CCPA And Other Data Privacy Regulations Are Here! Is Your Leadgen Team Set Up For Compliance?

Firstly, How Do These Regulations Affect Digital Marketers? 

As a B2B marketing company, your CRM is home to personally identifiable information (PII) such as names, titles, emails, and phone numbers of prospects. Data regulations require you to obtain, store, manage, use, and transfer this consumer data safely and securely.

If you don’t, you may face:

  • Loss of credibility by way of website shutdown and damage to business reputation
  • Economic losses via hefty fines and expensive lawsuits that can even lead to bankruptcy

The good news is that data regulations do not mean that:

  • You cannot sell or purchase data – you can, so long as it is not protected
  • You cannot sell or purchase covered data – you can, so long as you’re transparent and offer an opt-out

You just have to ensure that you follow best practices to stay compliant. And the icing on the cake is that you will inspire customer trust and confidence and secure a digital growth journey for your company.


Secondly, What Can You Do To Safeguard Your CRM Operations?

The first step is to understand the essence of the US data privacy law.

Following the EU’s General Data Protection Regulation (GDPR), the US enacted regulations such as the California Consumer Privacy Act (CCPA) in 2020, underlining the data privacy issue in the United States. It has GDPR-like features, mandates disclosures, and spells out consumer rights such as:

  • knowing the information collected and its source
  • knowing how the information is being used
  • opting-out of sale of information
  • non-discrimination if exercising privacy rights
  • suing for damages in case of breach

Contrary to popular opinion, being compliant is not overwhelmingly complicated – but it does require a commitment to thinking about data differently and ensuring tight execution at all levels within the organization.

There are 3 broad areas for you to consider:

  • Mapping Data Flows, Access, Audit, Sharing, Expunging
  • Sensitizing and educating employees to the new data paradigms
  • Enabling consumers with options to opt out and access their private information


Thirdly, What Should Your Next Steps Be?

  • For starters, you can take a deeper dive into our Primer on CCPA Compliance (link to next blog).
  • You can also consider working with data experts like Nexsales – Since 14 years, Nexsales specializes in enabling secure and compliant CRM data that power thousands of client marketing engagements. Having invested heavily in ISO/IEC 27001 and 27701, we can help you achieve your data privacy compliance expeditiously, and while ensuring minimal disruption to lead generation business operations.

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To summarise…

  • B2B marketing and lead generation are increasingly becoming data-intensive, leading to regulatory scrutiny.
  • Data compliance is a priority and digital marketers must build it into their marketing protocols.
  • This requires you to be mindful of your data processes and practices.
  • Your biggest risk here will likely come from the personal information held for you by your third party data vendors. So, over and above your own data compliance initiatives make sure that you work with trusted data providers.
  • Nexsales takes a security first approach, right from data acquisition to its management and storage. We have data confidentiality and security safeguards in place and follow best practices to ensure overall compliance success.


“Putting data protection at the center of digital businesses’ strategies is the key to improving trust and digital growth.”

Steve Woods, Deputy Commissioner (ICO)

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