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Lead Forensics is a market-leading B2B tool for supporting sales and marketing. It is a SaaS solution (Software as a Service) and offers us insights into personal information (contact details) of our website visitors. Lead Forensics works on the basis of reverse business IP tracking. A small tracking code is placed on our website for this purpose, which then enables us to identify the (business) IP addresses of our website visitors.
Lead Forensics matches the identified business IP address with a global database of company and business information. According to information, Lead Forensics quickly focuses exclusively on using business-related information to link a business IP address with more comprehensive business data in order to provide us with business visitor information. According to its own information, Lead Forensics does not identify any personal IP addresses, mobile devices or other data that are not associated with a company.
Lead Forensics therefore assumes in its data protection declaration that the service does not fall under the scope of the GDPR. But even if this is incorrect, because the GDPR is not based on the distinction between companies and private persons, but between legal and natural persons, the scope of the information collected by Lead Forensics and made available to us is covered by our legitimate interest for marketing purposes. (Recital 47 GDPR)
From a technical point of view, it is extremely helpful for us to be able to identify the visitors to our website and assign them to certain companies in order to record potential interested parties and customers and to inform them about our products and services.
If you would like more information about Lead Forensics or their understanding of data protection, you can find this at that link.
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