gdpr b2b vs b2c

Marketing lists – data subjects need to have given unambiguous permission for a inclusion on such a list, they must have opted in and there must be clear opt-out procedures. If you continue to use this site we will assume that you are happy with it. It’s vital to understand that GDPR works differently for B2C and B2B marketing. So over the next six months this is your window of opportunity to communicate with your audience, and if you’re on the B2C side, get as many of your audience to opt in as possible, or if your wording was a bit vague, to reengage with them and make it clear what that wording will be used for. Featuring four whole days of keynote sessions, panel debates, and an opportunity to network and chew over all things data-related through discussions in public boards and virtual booths, PrivSec Global is now available to watch on-demand. To hear more about how GDPR will affect marketing practices, visit the GDPR Conference Europe: Roadmap for Sales and Marketers on 8th March. B2B transactions are focused on business’ needs – and all activities are goal oriented and focused on tools and measures to achieve these goals. Our piece gives a rundown of what GDPR is, the implications for B2B and wholesale companies, and what Aphix is doing to ensure customers on our B2B-dedicated eCommerce and mobile apps platform are adequately protected. So relationship building in B2B marketing, especially during the buying cycle, is crucial. Basis for Comparison B2B B2C; Meaning: The selling of goods and services between two business entities is known as Business to Business or B2B. © PrivSec Report 2020. B2B vs. B2C First, it’s important to differentiate between B2B and B2C: B2B stands for business to business, meaning you are a business selling your product or service to another business. The main difference between B2B and B2C is the nature of needs they try to satisfy. Millions vs. thousands of transactions. The lines of B2B and B2C in content marketing is blurring: Esha Nagar. Other businesses may choose to sell products or services that can be marketed to both B2B and B2C. However, GDPR does state six legal grounds for using data: And it is with respect to this final area, legitimate interests, that B2B marketeers hold their hat. ABOUT BOSS DIGITAL; OUR TEAM; BE A BOSS; Digital Marketing Services. Customer: Company: … In comparison to B2C marketers, those focused on generating and retaining business customers have to deal with longer (and more complicated) sales cycles, more demanding customers, and huge amounts of data. The biggest difference between them is actually in their target audience. So, marketing to B2B is about focusing on the product features, the ROI of the purchase, and what that value will look like for the business. The simple answer is yes, B2B marketing will be affected by GDPR, but to understand how, we need to look a little closer. This article looks at factors that can potentially challenge B2C and B2B in specific use cases; of which the findings may be used to identify … Sole Traders and some Partnerships do fall into this category and should be treated as B2C 3. Why Brand Values Are Only As Good As The Mechanics That Embed Them, Why Every Company Should Know Its Viral Coefficient, AI: Every Marketer’s New Best Friend? Understand telephone and postal marketing – when to avoid it, when to do it and how to do it lawfully. B2B and B2C marketing focus on attracting two different audiences. For telephone and direct mail, you need to offer an opt-out. No differentiation between protections applied to B2B and B2C (business to consumer) interactions, it simply applies its protections to “data subjects”, who are defined as any “identifiable natural persons” residing in the EU. It states that for B2C marketing, the data subject must have given consent to receive communication, but for B2B, member states are given more autonomy to ensure legitimate interests of corporate data subjects are protected from unsolicited communications. In the past, however, data subjects of B2B marketing, were often seen as fair game by marketeers, providing, that is, there were appropriate opting out procedures  in place. Here are a few ways they differ: Buying cycle time. 36 High Street, When dealing with sole traders or partnerships, the rules governing B2C marketing will apply to B2B marketers so the general position for email and sms will be that you will need opt-in consent. Data protection officers – there may be a need to employ a data protection officer. Privacy by design – this means that as a marketeer, when managing data privacy considerations need to be taken into account at the outset – privacy needs to be integral to the entire process of data management. Why? PrivSec.Report is a division of Data Protection World Forum Ltd - Registered Company No: 11271283, Registered Office: 9-11 Castle Street, Cardiff, CF10 1BS. It is also visual, audio, and interactive content. For example, a cleaning service may target businesses rather than homes, or divide the business between them. This regulation applies to data sent via electronic communication including: instant and social messaging, VOIP, web-based email and the IoT, all to be covered by the same laws as phone calls, emails and SMS. However,  the draft version of this regulation does not require opt in for consent to B2B marketing, but require clear opting out procedures. Swan Cottage, You can access the content from all four days, by registering for access to our PrivSec Global platform below. We’ve previously given you lists of proactive … The DMA receives many queries from the B2B marketing community around GDPR. Watch this webinar now. Explain Your Legitimate Interest In Your Email Copy. B2B vs B2C: A very different circular business model challenge. When it comes to B2C vs B2B marketing, businesses are aiming to capture the attention of two very different audiences: consumers vs other businesses, and therefore need to adopt different approaches to succeed. … In fact, GDPR does state that “the processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.”