As of May 25, 2018, the General Data Protection Regulation (GDPR) is in full effect across the European Union. But this isn’t just a European issue. If your business collects, stores, or processes personal data from anyone in the EU — even a single email address on your newsletter — you’re required to comply (European Commission, 2018).
For digital marketers, GDPR is more than a legal hurdle. It’s a structural shift in how data is gathered, how users are targeted, and how trust is earned. While the regulation applies universally, the impact is not the same for B2B and B2C models.
This isn’t a temporary trend. GDPR is forcing a redefinition of value exchange online — and marketers who adapt will lead.
Strategic Insight
What’s your story?
You’re using data to grow a business — whether that’s by reaching consumers directly (B2C) or supporting account-based marketing and lead pipelines (B2B). Your ability to collect and use that data now depends on transparency and consent. Your story must shift from “We track for profit” to “We respect your trust.”
What do you solve?
GDPR addresses data misuse and user vulnerability. Marketers solve this by being explicit, ethical, and strategic. Whether you’re nurturing enterprise deals or selling to app users, consent and clarity are your currency.
How do you do it?
- For B2C:
- Must obtain clear, informed, opt-in consent for data collection
- Can’t pre-check boxes or bury terms in legalese
- Retargeting requires direct permission — often limiting Facebook Pixel and Google Ad performance in the EU
- Data subject access, correction, and deletion rights must be honored (Information Commissioner’s Office [ICO], 2018)
- For B2B:
- Still must obtain consent, but “legitimate interest” may apply when targeting work emails (e.g., info@company.com)
- Relationship-based lead nurturing (like LinkedIn InMail or content offers) is less disrupted
- CRM platforms must document lawful basis for storing lead data — consent, contract, or legitimate interest
- Cold outreach (email or ads) is still possible with tight data handling policies and documented justification
Why do they care?
Because fines are real — up to 4% of annual revenue. But more importantly, because GDPR compliance builds credibility. B2B buyers care about vendors who respect regulation. B2C consumers are more privacy-aware than ever. In both cases, marketing becomes a trust transaction, not just a lead machine.
B2B vs. B2C: GDPR’s Unequal Weight
| Factor | B2C Impact | B2B Impact |
| Consent Requirement | Explicit, documented opt-in required | Consent or “legitimate interest” acceptable if targeting professionals |
| Lead Generation | Forms must include consent checkboxes and use purpose-specific language | Gated content with company emails may be compliant under business interest clause |
| Email Marketing | Cannot send campaigns without prior opt-in | Email to work addresses can qualify as legitimate interest if relevant and targeted |
| Advertising & Retargeting | Pixel tracking, remarketing, and behavioral ads often restricted unless user accepts cookies | Lower dependency on pixel data; LinkedIn and ABM platforms offer compliant B2B ad options |
| Data Storage & Deletion | Must delete upon request, even if it disrupts user flow | Must track consent status, but some flexibility allowed for business contacts in CRM |
B2C companies must reengineer acquisition and advertising pipelines. B2B brands need legal grounding and documentation, but can still generate leads with proper safeguards.
Fictional Ideas
Meet Lukas, head of marketing at a Berlin-based SaaS company. Pre-GDPR, his team ran aggressive B2B email campaigns and tracked all web visitors via Google Analytics and Facebook Pixel. On May 25, that stopped.
Lukas rebuilds with GDPR in mind:
- His landing pages now use double opt-in forms
- The cookie banner is upgraded with granular settings
- CRM workflows log consent and display date/time of acceptance
- Retargeting shifts to LinkedIn Sponsored Content, targeting job titles instead of user behavior
The results? Fewer leads — but higher quality. Response rates improve. Legal complaints vanish. Lukas doesn’t just avoid risk — he builds a pipeline based on trust, not tracking.
References
- European Commission. (2018). EU Data Protection Rules.
https://ec.europa.eu/info/law/law-topic/data-protection_en - Information Commissioner’s Office (ICO). (2018). Guide to the General Data Protection Regulation (GDPR).
https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-gdpr/ - HubSpot. (2018). What is GDPR? Everything You Need to Know.
https://blog.hubspot.com/marketing/what-is-gdpr - Salesforce. (2018). GDPR Compliance Checklist.
https://www.salesforce.com/gdpr/overview/ - eMarketer. (2018). GDPR’s Early Impact on Digital Advertising.
https://www.emarketer.com/Article/How-GDPR-Has-Impacted-Digital-Advertising/1017262 - Mailchimp. (2018). Collecting Consent with GDPR.
https://mailchimp.com/help/about-gdpr/ - Campaign Monitor. (2018). GDPR for Marketers: What You Need to Know.
https://www.campaignmonitor.com/resources/guides/gdpr-marketers-guide/ - LinkedIn Marketing Blog. (2018). What GDPR Means for B2B Marketing on LinkedIn.
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