Marketing, lead generation and customer acquisition largely runs through your own website. This strategy of acquisition promises productive numbers that increase sales and thus success. While this measure gets a lot of attention, data protection in lead- and customer generation often turns out to be less thorough. However, the highest level of data protection is an essential aspect that should not be underestimated, especially in the B2B sector for SMEs as well as enterprise companies.
By hosting the landing page, website or CRM in Germany and Switzerland, you ensure that you comply with the GDPR at all times. The crystal-clear transparency shows professionalism and presents you as a trustworthy partner. Valuable leads become clients, who turn into long-term customers through excellent customer management. You can accomplish all of this quickly and easily with the Swiss marketing software from Friendly. The open start-up from Switzerland is your guarantee for 100% data protection on all channels.
In this article, we will show you how to increase your customer numbers and lead generation with the integration of Friendly and thereby take your business to the next level of success. We will give you tips on how to implement the complex topic of data protection on your website and how to use it productively for acquisition. You’ll also learn which areas you can automate with Friendly to make your team’s workflows even more effective and which useful functions the Swiss marketing software has in store for you.
With the highest level of data protection, you send a convincing and trusting signal to your customers – this article and the integration of Friendly will help you to implement this.
GDPR professionally implemented on your website
Data protection and compliance with the GDPR should no longer be unfamiliar words for website operators and providers by now. Since 2018, strict rules apply in Switzerland and the entire EU. The principles for processing personal data ensure that a lot has to be taken into account when creating a website as a marketing measure. Although many are already aware of this and pay close attention to data processing in private, there is often a lack of implementation on their own website.
On websites for customer generation and lead generation, data is collected and processed directly at several points. For example, newsletter registrations, the use of CRM systems, the sale of products, registrations for events, and visits to the website all generate data that are processed in different ways. These are:
- First and last name
- e-mail address
- Telephone number
- Company data
- Job title
- Payment information
- IP address
- Location and language
- Browser and web information
In general, the storage and processing of this data are only lawful if it is necessary for a permissible purpose. According to the GDPR, permissible purposes exist specifically in three cases.
Data processing during contract initiation
Although data may be collected and stored when a contract is in the pipeline, this is difficult to prove. However, since it must be proven whether the data processing is permissible, the extent to which a contract has actually been initiated should be evaluated. For example, a clear expression of interest or a request to send an offer are indications that a contract has been initiated and are therefore grounds for data processing.
Data processing based on legitimate interest
A weighing of interests should also be carried out when processing data in the case of legitimate interest. The precise documentation of the assessment of interests makes the reasons for data processing transparent and provides you with better protection in the event of a conflict. An action can still be taken if the individuals do not agree.
In the case of legitimate interest, there are also restrictions. For example, the sending of e-mails is not permitted.
Consent to data processing
A secure variant for data processing is the consent of the website visitor himself. Interested parties can consent to data processing by phone, e-mail, mail, or by confirming their consent in the contact form. By explicitly granting consent, leads and customers can inform themselves and you fulfill your obligation to provide proof in any case.
GDPR compliant website through hosting in Germany and Switzerland
By hosting your website directly on a server located in Germany or Switzerland, you are on the safest side. Marketing softwares such as Friendly know what is important for a GDPR-compliant website. CRM systems and lead generation softwares from Germany and Switzerland must also comply with the GDPR and protect user data.
A GDPR-compliant marketing software is your secure way to easily and effectively protect your leads’ and customers’ data. You don’t need to deal with an IT lawyer or various external vendors. Consistently use systems that interlock and are GDPR compliant. This way, leads and customers will come by themselves.
100% data protection for productive lead generation and customer acquisition
The stricter rules of the General Data Protection Regulation have unsettled B2B companies in particular. How can new customers be acquired when sending newsletters and exchanging goodies for the email address is becoming increasingly difficult? Is lead generation even compatible with the GDPR?
For us, it is clear: lead generation and data protection are not mutually exclusive! Quite the opposite. Going for 100% data protection is even a way to convince leads and customers about you.
