Transcript
WEBVTT
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Hey, this is James, the
founder of sweet fish media. If you've
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listened to BB growth for a while, you probably have an idea of what
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we're passionate about. Loving people really
well, a constant pursuit of learning and
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inspiring people to own their careers.
With all the craziness happening with this virus,
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we are incredibly fortunate to be in
the business of podcasting. So many
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BB brands are looking for alternatives to
their inperson events that are being canceled,
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and our business is growing as a
result. Please don't miss hear me on
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this, because I'm not saying this
to Brag. It is heartbreaking the economic
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impact this is having on so many
businesses. But being in the business of
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podcasting, the demand for what we
do has increased and because of that we're
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looking to hire really talented people to
help us serve that demand. So if
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you like what we're all about it
sweet fish and you're looking for a great
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career opportunity, hit us up.
There's a link in the show notes where
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you can apply today. I'm really
looking forward to meeting you. Welcome back
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to be tob growth. I'm looking
lyles with sweet fish media. I'm joined
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today by Hamil Shaw. He's the
VP of business development at Smart Hamill.
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How's it going today, sir,
going good. Exceit for the fact that,
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you know, the board has turned
upside down or the last four weeks.
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But about that, everything good,
man. The last few weeks have
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definitely been crazy. You know,
I woke up, I'm in Colorado here
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in the states, and and we
woke up to the mandatory stayathome order in
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our state, which is been as
escalating across different states here in the US
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over the last week or so.
But you know, thankfully we're still able
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to share great content with folks in
the podcasting format. So wherever we are
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quarantine both recording and listening. Just
thankful for that. Today in on that
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note, we're going to be talking
about current data privacy regulations. As it
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becomes more and more important for marketers
to connect with their prospects and their customers
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on digital channels that they can still
engage with despite what's going on in the
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world, they still need to think
about the privacy regulations that are impacting how
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they use that data how they communicate
with those customers. We're going to be
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unpacking some things that that marketers need
to be thinking about today. To give
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a little bit of context on why
you're the guy talking about these things and
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what marketer should be thinking about,
give us a little contact, little background
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on yourself, Hey Moll and,
what you in the smart team are up
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to these days. Sure toolutely so. First of all, about me.
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So I've been selling data solutions for
the last go to seventeen years of my
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career and different type of data solutions, pend data solutions and wars data solutions,
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and then all the last seven years, you know, selling a lot
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of marketing data solutions, Legion solutions
and yeah, two three years back after
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there is there was a lot of
noise around data privacy, right, because
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when we're talking about marketing data,
we're talking about personal data, people data,
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you know, Pi Information, email, attresses, phone numbers, etc.
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And there are of course a lot
of privacy concerns and I think since
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two thousand and eighteen that is allow
in place. GDP are and there are
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many other similar type of laws and
in different types of the world. So
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people are getting concerned, but smart
as a company has always been a responsible
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data partner, right. So we
are fifteen years in the business, data
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business and then even before all those
different previously laws came in played, especially
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GDP are, we were actually delivering
that type of data other so I can
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give examples of you know, one
of our clients that we find a as
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earliest two thousand and eleven right,
and they are actually headquartered in Germany.
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I don't want wish to take their
name, but they were always asking for
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get up the GDP are compliant type
of double Lop Did in double consented data.
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So we were delivering that data rights
in two thousand and eleven. So
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when all these laws actually kicked in, it was actually blessing in disguise for
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us because we were more prepared as
a company then, you know, many
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other, I would say, you
know, venders in this space, and
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so it's kind of blessing it disguise
and thankfully for tunately, business is only
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growing awesome. Thank you for that
context among and it does make sense.
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You know that you guys were a
little bit ahead of things there, and
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so I think that's even more context
for folks on why you want to share
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about this today. The first thing
I know you wanted to talk about.
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You know, you talked about GDP
are. It was, you know,
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everything that you could do to avoid
any linkedin post there for a while last
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year on GDP are. One of
the things, specifically as it relates to
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GDP are, I know you wanted
to unpack a little bit, is this
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term legitimate interest and what that really
means and in the importance of it.
