DMA | Article | 10 things B2B marketers need to know about the GDPR and data protection

The Direct Marketing Association (DMA) address, in brief, the concern that much of the attention and debate about GDPR is centred around business to consumer, leaving b2b’s a little confused about how exactly it affects them and how they should respond.

One key point from this top 10 is accepting that corporate data is still considered as personal data and that adherence to the 6 key areas advocated by the ICO apply equally to b2b.  HOWEVER, a b2b company should have clear grounds for ‘legitimate interest’ and this should be easier to prove if mailing or emailing to companies that have a genuine need for your products (whether or not they actually want to purchase from you or a competitor is another matter).  You’ll know if you’re spamming or not or generally being lax in this area.

Another key point is on the subject of opt-in; b2b’s do NOT need to re-confirm with an existing database which has already opted in, as long as it is clear and easy to subscribe.  The double opt-in approach may come into force with the ePrivacy law but as yet, this is far from happening soon – it’s a space to watch.

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Source: DMA | Article | 10 things B2B marketers need to know about the GDPR and data protection