In line with the upcoming GDPR changes, coming into force May 2018, there are six legal bases in total in which B2B marketers will need to adhere to. One of these, Legitimate Interest, can be used as a legal ground for one-to-one marketing.
Legitimate Interest is the use of personal data where deemed necessary to fit your ideal customer model. In short, if you can prove that you are emailing contacts based on similarities to your customers you should be GDPR compliant.
Therefore, your first step to GDPR compliance is defining your ideal customer profile. We’ve got you covered. Download our Persona Builder Template to start you on your way to proving your B2B marketing subjects.