GDPR

New EU Data Laws – How this will affect B2B Telemarketing

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.

Indirect Marketing “To whom it may concern”

Under these new rules, business development will now become far more difficult and impersonal. The result will mean that companies will no longer be in a position to reach out to prospects via the traditional methods. For example, direct mail will only have access to data containing the generic company personal titles e.g. ‘Dear IT Manager’ with such correspondence usually ending up in the recycling bin. A similar issue arises within email campaigns, generic email addresses such as ‘info@company.com’ are often neglected and the majority of emails remain forever unopened and thus unread.

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.

Reintroducing the ‘personal’ into new business development

With almost all new purchases requiring some form of human interaction,especially larger ticket products and services, new business lead generation will suffer greatly when devoid of any initial personal element. However B2B telemarketing is the one medium almost entirely unaffected by the new regulations.

At Right Prospect Ltd our experience of B2B telemarketing with initial data used within such campaigns means we are used to completely impersonal initial contact data starting with just a company name, a company address and a company switchboard number.

However as professional telemarketing agents we are able to convert this data into warm leads, by obtaining the personal details of a new prospect alongside industry intelligence, company mapping and even other potential leads. A company could of course divert its own human resources to carry out its own telemarketing campaign. For a company selling into a small niche market this might be feasible. However for an average sales led company this would be unfeasible.

B2B telemarketing is about to become the most direct and personal form of new business generation.

There have been many studies and reports on human interaction and selling which always highlights the importance of a ‘personal’ interaction within new business initiatives. With the new EU data regulations severely handicapping the effectiveness of email and direct mail to reach potential prospects, businesses are now looking to go back full circle to re-appraise the effectiveness and value of a telemarketing company such as Right Prospect Ltd.

It is also important to consider that these new laws do come with teeth. Breaching these laws comes the risk of receiving penalty of up to €1,000,000. With the implementation of these new procedures fast approaching companies will have no option but to search alternative ways to generate new business. B2B telemarketing should be the number one consideration for companies interested in generating new business, as the one platform for new business which will still have the ability to get personal and reach the right prospects.

 

Everyone is talking about GDPR and the new regulations that come out in May 2018. There’s a lot of noise and an equal amount of scaremongering. But, in reality, any rules that enforce privacy and encourage marketers to do things correctly must be a good thing.

There are two new pieces of legislation that are due to be published. They are different but both are relevant for marketers. First are the new data protection (GDPR) rules and the other concerns the new rules relation to privacy and electronic communications (PECR) which governs marketing communications to customers.

If you want good advice, check out this article from The Office of The Information Commissioner about Getting Ready for GDPR. There’s also this article on PECR that give useful tips if you’re unclear.

So, in simple terms, aside from getting yourself up to speed on any changes to the rules, what do you need to consider if you have a large database?

  • Screening your database every 28 days against the various opt-out registers (CTPS/TPS) unless you have a prior existing relationship
  • Your customer database is full of people categorised as customers that barely fit into that category after time has elapsed
  • Customers come in all shapes and sizes in terms of their purchase value from you, therefore they have varying degrees of interest in your business
  • Understanding that customers fall out of love with your business very quickly so you need to keep them interested
  • Some customers will actually be lapsed and you won’t know it
  • Much of the data on your database will be out of date due to staff changes which mean that the attachment to you and your business is much reduced.

With the above in mind, what should you do? We suggest 5 steps:

  1. Segment your database e.g. prospects and customers, type of customer, size, last contact date, sector and so on
  2. Decide which data needs to be removed due to age
  3. Screen the data that doesn’t fall into the category of a sale or where you do not have valid consent every 28 days. We do this for all of our clients.
  4. Prioritise the data above and decide the hierarchy of contact e.g. highest value customers, biggest potential, lapsed customers, all customers within 12 months where you haven’t had contact etc
  5. Define your contact strategy for the segments
  6. Work out a proposition for the contact strategy that drives calls to action
  7. Gather consent for future marketing so you build an opted-in data set that is likely to perform better and reduce your wastage

GDPR Blog Post: https://channel2pressbox.wordpress.com/2018/01/09/how-to-ensure-gdpr-doesnt-damage-your-customer-base/

Our database cleaning service: https://channel2pressbox.wordpress.com/2018/01/09/database-building-validation-for-marketing-lead-generation/

If you’d like help with validating large databases of contacts, give Right Prospect a call. Where you do not have valid consent every 28 days. We do this for all of our clients.

  1. Prioritise the data above and decide the hierarchy of contact e.g. highest value customers, biggest potential, lapsed customers, all customers within 12 months where you haven’t had contact etc
  2. Define your contact strategy for the segments
  3. Work out a proposition for the contact strategy that drives calls to action
  4. Gather consent for future marketing so you build an opted-in data set that is likely to perform better and reduce your wastage

GDPR Blog Post: https://channel2pressbox.wordpress.com/2018/01/09/how-to-ensure-gdpr-doesnt-damage-your-customer-base/

Our database cleaning service: https://channel2pressbox.wordpress.com/2018/01/09/database-building-validation-for-marketing-lead-generation/

If you’d like help with validating large databases of contacts, give Right Prospect a call.