Under GDPR, which is now live but enforced from 25th May 2018 (read more here), you will have to prove consent to have and use both personal (B2C) and professional (B2B) data.
‘Acquiring’ databases or scraping information and allowing people the option of opting-out after they don’t like you contacting them is no longer good enough. You have to be able to prove exactly when and where they gave you consent - otherwise you could be fined €20m or 4% of global turnover, whichever is greater.
What can you do about it?
Thinking loopholes and workarounds is only going to land you in trouble (companies have already been fined for this subversive strategy) so you need to change you mindset instead.
You are going to have to look seriously at the data you have and be honest about the way you acquired it. If you have done so by ‘dodgy’ methods, now is the time to start thinking about the future; ask yourself - How can we acquire data the right way? What do we do with the data we have?
What do we do with the data we have?
You’ve known it all along but GDPR is going to force you to admit what you do with your current data. The data you have acquired from these sources is dangerous, or pretty useless at best. The engagement rates of scraped or bought data are terrible so you may ask yourself what is the point of hanging onto data that isn’t working for you? Mined data is a bit ‘shady’ and, most importantly, it will no longer be legal.
Sit down and review this data and trim your database down to those who are truly opted in and engaged. Your time, energy, and marketing strategy will be much stronger as a result.
How can we acquire data the right way?
GDPR is going to see even more savvy people shift their budget towards inbound marketing. Not only is it a methodology which aligns with how customers research and buy today, but it is also GDPR compliant.
As prospects will be finding you (instead of you harassing them), becoming a part of your database because you are providing them with valuable content, signing up to follow you on social media - there is no need to worry about GDPR because they WANT to hear from you.
If you use a tool like HubSpot, you will also be able to meet your requirements of providing contacts with a timeline of their consent process, all the details you have on them, and erase the data at a touch of a button.
Want to make a change for the better and comply at the same time? Learn more about Inbound marketing in our free and quick to read ebook...