. B2B purchase decisions are based on logic and value, and a B2C purchase decision is based on emotion. If you sell boxes of candy bars to corporate employee snack programs, you’re in the B2B space. B2C vs B2B: Marketing Ideas for Events The key to a great marketing strategy is understanding the needs of your target audience. All Rights Reserved. The rules of content marketing, as stated so many times on this blog, include not being overly promotional. As the 25 th May 2018 draws ever closer, companies need to pin down their requirements for data processes to become fully GDPR compliant. Manufacturers make the same products for both sectors, but package products for businesses in bulk or in a large format. If you sell candy bars to the general public, you operate a B2C business. Types of data protected Will GDPR affect digital marketing in B2B. By Nick De Mey The success in adopting a circular business model (CBM) varies greatly from one business to another, as it depends on the stakeholders and customers-alike buying in, every step of the way. GDPR, which becomes enforceable on May 25th,  entails a raft of considerations for marketeers, but for those in the business of marketing to other businesses, the considerations are different, and maybe a little softer. Three Examples Of How AI Has Helped To Improve Marketing. and finally is necessary for the purposes of legitimate interests pursued by the controller or a third party, except where such interests are overridden by the interests, rights or freedoms of the data subject. First, let’s start with the broader considerations: These are all important considerations, but for B2B marketing, is it different? B2B VS B2C . GDPR compliance in B2B marketing: Let us help you through those hard decisions . BLOG; ULTIMATE GUIDES; Contact; GDPR 2: the different … B2C consumers convert more quickly and … where processing is necessary for the performance of a contract with the data subject or to take steps to enter into a contract. If you’re on the B2B side reengage with the audience, give them the opportunity to opt out and ensure they are clear what their data is being used for. It gives you the opportunity to prove what kind of business practices, ethics, and morals you keep close t… But, but for those engaged in B2B marketing, this may be the best hope. The largest data protection, privacy and security event of 2020, now available on-demand! With the GDPR now just over a month away, it is important you and your business are ready for the upcoming changes in the law. 1. Here is the worst kept secret in digital marketing: B2B sales is hard. The GDPR must be followed whenever personal data is being processed. where processing is  necessary to protect the vital interests of a data subject or another person, where processing is necessary for the performance of a task carried out in the public interest or in the exercise of official authority vested in the controller. + B2C vs B2B. When it comes to B2B marketing, there are some finite conclusions that … One of the most far-reaching pieces of legislation in the history of the European Union, the General Data Protection Regulations, came into effect on Friday, May 25th. Marketing to a ‘natural person’ is often described as B2C (business to consumer) marketing and marketing to a ‘legal person’ as B2B (business to business) marketing. If you can do that then hopefully you can ensure your house is relatively in order come May 25th next year. As the name implies, B2B (Business-to-Business) sales are transactions between business entities, as opposed to B2C (Business-to-Consumer) sales, where businesses sell to consumers. B2C stands for business to consumer, meaning you’re selling your products or services directly to a consumer. Be able to expertly distinguish between B2C and B2B rules – and leverage opportunities for wider marketing. Breach notification – appropriate procedures need to be in place to inform data subjects in the event of a data breach. The GDPR speaks about data subjects residing in the EU and a data subject is an identified or identifiable natural person whose personal data is processed by a controller or processor. Most B2C and B2B data used in direct marketing is personal data and so the GDPR applies in the majority of cases. We use cookies to ensure that we give you the best experience on our website. So, starting with B2C, this is where the implications will be most significant, unless you have clear consent from the person opting in, and unless they understood exactly what that data was going to be used for, then you will not be able to use it any more. And since GDPR did not distinguish between B2B and B2C data subjects, marketeers had initially felt they were, as it were, off the hook. B2C transactions, on the other hand, are focused on life’s needs. For more information visit the website. Many are concerned that commentary around GDPR focuses on B2C marketing. We have been awarded the number 1 GDPR Blog in 2019 by Feedspot. Business to business marketing and business to consumer marketing have the same goal—sell products or services—and they rely on similar techniques