GDPR: A Blessing in Disguise?

By Yusef Sanei

The General Data Protection Regulation (GDPR) will become fully enforced throughout the European Union on the 25th May 2018. Coverage of the GDPR has created an almost apocalyptic impending sense of industry doom, heavily focusing on eye-widening fines.

The information sways between sensationalist scare mongering and heavy legislative literature, so we were keen to shed some light on the new regulations and explore how they may affect agency (B2B) new business but more importantly, how these new regulations could actually be a blessing in disguise!

(Almost) Nothing New

Despite what the recent coverage may suggest, these new regulations haven’t come out of nowhere. After 4 years of debate and preparation, the EU Parliament finally approved the GDPR on the 14th April 2016. This approval triggered the 2-year post-adoption grace period meaning the GDPR will become fully enforceable in a few months’ time (25th May 2018). The GDPR will replace the already existing 1995 Data Protection Directive, which enforces many similar regulations that the new GDPR will up keep.

Why Something New

The European Commission (EC) acts as a legislation implantation branch of the European Union. The EC has recognised that the digital economy is only going to get larger with the digitisation of most aspects of life. However, this predicted growth can be threatened by a lack of trust on the consumers part, thus, these new regulations ensure trust to be established by giving digital service users more information and greater control over their data and how it is used. This places most emphasis on B2C but still effects B2B in one major way.

Legitimate Interests?

Individual and personal data can only be processed if there is at least one lawful basis to do so. One of these lawful reasons, legitimate interest, is how B2B marketers will legally be allowed to target individuals. However, the industry coverage thus far has thrown this word around as the saving grace clause of the regulations, but what does ‘legitimate interest’ actually mean?

The EU’s GDPR legislation or the ‘Proposal for a Regulation of the European Parliament and of the Council concerning the respect for private life and the protection of personal data in electronic communications and repealing Directive 2002/58/EC (Regulation on Privacy and Electronic Communications)’ as the boys in Brussels refer to it, contains 29 references to ‘legitimate interest’.

What does it all mean?

Whilst mining through dense EU law may not be for everyone – the discussion around legitimate interest needs to be elaborated. Luckily, we’ve done the leg work and discussed the most relevant usages.

Article (47): ‘the existence of a legitimate interest would need careful assessment including whether a data subject can reasonably expect at the time and in the context of the collection of the personal data that processing for that purpose may take place.’

A data subject (target) has to ‘reasonably expect’ to be contacted by you.

For example, if you want new biz for FMCG and you contact someone from Coca-Cola, then you are all clear, as someone from Coca-Cola could ‘reasonably expect’ to be contacted by someone from FMCG.

Article (69): ‘a data subject should, nevertheless, be entitled to object to the processing of any personal data relating to his or her particular situation. It should be for the controller to demonstrate that its compelling legitimate interest overrides the interests or the fundamental rights and freedoms of the data subject.’

If I contact Coca-Cola and they never want to hear from me again, then they are entitled to opt-out and never be contacted by me again. I have to make clear to Coca-Cola, why I have contacted them – which is something I imagine most people are already doing.

Article (111): ‘where the transfer is made from a register established by law and intended for consultation by the public or persons having a legitimate interest. In the latter case, such a transfer should not involve the entirety of the personal data or entire categories of the data contained in the register and, when the register is intended for consultation by persons having a legitimate interest, the transfer should be made only at the request of those persons or, if they are to be the recipients, taking into full account the interests and fundamental rights of the data subject.

This one is a bit wordy…but it is important. If I wish to contact the head of marketing at Coca-Cola, I don’t need to source/use data about their children, dogs name and where they last went on holiday. I only have the right to use data that is applicable for my reason of targeting, for example, new biz.

Article (113): ‘Transfers which can be qualified as not repetitive and that only concern a limited number of data subjects, could also be possible for the purposes of the compelling legitimate interests pursued by the controller, when those interests are not overridden by the interests or rights and freedoms of the data subject and when the controller has assessed all the circumstances surrounding the data transfer.’

I cannot continuously spam the head of marketing at Coca-Cola until they talk to me, I need to be able to show that there is a qualified reason to target them e.g. they have a strong lead score. Again, this isn’t rocket science and should be something most respectable agencies are already doing.

Article (6)f : ‘processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.’

Nice and simple: Don’t email children (under 16).

Sigh of Relief

Thankfully, after that slight trudge through the heart of dense European Commission’s Legislation, we can draw some very positive conclusions.

This isn’t the apocalypse that some would have you believe. Yes, if you don’t follow the regulations there will be hefty fines, but even in this scenario, you don’t send out an accidental email to someone and next thing you know the Data Protection Police have arrested you in front of your colleagues and have taken over your business. There are warnings and cautions before the fines will be applied – after proved continuous breaches.

