How Will the GDPR Impact Third-Party Lead Generation?

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1. By now, every marketer targeting a European audience is aware that May 25 marks a crucial deadline — it’s the day the European Union’s General Data Protection Regulation (GDPR) goes into effect. “Most marketers are (or should be) well on their way to ensuring that their website and landing-page form language, data transfer procedures and lead capture processes and documentation are compliant with the GDPR.” What’s less understood is how the GDPR will affect B2B marketers’ third-party lead generation efforts, such as content marketing syndication, webinars with other brands and events.

   In GDPR and ePrivacy

2. Unfortunately, there’s no hack here — you must get organized, be vigilant and, most importantly, start this process as soon as possible. Here’s a straightforward, helpful approach. “Start by identifying all third-party sources using external lead forms.” Sources/partners/vendors: In this column, list any source or partner that captures personal data from individuals in the EU, Switzerland and/or the U.K. (The U.K. will still be governed by GDPR rules when it goes into effect in May and is also setting in place a Data Protection Bill that will bring it in line with GDPR regulations post Brexit).

   In Lead source provenance

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