“Under the new EU Data Regulations business development will be severely restricted as companies will be banned from gathering personal data without consent, this is going to have a major impact on how companies will able to conduct certain marketing and sales initiatives.
The new EU Data regulation makes no distinction between B2B and B2C with regard to data restrictions. ‘Personal’ data is defined as ‘full name, job title, work email address, direct line etc’. This will have massive implications for email campaigns, direct mail and some social media interactions. This ‘personal’ data can now only be held with the ‘explicit consent’ of the recipient, this ultimately shifts direct marketing from being an opt-out system to an opt-in rule, which will by consequence change the way on how businesses approach their marketing and sales strategies.
Ultimately the new EU regulations will remove any ‘personal’ element for new business campaigns. This is going to dramatically increase the lead times in developing business relationships to open the door for new business and subsequently sales pipelines.” – Andy Dickens, Virtual Sales Ltd, March 13th 2015
It’s a well intended (if ill-thought out) notion but at the centre of this new legislation is the idea of data protection. Sadly for marketers this means that the data we use to feed our campaigns also comes under the scope GDPR and it looks set to transform the way we do business.
If the data you hold isn’t related to a person – an info@ address for instance addressed to ‘The Manager’ – then technically speaking GDPR doesn’t apply. That said, who among us would even bother to open that email if the personal elements were removed?
Andy’s article makes for a great read and his alternative solution to the gag being placed on B2B email communication is well worth thinking about…