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Writen by Ana Mishova

Posted on: August 22, 2023

Why An EU GDPR Representative Is Vital For Your EU Sales & Marketing

If you sell to the EU, the GDPR could have a big impact on your sales and marketing activities. In this post, we unravel the importance of GDPR services in getting your sales strategy right.

Every marketing strategy relies on data. Only by understanding who engaged with which channel or message can you tailor your approach and drive more sales (and more loyal customers). If you trade with EU customers, the personal data that drives your sales and marketing insights will be subject to the General Data Protection Regulation (GDPR). Yet far from acting as a drag on your European sales, getting your GDPR compliance right can help turbo boost them. We’ll explore how in just a moment, but first, let’s look at how you comply with GDPR.

Understanding the role of the EU GDPR Representative

Almost inevitably, if your business is marketing to EU citizens, you’ll be collecting, storing or processing their personal data. That means, as the first step to compliance, you’re bound by the GDPR, and that means you will be required to appoint a European representative for GDPR.

Your GDPR rep is a designated individual or entity appointed by each non-EU company that processes personal data of EU residents.

Importance of an EU GDPR Representative to your sales and marketing

Ensuring compliance:

Appointing your EU GDPR consultant may be the first step towards compliance for UK companies aiming to thrive in the EU market, but full compliance demands rather more. Fortunately, your GDPR rep can be your guide to ensuring that the way you process data is legal. They’ll work with you to understand the data you hold and any gaps in your compliance, so you can get on with marketing your services to EU customers without worrying about the risk of hefty fines and reputational damage.

Building trust and credibility:

Businesses that take data protection seriously are more likely to see significant growth. That was the recent finding of a McKinsey study, and it underpins why working with a GDPR rep to get compliance right is so important.

Increasingly, customers everywhere are cautious of handing over personal data. The companies that take their responsibilities towards GDPR seriously are most likely to benefit in terms of credibility and trust.

Compliance with GDPR can even be a powerful marketing tool in its own right, giving you the opportunity to showcase how proactive you are in protecting customer data.

Overcoming language and cultural barriers:

Navigating GDPR requirements can be challenging enough for UK businesses, but it’s even more challenging when you don’t speak the same language as your EU customers. Fortunately, when an EU resident or EU authority makes a query about data issues, your GDPR EU representative can be your translator and point of contact.

They’ll communicate with EU data protection authorities on your behalf, ensuring responses are timely and accurate, and that  nothing gets lost in translation. For customers, a response in their language can further foster satisfaction and loyalty, increasing your UK company’s appeal to the EU market.

Streamlining your data-driven marketing strategies:

Marketing relies on rich data that you can analyse for consumer insights. It’s how you ensure your campaigns have a positive effect.

GDPR services from your EU representative can ensure that the data you use stays within legal boundaries, so your sales and marketing results never come with a sting in the tail.

Optimise your sales and marketing approach:

The data protection landscape is a complex one. As time passes and the EU GDPR diverges further from UK law, things are likely to become more complex still. With an EU GDPR representative by your side, however, you can navigate that complexity, protect your business from financial and reputational damage, and successfully leverage the data you hold to build a loyal army of EU customers.

Find the right GDPR rep for you now, get data protection advice or, for questions about your next steps, call us on +44 1772 217800.

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