How GDPR can make your Marketing more Personalised

There has been a lot written about the forthcoming General Data Protection Regulation and many businesses are frantically undergoing preparations to ensure that their customer database and marketing practices will conform to these new data laws.

Even so, there are plenty who would admit that they don’t really know much about it, so here is a snapshot that outlines what it means for Marketers , how it can make your marketing more personalised and drive better results.

What is GDPR?

The General Data Protection Regulation (GDPR) is a regulation put forth by the European Union Parliament focused on data protection for individuals in the EU. GDPR is an update to a 1995 Data Protection Directive, and includes stricter requirements for handling personal data and data subject rights. GDPR has become a major focus for businesses worldwide, as it applies to any global business that handles the data of EU citizens.

What does GDPR mean for Marketers?

All marketers are likely to be affected by the new rules, so will need to prepare. The biggest shake-up for marketers will be around how personal data can be used for marketing purposes, and how that data is stored and protected, and strengthening the rights of data subjects. Organisations will need to understand what’s required of them, so they’re ready to comply with the rules by the deadline in May.

The benefits and opportunities of GDPR

Amid the scary warnings of huge fines, and fears you’ll be unable to use much of you data after 25 May, it’s important to remember that GDPR does present a number of opportunities for B2B marketers:

·      Databases will be leaner, and email marketing more targeted. A list of individuals who have opted in to your communications should be much more engaged, resulting in higher click-through, open and engagement rates in your email campaigns

·      Marketers also have an opportunity to use data in a smarter way. Tools such as Artificial Intelligence and machine learning can take the guesswork out of building your target account list by identifying companies that meet your buying criteria and are showing early signs of intent for your products and services.

GDPR Resources and Updates

If you’re interested in learning more about how GDPR impacts B2B marketers attend our upcoming Key to Personalisation in a GDPR World workshop on 22nd February in London. We will cover how GDPR is a great opportunity for you as a Marketer to be smarter with the way that you now use your data, and how you can take your ABM plans to the next level. 

We’ll also be in great company as the workshop will feature expert Enza Lannopollo from Forrester who will cover what you need to do to be compliant and answer all your regulation questions.