The burning questions about B2B sales (in Europe) by 2024 and the answers

Dealfront is a Business Reporter client.

Let's be honest. Sales do not reinvent themselves year after year. All the standard rules still apply today, whether it's nailing down your sales pitch, doing research before you spread it, or providing relevance to your target audience.

However, there will be some interesting (and possibly challenging) changes to the market in 2024. Two of the most relevant changes are Google eliminating third-party data and cookies, and Yahoo's recent bulk email and spam regulations .

To help you navigate these changes, we're addressing your burning questions about B2B sales (in Europe) for 2024. We'll take a look at recent market changes and compliance-related issues so you're prepared for anything that comes your way.

Question #1: Can I still send bulk emails? (Google/Yahoo changes)

Recently, Google and Yahoo announced that there will be new regulations for sending mass emails using their email services, preventing companies from sending thousands of emails each day.

It's true that mass emails are useful when you want to send information and your new cold email template quickly and easily. However, they also have their disadvantages. While you can grab your readers' attention with a great subject line, dazzle them with eye-catching images, or try to cover some of their pain points, you really can't personalize more than 100 emails individually.

But customizing mass emails isn't the only problem: compliance is also a very important consideration. If you have ever sold in EU or DACH markets (Germany, Austria and Switzerland), you know how mass emails are viewed there: unfavorably. In the European Union, you need to have consent (in some EU member states a double opt-in is required) to send emails to companies and individuals you have never contacted before.

The short answer to this question is no. You cannot and should not send mass emails if you sell to DACH or within the EU. Try other effective B2B sales methods, such as cold calling, B2B advertising on search engines or social media, or go big with organic marketing efforts like SEO.

Question #2: Can I be successful without cookies? (Intent data)

If you can! Don't bury your head in the sand just because Google wants to third party cookies at sunset forever. Sure, it will be a challenging time for those who relied heavily on that type of data. However, they are not the only source of truth in B2B marketing and sales.

Google has postponed the removal of cookies until the end of 2024, so you still have time to prepare. Prepare your business for a cookie-free future by analyzing other data sources, such as first-party and third-party data.

Simply put, third-party data is data provided directly to you by your customers or target audience. First-party data is data you obtain through your own website or platforms. There is no other party involved in any of these data collection methods, making them highly reliable, cost-effective, and data-driven decisions.

Tip: Adopt reliable tools that can provide such data. lead feeder from Dealfront, for example, tracks your website traffic in a GDPR-compliant way, so you know what your current and potential customers are interested in.

Question #3: Can I send direct messages instead of mass emails? (social selling)

social networks and social selling, for example on Linkedin, are the latest trends in the B2B sales landscape and are here to stay. So the answer to this question is yes, you can send direct messages (DMs) on LinkedIn to introduce your product.

However, you still can't send mass messages on those platforms. Especially in relation to the DACH market, sending mass direct messages to thousands of people is a no-no.

Social selling and direct messaging is a gray area when it comes to achieving compliance in the DACH market. According to recent case law in some EU member states, cold direct messages are considered cold emails. That means spreading direct messages on social platforms and networks is subject to the same regulations as cold emails. It's vital to keep this in mind before copying and pasting your sales pitch into a direct message and hitting send to hundreds of LinkedIn users.

If you still want to send direct messages and take on the compliance risks yourself, here are some tips that make penalties less likely. Be relevant, personal, provide useful information and don't push. Nothing hurts more than reading a standard sales pitch that doesn't even take into account the recipient's personal profile.

Question #4: How do I choose a compatible data provider?

To make a compliant disclosure in B2B sales, you need a compliant sales prospect or Sales intelligence tool. But how are these tools and data providers found and evaluated?

Here are some questions you can ask to find the right option for you and your business:

• What does the tool offer? Does it fit your needs? Does it resolve your pain?

• How does the tool obtain its data? It's compatible?

• Where does the data provider host your data?

Please note that a trusted data provider You can answer all your open questions about your data sources, data protection measures and data hosting without worrying about it. It should never be a big deal to get information about this and even get your legal department involved. If a data provider has nothing to hide, there will be no problem.

However, if you do business in Europe, it is essential that the tool you use only offers compliant B2B data.

This is what the data should look like:

• The data is publicly available, for example in an official commercial registry. This is information that has been made public by law to help identify owners and decision makers, making it possible to do business within a country.

• The data is made available to the public by an individual. For example, a hiring manager included her contact information in a job ad.

• The company makes the data available to the public on a company website. For example, on the company's “Meet Our Team” page, information is placed there with the consent of employees and with the understanding that their data may be used within the context of the business.

Question #5: How can I conduct compliant cold outreach activities?

After reading the above points, you will understand that compatible scope It always depends on the region and country you sell to. The EU has stricter rules than the US in general, but each country within the EU has its own slightly different rules. Therefore, make sure you know the data regulations of your target market.

Here are some general guidelines for selling compliant:

• Only send double-opt-in cold emails.

• Personalize your direct messages on social networks to avoid penalties.

• Raise the phone higher! In most countries, cold calling is still allowed in B2B sales if your service is relevant to the company you are calling.

• Try good old cards. Although mail advertising may seem old-fashioned, it can still make a good impression on your target company.

For more detailed information on compliant disclosure in DACH, including a detailed guide to all disclosure channels and their legal limitations, take a look at our E-book “How to market on DACH”.

Download the Ebook.

Disclaimer: This article can serve as a useful guide to understanding data protection and e-privacy restrictions in Europe, but it is important to note that this is not legal advice. After reading this post, if you require legal advice, we recommend that you consult a lawyer who can guide you and resolve any specific questions related to your case.