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Can you unpack that term a little
bit for folks that maybe have heard it
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not quite completely sure what that means
for their data privacy approach in their marketing
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operations? Absolutely so, while everybody
is concerned about, you know, confronted
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data, double up in data,
you know, which are of course requirements
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and the GDP are. But as
far as B to be market heres are
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concerned, that has been some flexibility, right. So when the law law
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came in place, there was a
lot of confusion whether whether it applies in
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the world of pc or p Tov
and this podcast predominantly for the BTP audience.
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Right. So for B to be, that has been some flexibility,
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especially in the form of legitimate interest
as a provision and a GDPR. And
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the law is constantly changing and we
are continuously tracking the law. So what
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Legiment, legitimate interest does is it
kind of gives flexibility to be to be
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market. Here's that. Hey,
you know, as long as you know
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you're reaching out to your sweet spot, right. So every company that sells
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to another business, they have some
sort of a sweet spot in the sense
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that, hey, you know,
I only sell to this type of industry
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verticals, within the industry verticals,
I only sell to companies or so and
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so size, whether it's employees,
Eze or revenue for that matter. And
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then within those companies people are also
selling into define audiences. Right. So
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if I'm selling some kind of a
marketing software, maybe I'm only interested in
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kind of reaching out to people in
the marketing division or right or department.
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So as long as I am selling
to my sweet spot, as I mentioned,
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in terms of companies or accounts,
and then within those accounts, as
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long as I'm only selling to defined
departments, define job titles, defined personas,
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I can leverage the provision of legitimate
interest and kind of market to that
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audience. Right. So basically what
it says is you technically really don't need
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double out. You might still need
to do some type of a notification exercise
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into that audience, and not does
that for a lot of our clients.
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They're you know, based on our
clients required, when we process the data
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right, again leveraging Legati an interest
of the provision, and then we notify
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those prospects that you know your data
has been process for one of our clients.
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Of course we also disclose the name
of the client. Are you okay
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to receive an email phone communication from
the client? You know, yes and
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no. So there's a notification exercise
and after we have completed the notification exercise,
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which actually is a one time notification
and two follow ups, so it's
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basically set touch points into that audience, then we collect the responsive and and
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share the data which have opted in
and the data which has chosen not to
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opt out to our plans and then
they can leverage leged to in interests or
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there's a provision than market to get
out those particular folks. Yeah, that
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that makes a lot of sense and
I think that's going to be encouraging for
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a lot of marketers who maybe kind
of heard this term or they haven't or,
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like you said, maybe our concerned. Hey, we always need to
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go double opt in and haven't been
thinking about this provision for legitimate interest,
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which you describe very well. If
you are understandably, marketing to a segment
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of the market that typically buys your
product and the functional roles that typically are
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engaged or involved in decisions on your
product or service. Then you're a little
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bit safer there. Talk a little
bit at Heymore about double upt in data
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for the Dak region in Europe,
because you guys do a lot of business
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with European companies or customers that sell
into that region. Let's talk a little
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bit specifically there, because you guys
have been looking at different provisions, different
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legislation in different regions in this one
is something that folks should be aware of
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and thinking about as well. Sure. So, double opt in is is
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actually mandated under GDP are predominantly for
the that region and I would say even
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before GDP are actually kicked in the
dark region. visit the Germany, Switzerland
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and Austria, they were always asking
for double often right. So the example
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that I gave you earlier on that. You know we have this client which
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is German headquarters. We've been doing
business since two thousand and eleven. They
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were always asking for double afting because
it's a German headquartered company. And not
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only that particular lun but we have
many other, you know, clients who
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are headquartered in either Germany, Austria
Switzerland, and they were always very,
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very strangent. You know, even
before GDP are, they were always asking
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for double opted in data. So
our advice you are customers is, you
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know, post of course, implementation
of GDP are or the low coming into
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force, we would still recommend that
for the dark region, which is again
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in Germany, Switzerland and Austria as
country, these people recommend that you continue
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to do double opt in and smart, you know, provide double opting Daata
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as well. Right for all the
other country outside of the deck region,
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you know, you would still have
flexibility under the legitimate interest provision that you
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can not do it of an optic
right, leverage of the flexibility provided under
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later to be interest and market to
those countries. For that they would advise
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and recommend that you go to double
optin drought, because that has always been
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the preference, even before, you
know, gdprs formerly kept in hey,
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everybody logan with sweet fish here.
