Gated content

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Some marketing automation platforms have functionality that will be affected by GDPR. For example, lead scoring is now considered a form of profiling and you will need to get permission from individuals to use their information in this way. Reverse IP tracking also requires consent.

It’s also important to make sure your marketing automation platform and CRM system are set to automatically sync. If someone on your list unsubscribes and continues to receive emails due to a gap between the two, you could be in trouble for not being GDPR compliant.


Many companies use gated content, like free belgium number data , white papers, or webinars, as a way to generate leads. The way they see it, the person’s information serves as the price of entry. But since GDPR prohibits blocking access to content if a person doesn’t consent to their information being collected, is gated content now effectively useless?

GDPR doesn’t completely eliminate the possibility of gated content, but there are now higher standards for collecting user information. Essentially, if you’re going to have gated content, you need to be able to prove that the information you collect is necessary for you to deliver the deliverable. For example, if you were hosting a webinar, you would be justified in collecting email addresses because you needed to send attendees a link to join. You would have a hard time claiming that an email address was required for something like a white paper because it wasn’t necessarily delivered via email. And of course, like any other form on the site, a gated content form needs to clearly state all the necessary information about how the information collected will be used.