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Data Privacy Regulation (GDPR)
The fundamental principles of the GDPR and other data privacy regulations are:
We must receive clear and informed consent from our prospects to collect and store their personal information
The prospect must have a “legitimate business interest” in Solvay
Events can be compliant lead generation assets when we follow these basic rules:
- We collect lead information from booth visitors who willingly and knowingly give us their badge or business card to scan
- We never obtain an attendee’s personal information from the event
- We never scan badges without the visitor’s consent
- We only use their information for legitimate business reasons that we know are relevant to the visitor (we do not aggressively push information to them that they have not asked for)
What can we do with this lead information?
When a Lead has a Specific Question, we should:
- Collect complete personal information to effectively follow-up the lead
- Create a Lead in Salesforce manually and assign them to right Solvay contact
- The Lead owner can communicate 1-to-1 with the Lead using the form of communication which best suits the needs of the Lead
- Send an operational email inviting them to opt in to receive email marketing
IF they opt-in, we can then follow up with marketing communications related to the Lead’s industry and interests
We can take the following actions with the leads collected from general booth traffic through face-to-face badge or business card scans:
- Add Visitors to to the Event’s Salesforce Campaign and create Unqualified Leads
- We can assign a limited selection of Leads** to Lead Owners who can contact them directly for business matters related to the event
- Send an operational email* inviting them to receive email marketing
- IF they opt in, we can then follow up with marketing communications related to the Lead’s industry and interests
- If they agree to our Cookie Policy when using our websites, we can track their digital interactions with our web content and automatically qualify them using the iBoost Lead Scoring System
- Send an operational email inviting them to receive email marketing
*Operational emails have minimal brand and market promotion content. They do not imply that subscribing is mandatory. They simply invite the Visitor to agree to receive marketing emails.
**We must limit the number of assigned Leads to those who demonstrate clear business potential. Being selective minimizes the risk of disturbing the Lead with spam and helps Business Developers to focus their valuable resources on high priority contacts.