You probably already know that. We think
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you should start a podcast if you
haven't already. But what if you have
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and you're asking these kinds of questions? How much has our podcast impacted revenue
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this year? How's our sales team
actually leveraging the PODCAST content? If you
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can't answer these questions, you're actually
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teams at drift terminus and here at sweet
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fish have started using casted to get
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that US growth. That's see a
St Ed dot US growth. All
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right, let's get back to the
show. Yeah, that makes a lot
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of sense. Thank you so much
for kind of bringing some clarity to this
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kind of foggy issue sometimes for marketers, especially if they're they're newer in their
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career, they're, you know,
starting a new role at a company that
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now sells into these regions and they, you know, have never had to
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face this before. The experience you
guys have in in working across different regions
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it's definitely valuable. What other advice
is we kind of round out the conversation
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today, Hammill, would you give
to marketers maybe your top, you know,
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one, two, three pieces of
advice that you're giving to marketers consistently
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on a broad scale when it comes
to data privacy? We've talked about legitimate
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interest when it comes to GDP.
Are The encouragement there? We've talked about
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double opt in for the DAC region, Germany, Austria and Switzerland in Europe.
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What are some of the other things
that you guys just find yourselves reminding,
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advising and encouraging customers on lately?
Sure, ABSOLUTA, so fast fall.
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You know. I would like to
you know again re emphasize that small
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is a very, very responsible data
poper to the men from fifteen years in
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the data business and and growing.
And then we have a lot of Marky
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brand name companies the get. Unfortunately, I could take a lot of names
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without their firmission on this, putting
a PAS Cup cus, but these are
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sort of the largest software product companies
out there in the world. Lot of
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them are headquartered in Silicon Valley,
you know, a lot of them headquartered
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in London, different parts of the
world. So we are a responsible data
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partner and we would absolutely encourage each
and every client, as well as maybe
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new clients and prospects. You know
that we sign up in the future to
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Appide by the law, which is
that is our responsible collectively right as vendors,
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as as clients, as prospect as
part of this ecosystem. Its sensitive
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information, a private information. So
you know that absolutely should not be abused.
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And however, you know they're mentioned. There are flexibilities under the law
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and then legitiment interest is one of
them. And then the other thing,
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which is also available in GDP are
in and I think some of the clients
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of prospects are not a been aware, is technically calling is allowed right.
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So if you have a poond number
of save one of your prospect and even
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an email address of one of your
prospect you know. If you don't,
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if you have not gone through a
legitiment interest or some kind of a constant
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exercise, you're not allowed to email. However, if you have a phone
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number, you can still call the
person. So we see a lot of
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our clients yellow leveraging. A lot
of them are not aware, but the
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guys who are aware about this provision
would pick up the phone right and and
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call the prospects and if they get
a connect right, they would not start
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by straight away introducing their company or
the product of a solution that they sell.
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You know, they would just ask
a very simple question to begin with.
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You know, do I have permission
to speak with you? Right,
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and and then, if the prospect
is continuing the conversation in the sense you
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know, who are you? Which
Company are calling from? You know,
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they would say that, hey,
you know, you know, I'm calling
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from SA XYZ companied. I got
your data from a third body, data
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partner, smart. So do I
have permission? So in a sense what
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they're doing is, given that calling
is allowed, even before they're pitching their
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company or the solution, they are
actually seeking a concept. So this is
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one of the ways some of our
clients are doing it. Some of the
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clients are also, you know,
even though emailing is not allowed to be
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in the sense mass emailing, they
would still do one to one emailing right,
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where they would reach out to a
prospect one to one. So this
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is custom emails, not mass emails, and they're a very, very custom
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content and messaging that you know,
I got your data from, you know,
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a third party processor, again smart, and I do know that.
