How to Build a B2B Sales Data Strategy
Unsure how to use privacy and data protection to build trust with customers and partners?
Last updated
Unsure how to use privacy and data protection to build trust with customers and partners?
Last updated
Rewatch Annabel Pemberton, DPO and’s Founder, for a discussion on building a data protection strategy in 2025 that builds trust with current and future clients.
In this session Annabel discusses several methods for B2B companies to employ to help secure enterprise clients. She also explores the evolving landscape of data risks and shares insights drawn from her work with organizations at every stage of maturity. Here are some of the top takeaways.
When selling to enterprises, one overlooked element is asking or understanding how Risk or Legal see your company. In particular, one question you should be asking is "Will my product pass the vendor test?" Before working with a new provider, enterprises will ensure it meets their security standards. This includes questions such as:
how a third party LLM processes their company data
where data is stored
whether data processed by the tool is used for model training
how the product complies with regulations such as the EU AI Act
Some examples are covered in the session including:
winning trust of key stakeholders through teaching them how to use privacy and security tools in online academies
creating a dedicated privacy FAQ page for product and support teams to direct customers to, and build trust with
Check, collaborate, and communicate - we recommend to use the three C's to define and implement your data strategy for enterprise sales.
Take a stock check of your company’s data protection strategy. This includes asking:
Is data protection currently a feature we present in our demo?
Is data protection considered by our Product team when prioritizing new features?
How are competitors featuring the privacy of their product to build customer trust?
You should also check your customer’s risk appetite and be ready to work with multiple stakeholders.
Do you know how your potential customer is working with Legal and Risk in their team?
At what stage of the deal will Legal or Risk be involved?
If you can meet Legal or Risk, take the opportunity - this is a gift as you can learn the requirements that may be blocking a sale closing.
Remember when pitching data protection or security, customers don’t buy features - they buy solutions to painful, expensive problems.
Something missing in how you are communicating the privacy or security benefits of the product? The next step is to work with your Marketing and Product teams to create a Privacy Hub page or implement a privacy training course for your product.
By now, you likely have an idea of strategies and steps you can take to implement privacy into your sales strategy. The below strategies can also help you in the B2B sales process through building customer trust:
Gain certifications to show your commitment and resource allocation to compliance. This includes ISO 27001, SOC 2, or EU AI Act readiness which you can display a badge for on your website. For enterprise customers make sure to offer a watermarked SOC 2 report to answer security questions.
If you are too early for SOC 2, show your commitment to getting there. This can mean showing your security and privacy measures are 'up to' the standard of SOC 2.
Demonstrate your privacy commitment through having a dedicated privacy FAQ page, on your website.
Work internally in the company to encourage the Product team to consider privacy by design when building and prioritising new product features in the roadmap.
working with dedicated support
helps companies through their DPO services in helping you build a privacy hub or customer-facing training.
You should also work with Product on for technical infrastructure fixes
Have a or Risk Manager ready to represent you on calls, or debrief before speaking with enterprises.
Interested in learning more? Get in touch with the Assenteo team at hello@assenteo.com or complete our form for a free assessment .
