The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 3 years ago

How to Stay Ahead of Data Privacy Changes: What You Need to Know w/ Daniel Barber

ABOUT THIS EPISODE

Daniel Barber, CEO of DataGrail, walks us through what the sales profession needs to know now about impending changes to data privacy and how he views these changes as beneficial to both sellers and customers. Tune in!

Welcome to the sales engagement podcast,this podcast had brought you my outreach, Otaio leading sales of ESANPLA, helping companies, sellers and customer success engaged with fires andcustomers. An the modern sales ero check out sales of agcom for newepisodes, resources and the book on sales amugement coming soon. Now, let'sget into today's episode, everybody thanks for Joying US again onthes sales and gave from podcast really excited about today's show. My name isJovic Dello senior content managing editor over at outreach and our guest.Today is incredible: good friend of mine, Daniel Barber, CEO and cofounderof Data Grail, you probably seen in the news lately. They are very much at topof mind for a lot of sales organizations and really just companiesin general, we're here today to talk about privacyin sales. It's a big scary looming topic. It's going to be eally exciting!Thus, don't let us Scarey you too much, I'm going to toss it on over to Danielwho is going to tell us a little bit about himself and the company, and whyis here today? Thank you for the imitations you join. The show,obviously love spending time with you. We Ere forortunit to work together andDatanize, and look forward to continuing that relationship. Now withyou without reach, and I little bit of background in myself, I've been in theapplication and daughter space for coming up a decade. So what emailcompanies to companies like responses, companies like toudup? I actually am anadvisor to out reach today and admiistor to Corus Totai and also to aconstruction company, construction technology, company and Australiacalled sign on the side. But my main focus, my mewse is data Gra, and so ourfocus is insuring that companies and individuals datters protected, and sowe are creating a new standard for doter transparency, for both businessesand for consumers. So excited t spend...

...some timem on the topic today. Iconsider myself a sales, professional and so excited to provide a few insidesinto how the individual to your point can navigate the new and unchautedwoters of environment, where companies and individuals expect to understandhow their daute is being used and if upon request, can retrieve theirinformation or itlihe their information. So why is it so important? Now I mean Ithink, most of our listeners whave probably heard these four letters gdpr,and maybe they don't know too much about it. But it's a big deal over inthe EUO and it's probably going to be a big deal here in the US at some point.So why is it so important now to start talking about Davy, security andprivacy, especially within the sales profession, yeah NOG great question, so I think theconcept of ditof privacy is somewhat not new from a sandpoint of the EU hasbeen at the forefront of this posh, the socioeconomic change that we're nowseeing for some time. So little bit of back story. There was a privacy Col,the e Directov that was putting place, ine, thouand, nine hunded and ninetyfive, and so we've actually had privacy regulaation, protecting you Europeancitizens for quite some time. What has become a reality now and why I is sortof at the forefront of every news article that you see whether it's e,Wal, seet, Gournal or CNBC, or any other service, is because companies areactually being penalized and the reason why they are is because they areholding information and, in some cases, making money from your daughter. And sonow individuals are starting to become more aware. They want to understand howcomppanies are using their daughter, and if you follow the news of the lastfew days, you would have seen a company called Apolo, Formlis and prospect. Twohundred million records just fell off...

...the back of a truck and unfortunately,that track is probably going to put them out of business right, and so thisbecomes very real for organizations that are in the data space, but alsocompanies tare using Thatar. So few are a sans professional ensuring thatbusinesses understand why you're contacting them and more specifically, individuals,understand why you're contacting them will become a much bigger part of thesales process, especially because this is not just a European phenomenon.We're now seeing the California consumer privacy actals past in June,which will allow very similar provisions to what GDPR allows forEuropean citizens in respast may twenty fifh and that comes into place in earlytwo thousand and twenty countries, like India, have passed a custom Ditaprivacy diall, so citizens of Varvinia very soon will have similar chocolateprovisions that are now allowed and protect European individuals. So ifyou're a US company an you will be looking to protect the rights from theindividuals that you are contacting, I the data you have in your crm or withinout reach, and so for that reason this is now front andcenter for every seuseprofession and so yeah excited to dive into a little bit of that today, Hanyou mentioned a lot of organizations: businesses, companies. Okay, let's talkabout the frontline sales development rep, who needs to send a hundred emailsa day who needs to make fifty calls a day. How is this going to affect them?Personally, you know they may think I'll. Let my boss deal with a throw EP.My CEO deal with this, but it's going to change their day today, correct yeah, it will, and so you knowyou look at organizations that are now operating in the EU, so I've GIV acouple of examples: real lives, outreach customers that I've seenfirsthand so one, for example, docky side and the Dokytin as a norganization, is now only engaging with...

