there The pressing concerns in European B2B sales for 2024 – and their corresponding solutions.

Dealfront is a client of Business Reporter.

To be truthful, sales does not change drastically year after year. The traditional guidelines continue to hold true even in the present, such as effectively delivering your sales pitch, conducting research before reaching out, and offering relevance to your desired audience.

Unfortunately, in 2024, the market will undergo some interesting (and potentially difficult) transformations. Two significant changes that will occur are Google’s discontinuation of third-party data and cookies, as well as Yahoo’s new regulations for bulk and spam emails.

To help you navigate these changes, we tackle your burning questions on B2B sales (in Europe) for 2024. We’ll take a look at recent market changes and compliance-related issues so you are prepared for whatever gets thrown at you.

Google and Yahoo have recently announced that they will implement new rules for sending mass emails through their email platforms. These regulations will restrict companies from sending a high volume of emails on a daily basis.

Admittedly, bulk emails are handy for when you want to send out information, and your newest cold email template, quickly and easily. However, they also have their downsides. While you can grab your readers’ attention with a great subject line hook, dazzle them with eye-catching images, or try to cover some of their pain points, you can’t truly tailor more than 100 emails individually.

Customizing mass emails is not the sole issue, maintaining compliance is also a significant factor to consider. If you have experience selling in the EU or the DACH markets (Germany, Austria, and Switzerland), you are aware of the negative perception towards mass emails. In the European Union, it is necessary to obtain consent (in certain member states, a double opt-in is mandatory) before sending emails to businesses and individuals who have not been previously contacted.

Unfortunately, the answer to this question is negative. It is not advisable to send large quantities of email if you are selling to DACH or within the EU. Instead, consider alternative and successful B2B sales techniques such as cold calling, B2B advertising on search engines or social media, or making a big impact with organic marketing strategies like SEO.

You are capable! Don’t avoid the issue just because Google plans to permanently discontinue third-party cookies. While it may pose difficulties for those who heavily relied on that data, it’s important to remember that it is not the only reliable source in B2B marketing and sales.

Rephrase: Google has delayed the expiration of cookies until the end of 2024, allowing for ample time for preparation. Take steps to prepare your business for an era without cookies by exploring alternative data sources like first-party and zero-party data.

In simple terms, zero-party data refers to data that is given to you directly by your customers or intended audience. Meanwhile, first-party data is data that comes from your own website or platforms. Both of these methods of sourcing data involve only you and no third party, making them dependable, economical, and informed choices.

Suggestion: Utilize reliable software that can provide this information. For instance, Leadfeeder, developed by Dealfront, monitors your website traffic in accordance with GDPR regulations, allowing you to understand the interests of your clients and potential customers.

Social media platforms such as LinkedIn have become valuable tools for B2B sales, known as social selling, and are expected to continue growing in popularity. Therefore, it is indeed possible to utilize LinkedIn’s direct messaging (DM) feature to promote your product.

Unfortunately, it is still not possible to send mass messages on these platforms. This is especially important to note for the DACH market, as sending bulk direct messages to thousands of individuals is prohibited.

Rephrased: Using social media for sales and direct messaging in the DACH market is unclear in terms of following legal guidelines. In certain EU countries, cold direct messages are classified as cold emails and must adhere to the same regulations. It is imperative to remember this before sending out your sales message to multiple LinkedIn users.

If you choose to continue sending DMs and assuming the risks of compliance, the following suggestions can help reduce the likelihood of penalties. Make sure your message is relevant and personalized, offer helpful insights, and avoid being aggressive. It can be frustrating to receive a generic sales pitch that doesn’t consider the recipient’s personal profile.

Finding and evaluating compliant sales prospecting or Sales Intelligence tools is essential for conducting compliant outreach in B2B sales. However, the process of identifying and assessing these tools and data providers may be challenging.

These are some inquiries that you can make in order to discover the suitable match for yourself and your company:

– What does the tool provide? Is it suitable for your requirements? Does it address your problems?

• How does the tool obtain its data? Is it in accordance with regulations?

Where is the data hosted by the provider?

Remember that a reliable data source will be able to address any inquiries you have about its data sources, privacy measures, and storage practices without any issues. Obtaining this information and involving your legal team should not be difficult. If a data provider is transparent, there should be no complications.

For those conducting business in Europe, it is vital to ensure that the tool used strictly provides ethically obtained B2B data.

This is the expected format of the data.

The information is accessible to the public, such as through an official commercial database. This refers to data that is legally disclosed to aid in identifying owners and decision-makers, enabling business transactions within a nation.

The information is provided to the public by the person themselves. For instance, a hiring manager has shared their contact details in a job posting.

The company shares the data on their website for public viewing. For instance, the “Meet Our Team” page displays this information with the employees’ permission and the understanding that it may be utilized for business purposes.

After reading the above information, you will realize that following regulations in outreach efforts is influenced by the specific region and country you are targeting for sales. Generally, the EU has more stringent rules compared to the USA, but each individual country within the EU may have its own unique regulations. It is important to be familiar with the data protection laws of your target market.

Below are a few basic guidelines for selling in compliance with regulations:

Send emails that require double opt-in to ensure they are not spam.

Customize your private messages on social media to prevent penalties.

• Make more phone calls! B2B sales typically still permit cold calling in many countries, as long as your service is relevant to the company you are contacting.

Consider using traditional letters. While mail marketing may appear outdated, it can still have an impact on your intended company.

If you’re interested in learning more about adhering to outreach regulations in Austria, Germany, and Switzerland in depth, check out our E-Book “How to Successfully Enter the DACH Market,” which includes a comprehensive handbook of available outreach avenues and their legal limitations.

Download the Ebook.

Please note that this article is for informative purposes only and should not be considered as legal advice. While it may help you understand data protection and e-privacy regulations in Europe, we suggest seeking guidance from a lawyer for any specific questions regarding your personal case.

Source: independent.co.uk