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You know, we don't have consent. However, you know, we have
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a lot of interesting solutions for you, right, because you are the right
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audience. So would you be kind
enough to give up the concert? So
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they're up. People are using,
I think, some level of creativity.
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I'm not saying that this is across
the board. So what I would also
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like to share your is some of
the very large customers that we have are,
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of course, very, very conservative, right, because there are some
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very defined fines under GDP are right, so they want to stake a conservative
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approach and most of them were,
you know, just to a double opt
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in right for most of their data
requirements, just to be on the safer
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side. However, a lot of
our mitier customers, a lot of our
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start up customers, you know,
who might not have a lot of resources
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and money to go ahead and do
a double opt in for every data point
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every contract, you know, would
use, of course, some of those
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creative mechanisms in in terms of connecting
stuff. For that you're not abusing,
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but, you know, doing a
very light connect and still seeking a permission
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and a consent and if they get
an affirmative response from the prospect then continuing
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the conversation, introducing themselves introducing their
company, you know, and all the
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great things that you know they can
do for the prospect. So yeah,
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so these are some of the creative
ways in in our clients are kind of
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dealing with the GIDP are. Yeah, I think that's great contact for a
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lot of listeners. You know,
we talked about four ways to really be
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able to still do our job as
marketers and and comply with the data privacy
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regulations, looking at what is legitimate
under legitimate interest. Not to be too
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Meta, they're thinking hard about double
opt in, especially in in the Dak
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region, but then also realizing that
phone calling is treated differently than emailing,
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as well as one to one emails, if you tailor your approach, can
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be a little bit different than than
mass blast emails as they're consider so kind
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of for things to round out the
conversation for folks to think about him.
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If anybody has enjoyed this conversation wants
to take some next steps, has some
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data privacy or regulation questions, based
on your and your team's expertise, what's
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the best way for them to reach
out to you guys or just stay connected
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with some of the content that you're
sharing? Yeah, the best way to
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reach out is, you know,
drop as an email to our marketing team
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visitor website, www dot sportingcom.
That a lot of there's a lot of
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content, lot of resources on the
website, again around GDP are and you
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know, some of the other perspects
of Your Legion and data. You can
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also drop as an email or friend
of a in quity on the website if
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you want to have a detailed demonstration
of our solution. I we also have
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actual her twenty slide presentation just on
GDP are or so and I just touched
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up on, you know, a
few of the most important things in the
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today's discussion. But if you want
to go over give us some of the
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ontent in detail, if he as
a company, especially myself, will be
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more than willing to, you know, spend thirty minute, forty five minutes
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one to one yet out going through
the details of that particular presentation, in
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helping all of you understand it is
two nuances and in detailing it in in
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terms of, you know, how
do you comply with legitimate interist etc.
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A lot of that content is available
in that presentation. So if you can
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give up a shout out of this
podcast, you know, send a note
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to our marketing team or you go
to our websites and of the request for
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a demo, will be more than
happy to you know, talk to you
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one to one and kind of share
some some more interesting information. Awesome,
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Hey, well, thank you so
much for that, for that offer,
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for the content that you shared today
and for the time in being a guest
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on the show. I really appreciate
it. So thank you so about for
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having me and look forward to many
search informative podcasts in the future. I
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00:19:18.150 --> 00:19:22.509
hate it when podcasts incessantly ask their
listeners for reviews, but I get why
264
00:19:22.509 --> 00:19:26.059
they do it, because reviews are
enormously helpful when you're trying to grow a
265
00:19:26.140 --> 00:19:29.579
podcast audience. So here's what we
decided to do. If you leave a
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00:19:29.579 --> 00:19:33.980
review for bb growth and apple podcasts
and email me a screenshot of the review
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00:19:33.140 --> 00:19:37.019
to James at Street Fish Mediacom,
I'll send you a signed copy of my
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00:19:37.099 --> 00:19:41.009
new book, content based networking,
how to instantly connect with anyone you want
269
00:19:41.009 --> 00:19:45.089
to know. We get a review, you get a free book. We
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00:19:45.250 --> 00:19:45.650
both win.