GDPR Compliant in B2B Marketing

There are two different EU laws that apply to direct marketing in B2B and B2C operations.

Data Protection Regulation (GDPR) and local legislation Companies must comply with both. For a long time, the subjects “How laws influence direct marketing and profiling” as well as “Direct marketing rules and exceptions” applied mainly to B2C enterprises. This time around, GDPR in B2B Marketing is the topic of discussion.

GDPR and B2B Marketing Email marketing best practices for B2B connections
“Corporate Subscribers” are legal entities (i.e., corporations). B2B direct marketing communications can be delivered to corporate email accounts without the previous agreement of the recipient. Senders must identify themselves and include contact information, though. Personal data must be treated in accordance with the GDPR at all times. There are a few exceptions, but the general guidelines apply regardless of whether the person is approached as a professional or an individual. An individual’s name on a file or their email address (FirstName.LastName@Company) is regarded a physical person’s information and not that of a corporate subscriber, as is the case with business contacts.

Using the following guidelines, companies can approach B2B connections to do direct marketing:

A single trader’s identity is respected. In other words, an email can only be sent if the recipient has explicitly or implicitly agreed to it. For example, they had previously purchased a comparable product but had not opted out of receiving marketing messages.
The person contacted for direct marketing reasons must represent the business in the issue area, e.g., dpo@company.com for data protection-related matters and sales@company.com for sales inquiries.
A decent rule of thumb is to stop sending marketing communications if the recipient asks for it. It’s a good idea to keep track of those who have unsubscribed or opted out.
If an individual’s name appears in the company’s email address, the GDPR applies and the individual can opt-out of direct marketing mailings.
All promotional literature should have an “opt-out” or “unsubscribe” option.


GDPR and B2B Marketing Approaches taken at the national level


The European Union’s GDPR and PECR govern EU-level rules on direct marketing. The member states, on the other hand, may impose tighter regulations, so businesses should keep this in mind. Because of this, it is critical to understand the variations between opt-out, single and double opt-in choices before sending marketing emails through email. In addition, it’s helpful to know which EU member states use particular policies.

In B2B Marketing, the GDPR is a requirement.
In B2B Marketing Opt-Out, local GDPR restrictions apply.
That which is immediately recognizable and accessible. Unsubscribing from a mailing list is as simple as clicking a link in an email that the recipient receives. While operating in an opt-out jurisdiction, it is permissible to interact with recipients even if they have not chosen to opt-out. Estonia, Finland, Latvia, and Sweden are only a few of many such cases. Corporations can be contacted by business organizations. As long as the email address does not include a person’s name, they have the right to opt out of receiving emails. The recipient must be a member of the appropriate department for the message’s subject matter.

Only one person can opt-in.
If similar products or services have not previously needed to be advertised or sold, a recipient must take positive action in order to be subscribed to a B2B marketing email list. Such examples are Lithuania, Poland, Romania, and so on. – The Electronic Communications Act of Lithuania governs email marketing in Lithuania. If the objective of direct marketing is a business, the head of the firm or an authorized person must provide their permission. The newsletter will not be distributed to B2B leads who have not given their agreement to receive it. General info/marketing/dpo@company.com email addresses are treated the same as those that include a specific individual’s name.

A two-step confirmation process
B2B communications must adhere to the most stringent standards. Filling out a registration form and then clicking a link in a confirmation email are the first and second steps in the process. You can’t begin email marketing to a prospect until they’ve completed both opt-in processes in a double opt-in system. Germany and Switzerland are two good examples.