Privacy, Please…Privacy-first Marketing Strategies Build Trust and More

Let’s face it, the world of marketing keeps us on our toes. From aligning with sales, targeting the right persona, keeping up with the latest trends and of course, complying with the latest regulations, these are just a few of the issues marketers face. Let’s tackle one of those issues – privacy.

B2B marketing professionals are tasked with navigating complex and evolving privacy and data protection laws. which can limit their data usage and targeting capabilities. It’s definitely not easy and it’s constantly changing.

In 2025, several U.S. states have enacted or will implement comprehensive data privacy laws, each introducing specific requirements that businesses must adhere to when collecting customer data.  

While these regulations present challenges, they also can create opportunities—especially when it comes to building trust with customers. Companies that implement privacy-first marketing strategies can strengthen relationships, enhance brand reputation, and differentiate themselves in competitive markets.

New State Privacy Laws in 2025

What’s new in 2025? Several states have introduced comprehensive data privacy laws that took effect or will take effect in 2025:

• Delaware, Iowa, Nebraska, New Hampshire, and New Jersey: These states have enacted new privacy lawseffective January 2025, adding to the growing complexity of compliance for businesses navigating an increasingly fragmented landscape of state regulations.

• Maryland: The Maryland Online Data Privacy Act (MODPA), effective October 1, 2025, restricts data collection to what is “reasonably necessary and proportionate” for providing or maintaining a consumer-requested product or service.

• Tennessee: The Tennessee Information Protection Act (TIPA), effective July 1, 2025, applies exclusively to businesses with at least $25 million in revenue and allows an affirmative defense if companies implement a privacy program aligned with the NIST privacy framework or similar standards.

These laws place greater restrictions on data collection, storage, and processing, directly affecting how B2B marketers collect and use email subscriber data.

How Privacy-First Email Marketing Builds Trust

What do marketers do best? They take a challenge and turn it into a solution and part of their company’s story. B2B marketers can take the act of complying with privacy laws as an opportunity to strengthen trust with prospects and customers.

Here’s a few ways that privacy-first marketing can improve relationships and brand credibility:

1. Transparency Creates Confidence

Clearly communicating how and why your organization collectsdata fosters trust. Transparency builds credibility, ensuring that customers feel in control of their personal information.

Make sure you do the following:

a. Your privacy policies should be clear and accessible

b. Always provide concise disclosures in email sign-up forms

c. Inform your users about how you are using their data, where it will be stored, and if you will be sharing it with any third parties.

2. Strengthens Engagement

Opt-in strategies ensure that email recipients want to hear from you, leading to higher engagement rates and a stronger brand reputation. Implementing double opt-in mechanisms confirms that subscribers genuinely want to receive communications, reducing spam complaints and improving email deliverability.

3. Data Minimization Protects Customers

Collecting only essential data reduces risk and demonstrates that your business respects customer privacy. Adopting a “less is more” approach reassures customers that their information is not being misused.

4. Secure Data Practices Reinforce Reputation

Ensuring email lists are secure and using encrypted storage methods signals that your company values privacy and takes security seriously. Regularly auditing data handling processes also reinforces credibility.

Actionable Steps to Stay Compliant

Privacy laws are constantly evolving across different states and countries. To comply with new laws while maintaining customer trust, marketers should do the following:

✅ Stay Informed – Keep up with the latest laws being implemented across the United States as well as in other countries. If you have a compliance department within your organization, work with them to stay on top of the latest changes.

✅ Use Clear Opt-in and Opt-out Mechanisms – Ensure subscribers explicitly agree to receive emails and can easily unsubscribe.

✅ Limit Data Collection – Only request information that is necessary for your marketing purposes.

✅ Provide Transparency – Clearly disclose data usage policies on sign-up forms and within emails.

✅ Secure Customer Data – Use encryption and follow best practices for storing and protecting email lists.

From Compliance to Trust

With growing concerns over data privacy, trust is now a key differentiator in marketing. Businesses that proactively adopt privacy-first strategies will not only ensure compliance but also foster deeper relationships with their customers.

B2B marketers can transform privacy laws from compliance obligations into trust-building opportunities, leading to stronger engagement, higher conversions, and long-term customer loyalty.