It has been almost two years since the EU implemented the General Data Protection Regulation (GDPR), and set the ball rolling for similar regulations to hit the US. In fact, California’s California Consumer Protection Act (CCPA) will go into effect January 1, 2020. Washington DC just introduced legislation that seeks to protect personal data, and other States are following suit.
It’s important to not only understand how this will affect B2B marketing, but it is also imperative to be pro-active in making changes in how your company functions in the channel marketing space. Why? Well because even if you aren’t in one of the States that are at the forefront of data protection legislation, your company is most likely, still doing business in those States, so you need to be compliant.
What does this mean for “Through” Partner Demand Generation?
To be compliant with new regulations companies must make sure that all the data being used is vetted, stored, and maintained properly. If it isn’t, you are still on the hook, and could face fines. That means before Partners load their list to a 3rd party TCMA instead of their own marketing automation tool it is going to be crucial that Vendors and Partners alike comply with these regulations. In the EU if companies are found to be noncompliant, they will face charges of €20 and above. That’s PER CONTACT. While the rules are slightly different here in the States, the penalties are still hefty.
Can your Partners afford to face fines just to send your co-branded content?