracts and documentation to help support our customers’ compliance with the GDPR whilst still delivering a steady, renewable flow of well-nurtured, motivated leads.
Below are some FAQs to help our customers understand what has changed and how we provide GDPR compliant leads for marketing solutions and events.
A core part of Contentive’s business offering are lead generation campaigns on behalf of our customers. These can be in the form of surveys, online events such as webinars, or downloadable assets such as reports or whitepapers.
To ensure our lead generation campaigns are GDPR compliant, we have implemented 1-2-1 consent to capture and process audience data on most of our sites.
For all other lead generation teams, we have included a tick box which is an opt-in field for each customer we work with, to run alongside their thought leadership, brand awareness and lead generation campaigns to capture consent.
Example of 1-2-1 consent for ON24 lead generation campaign on ClickZ
In addition to 1-2-1 consent, Contentive has implemented ‘active consent’ for all media and event brands where audience data is captured. This includes newsletter sign-ups, asset downloads (whitepapers, reports, etc), surveys and lead generation campaigns. This data will be recorded in our systems, with a specific timestamp via our marketing automation platform.
From 25th May 2018:
Example of ‘active consent’ for ClickZ: All fields are unticked by default
For Bobsguide, we process all existing and new audience data as legitimate interest and capture consent when individuals sign up to become a member of the site.
Example of active consent from new Bobsguide members
For our events and conference, we process all existing and new commercial partners and delegates via ‘active consent’ when they book for events.
Example of active consent from event sign ups
Contentive has set up a central Office 365 SharePoint portal to share and process data. This portal will allow the Customer Success team to create individual folders for specific campaigns or customers and provide a safe and secure way to share data with third parties. Contentive will not share leads in non-encrypted or password protected Excel spreadsheets via email.
From 25th May 2018:
Example of email notification sent to customer (Building Box)
These changes affect all of our brands. Since GDPR came into effect on 25th May, we have implemented changes across our media and event brands: