Just like the people of Westeros thought dragons were dead, it turns out many of the expectations around GDPR were off the mark. GDPR has not ushered in a marketing apocalypse; rather, it has more clearly defined how marketers can operate.
Digital marketing has found a way to connect with users in a variety of online spaces. Log onto a news site and a pop up will appear from their latest advertiser. Check the score for the baseball game on your mobile and banners will entice you to buy their merchandise. An email will arrive in your inbox reminding you about the item you didn’t check out on your favourite online store. While this can help you reach a potential customer, the downside to this approach is online advertising “overload” — specifically how people are consciously or subconsciously filtering it out.
Let’s face it, most companies simply don’t have the budget to sustain a fully-functioning marketing department. Relatively, the telemarketing department is one of the first areas an organisation will look to downsize when the economy takes a dive or an important client opts to take its business elsewhere. This isn’t because telemarketing is considered deadweight or of little importance — an in-house B2B telemarketing team running at full capacity requires a great amount of resources, training and management time. For lack of a better term: Telemarketing is a beast!
So you’ve come around to the idea of telemarketing as a key B2B marketing strategy and invested the necessary resources. You’ve got a team of dedicated telemarketers working around the clock, calling anyone who might even remotely be interested in your product and pitching, pitching, pitching.
Cold calling and telemarketing are often thrown around interchangeably. But while they definitely share some common ground, in practice the two are worlds apart. While cold calling is technically a type of telemarketing, it is only a small piece of the telemarketing puzzle.
The 25th of May 2018 is the date that’s been niggling at the forefront of your mind, as a B2B marketer. Some are calling it ‘D-Day’, others go as far as labelling it a ‘new regime’. The day that GDPR comes into effect is painted as a revolution, a radical change in the way data is handled, far too often. In result, it seems as if the challenge to become GDPR compliant is too steep, too much of a minefield of cryptic subclauses that’ll erupt from under your feet and land you in a hefty penalty.