Buzzing Around the Ointment

This could, however, be susceptible to change due to the upcoming E-Privacy Regulation which, were it to be passed, would work alongside/compliment the GDPR. However, the E-Privacy Regulation is still in draft form and is being heavily debated between the Council and the Parliament, so we are still unsure what the final regulations will look like. This is something we will be following closely and will be sure to discuss in upcoming articles.

What we can take from the GDPR is that the new legislation should act as a much needed wake up call. We should all practice and implement qualified targeting, lead scoring and transparent reasons for contacting someone. This should be embraced by businesses, and if you are already practicing good etiquette then there’s nothing to worry about. This is a chance to change the digital industry for good, not the beginning of the end.

Please note that this article is written from writers point of view. The information herein does not replace qualified legal advice, and should not be taken as such. Please consult with legal experts if you would like further clarification.

Knowledge is Power: How to use data to drive you prospecting

 

Knowledge is Power

Knowledge is power, or so the saying goes. And it couldn’t be more true when it comes to prospecting. The more you know about your prospect, the better chance you have of closing the deal, because you have the facts to guide your actions.

Most Biz Devs come across at least one of the following problems at work:

Unproductive prospecting

50% of sales time is spent on unproductive prospecting, time that could be better spent building real relationships with important leads.

Stale data

As staff turnover among marketers is rising, data decay is becoming a problem due to out of date CRMs. In B2B markets, sectors with high job turnover can see contact data decay rates as high as 70% per year.

Lack of content

65% of Sales Reps say they can’t find relevant content to send to prospects to demonstrate that they understand their business needs.

But the good news is, these problems are all easy to address. By framing your sales technique with insight and tailoring your approach with the vital statistics on your prospect, you’re far more likely to be successful.

“Using a data and insight driven approach has gleaned so much value. Even if it’s just one single insight about that contact, it adds a lot of value to the call, it gives you the edge.” Sam Meade, Business Development Manager

For example, 80% of Biz Devs look at an individual’s social profile prior to a pitch or meeting. Social media profiles will reveal likes, dislikes and common ground to guide your conversation. “Hey, I saw that article about the challenges of healthy food marketing in The Drum. I thought it was really interesting…” can be a good conversation starting point.

You can also use a data sales tool to ensure your data is up to date, so that you don’t waste time chasing people who have already moved on. It can streamline your research process, leaving more time for selling, and help you to build authentic relationships by using information to warm up a lead.

To discover more ways that data can drive your prospecting, download Upstream’s latest report: Knowledge Is Power, and learn:

  • How to create a business profile on prospects.
  • The information you need to know on suppliers and procurement
  • The best time to approach a new lead
  • How to identify patterns and triggers that can inform your approach.
  • What should be on your pre-meeting checklist

Download the report, Knowledge Is Power, here and arm yourself with the information you need for successful prospecting, so that you can work smarter, not harder.

Ones to Watch: 5 Agencies marketers need to know, now

The start to this year is well under way, and we’ve been seeing some particularly exciting marketing and digital agencies popping up on our radar. They’re a heady mix of seasoned talent and innovative minds. If you haven’t heard of them already, they’ll be ones to watch out for in the coming months, so we thought we’d pull together a few that we’re really chuffed about. In our list we’ve got the likes of:

  1. Hyperactive

This new creative brand experience agency believes that big ideas are half the story; it’s what you do with them that count. A start up backed by Fold7, the agency is led by Andrew Casher – former Managing Director for Experiential at Cake. They’re the creators of brand experiences that can’t be ignored, producing unprecedented results through their work in experiential, social, content and partnerships. You might have seen their work with Beats by Dre or Eurostar. A start up with industry-leading results? You can’t get much better than that.

  1. SentiSum

Leveraging Artificial Intelligence (AI) to improve customer experience and conversion, SentiSum began with the aim to help companies understand their customer’s opinion, turning those opinions and experiences into a competitive advantage. Started in (when did they start) by Roy Jugessur, this company has grown exponentially since their beginnings, winning pitches for the likes of Just Eat and Auto Trader. Their ethos is backed by a dedication to leverage their insight in order to help companies leverage Custom Experience (CX). No challenge is too big for these guys, and their proven methods of translating CX data to actionable insights sits at the heart of their proposition – great news for the decision makers of the world.

  1. Margaret

This team of creative expert matchmakers specialise in connecting brands with early adopters, developing unique collaborations that create fans for their clients. Headed up by Co-Founder and Creative Director Olly Dixon (who you might remember from indie British magazine Dazed), Margaret has worked with the likes of Kopparberg, Auchentoshan, Bacardi, Bowmore, Becks and Reyka. Utilising their connections and expertise through a combination of campaigns, content, peer-to-peer connections, social media, PR, experiential events, influencer casting and design, they’ve more than made their mark in London’s scene. So, if you don’t know Margaret, now you know.

