B2B marketers need a marketing-first approach to privacy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 18, 2019, 1:54 AM UTC

The bar for compliance and transparency may traditionally have been lower for B2B companies.

This piece highlights what B2B marketers can learn from their B2C counterparts where email marketing is concerned. The piece cites a study sharing that B2B marketers use email marketing for communicating with their subscribers whereas B2C ones use it to boost revenue.

The piece cites an analysis by Bluecore as per which both open and click-through rates for browse and basket abandonment and price decrease emails all go up as Average Order Value (AOV) increases. B2B marketers must be mindful of this relationship.

Marketo in its GDPR report determined “two tribes of marketing,” the Legal First Vs Marketing First. B2Bs need to adopt a marketing-first approach to privacy given that GDPR will now subject them to the same data protection principles that apply to data subject’s personal information.

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[6 minute read]