Post-GDPR Insight from the Sharp End of B2B Marketing

As a B2B marketing agency and we’d like to share our post-GDPR insight from the sharp end of B2B marketing.

We work on behalf of clients every day, making calls, sending emails, creating complex digital marketing campaigns, and posting social media – all to promote their products and services to the widest possible audience.

The lead up to GDPR was unsettling for anyone and everyone who uses personal data for marketing and communications purposes. Concerns were high that nothing would ever be the same again in the world of B2C or B2B marketing. Threats of legal processes and large fines served to add flames to the fire and organisations felt they were treading on eggshells, waiting for GDPR-Day. Waiting to see how the new legislation would actually affect them.

We’re now two months down the line and we thought it was time for a little post-GDPR insight from the sharp end of B2B marketing. We’ve spoken to our Call Room and our Account Management team to get their insight into what our clients are saying, what trepidation exists and how the B2B marketing landscape lies post-GDPR.

We have to admit the feedback even surprised us!

CPB Call Room Manager, Vicki Farrell, reports the following:

  • Contacts are more willing to talk
    • Since changing our telephony systems in 2016, we never call from a withheld number. With other agencies continuing to withhold telephone numbers, our transparency has resulted in greater trust and has made relationships easier to build
  • Legitimate interest as our chosen legal basis is having positive results.
    • The decision to use legitimate interest seems to make people more at ease when talking to us. They acknowledge they have previously had contact with or expressed an interest in certain brands/companies and are therefore happy to be kept up to date with or contacted about new technologies, products and services
  • Contacts have time to plan future strategies
    • Now that GDPR projects have finished and people now have time on their hands to plan and think about other projects and are keen to learn about new  technologies, products and services
  • The fear has gone
    • GDPR is now real and the world of B2B marketing has not come to a grinding halt. Therefore people are less stressed and are much happier to engage
  • If you’ve not been blocked yet, you probably won’t be
    • We find we are getting a higher call to contact ratio because contacts are less fearful of cold callers. They have blocked those they don’t want to speak to and are relaxed about receiving calls from organisations they trust. It is also interesting to note that April and May of this year witnessed the first significant drop in CTPS numbers since this suppression file was introduced in 2004 ….. a further indication of trust strengthening in the B2B community

Carrie Mathers, CPB’s Head of account Management & Service Delivery, also had significant positives to report. She has experienced a greater understanding from customers on responsible data handling, processing and storing and also seen an increased volume of requests from clients to understand CPB’s own GDPR processes, policies and statements. With many months in preparation and all the necessary processes rolled out, our customers find it refreshing to see just how seriously CPB prepared for GDPR and are reassured by the extent to which we have well and truly embraced the new data protection law.

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Carrie confirms that “Clients have fewer GDPR fears when purchasing end user data”, which CPB sources from ProspectaBase. “With strict data controller processes enforced by ProspectaBase and also customers’ well-tuned data processor rules, both parties are more at ease.”


For CPB, the entire journey of preparing for GDPR, was never about fearing it, but seeing it as an opportunity. GDPR was (and still could be) a frightening prospect for some, but we’re happy to report that, for us, the sharp end isn’t quite as pointy as we all feared!


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