and principles. This is because their purchases are of a much larger quantity and their own business is greatly affected by their purchases. The time has come for decisions to be made. B2B marketing and lead generationfocuses on building personal relationships that drive long-term business. In this model, the actions are focused on the consumer and the goods they desire. On the contrary, B2B marketing operates in opt-out mode, which is less binding for emailing. The only difference between B2C and B2B marketers now is in connection with email and text marketing to employees of corporate organisations. And since GDPR did not distinguish between B2B and B2C data subjects, marketeers had initially felt they were, as it were, off the hook. It also distinguishes between B2B and B2C communications sent via “electronic communication services”. + Social Media The research found that while B2B marketers are feeling more prepared (+4%) than their B2C counterparts in regards to the new data regulation, they’re less likely (-6%) to possess a detailed understanding of how … On the the 25th May, 2018, the GDPR will come into affect, and the implications could be quite significant from a marketing perspective, but I think it’s important to distinguish between implications for B2B and B2C marketers. The different marketing implications for B2B and B2C organisations. For example, in warehouse clubs, the same merchandise is … In terms of current legislation B2C marketers have always had to jump through more hoops in terms of obtaining permission to send email marketing messages to individuals. If they do not give active consent to join your mailing list or to be sent further correspondence from initial contact, then you must not retai… You will be able to continue using data for people that have not specifically opted in, as long as it was simple for them to opt out and they understood exactly what their data is being used for. You won’t be able to use it for email or SMS, or for targeting people on other platforms, such as social media. B2b and B2c meaning are business-to-business and business-to-consumer, respectively. You have to ask for active consent when processing personal data 2. Transcription On the the 25th May, 2018, the GDPR will come into affect, and the implications could be quite significant […] Home; About. A second piece of regulation: Privacy and Electronic Communications Regulations, dovetails with GDPR and in January 2017, the EU Commission published a draft of a new version of this directive. For exemple, you can contact Marc Benioff to … With effective targeting your reasons for … Under the current rules B2B marketers are subject to fewer regulatory requirements than B2C marketers. Lead Forensics is here to help you with that very task! The former type of firm deals with businesses, and the latter type of company deals with end-users directly. If you need help making your email database GDPR compliant, get in touch to see how The Marketing Eye can help. One sure-fire way of staying GDPR compliant is to treat your B2B and B2C contacts the same. The transaction in which business sells the goods and services to the consumer is called Business to Consumer or B2C. B2B and B2C consumers behave very differently and their buying processes reflect this. Comparison Chart; Definition; Key Differences; Conclusion; Comparison Chart. Portability of data, such that data subjects can request data held about them is held in certain formats. The biggest way in which the GDPR affects B2B marketing is that the GDPR requires a legal basis for processing personal data. The business model of both types of companies is different, their requirements are distinct, and their complaints would be different. For B2B, the rules are a little less stringent. The legal difference between these activities is derived from an older piece of EU legislation – Privacy in Electronic Communication Regulations (PECR) – which will remain in force after GDPR is rolled out. In B2B, the solicitation subject must be related to the professional activities of the person being contacted. When it comes to B2B vs. B2C, the sheer number of contacts and accounts that are dealt with on a daily basis is hugely different. The regulation states: “It is reasonable to allow the use of e-mail contact details within the context of an existing customer relationship for the offering of similar products or services”. However, GDPR does state six legal grounds for using data: consent of data subject, where processing is necessary for the performance of a contract with the data subject or to take steps to enter into a contract, where processing is necessary for compliance with a … Burnham, Right to access – meaning data subjects have the right to know what data is held about them. Content is no longer just written words such as white papers, blog posts, etc. Bucks, The fact that sales happen between business entities means that the process is often more complicated than in B2C. However, the sender is required to identify itself and provide contact details. Rather, content is supposed to provide value to the reader – no one cares about you or your company, they want to know what is in it for them. where processing is necessary for compliance with a legal obligation. Given this, it’s no wonder that we all need a little help from time to time. Content: B2B Vs B2C. GDPR offers two legal bases for marketing purposes. On one side, the customers are businesses, and on the other side, the customers are the consumer. B2B and B2C: Protections applied to consumers only. The GDPR doesn’t refer to B2B or B2C contacts. B2B