Outbound prospecting still works, but it needs to respect UK GDPR and PECR. Here's an overview of the principles to keep in mind.
Outbound sales activity remains an important source of new business for many B2B companies. In the UK, it is shaped by UK GDPR and the Privacy and Electronic Communications Regulations (PECR). This article gives a general overview; it is not legal advice, and you should take advice specific to your business.
Target relevance, not volume
Well-researched, relevant outreach is both more effective and easier to justify. Focus on businesses and roles that genuinely benefit from what you offer.
Key principles to consider
- Identify an appropriate lawful basis, often legitimate interests, and document your assessment
- Be transparent about who you are and how you obtained someone's details
- Offer a simple way to opt out and respect it promptly
- Screen phone numbers against the TPS and Corporate TPS where required
- Keep data accurate and do not retain it longer than necessary
Email to individuals versus companies
PECR treats emails to corporate subscribers differently from emails to individual subscribers such as sole traders and some partnerships. Check the ICO's guidance for the current rules that apply to your audience.
Keep your CRM clean
Logging every interaction and opt-out in your CRM protects you and improves your sales process. It also prevents the embarrassment of contacting someone who has already asked not to be contacted.
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