GTM Glossary · Compliance & Legal
GDPR Legitimate Interest (B2B Outreach)
A lawful basis under the GDPR that can permit business-to-business contact without prior consent, when the interest is balanced against the individual’s rights.
[01]What It Means
Using it requires a documented balancing test, transparency about where data came from, an easy objection route, and data minimisation. It is a basis for processing; it does not override the separate rules on electronic marketing.
[02]Why It Matters
Most compliant European outbound rests on this basis, which is exactly why it must be documented before the first message. When a prospect asks how you got their data, the answer has to exist in writing.
[03]Where It Goes Wrong
Assuming legitimate interest covers electronic marketing, which national rules govern separately.No documented balancing test, so the basis cannot be demonstrated.Ignoring objections logged in a sequencing tool instead of the CRM.
[04]Related Terms