Run GeoTargeted Marketing with RealZips in Salesforce

Organizations that use RealZips in their Salesforce drive marketing success. This is how they leverage RealZips within their GeoTargeted Marketing.

Lead Generation Challenges
Marketing teams have a tremendous responsibility of finding and qualifying best-fit leads for sales. However, it’s not uncommon for marketers to unknowingly deliver low quality leads to the sales team, overwhelming the sales pipeline with incompatible prospects.

Figuring out which leads are best suited for a sales team is oftentimes a complicated process. Lead profiling is often based upon metrics related to the industry, company size, decision-makers’ access, buyer intent, creditworthiness, and more.

Location data is often neglected in lead profiling because the marketing team has little or no supporting data for meaningful geotargeting. This lack of user location data makes lead generation inefficient.

Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.
— John Wanamaker

Switch to RealZips Geotargeting
When your team utilizes geotargeting with RealZips, it becomes possible to leverage location data throughout the entire lead generation process.

These are the six basic methods to use RealZips for your geotargeting efforts, helping you generate sales success:

Geographic boundaries. Existing boundaries such as states, cities, and sales territories play a critical role in effective lead generation. For example, using County Business Patterns (CBPs) as part of a framework of lead generation is proven to be very effective.

Industry hotspots. Similar companies tend to be clustered geographically. It’s essential to break down Total Addressable Market (TAM) into geography-based industry hotspots from a geo-targeting lead generation perspective.

Local economy. The economic outlook in MSA Metropolitan areas will have a direct impact on lead generation. Economic factors can range across people moving to or from an area, shifts in local unemployment levels, changes in state and local taxes, fluctuations in building permits, competitive organizations setting up outlets and offices, and much more.

Proximity planning. Sales teams often prefer lead generation in concentrated areas such as near airports, close to their stores and field offices, and even far away from competitive locations. Companies with a proximity strategy for lead generation tend to reap substantial benefits related to logistics.

Action triggers. Marketing teams using action triggers in their lead generation have a competitive advantage. They use time zones as a powerful action trigger, sending outbound emails at the best possible local time. Sellers of electric cars may use local gas pricing as an action trigger, spending more on lead generation as gas prices rise.

External data. External data managed in RealZips opens up endless possibilities for lead generation. For instance, use sun hour data by zip code to sell solar panels, leverage local water quality data to provide filtration technology. Tap into flooding and hurricane risk data to provide insurance or new building technology. Leverage financial incentives issued by state and local agencies to promote your products and services. There are no limits to how external data can be used within the RealZips platform, driving success across both marketing and sales.

Generate Quality Leads with GeoTargeted Marketing
Organizations that properly use these methods for geotargeting will likely see an increase in their best-fit lead generation.

The goal is to deliver market-qualified leads in the best possible geographic locations, allowing the sales team to close deals faster. Save time by eliminating leads that are hard to service and avoid marketing in areas where there are few reasons to purchase your product or service.

Quality Over Quantity
Lead generation is about reaching the right prospect, located in the right place, with the right message, at the right time.

When you deliver leads to your sales team, quantity is not always better. If they end up disqualifying a high percentage of leads, your team will lose valuable selling time. Additionally, they may even start doubting if the lead generation process works.

Improving the lead generation process seems to work very well for many organizations, initially setting focus on generating high-quality leads in the best-fit locations. Once the quality of marketing-generated leads meets the needs of the sales team — it becomes possible to increase the number of leads — while maintaining a high close rate.

Next Steps
With RealZips GeoTargeted Marketing, the marketing and sales teams can align efforts and deliver results. RealZips has the potential to enhance your geotargeting, boost your lead generation, and close more deals.