Navigating ‘Legitimate Interest’ in B2B Marketing

The evolving expectations of recipients

In today’s digital age, recipients are inundated with messages, making relevance and personalization more critical than ever. The days of generic mass emails are waning. Instead, there’s a growing emphasis on:

• Crafting messages tailored to the recipient’s role and industry
• Ensuring content is concise and value-driven
• Providing clear options to opt-out or manage communication preferences

This shift isn’t just about compliance; it’s about building trust and fostering genuine connections.

The impact of non-compliance

Unfortunately, not all marketers adhere to these principles. The misuse of ‘legitimate interest’ by some—sending irrelevant or unsolicited messages—has led to increased scrutiny and stricter measures from platforms and regulators. This not only affects the offenders but also casts a shadow over the entire B2B marketing community, making it harder for compliant businesses to reach their audience.

Best practices moving forward

To navigate this landscape effectively, consider the following:

• Conduct a Legitimate Interest Assessment (LIA): Document your rationale for using ‘legitimate interest’ as a basis, ensuring transparency and accountability. The ICO provides a sample LIA template to assist in this process.
• Prioritize relevance: Ensure your communications are pertinent to the recipient’s role and offer genuine value.
• Maintain clear records: Keep detailed logs of your outreach efforts, including opt-outs and preferences.
• Stay informed: Regularly review guidance from the ICO and other regulatory bodies to ensure ongoing compliance. The ICO’s guide on legitimate interests is a valuable resource.

Introducing the REACH Approach

At Incognate, we’ve developed the REACH Approach to align with today’s B2B marketing needs. This methodology emphasizes:

• Relevance: Targeting the right audience with the right message
• Engagement: Crafting content that resonates and prompts action
• Accountability: Ensuring all activities are compliant and transparent
• Connection: Building genuine relationships with prospects
• Holistic Strategy: Integrating marketing efforts for maximum impact

If you’re looking to refine your B2B marketing strategy and ensure compliance with current regulations, get in touch with us to see how the REACH Approach can benefit your business.