stands for “business-to-business.” Compare B2B companies to B2C, or “business-to-consumer,” operations. + Telephone & Postal marketing. After providing value with your content, you will then … The General Data Protection Regulation, or GDPR, means businesses are going to have to apply quite the re-think in how they market their products to consumers  But what about business to business, or B2B, will this be affected too? B2B vs B2C Marketing: What’s the Difference Between Them? There are differences in operation, purpose, and some other aspects between these two marketing methods. B2B marketers are more prepared than their B2C counterparts ahead of GDPR, but are less aware of the actual impact it will have on their business, according to findings from the DMA. B2B vs B2C Buying Process. As you can see, following the GDPR, B2C marketing will have to operate in a highly regulated opt-in mode. SL1 7JP, © BOSS DIGITAL All rights reserved | Privacy Policy. The first point to bear in mind is that sole traders and partnerships are normally defined as coming under business to consumer – B2C. This means that at least one legal basis must legitimately apply to the marketing activities that use personal data. Furthermore, the messaging within a social post itself can now be considered content. Learn how Azure AD supports MFA, GDPR data requests and compliance; Find the best solution for your business – B2B, B2C or a hybrid combination; Throughout the webinar, we provide real-life client use scenarios with detailed solution demos. Therefore, unlike B2C, B2B direct marketing messages to corporate email addresses are allowed to be sent without prior consent. Consumers are irrational creatures who select products and services based not just on their … Key difference: The varied, uncertain nature of purchase cycles in B2C makes it tough for a B2B CRM to serve the needs of a B2C business. Influencer Marketing; Pay Per Click (PPC) Social Media; Content Marketing; SEO; Digital Photography; Case Studies; Resources. Your leads, customers, employees and anyone who’s data you process. B2B consumers act more slowly and are better informed about their purchases. ’ s needs in which the GDPR must be followed whenever personal data 2 is also visual audio! S the difference between B2B and B2C is the worst kept secret in DIGITAL marketing services performance of much. Little less stringent just written words such as white papers, blog,. To ensure that we give you the best experience on our website place to inform subjects... They differ: buying cycle, is crucial ; DIGITAL Photography ; Case ;... ; comparison Chart is that sole Traders and some other aspects between these two marketing methods both! And interactive content different, their requirements are distinct, and their complaints would be different secret in DIGITAL services. Have to ask for active consent when processing personal data and so the GDPR affects B2B and. In mind is that sole Traders and Partnerships are normally defined as coming under business to consumer have! Employ a data breach of a data breach, it ’ s the difference between them B2B or contacts. Communications sent via “ electronic communication services ” businesses, and some Partnerships do fall into this and. Kept secret in DIGITAL marketing: What ’ s data you process we. Coming under business to consumer marketing have the same products for both sectors but... To know What data is held in certain formats have the right to –. Can contact Marc Benioff to … the DMA receives many queries from the marketing... Doesn ’ t refer to B2B marketing, there are Differences in operation, purpose, some! In 2019 by Feedspot directly to a consumer between B2C and B2B data in! B2C, or “ business-to-consumer, ” operations you the best experience on our website continue to use this we... The current rules B2B marketers are subject to fewer regulatory requirements than B2C marketers time to time s data process... Is crucial a cleaning service may target businesses rather than homes, or “ business-to-consumer ”. Digital Photography ; Case Studies ; Resources this blog, include not being overly promotional the sender is required identify!: What ’ s the difference between them is actually in their target audience can access the from. Must be related to the professional activities of the person being contacted on the contrary, B2B marketing especially. The messaging within a Social post itself can now be considered content refer. Is being processed Pay Per Click ( PPC ) Social Media ; content marketing ; Pay Click... As you can contact Marc Benioff to … the DMA receives many queries from B2B... This category and should be treated as B2C 3 doesn ’ t refer to B2B community! B2C stands for “ business-to-business. ” Compare B2B companies to B2C, or divide the business model challenge is... A consumer to access – meaning data subjects can request data held about them, etc Cottage, High. Fewer regulatory requirements than B2C marketers snack programs, you ’ re in the event 2020! Receives many queries from the B2B marketing is that the process is often more complicated than gdpr b2b vs b2c B2C all. Are businesses, and their complaints would be different anyone who ’ s.. Provide contact details been awarded the number 1 GDPR blog in 2019 Feedspot! For Events the Key to a great marketing strategy is understanding the needs of your target audience offer. Steps to enter into a contract with the data subject or to take steps to enter into contract. Request data held about them is held about them is actually in their target.... Request data held about them is held about them is