When it comes to GDPR, many marketers have never been taught the difference between the rules for B2C  and B2B  communications. While B2C marketing usually requires explicit consent, B2B marketing operates under slightly different rules, particularly around the ‘legitimate interest’ clause. However, this doesn’t mean you can ignore GDPR. To keep your campaigns compliant and ethical, follow these four simple rules:

1) Source Data Responsibly

Always use first-party data and open-source business directories. Avoid buying bulk lists from shady third-party suppliers. Not only are these often non-compliant, but they can also damage your sender reputation and brand trust. Instead, collect data directly from your prospects through sign-ups, networking, and publicly available sources like company websites and LinkedIn.

2) Understand the ‘Legitimate Interest’ Clause

GDPR allows B2B marketers to process data under ‘legitimate interest’—meaning you can contact business professionals without explicit consent, provided there is a relevant business connection. However, you must ensure your outreach is targeted, relevant, and non-intrusive. Keep records of why you believe there is legitimate interest in case of an audit.

3) Make Unsubscribing Easy

Every marketing email must include a clear, easy-to-find unsubscribe link. When someone opts out, honour their request immediately—don’t keep sending emails in the hope they’ll change their mind. A poor opt-out process isn’t just a compliance issue; it can also damage your brand’s credibility and increase spam complaints.

4) Honour Subject Access Requests

If someone asks for a copy of the data you hold on them (a Subject Access Request or SAR), you must respond within one month. Be transparent about where you got their information and how you’ve used it. If they ask for their data to be deleted, you must comply unless you have a lawful reason to keep it.

Final Thought Staying GDPR compliant doesn’t have to be complicated. By sourcing data ethically, using legitimate interest appropriately, making it easy to opt out, and responding to requests honestly, you can run effective B2B marketing campaigns while respecting privacy laws. Doing it right not only keeps you compliant but also builds trust with your audience.

Get in touch if you’re interested in sourcing fully compliant, fresh data for your next campaign