WHY BUYING DATA HAS A REPUTATION
All industries have cowboys, and sadly there are many in the B2B data world. As technology has developed, mobile phones and the internet increased, more data including mobile phone numbers and email addresses became easily available.
With more of this contact data readily available online, it’s easier than ever for this information to be ‘scraped’ from websites. Companies extract and combine the scraped information from various sources and log it as a ‘database’, then sell it on all or part of this data.
The GDPR does not prohibit data scraping but the ‘lawful grounds for processing’ that form part of the regulation still apply. This is why you need to be educated about which B2B data provider you work with to ensure the data you plan to use has been collected responsibly.
MISUSING DATA and its consequences
You should be familiar with UK GDPR (General Data Protection Regulation) and PECR (Privacy and Electronic Communications Regulations) by now.
The consequences for infringements of the UK GDPR are a maximum fine of £17.5 million or 4% of annual global turnover – whichever is greater.
If you breach PECR you risk criminal prosecution, non-criminal enforcement, and potentially an audit. The ICO can also serve a monetary penalty notice imposing a fine of up to £500,000 which can be issued against your organisation or its directors.
These are very serious consequences, misusing B2B data or buying from a less than reputable supplier can also:
· Damage your IP address or domain reputation
· Damage your business reputation
· Bring complaints against you and your business
· Restrict your use of email service provider – your provider may freeze your service if your emails generate a high spam score
WHAT TO LOOK OUT FOR & HOW WE ARE DIFFERENT
You may think that all B2B data suppliers are the same, but nothing could be further from the truth: not all data suppliers are the same. Here are things to consider when looking for a reputable and trustworthy data supplier:
Advice & guidance – Be cautious of any provider that will sell data to you without offering any kind of consultation to ensure that what you are asking for will generate the results you are aiming for. Our team is experienced, supportive towards our clients and sharing our expertise with them to help drive success.
Data should be treated respectfully – At Results Driven Marketing we license the data from our supplier database. This means that clients can use a dataset for a 12 month period, with a policy that prevents over-usage.
Policies – A supplier that does not have comprehensive policies in place; we have an anti-spam policy and have clauses that prevent data misuse in our terms & conditions.
Contact – Does the supplier have a website with contact details? Are they communicative and knowledgeable about data regulations?
HOW WE SOURCE & PROCESS OUR DATA
Our database is the only B2B database that combines the five top UK data sources into one blended file of decision-makers.
We provide a postal deliverability warranty of 98% on company names and addresses – 4% higher than recommended by the Data & Marketing Association.
Our email deliverability warranty is 90% – one of the highest in the industry.
Seven million records and over 800,000 updates are received and processed every single month by our supplier. New businesses are added, removed and change of location and contact names are updated. In addition, more than 40 quality checks are performed on each record.
WHAT ABOUT GDPR, TPS/CTPS AND THIRD-PARTY DATA?
Our supplier holds one of the largest, legally compliant email feeds in the UK. The emails supplied by RD Marketing for third-party direct marketing are all corporate emails and meet the requirements of the UK GDPR.
PECR deals with permission to send marketing by email. The general rule is that you must get consent prior to sending a marketing email. However, in a B2B environment, there is an exemption for employees of corporates – you can send a marketing email to these individuals without their prior consent. However, you must not email sole traders and partnerships as they are treated in the same way as consumers. If you are using third-party data, you must make sure that these businesses are not sole traders or partnerships.
When planning to run a telemarketing campaign, you should think about screening your data to telephone numbers you call that do not appear on the Telephone Preference Service or Corporate Telephone Preference Service registers.
Businesses are required to check the data they hold against these registers at least every 28 days. We offer a free TPS/CTPS checker where you can check up to 10 numbers each day free of charge, we also offer an in-depth data cleansing service where we can identify any data in your database that you are unable to use.
MY EMAIL SERVICE PROVIDER WON’T ALLOW THIRD-PARTY DATA – WHAT CAN I DO?
Many marketing email service providers do not allow third-party data to be used, as they are understandably concerned about illegal data usage.
This causes problems for businesses trying to reach new customers. Results Driven Marketing is an email platform that does allow the use of third-party data and can be used to warm up your leads, ready for them to be moved into your main CRM.
Results Driven Marketing we can set you up with a separate email sending domain for your campaigns, meaning you can send large volume campaigns without risking your business IP.
Third-party data has unfortunately gained a bad reputation from those who don’t play by the rules. If you’re planning a campaign and have any questions about using third-party data, don’t hesitate to contact us for advice.