If you’re using tools like Kaspr to find leads for B2B sales, GDPR compliance can feel like a minefield. One wrong move and you’re dealing with angry prospects—or worse, fines. This guide is for marketers and sales folks who want to generate leads without breaking data protection laws, getting spam complaints, or giving lawyers more work than they already have.
Let’s cut through the noise and talk about what you actually need to do, what most people get wrong, and how to avoid the dumb mistakes that trip up even smart teams.
1. Understand What GDPR Means for B2B Lead Generation
Let’s get the basics out of the way—GDPR isn’t just for B2C. If you’re collecting, storing, or using someone’s work email, you’re handling their personal data. Yes, even if it’s “just” their work contact details.
Key points:
- Personal data under GDPR includes any info that can identify a person—yes, work email counts.
- Processing means doing anything with that data: collecting, storing, emailing, or even just looking at it.
- You are the data controller if you decide why and how to use the data, even if you get it from Kaspr.
Ignore the myth that B2B is somehow “exempt.” It’s not. The rules apply, but there are some nuances (like “legitimate interest”—more on that soon).
2. Know Where Kaspr Fits In (and Where You’re Responsible)
Kaspr helps you find business emails and phone numbers scraped from sources like LinkedIn. The tool promises GDPR compliance, but here’s the catch: using Kaspr doesn’t make you compliant automatically.
- Kaspr is a data processor. They provide the tool, but you’re the one using the data.
- You’re on the hook for how you use the contacts, what you say, and how safely you store the info.
- Don’t just trust the “GDPR Compliant” badge—check their privacy policy, but realize it’s your process that matters.
Pro tip: If you ever get audited, “Kaspr said it was OK” won’t cut it.
3. Pick the Right Legal Basis for Contacting Leads
Under GDPR, you need a legal reason (a “basis”) to process people’s data. For B2B outreach, the real options are:
A. Legitimate Interest
Most B2B teams use “legitimate interest.” It means you have a valid business reason to contact someone, and it won’t surprise or harm them.
But: You have to show you’ve thought it through, and that your interest doesn’t override the person’s rights.
How to get this right:
- Do a Legitimate Interest Assessment (LIA):
- Why do you need to contact this person?
- Is your message relevant to their job?
- Would they expect outreach from someone like you?
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Is there a clear way for them to say “no thanks”?
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Document it. Keep a file showing you’ve done this. No one ever does, but you should.
B. Consent
You could ask for permission before contacting someone, but for cold outreach, that’s rarely practical. Consent needs to be clear, specific, and can’t be hidden in small print.
Bottom line: For first contact, stick with legitimate interest, but don’t abuse it.
4. Collect Only the Data You Actually Need
It’s tempting to grab every data point Kaspr offers, but GDPR says: only take what’s necessary. If all you need is an email and name, don’t collect job history, direct lines, or anything else “just in case.”
What to do:
- Limit what you export from Kaspr.
- Don’t keep old data “just because.”
- Delete leads you know you’ll never contact.
Reality check: Most teams hoard data they never use. That’s just more risk if there’s a breach.
5. Be Upfront with Your Prospects
This is where most cold outreach falls flat: not telling people why you’re contacting them, or how you got their info. GDPR says you have to inform people—ideally at first contact.
What to include in your first message:
- Who you are and why you’re reaching out.
- Where you got their info (be honest!).
- What you’re offering (and why it’s relevant).
- Their rights (including the right to object or ask for deletion).
- A link to your privacy policy.
Sample first sentence:
“Hi [Name], I found your details via Kaspr, as you work in [industry/role] and thought this might be useful for you…”
Don’t:
- Bury this info in a footnote.
- Pretend you already have a relationship if you don’t.
6. Make It Easy to Opt Out (and Actually Respect It)
GDPR is big on giving people control, so you have to make it dead simple for someone to say “stop contacting me.” If they do, you need to act fast.
How to do this:
- Include an unsubscribe link or a clear sentence (“Just reply ‘unsubscribe’ if you’re not interested”).
- Keep a list of opt-outs and make sure you don’t contact them again.
- Don’t argue or try to “win them back” if they say no.
Pro tip: If someone asks you to delete their data, actually delete it. Not just from your CRM, but anywhere else you stored it.
7. Store Data Securely and Don’t Keep It Forever
GDPR expects you to treat someone’s business contact info with the same care as any other personal data.
- Use a secure CRM, not a random spreadsheet.
- Limit access—only people who need the data should see it.
- Set a schedule to delete data you’re not using (e.g., after 12 months of no contact).
Don’t:
- Share leads around on Slack or email.
- Leave CSVs on desktops or in Google Drive folders “just in case.”
8. Update Your Privacy Policy (and Actually Link to It)
Your privacy policy should say exactly what kind of outreach you’re doing, where you get data (like Kaspr), and what rights people have.
- Make sure it covers B2B outreach and the tools you use.
- Link to it in your emails to prospects.
Most policies are vague or outdated. If you use Kaspr, say so.
9. Keep Records (Just in Case)
If anyone asks (including regulators), you need to show:
- Where you got the data (Kaspr, LinkedIn, etc.).
- When and why you contacted someone.
- How you keep data secure.
- Records of opt-outs and deletions.
Set up a simple log or CRM notes. You don’t need to over-engineer this, but don’t rely on memory.
10. Ignore the Hype, Watch Out for Traps
What works: - Keeping things transparent and simple. - Limiting data collected and stored. - Respecting opt-outs.
What doesn’t: - “Growth hacks” that automate away consent or transparency. - Ignoring GDPR because “everyone else does it.” - Relying on Kaspr’s compliance as if it covers your own.
What to ignore: - Sales pitches claiming “full GDPR compliance, no work required.” - Advice that says B2B isn’t covered by GDPR—it is.
Summary: Keep It Simple, Keep It Clean
GDPR isn’t out to ruin your B2B sales—it just wants you to treat people’s info with a bit of respect and common sense. Use Kaspr for leads, but don’t get lazy. Be upfront, store data safely, and make it easy for people to say no.
Start with these steps, review them every so often, and don’t wait for a complaint to fix your process. You don’t need to be perfect; you just need to show you’re making an honest effort. That’s usually enough.