Data privacy can seem like a major roadblock for B2B marketers, with regulations forever evolving and constricting chances to reach potential customers.
A vast web of restrictions is now in place nationally and globally, with overlapping and market-specific regulations. Penalties are also increasing for compliance breaches to meet public appetite for data privacy and transparency and for companies to be held accountable.
That’s probably why, for 76% of respondents to Pipeline360’s The State of Pipeline Growth H2 2024 survey, data privacy was a priority at their company. When quizzed on the extent to which data compliance and accuracy were a priority, the figure was even higher: 88% said it was a high priority.
While privacy concerns may linger and unsettle marketers, they come with a silver lining. Compliance can be repurposed into a tool to build trust and foster long-term relationships. B2B marketers who demonstrate robust privacy practices can use it to differentiate themselves in the marketplace and as a key part of their value proposition.
So, B2B marketers should embrace data privacy, rather than fear it, or hope someone else on their team takes care of it. And they shouldn’t let compliance concerns dictate what tactics they choose to employ for their campaigns and to generate leads.
Amid this challenging regulatory environment, perceptions have developed that are unfounded, that content syndication (CS), an essential element of any marketing strategy, harvests unqualified leads that some consider to be poor quality leads or cause data privacy issues.
However, when broadly asked how satisfied B2B marketers were with lead quality, 69% of those surveyed were happy (22% very satisfied, 47% satisfied). When those using CS were asked, levels were markedly better, 79% were satisfied or very satisfied.
Why Those Using CS Don’t Have Lead Quality Problems
Those using CS may well be allaying the concern around lead quality or data privacy, by working with reputable platforms that have adjusted their data collection practices to align with privacy laws. These platforms focus on providing compliant, higher-quality leads to combat any concerns.
Marketers may also balance their expectations with the channel’s strengths, treating syndicated leads as a volume-based top-of-funnel tactic, and employing nurturing strategies to convert them into proper opportunities. Those who rely on CS also know that things can always be done better, so are constantly refining and optimising targeting, messaging and partnership selection to ensure they get the best leads and most ROI.
Where Data Privacy Concerns Come In
For those not using CS, privacy regulations possibly amplify the perception that syndication is ineffective due to limitations on data collection and sharing, and they may choose to avoid it altogether, rather than investing in mitigating compliance challenges. These may also be written off as costing too much time and effort.
Small teams may also lack the budget for compliance tools, legal expertise, or advanced lead nurturing systems that offset any shortfalls in lead quality. And they may also just be too risk averse. After all, fines for data breaches are considerable.
The Workaround
Data privacy laws can’t be avoided, but neither can tactics that work in trying economic times, so marketers not using CS should reconsider it. Managing potential issues only requires foresight, monitoring and making smart choices. Something every team should be doing, irrespective of size and budget.
Privacy laws require explicit user consent, for collecting, processing and sharing personal data, and that only data necessary for a specific purpose is gathered. Campaigns that cross-borders need to comply with different sets of regulations and marketers using syndication partners need to monitor them to ensure they adhere to rules and regulations.
By working with trusted syndication platforms that are fully compliant, many of the perceived pitfalls fall away. Privacy audits or certifications can help marketers pick partners.
It’s also a good idea to establish internal data governance policies to ensure rules are followed and to implement tools to manage consent records, track data lineage and ensure proper documentation. Consent Management Platforms can help streamline the process.
Investing in robust lead-nurturing systems to engage top-of-funnel leads from syndication until they are sales-ready, is also helpful. This may include automated workflows, personalised email campaigns, and digital display advertising. Legal and compliance experts can be used to help teams navigate the complexities of multi-jurisdictional regulations and adapt syndication strategies accordingly.
Conclusion
So, while CS has its limitations, data quality isn’t the issue some B2B marketers think it is, and the work they need to do to get around that simply helps safeguard their company against inescapable compliance issues.
Those using CS are front footing the regulatory environment by having an internal compliance framework in place and working with partners they can trust. They’re generating better quality leads and enjoying better outcomes.
Budgets, headcounts, the economy and regulations will continue to challenge marketers, but outdated experiences, skepticism and assumptions shouldn’t.
Marketers must be open to all tactics. Constantly reevaluate their approaches, educate themselves, and always optimise.