  1. Kaizen

Started by Managing Director Pete Campbell, Kaizen was borne out of the realisation that most agencies employ a half-baked approach to SEO & Content Marketing. He’s joined by Ian Fergusson and a team of SEO experts who deliver award winning innovative SEO and Content Marketing campaigns for brands like TotallyMoney.com and River Island. For brands looking for someone that can do it all, it’s a one stop shop at Kaizen – from Technical SEO to Digital PR and Outreach, there’s nothing these guys can’t do (and they’re not afraid to say it). Check out their blog for regular thought leadership pieces, helpful resources and links to their upcoming webinars. We’re excited to see what these guys will do next, and we reckon, now, so are you.

  1. That Lot

Content is their bread and butter, served with a side of humour. Started by Co-Founder and Director David Schnieder (you may know him as well known British comedian/actor/writer) this social creative agency has been on our radars since day one. Awarded Agency of the Year at this year’s Social Buzz Awards and Best Large Agency at the UK Social Media Communications Awards, they’ve worked with the likes of BBC’s The Voice and The Apprentice, providing brilliant content to brands and broadcasters in order to help them grow audiences and cut through on social. Terrible with names? Fear not – all three directors are named David, and this no-nonsense approach to nomenclature mirrors their approach to content. Keep an eye out for these guys, or at the very least, follow their feed for a good laugh.

 

Business Development Benchmarking Report 2017

bd-benchmarking-report-2017

With over 25,000 agencies in the UK, the competition is fierce and the pressure is on business development to deliver. To keep ahead, you always need to be on the lookout for new ways to improve.

For even the most successful Business Developers it’s hard to know if you’ve got it quite right – which is why Upstream surveyed top UK agencies to find out how they go about their prospecting and pitching, to bring you our Biz Dev Benchmarking Report 2017.

Prospecting can be a painful process, so it’s no surprise our survey found that 25% of agencies outsource their prospecting. The Biz Dev Benchmarking Report will lay out what companies are doing, and how big and small agencies go about their prospecting. It might surprise you to find that over half of agencies who outsource their prospecting have a turnover under £5million.

No matter how successful you’ve been generating leads and opportunities, you absolutely have to deliver in the pitch to ensure Business Development success. A study by The Drum found that clients underestimate agency pitch costs by 41% with very few expecting the client to have to pay for this; find out in the Biz Dev Benchmarking Report how agencies are dealing with this…

The report also delves into how some agencies are standing out with innovative prospecting, creative approaches to pitches and strategic investments in the process.

You can download the full report here. Or for a quick summary, take a look at our infographic below…

bd-benchmarking-report-2017-infographic

10 Must-Have Tools for Business Development

Business Development is changing – and there is now a whole variety of tools at your fingertips that can greatly assist the way you go about this process.

10_bizdev_tools_blog

Long gone are the days of just relying on an excel list and a phone. From CRMs to data and insight platforms, meeting tools and organisational shortcuts, every modern Business Developer should have access to a wide range of tools. These can help make you more efficient, so you can spend more time doing what you are best at, as well as increasing the effectiveness of your activity with a more informed and fine tuned approach.

We’ve put together a guide detailing some of our top favourite Business Development tools to make your life easier in our Ten Must-Have Tools for Successful Business Development.

From seamless scheduling with Calendly, to perfect punctuation with Grammarly, find out what the must-have tools are for exceptional business development in Upstream’s latest report.

Click here to download our guide and find out the tools you shouldn’t have to live without…

The 24 Hour Guide to Motivating your Sales Team

Motivating your sales team effectively is one of the most important elements in sustained sales success. A challenge for 65% of B2B organisations is struggling to maintain sales productivity. Given that highly motivated employees can improve profits by up to 19.2%, effective motivation should be a top priority.

However, monetary motivation can only provide a certain level of incentive – and team leaders need to look to creatively enthuse their team of dynamic and different personalities.

To help with this challenging obligation, we’ve put together The 24 Hour Guide To Motivating Your Sales Team to lead you through the most effective ways to inspire your team.

Click here to download the guide and find out how to:

  • Recognise and motivate different personality types
  • Utilise intrinsic and extrinsic motivators to boost performance
  • See how gamification has transformed global sales teams at SAP, Comcast and Paypal

Even with the perfect motivating structures in place, no one – however focused – can be 100% motivated every day. Sales teams that use short bursts of competition and rewards find their employees are up to 12% more productive. So we have developed a solution to further boost your sales team at the start of this quarter: the Upstream Power 24 Hour.

The Power 24 Hour allows you to have complete and unlimited access to Upstream, our data prospecting tool, for 24 hours. With unlimited access to contact information, insight and exclusive insights on 50,000 decision makers, your team can spend their time doing what they do best for a day of effective prospecting. To help encourage the competitive spirit we’re offering prizes for the top sales performers, along with treats throughout the day.

As you look towards the start of Q4, the Power 24 Hour is a great way to move closer to those end of year targets and push your team over the line. If you’d like to participate, please get in touch with us at hello@stayupstream.com.