Lead generation despite GDPR – this is how it works!
Only with productive lead generation can paying customers be achieved. Leads are a major source of revenue, especially in B2B, and should not be underestimated. Marketing automations like the ones from Friendly help you to gain leads in an automated way. The only important thing is that the marketing automation you use is fully GDPR compliant. You can ensure this by choosing a provider based in Switzerland or Germany.
Marketing automation takes over essential work steps, saves you time, and ensures that your workflow becomes even more efficient. A marketing automation tool takes over the following areas:
- Data storage
- GDPR-compliant double opt-in campaign
- Tracking of information
- Sending of information
Relying on a double opt-in campaign is absolutely necessary for a GDPR-compliant lead generation. This is because, without the additional consent or a double opt-in email, you are not allowed to send any further information to your leads or customers. So if the double opt-in campaign is not completed, no lead has been acquired yet.
However, before you can secure yourself via the double opt-in process, you need information from the sign-up form in the first place. This should inform your prospects about the following:
- Information they will receive via email
- What happens to their data
- How they can cancel their registration
If you recruit targeted prospects and generate custom-fit content for your leads, you can easily increase your lead numbers even while complying with the GDPR. By integrating a marketing automation based in Switzerland or Germany, you even simplify your lead generation and create more time for other work steps. We go even further and say: GDPR compliance gives you a decisive competitive advantage.
Convincing customers with consistent data security
As already mentioned, data protection is crucial when it comes to a professional appearance as a company or provider. While fewer consumers in the B2C sector are familiar with the basic regulations on data security, the situation is completely different in the B2B sector. Here, great importance is attached to protecting internal company data and handling it with care.
Paying attention to data security is a sign of professionalism. And professionalism is nowhere more in demand than in communication with other companies. This is where convincing performance, added value for the company, and secure cooperation are important. By offering 100 percent data protection on your website and presenting this transparently, you directly demonstrate that the security of external company data is important to you. Your customers, whether B2B or B2C, will feel secure with you as their partner and will trust you faster.
Trusting you as a secure provider makes it much easier for them to sign a contract with you, and you record higher customer numbers in a shorter period of time. In addition, with a marketing automation, you skillfully implement data protection, so that you do not have to bother your website visitors with cookies. Your website becomes much more user-friendly, converting prospects into valuable leads.
The use of marketing automation also ensures that administrative tasks are taken over and distributed directly to the right people. You automate steps that would otherwise cost you and your team a lot of time and therefore revenue.
Consistently implementing data protection on the website and in internal processes is an important step towards increasing your sales figures and improving the workflow in your company even more effectively. With a marketing software, you can implement this easily and quickly and also benefit from other useful functions.
Features of your GDPR-compliant marketing software
Just like an online appointment scheduling software for lead generation and B2B marketing, a marketing software helps you automate your processes and increase your customer base through effective measures.
For example, you can automatically segment your contacts or address leads in an automated yet individualized way. Relevant content is offered tailored to the different leads, turning them into paying customers. To classify the leads, lead scoring is also simplified for you, as the activities per lead are evaluated by the software. Your team effectively follows up on the most valuable leads and records productive numbers.
To create targeted content and send it via email, use a privacy-friendly newsletter tool. In conjunction with an integrated CRM or by linking your existing CRM, you can keep track of your leads and customers. You can filter which support is needed by which contact. Once a purchase is completed, you receive comprehensive reports that are essential for optimizing your business.
In order to be perceived not only in the background but also visibly as a professional provider, you set up individual landing pages with the help of templates and use valuable forms that give you the necessary information from your users. Your corporate design additionally convinces your customers of your professionalism.
Furthermore, you are well-positioned with a variant from Switzerland or Germany. You rely on data protection-friendly hosting and store the data you need to store securely in Switzerland or the EU. As open-source software, you also have the option of hosting your software and data on your own server.
Benefit from unlimited support, a 100% GDPR compliant software, and promote your business with functional marketing software through increased customer numbers.