...people in Europe that are consented. Sowhat this means is there's a new form of consent, so the European team thatare using out reach today within Europe, they are only sending emails to peoplethat are consented, and now the consent itself has to be an explicit consent.So what does that actually mean? That means that the individual has to havecompleted a form through, in fact, aliquer so has to have completed theetercore form and actually chacped the box. So the box is unchecked by efaulAD. They must have checked the box and then receive the email, and then theOUTREACHSCR can contact them. So what does that actually mean for the SR inEurope? It means at no longer can they go into sales, forse and just addcontaxt or no longer. Can they just go into out reachand stad contacts right,and so this is actually changing the entire way they do business now. Isthat a better way doing business? Probably because, fundamentally, if theperson has come to the website and giveng their consent to be marketed toI mean that's, that's a pretty good indication at sales. thould contactthem. So I think it's going to preview our an SDR you're going to be a lotmore conscious about the emailhouse of the communications that you're sendingto people because You'R Your Pol of people has shrunk significantly. So nolonger can you and thousands of people to to a sequence. You need to thinkabout all right. Well, if I've only got x number, these are probably a littlebit more valuable than they were before. So perhaps I should be a little bitmore thoughtful about what I said to them and of course you coundnot do thatyou can go down the path of legitimate interest which you and I have talkedabout before and we've written about together. However, legitimate interestdoes require that you explicitly state how you acquired their information, andthat means, if you got it from a data soucer, you collected it from Linton.You still have to explicitly state that...

...and if they ask how you got thatinformation- and you don't provide that information, you put your company injeopardy of a penalty which I think facebook with their one point, sixbillion dollar fine this past week. I think that becomes a pretty strongreality that your organization is at risk and you make a good point about it.It's going to fundamentally change the way sales people interact with theirprospects, but that's still a very scary thought. They've been doing itone way for so long. They've been buying list, they've been uing dataproviders to fill their crms with contacts, and now that's just not goingto be the case anymore or it may still be, but they're going to end up beingfined. So what do you say to an organization that may be resistantto to going this way or saying somethinglike well? It's not in the US. Yet I can still know download all of x dataproviders, contacts and just blast away. What do you say that that company thatmay be resistant yeah? I mean that's a valid point rightso today, if you are a US company and you are contacting folks in the EU thatthose individuals are protected. So, even if you're an American company- andyou have European customers- which you know companies everywhere, do you haveto be superpconscious about what you're sending to. However, to your point, ifyou're feeling resistance in your organization that maybe this is, thisis not a problem that people are focused on what I would say that thatis it's only a matter of time right, so Mo Benni off the Sea of CES faseadvocated in March, that ther will be a national privacy. Do the Senate isactually reviewing that right now, and so this is a changing period right andso, in the same way that we saw the GDPR take two years to be ablecemmented.We will see California 's regulation in the beginning, part of two thousand andtwenty, and you seean enormous number of companies uptake Thei Privacy Policyin the Le Pot of two thousand and twenty, as I'm sure we all remember inMarch and April of this year, but that...

