4 Best Practices for GDPR-Compliant Lead Generation Process

In recent years, B2B marketers have been increasingly intimidated by General Data Protection Regulation (GDPR).

B2B marketing teams must keep track of GDPR compliance and its updates to ensure they respect the customer’s right to privacy. A few business owners can successfully implement GDPR-compliant lead generation processes, while many are still struggling to comply with all the rules and regulations led by the European Union. Businesses must completely adhere to all the policies led by the governing body to avoid hefty fines.

In this blog, let us have an in-depth understanding of GDPR, its impact on businesses, and what are the best practices to ensure lead generation processes that are GDPR compliant.

GDPR and Fines on Non-Compliance

General Data Protection Regulation (GDPR) is the European Union legislation that enforces consumer data protection rules. This legislation secures EU citizens from unethical gathering, using, and processing of their data. The legislation was formed and implemented in May 2018 and protects consumer data such as names, addresses, email addresses, or any other personal data that can be leveraged to reveal a person’s identity. Since its inception, GDPR has been enforcing and evolving data protection rules that give customers more control over their data.

Enterprises that do not comply with the GDPR rules might have to pay hefty fines, which might harm the brand image. The GDPR fines for severe violations might be up to 4% of the annual revenue or 20 million Euros, whichever is higher. And the less severe violations can cost up to 2% of the global annual turnover or 10 million Euros, whichever is higher. Businesses that market in the EU must be aware of all the rules and regulations to avoid legal litigation, hefty fines, and negative brand image.

Best Practices for the GDPR Lead Generation Process

Gain Users Consent

One of the most effective ways to save the organization from these hefty GDPR fines is to ensure that all users consent to collect, use and process their data. For businesses to have GDPR-compliant lead generation processes, they need legal reasons to collect and process their data. Companies can gather and process customer personal data to draft contracts, request some information, or they give consent to use their information.

Businesses that want to have complete GDPR compliance while gathering leads need to gain consent from the users to store and process data. Compliance leaders can prompt users to sign in for self-opt-in, allowing them to collect, store, process, and share their data.

Be Transparent About How You Use Customer Data

While looking at GDPR Compliant Lead Generation, business leaders need to have a clear legal understanding of why they are collecting user data and how they will use it. Businesses should be able to justify to their customers the data collection reasons. For instance, if the presales teams gather leads for their sales funnel, they must specify it to the users. Compliance decision-makers need an adequate privacy policy statement that gives users a holistic view of how and why their data is collected. Moreover, the privacy statement should have a legal justification of why their data is being collected and how they can opt-out. Businesses can design and implement an active-consent checkbox linked to the Privacy Policy guide that offers better insights into how the personal data collected will be stored, processed, and shared.

Have Limited and Relevant Lead Generation Questions

GDPR compliance expects enterprises to leverage personal customer data for limited, expressly stated purposes and should be used ethically. Hence, B2B businesses that want to ensure better compliance with the GDPR rules need to have a strategic plan to ensure that the data gathered is relevant and is for a specific purpose. For a GDPR-compliant lead generation process, businesses must keep the questions limited and appropriate.

Save consent that is easily accessible for audits

Enterprises need to provide GDPR compliance proof during audits to prove their compliance. Lead generation compliance leaders need to have organized data that helps them to save time during audits and prevents fines.

GDPR-compliant lead generation

General Data Protection Regulation is evolving policies to improve vigilance while managing personal data. B2B enterprises need to gather and process data while complying with all the rules and regulations enforced by the governing body. OnDot Media has the best practices for the GDPR-compliant lead generation process.

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