The EU’s new data guidelines, enforced by GDPR & E-Privacy, have led to a lot of confusion and uncertainty within the marketing and data research ecosystem. At Sentient we are committed to complying with these guidelines, and have engaged seriously with the regulations in an effort to bring some clarity on how they affect the B2B direct marketing industry.
The industry remains divided in its views on GDPR, with some fearing the worst while others believe that B2B marketers will remain exempt and protected. However, there continues to be a lack of understanding of what is required for compliance, especially with respect to certain grey areas.
When it comes to processing personal data for direct marketing, there are two legal grounds businesses may use: consent and legitimate interest.
Did you know ‘legitimate interest’ is an acceptable route for b2b organisations to comply with GDPR?
Sentient builds bespoke ‘GDPR- safe’ data for some of the world’s leading B2B organisations. If you would like to find out more, please get in touch via firstname.lastname@example.org