...will make some pretty big changes andestablish some processes that taps companies theyre not taking. I thesteps now they could put them in selves in position. Where becomes a littleuncomfortable, so I think we, you know taking a step back, Yeu Findin thesales profession or nest hour. Looking at this, this podcast or listeningalong think about whose individuals that you're sending emails to wouldthey actually want your email would be the question that I would ask yourself.So if you wuld to read your own email Woel, they actually want what you'resending them and if you've got a thousand people lot. It is your lessteUSYOUR example. Do you even know the names of the people you're sending themto, and I think a lot of people onlistening right now be like nope? Don't, I know, I know ten percent of thepeople or less than that. Probably so you're telling me there's going to besome serious growing pains, but that ultimately, it's better for theindustry, it's better for individuals and it's better for business yep yeah.I would also add you know there are significant number of things thatpeople can do. So if you look at services like Gito Crab, for example,you can look at the individual companies that are visiting yourwebsite right. So we have access to intent, dauter we have access to intendbefore they even visit the website, meaning you can look at people that areseach in for your particular software service, and so, if that is availableto you, you are able to add individuals to your outreach sequence that are atthat organization. That is certainly the basis for a legitimate interest,and so there's there's a whole bunch of to things that companies could do thedecision is. Are you actually going to do that right? So, if you're investingin understanding WHO's visiting your website and then you're investing inunderstanding the intense or buyer Intentov who's, potentially looking foryour product USSIMIS, you can get a short list of companies right there andthen, if I was an str again, which I was just for the record, I love the job.I still do it today, I'ld be using that...

...list and I' be contacting thosecompanies because they're looking for the product that we have. So there area lot of creative ways. I think companies have available to them. Thequestion is thatay going to take that step. Okay, now, let's assume that you workfor a company that is attempting to be compliant that the Mandade has gone outhey. We have to adhere these new guidelines and you are a person who hasto make calls and emails and try and land deals right. What do you say tothe individual seller like what are ways that they can remain compliantwhile continuing to do their same outbound motions they've been doing formonths or years sure, and so in this case we're talking about an individualoperating in Theeu today or are we talking about an individual justoperating? Let's say: I'm other California Consider Privacy Act sittingin Bacste, the Weework, where you got where you are today, yeah? Let's, let'sdo that last one. Let's say we were San Francisco got to make my calls got TaSen, my your mails yeah, so first at I think, is going back to the basics thatwe've done for for a long time, which is. Hopefully your organization isinvested in understanding your ideal customer propile, which you'vepersonally joy written about many times, and I think that is a step. That's veryimportant because one who understand the top an companies that potentiallycould fit you as an organization and and ultimately would benefit from yourproduct, then that should get you an available list of companies and then,from that available list of companies there are sort of two ways you cangauge. People that are potentially could be interested right. So hopefully,your marketing team is feeding you, the list of companies that are visitingyour website to the domains that are visiting the website every day andhopefully, you're also getting the list of domains that are showing byer intentto purchase your productor Servicen. So from those two lists of companies nowou, you want to try to acquire contects that are at those companies and soyou've got. You know these are the new...

...individuals, new companies that arecoming in every day and then you've also got people who are in yourmarketing consented list right. So people who ere actually said raisetheir hand and said Yep, I'm interested in hearing about information from yourcompany. Those now become significantly more valuable and in reality, yourmarketing team is probably spent thousands. Tens of thousands of dollarsacquiring those so et be super careful with what you actually do with those socomminding those two entites right. You got companies and people that are sortof evaluating whether your product may solve their problem and the you gotthese people who have actually said. Yes, I think your product Lusov myproblem, so those two people they become, the people that you engage with.I can share a program in fact, video listeners that end up getting to seewe're doing a direct mail campaign, rigt taking a back to basics and wehave a monogram notepad personalized to the invividual sperse last name. Wehave a handwritten note sent from me. We have a book sent to legalprofessionals because guess what people don't really send direct now, and so Ithink, servicis like Sendo Sto- will significantly benefit, because that isa that's a personalized touch, and so I think you know commining those to touchpoints. It's absolutely with a fune call. If they've consented to do that,you'll find that people will go back to basics, and I think itil really seesome success wit that because it's actually how people want to buy asopposed to being sold to, I like the Calification Taf, somethingyou mentioned. So you said if a domain is coming to your site or a company iscoming to your side and browsing around all right now you have that you knowthat company is interested. Can you then just pick and choose contacts from thatcompany to Ge job to so? Just because you may have been the person Daniel mayhave been the person going to the site to look at outreach or or whateverproduct you ain can now contact Joe who also worksat your company, were also works it. So So, if you state in the email, a littlesnipper at the top of the email that...

