BY Chloe Nicholls - May 8, 2018
It’s been the most talked about topic since Y2K and the millennium. There is no hiding under a rock. GDPR is coming and you need to be prepared.
There has been so much written about the new legislation, that if you’re not already prepared, then you need to seek legal advice immediately. But for those who are ready and planning their marketing strategy in a post-GDPR world, there is one burning question; how will it affect lead generation?
One of the requirements of GDPR is to ensure that any of your third party ”data processors” are GDPR-compliant. In other words, any data that has been passed across has the explicit consent of the individual.
Without a doubt, GDPR will impact a B2B marketer’s lead generation strategy. To organically grow your marketing database you will need consent for your prospective customers. In some cases ‘legitimate interest’ may apply, but for lead generation activity the requirement is to gain consent from individuals and inform them you are processing their personal data.
In a post-GDPR world you will need to ensure all your new sales contacts have given consent and verified their email account to receive marketing communications. You can’t just buy mailing lists and add them to your database! To accelerate your lead generation it’s recommended that you work with partners who are already following the rules.
The good news is that we are already compliant in terms of our lead generation products. Currently, for any campaign we run with a partner i.e. resource downloads or webinar promotions, we include a clear opt-in check boxes for our readers to consent that their data will be passed onto third party providers. We also provide them the opportunity to opt out at any time and we’ll let our customer know when this happens, so they can update their records.
The even better news is that when working with trusted partners on lead generation campaigns, it won’t change your lead generation strategy. Over the last couple of months we have been trialing GDPR-compliant campaigns with some of our clients to test the quality and results of campaign performance. By enforcing the check box on registration pages, we were able to deliver similar results in terms of lead quality and number of downloads or registrations.
We’re passionate about providing our readers with high quality engaging experiences and work closely with our editorial team and partners to provide a trusted source of content; without a sales message. We found that when readers agreed to passing on their personal details to our partners, they were more more engaged and sales-qualified because they recognised the value in the content delivered, whether it was a report download or a webinar invitation. They were also more likely to convert into a new business lead after we ran re-targeting campaigns to nurture the leads.
This is why all of our campaigns are multi-touch and integrated across multiple channels. This will never change. By improving the quality of data, we are providing scaleable and quality leads for our customers which translates into ROI for marketing campaigns.
Contentive is a global B2B media and events company that builds highly engaged communities across Human Resources, Accounting, Finance, BizTech and Digital Marketing.
We specialise in creating technology-led content marketing campaigns for our clients to deliver a reliable and scalable source of inbound leads that convert into customers.