Lead Generation and GDPR

In previous posts we have explored the issues of lead generation and GDPR separately. Lead generation refers to the marketing process of stimulating interest in a product or service through the use of digital networking, for examples via email or social media. GDPR refers to the general data protection regulation which was implemented by the EU. The regulation limits the use of private data of members of the European Union. Moreover, it also addresses the export of personal data outside the EU areas. The EU data regulations could have impacts on the way in which lead generations function. Let us explore this further, in order to understand the implications of the GDPR on lead generation.

One of the effects of the recent GDPR will be that marketers will have to change the way in which they ask for consent. A large part of the updated data regulations is that the data must be collected for ‘specific, explicit and legitimate purposes’. Retailers and marketers must, therefore, that they are explicitly asking their clients and customers for consent for each and every purpose. They cannot, for example, ask customers to use their data for emails AND share customers’ data with other groups – the two things must be done separately. As we can see, therefore, marketers using online lead generation must ensure that they stick to the legal restrictions.

The qualifying process on our marketing landing pages ..


Although this process may seem slightly arduous, it could be better for firms. Since they must explicitly ask permission to send emails to clients, marketers can find those clients who are genuinely interested. As such, their marketing strategies are well directed towards clients who have a genuine interest for their product. They will be less likely to email clients who are not at all interested, since clients must actively give consent. The implementation of the GDPR, therefore, allows for secure, focused and effective lead generation.