...says, I found your information onLindin. We saw that your company was visiting our website today, whichprompted me to reach out, which WIS actually a very personalized message.Anyway, you probably get a response from someone. If you actually staidhate, we saw that you were actually visiting. You know your companysvisiting our website today. I'm not sure if that was you, but I can reallylike tot have a conversation about potentially solving this problem, but Ithink ythe identify that your company has I've got a fifty fifty chance thatthat person will we stoned with that email and you're, actually solving twothings: one year sating the purpose for procepessing, which is part of therequirement for GDPR and will be for CCPA, and it's superpersalized right,hey. I noticed you company and came to our website today. The person isprobably like. Oh, I don't know it. Should I be going to website. Let mejust click through and take a loot, and then you can of course track them inthis serice colled Arage, and so that is the legitate aspect or legitimateinterest aspect that you were or speaking of is that still somewhat of agray area are we going to see? I mean there has to be some rulings thatactually define where that, where the Wal Sak yeah. So that's a greatquestion joy, I think that's probably the grayest area, I wrote a post onthis cer. Se was hacker back in March or April, and I called it t e thegood and bad in the gray, and the grave was alludeding to exactly your pointthat there is actually not a lot of clarity, an how companies are supposedto do this. What's called a legitimate interest balancing to best it's a legal term. I think it'schallenging for businesses to understand and practically implementwhat that means, but I would say that having an ordit tray or at least havingyou know, some form of indication you've made an attempt is a good thing,because if you were a pol over this week right and you did just have twohundred million contact fall off the back of the truck. The regulator isdefinitely going to be poking the stick at that organizations and prospect andseeing howelse they can find the...

...company or really put them out ofbusiness. Your team happened to be spending thousands of emails. Youprobably do want to be working as an prospector. I should say a polo today,absolutely yeah. I am glad that I'm not there inclosing. What are sometakeaways? What are something that you want the listeners to take away if theycould take away one thing from this podcast what you want that to be so, Ithink this concept of Dota Privacy, it's scary, for sales professionals.You said that the beginning of the PODCAST. I would flip it back to theperson who's listening and ask yourself again: Would you want to receive the emails? Do send and are youcomfortable with companies using and selling and potentially losing yourdaughter and, if you're, not, then these type of regulations are actuallyprotecting. Yo you to, and so the goal here is really dot a transparency. Soyou as a listener that says professional host of the consumer, Botof the buyer should have visibility into companies and their use of yourdaughter, and so, while these regulations may seem scary, ultimatelythey're protecting you as an an individual, and so that's that's. Ithink the bigger the picture to keep in mind is very easy to just lays a line,and so I think the goal year is around our dofinite transparency andso.Hopefully we get there right absolutely and you are helping us getthere Daniel. So, thank you very much. If people want to get a hold of you,how can they do that yep? So I am giving people consent sotak. If youe listen to this far, you officially have my verbal consent,lovely you can email me at Daniel at Dada. Gra Aria can't promise. I replyback immediately that I'll do my best can probably track whether I open theemail you send tit throughout each. So you want e to try that I'm also on thewhite pages of the Internet, otherwise not as Linkein Sican find me there oron twitter Ander Gui Jindan. That's GAI, Jin Den, probably wondering why whatthat' strange it's Japanese for form...

...person, because I'm generally farm perfect all right Yeahol! Thank yousome much for being on the show today, thanks again to all of our listeners,and we will see you next time on the sales, an Gavmen podcast. Thank youthanks you. This was another episode of the Sales Angagement podcast Jonus atsales, engagementcom or new episodes, resources and the book on sales.AMAGEMENT coming Togh to get the most out of your sales andgaging strategy,make sure to check out out reach o io the leading sales and meatful pot. Soyou on the next episode.

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