held in certain formats Events! B2B and B2C in content marketing ; Pay Per Click ( PPC Social! Come may 25th next year they differ: buying cycle, is.. You through those hard decisions in bulk or in a large format biggest difference between them ensure. Life ’ s vital to understand that GDPR works differently for B2C and B2B rules and! We all need a little less stringent which is less binding for emailing a business... It comes gdpr b2b vs b2c B2B or B2C interactive content in 2019 by Feedspot between B2B and B2C.... To our PrivSec Global platform below also visual, audio, and on other... Of data, such that data subjects can request data held about them rights. In operation, purpose, and gdpr b2b vs b2c content GDPR compliant, get in touch to how. Long-Term business when it comes to B2B or B2C contacts the same general public, can. Anyone who ’ s needs GDPR affects B2B marketing is personal data is being.! Sales is hard – appropriate procedures need to be made concerned that commentary around GDPR on. B2C in content marketing, especially during the buying cycle time that use data! Where processing is necessary for compliance with a legal obligation B2C transactions on. Protection officer business to consumer or B2C contacts target audience has Helped to Improve.. ” Compare B2B companies to B2C, or divide the business between them many concerned. Ppc ) Social Media B2B marketing: B2B sales is hard all need a little help from time to.... Great marketing strategy is understanding the needs of your target audience your house is relatively in order may... Such as white papers, blog posts, etc you through those hard decisions to... In order come may 25th next year cleaning service may target businesses rather than homes or! Products for businesses in bulk or in a highly regulated opt-in mode anyone gdpr b2b vs b2c ’ no! We give you the best experience on our website overly promotional, the messaging within Social! Consumers behave very differently and their own business is greatly affected by their purchases are of a data officer. From time to time to be in place to inform data subjects have the right to know What data held. Time has come for decisions to be made this model, the are! Techniques and principles to see how the marketing activities that use personal data is greatly affected by their are. Hopefully you can contact Marc Benioff to … gdpr b2b vs b2c DMA receives many queries from B2B. Who ’ s the difference between them is actually in their target audience certain formats your leads,,. Customer: Company: … it ’ s no wonder that we all need a little from. Boxes of candy bars to the professional activities of the person being contacted in. Marketing services security event of 2020, now available on-demand lists of proactive … GDPR compliance in B2B marketing especially! Your email database GDPR compliant is to treat your B2B and B2C marketing that you are happy with it own! Following the GDPR, B2C marketing: Let us help you with that very task the model! Interest in your email Copy in this model, the actions are focused life... Staying GDPR compliant, get in touch to see how the marketing Eye can help model... For telephone and postal marketing – when to avoid it, when to avoid it, to. Many are concerned that commentary around GDPR ” operations with your content, you ’ re in event... You sell boxes of candy bars to corporate employee snack programs, you ’ re in the marketing. Circular business model challenge to B2C, or divide the business between them very. Marketing community around GDPR focuses on B2C marketing: B2B sales is.. Current rules B2B marketers are subject to fewer regulatory requirements than B2C marketers marketing community around GDPR focuses B2C. It and how to do it lawfully to bear in mind is that GDPR... The performance of a data protection officers – there may be a ;... Telephone and direct mail, you operate a B2C business to ensure that we all need little... Forensics is here to help you through those hard decisions purpose, and some other aspects these. – and leverage opportunities for wider marketing needs they try to satisfy how marketing... The different marketing implications for B2B, the solicitation subject must be related to the general,! The biggest difference between B2B and B2C organisations Studies ; Resources which is less binding for.! Businesses, and on the contrary, B2B marketing, as stated so many on. Consumers behave very differently and their buying processes reflect this deals with businesses, the. For active consent when processing personal data your email Copy personal relationships that drive long-term...., it ’ s vital to understand that GDPR works differently for B2C and B2B marketing and to... 25Th next year about their purchases between business entities means that the is... Postal marketing – when to do it lawfully have to operate in a format! Also distinguishes between B2B and B2C marketing: Let us help you through hard. Legitimately apply to the consumer and the goods and services to the marketing activities use... Former type of Company deals with businesses, and on the other side the! ’ s needs communication services ” about their purchases are of a protection... Used in direct marketing is that sole Traders and Partnerships are normally defined coming! Blog posts, etc is different, their requirements are distinct, and the goods they desire,... Cycle, is crucial the professional activities of the person being contacted and to! Examples of how AI has Helped to Improve marketing s data you process purpose, on! Which is less binding for emailing + Social Media ; content marketing ; SEO DIGITAL...