Question? Call Us +44 330 122 8239

Getting the tap turned back on

Marketing compliance health check

Confusion about the impact of GDPR on B2B marketing had led to our client’s previously successful telesales operation grinding to a halt. We helped address concerns and prepare the necessary documentation to get things back on track.

Industry
SaaS Provider
Service(s)
Share
Share on facebook
Share on twitter
Share on linkedin
Share on print
Share on email
Follow Us
decoration
The problem

Privacy and marketing

Our client provides off the shelf and bespoke SaaS software to help CFOs manage the consolidation of financial reporting.

Management disagreement and staff concerns about the impact of GDPR on their prospecting and outbound telesales had seen activity drop through the floor and the company considering a mass deletion of their prospecting database.

We were contacted by the CEO and asked to review their processes and provide recommendations to ensure their marketing was compliant with privacy regulation.

Given the impact on sales activity and the potential costs of rebuilding their prospecting database, the need was business critical and immediate.

What we did

A focused review

We agreed a fixed cost, time constrained validation of their prospecting and marketing data practices and arrived on site the day after contracts had been signed.

We spent time with senior and operational management to understand the concerns being raised and the issues these caused.

We talked with internal data engineers to map the sources of data they used, how they were combined and then used by the telesales teams.

We sat alongside their telesales teams to get insight into the process and communications they had with prospects.

What we found

It's never as bad as 'they' say!

The outcome of our review was mixed news for the client.

Some data collection practices needed to be changed and there were prospecting records we recommended they delete.

However, we were able to provide reassurance that the company’s use of data in a B2B context was lawful and many of the issues faced by the client were the result of ‘GDPR myths’ rather than poor practice.

We provided improved documentation such as data maps and recommended privacy friendly changes to be made to processes. We ran awareness workshops to address staff concerns and to roll out the outcome of the review.

The value we added

Providing the way ahead

The awareness workshops reassured staff and operational management and sales activity was back to normal less than a week after we left site.

We helped technical staff identify ‘pots’ of records to be migrated to a new, cleansed and more privacy friendly prospecting database at less than half the cost of deletion and starting from scratch by buying in completely new data.

This improved dataset, along with improved operational guidance saw the client benefit from improved data management costs from both a financial and technical resource point of view.

decoration
Get Started

Let's talk about your needs

We know. This is normally where you’d see an easy to submit enquiry form. One that’s likely an entry into a lottery whether you’ll get a response or not. 

Get the answers you need. We don’t bite.

Use live chat or book in a no obligation online meeting to help us get to the bottom of how we can best help you (invite some colleagues if that will help).

How we use the personal data you provide when booking an appointment. In short, we ask for your name, email and phone number and will only use them to manage your appointment by creating an account for you which you can use to cancel or reschedule and by communicating with you about the appointment. You will not receive marketing calls or emails – only the information you ask for. Please see our Website Privacy Notice for more information.

Learn More

Related Insight

Related Events

jQuery(function($){ $(document).on('click','.elementor-location-popup a', function(event){ elementorProFrontend.modules.popup.closePopup( {}, event); }); });
@font-face { font-display: block; font-family: Roboto; src: url(https://assets.sendinblue.com/font/Roboto/Latin/normal/normal/7529907e9eaf8ebb5220c5f9850e3811.woff2) format("woff2"), url(https://assets.sendinblue.com/font/Roboto/Latin/normal/normal/25c678feafdc175a70922a116c9be3e7.woff) format("woff") } @font-face { font-display: fallback; font-family: Roboto; font-weight: 600; src: url(https://assets.sendinblue.com/font/Roboto/Latin/medium/normal/6e9caeeafb1f3491be3e32744bc30440.woff2) format("woff2"), url(https://assets.sendinblue.com/font/Roboto/Latin/medium/normal/71501f0d8d5aa95960f6475d5487d4c2.woff) format("woff") } @font-face { font-display: fallback; font-family: Roboto; font-weight: 700; src: url(https://assets.sendinblue.com/font/Roboto/Latin/bold/normal/3ef7cf158f310cf752d5ad08cd0e7e60.woff2) format("woff2"), url(https://assets.sendinblue.com/font/Roboto/Latin/bold/normal/ece3a1d82f18b60bcce0211725c476aa.woff) format("woff") } #sib-container input:-ms-input-placeholder { text-align: left; font-family: "Helvetica", sans-serif; color: #c0ccda; } #sib-container input::placeholder { text-align: left; font-family: "Helvetica", sans-serif; color: #c0ccda; } #sib-container textarea::placeholder { text-align: left; font-family: "Helvetica", sans-serif; color: #c0ccda; }
Your subscription could not be saved. Please try again.
Your subscription has been successful.

Newsletter

Subscribe to our newsletter and stay updated.

window.REQUIRED_CODE_ERROR_MESSAGE = 'Please choose a country code'; window.EMAIL_INVALID_MESSAGE = window.SMS_INVALID_MESSAGE = "The information provided is invalid. Please review the field format and try again."; window.REQUIRED_ERROR_MESSAGE = "This field cannot be left blank. "; window.GENERIC_INVALID_MESSAGE = "The information provided is invalid. Please review the field format and try again."; window.REQUIRED_MULTISELECT_MESSAGE = 'Please select at least 1 option'; window.translation = { common: { selectedList: '{quantity} list selected', selectedLists: '{quantity} lists selected' } }; var AUTOHIDE = Boolean(0);

We use Sendinblue as our marketing platform. By Clicking above to submit this form, you acknowledge that the information you provided will be transferred to Sendinblue for processing in accordance with their terms of use

jQuery(function($){ $(document).on('click','.elementor-location-popup a', function(event){ elementorProFrontend.modules.popup.closePopup( {}, event); }); });

Hooray!

We're excited you'd like to come along!

However, we need to tell you something important before you do:

How we use the personal data you provide when booking to attend an event.

In short, we ask for your name, email, the organisation you represent and phone number. For paid events we also collect billing information to process your order. We use this information to manage the event and your attendance by sending you email and SMS (if you provide a mobile number) confirmations and reminders about the event and any replays which are available. For some events we may invite you to complete optional surveys to either help us tailor the event beforehand or get feedback from you after the event is over.

The information you provide will be transferred to our Webinar platform provider where we use analytics to help measure the effectiveness of our webinars e.g. record whether you attend the event and how long you attended for. We also store your information in our CRM where it may be combined with publicly available information about you or the organisation you represent (such as that from LinkedIn or Companies House) and your communications with us. This combined picture will be used to help identify which of our services may be of interest to the organisation you represent; so, yes, we may market to you but only in your professional capacity and only in a targeted way once we know more about how our services may be of benefit to the organisation you represent. Above all, we promise to stop when you tell us to.

Please see our Website Privacy Notice for more information.

Subscribe to get 15% discount