Einwilligung (Consent)

What is Consent?

Consent refers to the voluntary, informed, and explicit approval to process personal data for a clearly defined purpose. In B2B marketing, consent is a fundamental legal and operational requirement for personalized, data-driven communication. It enables compliant execution of marketing and sales activities across channels and systems.

How does Consent work?

Consent is based on transparent processes that clearly define and document the purpose of data usage. In marketing automation and direct mail automation, consent is captured, stored, and linked to lead or account data within MarTech systems. These platforms ensure that consent is respected across channels, campaigns, and timelines, allowing automated actions only when valid approval exists. Updates or withdrawals of consent are processed in real time to maintain compliance and data integrity.

Triggers, data, or processes

Consent is typically obtained through digital forms, content registrations, event sign-ups, or contractual relationships. Once recorded, consent becomes a structured data point that controls segmentation, campaign activation, and cross-channel orchestration within marketing and CRM platforms.

Typical B2B use cases

In B2B marketing, consent enables personalized direct mail campaigns, automated follow-ups after trade shows, and account-based marketing initiatives. Sales teams rely on consent for compliant outreach related to offers or lead nurturing. In data-driven organizations, consent also underpins integrated customer journeys that combine digital and physical touchpoints.

Benefits of Consent in B2B

Consent strengthens legal compliance and reduces regulatory risk. It improves data quality by ensuring that only validated and actively maintained contacts are used. From a strategic perspective, consent-driven communication increases relevance, leading to higher response rates, more efficient budget allocation, and more sustainable customer relationships. Operationally, it establishes clear governance and reduces manual compliance checks.

Consent vs. related concepts

Consent differs from traditional direct mail that does not rely on personal data and therefore does not require individual approval. Compared to email marketing, consent is channel-agnostic and applies regardless of the communication medium. Within marketing automation, consent is not a campaign tool but a prerequisite that determines whether automated actions are permitted at all.

How does eesii support Consent?

A direct mail automation platform such as eesii helps organizations systematically capture, manage, and integrate consent into automated marketing workflows. Consent data can be connected to campaign logic so that physical mailings are triggered only for contacts with valid approval. This allows direct mail to be efficiently integrated into existing marketing and CRM ecosystems while remaining compliant and scalable.