In South Africa’s data-driven economy, POPIA has changed how sales and marketing teams reach new customers. While some see it as a roadblock, we see it as an opportunity for you to exploit.
At Gmaven, compliance is not a legal box to tick. It is the foundation of how we collect, process and enrich business data – systematically, transparently, and in a way that builds confidence with enterprise clients and their compliance teams.
Before POPIA, many businesses relied on mass email blasts or spam calling, powered by bruised leads lists. While seemingly tech-powered, it was noisy, inefficient, and often risky. Some will say it pushed more work onto sales and business development experts.
Today, the market rewards those who understand the balance between lawful data use and commercial effectiveness.
At Gmaven, we’ve built a unique offering that delivers geo-precise, POPIA-compliant high value B2B leads. This empowers executives and marketers to target B2B with laser focus – in a way that is both ethical and powerful. This approach filters out unqualified or non-relevant leads early and segments cohorts correctly, ensuring your sales team works efficiently within the law.
POPIA’s intention is not to stifle business. POPIA’s preamble supports the “free flow of information” for economic progress, including lead generation and prospecting. At Gmaven, with our focus on business, POPIA is our friend.
Ethically we are aligned with POPIA’s Section 11(1)(f) “legitimate interest”. We work to grow your business, but only with B2B-focused clients whose purpose we believe in (no gambling, no exploitation, no inferior products or services).
B2B means juristic entities – companies. To do business, these businesses, and their salaried representatives – need to be in the public domain. We use this.
Our approach filters out the unstructured sea of publicly accessible business data – focusing on leads specific for you. To do this, we process data from public records and juristic entities – meaning it is lawfully accessible and does not require consent under Section 12(2)(a) of POPIA.
We source from established repositories such as:
Our processing is lawful, proportionate, and respects principles like minimality (Section 10) and purpose specification (Section 13).
We do not process sensitive personal information without basis, and we avoid unconsented electronic marketing (Section 69).
This disciplined framework means our clients can confidently pursue high-value leads without risking non-compliance fines or reputational damage.
Compliance is not just protection. In terms of S 10 and S13, every Gmaven data point is intentional. Compliance delivers precision. And precision delivers superior return on efforts from your sales experts.
Where customers have call centres, they can lever off their resources to “kill two birds with one stone”. How? By integrating compliance with opportunity. While securing POPIA consent (e.g., “May we send you marketing materials?”), the team will be asked “why”. Here operators can skillfully probe for buying intent. A well-trained staff, armed with refined scripts, transforms routine compliance calls into valuable lead-qualification moments. Prospects’ responses to the “why” behind outreach often reveal actionable “tells” of transactional appetite, significantly lowering lead acquisition costs and customer acquisition costs (CAC).
The result: cleaner leads, faster conversions, and a repeatable process that scales without legal friction.
For one client, our B2B POPIA aligned prospecting framework identified a portfolio of high-value commercial opportunities worth billions in annual turnover — all discovered through lawful, publicly available information.
When data handling is rigorous, so is everything else that follows. Our compliance discipline reflects a broader philosophy: structure, repeatability, and respect for the ecosystem we operate in.
Your adherence to regulations is a signal to prospective customers.
Collectively, this mindset builds trust – with regulators, partners and clients.
POPIA is not anti-business.
At Gmaven, we see it as “a feature, not a bug”. We use B2B POPIA as a design principle for better business data.
The outcome is a lead generation engine that is ethical and compliant – but, most importantly, commercially powerful.
CTA:
If your business values trust, compliance and data excellence, speak to Gmaven. We turn lawful information into commercial opportunity.
See the Act here. One of the most relevant clauses is Section 69 – Direct marketing by means of unsolicited electronic communications. This refers definitely to email and SMS.
In a long-overdue industry first, PropTech is now delivering professionally-designed, automated vacancy schedules to the CRE industry. You time-starved CRE professionals can now get your vacancy schedules to work as hard as you do, giving your vacant space the best chance of finding the right tenant.
Good news – CRE professionals can now seamlessly get their stock for sale or to let onto the listing platforms. With one click of a button. These data flows are now automated, making CRE more efficient. Say goodbye to double capture.
How the best CRE brokerages are applying the economic principle of opportunity cost to automate, outsource and focus. The result: higher profits, happier staff. We go from the theoretical to the practical, unpacking this in hard numbers.
