Perfecting your Lead Generation Plan with Data Compliance

By Jeremy Barnett

Feb 16, 2021 Data, Leads, Marketing

Data protection compliance is a tedious, yet necessary step for businesses, especially marketers. It’s an essential part of the overall digital marketing process that protects a person’s name, address, personal IP address, or location data. Obtaining this information is key for any business that wants to generate leads and attract new consumers. Though it may slow down the overall process and production, compliance strategies are crucial parts of any viable lead generation campaign.

What is your basis? 

Prior to searching for leads, marketing departments must establish which legal basis they’ll be using to process and utilize consumers’ information. This serves as a limitation for how much data the business can obtain by specifying standards that allow an individual’s data to be stored. For example, someone who clicks into a business’ website can be seen as a consumer with genuine interest. This standard allows their data to be stored away for future marketing purposes. There are softwires that help showcase the data of prospective consumers who land on your site, allowing them to eventually be converted into leads.  

When a customer opts into a “marketing list,” they are giving the business or marketer permission to contact them. To this point, if you are using predictive “outbound” dialing to generate product interest via the acquisition of data, you must have an on-going quality assurance process. Using services such as Trusted From & Jornaya will help ensure the data you are calling on is compliant. Understanding the customer’s journey ensures compliance and protects you from the dreaded “ambulance chasers”.

Properly handling data

Internal and external data compliance systems protect and provide transparency to the consumer. In most instances, consumers want to know how their personal data is stored while retaining the power to deny or revoke access completely. Keeping immaculate standards as to how the data is stored and shared ensures the consumer is protected. Paying attention to these important details protects the marketer and/or brand from unwanted attention, frivolous lawsuits, and the headaches associated. Compliance and quality assurance need to be factored into your COG, in order to dramatically decrease your risk threshold.  

Data compliance & costs

When data protection compliance is applied to your lead generation plan, it’s important to understand how your strategies affect your lead CPA (cost per acquisition). Extensive research must be done to ensure the data that is processed is ultimately permitted. Depending on which legal basis you select, this will inevitably add costs to your baseline. Since we can agree that gambling with your business is not recommended, one must account for these additional cost factors. To this point, there are other ways to offset some of these additional costs, which we will cover in our next “lead generation” blog.

Ensuring compliance

Using 3rd party software to ensure compliance by utilizing verification procedures will reduce risks, as well as using highly vetted, third-party data suppliers that are compliant. Some of our clients use a verification department to filter through their data, preventing the wrong information from being used. Take your time, and plan for the issues upfront, and you’ll be covered.  In our experience, the brands and marketers that take the extra initial steps are the ones that stick around. We’ve all seen the fly by night, fast-talking marketers that sell “risk”. Just remember: you get what you pay for and there are no shortcuts.