Data privacy and compliance in B2B sales and marketing

Data privacy and compliance in B2B sales and marketing

In today’s increasingly interconnected world, data privacy has become a paramount concern for businesses and consumers alike. For sales and marketing professionals in Australia, particularly those engaged in B2B (business-to-business) activities, understanding and complying with data privacy regulations is essential. For businesses operating in Australia, the Do Not Call (DNC) Register is a critical component of ensuring compliance with privacy laws and regulations.

This blog post will explore how to effectively market to and sell to B2B businesses in Australia, with a focus on the Do Not Call Register, the importance of compliance, and leveraging resources like Firmable for reliable contact information that helps you navigate this tricky topic.

Understanding Australia’s Do Not Call Register

Australia’s Do Not Call Register, managed by the Australian Communications and Media Authority (ACMA), is a critical component of the country’s privacy framework.

It allows individuals and businesses to opt-out of receiving unsolicited marketing and sales calls. As a professional, it’s essential to understand the implications of this register and how to ensure your efforts remain compliant.

Key points on the Do Not Call Register:

  • Registration: Individuals and businesses can register their phone numbers on the Do Not Call Register to avoid unsolicited marketing and sales calls.
  • Obligations: Sales and marketing professionals must not contact numbers listed on the register unless they have prior consent. Registered charities, government organisations or agencies as well as educational institutions where you have been or are a student, are exempt from these rules.
  • Penalties: Non-compliance can result in significant penalties, including fines.
  • Compliance tools: Firmable includes up-to-date Do Not Call (DNC) data against every person in its database. This feature allows customers to identify those on the DNC Register and exclude from call lists, if necessary, to ensure that prospecting is done in a compliant manner.For more detailed information, visit the Do Not Call Register.

ACMA’s guidelines on avoiding spam

The ACMA provides comprehensive guidelines to help businesses avoid sending spam. These guidelines are crucial for any sales or marketing professional looking to maintain a good reputation and avoid legal issues.

Key steps to comply with ACMA’s guidelines:

  1. Consent: Ensure you have express or inferred consent before sending commercial electronic messages.
  2. Identification: Clearly identify your business in all communications.
  3. Unsubscribe mechanism: Provide a functional unsubscribe facility in all communications and honour unsubscribe requests promptly.

Understanding express and inferred consent:

  • Express consent: This is given explicitly by the recipient. It could be through an online form where they tick a box to receive marketing emails or verbally over the phone.
  • Inferred consent: This occurs through an existing business or other relationship where it is reasonable to believe that the recipient expects to receive marketing communications. For example, a customer who has purchased a product from your company might expect to receive emails about related products.For more detailed guidelines, refer to the ACMA’s policy on avoiding spam.

Steps to ensure compliance

To effectively market to and sell to B2B businesses in Australia while complying with data privacy regulations, follow these steps:

  1. Internal compliance check: Regularly review your sales and marketing practices against ACMA’s guidelines and the requirements of the Do Not Call Register.
  2. Update your database: Regularly cleanse your contact database to ensure you are not contacting numbers on the Do Not Call Register or use Firmable’s B2B database with inbuilt DNC register filters.
  3.  Implement unsubscribe mechanisms: Ensure all emails contain a clear and functional unsubscribe link, and process unsubscribe requests within five business days.
  4. Express intent: Clearly state the purpose of your communication and ensure it aligns with the consent provided by the recipient.

The importance of GDPR compliance in Australia

While the General Data Protection Regulation (GDPR) is a European Union law, its reach extends globally, impacting businesses outside the EU that handles the data of EU citizens.

Australian businesses involved in B2B sales and marketing and handling data of EY citizens must be aware of GDPR requirements to avoid legal complications and maintain international trust. The GDPR focuses on data protection and privacy, ensuring that personal data is handled transparently and securely.

  • Data subject rights: Under GDPR, individuals have the right to access their data, request corrections, and demand deletion (right to be forgotten). Businesses must be prepared to comply with these requests promptly.
  • Data breach notification: GDPR mandates that data breaches affecting personal data must be reported within 72 hours. Having a robust data protection and response plan is essential.
  • Explicit consent: Businesses must obtain clear and explicit consent from individuals before collecting and processing their personal data. This means no pre-ticked boxes or implied consent.

Note: Firmable does not include any data on EU citizens

Leveraging Firmable for reliable B2B contacts

Finding reliable B2B contact details is a significant challenge for sales and marketing professionals. Firmable offers a solution with its robust data verifications process, which ensure the highest standard of data quality and compliance.

Why choose Firmable? 

1. Multi-tiered validation: Firmable employs a multi-tiered validation process to ensure the accuracy of email addresses.

2. Compliance: By having real time updated Do Not Call data you are able to make sure your prospecting processes are compliant.

3. Quality data: Firmable provides high-quality, publicly listed B2B contact details, ensuring your sales and marketing efforts reach the right audience.

Firmable’s data approach

At Firmable, data quality and integrity are paramount. We pride ourselves on having the most comprehensive and accurate set of Australian company data, encompassing both breadth and depth. Our extensive database is regularly updated and checked to maintain high accuracy and freshness.

Breadth: Firmable boasts the largest collection of Australian companies, bringing together a vast array of business data in one centralised place.

Depth: Not only do we cover a wide spectrum of businesses, but we also include next-generation attributes that offering a deeper insight into each entity.

Quality: Our data undergoes rigorous cleansing processes, including de-duplication, normalisation, and manual verification to ensure it is of the highest quality. We employ advanced AI techniques to categorise and enrich data attributes effectively.

Our process: 

Cleansing: Data is thoroughly cleaned, de-duped, and normalised.

Categorisation:  Data attributes are effectively grouped and categorised using advanced techniques. 

Collection:  We acquire data from hundreds of sources, ensuring comprehensive coverage. 

Connection: Through ABN, we enrich the data, linking related businesses.

Convey: Our user-friendly platform makes it easy to search, find, and utilise the data for better business decisions.

Compliance: Inclusion of an up to date Do Not Call list ensures that users can wash their call lists, helping them comply with the Do Not Call Register and avoid contacting those who have opted out.

For more information on Firmable’s data verification process, visit Firmable’s email data verification process. 


Marketing to and selling to B2B businesses in Australia requires a careful balance between effective outreach and strict compliance with data privacy regulations. By understanding and adhering to the guidelines set forth by the ACMA, respecting the Do Not Call Register, and utilising reliable data sources like Firmable, you can enhance your sales and marketing efforts while maintaining legal and ethical standards. Always prioritise consent, transparency, and the right to opt-out to build trust and foster long-lasting business relationships. 

The information provided in this blog post is for general informational purposes only and does not constitute legal advice. Consult with a qualified legal professional to ensure compliance with all applicable laws and regulations regarding data privacy and marketing practices

Additional resources

Learn how you can create helpful, human experiences and optimize at scale. From customer stories, articles, reports and more on content—to insights on commerce, we want to help eliminate guesswork and make every interaction actionable.

Don't forget to share this post!

You may also like

Grow your business faster with Firmable data

With the largest Australian B2B database and the only local support team, it’s easy to get started with Firmable.